Teresa Valdez Klein's webinar on the Power of Facebook.

1. The Power of Facebook
Getting the most out of the Web’s hottest property

2. Some Facts
• “Social Utility”
• Over 50 million users
• Started out as a college-only network, then opened earlier this year.
• 134% growth from September 2006 to September 2007
• More than 50 million users.
• 41% of users over the age of 35, fastest growing segment
• Platform for application development, over 6,000 apps currently running
• Supposed to be worth US$15 billion

3. The Coolest Thing About Facebook: Your Friends
• Reinforce and expand upon real-world social connections
• Do things to and with your friends inside of the walled garden
• See up-to-date information about your friends at a glance
• Share information with your friends
• See what your friends find interesting
• Meet your friends’ friends

4. The News Feed
What’s everyone up to?

5. Professional Etiquette:
Family
Friend Requests
Close Friends
• If your relationship is above the
dotted line, a note may not be
necessary.
Peers in your Team
• If your relationship is below the
line, attach a note explaining
your request. Be specific!
Superiors/
• Men approaching women, be
particularly forthcoming.
Subordinates
• Sucking in address book can
Other Coworkers
get you “sandboxed” if you
send too many requests.
Professional Contacts
• Promise yourself that you’ll view
profile contents in context,
Reconnecting
especially if you’re the boss.

7. Professional Etiquette:
Family
Friend Requests
Close Friends
• If your relationship is above the
dotted line, a note may not be
necessary.
Peers in your Team
• If your relationship is below the
line, attach a note explaining
your request. Be specific!
Superiors/
• Men approaching women, be
particularly forthcoming.
Subordinates
• Sucking in address book can
Other Coworkers
get you “sandboxed” if you
send too many requests.
Professional Contacts
• Promise yourself that you’ll view
profile contents in context,
Reconnecting
especially if you’re the boss.

9. Professional Etiquette:
Family
Friend Requests
Close Friends
• If your relationship is above the
dotted line, a note may not be
necessary.
Peers in your Team
• If your relationship is below the
line, attach a note explaining
your request. Be specific!
Superiors/
• Men approaching women, be
particularly forthcoming.
Subordinates
• Sucking in address book can
Other Coworkers
get you “sandboxed” if you
send too many requests.
Professional Contacts
• Promise yourself that you’ll view
profile contents in context,
Reconnecting
especially if you’re the boss.

10. Your Profile: The Barry Bonds of Business Cards
• Create a hub for your content.
• List your professional qualifications and job description.
• Post photos that showcase your humanity.
• Share items of interest both individually and publicly.
• Share books, music, movies and television, but keep those items below the
fold.
• Use a mobile client to make a friend request on the spot instead of exchanging
business cards.

11. Groups
Conversations are Communities

12. Groups: Facilitated conversations

13. Driving Traffic by Participating in Groups
• Pasting an unsolicited link to your site on a group’s wall or shared items
section is poor form.
• Instead, develop list of interesting content for group members.
• Post the list on your blog.
• Then post in the group and tell people why they might find your research
useful.
• You drive traffic and you’re not being too commercial. Yes, you have
commercial motivations, but you’re adding value at the same time.

14. Sharing Photos and Videos: Reinforcing Shared Experiences

15. Posted Items
• Sharing content facilitates relationships
• Download the Facebook toolbar for Firefox and use the share feature
• You can either send the news item to a specific person or group, or you can
post it to your profile.
• My friends’ shared items feed on Facebook is where I get some of my most
bloggable content. I can subscribe in RSS.
• My friends add value for me, and I add value for them by sharing items.

16. Facebook Culture: Vestigial Organs
• Poking
• Hookups & Random Meetings

18. Facebook Culture: Immature Applications
• Poo-flinging
• Zombies and Vampires and Werewolves, oh my!
• Virtual Pets
• More useful than meets the eye

19. “What Zuckerberg and the
widget-makers have wrought is
mostly silly, useless and time-
wasting and the kazillion users of
these widgets are pretty much
just acting like little children.” -
Kara Swisher

21. Successful Applications
• Leverage social context, friends want to connect with one another
• Start simple
• Respond to user input quickly

22. Widget Marketing on Facebook: Reaching Your
Audience
• Who are they and what do they want?
• Are they on Facebook in large enough numbers to justify the investment?
• How can you help them connect?
• Be useful!
• Think almost altruistically about serving their needs.

24. Facebook Fridays: Leveraging Facebook Internally

25. New Features: Facebook Pages
• A brand can have fans.
• You can create a hub around your brand for content and interaction the same
way that you do with your profile.
• Don’t just use it as a directory entry.
• This is not just another place for users to download Mountain Dew wallpapers,
as the “Ad-Vocate” says.
• Creates a “social experience” where your friends can give honest feedback
about brands and you can see that information associated with a brand.

26. New Features: Facebook Ads
• Adds social action to ads, so you can see when your friends have relationships
with the brand that’s being advertised.
• Allows targeting by age, gender, geography, interests, marital status and more.
• Goal is to make advertising more relevant.
• I still want a Pandora for advertising.
• Some backlash regarding legality of using people’s likenesses to sell products
without their consent.

28. New Features: Sucking in Stories from Affiliated
Sites
• An action you take on an affiliated site is brought back into Facebook as a
story.
• For example, I buy a new pair of BCBGirls slingbacks at Zappos.com and that
information can show up on my Facebook profile.
• Privacy backlash: should be opt-in instead of opt-out.
• Users have to approve outside news stories twice before they are associated
with profiles.

29. “When [Facebook] started to lay
bare its intentions to have
advertisers get strangely close to
users, the whole picture began to
look real creepy, real fast.
Creepy-drunk-uncle kind of
creepy.” - Paul Glazowski

30. “[Facebook is] still working more items into its
system - apps, gadgets, extras, you name it.
More utility. More stuff.
Ever get the feeling that it’s all just too much?
That it’s all happening too quickly. There’s a
palpable sense that there’ll come a time -
relatively soon, in fact - that the whole operation
will trip over its own shoelaces, lose its bearing,
and just fall into disarray. And I have to say,
that’s something I definitely see happening.
Pretty soon, too.” - Paul Glazowski

32. • December 5-6, 2007
• Keynotes by Jeremiah Owyang and Lee Lorenzen
• Only a few seats left in the overflow room.
• More information: www.webcommunityforum.com/conferences

33. Questions?
teresa@webcommunityforum.com
http://www.webcommunityforum.com
http://teresacentric.com
http://tetesagehen.go2fb.com
http://twitter.com/tetesagehen