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Facebook Case Study
This document provides tips and a case study for growing a brand's Facebook fan base organically. It discusses establishing a brand's identity and creating engaging daily content. A case study describes how Dolphin, a mobile browser company, ran a successful tablet giveaway campaign on Facebook that increased fans by 28,325 and engagement. The key lessons are to boost excitement through prizes and promotions, utilize multiple marketing channels, and measure success of campaigns.
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Facebook Case Study
- 1. Beth Amann Facebook casestudy Zero to 100,000 fans
- 2. Mobile browser forAndorid & iOS First gesture & voice-controlled mobile browser 80 million installs worldwide Marketing Coordinator: Social Media, Newsletter, blog, events Designer for International Brand 100K Dolphin Facbooke Fan growth in 1 year
- 3. What you willlearn today The power of social media Building your brand identity + Facebook Page Planning engaging daily content Growing your Facebook fan base + Boosting engagement
- 4. Your takeaway Gain knowledgeabout your brand’s social media personality Understand the tools available to help you build an engaged fan base
- 5. The power ofsocial media
- 6. THE GOLIATH Total Likes:2,377,771
- 7. THE DAVID Total Likes: TOTALLIKES: <1,000
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- 10. Get Personal Results: Facebook fanincrease to >7,000 in 2013 7.1% of total sales driven by Facebook $0 currently spent on Facebook ads (all organic growth)
- 12. Marketing in thesocial media era Facebook daily active users have reached 665M Fastest growing demographic: 45-54 year age bracket <
- 13. Marketing in thesocial media era 80% of social media users prefer to connect with brands through Facebook Of the social media platforms, Facebook is the most widely used by small businesses
- 14. powerful marketing, smallbudget Social media advantages: Free Branding tool Builds Consumer loyalty, community Listen to your customers Social media disadvantage: Return on relationship takes time
- 15. building your brandidentity
- 16. Social media usersdon’t want to follow companies. They want to follow people.
- 17. BRand personality What areyour brand’s values? What is the audience you’re trying to reach? What are your goals for social media? To reach more people? To engage with existing customers? To bring more revenue?
- 18. Dolphin’s Brand Personality Values:Innovative, simple, & fun mobile browsing Audience: Smartphone users, technology lovers Social Media Goals: Reach more people & engage with current user base.
- 22. Case Study: Jackin the Box Values: Good food, low prices, open late Audience: Adult, male, cost-conscious, students Social media Goals: Engage existing customers, and bring more revenue by promoting product
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- 27. What do Ineed to create a facebook fan page? 1. BUSINESS CATEGORY & PAGE NAME 2. PROFILE PICTURE 3. INFO BLURB 4. PERSONALIZED URL 5. COVER PHOTO FACEBOOK.COM/BUSINESS
- 28. Visual & ContentConsistency -COLOR PALETTE -FONTS -PHOTOS/LOGOS -DISTINCT PAGE VOICE -CONSISTENT TOPICS
- 30. Case Study: nescafe Values:saving the world with Good coffee. Audience: working/Coffee-drinking adults Social media Goals: Reach more people through relatable messaging
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- 34. What does mybrand personality look like?
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- 36. Content creation Planning =Time efficiency Tools needed Google or Excel Spreadsheet Understanding of brand identity Extras: Images, image-editing tool.
