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Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
Facebook for Public Relations - PR Daily Presentation
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Facebook for Public Relations - PR Daily Presentation

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

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

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  • 1. Facebook Essentials for PR: Everything You Need to Know to Get Started March 11, 2010 Scott Meis | Sr. Project & Social Media Director
  • 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. 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. 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. 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. 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. 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. Friend Grouping Facebook Essentials for PR
  • 9. Privacy Settings Facebook Essentials for PR
  • 10. Privacy Settings Facebook Essentials for PR
  • 11. Privacy Settings Facebook Essentials for PR
  • 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. 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. 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. 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. Facebook Pages – Page Creation <ul><li>Pay Attention to Page Name – SEO! </li></ul>Facebook Essentials for PR
  • 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. Static FBML to Customize Page <ul><li>Static FBML Application </li></ul>Facebook Essentials for PR
  • 19. Adjust Default Landing Tab Settings Facebook Essentials for PR
  • 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. 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. Facebook Page Insights Facebook Essentials for PR
  • 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. Facebook Page Promotion <ul><li>Cross-promote on other social media sites, Website </li></ul>Facebook Essentials for PR
  • 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. 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. 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. 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. 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. 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. 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. 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

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