Best Practice Guide Marketing on Facebook

Facebook

Description

At Facebook, everything we do is about making the world more open and connected. This has a profound impact on the way people communicate and interact. We are continually developing authentic ways for people to connect with one another as well as with the businesses, brands and institutions they care about, both on Facebook and across the web.
Facebook allows marketers to stay connected with people throughout their day whether they are on their computers or mobile devices, at home or at work, watching TV or shopping with friends. This allows businesses to create rich social experiences, build lasting relationships and amplify the most powerful type of marketing – word of mouth.
Connecting with people is just the beginning. In the pages that follow, you will find best practices for reaching your businesses objectives on Facebook.

Sujets

• Facebook
• Guide

Informations

• Publié par: Charlotte_YouScribe
• Publié le: 19 janvier 2012
• Nombre de lectures: 78
• Langue: English
• Poids de l'ouvrage: 3 Mo

Extrait

Best Practice Guide Best Practice Guide Marketing on Facebook 1

Introduction The Facebook ecosystem Five guiding principles · Build a strategy that is social by design · Create an authentic brand voice · Make it interactive · Nurture your relationships · Keep learning Facebook by objective · Foster product development and innovation · Generate awareness · Drive preference and differentiation · Increase trafic and sales · Build loyalty and deepen relationships · Amplify recommendation and word of mouth   ·Gaininsights Helpful Resources 2

Best Practice Guide Introduction At Facebook, everything we do is about making the world more open and connected. This has a profound impact on the way people communicate and interact. We are continually developing authentic ways for people to connect with one another as well as with the businesses, brands and institutions they care about, both on Facebook and across the web. Facebook allows marketers to stay connected with people throughout their day whether they are on their computers or mobile devices, at home or at work, watching TV or shopping with friends. This allows businesses to create rich social experiences, build lasting relationships and amplify the most powerful type of marketing – word of mouth. Connecting with people is just the beginning. In the pages that follow, you will ind best practices for reaching your businesses objectives on Facebook. 3

Best Practice Guide The Facebook ecosystem 1 Build The irst step is building your presence with a  Facebook Page. Pages allow you to create an identity for your business in the social graph - the map of the connections among people and the things they care about. If you have physical store locations, link your Page with a  Place.   You can use  Social Plugins, the   Graph API and  Apps on Facebook  to create social experiences involving your products and online properties that are engaging and personalized.   2Engage Creating these Facebook touch points allows you to start building your fan base and engaging with your customers.  Facebook Like Ads are the quickest way to acquire fans.  Publishing and engaging in conversations  with your fans will allow you to deepen relationships and gain valuable insights. 3 Amplify Every time someone interacts with your business, that action gets published into the  News Feed, creating word of mouth. These organic stories are extremely effective at getting others to engage and take action, and can be shared with a much larger number of potential and current customers by using  Facebook Ads and  Sponsored Stories. Facebook Ads include the names of friends who have already connected to your business. Sponsored Stories enable you to increase the distribution of News Feed stories about your business.   Together, these tools give you the effectiveness of earned media, at the scale and predictability of paid media. Every campaign you run has a lasting impact via the relationships you build along the way. This is the new word of mouth and research has shown it’s twice as effective at driving results. 4

Best Practice Guide Five guiding principles 1 2 3 4 5 Build a strategy that is social by design Create an authentic brand voice Make it interactive Nurture your relationships Keep learning • Social should be baked into everything you do, not added at the end of a campaign or done on the side • People on Facebook are clear and open about who they are - be the same by providing straightforward information about your business • People spend time on Facebook communicating and sharing with others, so always engage in two-way conversations • Just like in the real world, building relationships with people on Facebook takes time and requires a long-term investment • Facebook allows you to get feedback from people in real time, giving you the ability to iterate on the ly • Facebook should be integrated with your broader marketing efforts and part of how you reach your business objectives • Facebook is an ideal place to bring your brand personality to life through an authentic and consistent voice • Think about the aspects of your brand that are inherently social and create content that people will be excited to pass along • Keep content fresh and easy to consume, use ads to stay in touch, and reward people for their loyalty through Deals and promotions • Use reporting tools to learn about your fans and the content and products they ind most interesting 5