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- 38. Content Ideas Tips News/articles thatare relevant to audience Deals & specials Fan engagement (polls, “like this if....”) Upcoming events / Business News Thought/design/site/recipe of the day
- 39. Quick Tips: Do’sand Don’ts Post daily Be timely Keep posts between 100-250 characters Post a variety of different types of posts (photos, Text, URLS, Videos, albums) Explicitly tell users what you want (i.e. Like this post if you want Steak on the menu) Interact with users in comments & Wall posts DO’S
- 40. Quick Tips Change yourprofile picture often Use a personal profile instead of business profile Sell too often Ignore comments Leave spam on your wall Use the Facebook scheduler DON’TS
- 41. growing your fanbase
- 42. Let people knowyou have a Facebook page
- 43. DAILY CONTENT =LONG TERM GROWTH + ENGAGEMENT CAMPAIGNS = SHORT TERM GROWTH
- 44. Campaign ideas foryour brand Giveaways Events Coupons or deals Livestream - meet the team Fan of the week Cross promotion with other brands
- 45. Campaign Case Study: Dolphin’stablet giveaway Goal: iNcrease Facebook fans Timeline: Holiday Season Start Campaign: November 11, 2012 End CAmpaign: December 4, 2012 Tools: Product (Dolphin), Facebook Page, Entry Form, Images. Monetary cost: 3 tablets + Promoted FB Posts
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- 47. Make ‘em workfor it
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- 51. Reminder to entergiveaway
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- 53. Results: dolphin’s Nexus10 giveaway 172,352 people saw the promoted post announcing the giveaway - this was the most popular post ever 28,325 new fans (compared to 1,489 new fans in Oct.) 29.61% growth (compared to 1.58% growth in Oct.) 120,000 giveaway entries
- 54. Key take away:Dolphin Campaign News feed-driven communication + strong images Teasing & adding more prizes to build excitement Promoted posts to highlight key messages Integration of “like” into the entry form In-product placement Cross-promotion on twitter, G+, blog, newsletter
- 55. Campaign Tips Be Organized& Clear Boost excitement: Make fans Like for it, promote important campaign posts, increase stakes, Use engaging imagery Utilize all your marketing resources: newsletter, blog, product, twitter, in person Fan-gate: Fans must like page to be able to win.
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- 57. Don’t be afraidof social media. Be afraid of not being on social media Relationship building takes a long time: be patient Consistency: values, imagery, content Watch what other brands are doing Evolve final thoughts
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Editor's Notes
- #3 Just to start of with a little bit of information about Dolphin and myself.
- #4 -The Power of Social Media: It ’ s a super exciting time in marketing right now. Social media is leveling the playing field, and making it possible for small business owners to market just like the big brands at a fraction of the cost. -Building your brand identity and starting your Facebook page. There are 3 things you need for this: An understanding of your Brand values, Audience, Goals for Social media. At this point, we ’ ll chat about the things you need to know to get started on Facebook. -We ’ ll discuss Tools & Tips for planning your fan page content -So you ’ ve got a Facebook page setup - now how do I grow my followers? We ’ ll discuss strategies anyone can utilize to organize larger campaigns, and then how to measure the success of these campaigns.
- #6 For those who need a bit of convincing whether it ’ s worth your time to keep up, let me tell you a little bit about the power of social media and what it can do for your brand.
- #7 I ’ d like to start off with a heartwarming David and Goliath tale. You all know Lowe ’ s Superstore? This is their Facebook fan page. They currently have over 2 million likes on their page.
- #8 Crestview doors is a small door manufacturer based in Austin Texas. They specialize in mid-century modern architecture. As of 2010, they had a modest Facebook following of just under 1000 fans.
- #9 And then, Lowe ’ s decided to run a social media campaign highlighting the country ’ s ugliest doors. People would send in pictures of their doors and then fans would vote on which door was the ugliest. The folks at Crestview Doors were surprised to find that one of their best selling doors was the winner.
- #10 Crestview stood up to the mighty Goliath and wrote back to Lowe ’ s - “ You call it ugly, we call it the Pasadena. ” This post got a huge amount of engagement from their fanbase, and it was at this point that Crestview realized that their mission for their Facebook page was not selling doors, but to bring back mid-century design to the home décor market, and turning their die-hard fans in to evangelizers.
- #11 And the way they did that? They got personal. Crestview took on the challenge of increasing their fanbase by bringing personality to their Facebook page and building a brand identity that is completely infatuated with doors, design, and family. Families in front of their doors, pictures of kids on their first day of school standing outside their front door, before and afters of customer redesigns. They posted daily and measured their social media results until they found content that worked. In turn, they saw results.
- #12 Social media has leveled the marketing playing field, and now big brands and small businesses alike can utilize the same tools to effectively reach their customer base. While Crestview ’ s 7k might not be a match for Lowe ’ s 2 million fans, they now have a super engaged fan base that ’ s constantly interacting with posts and building trust with a likable brand.
