The Maine SEO Blog

Dennis Yu, CEO, BlitzLocal LLC

• Facebook is NOT AdWords
• Facebook tool – Lexicon
• About identity, not queries
• Gender/demographic differences
• Profile attributes as keywords – use profile attributes as a proxy for keywords (Top 12: Simpsons, house, Family Guy, Music, Barack Obama, Dormir, Grey’s Anatomy, Chocolate, Friends, Nutella, Sleeping, Pizza)
• What sites do your customers visit? Use Quantcast.
• 74% of Facebook advertising in 2009 will come from Local.
• Ads with images have far higher CTR
• Use call tracking numbers for your ads
• Facebook = AdWords, circa 2003
  - Tough for agencies – no AdWords editor
• Ad multiplication (use multiplication of 10 images, 3 body copy, 5 demo targets [age and gender], 2 landing pages = 300 options)
• Interest targeting
• Ads are fragile, much more manual, high burnout rates
• Facebook is email marketing – you want to send people to your fan page. Emails burn out fast, messaging on Facebook doesn’t.
• You can target really well – people are honest about who they are, what they do
• The secret: drive them to your fan page, but not to the wall
• What to expect next?
  - Will become more competitive, more expensive

Marty Weintraub, President, aimClear

• A ton of opportunity (300 million users)
• Internal search isn’t all that great
• Edit privacy settings for your page’s search visibility
• For apps, always put the keyword in the name
• Put location in name for events!
• Web results – uses Bing
• Post by friends is chronological
• Select being found by everyone

Facebook Tips

• Best Use: crowd mining
• Give more than you take
• Share links to optimized Content
• Put most important information in titles
• Optimize photo albums
• Bing serves double duty
• Do whatever it takes to lift group and page fan count
• Gain immediate prominence with paid ads

Will Scott, President, Search Influence

Some Sneaky Facebook Opportunities

• Target just your fans or people coming to an event with Ads
• Birthday Targeting (Happy Birthday, get your free product from us!)
• 1:1 communication with Event attendees/maybes

Happy Birthday!

• Beat banner blindness w/ hypertargeted ads
• Applifies immediacy
• Offer redemptions often include complimentary sales
• Great way to attract new customers
• Excellent for retail/service businesses

Event invitations

• The second you respond maybe/yes, you have access to actual email inboxes
• Move those “maybe attending” off the fence

Facebook Advertising ROI

• Huge savings cost/lead
• Advertising is CHEAP!

Rebecca Kelley, Director of Social Media, 10e20

Facebook Groups

• Pre-pages Pages
• Analogous to a forum

Why join a Group?

• Find groups related to a business
• Find targeted users/demographics/potential customers
• Promote brand via comments, links, etc.

Why start a group?

• Run it like your own forum
• Help people, answer questions
• Traffic back to the site
• Subtle branding and interaction

Other thoughts

• Multiple admins on groups – one admin can “boot” another
• Groups can be self-sustainable

Best Practices for Groups

• Choose the name wisely (KEYWORDS!)
• Address a need
• Be mindful of the size of the group (<5000, you can email private messages)
• Participate and be helpful; don’t join if you’re not going to genuinely contribute
• Update frequently

Facebook Pages

• Set up for “fans” of something
• Consist of pretty much anything (causes, corporations, etc.)

What create a Facebook Page?

• Branding
• To find/communicate with an appropriate audience of like-minded individuals
• Traffic
• Stickiness
• Reputation management
• Could create a trendy new angle (run by comedy.com: Laughing fan page)
• Add fan page widget to website

Best Practices for Creating & Marketing a Page

• Create something fun: branded vs. non-branded
• Be “non-commercially” commercial
• What appeals to a broad range of people (think outside the box, word in an interesting way)
• Customize your URL
• Stay on topic (FB might penalize you if you veer off topic)

Questions

• Differences between B2B and B2C marketing: Segment by jobs
• Get links to Facebook page
• You can update fans (via geo-targeting, demographic) – comes in as an update
• Instead of sending someone to your Facebook wall (they’ll see the last 10 things people said), send them to a call-to-action page (if you’re lazy, you can even send them to an iFrame page of your site with an email capture)
• Facebook is the “other internet”
• Facebook or blog? Do what you can spend resources on; if you can do one well, you can do both well

This entry was posted on Wednesday, October 7th, 2009 at 10:18 am and is filed under Expert Advice, Social Media, Training. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.