Cision Webinar Slides - Facebook Timeline for Business
 

Cision Webinar Slides - Facebook Timeline for Business

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  • Communicate change and evolution in your business or industry
  • Draw attention to the major achievements in the history of your businessEach Milestone allows for an image, a text description and areas for fans to comment and like. Highlighted and milestone images should be 843 x 403 pixels
  • Highlight information and keep important posts from being buried in the comments on your page by pinning them to the top. Pinning posts allows you to keep your most important news at the top of your Timeline for up to seven days. Highlight upcoming events, promotions, and news to make sure every visitor sees them when they visit your page.
  • Access to notifications (comments and likes), new likes, insights (graphs showing how Facebook users engaged with your content, page tips (Facebook resources), and messages (private, direct messages). Fans no longer have to disclose info by posting on your brand page, they can initiate a private conversation with page admins by sending direct messages. This allows for much deeper consumer interaction, and will also enable Page managers “Manage Page” button that leads you to Admin functions such as editing your page, accessing the activity log, using Facebook as your brand. The “Build Audience” button allows you to invite email contacts, invite Facebook friends, share your page onto your profile and create an ad. Activity logs show all posts on the fan page and what people are posting publically about your brand.
  • Lisa
  • Assign responsibilities/schedules Outline how to handle complaints/crises Create a strategy for building community & cultivating relationships Highlight how competitors should (or should not) be addressed Determine how transparent & personal posts can be What’s off limits? How does this add value? Who is our community?
  • Lisa
  • News organizations are making their content more socialThe distinctions between journalists, bloggers and online influencers are melting awaySocial sites now rival search engines as directors of Web traffic
  • Lisa
  • Trends that created feedback and spikes in impressions What type of comments and/or content cause an increase in engagement What events and/or content lead to an increase of likes What messaging lead to un-likes Demographics of your fan base
  • By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business with Facebook.

Cision Webinar Slides - Facebook Timeline for Business Cision Webinar Slides - Facebook Timeline for Business Presentation Transcript

  • Facebook Timelinefor BusinessHeidi SullivanSenior Vice PresidentDigital MediaBrandon AndersenManagerGlobal Product Development
  • Follow Us! Webinar Hashtag #cision22
  • How to Participate Today  During today’s web seminar, attendees will be in listen-only mode  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions, Q&A addressed at the end of today’s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session33
  • What we’ll cover Timeline for Businesses Managing Team Responsibilities Connecting on Facebook Monitoring and Measuring on Facebook
  • Timeline forBusinesses
  • SimplyMeasured.com: “Brands Get 46% MoreEngagement Per Post With Timeline”66
  • The Impact of the Timeline on PR & Marketing Greater impact over longer time More visibility for Apps Brands associated with digital life77
  • Look & FeelVisually tell your story Large banner Pricing and purchase information, contact information, references to “liking” your page, calls to action, “tell your friends”: off-limits Profile pictures = 180 x 180 pixels88
  • Leverage Your Heritage & History99
  • Milestones Draw attention to major achievements Image, text description, area to comment and like1010
  • New Ways to Feature Content  Pin important at the top  Highlight upcoming events, promotions, and news1111
  • Enhanced Admin Panel Access to notifications, new likes, insights, page tips, and messages Fans no longer have to disclose info by posting on your brand page “Manage Page” “Build Audience” Activity logs1212
  • Managing TeamResponsibilities
  • One Key Admin or Many?Flying Solo Teamwork PROS PROS  Consistent voice  Multiple viewpoints  Ease of maintenance  Knowledge transfer  Simple decisions  Less time commitment CONS CONS  Responsibilities management  Risk of knowledge loss  Inconsistency  Back-up for vacations1414
  • Develop Facebook Team Guidelines  Assign responsibilities/schedules  How to handle complaints/crises  Strategy for building community & cultivating relationships  Addressing competitors  Transparent & personal posts • What’s off limits? • How does this add value? • Who is our community?1515
  • What can lead to Unlikes?1616
  • Connecting withJournalists & Influencers
  • For communication pros, news and social contentare now one and the same Make content more social Distinction between journalists, bloggers and online influencers Social sites vs. search engines
  • 1% of any population will be active content creators9% will be participants90% will simply "consume" that content online1919
  • 2020
  • Facebook Encourages Journalists to Seek Sources “There hasn’t been any query that we haven’t gotten good sources for. We’re using it as a megaphone, and people have always been extremely helpful.” - Eyder Peralta, Associate Producer, NPR2121
  • Use Facebook to…  Cultivate relationships  Promote events  Be a source  Stay on top of the latest news  Comment on news stories & questions2222
  • But not to… Send traditional “pitches” Message journalists’ private pages Post your news on an outlet’s Wall
  • Monitor & Measure
  • What you should be monitoring  Trends  Comments  Increase of likes  Unlikes  Fan-base demographics2525
  • Facebook Insights Provide page owners and platform developers with metrics2626
  • Facebook Insights continued… Understand and analyze your trends2727
  • Use Promoted Posts for Popular Stories2828
  • QUESTIONS?Heidi Sullivan, Senior Vice President, Digital Media | @hksullyBrandon Andersen, Global Product Development Manager | @brandonchicago