More Visibility Social Media Facebook

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

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

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

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

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]