breaking away from the pack

Facebook Marketing Secrets: Ads, Apps and Analytics

By on November 23, 2010 in Uncategorized

Facebook social network

If you haven’t started marketing on Facebook, now is the time. Justin Kistner’s Webtrends webinar, “Facebook Marketing Secrets: Ads, Apps and Analytics”, lays out both a powerful argument for devoting resources to marketing on Facebook and reveals several secrets to help you be successful by creating awareness, getting the engagement and driving sales.

Kistner talks about how social media marketing has evolved from the classic online marketing model.

Social media marketing campaigns work differently. Facebook is a destination site. The average user spends 7 hours a month on Facebook. This presents an enormous opportunity for marketers. We need to think of social media marketing as a combination of email marketing and online marketing.

However, Kistner says that we must understand that Facebook campaigns perform better when they stay in Facebook. The is a very important distinction. Rather than using Facebook to drive traffic to other locations, Facebook marketing is effective when the campaign is centered on user activity within Facebook.

Now in some instances, when done properly and in the proper sequence, fans can be directed to your website’s landing page, but again, it’s not about driving people to a sales page, it’s about developing relationships with people. Once those relationships are strong and you have built trust, then conversions are possible.

Kistner lays out simple steps:

  • Like email, start by building a fan base.
  • Contact your existing customers. Encourage them to become a fan.
  • Advertise.
  • Reach people you don’t know and encourage them to become fans.
  • In the webinar, Kistner reveals several secrets.

    Here’s a secret to Facebook advertising.

    Use ads to retarget your fans with engagement campaigns.
    How: use “like” targeting reach only your fans.

    Targeting Likes is better than targeting Interests. People become fans of pages on a regular basis. (Interests don’t get updated). Pictures are the secret to ads. They make people pay attention to your ad. Photos are the connection rather than keywords for social media marketing. The photo you use should be targeting the interest you are targeting (ex: car on the golf course, clubs in the trunk of the car).

    You can use a call to action that gives them a statement that they can like or not. Use this call to action rather than a statement: “become a fan of our page.” Remember: use like targeting to reach only your fans.

    App Secret
    Calls to action for engagement work better than conversion. Drive traffic inside Facebook so they can buy directly from you there or sign up for a webinar, etc.

    Earned Media Secret
    Users share to make statements about their identity. Use a call to action that allows them do this. Ask them for their opinion, for example. You end up using your fan base to use your wall posts to drive 1000’s more to your fan page. Earned media repeats the cycle. How? Activity is shared in the news feed. The average user has 130 friends. The goal with advertising and earned media is to drive people to your fan page

    Marketing Campaign Secret
    More than 3 wall posts a week is considered too much. Content ages every 10-14 days, so keep it fresh!

    Kistner concludes with some great advice on social media marketing.

    Get good at placing ads on Facebook. Look to targeting and optimization at scale.

    If you are doing a large campiagn, optimization needs to be done automatically with rules you set up. Targeting–only send to people who are your friends and the call to action should be for engagement.

    Fresh content and testing–you need to do rapid iterations and test to get the engagement, earned media and conversion rolling for you.

    Earned Media
    To take advantage of social media marketing, you need to take advantage of earned media. This is the best KPI for your social media marketing (KPIs, or Key Performance Indicators, are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged).

    Kistner ends the webinar with this advice: “Measure and improve….”

    View the webinar here.

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