Facebook Team Design, PR vs Marketing vs Advertising
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Facebook Team Design, PR vs Marketing vs Advertising

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  • Facebook is about relationships.It is a vitural meeting place. It is where people get to gether to exchange thoughts, information. Where they can connect and related to the world. And because of this, I firmly believe that Facebook—and social media for that matter—is the domain of Pubic relations.Make no doubt, social media is a turf war between advertising, marketing, and PR. While I believe its is ours to claim, we can’t rest on our laurels. We need to approach facebook with bravo and convinece the client (and ourselves) that PR is the most appropaite and effective mindset to make Facebook work for brands.
  • To add to the social media ia a cocktail party mythology…
  • Advertising is all about impressions and repeat exposures.
  • Public relations is all about creating relationships with key members of the public to endorse and support your cause. It is about the power of conversations, the back & forth exchange of opinions and ideas, and yet it is about the power of relationships.relationships, the power of conversations, the power of word of mouth, and the power of advonacy.
  • That’s right ladies & gentlemen, the 4 key roles of ideal Facebook team are in fact fictionalized holiday characters used both Western Culture to celebrate the birth of Jesus Christ and commenrate the Winter SoliicceFor the next 8.5 mintues, I will profile of this , provide classified personality traits of, and explain how each contributes to the succuess of this elite group know as the Facebook dream team. and even make the case as to why the Facebook Dream Team must have take the mindset of Public Relations over the brainwash displines of advertising and marketing.
  • Role #1 is the Commmunity Manager, AKA “Faceman.Facecman is the most public-facing role of the Dreamtime—he or she literary servers the brand ambassador to the Facebook community. Now this person much have outstanding People skills, outstanding communcation skills.This person is part Oprah and part Fletch. This person is part Oprah in that they are amazing listener and can really connect with people. They are part Fletch in that they can represent the brand in different ways, different voices if you will.They are able to triage any social situation, and are prepare with escalatoin plans so that customer issues are quickly dealt with by the apporpriate internal parties. This is especially true for highly regulated industries like Finance and Pharma.Part Oprah (great listening, can really understand people), Part Fletch (can speak in many kinds of “voices”)
  • The next essential role is on the Facebook Dream Time is the Metrics & Analytics Expert…Code name” Murdock or Hollowing Mad Murdock.Murdock is the team’s optimizing. He or she is constantly looking at the daily, weekly, and monthly performance trends of individual content post and is making recommendation on how the community manager can better engage with the audience. “IT CONTENT OPTIMIZARTION”Be warned: Murdock is know to speak quickly and can sometimes present overwhelming amounts of data…it’s a good idea to have sone “chaperon” the metric person in senior meetins. that is where other team members come in.Foreman Elf is both and artist and scientists. He is an scientist in that he is an expert on the latest social media listening tools. He is an artist because he known every the best tool can’t tell the whole story, and the every report needs a touch of “human analysis”.Murdock’s favorite weapon: The KPI .
  • A Good Example of a KPI that Merdock the Metrics expert like to use is One-Topic vsOffTopic conversations.This is an example from an actual PN client in the Financial Service category. This particular client had a an internal team but was using us to help optimize their performance.Here they are trying to promote the idea of earning points with their credit cards:This is when the community manager will pose a question their Facebook fans on a particular topic..in this case, how “cool” it is to earn credit card points
  • Merdock like to track the Ratio of On-Topic vs Off Topic conversation and use it as an indicator as how “IN TUNE” THE COMMUNITY MANAGER IS WITH THE COMMUNITY.This slide show the # of Post this community manager made on a give subject—so there was 1 post that was about some random news times, 4 post about the latest ad campaign, 8 page post about Financial advocacy tips and so on.It also show the number of reponse post each of those generates, as well as the proportion of positive, negative,andnetural.So in the example from the previous slide—where facebook talks about earning points and the customer tell faceman is a jerk for raising her rates-we see that indicated here.I
  • The third role of the Facebook Dream Team in Creative and Tech. represented by Rudolp the Red Nose Reindeer.This is the “Flash” of the Facebook team and really helps bring the community to life. The personality of the Creative and Tech lead—often two different people. This team member is often considered a “weirdo” and ofteBut the One of the best ways to create engagement is to give users something to engage with.
  • The final role of the Facebook Dream Team is a Strategist, represented by Hannibal.One of biggest mistakes that companies make is that they set up facebook pages with devisign a plan as to what it they that is trying to be accomplished, how its going to be accompsliedh, and how is going to be measured. This is where the strategist comers in. Now this person my have different titles at your organization…account, planner. If you are client side and your facebook team is internal, this person could be internal as well. Or, if you are agency this side, this person could be part of your agency or could actually be the client.The essential part of this role is to sell in the overall idea of Facebook to the right stake holders, be able to get buy in, and be able to justify cost.Client essential sits on santa/ strategist lap and tells them what they want.
  • That’s right ladies & gentlemen, the 4 key roles of ideal Facebook team are in fact fictionalized holiday characters used both Western Culture to celebrate the birth of Jesus Christ and commenrate the Winter SoliicceFor the next 8.5 mintues, I will profile of this , provide classified personality traits of, and explain how each contributes to the succuess of this elite group know as the Facebook dream team. and even make the case as to why the Facebook Dream Team must have take the mindset of Public Relations over the brainwash displines of advertising and marketing.
  • While I ridiculed the different market disciplines, the all have a part to play with Facebook. True, I believe PR should lead Facebook, but advertising
  • The Road map is that there is not roadmap other than to geniuely believe

