Facebook Essentials for PR:  Everything You Need to Know to Get Started March 11, 2010 Scott Meis | Sr. Project  & Social ...
Carolyn Grisko & Associates Inc. <ul><li>Chicago-based strategic communications firm working with a variety of corporate, ...
What We’ll Cover Facebook Essentials for PR <ul><li>Facebook Trends </li></ul><ul><li>Personal  vs. Professional Use </li>...
What We’ll REALLY Cover Facebook Essentials for PR <ul><li>Facebook Trends </li></ul><ul><li>Personal  vs. Professional Us...
Facebook Trends – February 2010 <ul><li>More than 400 million users worldwide </li></ul><ul><li>100M active mobile users <...
Facebook – The Ultimate Timesink Facebook Essentials for PR  Source:  http://mashable.com/2010/02/16/facebook-nielsen-stat...
Personal vs. Professional Use Facebook Essentials for PR <ul><li>Grouping Friends </li></ul><ul><li>Top 10 Privacy Setting...
Friend Grouping Facebook Essentials for PR
Privacy Settings Facebook Essentials for PR
Privacy Settings Facebook Essentials for PR
Privacy Settings Facebook Essentials for PR
Facebook Etiquette Facebook Essentials for PR <ul><li>Pick a good photo </li></ul><ul><li>Fill out your bio and info, get ...
Groups and Causes <ul><li>Group = Short-term </li></ul><ul><li>- Message All Members - Similar to Page Setup </li></ul><ul...
Why Fans Matter <ul><li>Direct Brand Engagement </li></ul><ul><li>Personal, Real-Time Feedback </li></ul><ul><li>Foundatio...
Facebook Pages – Getting Started <ul><li>Creating your page </li></ul><ul><li>Enhancing with content </li></ul><ul><li>Eng...
Facebook Pages – Page Creation <ul><li>Pay Attention to Page Name – SEO! </li></ul>Facebook Essentials for PR
Facebook Pages – Vanity URL <ul><li>Pay Attention to URL – SEO! </li></ul><ul><li>Must Have 25 Fans </li></ul>Facebook Ess...
Static FBML to Customize Page <ul><li>Static FBML Application </li></ul>Facebook Essentials for PR
Adjust Default Landing Tab Settings Facebook Essentials for PR
Facebook Page Engagement <ul><li>Allow Fans to Comment! </li></ul><ul><li>Status Updates – More than random tidbits </li><...
Additional Facebook Applications to Consider <ul><li>Social RSS  – Feed latest blog posts to fans </li></ul><ul><li>YouTub...
Facebook Page Insights Facebook Essentials for PR
Facebook Page Promotion <ul><li>Cross-promote on other social media sites, Website </li></ul>Facebook Essentials for PR So...
Facebook Page Promotion <ul><li>Cross-promote on other social media sites, Website </li></ul>Facebook Essentials for PR
Facebook Page Promotion <ul><li>Facebook Fan Box </li></ul><ul><li>- Embed on Site </li></ul><ul><li>- Easy New Fan Tool <...
Facebook Ads – Utility & Best Practices <ul><li>Targeted, Social Action Outreach </li></ul><ul><li>Controlled Budget </li>...
Facebook Case Study #1 <ul><li>8 Days to 8,000  Fans Event </li></ul><ul><li>Promotion  </li></ul><ul><li>-  Blog post </l...
Facebook Case Study #2 <ul><li>“ Rush On Call”  Live Chats </li></ul><ul><li>Promotion  </li></ul><ul><li>- Blog post </li...
Facebook Case Study #3 <ul><li>Pepsi Refresh Project </li></ul><ul><li>Strategy </li></ul><ul><li>- Devote Ad $ Elsewhere ...
Facebook – Upcoming Changes <ul><li>Pending page changes – stay tuned </li></ul><ul><li>Status Updates showing up in the N...
Facebook Marketing Resources Facebook Essentials for PR  <ul><li>Inside Facebook </li></ul><ul><li>  http://www.insideface...
Questions & Comments <ul><li>Scott Meis </li></ul><ul><li>[email_address] </li></ul><ul><li>312-335-0100  </li></ul><ul><l...
Upcoming SlideShare
Loading in...5
×

Facebook for Public Relations - PR Daily Presentation

4,166

Published on

March 11, 2010 presentation for PR Daily discussing strategy, tactics, tools and tips for maximizing use of Facebook as a PR/marketing pro.

