Facebook and Adobewha’s no o Like: Webcas Guide
oday’s online markeers can gain considerable compeiive advanage by leveraging Facebook’s social plug-ins and, in paricular, he Facebook Like buton. Te reach o Facebook is undeniable, wih more han 750 million users worldwide. Te Facebook plaorm enables businesses o engage wih cusomers and prospecs in myriad ways o drive growh and reurn on invesmen (ROI).
hese opporuniies are los, however, i businesses are no measuring and opimizing heir use o Facebook’s social plug-ins. Businesses need o ully undersand how cusomers are ineracing wih heir conen and communicaions, as well as how hey ake subsequen acion, such as making a purchase as a resul o a paricular ineracion. his guide describes bes pracices or measuring and opimizing he impac o he Facebook Like buon on business growh and ROI. I provides an overview o Facebook’s plug-in oerings, wih a ocus on he Like buon. And i describes how o use he Adobe® Digial Markeing Suie, paricularly Adobe SieCaalys® and Adobe es&arge™ or measuremen, A/B esing, and opimizaion.
Liking he Like buton
Facebook recenly announced ha i had 750 million users worldwide. Over hal o hese users reurn daily, which means ha i you’re running a websie, when people land on your sie, over hal o hem are already logged in o Facebook, and you can engage hem wih social ineracions righ o he ba using he Like buon.oday’s web and social savvy users are sharing and discovering conen in a myriad o ways. News aricles, evens, and phoos are being shared hrough he Facebook News Feed, enabling word o mouh a scale. weny years ago, i was common or people o use newspaper clippings as a way o share inormaion ha hey were ineresed in. en years ago, many more people were sharing by emailing web links. Facebook believes ha he nex decade will be dominaed by people sharing wih he Like buon. he Like buon creaes a dialogue no jus beween he user on your websie and your sie isel bu also beween he user’s riends and he user’s riends’ riends, allowing you o broaden your reach and ampliy your message via word o mouh.
Facebook believes ha he nex decade will be dominaed by people sharing wih he Like buton.Te Like buton creaes measurable business value by amplifying your brand’s message via word of mouh using social media.
Facebook and Adobewha’s no o Like
Presented jointly by:Marianne Llewellyn
Adobe
Tiffany Chang Black
Facebook
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Facebook and Adobewha’s no o Like: Webcas Guide
Turn the marketing funnel into a viral loop
he Like buon has he unique abiliy o urn he radiional markeing unnel ino a viral loop. Anybody ha has ever aken Markeing 101 is probably amiliar wih he AIDA unnelAwareness, Ineres, Decision, and Acion. Going orward, i’s really no longer a unnel bu raher a sel-perpeuaing viral loop. Aer users conver on your sie, he goal is o ge hem o advocae or you, o be your bes sales reps, and o ell heir riends abou your producs, your aricles, or whaever i migh be ha is imporan o you. Insead o ocusing on ha las AIDA elemen, you wan o creae a social media–driven viral loop o recommendaions or your producs and services. here are a couple o ways o do his using Facebook social plug-ins.
Embed social functionality using plug-ins
Social plug-ins enable you o provide engaging experiences or your users. Because he plug-ins are served by Facebook, he conen is personalized o viewers wheher or no hey have signed in o your sie. Here’s a quick snapsho o he plug-ins ha Facebook has available.
Like button
When you undersand he imporance o meadaa (irs sep), he Like buon is lierally one line o code o implemen. Each Like buon can poin o a URL. he Like buon is linked o an objec, and all likes accumulae o ha objec.
Send button
he send buon les users share any objec wih a privae audience.
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Facebook and Adobewha’s no o Like: Webcas Guide
Comments
Commens include a “posing as” opion. You can commen as a user, or he company can reply back represening he voice o he brand. I someone is spamming your brand, you can ake measures o moderae his as well.
Registration
Aer implemening Like, Send, and Commens, he nex sep would be o have regisraion or single sign-on wih Facebook. When a user comes o your sie, hey don’ have o log in or sign up wih a dieren email address or password. Regisraion also allows brands o ask or addiional inormaion rom a user, and brands can add heir own ields o gaher he speciic inormaion hey’re ineresed in.
Social channels
Social channels are a way or markeers o reach ou o a very broad base o ans and users. For example, i a brand has a Canvas app, which is lierally a blank canvas wihin Facebook on which o run an app, i can have bookmarks and noiicaions ha help drive ineraciviy and keep users coming back. I markeers build a Canvas app, hey can allow reengagemen wih he user and riends connecing riends wih heir applicaion.
Increase traffic with the Like button
he Like buon can help you increase reerral raic o your sie. o illusrae his poin, le’s use his image o a pink -shir rom he Under Armour websie. When you click on he Like buon, wha happens? Firs, he sory ges published o your riends’ News Feeds. Second, his Like is added o your user proile. So when riends go o your Facebook proile, hey see under “Likes and Ineress” ha you have liked he -shir, along wih he descripion. hird, his iem is added o Facebook search, so i someone ypes in “Under Armour,” i would drop down in he search box. Fourh, and perhaps mos imporan or online reailers, you can publish back o users who have liked his same objec, jus like a Facebook page. his eaure enables he Under Armour markeer o go back and publish o he 80 people who have liked his -shir o ell hem ha i is now available in purple and ha Under Armour is having a sale or a limied ime ha hey should check ou. All he people who liked his shir will ge ha message in heir News Feed. his is a remarkable eaure ha social savvy reailers and news media are using o remarke o heir cusomers, visiors, and readers.
Te Like buton can help you increase referral raffic and significanly boos sales from your sie.