Finding Top Talent is Only Half the Battle… Tips and Tricks to Effectively Engage Prospects
Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook
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Transcript of Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook
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@EkaterinaWalter
How to Effectively Engage Your
Customers on Facebook
Ekaterina Walter
Social Media Innovator, Intel
Author of “Think Like Zuck”
@Ekaterina
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• One billion monthly active users
• Approximately 81% of monthly active users are outside the U.S. and
Canada
• 584 million daily active users on average
• 604 million monthly active users who used Facebook mobile products
• Almost one billion pieces of content are shared on Facebook daily
• 300 million photos uploaded to the site per day
• 24.3 percent of the top 10,000 websites in the world have some form of
official Facebook integration on their home pages
• In the United States, one in every five Internet page views occurs on
Facebook.com
Why Facebook?
@Ekaterina
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40% of Fortune 100 Companies Show Website Traffic
Decreasing
Source: Adgregate and Webtrends
@Ekaterina
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@Ekaterina
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@Ekaterina
Brand Ambassadors
Die Hard Intel Fan - Damien Bayless
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@Ekaterina
News Feed
Facebook: ~16%
of your fans see
your content in
their News Feed
on any given day
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@Ekaterina
Take off your marketing hat
and put on your user hat!
Engagement = Growth
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@Ekaterina
Know Your Audience
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Develop Your Brand Voice
Develop your own brand identify, your specific brand voice.
For example, if your brand has a fictional spokesperson, use
their voice.
@Ekaterina
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@Ekaterina
Be Human. Be Spontaneous.
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@Ekaterina
Respond
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@Ekaterina
Offer a Challenge
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@Ekaterina
Encourage Shares and Mentions
To tag someone, type @ and then the friend’s
name or name of the page you are the fan of
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@Ekaterina
Activate Your Fans… Put Them in Charge
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@Ekaterina
Celebrate Milestones
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@Ekaterina
Offer an Inside Look
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@Ekaterina
Use Photos
Facebook: 2X engagement with visual
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@Ekaterina Facebook: 2X engagement with visual
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Keep it short
A study by Buddy Media showed that posts 80 characters or
less in length receive 27% higher engagement rates.
@Ekaterina
If you plan to
advertise on
Facebook, your post
should be no longer
than 90 characters.
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Be Seasonable and Timely
Fans are more likely to engage with topics that are already
top of mind (current events, holidays, news).
@Ekaterina
Facebook: posts
mentioning
Independence Day
on July 4th
generated about
90% more
engagement than
all posts published
on that day
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Fill-in-the-Blank Posts
@Ekaterina
Facebook: fill-in-the-
blank posts generate
90% more
engagement than the
average text post.
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Content Considerations
@Ekaterina
Format
• Short, skimmable
• Try to use less than 250 characters (90 is optimal)
• Don’t forget critical info (dates/times/links/eligibility) • Include call to action
Content
• Tips, how-to tutorials
• Bring in experts for weekly chats
• Fun facts, trivia, breaking news/announcements
• Polls, questions, fill in the blank
• 3rd party content on the topic
• Exclusive offers/content
• Video and photos where possible
• Fan posts
• Seasonal and timely posts
• Build anticipation leading to an event/announcement
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@Ekaterina
Use Cover Photo Creatively
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@Ekaterina
Use Cover Photo Creatively
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@Ekaterina
Use Cover Photo Creatively
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@Ekaterina
Visual Synergy: Cover Photo, Profile Image, App Images
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@Ekaterina
Target Your Status Updates
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@Ekaterina
Post Frequency and Timing
Source: comScore
Facebook: engagement
with pages is highest
9pm-10pm, with 18-24
age group most active
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@Ekaterina
Cross-Platform Approach
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@Ekaterina
Cross-Pollinate.
Promote both online and offline.
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@Ekaterina
Facebook + Email
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@Ekaterina
Managing Your Presence
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@Ekaterina
Moderation Guidelines
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@Ekaterina
Moderation Guidelines (cont.)
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@Ekaterina
Analytics
• Growth
• Reach
• Engagement
• Demographic
• Content strategy
• Media investment
• Competitor analysis
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@Ekaterina
Consider Sponsored Stories
Source: PageLever
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@Ekaterina
Facebook Ads Help Increase Engagement
Engagement
after post was
promoted
Organic
engagement
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@Ekaterina
Scaling Globally
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Infrastructure
• Publishing
• Monitoring/moderation
• Customized tabs creation
with branding consistency
• Applications
• Intel branded asset library
• Analytics
@Ekaterina
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FACEBOOK STRATEGY
Consistent Branding
Training/ Editorial Calendar
Guidelines/ Playbooks
Governance/ Voice
Tools Looking for Engagement Tips and
Tricks?
• Digital IQ Training: DigIQ_505 Facebook
Community Manager Series (for existing and
approved Facebook community managers
only)
• Course goes over all elements of the page
you need to know, lots of engagement tips,
tricks to help increase your organic fan growth
Enablement
Monthly Forums
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@EkaterinaWalter
Blog: www.ekaterinawalter.com
Twitter: @Ekaterina
Book: bit.ly/Think-Like-Zuck