Best Practices on
How & Why All Companies, Brands and Non-Profits
Should Be Engaging With Customers and Fans
Dave and Carrie Kerpen
May 20, 2009
Two ways to ask questions:
1. Twitter: Go to Tweetchat.com, enter the room #Womma and direct
questions to @ theKbuzz (or use #womma as a hashtag)
2. Post questions in the webinar “Question” bar
And now…it’s time for PRIZES!
- Company was formed when its founders
were married on a ballfield, in a sponsored
wedding that garnered $100,000 in
sponsorships and $20,000 for charity–
attracting national and international press.
- Social Media and Word of Mouth Firm
dedicated to authentically amplifying the
conversation around our clients.
- Provide strategy and execution for clients
entering the social media space
- Winner, 2008 WOMMIE, from the Word of
Mouth Marketing Association
-As of 5/20 have built and/or managed 100+
Facebook Public Profiles
The Shocking Truth
As many people use social media as use email!
This number will only grow!
•Email and Text Messaging data source 2008 MRI
•Google data source to ComScore
•Social media data source 2008 Cone Institute Study
In September 2008, a study on social media was
completed by The Cone Institute. It found:
– 184,000,000 Americans use social media.
– 93% of those Americans believe that companies
should have a presence on those social mediums
– 85% believe that companies should not only be
present, but should regularly interact with their
customers on social media.
What this means for
Word of Mouth will always be the best form of
advertising for your organization.
Friends will always take advice from friends…
But with Social Media, the definition
of “Friends” has changed drastically
Joining the conversation using
Why it’s not a question of if but
when you will join the
There are over 225 million users of Facebook,
many of whom spend time over 2 hours per day on the site.
It’s not just for kids anymore! The most rapidly growing demos on the most rapidly growing social
network are women 25-54!
Targeting opportunities are unparalleled! You can target by:
age, zip code, marital status, children, interests, and pets,
and hundreds of other keyword categories.
Facebook‘s natural virality
allows users to endorse
your center with the click of
a button to hundreds of
Wild Waters All Natural Kids Drink
Why Your Brand Cannot Afford To
While it’s a GREAT thing to have fans who
LOVE your brand, you need to be able to
interact, direct, and engage in
conversations. The Facebook Public Profile
is your public persona on a site with 225
million ACTIVE users that expect to interact
with your brand.
The Public Profile
Your communication vehicle for your
customers, clients, fans, and contacts
The Beauty of The Facebook
Public Profiles Are
How Your Public Fans
A Brief Callout
Effective Use of Tabs
Tabs can be customized, and can feature a different
application on each tab. A Facebook Public Profile now
really acts as a microsite for your business.
Bonus! You can target social ads to hit different tabs of
your Public Profile!
The Settings Button Is Your Friend!
Settings allow you to customize where fans and
potential fans land when they find your page.
People who already love you can see something
different than people who are not yet your fans!
This provides a unique opportunity…
Speak Directly To Your Fans-To-Be
Custom Landing Page
Custom space with a new
expanded width allows you to
welcome new fans with a
specific message geared
Create coupons, contests,
offers, research papers, etc. -
VALUABLE content that they
receive when becoming a fan.
The Beautiful “Boxes” Tab
Boxes Tab is chock full of your
greatest stuff…all your FBML,
custom applications, and
Allows users to have one
space with a lot of your most
Hint: Not able to create a
unique landing page for new
fans? Direct them
to land on the boxes tab!
The New Public Profile Wall…
The Importance of Public Response
Follow the D.N.D. rule…
DO NOT DELETE!
Unless a wall response has
hateful or offensive language,
the correct thing to do is
Respond publicly, and
a follow up.
Far more people are looking at
Public Profile walls than
former fan pages.
And Don’t Forget About:
Companies can now update
their statuses….and it will
show up in the feeds of their
Hint: Be “Like-able”
The new Public Profile allows an organization to experience
the same instant viral effect that personal profiles
have…thus eliminating the unnatural “friending” of
businesses that violate Facebook’s Terms of Service.
Facebook Best Practices:
– Make your Public Profile a place filled with valuable content.
– Give your fans a reason to become fans.
– Use updates to ask questions and elicit response, not
deliver press releases
– Engage fans through creative content
– Think of your page in terms of being for your fans, not being
for your brand
– Hypertarget with Social Ads and with Updates
– Give fans reasons to post content on your profile page
– Worry less about developing a custom good application,
and worry more about creating good conversation
– Monitor conversation
– Thank and respond to the positive
– Respond even more diligently to the negative!
10 Facebook Public Profiles Worth
Paying Attention To:
Case Study: Aflac
Case Study: NYC Dept. of Health***
(full disclosure- a *** indicates a client of theKbuzz)
Case Study: Papa John’s
Some things to do first.
Research your brand on Facebook.
Research your competitors.
Look at what you like and what you don’t.
Develop your strategic vision.
Sketch out what you are looking to do.
Who do you want to reach, and what do
you want to tell them when they find you!
Hint: Get familiar with Static:FBML!
Facebook Social Ads: Now you
can link them to specific tabs on your
Link to different TABS! Hint: Test out some HIGHLY targeted ads
to minimize cost
Ways theKbuzz Can Help You:
Free resources from theKbuzz: Visit our blog
BuzzMarketingDaily.com or our Facebook Page
http://Facebook.com/theKbuzz for constant tips
on your entrance into the social media space.
For Sole Proprietors and Small
Businesses (up to 4 employees):
USE CODE “WEBINAR” FOR
25% OFF– FIRST 50 SIGNUPS ONLY.
Looking for a complete social media strategy,
plan & execution? Try Social Ideation! Email
firstname.lastname@example.org or call 718.416.2899.
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(Also @carriekerpen and @davekerpen)
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