#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)

Successful Business Uses for Facebook and LinkedIn (GF202) Professor: Elyse Tager , Silicon Valley American Marketing Association

Online and Traditional Media Done Right For Business June 2009

Social Media for Business

Inbound vs Outbound marketing

LinkedIn vs. Facebook – different cultures = different objectives

Time vs. $$ - it’s free, but….

Get Started

Know your audience, be clear about your objective(s)

Play with the tools yourself first,

Be sure to check out Learning Center for LI, and FB About page

Check out groups in various applications and see what they are doing. Learn by emulating

Participate in your community

Define the outcome and then pick the right tool for the job

Start with measurement in mind.

Possible Objectives

Personal Branding/Career management/job search

Branding

Establishing thought leadership

Gaining knowledge

Establishing professional credibility

Corporate

Customer relations/customer service

Crisis management

Corporate reputation management

Event management

Lead generation/promotion/sales

Internal communication

Issues/advocacy/fundraising

PR/Twitpitching

Strategy for any objective

Connect/Create/Engage

Connect

Building your connections strategically

Create

Create content - Each post has the opportunity to either create content, or point to content

Link to your website of blog

Link to articles/white papers etc of value

Link to picture, videos, podcasts

Frequency – to gain attention/momentum

Be of Value – in each of the above

Engage

Post/comment often

Pose questions publicly to other members

Answer queries

The secret sauce for all Social Media is in the engagement. The more you connect, the more will come back to you.

Over 41 million members in over 200 countries and territories around the world.

A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S.

Executives from all Fortune 500 companies are LinkedIn members.

Different levels of participation

Personal = free

Biz, Biz plus, biz pro= more features, more $

What can you do?

Homepage-use it

Profile – importance, add apps, build in keywords

Company pages – profile and search

Build and Maintain a meaningful network

Join Groups

Ask/answer questions

Show up in Service Provider – request recommendations

Polls

LI Home Page

News

Inbox-control panel for all of your LinkedIn user interactions

Network Update - feed displays the latest activity of your connections.

Profile views – brand management – who is viewing you

LI – Create and optimize your Personal Profile

Headline –

be specific about your location and industry

Use headline to attract visitors including search engines

Real time updates

Similar to Twitter – update frequently w/ value/thought leadership

This will show up in your connections’ “network updates”

Add your “online places” website, blogs etc

Edit to name your company or blog – more click thru’s

Profile

Summary – who are you, what do you do. Elevator pitch, optimize for keywords

Education – use for connections

Interests – maybe too personal for biz use – you decide

Security settings – decide how open and visible you want to be

Add apps for credibility – depth

Company Profile

Description – keywords, elevator pitch

Logo

Employee info

All are searchable w/in LI and outside

Company Search

Search by name, location, industry

Browse industries

Companies in your network

Building your Network

Aggregate all databases

Upload from Outlook, ACT, GMail, AOL etc and invite all

Search your connection’s connection

Let LinkedIn suggest connections

Search for your old contacts, school mates, work-mates

Peruse members of relevant groups

Quality and relevance trumps quantity

Groups

Can search for groups by category

Join strategically – up to 50. Seek common interest, experience, affiliation, and goals

Check your connections to see what groups they have joined

Use to find new connections, ask for help, pose questions, find resource, solve problems

Ask/Answer Questions

Ask/answer questions to get or give answers from your network and others outside

Can showcase your knowledge, expertise, and interests by answering questions

Questions will be listed on your profile – good branding.

Answers will show up on your network update

When answering you may be chosen as “expert” – adds more credibility

Don’t over use for self-promotion – sounds like spam

Service Provider

Built from recommendations – ask for these frequently using “request recommendation” function

Use to find providers or be one

Polls

New feature

Can only ask one question

Can send to your contacts or to larger audience (for a fee)

Jury is out

20 million active users

100 million users log on daily

600K new users daily

3 rd most trafficked website

Fastest growing demographic = age 35+

More than 4 million people become fans of pages daily

FB - Getting started – biz vs. personal accounts

Start by building a personal profile

Basic info

Personal profile

Contact info

Education

Personal Profile – Account Settings

Personal Profile – Privacy Settings

Control who can see how much of your profile

Who can search for you and how much they can see

Control what of your activity is visible on your wall and newsfeed

Personal Profile - Friends

Connect with Friends

Use networks and groups to find

Invite friends function

Find friend function

Think strategically about why you are connecting

FB for biz

Page

Group

Events

Ads

Metrics

Create your page

Biz Page

Edit Page

Biz Page Tips

Be sure to sign up as your first fan

Have 2 admins – in case one disappears

Update frequently

Add FB page to your email address – promote shamelessly, FB badge on blog

Create a beefy page – videos, blog posts, discussions, photos

Facebook Group

Must be a member to view

Internal w/in FB

Search engines will not find

May want to create both

Events

Facebook Ads

Step 1 – Create Ad

Step 2 - Targeting

Target Your Audience By:

Location

Age

Sex

Keywords

Education

Workplace

Relationship Status

Relationship Interests

Languages

Target your exact audience with demographic and psychographic filters about real people. By default, Facebook targets all users 18 and older in the default location. However, you are encouraged to modify this to reach the most appropriate people for your ad. Be sure to reference the approximate reach figure for an estimate of the number of people who match your criteria.

Step 3 – Set pricing

Can buy on a CPC or CPM basis

Click thru rates very low

If use CPC, will get lots of branding w/ impressions

Metrics - Insight

Metrics – Insight (part 1)

Graph shows how fans are interacting with your posts and consuming your material.

Interactions: Total number of comments, Wall posts, and likes.

Interactions Per Post: Average number of comments, Wall posts, and likes generated by each piece of content you post.

Post Quality: Score measuring how engaging your content is to Facebook users. A higher Post Quality indicates material that better engages users.

Metrics – Insight (part 2)

Stream CTR / ETR: This graph is a measure of the Click Through Rate and Engagement Rate for your content appearing in the Facebook News Feed. If a user clicks on one of your posts, that will be counted as Stream CTR. If a user likes or comments on one of your posts, that will be counted in the Stream ETR. Please note that Stream data is based on a sample and therefore is an estimate of your Stream CTR and ETR. (Coming soon)