#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.

LinkedIn
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 $

LinkedIn
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)
Media Consumption: Total photo views, audio plays, and video plays for the content you have uploaded to your Page.
Discussion Posts: The number of Discussion topics users have created on your Page.
Reviews: The number of times fans have used the Reviews application to rate your Page.

Thank You
http://www.svama. org
Elymedia 1361 Park Street Suite 222 Alameda, CA 94501
Phone: 510 769 7352
Fax: 510 337 9302 Email: [email_address]
Twitter @elysetager
LinkedIn http://www.linkedin.com/in/elysetager
Facebook: http://www.facebook.com/home.php?#/pages/Elymedia/94426766910?ref= ts

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

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