The Future of Search

Today: Building an effective Fan Page & Facebook Ad Campaign

Facebook Fan Pages

Facebook - The Numbers

• More than 950 million active people (up from 550 million in April 2011)

• 50% of active participants log on to Facebook in any given day, 543 Million on Mobile

• Average person has 130 friends• People spend over 700 billion minutes per month on

Facebook (BTW, that’s 1.33 million years – give or take)

• Source: http://newsroom.fb.com/content/default.aspx?NewsAreaId=22

Let’s hop to it...

Facebook Fan Pages - Warning

Only do this if you have the time and the resources to manage a Fan Page.

You’re about to see a glimpse at what’s involved…

Facebook Pages – Which Type?

Facebook Pages – Which Type?

Facebook – CommunitiesA Facebook Community Page helps people to connect with topics, causes or experiences. Think, ‘Facebook Wiki’.

Facebook – Groups• A Facebook Group is a small-scale, more personal (and often

more private) way for people to interact• Recommended for clubs, company working groups, causes,

alumni’s, etc.

Facebook Fan PagesFacebook Fan Pages allow companies, celebrities & bands to engage & speak with the people that “like” them.

How to create a Fan PageThey’re easy to create.

Simply ‘Create a Page’!

Facebook – Brand AmbassadorHaving created Fan Page, appoint a “brand ambassador”.

This is the person who will be the “face” or “voice” of your Fan Page.

Tip, be careful if use your own profile for this; could be better to either create a new one for yourself (risky and against FB’s ToS) or get someone else to it…

Facebook Fan PagesTips to make an impact:

Make a cool profile picture:

http://www.allfacebook.com/facebook-profile-photo-hacks-2009-02

SEO your Page information for Brand and keywords

Facebook Fan PagesFBML is D.E.D, or G.A.W.N.

In March 2011, Facebook replaced FBML with iFrame system to ‘help’ brands re-do their own fan pages and make them more customised...

Facebook Tabs have gone too and have been moved to ‘Nav links’ on the left of the page. Not happy Jan.

Facebook Fan PagesWhat this means?

Here’s how they used to look...

Facebook Fan Pages

Facebook Timeline

Facebook Timeline

Facebook Timeline

Facebook Timeline

Facebook TimelinePromote content using ‘Pin to Top’

Facebook Fan Pages – AppsFind a third party App provider, or get someone to help build an app

for you to do this... The below is a 3rd party iFrame app from http://iframes.wildfireapp.com/

Facebook Fan PagesAdd the app to your page...

Facebook Fan Pages1. Name Tab2. Add HTML3. Save Changes

Facebook Fan PagesUseful Resources:

http://www.practicalecommerce.com/articles/2645-3-Tools-to-Create-New-Facebook-iFrame-Pages-

http://iframes.wildfireapp.com/

Tutorial for PHP programmers:http://www.hyperarts.com/blog/customizing-facebook-

iframe-application-signed_request_reveal_tab/

Facebook Fan PagesTip, buy a nice- looking template and modify it.

www.flashmint.com

Facebook Fan PagesTips to help with page & reputation management:

Facebook Fan PagesFinal Marketing Tips

• 25+ fans = Vanity URL• Use Facebook Plug-in tools to promote on your own website• Invite friends to become fans• Have friends ‘like’ comments - 5+ means more chance of post

appearing on Fans news feeds.• Link Facebook Fan Page posts to Twitter (keep updates to

under 140 characters)• Add ‘like’ buttons to all content on your website

Facebook Fan PagesPromoting – Tips

• Try using Google Ads to promote your Fan Page – run them out through the content network

Facebook Fan PagesIncentivise ‘Likes’ with a ‘reveal’ custom tab

Facebook Fan PagesAnalytics

Facebook Ads

Facebook Ads• Facebook Ads can reach up to 955 Million People Globally

(Australia, over 10.9 million)

• They differ from Google Ads. Google Ads work on search terms and contextual placements

• Facebook Ads work because you show them to a target demographic of people who ‘like’ stuff you do or sell.

Facebook AdsThere are basically 2 types

1. An Internal Ad which promotes your Facebook Fan Page or Group

2. An External Ad which links out of Facebook to your website

Facebook Ads

Facebook Ads

Facebook Ads – Basic Targeting

Facebook Ads

Facebook Ads

Facebook AdsI recommend CPC over CPM (Cost per 1,000 impressions)

The Benefit is unlimited impressions and you only pay on clicks.

Facebook Ads Analytics

Facebook AdsAnother Benefit... Attribution.

Facebook Ads - Case StudyCase study:

Facebook Ads - Case Study

Facebook Ads - Case Study

Facebook AdsTop Tips• Update your Ad’s every couple of days (this prevents Ad Fatigue)

– Use different pics, update copy & test offers etc.• Competitions work a treat for eDM list building - I’ve witnessed

up to 30% Conv Rate (& the ‘list’ converted too)• In your ads, use images of people & faces, they seem to get

better engagement & split test• Ads which are quirky, fun and edgy work well (Facebook Ads are

not Google Ads)• Facebook Ads are not ‘set and forget’ (like Google Ads!?). If you

want them to work, you need to work.

Other Facebook Marketing Tactics

Facebook Marketing Ideas…Encourage Facebook Check in’s

Facebook Marketing Ideas…People regularly see that their friends are going to your

store/hotel/whatever… Your name is going a little viral (for free)

Facebook Marketing Ideas…Then you start showing Ads to all your Facebook ‘friends of Fans’.

This is powerful because Friends of Fans have hopefully already heard of you, so are more likely to be interested (and trusting).

In Summary…• Only setup a Facebook Fan Page if you have the resources to do

it justice• Facebook Fan Pages need a casual, but authentic voice• The Page can bring your great people out from behind the

‘corporate’ site (its fun, different & motivating)• Facebook Ads require experimentation and close monitoring.

• Facebook Ad’s work

Questions?To contact me (Chris Thomas) personally

• E: Christ@reseo.com

• P: 03 9415 2383• M: 0414 986 957

• Reseo• www.reseo.com

• Main References: http://www.seomoz.org/blog/facebook-marketing-ultimate-guide