Published in: Technology, Business

Facebook for Public Relations - PR Daily Presentation

  1. 1. Facebook Essentials for PR: Everything You Need to Know to Get Started March 11, 2010 Scott Meis | Sr. Project & Social Media Director
  2. 2. Carolyn Grisko & Associates Inc. <ul><li>Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients. </li></ul><ul><li>www.grisko.com </li></ul>Facebook Essentials for PR
  3. 3. What We’ll Cover Facebook Essentials for PR <ul><li>Facebook Trends </li></ul><ul><li>Personal vs. Professional Use </li></ul><ul><li>Privacy Settings </li></ul><ul><li>Groups, Causes, Pages </li></ul><ul><li>Promotion & Advertising </li></ul><ul><li>Engagement and Measurement </li></ul><ul><li>Qualitative Testing </li></ul><ul><li>Quantitative Testing </li></ul><ul><li>SEO vs. SEM </li></ul><ul><li>Audience Reaction </li></ul><ul><li>Establishing Your Home Page </li></ul><ul><li>How to Keep Your Boss Away </li></ul><ul><li>Maximizing titles, tags and giveaways </li></ul><ul><li>FBML Who? </li></ul><ul><li>Rocking the Insights </li></ul><ul><li>Facebook Trends </li></ul><ul><li>Personal vs. Professional Use </li></ul><ul><li>Privacy Settings </li></ul><ul><li>Groups, Causes, Pages </li></ul><ul><li>Promotion & Advertising </li></ul><ul><li>Engagement and Measurement </li></ul><ul><li>Qualitative Testing </li></ul><ul><li>Quantitative Testing </li></ul><ul><li>SEO vs. SEM </li></ul><ul><li>Audience Reaction </li></ul><ul><li>Establishing Your Home Page </li></ul><ul><li>How to Keep Your Boss Away </li></ul><ul><li>Maximizing titles, tags and giveaways </li></ul><ul><li>FBML Who? </li></ul><ul><li>Rocking the Insights </li></ul><ul><li>Facebook Trends </li></ul><ul><li>Personal vs. Professional Use </li></ul><ul><li>Privacy Settings </li></ul><ul><li>Groups, Causes, Pages </li></ul><ul><li>Promotion & Advertising </li></ul><ul><li>Engagement and Measurement </li></ul><ul><li>Qualitative Testing </li></ul><ul><li>Quantitative Testing </li></ul><ul><li>SEO vs. SEM </li></ul><ul><li>Audience Reaction </li></ul><ul><li>Establishing Your Home Page </li></ul><ul><li>How to Keep Your Boss Away </li></ul><ul><li>Maximizing titles, tags and giveaways </li></ul><ul><li>FBML Who? </li></ul><ul><li>Rocking the Insights </li></ul>
  4. 4. What We’ll REALLY Cover Facebook Essentials for PR <ul><li>Facebook Trends </li></ul><ul><li>Personal vs. Professional Use </li></ul><ul><li>Privacy Settings </li></ul><ul><li>Groups, Causes, Pages </li></ul><ul><li>Promotion & Advertising </li></ul><ul><li>Engagement and Measurement </li></ul>
  5. 5. Facebook Trends – February 2010 <ul><li>More than 400 million users worldwide </li></ul><ul><li>100M active mobile users </li></ul><ul><li>8B minutes are spent on Facebook a day </li></ul><ul><li>20M become fans of pages a day </li></ul><ul><li>3M active pages </li></ul><ul><li>60M status updates each day </li></ul><ul><li>Source: http://www.facebook.com/press/info.php?timeline </li></ul>Facebook Essentials for PR
  6. 6. Facebook – The Ultimate Timesink Facebook Essentials for PR Source: http://mashable.com/2010/02/16/facebook-nielsen-stats/ Americans spent 421 minutes/month or 14 minutes/day.
  7. 7. Personal vs. Professional Use Facebook Essentials for PR <ul><li>Grouping Friends </li></ul><ul><li>Top 10 Privacy Settings </li></ul><ul><li>Facebook Etiquette </li></ul><ul><li>Facebook Pages </li></ul>
  8. 8. Friend Grouping Facebook Essentials for PR
  9. 9. Privacy Settings Facebook Essentials for PR
  10. 10. Privacy Settings Facebook Essentials for PR
  11. 11. Privacy Settings Facebook Essentials for PR
  12. 12. Facebook Etiquette Facebook Essentials for PR <ul><li>Pick a good photo </li></ul><ul><li>Fill out your bio and info, get a vanity URL </li></ul><ul><li>Be smart about what you post </li></ul><ul><li>Don’t get caught in the coworker “friending” game, use lists </li></ul><ul><li>Balance personal and professional updates </li></ul><ul><li>Don’t be a spammer </li></ul><ul><li>Use common sense </li></ul>
  13. 13. Groups and Causes <ul><li>Group = Short-term </li></ul><ul><li>- Message All Members - Similar to Page Setup </li></ul><ul><li>Causes = Long-term </li></ul><ul><li>- Application </li></ul><ul><li>- Email Members </li></ul><ul><li>Messaging & Retention </li></ul>Facebook Essentials for PR
  14. 14. Why Fans Matter <ul><li>Direct Brand Engagement </li></ul><ul><li>Personal, Real-Time Feedback </li></ul><ul><li>Foundation for Targeted Outreach </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Stream of New Advocates </li></ul><ul><li>Active Engagement = Strong SEO </li></ul>Facebook Essentials for PR
