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Facebook: And what it means in the new world of PR

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This lecture was delivered to @MichaelCayley's Humber College PR Grad School Social Media class on March 29, 2010. …

This lecture was delivered to @MichaelCayley's Humber College PR Grad School Social Media class on March 29, 2010.
Its intent is to emphasize the importance of Facebook in the new world of PR, communications, and brand engagement using case studies and statistics.
Special thanks to Josh Bloom from Facebook Canada and Bryan Segal from ComScore Canada for case studies and market statistics, respectively.

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  • 1. And what it means in the new world of PR
  • 2. Facebook’s Mission: Give people the power to share and make the world more open and connected
  • 3. Your Future Mission: Use Facebook to give CLIENTS the power to share and make their brand’s world more open and connected
  • 4. What does this mean? In a time when technology empowers everyone to be a “broadcaster”, everyone is the media.
  • 5. What does this mean? Facebook is the premiere platform to enable you to engage with this new breed of “reporters”.
  • 6. Facebook: The enormous facts
    • 400,000,000+ worldwide users
    • 100,000,000+ users on mobile
    • More than 60 million status updates posted each day
    • More than 3 billion photos uploaded to the site each month
    • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
    • More than 3 million active Pages on Facebook
    • More than 1.5 million local businesses have active Pages on Facebook and more than 20 million people become fans of Pages each day
    Stats Courtesy: Facebook
  • 7. Some stats about the Facebook Platform
    • More than one million developers and entrepreneurs from more than 180 countries develop applications for Facebook
    • Every month, more than 70% of Facebook users engage with Platform applications (think Farmville, Mafia Wars)
    • More than 250 applications have more than one million monthly active users
    • More than 80,000 websites have implemented Facebook Connect since its general availability in December 2008 accounting for some 60 million Facebook users engaging with Facebook Connect on external websites every month
    • Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have implemented Facebook Connect
    Stats Courtesy: Facebook
  • 8. Some stats about Facebook usage
    • Average user has 130 friends on the site
    • Average user sends 8 friend requests per month
    • Average user spends more than 55 minutes per day on Facebook
    • Average user clicks the Like button on 9 pieces of content each month
    • Average user writes 25 comments on Facebook content each month
    • Average user becomes a fan of 4 Pages each month
    • Average user is invited to 3 events per month
    • Average user is a member of 13 groups
    Stats Courtesy: Facebook
  • 9. Social Networking in Canada
    • Canada is one of the world’s most exciting markets in the area of social media
    • 89% of Canada’s online population is active in social media
    • At nearly 340 minutes on social networks per month, Canadians are far more engaged than other industrialized nations (UK is 2 nd at under 280)
    • 77% of that reach and over 300 minutes per month are spent on Facebook alone!
    Stats Courtesy: ComScore
  • 10. The Thinking: How to use Facebook
    • Facebook offers the opportunity to fundamentally change an client’s relationships with customers/stakeholders because of the opportunity to build meaningful relationships
    • Marketers on Facebook who are successful do not think of us as an advertising space
    • Social involves different and new measurements – if advertisers/marketers try to use old measurement standards and apply to Facebook they will probably fail
    • Facebook is a platform environment accessible for those who want to build a community where their customers/stakeholders already are
    • If you are not willing to be open and authentic and hear back from your consumers/stakeholders, Facebook isn’t the right platform
  • 11. Creating (and responding to) content
    • Encourage clients to start now in order to have credibility in this space later on
    • Don’t push too much material / content (learn before you leap)
    • Be willing to listen and to respond – this is a 2-way medium
    • That said don’t respond to everybody, it can just get you in trouble
    • Know when to say no to your audience
    • Social strategy fits within a larger digital strategy and can work collectively within the larger digital strategy (read: the industry is changing)
  • 12. The Facebook you know
  • 13. The Facebook you need to know
  • 14. Some Examples
  • 15. Starbucks – “The Most Popular Brand on Facebook”
    • Facebook.com/Starbucks
    • NOTE:
    • Mind-boggling Fan count (nearly 6.5 million)
    • Fan-generated content dominance on the wall
    • Links to international brand sites to drive more fans
    • Facebook-integrated application for further engagement
  • 16. Old Spice – Extending brand
    • Facebook.com/OldSpice
    • NOTE:
    • Tone of messaging
    • Volume of interactivity
    • Integration of other media (use of traditional campaign)
    • Integration of appropriate initiatives for the platform (internship challenge)
  • 17. Pampers – Targeted content
    • Facebook.com/Pampers
    • NOTE:
    • Wealth of dynamic content
    • Use of tabs within the application
    • Highly targeted engagement
    • Extension of brand values
    • De-emphasis on product
  • 18. The White House – Creating Conversation
    • Facebook.com/WhiteHouse
    • NOTE:
    • Transparency
    • Wealth of “exclusive” but relevant content
    • Active Discussion
    • This is the future of government interaction
  • 19. Nestlé – Crisis PR (The bad)
    • Facebook.com/Nestle
    • NOTE:
    • Conversation freeze due to crisis (caused by Nestlé)
    • Overwhelming negative sentiment
    • Lack of content publishing
    • A corporation is a hard brand to love
    • Learn the background here
  • 20. What examples have you seen?
  • 21. To Recap: The world of public relations / agencies is changing rapidly. See this as an opportunity Communication is your goal and that happens increasingly on platforms like Facebook Engaging in this space requires a two-way conversation and an investment in time/resources and strategy A key to this conversation is the creation of relevant content / stories Poking isn’t cool anymore
  • 22. Thanks! Andrew Lane Weber Shandwick Canada @LaneAndrew [email_address] slideshare.net/LaneAndrew