NoCry2 How to utilize Facebook marketing tools?
What kind of free and paid marketing tools Facebook is offering?
Mikko Manninen - Koivu Interactive
Content
Pages, groups, places, events, subscribers
Sponsored stories, Facebook ads
Marketed updates
Facebook-offers
Contest applications
Recommendations & things to avoid
Mikko Manninen - Koivu Interactive
https://www.facebook.com/advertising/
Mikko Manninen - Koivu Interactive
Paid Facebook advertising suits example:
Paid ads complements other good and active content and makes it more visible.
Increasing the amount of likers (fans)
Promoting content or campaign
Highlighting important and good updates
Mikko Manninen - Koivu Interactive
Creating the ad
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Promoting the page post (paid)
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Audience targeting
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Pricing
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Advertising statistics
Mikko Manninen - Koivu Interactive
Making Facebook-offers (+400 likers, paid)
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Facebook-offers
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What can you achieve with the Facebook-offers
Baiting people into shop
Inthrowing and experimental products sales
Promoting and visibility to the new products
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Promote your page post (+400 likers, paid)
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How the promoted post is useful?
Promoting important and good post
Highlighting older intersting posts
Starting conversation
Post which are important in sales point of view
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Post targeting (big fanbase needed)
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Promote a personal profile post (paid)
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When is it useful to promote the personal
profile post?
Short term promoting, when person doesn’t have specific Facebook-page for marketing.
E.g. municipal elections, short term charity and non-profit campaigns
Mikko Manninen - Koivu Interactive
Facebook-profile subcribers (free)
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How is a Facebook subscribtion useful?
E.g. necessary to politicans. Citizens can ”order” the politicans public posts without need to share own ”Facebook-life” with him or her.
Celebrities, artists, specialists, teachers
Possibility to offer a more narrow connection than Facebook frienship to follow ones (public) posts.
Mikko Manninen - Koivu Interactive
https://www.facebook.com/about/groups/ (free)
Mikko Manninen - Koivu Interactive
Using groups (free)
Groups are useful in internal communications. They suit well in teamwork sized 2-20 persons. Conversation is the best feature of the group.
Groups can suit for conversation concerning happenings and bigger crowd as well. E.g. municipal elections Tornio 2012 group was succes.
Groups are not the best tool for brand building and marketing.
Mikko Manninen - Koivu Interactive
The group features
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FB-Pages (free): https://www.facebook.com/pages/create.php
Mikko Manninen - Koivu Interactive
How are Facebook-pages useful?
Long-term brand building
Brand homeplace in Facebook
Marketing communications
Brand news, pictures, videos, content sharing.
Brands ”customer coffee house”
Customer service and helpful tips
”Facebook place” could be combined into page
Mikko Manninen - Koivu Interactive
Contests apps & ”like-gate” (paid)
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Making a contest application by Pagemodo (paid or free)
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Facebook promotion guidelines
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Events (free)
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How are events useful?
Event can be included in a page, group of profile.
Suits well, like the name is indicating, for short term event informing
If there is a lot of content in a page or group, event can work as a ”subgroup” and the content concidering the event can be easily found
Mikko Manninen - Koivu Interactive
Recommendations & things to avoid
New companies going Facebook has big challenge to get visibility without paid advertising.
Promote in those times there is interesting activity going on in your company.
Suitable budget for small company is 200-400 eur
Don’t use just paid marketing. Interesting content and conversation is the best Facebook can offer.
Stop in a time. Don’t weary your network. After two weeks it’s a time to make little pause.
Mikko Manninen - Koivu Interactive
Extra: Tips for Facebook-administration
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Rules of the Facebook-page
Directs the conversation towards the righ course
Tells what page is for and what is not for
Rules can be used in case of crisis or conflict in the page
Säännöt voivat olla esim:
- Kumppaniyritykset saavat kertoa sivulla omasta yrityksestään ja tuotteistaan, mutta kohtuuden rajoissa.
- Kommentteihin vastataan vuorokauden sisällä ma-pe
- Asiattomat kommentit poistetaan ilman ilmoitusta.
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Alustava sisältökartta
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Facebook-sivun sisällön ennakkoon suunnittelu
Facebook – Righ amount of right kind of likers (fans)
Increasing the Fan/likers amount in the page
- Tell that you are in Facebook in newsletter and you can also puff the campaing which is going on in your Facebook-page.
- Invite Facebook-friends (at least some of them)
- Facebook ads and sponsored stories
- Like-box as a part of online-shop
- Facebook-badge as a part of your blog
- Lisää vinkkejä 20kpl: http://koivuinteractive.com/2011/10/11/miten-saat-facebook-sivullesi-tykkaajia/
Mikko Manninen - Koivu Interactive
Common guidelines of Facebook-page content production
The administration should be active. A good principle could be minimum one update in two weeks when is quiet and four updates in a day when is lot of activities and happenings.
A page without new content doesnt´t attract to join. Comments without replies leads to disappointment..
Is important to maintain positive attitude and aim to communication with customers. ”Don´t sell – engage”
Päivityksiin voi laittaa perään päivittäjän etunimen. Se tuo päivityksiin henkilökohtaisuutta.
Oman henkilökohtaisen Facebook käytön myötä oppii, miten muut yritykset markkinoivat, kuinka usein ja miltä se ”asiakkaan” näkökulmasta vaikuttaa.
Mikko Manninen - Koivu Interactive
Mikko Manninen
Koivu Interactive
http://www.koivuinteractive.com
http://www.facebook.com/koivuinteractive
http:/www.twitter.com/mikkomann
Puh: 050 5707175
Mikko Manninen - Koivu Interactive