- #13 If you ’ re not yet convinced that your brand should be on Facebook, here ’ s some statistics. -Everyone is getting on Facebook. -These daily users are spending more time on their Facebook newsfeed than the top 6 news websites COMBINED.
- #14 -People are EXPECTING your brand to be on Facebook. -Businesses are seeing results from their Facebook feeds
- #15 There are loads of advantages to Social Media: -Free -Branding Tool - Website is your Fact Sheet, your Facebook page is your PERSONALITY -Builds community -Gives you an easy avenue to ask for, receive and respond to your customer ’ s feedback. -I ’ m sure you ’ ve heard of some of the disadvantages of social media, but I ’ d like to dispel these rumors as misguided expectations. -The reality is, social media is a branding tool before it ’ s a revenue generator. “ People are being sold on social as a place to generate leads, but Facebook is really a place to build loyalty, answer customer service questions and to build a community. ” -If you build a strong community, the revenue will eventually follow. However, relationship-building takes time.
- #16 Since your Facebook page is your direct access to your community, it ’ s important to build a solid understanding of your brand ’ s social media identity to maintain consistency and start building long-term trust with your fans.
- #17 Think of your company as a person. If your followers treat your company like a friend, you ’ re likely running your account like that of a person, rather than a brand.
- #18 There are three questions you should ask yourself when building up your business ’ s Facebook page. These will help form your brand personality.
- #19 At Dolphin, we follow this cheat sheet when thinking about content for our Facebook page.
- #20 Dolphin ’ s Facebook landing page, found at facebook.com/dolphinfans
- #21 Our content is geared towards people interested in technology
- #22 We also engage with fans to get their feedback on the Dolphin product and brand.
- #23 So let ’ s analyze a brand that we all know. Whether you like Jack in the Box or not, their marketing team is a great example to learn from. In terms of social media, they ’ re also doing things right. Let ’ s break it down.
- #24 Jack in the Box currently has about 770k followers on their Facebook page.
- #25 A large portion of their content is witty sayings, straight from the mouth of Jack in an attempt to reach their target audience. They reference late night shows that are popular with college age/young adults. He plays on the popular bacon meme a lot. Let ’ s take this moment to make sure we have some general understanding here. Thumbs up symbol means the number of likes. The box indicates comments and the last symbol on the right is shares. If you ’ re looking to increase your REACH of your Facebook post, you ’ ll want to get a lot of shares. People will typically only share something to their page because they really relate to or agree with the content. More comments means you ’ ve got a lot of engagement with the post. Likes are also engagement, but are not weighed as heavily as comments (likes are more like simple acknowledgements).
- #26 There ’ s obvious promotion of the product, but they position it in a way so that when I read this as a consumer, I don ’ t feel like I ’ m being sold to. I am actually trying to figure out what you call 20 chicken nuggets.
- #27 Jack in the Box has done some awesome things in engaging with their Facebook fans. One fan made a page asking for Jack in the Box to bring back a popular menu item and they listened! Jack himself made a surprise video call to the creator of the Facebook page. This type of engagement builds excitement for the brand. People love to know that they ’ re opinions and suggestions are being heard.
- #28 1. Choose a name that represents your business clearly and doesn ’ t confuse people. 2. Use your business logo. Don ’ t change this very often, as most people will be interacting with your Facebook page via their newsfeed and the first thing they see is your profile picture. 3. Be clear and concise. Link back to your website. 4. This is something that I recommend setting up: shorter URL is always better
- #29 You should maintain a consistent color palette across the page. If you have graphic design skills, use the same fonts in everything, slap your logo on photos.
- #30 At Dolphin, we try to get the Dolphin green or our logo into every photograph we post. Our “ voice ” is helpful and fun.
- #31 Another good example of consistency in branding is Nescafe
- #32 Red. Coffee Cup. Encouraging messaging.
- #33 Nescafe expands their reach through relatable content.
- #34 Nescafe also posts content that is focused on fan engagement, but their branding is still blatantly apparent.
