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More Visibility Social Media Facebook


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This powerpoint explores how to maximize Facebook in business. Also covers some of the newest features they just rolled out related to business pages/profiles.

This powerpoint explores how to maximize Facebook in business. Also covers some of the newest features they just rolled out related to business pages/profiles.

Published in: Technology, Business

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  • 1. SOCIAL MEDIA BOOTCAMP PART 1 Tactics & Techniques to Maximize Facebook
  • 2. Today’s Presenters
    • Joe Teixeira
    • Manager of Web Intelligence, MoreVisibility
    April Nelson Director of Strategic Accounts, MoreVisibility
  • 3. Presentation Overview
    • Channel Strategy & Business Goals
    • Pages, Profiles, and Groups
    • What is the SEO Value?
    • How To Set up a Page
    • Building a Fan Base
    • Tracking Performance
    • Changes in the Works to Pages
  • 4. CHANNEL STRATEGY Understanding the Channel & Setting Your Expectations Accordingly
  • 5. A Brief History
    • February 2004 Emerged as a Basic Directory
      • Required Users to Visit each Friend’s Profile to find Updates
    • 2006 Launched News Feed
      • Friends’ Updates to Your Home Page
    • 2007 Introduced “Social Graph”
      • Relationship / mapping of people’s connections
    • September 2008 Launched NEW Profile layout
      • Focus on a Stream of Updates versus unchanging content
    Make Facebook a place for people to connect with and keep track of all the interests in their lives
  • 6. Common Objections for Business Use
    • Evaluating Performance
      • Meeting Goals
      • Measuring ROI
    • Loss of Control
    • Our Customers Don’t Use This Stuff
    • Only Big Brands Succeed
    • No Time to Dedicate to Manage
  • 7. What Is Required For Success?
    • Relinquish message control
    • Honesty, ethics, and transparency
    • Added Value
      • Use Your Existing Tools & Marketing Materials as Collateral
      • Coupons, Special Offers, Resources, etc.
    • Be an Inspiration
      • Provide Real & Exciting Information
    • Active (Intelligent) Channel Management
      • Participation is marketing
    • Resources & Time to Cultivate
      • Difficult to Justify for Companies with Short Turnaround Expectations
  • 8. Determine Your User Persona & Voice
    • Who will be interacting with the community on behalf of your Company?
      • Employee to Admin under existing User Profile
      • Create & Develop a Transparent User Persona
        • Adds legitimacy and credibility to profiles
        • Provides a uniform perspective for updating
    • What will conversations be about?
      • Be creative & Inspire Your Community to believe in your product, your services, and your company
      • Believers will spread the word!
  • 9. Setting Realistic Expectations & Goals
    • Develop a Community OR Expand on Existing One
    • Increase Awareness & Reach
      • Of the Brand / Company / Business
      • Of the Tools & Resources You Offer
    • Garner Customer Intelligence
    • Elevate Customer Service Levels
    • Drive More (Relevant & Valuable) Traffic
      • To Your Website via Pages, Posts, Notes, etc. within Facebook
    • Increase Conversions
      • Leads, New Member Registrations, etc.