Facebook Team Design, PR vs Marketing vs Advertising Facebook Team Design, PR vs Marketing vs Advertising Presentation Transcript

  • Hots Lips, Fictional Holiday Characters,& The Need to Lead withBravado like Cornelius. PR NEWS FACEBOOK CONFERENCE NATIONAL PRESS CLUB WASHINGTON, DC DECEMBER 1, 2011
  • Who Owns Facebook? Optimal Facebook TeamRoadmap for Facebook Workflow
  • Facebook is about relationships.
  • A Parable.
  • “obligate hemi-parasitic”
  • (Product /Service) Potential “Customer”
  • MARKETING? ADVERTISING?PUBLIC RELATIONS?
  • Marketing:
  • Advertising:
  • Public Relations:
  • Facebook is about Public Relationships. Public Relations
  • Who Owns Facebook? Optimal Facebook TeamRoadmap for Facebook Workflow
  • The Facebook Dream Team
  • Four Main Roles:
  • CODEName:
  • FROSTYFOREMAN ELF RudolphKris Kringle
  • “FoREman ElF” “RUDolpH” “Kris Chringle”“FRoSTY” The Facebook Dream Team Four Main Roles:
  • Community Manager CoDEnamE: “ ” • THE “BRanD amBaSSaDoR” • outstanding people skills • Part Oprah, Part Fletch •Help inspire community interaction & dialogue •Has Access to the right people, both internal & External •Is prepared to take abuse & deal with uncomfortable situations
  • Metrics & Analytics CoDEnamE: “ ” • THE “opTImIzER” • Lukewarm People skills • Focused on delivering results • EXPERT AT CONTENT OPTIMIZATION & Penetrating Edgerank • Be Prepared for possible OVERWHELMING AMOUNT OF DATA • BoTH an “aRTIST” & “SCIEnTIST” • Tool of Choice: The K.P.I.
  • Favorite Foreman Elf KPI:ON-TOPIC VS OFF-TOPIC POST “#$&% You! “Hey Facebook You increased my interestCommunity! Isn’t rate, you screwed myit COOL earning credit score, and you gave me points that don’t credit card work! Creep!” points!”
  • Favorite Elf KPI ON-TOPIC VS OFF TOPIC POST TOTAL FACEBOOK POST SENTIMENT FEEDBACK FOR A BANKING CLIENT’s CONTENTNumber of related (4 week period)posts by category Positive Off-Topic News Reports Positive Neutral Negative 2% 1 On-Topic News Reports Negative 30% Off-Topic Ad Campaign/Promotion 4 Neutral On-Topic Ad Campaign/Promotion 68% Off-Topic Advocacy/Tips 8 On-Topic Advocacy/Tips Off-Topic Rewards 3 On-Topic Rewards Off Topic Holiday Season 3 On Topic Holiday Season Off-Topic Conversation Starter 5 On-Topic Conversation Starter 0 2 4 6 8 10 12 14 16 18 20 Mentions 24
  • Creative & Tech CoDEnamE: “ ” • THE “FlaSHY onE” • Can be somewhat socially awkward & volatile. Head often in clouds. • Photos, infographics, videos are Common Tools • Helps Drive engagement & On-topic ReSponses •“THEY USED To laUGH aT mE In HIGH school but now my design skills are SaVInG THEIR aSSES”
  • Strategy & Account CODEName: “ ” • THE “VISIonaRY” • Part Champion, Part Strategist • Can BE internal or client side stakeholder. •Acts as diplomat to more senior stakeholders. • ABLE TO CONNECT FACEBOOK metrics TO LARGER BUSINESS GOALS • Translates a Companys Strategy IN a Facebook ACTION PLAN.
  • Four Main Roles of the Facebook Team :Community Metrics & Creative & Strategy Manager Analytics Technology
  • Who Owns Facebook? Optimal Facebook TeamRoadmap for Facebook Workflow
  • Whole is Greater Than The Parts.Marketing Advertising Public Relations
  • Don’t Be Afraid.Advertising PR
  • Work Together, Common Goals, Lead with Confidence. Create a roadmap for Facebook workflow and integrate the efforts of marketing, PR and advertising
  • Who Owns Facebook? Optimal Facebook TeamRoadmap for Facebook Workflow
  • Hots Lips, Fictional Holiday Characters,& The Need to Lead withBravado like Cornelius. .
  • Thank You!Brad B. McCormick @darbtx Austin, TX