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Facebook : What does it mean?
 

Facebook : What does it mean?

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    Facebook : What does it mean? Facebook : What does it mean? Document Transcript

    • Social Media for VHBFacebook: LIKES COMMENTS SHARES• 208 Likes, Most Popular Age Group: 25-44• Reacho New clientso Competitorso Officialso Community outreach Differs for regions• Talking about subjects related to brand, not always about own business.• Informo Employees Awards Speakers : Where? Importance?• Links• Pictures Inside look – relating to business, not always about VHBo Projectso Conferences
    •  Pictures Inside look• TIME:http://seanclark.com/twitter/the-best-time-to-tweet-infographic/o Best time to post for click-throughs = Wednesday at 3pmo Links posted mid-week between 1-4pm bring high click rateso Traffic goes up around 9am and goes down after 4pmSocialmediatoday.com:• Posts on the weekend perform about 16% better on average• Posts made in the evening get approx. 10% better responseo Higher average after 6pm• Posts made outside of business hours get approx. 20% better response• Currently: What is our purpose?Creating a uniformed VHB pageo Outreach
    • o Engagemento Keeping up with competitoro Raising “Likes”: Someone clicking the “Like” button on our page. Shows who/what is showinginterest. Does not determine amount of Impressions like on a website.o THE “LIKE” TRIGGERS EVERYTHING. NOW THESE PEOPLE WILL GET YOUR CONTENT ON THEIRFACEBOOK NEWS FEED (socialmouths.com). Like button on website• Ex: 1-800 FLOWERS increased engagement 393% with Like button non website(searchenginewatch.com).o Getting Comments/more followerso Establishing confidentiality of clients/projectso People’s Facebook pages: “Works at”:  does not always link to the VHB FB page.o Creating a LANDING PAGE1. Clear picture of our desired outcome2. Generate traffic?3. Determine clear objectives4. What fans/likes should get out of VHB pageTarget Audience■Who is your audience?■What are their pain points?■What does your product or service do to minimize or mitigate their pain?■How can your product or service inspire and help them personally and professionally?■How is your product or service positioned?■What is your zoom factor? (We’ll discuss more in #26.)■What is your competition up to? (We’ll explore further in #24.)
    • ■What’s your audience up to, both online and offline?(http://www.socialmediaexaminer.com/social-media-community-management/).Pam Moore asks:How is your audience engaging with your competition?■What is your competition doing that you aren’t?■What types of response are they receiving online and offline from your target audiences? Is it differentthan how your audience is engaging with you?■Does your competition have a consistent tone, message and brand? If not, how can you enhance yoursto zoom faster?■Is your competition engaging in a way their audience expects them to? Casual when they’re expectingprofessional or opposite?■Why are they doing such things differently? Do they have a competitive differentiator because of thisor do you have the leg-up? Remember, different isn’t always better. You may be on the right track.What are the weaknesses in how your competition is engaging and leveraging social media that you canuse to your advantage?• Establishing the “right voice”o Following up with comments & feedbacko Outreach takes time10 Reasons why FB page is not taking off (socialmouths.com)1) Not being promoteda. User does not need to go to FB page to “Like” something2) Not Posting Regularlya. Frequency builds momentum
    • b. Have plan & observe how people react  adjust fromthere3) Automated Posts (not applicable right now)a. Timing for tweets and posts differentiate  trial and error4) Not engaging the audiencea. Visitors not encouraged then they won’t participate.b. Ask visitors to share their thoughtsi. Q&A forumc. Share knowledge to solve problems5) Not using other types of mediaa. People engage more with visualsi. Use video/photosii. YouTube, or can create videos off of FB.6) Not Posting Quality Contenta. People want to see our page as a great resourceb. Content Linksc. Uniquenessd. Posts that are exclusive to our audience7) Leverage Customizationa. Use the “Landing Tab/Page” (top tab on page – a welcome for new visitors)b. Integrate video/emailsc. “Conversion”8) Being Presenta. Comments into live conversationb. Building loyalty in audience (may be easier in Twitter)c. E-mail alerts when page is commented on reply timely
    • 9) When to Posta. SOME SAY: Twitter rush hours = 9am, 12pm, 3pm  more exposureb. More people on FB after work hours and weekendsi. Experimentation!10) Analyticsa. Take note of analytics monthlyb. Different approaches will impact outcomesc. A look into our audience & performanceFacebook for Business Tips1. Ask questions This is one of the easiest ways of engaging with people on Facebook: ask questions. People love to talkabout themselves and offer their thoughts – and the more comments and “Likes” you get, the betteryour post will do.Keywords such as “where”, “when”, “would and “should” see the highest number of engagement onFacebook. “Would”, in particular, drives spikes in “Likes” due to fans using “Like” as a way of voting“yes” on a question.2. Interact and engageWhen people write comments on your posts or wall, you should contribute to the discussion to maintainuser engagement. The longer a thread is, the higher it will rank in your fans’ Facebook news feeds.3. Incorporate wall sapplets Instead of just posting items with text, vary the material and incorporate interactive components(known as sapplets).This could include polls or coupons, which will prompt your fans to engage with your status updatesdirectly in the news feed, beyond standard “Likes” and comments.