  15. 15. Facebook Pages – Getting Started <ul><li>Creating your page </li></ul><ul><li>Enhancing with content </li></ul><ul><li>Engagement & Measurement </li></ul><ul><li>Page Promotion </li></ul><ul><li>Facebook Ads </li></ul>Facebook Essentials for PR
  16. 16. Facebook Pages – Page Creation <ul><li>Pay Attention to Page Name – SEO! </li></ul>Facebook Essentials for PR
  17. 17. Facebook Pages – Vanity URL <ul><li>Pay Attention to URL – SEO! </li></ul><ul><li>Must Have 25 Fans </li></ul>Facebook Essentials for PR
  18. 18. Static FBML to Customize Page <ul><li>Static FBML Application </li></ul>Facebook Essentials for PR
  19. 19. Adjust Default Landing Tab Settings Facebook Essentials for PR
  20. 20. Facebook Page Engagement <ul><li>Allow Fans to Comment! </li></ul><ul><li>Status Updates – More than random tidbits </li></ul><ul><li>Use strong visuals – photos and videos </li></ul><ul><li>Maximize the Event tool </li></ul><ul><li>Be responsive and use for feedback </li></ul>Facebook Essentials for PR
  21. 21. Additional Facebook Applications to Consider <ul><li>Social RSS – Feed latest blog posts to fans </li></ul><ul><li>YouTube Box – Feed in YouTube video content </li></ul><ul><li>Causes – Show support of charity or cause </li></ul><ul><li>Poll – Use to crowdsource, gather feedback </li></ul><ul><li>Involver – Site that provides professional apps </li></ul>Facebook Essentials for PR
  22. 22. Facebook Page Insights Facebook Essentials for PR
  23. 23. Facebook Page Promotion <ul><li>Cross-promote on other social media sites, Website </li></ul>Facebook Essentials for PR Source: http://www.enjoyillinois.com
  24. 24. Facebook Page Promotion <ul><li>Cross-promote on other social media sites, Website </li></ul>Facebook Essentials for PR
  25. 25. Facebook Page Promotion <ul><li>Facebook Fan Box </li></ul><ul><li>- Embed on Site </li></ul><ul><li>- Easy New Fan Tool </li></ul>Facebook Essentials for PR
  26. 26. Facebook Ads – Utility & Best Practices <ul><li>Targeted, Social Action Outreach </li></ul><ul><li>Controlled Budget </li></ul><ul><li>Action Item + Fan Growth </li></ul><ul><li>Easy Analysis </li></ul><ul><li>Best Practices </li></ul>Facebook Essentials for PR
  27. 27. Facebook Case Study #1 <ul><li>8 Days to 8,000 Fans Event </li></ul><ul><li>Promotion </li></ul><ul><li>- Blog post </li></ul><ul><li>- Facebook page event </li></ul><ul><li>- DLI e-news </li></ul><ul><li>- 3,170 new fans </li></ul><ul><li>Word-of-mouth does the rest with strong content ! </li></ul>Facebook Essentials for PR
  28. 28. Facebook Case Study #2 <ul><li>“ Rush On Call” Live Chats </li></ul><ul><li>Promotion </li></ul><ul><li>- Blog post </li></ul><ul><li>- Facebook page event </li></ul><ul><li>- Rush e-news, Facebook Ads </li></ul><ul><li>- New fans, direct doctor interaction - Lasting transcript </li></ul>Facebook Essentials for PR
  29. 29. Facebook Case Study #3 <ul><li>Pepsi Refresh Project </li></ul><ul><li>Strategy </li></ul><ul><li>- Devote Ad $ Elsewhere </li></ul><ul><li>- Drive Mass Appeal </li></ul><ul><li>- Engage Through Votes </li></ul><ul><li>- Social Purpose and Easy Participation </li></ul><ul><li>- Long Campaign for Continued Engagement </li></ul>Facebook Essentials for PR
  30. 30. Facebook – Upcoming Changes <ul><li>Pending page changes – stay tuned </li></ul><ul><li>Status Updates showing up in the News Feed to all fans is no longer guaranteed. </li></ul><ul><li>The Boxes Tab will disappear. </li></ul><ul><li>The Tabs width will shrink from 760 pixels wide to 520 pixels. </li></ul><ul><li>The ability to extract the e-mail addresses of your Fans will become available… maybe. </li></ul>Facebook Essentials for PR SOURCE: http://www.wildapricot.com/blogs/newsblog/archive/2009/12/13/big-changes-to-facebook-pages-could-hurt-small-nonprofits.aspx
  31. 31. Facebook Marketing Resources Facebook Essentials for PR <ul><li>Inside Facebook </li></ul><ul><li> http://www.insidefacebook.com/ </li></ul><ul><li>All Facebook </li></ul><ul><li> http://www.allfacebook.com/ </li></ul><ul><li>Facebook for Business – HubSpot </li></ul>http://www.hubspot.com/facebook-for-business-marketing-kit/
  32. 32. Questions & Comments <ul><li>Scott Meis </li></ul><ul><li>[email_address] </li></ul><ul><li>312-335-0100 </li></ul><ul><li>www.grisko.com </li></ul><ul><li>Suggested Reading: New Comm Biz , SMUG , Social Media Today , Mashable , Social Media Snippets , Groundswell , The New Community Rules </li></ul>Facebook Essentials for PR

×