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

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