    • 4. Incorporate relevant photosRather than just telling your fans about your products and services, why not show them? Relevant photos will attract people to your posts – people aren’t generally interested in readingthrough long text updates, but they love immediate content such as photos. Facebook has assigned ahigher weight value to photos than to other types of content, so photos will keep you in people’s newsfeeds.Why not post images to introduce fans to your company’s employees, or show them how things workbehind the scenes?5. Relate to current eventsYou can post questions or state your stance on pertinent issues (but again, be careful!), as this couldencourage fans to engage with you and get a discussion going. Ask people what they think aboutbreaking news, celebrity gossip, sports or other topics – this could lead to more traffic.6. Incorporate videosEveryone loves interactive content – and video is one of the best strategies a brand can use to drawattention. Videos can be played within the news feed, so users aren’t redirected away when they startplaying a clip.Be sure to keep your videos short (to keep people’s attention) and set expectations within the text totell your fans what the clip is all about.For example, you could use videos to show people how to best use your products/services – why notoffer them a tutorial?7. Include links within posts
    • As a tool for sharing and spreading information, Facebook is an obvious place for you to post links.Encourage people to interact with your brand by posting links that users will find valuable or interesting.This will encourage people to share the link with their friends, spreading your brand and drivingengagement.8. Be explicit in your postsNot explicit as in XXX content or swearing, explicit by telling people exactly what you want them to do.In many cases, publishing content that you think might generate traffic isn’t always enough to get theresults you want. Instead, be explicit and explain to your users exactly what action you want them totake.Fast Company (http://www.fastcompany.com/1842600/how-to-tear-down-the-wall-between-you-and-your-customers)On Facebook, only 16 percent of a brand’s fans actually see any one post. To guarantee appearance in amajority of fan newsfeeds, brands now have to pay. This is an unfortunate circumstance for dependentmarketers but completely understandable, since Facebook is now a publicly-traded media company,rather than a public service for college students. Spending a similar amount of money and energy tobuild an email list doesn’t sound as glamorous, but at least no one plays middleman there.Instead, start investing in your own platform--ideally, one that amplifies your brand promise and meetsuser needs. That’s what Nike has done to great effect with Nike+ and what Pepsi started with the PepsiRefresh Project. LEGO has more than a dozen different mobile apps, which create direct one-to-onerelationships with its consumers (both the children who use the products and the parents who purchasethem) on a broader scale than is possible through its own stores. While American Express already has adirect link to its customers through its product, American Express OPEN Forum, a branded content sitefor small business owners, drives brand positioning and consumer engagement far beyond what wouldbe possible through advertising. You can leverage existing social networks and ads to propel awarenessof your new platform or product or to get a quick spike in sales or awareness, but the home base of yourdirect-to-consumer initiative should be a site owned and controlled by you.Its time for businesses to stop living in the pre-Internet world, which will undoubtedly challenge currentprocesses and procedures. For marketing, the budget needs to be managed so that an exciting newplatform or product isn’t only launched, but maintained over the long term. For sales, an operatingstructure must be developed to deliver goods directly to consumers. In both of these cases, you mayhave to convince your company’s leadership team to support a leap of faith, but it’s really a very logicalmove. The tools and opportunity are there; the only thing holding you back is habit.
    • Consumers interact for:■Discounts■Purchases■Reviews and product rankings■General information■Exclusive information■Learn about new products■Customer service■Event participation■To feel connected■Submit ideas for new products/services■To be part of a community(http://www.socialmediaexaminer.com/social-media-community-management/)Timeline:http://www.flowtown.com/blog/4-ways-to-make-timeline-work-for-your-business• Cover Photoo One large image, and a profile picture Cover photo : “should be reflective of your brand and business: showcase your company culture,your industry, or your satisfied customers. Avoid a boring image of your logo for your cover photo—theprofile pic box is the best place for that.”• Control what visitors see firsto Can highlight posts  spans across the timeline• Highlight Appso Feature them at top of the pageo Change/rearrange photos/rename apps
    •  More appealing the photo  more likely it is to be clicked.• Monitor Activityo “places all of the stats you want and need—a list of who’s talking about your posts, who’sinteracting with your pages, and what content they’re viewing—in one easy-to-find location. This givesyou the ability to better analyze your stats and engagement, and adapt your activity accordingly.”o …”businesses will have to learn more about what their fans want and what they want theirbrands’ Facebook pages to do for them. Luckily, Timeline for business pages enables you to do justthat.?GET 10,000 FANS.COM:Gaining Followers:“Always, always, always push fresh, unique content. Complacency is life-threatening online. If you don’tstay ahead of the game, your audience will surely get bored and look for other experts in your industrywho can provide them with the content they want. Once you have your fan base established, you needto spoil them. Flatter them daily with new content to interact with, and watch your audience build uponitself.”• Articles shared most when posted on weekends• Articles posted at 8am are shared most• Posting every other day is besto From DanZarrella.comhttp://get10000fans.com/