Facebook Strategy for Public Relations - June 2010

Facebook Essentials for PR: Everything You Need to Know to Get Started
June 30, 2010
Scott Meis - Digital Strategy Sr. Specialist
Waggener Edstrom Worldwide
@ScottMeis

Waggener Edstrom Studio D Capabilities
Facebook for PR - June 2010
2
Online community building and management
Permission-based email campaigns
Search engine marketing strategy
Social media hubs/aggregators
Social media monitoring and engagement
Social media newsrooms
Social media strategy
Social media traffic reporting/social media analytics
Social media/CRM integration
twendz℠ Twitter conversation and sentiment mining
Video production
Virtual events
Website and microsite development
WExPulse® conversation and coverage measurement
WExView® trend measurement and analysis
Writing and editing services
360-degree brand measurement
Audience demographic and psychographic analysis
Buzz marketing and viral campaign strategy
Competitive and industry trends analysis
Content sourcing and gathering
Content strategy counsel
Digital influence footprint reporting and analysis
Digital reputation analysis and management
Ethnographic research
Experience design
Hosted content traffic reporting
Influence discovery research
Integrated influence strategy and planning
Interactive graphics and animation
Localization and translation
Monitoring, measurement and reporting
Narrative Network® message mining and mapping
http://waggeneredstrom.com/studiod

What We’ll Cover
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
Location
Mobile
3
Facebook Trends
Privacy Settings
Qualitative Testing
SEO vs. SEM
Audience Reaction
FBML Who?
Location
Mobile
Facebook Trends
Privacy Settings
Qualitative Testing
SEO vs. SEM
Audience Reaction
FBML Who?
Location
Mobile
Facebook Trends
Privacy Settings
Qualitative Testing
SEO vs. SEM
Audience Reaction
FBML Who?
Location
Mobile

What We’ll Really Cover
Facebook Trends
Privacy Settings
4

Top 10 Social Networking Sites & Forums – May 2010
5

Facebook Trends – June 2010
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More than 400Musers worldwide
100M active mobile users
500B minutes are spent on Facebookeach month
Avg. user creates 70 content pieces each month
70% of users are outside U.S.
Avg. user has 130 friends
Source: http://www.facebook.com/press/info.php?timeline

Facebook Trends – June 2010
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Facebook – The Ultimate Timesink
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Americans spent 421 minutes/month or 14 minutes/day.
Source: http://mashable.com/2010/02/16/facebook-nielsen-stats/

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Grouping Friends
5 Key Privacy Settings
Facebook Etiquette
Facebook Pages

Friend Grouping
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Privacy Settings Dashboard
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2
1
3
4

Privacy Settings – Sharing On Facebook
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1

Privacy Settings Basic Info
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2

Privacy Settings - Profile Preview
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Privacy Settings - Applications & Websites
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3

Privacy Settings - Customize
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Privacy Settings – Status Updates
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Privacy Settings – Block Lists
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4

Facebook Etiquette
Pick a good photo
Fill out your bio and info, get a vanity URL
Be smart about what you post & tag lightly
Don’t get caught in the coworker “friending” game, use lists
Balance personal and professional updates
Don’t be a spammer
Use common sense
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Groups & Causes
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Group = Short-term
- Message All Members- Similar to Page Setup
Causes = Long-term
- Application
- Email Members
Messaging & Retention

Community Pages
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KEY TIPS:
- Monitor- Manage Wikipedia

Why Fans Matter
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Direct Brand Engagement
Personal, Real-Time Feedback
Foundation for Targeted Outreach
Word-of-Mouth
Stream of New Advocates
Active Engagement = Strong SEO
Fish Where the Fish Are

Facebook Pages – Getting Started
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Creating your page
Enhancing with content
Engagement & Measurement
Page Promotion
Facebook Ads

Facebook Pages – Page Creation
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Pay Attention to Page Name – SEO!
Plan the “Admin” role
*NOTE: Any Admin Now Removeable!
http://www.facebook.com/advertising/?pages

Facebook Pages – Vanity URL
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Pay Attention to URL – SEO!
http://www.facebook.com/username
Must Have 25 Fans

Static FBML to Customize Page
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Static FBML Application – Your Best Friend

Adjust Default Landing Tab Setting
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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
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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
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Facebook Page Insights
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Facebook Page Promotion
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Cross-promote on other comms channels - social media platform, email, e-news, Website

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Cross-promote on other social media properties

Facebook Fan Box
- Embed on Site
- Easy New Fan Tool
Facebook Widgets
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Facebook Engagement
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Facebook Ads – Utility & Best Practices
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Targeted, Social Action Outreach
Controlled Budget
Action Item + Fan Growth
Easy Analysis
Best Practices

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Facebook Sample Case Study #1
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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!

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“Rush On Call” Live Chats
Promotion:
Blog post
Facebook page event
Rush e-news, Facebook Ads
New fans, direct doctor interaction
Lasting transcript

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Pepsi Refresh Project
Strategy:
Devote Ad $ Elsewhere
Drive Mass Appeal
Engage Through Votes
Social Purpose and Easy Participation
Long Campaign for Continued Engagement

Facebook Upcoming Changes
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STAY. FLEXIBLE.

The Facebook Vision
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Source: http://mashable.com/2010/06/04/facebook-insignia/

Facebook Marketing Resources
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Inside Facebook
http://www.insidefacebook.com/
All Facebook
http://www.allfacebook.com/
Facebook Privacy Pagehttp://www.facebook.com/fbprivacy
Facebook for Business – HubSpot

Questions & Comments
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Scott Meis
smeis@waggeneredstrom.com
425-638-7070
@ScottMeis
Suggested Reading:New Comm Biz, Thinkers & Doers, PR-Squared, Dave Fleet,Social Media Today, Mashable, Social Media Snippets

Facebook Strategy for Public Relations - June 2010

by Scott Meis

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