Best Practice Guide Facebook by Objective Foster product development and innovation Generate awareness Drive preference and differentiation Increase trafic and sales Build loyalty and deepen relationships Amplify recommendation and word of mouth Gain insights 6

gsthgisni nia By combining OnStar’s virtual advisor in-car telematics service with Facebook’s Graph’s API at the end of 2010, General Motors was the irst car manufacturer to offer drivers the opportunity to post and listen to audio status updates from the car through a simple push of a button. Chevrolet promoted the innovative service in its “Best First Date” 2011 Super Bowl television commercial. OnStar is rolling out the product by inviting customers to sign up for the public beta test of the service on its Facebook Page. 7 RBS Insurance enlisted its Facebook community to determine the features that should be included in a new iPhone app for its Direct Line insurance product. It drove people to a custom application on its Facebook Page, where it could present new concepts to existing and new customers. The result was over 600 unique comments on app features and product names. drive preference and differentiation 5 steps to foster product development and innovation 12345 Run a creative Drive awareness of and reinBuild a social product  ca Pa m ge p s aign to soli Fa c c i e t b   ook Ads rt Q i u c es i tion a s tion in the So   cial Plugins t I a d r e g n e A t t p i   p f s a   y o u   n a F d a n i ce e d bo   n ok ce w e i   t y h  ou Gr r a   ph API experience by using  o B n e   y pr o e u s r e  F n a t  c a e n b d o   o a k c   ti P v a e g   e pap input for your  campaign by promoting Campaign Reporting the Graph API and  throughout the product  increase traffic and sales new product it across your marketing and Page InsightsSocial Pluginsdevelopment cycle  a. Run a contest or event to channels a. Optimize your Facebook a. Enable people to like a. Use publishing and  gather input on Facebook  a. Run a Facebook Ads  campaigns by testing individual products and Facebook Questions to  by building an application  campaign that includes  which audiences are more content across the web  get feedback, iterate and  F t a o c   e g bo a o t k h Ad e s r submis S s p i o o ns n o s red Stories Spons P o ag r e e s d Stories for Places responsi E v ve e n   t t s o different Graph API with the Gr P a re p mi h u   m A   PI Apps on Fac g eb e o n ok erate future D   e p al r s oduct b. Have the community vote  App Used creative b. Use Socia S l a P m l p u li g ng i   n Ad s s   and marketing ideas build loy a al n ty d a   n p d r d o ee v p i e d n r e e   l i at n io c n e sh n ip t s ives for   Promote the campaign  b. Use this information to like the Activity Feed,  b. participation in your other marketing  direct future marketing Recommendations,  channelssuch as TV, email,  effortsComments and Live Stream    print or on your website to make experiences off of  Facebook social PagesSponsored StoriesFacebook AdsQuestionsSocial PluginsApps on Facebook PagesFacebook AdsSponsored StoriesQuestionsEventsGraph APIApps on FacebookSocial Plugins Best Practice Guide > Facebook by Objective Foster product development and innovation Facebook allows you to learn about your target audience and to understand their interests and generate awareness friends. For this reason, Facebook can be used to generate new product ideas and innovations. Our platform tools allow you to build entirely new social product experiences like an online store that displays only your friends’ favorite products, or a car in which you can access your News Feed. You Spo c ns a ore n d   St a ori l es so enl F i ac s eb t oo   k y Ad o s ur Face P b age o s ok comm P u lac n es ity to hel Ev p e   nt c s rowd-so Soc u ial r  Pl c ugi e n   s your n G e ra x ph t  A   PI produc Ap t p   s i on d  Fa e ce a bo . okDeals product development & innovation Introductory toolsAdvanced tools amplify recommendation and word of mouth CampR peianggnaProit ecob naFspo pA cebon Faps o ok ApsthI eggisn userm l aes syemtn with ted  erna int ahC dna s utS rett anBr mste ctfeEfd  rGpa hPAI ok Social Plugins c at eb na tni arge APdaI  bookFaceries StorodeopsnSlseaD segaPstnevE sdA  e) Pages availablw dile y idse n(to uQseitnos