- #35 Sit down and brainstorm. Make a cheat sheet that you keep with you at all times. What ’ s your brand ’ s values? What is the audience you ’ re trying to reach through social media? What are you social media goals? Think about the different topics your audience would be interested in.
- #36 This cheat sheet will be especially helpful when planning engaging daily content for your Facebook page.
- #37 The big misconception among small businesses is that social media is time consuming, but with the right planning and using your time efficiently, you can come up with daily content in less than 4 hours per week. -Tips: Be sure to use images that you own. Or use tools like Deposit photos, or creative commons. If Photoshop is not your friend, there are some image-editing tools that are cheap and easier to navigate (Pixelmator).
- #38 Here is the snapshot of the Dolphin social media calendar. I personally spend about 5 hours a week in total curating content for the Dolphin Browser fan page. It ’ s about 4 hours on one day of planning out the next week, and then each day takes about 5 minutes to post the content. I then spend about 15 minutes throughout the day answering comments or questions that come into the page.
- #39 Change it up! Post a variety of different types of content throughout the week.
- #40 Edgerank: -When you post content on your business page, it doesn ’ t necessarily mean it ’ s going to end up in your fan ’ s news feed. -Facebook uses an algorithm called Edgerank to determine what percentage of your fans see your page content in their newsfeed. -A better Edgerank means more of your fans are seeing your content pop up in their newsfeed. -You can increase your Edgerank by being mindful of these Quick Tips. -There are also tools that measure your Edgerank, like http://edgerankchecker.com/
- #41 Note: -Ignoring critical comments can sometimes lead to disaster. Try to approach it as soon as possible, and take the conversation elsewhere (ex. “ Shoot me an email at [email_address] and I ’ ll look into your issue.) -Don ’ t be afraid to ban users who are posting negative or spiteful comments on your fan page. It ’ s your business, it ’ s your brand, it ’ s your FAN page. If they ’ re not acting like a fan and they ’ re being abusive, it ’ s okay to remove these comments or ban users (I typically ban when the fan starts using profanity). -Auto-posting to Facebook decreases likes and comments by 70%. To get the best results, spend 5 minutes a day copy and pasting from your content calendar to your Facebook page. Also spend these 5 minutes checkin up on the Facebook page and answering any new comments.
- #42 You ’ ve got a Facebook page. You ’ ve started to post content and establish your brand identity. Now - how do I start seeing growth?
- #47 We started the campaign just in time for the holiday season. Our goal was simple: Grow our fan base. But we had to know what people wanted.
- #48 Once we knew what to give away, we wanted our fans to work for their prize. This helped build excitement for the giveaway and increase the reach of our posts.
- #49 -We Promoted this post ~$200. -The entry form required that you “ Like ” dolphin before you could enter. - Made an entry form that was mobile friendly. Form tools: Wufoo, Google forms, SurveyMonkey
- #50 Over Thanksgiving weekend, in the thick of the giveaway, we reach 100,000 Facebook fans. We thanked our fans by adding another tablet to the prize giveaway. Now we ’ d have TWO winners
- #51 Added yet another prize in celebration of cyber monday. An iPad Mini to appeal to our iOS users.
- #52 Reminded them that they had one final day to enter.
- #54 Over the span of three weeks, we gained nearly 30,000 new fans. Campaign Cost: <$1500
- #56 Be Organized & Clear: Have a schedule of posts before you start the campaign. Think of every outcome (not enough entries, etc). Have a sweepstakes terms for entry.
- #57 Facebook Insights give you pretty detailed analytics for what posts are getting the farthest reach, and which are getting more engaged users. It also shows you which posts are more viral, which is a measurement of people who see your post who are not your fan yet. Track these insights. Take time to make quick weekly, monthly reports to show your progress. Then adapt and adjust your content to something that works for your brand.
- #58 Social media is still growing and changing. Stay up to date on the trends, and watch what other brands are doing with the tools that are available to them.
- #59 Questions? Email me. Want to tell me about the cool stuff you ’ re doing on your Facebook page? Email me!