Day 2 Wrapup: Social Media Success Summit 2010 (#SMSS10)

by Randy Duermyer on May 6, 2010

Social Media Success Summit 2010

Session 1: Optimizing Your Facebook Fan Page for Profits

Presenter: Mari Smith

Facebook dynamo Mari Smith first looked at why Facebook is an important social media marketing platform for many businesses:

  • Facebook is the number 1 social network in the world.
  • Facebook has 500 million “active” users (have logged on to Facebook in the past 30 days)
  • Half of Facebook’s user log on to Facebook every day.
  • 70% of Facebook users reside outside of the U.S.
  • 68% of Facebook users surveyed say they are more likely to buy based on a positive referral from a Facebook friend.

Facebook Fan Pages vs. Facebook Groups

For most businesses, Facebook Fan pages are a better choice than Facebook Groups because:

  • Facebook Groups can have unlimited members, but you can’t send messages to more than 5,000 members; Facebook Fan pages can have unlimited fans (those who “Like” the page) and there is no limit on the number of fans to whom you can send messages.
  • Facebook Groups do not allow you to customize your content, whereas Facebook Fan pages do.
  • Facebook Group content is not indexed by Google; Facebook Fan pages are fully indexed by Google.

The new Facebook Community pages are for causes, activities or interests; not for business. Facebook has created many Community pages based on the interests of Facebook users. If you create a Community page and it becomes very popular, Facebook can take it over, at which time you lose all control.

Main Session Takeaways:

  1. You must have a Facebook personal profile or business account in order to create Fan pages.
  2. Fan pages are highly customizable (except for the Wall and Info tabs) and each carries its own unique URL. Because of this, you can test which tabs would make the most effective Landing page.
  3. You cannot change the name of a Facebook Fan page once it’s created, nor its category. However, you can delete an existing Fan page and create a new one with a new name in a different category.
  4. You should always have a Fan page administrator other than yourself; You cannot remove an administrator the originating administrator once assigned, but you can add others. and remove additional administrators as needed.
  5. You should develop a strategy before creating a Facebook Fan page that addresses: Your target market; your objectives; implementation strategies; agreement on the technology and tools you’ll use for executing your Fan page strategy; decisions on how to track and measure results.

This is one of two SMSS sessions that feature Mari Smith. A more advanced Facebook session will be held on May 20.

Session 2: 5 Ways to Measure Social Media Marketing Success

Presenter: Jason Falls

As more and more businesses plan to budget for and implement a social media marketing strategy, a common complaint is that social media efforts are difficult to measure in order to determine their corresponding ROI (return on investment). Not at all true, as Jason Falls demonstrated in this session.

In order to develop a social media strategy and best track its ROI, you need to first understand what social media can do for you. Jason put the benefits of social media marketing into five main buckets:

  1. Aids in branding and awareness
  2. Builds community
  3. Provides customer service opportunities
  4. Allows for/enables/enhances research and development and collaboration
  5. Offers direct sales opportunities

Main Session Takeaways:

  1. Once you understand what you want social media to do for your business, you need to develop multiple, singularly focused and measurable goals.
  2. Once your social media goals are developed, you need to create clear objective statements for each goal that include your target audience, the level of attainment that will allow you to meet your goal (number of site visitors, number of fans, etc.) and a time frame in which that level of attainment needs to be achieved.
  3. Then, you’ll need to develop strategies that will allow you to accomplish your objectives; make a tactical To-Do list for each strategy.
  4. Track and analyze results.

Once you follow these steps you’ll have clearly defined ways in which you can measure your social media success.

Session 3: How a Chicago Pizza Franchise Used Social Media to Create Raving Customers (A Case Study)

Presenter:Ramon De Leon, franchise owner of 6 Chicago-area Domino’s Pizza stores

In this session, Ramon De Leon explained how he used a variety of online tools to promote his Domino’s Pizza stores before social media as we know it ever existed. He also told of how groups of college students promoted their local Domino’s Pizza stores before he even became aware of it. A very important part of his early strategy was to allow those students to download pictures of people enjoying Domino’s pizza at various events, with the Domino’s logo on each photo. As students posted the photos to their profiles, the chain became more popular.