      • Sales = Revenue
    Social Media is not intended to be a Direct Revenue Generator
  • 10. PROFILES, PAGES & GROUPS Key Differences and When to Utilize Each
  • 11. Profiles, Pages, and Groups
    • Profiles
      • A Person’s User Account
    • Pages
      • Official representative of the entity
      • Actions come from the “Page”
    • Groups
      • Anyone can create a group about anything
      • Actions come from the Admin
  • 12. Profiles, Pages, and Groups “ Profiles can only be used to represent an individual, and must be held under an individual name.” “ Pages can only be created to represent a real public figure, artist, brand or organization .” “ Groups can be created by any user and about any topic, as a space for users to share their opinions and interest in that subject”
    • Must Have a Personal Profile to Create a Page or Group
    • BUSINESS ACCOUNTS are the exception
  • 13. Search for Nevada
  • 14. Pages Groups Nevada Business Name: Nevada Commission on Tourism The Nevada Higher Education Budget Cuts are threatening my future. Business Name: N/A Pretty URL Nevada Ugly URL gid=16241146761 Applications can be added No Applications Page Admin names not public Admin Names displayed on Group
      • Actions come from the “Page”
      • Actions come from Individuals
    View Page Statistics / Insights No Insights Create associated events No associated events Tie Social Actions to Paid Ads Paid Ads but no Social Actions Public, with limited Privacy Total Privacy is an option
      • Restrict access by age, location
      • Secret Group, Approve Members
  • 15. WHAT’S THE SEO VALUE? Understanding How Page Set Up Affects Natural Search
  • 16. SEO Value
    • Additional Real Estate in Search Results
      • More Positions
        • Branding
        • (Competitive) Product Related KWs
      • Multiple Search Results
        • Pages
        • Profiles
        • Groups
        • Notes
        • Apps
    WARNING: Do not copy your website’s Homepage text for your profile content
  • 17. How it Works
    • Thoughtful Page Name
    • Complete / Optimized Page Info
  • 18. HOW TO SET UP A PAGE Setting up a Page and Understanding Available Settings
  • 19. How To Set Up a New Page
    • Research & Prepare!
    • Gather Your Information & Assets
      • Vital Company Info
      • Profile Picture
      • Existing Media
    • Go to Your Page Manager
    • Create a Page
      • Personalize It
      • Customize with Apps
      • Update Settings
      • Interact
  • 20. Set up a New Page - Create
    • Choose a category and subcategory
      • Pick the best fit, category can NOT be changed later
        • Local
        • Brand or Product
        • Artist or Public Figure
    • Name Your Page
      • Reflect the Business represented
      • (Critical) Searchable Field
  • 21. Set up a New Page - Personalize
    • Upload a Profile Picture
      • 4MB max
      • 396 pixels wide max
      • Thumbnail will be used to represent Page across Facebook
    • Recent Change to Terms of Service has been reverted
  • 22. Set up a New Page - Personalize
    • Add Vital Info
    • Fields vary depending on Page Type
    • Comprehensive Information = Optimized for Search
  • 23. Facebook Applications - Overview
    • Developed by Facebook
      • FREE
      • Use them the Make Your Pages and Profiles Interactive
    • 3 rd Party Applications
      • Free with Paid Use (i.e. Gifts)
      • Use them (with caution) to add interactivity to Pages and Profiles
      • Partner with Application Developers to gain additional exposure
    • Develop Your Own Apps
      • To Make Your Page(s) more Interactive
      • Tools / Resources for Desktop or Mobile Use
  • 24. Basic Applications (1 of 2)
    • Discussion Boards
    • Videos
      • Upload an unlimited number of videos directly to Facebook
        • Commercials, Product Demos, Presentations
      • Highest Image Quality recommended
        • 1Gb / 20 minute limit
    • Photos
      • Upload an unlimited number of photos
    • Events
      • Create and “Host” Events for your Business Page
      • RSVP to related Events
      • Fans can share and invite others; publishes in their News Feed
  • 25. Basic Applications (2 of 2)
    • Notes
      • Built-in Blogging Feature
      • Notes are visible on Fans’ Feeds
      • Import RSS feed(s) as notes
        • Blogs, product feeds, etc.
    • Static FBML
      • FB version of HTML
      • Use for Images with Links
      • Add up to 10 modules
    • Flash Player
      • Use for Interactive Media, Games, etc.
      • Add up to 10 modules
    • Reviews
      • Leverage Existing Testimonials / Product Reviews
  • 26. 3 rd Party Applications Be Aware of How they Function CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
    • 1000s of Apps by 3 rd Party Developers
      • Development Specs & Technical Support
      • Permissions
        • Post to Your Feed
        • Access your data online / offline
    • How Do I Choose?
      • “ You May Like” based on algorithm
      • Engaging, viral, enhance your content
      • Synergy for channel management
  • 27.
