Facebook: is it worth it?
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Transcript of Facebook: is it worth it?
Facebook Is it worth it?
Here we go…
1. Attention and trust
2. Word of mouth
3. Facebook strategies and tactics
4. Your questions!
2017Photo? Stats?
Trust
Credibility
Influence
Recommended reading
Word of Mouth1. WOM: sharing something
interesting and valuable
2. WOMM: Business action that earns a recommendation
In short, be remarkable.
WOMM: what’s it worth?
• Drives average 13% sales • Amplifies paid media by 15%• Impacts immediately• Offline produces 2/3 impact; online
1/3• Valued at 5+ paid impressions• MAKES YOU BETTER!
WOMM readiness
1. Listen
2. Be affected by what you hear
3. Respond to what has affected
you
4. Engage, equip and empower
WOM triggersHow can you help people be awesome?
• Help me help others
• Let me associate my name with yours
• Give me something I can give away
Fulfill my need to belong
WOMM activationsAdvocates and Ambassadors
“Influencers”
millennials
You know this stuff, right?• Multi-platform network
with Groups and Pages• Apps including
Messenger and Instagram
• Advertising using behavioral targeting and an Audience Network
“Now, witness the fire power…”
1.66 billion mobile users, including about 80 percent of US adults who spend an average 6 hours/week on the platform
“Kids don’t use Facebook”
“Not relevant to our market”
Facebook: 48 clicks at $1.31 per click
LinkedIn: 17 clicks at $5.50 per click
Obstacles!
Do you have?1. Products/services that deliver2. Excellent customer service3. Culture and capacity4. Budget for advertising5. A website that converts leads
“What about Iowa?”
Strategy matters
You’re paying for attention!
What are you going to do with it?
Strategy matters• You’re paying for attention!– Survey data– Organic reach (volume problem, sovle
with ranking)– Reach via employees, customers and
partners!
What’s working now
Do customers need help making a purchase?
Do customers want to share their purchase?
Can you generate a return on paid reach?
About those ads…1. Conversion happens outside
Facebook2. Your data makes a difference3. It’s DIY-simple now
Measurement!
1. Online metrics =/= ad effectiveness
2. Indirect measures matter
3. Direct measures matter more
Megabus.com
Calvin Community
1. People most want to connect with peers
2. Give people reasons and they’ll tell a
story
3. Facebook can help get this done
Summary
Facebook: Yes, it’s probably worth it(and Instagram, too)