The key to successful Facebook marketing is to drive user engagement—to equip your power users to market on your behalf. Thus, smart advertisers leverage Facebook’s ad and application platform to create endorsements that are kickstarted with advertising and then spread virally. Learn how to drive both branding and defensible ROI from your Facebook efforts.
In this hands-on workshop, we’ll walk through the process via a three-part framework of ads, apps, and analytics.
Apps How to use reveal tabs and social widgets to drive fans on and off the Facebook page, with and without ads. Facebook contest rules: what is allowed and not allowed, plus which strategies drive sharing. Building your email list with Facebook Connect: collect user information without any forms. Other engagement apps: scoring, quizzes, nomination, badging, spin the wheel, face off, and others. In which situations do each of these apps perform best?
Analytics What is the value of your Facebook fan page? How to use Facebook Insights and the Post Quality Score metric to measure engagement and troubleshoot problems. Facebook marketing in tandem with other marketing channels: how to attribute credit when there are multiple touches. Determining who are the the most influential fans and how to adjust campaigns to get more of them.
Dennis Yu is CEO of BlitzLocal, which does local advertising for professional service firms and franchised companies.
Prior to BlitzLocal, Dennis spent 4 years at Yahoo! doing analytics and Pay-Per-Click advertising, as well as 3 years at American Airlines performing internet marketing. He has degrees in Finance and Economics from Southern Methodist University and the London School of Economics.
Justin Kistner leads the development of Webtrends Facebook Analytics and is the public face for Webtrends’ social media initiatives. Kistner joined Webtrends from Voce Communications, where he helped architect social strategy for clients such as Intel and Oracle. He previously spent time as a Social Engagement Coordinator at Jive Software, and was the owner of Metafluence, Inc. – an independent web presence consultancy.
In addition to his role at Webtrends, Kistner organizes Beer and Blog – a blogging meet up hosted in 18 cities from Portland to Tokyo. Kistner also holds a bachelor degree in advertising from the University of Oregon.
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