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

And what it means in the new world of PR

Facebook’s Mission: Give people the power to share and make the world more open and connected

Your Future Mission: Use Facebook to give CLIENTS the power to share and make their brand’s world more open and connected

What does this mean? In a time when technology empowers everyone to be a “broadcaster”, everyone is the media.

What does this mean? Facebook is the premiere platform to enable you to engage with this new breed of “reporters”.

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

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

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

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

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

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)

The Facebook you know

The Facebook you need to know

Some Examples

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

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)

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

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

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

What examples have you seen?

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

Thanks! Andrew Lane Weber Shandwick Canada @LaneAndrew [email_address] slideshare.net/LaneAndrew

http://nitch.ca	16
http://www.slideshare.net	14
http://www.litmanlive.co.uk	11
http://michaelbatistich.com	10
http://www.litmanlive.me	9
http://cybentizen.tk	6
http://posterous.com	3
http://www.e-tutor.me	2
http://amplifyinnovation.com	2
http://feeds.feedburner.com	2
http://cureforthecommondigital.collected.info	1
http://www.plaxo.com	1
http://www.cybentizen.tk	1
http://www.daresocial.co.uk	1
http://www.brijj.com	1
http://litmanlive.co.uk	1

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

by Andrew Lane on Mar 29, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

16 Embeds 81

Statistics

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