In the not too distant past, Facebook was just a social network where advertisers could buy media. However, the addition of new ad formats and the Facebook Applications and Facebook Pages platforms have transformed Facebook into a marketing microcosm where virtually any marketing objective will find a solution. Evidence is found in the fact that if you’ve considered creating a Facebook Page, you’ve probably asked some of the following questions:
Should PR be in charge of messaging? Or should it be our CRM folks? Don’t we need to get our promotions agency involved since we’re running a sweepstakes, and our media planners, since we’re buying Facebook Ads?
In fact, each one of the disciplines in your agency or marketing department has a channel within Facebook to achieve their objectives. In this blog post, I’ve outlined a few different approaches to Facebook based on different disciplines and objectives. Hopefully, it will expand how you think of Facebook, as well as give you some ideas for how to address your specific marketing challenges:
Generate Awareness
Run Virtual Gift Ads: The Facebook Virtual Gifts product allows you to reach a mass audience, but also to generate real results. Try running a virtual gift promotion on the same day as an in-store giveaway.
Engender Loyalty
Create a Facebook Page: All Facebook Pages should have loyalty as the core strategic objective. Your current customers are the most likely to become “fans”, but you may have some prospects, too. View this as a loyalty effort you can’t get anywhere else. You are a “friend” now, not a brand.
Increase Online Sales
Give Exclusive Facebook Offers: In addition to loyalty, sales can be generated by creating exclusive Facebook promo codes. Distribute through your Facebook Page, send via updates or in your status.
Drive Offline Sales
Run Event Ads: Having a special sale? Buy the “event” ad format on Facebook and users will RSVP to your event directly through the ad. Plus, you’ll get an extra viral push when their friends are notified.
Reveal Customer Insights
Create a Fan Focus Group: Those 5,000 fans on your brand Facebook Page have something to say about your brand. Allow them to post content and mine it for insights. Find new ways to get your fans involved in providing you feedback, and use it!
Build a Database
Create Contests and Sweepstakes: The viral potential of contests and sweepstakes is amplified if you can encourage interaction with your Facebook Page. Many companies have developed Facebook Applications that make running contests and sweepstakes through Facebook easy.
Have any more ideas to add? Leave us your thoughts in a comment!
1 Comment | Trackback | Categories: Tips and Tricks | Email This Post
October 8th, 2009 at 6:53 am
[...] Good post from the Click Here Blog. [...]