Drive preference and differentiation
Facebook is a great place to build preference and differentiation for your brand over competitors. On Facebook, people discover your brand through trusted referrals from their friends. Then drive preference by interacting with and rewarding your fans. Think of your Facebook Page as a key touch point that you can leverage to bring your brand to life for your customers in real time.
5 steps to drive preference and differentiation
1 Understand what people currently think of your business and why they think it is unique and relevant
a. Listen to what people are saying about your business on your Page and use Questions to survey them
b. Use Page Insights to understand what they are interested in
2 Define the gap between your current perception and your brand’s desired perception or point of differentiation
3 Launch an integrated brand-building campaign to drive preference and differentiation
a. Create a campaign that supports your desired perception across your typical channels (TV, print, radio, Facebook, etc.)
b. Create Facebook Ads and Sponsored Stories with Friends of Connections targeting to show people how their friends have already interacted with
your brand
4 Think about how to integrate Facebook into your products, website or mobile apps to make them more personal and unique
a. Use the Graph API to enable people to shop based on what their friends like
b. Use Social Plugins to create a social experience for people engaging with
your brand
c. Use Apps on Facebook to bring your brand to life on your Page
5 Check in with your customers to understand what is resonating and whether you have
been successful
a. Monitor your Wall and use Page Insights to see what’s working
b. Run a Nielsen Brand Effects study (where available) to ask questions or run polls to understand how perceptions changed post-campaign
c. Use your own brand tracking measurement tools
Increase traffic and sales
Facebook turns purchasing into a social decision by enabling people to show what they like and have purchased, both online and in the physical world. On Facebook, you can create viral promotional events, publicize offers or run Deals. Every time someone RSVPs, clicks, or checks-in, that action gets shared with all of their friends. This combination of word of mouth and your ability to deepen engagement with your customers at the point of purchase (either on your website or in store) is incredibly powerful at driving traffic and sales.
5 steps to increase traffic and sales
1 Decide on a sales goal and the promotional activities that will help you get there
2 Run a creative campaign to share that promotion through Facebook Ads and Page publishing
a. Consider using an application or exclusive tab to create a promotion that requires people to like your Page or share the content
b. Use Sponsored Stories to ensure the friends of someone who interacts
with your campaign, see that action
3 Create a social experience at the point of purchase
a. Use the Graph API to allow people to like specific products
b. Integrate post purchase sharing so that once a user has checked out, they have the option to publish to their Wall
c. Create Deals to drive people in store and have them check in so the action gets published back to their friends
4 Drive people to point of purchase online
a. Use Facebook Ads with offers that take people to the point of purchase – be transparent that clicking the ad will take you off Facebook
b. Every time someone likes a product on your website, boost the story with Sponsored Stories for Domains
5 Drive people to point of purchase off-line
a. Make sure your Page is connected to a geographic Place
b. Use Deals and Premium Event Ads to drive people in store
c. Run Sponsored Stories for Place Check-ins to amplify word of mouth
Build loyalty and deepen relationships
Facebook is fundamentally about relationships. The people who like your Page are saying that they want a relationship with you. This connection allows you to build and deepen relationships with your most loyal customers and allows them to spread the word about your brand to their friends. Because of the information people share about themselves on Facebook, you can create highly custom and personalized experiences to drive engagement and loyalty over time.
5 steps to build loyalty and deepen relationships
1 Remind people that you are on Facebook and there to communicate with them
a. Promote your Facebook Page in offline marketing collateral
b. Integrate Facebook into your website with Graph API to make sure your customers are part of your Facebook community
c. Use Facebook Ads and Sponsored Stories to stay top of mind
2 Develop an authentic personality and voice
a. Create a publishing calendar
b. Post stories that people care about, ask questions and encourage participation
c. Publish in the early morning or late evening
3 Ask questions, listen and be responsive, take part in a two-way conversation
a. Use Facebook Questions to drive engagement and learn
b. Appoint someone on your team to monitor your Page daily and interact with people in an authentic way
4 Use the Graph API and Social Plugins to create more personalized and relevant online
experiences to build loyalty
5 Let your fans know they are special and reward them for their relationship
a. Thank them for their engagement
b. Run Deals and special promotions to your Facebook community
c. Provide them with exclusive information, updates, and events