I was not able to attend the full session due to prior commitments.

Social Media Success Summit – Index of Session Takeaways

Did you attend any of these sessions at the Social Media Success Summit 2010 (especially the Domino’s Pizza case study session)? If so, what were your takeaways. If not, what are your thoughts on Facebook fan pages and measuring social media ROI?

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{ 10 comments… read them below or add one }

Maeve Donohue May 6, 2010 at 4:22 pm

Thanks for the wrap up, Randy. Filled in some gaps that I missed in my notes. I wasn’t able to attend the last session either. Let me know if you find a good summary of it anywhere.

Janet Barclay May 6, 2010 at 4:47 pm

I was very surprised to learn that admins can’t be removed from FB pages. As a virtual assistant, I create and/or administer pages for a number of my clients, and I don’t think they would want me to have that access if we stop working together at some time in the future. Not that I would ever do anything to cause a problem, but I can see a scenario where two people have a falling out and one decides to get nasty…

Randy Duermyer May 7, 2010 at 12:07 pm

Hi Janet:
I was surprised too. I think it’s just another area where Facebook needs to get its act together – and hopefully, sooner rather than later. Maybe the recent uproar about Facebook privacy issues will result in getting something accomplished in this area too.

Randy Duermyer May 7, 2010 at 12:09 pm

Maeve:
Glad it was helpful to you. It can be pretty hard to keep up in the sessions, especially with live Tweets going on, etc. I think Mari’s presentation went especially fast and covered a lot of information. Session attendees also have the benefit of online access after the presentation (for a full year) so that’s one way to catch up and refresh our memories.

Mari Smith May 8, 2010 at 4:44 pm

Hi Randy – awesome recap!! Thank you so much.

Whew, yes, I packed a ton of content in and I’m the only presenter leading two sessions… basically, because Facebook is such a *massive* topic, as you know!!

Yes, clarification on your point #4 of my session — it’s only the *originating* Admin that can never be removed. That person (who is linked to their personal profile… or possibly a business account) is locked in as the main Admin forever. And, they can add as many additional Admins as they wish… and these Admins can just as easily be removed.

Cheers!
@marismith

Randy Duermyer May 10, 2010 at 3:05 pm

Hi Mari:
Thanks for stopping by and for the clarification. I’m looking forward to your next FB session!

Best,
Randy

Sabine McElrath May 10, 2010 at 9:00 pm

Thanks for the overview Randy!

Learned the hard way about the admin ‘feature’ on Facebook. New client reached out to me to help with FB marketing which she had left in the hands of an employee since she (owner) didn’t want to set up a FB personal profile. Although I added myself as an admin, that original admin can never be changed, even after she is no longer an employee!

Could be dangerous!

In my work with clients, I always start with creating a strategy before creating a Facebook Fan page or delving into any other media outpost. Sometimes hard to get them to go through the strategy and planning phases, but SO important!

Thanks again for taking the time to recap some great sessions!
Cheers,
Sabine

Randy Duermyer May 12, 2010 at 8:37 am

Hi Sabine:
Thanks for the kind words and your insight. Yes, planning a strategy is an important first step, but most seem to want to put their toe in the water first to see what works. What’s probably most common is the situation where the client already has a social media presence but decides to seek help with making the most of it and developing a strategy going forward. We often don’t get the luxury of starting from the beginning, but the challenge of correcting course and steering the ship in the right direction can also be a lot of fun.

Randy

Adam Jacobson May 12, 2010 at 6:29 pm

Great information here. Mari’s findings are similar to those I gathered for a report released May 17 through HispanicAd.com and JakeAdams.net I have just finalized. I invite all to read the 2010 U.S. Hispanic Social Media & Marketing Overview upon its release to learn how to engage with an ever-growing, digitally connected and upwardly mobile consumer base.

Randy Duermyer May 14, 2010 at 11:06 am

Adam:
Thanks for stopping by and providing a different perspective.

Randy

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