How to Scale your Social Media Interaction on Facebook

How to Scale Your Social Media Interaction on Facebook Real-Life Lessons and Actionable Tips Ekaterina Walter Social Media Strategist Intel @Ekaterina@EkaterinaWalter

About WOMMAWOMMAs 350+ member companies and their 52,000 employees, all ofwhom are afforded membership benefits, represent a spend in WOM activities expected to eclipse $3 billion by 2013. • WOMMA provides brand members a community in which to solve business problems and collaborate with industry peers • WOMMA provides members the opportunity to grow their business and enhance their industry reputation • WOMMA members must adhere to the WOMMA Ethics Code of Conduct, the enforceable standard for ethical and effective WOM and social media marketing. WOMMA.org/Join Contact Jason Dent at: 312-853-4400 x201 JasonDent@WOMMA.org

Why Facebook?• 1.6 billion Internet users in the world, Facebook’s users comprise 1/3 of those• 750 million active users ; 50% log in daily, 250M via mobile• Average user is connected to 80 pages, groups and events• People spend over 700 billion minutes per month on Facebook• 30 billion pieces of content are shared each month• Daily interactions b/w Facebook users doubled b/w Jun 2010 and Jan 2011• Facebook now hosts more photos than the top 20 photo sites combined• Like button is pushed 90M times a month across the web• 70% of audience is international : 95 countries, translated in >100 languages• Facebook bypassed Google as a #1 most visited site in US• 65% of US Facebook Users said they are more likely to buy a product based on a positive Facebook friend referral @Ekaterina

Facebook is your homepage for the social web Objectives Audience Mission Strategy Resources Story Voice@Ekaterina

Brand Ambassadors Die Hard Intel Fan - Damien Bayless@Ekaterina

Limitationsto Remember 420 characters36 characters 8 tabs 247 characters (78 displayed)@Ekaterina

News Feed@Ekaterina

Know Your Audience@Ekaterina

Do Not Automate Your Content! Hidden Updates@Ekaterina

Be Human. Be Spontaneous.@Ekaterina

Encourage Shares and Mentions To tag someone, type @ and then the friend’s name or name of the page you are the fan of@Ekaterina

Target Your Status Updates@Ekaterina

Questions and Polls@Ekaterina

Activate Your Fans… Put Them in Charge@Ekaterina

Celebrate Milestones@Ekaterina

Be Generous … and Creative@Ekaterina

Use Photos@Ekaterina

Creating a Self-Sustaining Community@Ekaterina

Use Photo Strip Creatively@Ekaterina

Fun Use of Profile Images@Ekaterina

Tabs: Order and Design@Ekaterina

Post Frequency and Timing@Ekaterina Source: comScore

Content Considerations • Short, skimmable • Don’t use all 420 characters • Ensure link is visible / not hidden behind “Read More” • Don’t forget critical info (dates/times/links/eligibility)Format • Include call to action • Tips, how-to tutorials, bring in experts for weekly chats • Fun facts, trivia, breaking news/announcements • Polls, questions, fill in the blank • 3rd party content on the topic •Content • Exclusive offers Video and photos where possible @Ekaterina

Landing Experience: First Impression and Call To Action@Ekaterina

Better Yet –Give ThemThe Reasonsfor Liking @Ekaterina

Managing Permissions@Ekaterina

Fan Only Content@Ekaterina

Exclusivity@Ekaterina

Lead Generation@Ekaterina

Cross-Pollinate. Promote both online and offline.@Ekaterina

Managing Your Presence@Ekaterina

Moderation Guidelines@Ekaterina

Moderation Guidelines (cont.)@Ekaterina

Promotions Guidelineshttp://www.facebook.com/promotions_guidelines.php@Ekaterina

Analytics http://www.facebook.com/insights@Ekaterina

Consider Sponsored Stories@Ekaterina Source: PageLever

Scaling Globally@Ekaterina

Infrastructure• Publishing• Monitoring/moderation• Customized tabs creation with branding consistency• Applications• Intel branded asset library• Analytics @Ekaterina

@Ekaterina

Twitter: @Ekaterina Blog: www.ekaterinawalter.com@EkaterinaWalter

How to Scale your Social Media Interaction on Facebook

by Word of Mouth Marketing Association on Sep 16, 2011

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How to Scale your Social Media Interaction on Facebook — Presentation Transcript