Creating & Sustaining

Winning Fan Page on

Facebook

Ruben Quinones,
Director of New Media
May 25th, 2011 • John B. Hynes Convention Center

Twitter: @rubenq #NewEnglandXPO

Twitter: @rubenq
 Who We Are
•Strategic
•StrategicOnline
OnlineMarketing
MarketingApproach
Approach
•SEO,
•SEO,Social
SocialMedia
Media&&Pay-Per-Click
Pay-Per-Clickmanagement
management
•Industry
•Industryleading
leadingtechnology
technologyfor
formanaging,
managing,optimizing
optimizing&&
tracking
trackingsearch
search based
basedcampaigns
campaigns

Some Brands We Have Worked With

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Lead Funnel – Search Vs. Social

Awareness

Favorability

Consideration

Intent to Purchase

Purchase

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 Intent Vs. Propensity

VS
VS

@rubenq @pathinteractive
Twitter: @rubenq #w2e
#NewEnglandXPO
 Causes

Facebook Ads

Incentives

Website

Conversions

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 Some Reasons Why Businesses
Fail on Facebook
•Assuming Facebook is a purely a direct response vehicle

•Underestimate investment of time

•Don’t produce, or don’t produce enough content to fuel

their page

•Failure to synergize all existing media outlets

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Creating A Facebook Business Page – Search Tips
The About Box
Provide some
relevant keywords
along with a good
description.

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 Creating A Facebook Business Page
Search Tips

The Info Button,

another opportunity
for relevant key
terms.

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Making The Most of Your Page

VS

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Making The Most of Your Page

Make the most out of

your logo.
S

@rubenq @pathinteractive
Twitter: @rubenq #w2e
#NewEnglandXPO
 Announcing Your Page

What is
typically done
- suggest to
friends

Gets lost in
your Facebook
mail

@rubenq @pathinteractive
Twitter: @rubenq #w2e
#NewEnglandXPO
 Announcing Your Page

Send them
an
email
directly

@rubenq @pathinteractive
Twitter: @rubenq #w2e
#NewEnglandXPO
Applications & App Providers

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Twitter: @rubenq #w2e
#NewEnglandXPO
 Applications– RSS Graffiti
When You need to
schedule – Apps like RSS
Graffiti, Social RSS &
Hootsuite automatically
publishes to your feed.
Set a delay time, and a
schedule of checking
your feed for new
content.

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Applications– YouTube Video Box

Input URLs
of YouTube videos
and they show up on
your page and in a
tab.

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 Applications - ShopTAB

Add products
right into your
Facebook
page.

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Applications- Wildfire

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Applications- Reveal – Non Reveal Tabs

Non
Fan
Fan

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Applications for Live Streaming

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Facebook Ads – Paid Media

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Defeating Ad Fatigue

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 Facebook Ads – Paid Media

Cost per Lead reduced close to 30% compared to

broad campaign by segmenting

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Facebook Ads – Paid Media

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 Facebook Insights

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 Earned Media: What is
Engagement on Facebook?
Educational

Entertaining

Exclusives

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Reasons People “Unlike” Brands On Facebook
How Much Can You Get Away With?

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What’s the
strategy
here?

What’s
feeding your
posts?

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 Is it
just
about
you?

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Are you part
of the
community?

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Questions and
trivias are a
great way to
entertain your
audience.

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 New as of last week, if you
are an admin, and you would
like to install, click on edit
page, and on the top right a
Green button called “Get
Questions Now”

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 Case Study

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 3 “Tags”
on this
post

Facebook
enabled
YouTube comments
Video on log
embedded
on
facebook
page

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Twitter: @rubenq #NewEnglandXPO
Twitter: @rubenq #NewEnglandXPO
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 Results - Facebook

Facebook Referring Traffic

• Overall traffic to the site grew 40% for the month
• Highest conversion rate of any referring or organic traffic – 3.74%
• Over 800 Video Views, 522 new likes

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 Case Study 2

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 Results - Facebook

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 Sample Launch Schedule
Reasons for Facebook Brand Page Launch

•Brand Awareness: With over 500 million users, facebook has established itself as a credible
community to have a level of interaction with. Instead of relying on facebook users to go to the
_____ web site, we are making it easier for them to find ______.
•Drive Traffic to Site: A facebook presence provides another portal by which users can gain access
to your site.
•Integrate and Publish Content: Although this should not be the only material on the page,
publishing worthy content via the site provides a constant reminder of ______’s presence on
facebook. Feeds should be inclusive of relevant press releases, new content pieces, videos,
product launches, fan interaction, etc. There is currently a news feed in place on main site.
•Event Marketing: The wall and or a dedicated tab that will be leveraged to market future events.
•Gauge Feedback: Get a good overview of brand, product, and event sentiment.
•Interact with Audience: Deepen the relationship with customers, prospects, vendors and other
valuable relationships relevant to _______ by engaging with their comments.

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 Sample Launch Schedule
Corporate Facebook Page Launch
Below we recommend a schedule to provide a soft launch in March and official launch of the facebook page in April.
Recommended Administrators: Path, ___, anyone else from corporate, social media A team? Path can provide or assist content status
updates, any event marketing updates, etc. We can properly evaluate responsibilities as the fan page grows and or scope of work has
changed.
Recommended Architecture: To start off with, below is the recommended tabs to start off with, we can introduce new tabs as needed in the
future. Path can execute on these tasks.
•Top photos above the wall should have 5 pictures representative of the different business units.
Tabs on the left (new facebook pages)
•Wall – We recommend turning profanity blocklist to at least moderate.
•Info - We would recommend brand and keyword rich text in the description.
•Photos – Should show case select business unit photos
•Videos - Feature the videos that are on the ____ Youtube channel.
•Events – Iframe application that mirrors the events page on main site.

Recommended Schedule:
•March: Build primary applications for the wall, start flowing content into page
•Last week of March: Soft launch, invite employees via email.
•First week of April: Recommend producing press release of official fan page opening, send out invites to clients, vendors and friends.
•End of April: Evaluate next steps if necessary.
•Second week of April: Start supporting promotion of ___ event.

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Other Facebook Features

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 Thank You!

Presentation available at
facebook.com/pathinteractive

www.linkedin.com/in/rubenquinones

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