ot widely availa ahttreS utidse n( ueQiostns )elb egaPs nterth i easu nal m tngeebi  d iw aret feEfd and C ans ct s tnemer rB smetsy igsnpAspiclaP ulSookbon  oceFa otirdeS snroSopslaeDsegaPstneEvds AokboceFaes ropegnitegaPsnI htigsCagn Rmpaiokbo ciSo n  oceFa rGsn hpaP laigul ook AdsP API Faceb adatc na gase PA I Apps pAsp obkoaFeco  n onsuQitse sStd ieoronSpreso a dnitnoneadocmmth moud of wor ni niag rey ifplam tsghsi Best Practice Guide > Facebook by Objective Generate awareness Once you have created a Facebook Page that allows your unique brand to shine, it is time to generate i T t o s    r b e u l i a l t d i   v b e r l a y  n n d e  a w w  G a r r e e e n n e   s W s  o o r f  ks  awareness of your Page, latest product, or current marketing effort. To do this, you can leverage cleaning products line, Clorox  ran a Facebook Ads campaign Facebook’s tremendous reach and targeting capabilities with Facebook Ads and Sponsored Stories. t tr o  a g f r i o c  w t   o i   t i s t   s f   a w n e  b b a si s t e e   . a  T n h d e     d a ri d v s e     These products offer the beneits of earned at the scale and predictability of paid. That’s because they o p f e f o er p e le d     t c o o  v u o p t o e  n o s  n  a “ n G d r   e a e ll n o   wed  are shown with stories about friends who have already engaged with your business on Facebook. This Heroes” in their community. The effort resulted in about is the new word of mouth and it’s twice as effective at driving awareness. 3 P 0 a , g 0 e 0   0 a  f n a d n  a s   1 o 2 n     p th er e c  G e r n e t  e i n n   c W re o a r s k e s     in awareness of the Green Works brand, according to a generat I e n a t w r a o re d n u es c s tory toolsAdvancedtools Nielsen study.   Sponsored StoriesFacebook AdsPagesPlacesEventsSocial PluginsGraph APIApps on Facebook Deals product development & innovation 5 steps to generate awareness 12345 Create a Facebook Integrate Social Plugins Post interesting content Run Sponsored Stories Use Facebook’s unique  I C n h  t o h c e o   l S a p t ri e n N g o  o rt f h 2   0 A 1 m 0, e   r M ic a a r   s  Ad P s a   g c es ampaign th Fa a ce t book Ads a S n po d n   s t or h ed e     St G or r ie a s ph API, s Q u ue c sti h o   ns with cle E a ve r n   ts calls to Graph API to prom Ap o ps t  o e n    F p ac e eb o oo p k le’s Social Plu r g e in a s ch and targeting launched M&M’S Pretzel. encourages people to as the Like Button, capabilities to optimize  Mars used Facebook to seed drive pr t ef a er k en e ce     a an n d   di a ff c er t e i nt o iat n io   n that will into your website and i a n c t t e i r o a n c  t ti h o a n t    e a n n c d  o s u h r a a r g i e n   g a N c e ti w o s n   s F   e f e ro d  m to  t  t h h e e    right and iterate on your  f a o w r  a t r h e e n  n es e s w  an r d o  demand  be seen by their friendsmobile experiences  a. Applications on Facebook column of their friends’ campaigns a d p e p v l e i l c o a p t i i n o g n       a c p   a c ll u e d s d t u   o c t t h m   e b  F   y M a   c & e M b ’ ook  a. Keep ad destinations  a. This allows the actions  can be used to build viral  screen a. Try different targeting Pretzel VeMah s e     on Facebookpeople take off of Facebook  awareness campaigns  a. Sponsored Stories for App  techniques: Likes and  applicatio n n  d e i n n a g  bled c  4 hi 0, n 0 e 0 .  0 T  of  incre b a . s   e E  tr n af c P fi a o c g   e a u s n r d a sa g le e s  liking to Fa   c b eb u o il ok d     Ads t a S o n p  s d o   h n Q b o s u e e o w   s a r t   i e o u m n d p s p    i S li n t   i o t e r h i d e e  t   s N hr e o w S u o s c   g i F a h l e     P e lu d g   ins b. P p E r r v o o en m m t A o o s p   p t t s i o e   o o   n l n n     a F F s a u   a c n e w c b c i e o t h o b h k e o   s D o  o e k r a   ls or  Graph API i e U n v s t e e e r d r y   a   a t c l i l t m s o   e w w     s i y t o o h m   u y   e t o o o u   n r a   e a m   p p p lify  I C n o t n er n e e s c t t s i , o  F n r s i   e a n n d d s     s o t f a   ndard  t t a s h w a n e o m d       b f p a r r l l i l e a e   o n n d w d e d e s l s i   d   f v t   a t e o n   h r a e s e   l d t s m   o o t       t o g r o   e t e  i t c h   n e e a i v   v i m f t r e   e e     a e     connections and make future campaigns more  demographic  effective b. Sponsored Stories for Page  b. To maximize message recall,  f d r i e st e r   i s b a u m te pl d e   . 1   2 A 0 s  ,0 a  0 r 0 es s u a l m t,  p M le a s r   s t   o  c. Keep text simple, highlight  Posts can be used   test different creative for  its customers withi   n 48 hours. special offers, tell users  to ensure your fans see   each target group what to expect, have a  your posts F s a t c r eb o o n ok g     A c ds all to acti S o po n nsored StoriesPagesPlacesEventsGraph API Sa P m re pl m in iu g  m A   d Apps on FacebookDeals s build loyalty and deepen relationships 8