    • Friends & Friends Lists
    • Facebook Search Results
    • Public Search Listing
    • Photos & Videos
      • Posting to Pages
      • Tagging
    • News Feed
    • Wall Posts (Public Comment Board)
      • Visibility of Your Posts on Others’ Walls
      • Visibility of Others’ Posts on Your Wall
    • Applications
  • 28. BUILDING A “FAN” BASE Leveraging Existing Customers and Attracting New Fans
  • 29. Building a Fan Base – Getting Started
    • Incorporate With Existing Online Channels
      • Social Networking Channels
      • Email
      • Website
    • Optimized Social Media Press Release
    • Paid Advertising (MSN, Google & Facebook Direct)
      • Text, Text w/ Image, Banners & Sponsorships
  • 30. Building a Fan Base – Facebook Tools
    • Badges
    • Share Buttons and Links
    • Fan (and interact with) related Pages
      • Upload Your Contact File
      • Suggested Friends
    • Application Development
    • Facebook Connect
  • 31. What is Facebook Connect?
    • Single Sign On Service
    • Allows users to share content between affiliated sites
    • What Does This Mean for Your Customers?
      • They can Connect and with friends who also use your site
      • They can Share Information on your site with their friends
      • You can provide more customized content, product recommendations, etc.
  • 32. Channel Management
    • Execute & Follow Initial Channel Strategy
    • Add New Content Often
      • Utilize applications and feeds to lessen hands-on management
    • Actively Recruit Fans / Groups / etc
    • Stimulate Discussion
    • Provide Value
      • Specific to FaceBook
    • Implement a Moderation Schedule
      • Coordinate Your Stream to coincide with other marketing efforts
  • 34. Tracking Performance – Facebook Tools
    • Insights
      • Page Views
      • Fan Base
        • Age & Gender
      • Interaction
        • Post Views
        • Comments
    • DirectAds Reports
      • Responder Demographics
  • 35. Tracking Performance – Google Analytics
    • Which pages within Facebook referred the traffic?
    • How can I measure ROI?
  • 36. WHAT’S NEW?
  • 37. Page Changes in the Works (1 of 2)
    • More in line with User Profiles
      • Tabbed layout – 6 at a time can be displayed
        • Wall, Info, Boxes are default
        • Applications can have their own tabs
        • Tabs have their own URLs
          • Choose specific LPs for in-channel ads or off-site promotion
          • Customize Default View for Fans / Non-Fans
      • Expanded width for Applications to 760 pixels
      • Profile Boxes will behave like they do on User Profiles
        • Wall & Info Tabs up to 200 pixels wide x 250 wide
        • FBML will be converted to profile.set.FBML
  • 38. Page Changes in the Works (2 of 2)
    • More Control over Your News Feed (found at the bottom of your News Feed)
  • 39. “ Old” Page Style – Focus on Static Content “ New” Style – Focus on STREAM
  • 40. Benefits of New Layout
    • Higher Volume of More Rapid Updates to the “Stream”
      • Closer to FaceBook’s mission of making the world more open and connected
    • Leverage Page Fans as Brand Advocates
      • Fans’ Comments are published in their Friends’ News Feeds
    • Page Admins have a stronger voice to reach Fans
      • Posts by your Page appear in Fans News Feeds
      • Page can update its Status
    • Enhanced Page Insights
      • View comment activity on your posts
      • Interaction (viewing) of your posts
  • 41. Prepare Your Pages
    • Resize Your Images
      • Capitalize on additional width
      • Fit to Narrow Column or Main Column
    • Set Default Views
      • Fans
      • Non-Fans
    • Rearrange Your Tabs
    • When?
      • Soon!
    WARNING: Clicking “Republish” will push your Page to NEW Style
  • 42. Summary
    • Determine Your Goals and Stick to a Channel Strategy
    • Pages are for Business Use
    • Category and Page Name are not editable ‘fields’
    • Content is King but Keep it Fresh!
    • Use (free) Apps and Tools to Minimize Hands-On Management
    • Social Media is Trackable & Measurable
  • 43. Questions & Answers We are now answering your questions! Please send in your questions to us, via the chat function, located towards the right-hand side of your screen. If we don’t answer your question live, we will respond via email.
  • 44. Thank You!! Thank you for attending our Webinar! Questions / Comments / Suggestions? Email Us: [email_address]