FRAGMENTATION & FREQUENCY<br />Facebook Training Camp<br />July 21, 2011<br />
FRAGMENTATION<br />When does it make sense to have more than one Facebook page?<br /> <br /><ul><li> You have a big brand ...
 You have a lot of good content to offer daily (deals, news, personality)
 You have the resources to keep pages fresh, lively
 You have support from upper-level management</li></li></ul><li>
Personal  Brand Pages<br />WRAL has a growing number of personality / public figure pages:<br /><ul><li> Monica Laliberte
 Mike Maze
 Nate Johnson
 Brian Shrader
 Bill Leslie
 Kelcey Carlson</li></li></ul><li>Brian Shrader’s WRAL Page<br />
Strategies for offering multiple pages<br /><ul><li> Build a primary brand page first
 Obtain a critical mass
 Roll-out additional pages methodically
 WRAL (April 2009)
 HighSchoolOT (May 2010) – WRAL had 10,000 active monthly users at the time
 WRAL Weather (November 2010)
 WRAL GoAskMom (February 2011)
 WRAL SmartShopper (May 2011)
 Crowd source – find out what your users want</li></li></ul><li>Six brand pages<br />
Strategies for offering multiple pages<br /><ul><li> Each page must support an overall strategy
 Brand building
 Soliciting story ideas
Upcoming SlideShare
Loading in …5
×

Case Study: WRAL: Fragmentation and Frequency — When are multiple pages appropriate and what is the appropriate level of posting?

1,077
-1

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,077
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Case Study: WRAL: Fragmentation and Frequency — When are multiple pages appropriate and what is the appropriate level of posting?

  1. 1. FRAGMENTATION & FREQUENCY<br />Facebook Training Camp<br />July 21, 2011<br />
  2. 2. FRAGMENTATION<br />When does it make sense to have more than one Facebook page?<br /> <br /><ul><li> You have a big brand and multiple audience segments
  3. 3. You have a lot of good content to offer daily (deals, news, personality)
  4. 4. You have the resources to keep pages fresh, lively
  5. 5. You have support from upper-level management</li></li></ul><li>
  6. 6. Personal Brand Pages<br />WRAL has a growing number of personality / public figure pages:<br /><ul><li> Monica Laliberte
  7. 7. Mike Maze
  8. 8. Nate Johnson
  9. 9. Brian Shrader
  10. 10. Bill Leslie
  11. 11. Kelcey Carlson</li></li></ul><li>Brian Shrader’s WRAL Page<br />
  12. 12. Strategies for offering multiple pages<br /><ul><li> Build a primary brand page first
  13. 13. Obtain a critical mass
  14. 14. Roll-out additional pages methodically
  15. 15. WRAL (April 2009)
  16. 16. HighSchoolOT (May 2010) – WRAL had 10,000 active monthly users at the time
  17. 17. WRAL Weather (November 2010)
  18. 18. WRAL GoAskMom (February 2011)
  19. 19. WRAL SmartShopper (May 2011)
  20. 20. Crowd source – find out what your users want</li></li></ul><li>Six brand pages<br />
  21. 21. Strategies for offering multiple pages<br /><ul><li> Each page must support an overall strategy
  22. 22. Brand building
  23. 23. Soliciting story ideas
  24. 24. Providing significant content updates
  25. 25. Feedback channel
  26. 26. Driving traffic to CBC web properties
  27. 27. Building audience engagement
  28. 28. Building e-mail lists or other marketing databases
  29. 29. Use a consistent naming pattern (WRAL Weather, WRAL GoAskMom)
  30. 30. Be sure to have your pages “Like” one another
  31. 31. Have multiple page admins, and have them invite their friends to like your new pages (new)
  32. 32. Cross-post using “@” and the name of the page on which you want your post to appear </li></li></ul><li>
  33. 33. +15% growth<br />FB page launches May 25<br />
  34. 34.
  35. 35. Large brands with multiple pages<br />Dell: Dell, Deal Deals, Dell for Business, Del Enterprise, Dell Go Green, Dell Spot, Dell Go Green<br />Cisco: Cisco, Cisco Networking Academy, Cisco Channel, Cisco Data Center, Cisco IT, Cisco Education, just to name a few<br />Salesforce: Salesforce CRM, force.com, chatter.com<br /> <br />
  36. 36.
  37. 37.
  38. 38. Frequency<br />How often should you post?<br />How much is too much?<br />Can you post too little?<br />
  39. 39. Half life of a Facebook post<br />
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44. What does it all mean?<br /><ul><li> Posts at 3 p.m. Wednesday to get the most comment, but results will vary
  45. 45. For active sites, you risk cannibalizing engagement on your page if you post more often than every 80 minutes – another argument for segmentation
  46. 46. You should post at least once a day
  47. 47. Be mindful of peak usage times (weekdays, 11 a.m., 3 p.m. and 8 p.m., but don’t be controlled by it
  48. 48. Off-peak times represent opportunity; less noise
  49. 49. Analyze activity on your Facebook page and plan accordingly; stats are generalized
  50. 50. Don’t ignore evenings and weekends; users have more leisure time and may be more engaged with your message</li></li></ul><li>Final thoughts<br />How do you know what level is posting is right for your brand or client?<br /> <br /><ul><li>Ask
  51. 51. The case for breaking news
  52. 52. Observe and measure reaction, especially comments on posts
  53. 53. Adjust as needed</li></li></ul><li>Favorite Facebook Resource:<br />Inside Facebook email newsletter<br /> <br />John Conway<br />jconway@wral.com<br />@jcconway<br />http://www.linkedin.com/in/jcconway<br />919.821.8849<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×