The Power of Facebook
Why Facebook? <ul><li>Largest social network </li><ul><li>750M active users worldwide </li><ul><li>137M in the United Stat...
Perceptions of popularity </li></ul>
Popularity <ul><li>Average Facebook user has 130 friends
Average Facebook user is connected to 80 Events, Groups or Pages
Average Facebook user creates or shares 90 pieces of content per month </li></ul>
What can I do with Facebook? <ul><li>Customer engagement
Reputation management
Brand awareness
Customer acquisition
Customer retention
Event promotion
Build relationships
Maintain communication </li></ul>
Before you begin, ask yourself... <ul><li>Is my target audience on Facebook?
What incentives can I offer?
Can I add value?
What are my goals?
Do I have or can I create the necessary content?
Who will manage it? </li></ul>
What kind of presence should I create?
Profile <ul><li>Limit of 5,000 friends
Limited insights
One “administrator”
No advertising opportunities
AGAINST FACEBOOK'S TOS </li></ul>
Group <ul><li>Limited Insights
No advertising opportunities
Can be public or private
Users are limited to being members of 200 groups </li></ul>
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The Power of Facebook

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This presentation is meant to show how you can harness the power of Facebook for your small business, non-profit organization, or political campaign.

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The Power of Facebook

  1. 1. The Power of Facebook
  2. 2. Why Facebook? <ul><li>Largest social network </li><ul><li>750M active users worldwide </li><ul><li>137M in the United States (out of ~300M) </li><ul><li>1.6M in Oklahoma (out of ~3.5M) </li><ul><li>487,480 within 25 miles of Edmond </li></ul></ul></ul></ul><li>Tons of demographic data available
  3. 3. Perceptions of popularity </li></ul>
  4. 4. Popularity <ul><li>Average Facebook user has 130 friends
  5. 5. Average Facebook user is connected to 80 Events, Groups or Pages
  6. 6. Average Facebook user creates or shares 90 pieces of content per month </li></ul>
  7. 7. What can I do with Facebook? <ul><li>Customer engagement
  8. 8. Reputation management
  9. 9. Brand awareness
  10. 10. Customer acquisition
  11. 11. Customer retention
  12. 12. Event promotion
  13. 13. Build relationships
  14. 14. Maintain communication </li></ul>
  15. 15. Before you begin, ask yourself... <ul><li>Is my target audience on Facebook?
  16. 16. What incentives can I offer?
  17. 17. Can I add value?
  18. 18. What are my goals?
  19. 19. Do I have or can I create the necessary content?
  20. 20. Who will manage it? </li></ul>
  21. 21. What kind of presence should I create?
  22. 22. Profile <ul><li>Limit of 5,000 friends
  23. 23. Limited insights
  24. 24. One “administrator”
  25. 25. No advertising opportunities
  26. 26. AGAINST FACEBOOK'S TOS </li></ul>
  27. 27. Group <ul><li>Limited Insights
  28. 28. No advertising opportunities
  29. 29. Can be public or private
  30. 30. Users are limited to being members of 200 groups </li></ul>
  31. 31. Page <ul><li>Public and searchable
  32. 32. You can assign multiple administrators
  33. 33. Anyone can become a “Fan”
  34. 34. Integration with Facebook Places
  35. 35. Highly targeted advertising opportunities
  36. 36. Integration with Facebook Deals
  37. 37. Custom landing tabs
  38. 38. In-depth insights </li></ul>
  39. 39. So what do I do with this Facebook page thingamajig?
  40. 40. Offline Promotion Reference your page EVERYWHERE !
  41. 41. To make promotion easier, go to facebook.com/username as soon as you get your 25 th fan for a short URL.
  42. 42. A couple of style tips... <ul><li>Create a compelling custom avatar
  43. 43. Landing tab should not be Wall or Info tabs, if possible </li></ul>
  44. 44. How to Get Those First Few Fans <ul><li>Suggest your Page to all of your friends
  45. 45. E-mail the people in your address book
  46. 46. Issue a press release </li></ul>
  47. 47. Attracting Fans on Facebook <ul><li>Post content that people will likely find value in
  48. 48. Encourage fans to invite their friends
  49. 49. Give people an incentive to come to your Facebook page </li></ul>
  50. 50. Keeping Fans Coming Back <ul><li>Encourage feedback
  51. 51. Post a good mix of serious facts, funny happenings, upcoming events, and other media such as photos or video
  52. 52. Check the page often and communicate
  53. 53. Be human , don't spam </li></ul>
  54. 54. EdgeRank A x W x D <ul><li>AFFINITY: Your level of interaction with a profile, group, or page on Facebook
  55. 55. WEIGHT: A weight that Facebook assigns to different types of interactions, such as comments, likes, messages, views, sharing, etc.
  56. 56. DECAY: The time factor. As time passes, this factor effectively lowers the overall rank of a piece of content. </li></ul>
  57. 57. Facebook Promotion Guidelines You CANNOT condition entry into a contest based on a user providing content directly to your Facebook page. You CANNOT administer a contest that entry is automatic upon becoming a fan of your Facebook page. You CANNOT notify winners through Facebook.
  58. 58. Facebook Ads
  59. 59. Demographics Galore! <ul><li>Target almost anything in a user's profile
  60. 60. Ads can be shown only to people who meet certain criteria
  61. 61. Can also be used to get a general idea of the audience in your area for an offline campaign </li></ul>
  62. 62. CPC -vs- CPM <ul><li>CPC (cost-per-click) is effective if your main target is people who need to take an online action such as visting your website or Facebook page
  63. 63. CPM (cost-per-thousand) is effective if your main desire is exposure to your target audience regardless of if they take a specific online action </li></ul>
  64. 64. Facebook Places <ul><li>Facebook users can “check-in” to your establishment whether or not they are a fan
  65. 65. You can offer Facebook Deals to those who check-in
  66. 66. Check-ins are displayed to their friends, which helps increase awareness and perceived popularity </li></ul>
  67. 67. Facebook Page Management <ul><li>Keep comments ENABLED
  68. 68. Monitor your page closely
  69. 69. Develop guidelines for responding to comments
  70. 70. Be HUMAN
  71. 71. Have fun </li></ul>
  72. 72. Managing Comments
  73. 73. Appropriate <ul><li>Seems like a no-brainer, but ain't
  74. 74. Not all appropriate comments merit a response
  75. 75. Possibly provide more information to support a comment </li></ul>
  76. 76. Inaccurate <ul><li>Misleading information
  77. 77. Should be dealt with swiftly
  78. 78. Usually don't merit deletion
  79. 79. No matter the accuracy level, you may want to lump the media into this group </li></ul>
  80. 80. Low Risk <ul><li>Inflammatory or offensive comments
  81. 81. Merit immediate deletion, but no further action </li></ul>
  82. 82. High Risk <ul><li>Violent comments
  83. 83. Allegations against your organization
  84. 84. Should be deleted swiftly
  85. 85. Most likely should offer a response to allegations via a press release since the rumors are obviously out there </li></ul>
  86. 86. Criticism <ul><li>Generally appropriate
  87. 87. View it as an opportunity to address a problem
  88. 88. Your fans will appreciate it
  89. 89. Strengthens your relationship
  90. 90. Don't let it break down into personal attacks </li></ul>
  91. 91. Demonstration & Questions

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