Dreamforce 2011 - Facebook 101: Maximizing Your Time and Money


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Clara Shih of Hearsay Social and Marcus Nelson of Salesforce.com describe best practices for marketing your business on Facebook.

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Dreamforce 2011 - Facebook 101: Maximizing Your Time and Money

  1. Facebook Marketing:Maximizing Your Time and MoneyMarketing ProfessionalsMarcus Nelson, Salesforce.com @marcusnelsonClara Shih, HearsaySocial.com @clarashih
  2. Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995:This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any suchuncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differmaterially from the results expressed or implied by the forward-looking statements we make. All statements other thanstatements of historical fact could be deemed forward-looking, including any projections of product or service availability,subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans ofmanagement for future operations, statements of belief, any statements concerning new, planned, or upgraded servicesor technology developments and customer contracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developing anddelivering new functionality for our service, new products and services, our new business model, our past operatinglosses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breachof our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergersand acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand,retain, and motivate our employees and manage our growth, new releases of our service and successful customerdeployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprisecustomers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is includedin our annual report on Form 10-Q for the most recent fiscal quarter ended April 30, 2011. This documents and otherscontaining important disclosures are available on the SEC Filings section of the Investor Information section of our Website.Any unreleased services or features referenced in this or other presentations, press releases or public statements are notcurrently available and may not be delivered on time or at all. Customers who purchase our services should make thepurchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation anddoes not intend to update these forward-looking statements.
  3. Marcus NelsonDirector of Social Media @marcusnelson
  4. of US adult Internet users are on Facebook
  5. billion minutes spent on Facebook per month Last year that number was 150 billion minutes
  6. Facebook is consuming people’s time
  7. Facebook is the largest login provider
  8. Fan Pages
  9. Harsh truth Never return to your pageSource: http://pagelever.com
  10. So what’s the value? Access to their newsfeed Remember, they don‟t come back to your page.
  11. of comments & likes come from newsfeedsSource: http://pagelever.com
  12. This is why we need the ‘like’ Getting posts into the newsfeed is critical to building impressions
  13. Edge Rank
  14. Edge Rank is Facebook’s algorithm  Ranks on relevancy  Shows 3-5 most interesting posts (FB randomizes it slightly so it doesn‟t seem so stalkerish)  The majority of fans NEVER see your status updates
  15. How does Edge Rank work?  Affinity score – the affinity between the user and the creator of the item – number of times the users profile was checked  Weight – comments & likes add points – my comments are worth more than those of my friends – comments are worth more than non-friend comments  Time Decay – as time passes, stories lose points
  16. You can’t SPAM it as hard as you may try  EdgeRank is between an object and a user unlike SEO, an EdgeRank score is different for each user  No such thing as generic “Edge Rank score” the architecture of the algorithm makes it impossible  Real-time score competes with everything in newsfeed… as long as a status update is in the top 3-7 posts, you‟ll probably be shown until time decay reduces points OR other posts push you out  Note: Mobile uses “Most Recent” which makes up 30% of users
  17. Clara Shih Founder and CEOBestselling author, The Facebook Era @clarashih
  18. About Hearsay SocialFaceforce Wrote 1st Founded Launch Facilitated Raise $18M Series“kickstarts the social media Hearsay from beta Guinness B from Sequoiasocial business business book Social World Record and NEAmovement” for Facebook “likes”
  19. Top Enterprise Challenges on Social Which of my employees are on social media? How do I protect my brand and get compliant? How do we make money using social media? How do we measure and integrate our efforts?
  20. About Hearsay Social• Enterprise leader in social media page management• Enables reps to compliantly capitalize on LinkedIn, Twitter, Facebook, and Yelp• Cash-flow positive and backed by Sequoia, NEA, Steve Chen, FB execs• LinkedIn, Twitter, and Facebook Preferred Partner
  21. 1. Think and act like a consumer
  22. 2. Facebook Pages are the new website Website Facebook Page + Control the experience + Easy to update + Full customizability + No SEO/SEM required
  23. 3. Schedule and target your posts
  24. 4. Amplify your message through local
  25. 5. Don’t forget about compliance don‘t let this be you!
  26. Key takeaways for this session  Your goal is to get customers to „like‟ your page  Create content your fans want to engage with  Edge Rank is Affinity Score, Weight, & Time Decay  Think and act like a consumer  Schedule and target your posts  Amplify your message through your sales force  Don‟t forget about compliance!
  27. Questions & Answers Marcus Nelson Dir of Social Media @marcusnelson Clara Shih Founder and CEO @clarashih NY Times-featured bestselling author of The Facebook EraBook signing immediately following
  28. http://facebook.com/thefacebookera