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More Visibility Social Media  Facebook
 

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.

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    More Visibility Social Media  Facebook More Visibility Social Media Facebook Presentation Transcript

    • SOCIAL MEDIA BOOTCAMP PART 1 Tactics & Techniques to Maximize Facebook
    • Today’s Presenters
      • Joe Teixeira
      • Manager of Web Intelligence, MoreVisibility
      April Nelson Director of Strategic Accounts, MoreVisibility
    • 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
    • CHANNEL STRATEGY Understanding the Channel & Setting Your Expectations Accordingly
    • 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
    • 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
    • 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
    • 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!
    • 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
    • PROFILES, PAGES & GROUPS Key Differences and When to Utilize Each
    • 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
    • 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
    • Search for Nevada
    • 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 facebook.com/pages/ Nevada Ugly URL facebook.com/group.php? 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
    • WHAT’S THE SEO VALUE? Understanding How Page Set Up Affects Natural Search
    • 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
    • How it Works
      • Thoughtful Page Name
      • Complete / Optimized Page Info
    • HOW TO SET UP A PAGE Setting up a Page and Understanding Available Settings
    • 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
      CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
    • 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
      CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
    • 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
      What’s This? CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
    • Set up a New Page - Personalize
      • Add Vital Info
      • Fields vary depending on Page Type
      • Comprehensive Information = Optimized for Search
      CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
    • 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
      CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
    • 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
      CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
    • 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
      CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION UNDER-USED
    • 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
      • 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
      Privacy Settings CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
    • BUILDING A “FAN” BASE Leveraging Existing Customers and Attracting New Fans
    • 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
    • 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
    • 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.
    • 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
    • TRACKING PERFORMANCE
    • Tracking Performance – Facebook Tools
      • Insights
        • Page Views
        • Fan Base
          • Age & Gender
        • Interaction
          • Post Views
          • Comments
      • DirectAds Reports
        • Responder Demographics
      NEW
    • Tracking Performance – Google Analytics
      • Which pages within Facebook referred the traffic?
      • How can I measure ROI?
    • WHAT’S NEW?
    • 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
      BRAND NEW
    • Page Changes in the Works (2 of 2)
      • More Control over Your News Feed (found at the bottom of your News Feed)
    • “ Old” Page Style – Focus on Static Content “ New” Style – Focus on STREAM
    • 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
    • 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
    • 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
    • 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.
    • Thank You!! Thank you for attending our Webinar! Questions / Comments / Suggestions? Email Us: [email_address]