A Facebook Page is a public profile that enables you to share your business and products with Facebook users . Pages are similar to personal profiles and brands accumulate fans instead of friends. Within pages you have the option of posting and collecting content, importing Twitter and blog feeds, collecting user reviews, and hosting discussions.
An application is a platform for developers which provides a framework to build tools which Facebook users can add to their profile. Applications range from chat to games to mobile.
Facebook Connect and Facebook Share are additions to your brand’s existing web site or blog which allow you to integrate their Facebook presence with other online media.
Facebook Connect is an open identifier which allows users to take their Facebook profile with them when they shop, comment, or browse on other web sites.
Facebook offers banner advertising which can target age, gender, location, relationship status and interest, or music and lifestyle interests.
Building a Strategy for Facebook
Do a marketing plan to include:
The Solution You Offer
The Demographic You Intend to Reach
All media You will Implement
Yearly Plan detailed by Month
Include: Goals, Actions, Results
Create a Business Page From your personal page, select: “Ads and Pages”.
Create a Business Page Create a page for local business
4 Elements of a Successful Facebook Strategy -Ogilvy Public Relations Worldwide
• Find and engage
• Host discussions
and provide useful
• Invite fans to
3. ADD SCALE • Leverage offline events • Advertise through existing media • Add your social Web links to your brand Web site 4. MEASURE • Reach - Fans - Mentions • Engagement - Discussions, content, reviews, and posts • Action - Contest entries - Coupons redeemed - Purchases driven - Web traffic driven -Application users 2. DRIVE ACTION • Provide applications that enlist ambassadors • Provide coupons to track purchases • Hosts contests with opt-ins for further contact
Engage Daily Menu Specials Promoting Special Events
Drive Action Great input from happy customer!
Add Scale & Impact – Targeted Advertising 1
Add Scale & Impact – Targeted Advertising 2
Add Scale & Impact – Targeted Advertising 3
Add Scale & Impact – Targeted Advertising 4
Add Scale & Impact – Targeted Advertising 5
Add Scale – Place Links on Web Page
Measure Success 1
Measure Success 2
Measure Success 3
Measure Success -Ogilvy Public Relations Worldwide
• Number of fans
• Number of brand mentions on walls
• Number of news updates x fans
• Ad impressions
• Number of discussion topics
• Number of wall posts on brandpage
• Number of wallposts
• Number and tone of reviews posted
• Amount of content or offers shared
• Video views
• Click through rates for advertisements
• Number of contest entries
• Number of applications downloaded
• Offline actions driven by coupons or special offers
• Web traffic generated
Facebook Trend to Watch
Facebook Connect – Website connects directly with Facebook Account
Facebook Don’ts - Ogilvy
• DON’T filter your fans reviews or content simply to protect your messaging.
• DON’T spam fans with messages or invitations to their inboxes.
• DON’T violate Facebook’s Terms of Service.
• DON’T abandon your fans.
• DON’T let your PR agency run your page. Authenticity counts.
• DON’T be afraid of negative comments.
• DON’T leave negative or inflamatory comments unresponded to.
• DON’T engage in practices you would never consider outside of Facebook.
• DON’T forget about existing content you can repurpose (reuse)
Are you using Twitter for your business?
A Strategic Approach to Using Twitter -Ogilvy Know your followers, thank them for support, get them involved Added value; health tips, disaster alerts, fundraising info Those interested in your cause, industry leaders, news Issue Advocacy Check replies, and DMs, answer questions, provide info when needed Links to online promos, insider info on upcoming sales, discount codes Current and potential customers, those interested in similar products Product Promotion & Sales Set up Tweet-ups, talk to attendees, ask and answer questions Event information, updates behind the scenes coverage Those interested or attending event, media Event Coverage Jump in the conversation. Be transparent and add value Insights, expertise, become a thought leader Industry leaders, similar interest groups, news/media Corporate Reputation Management Answer questions, respond to comments, raise issues, provide information Direct to additional resources, updated information, explanation Your brand, products and relevant issues Crisis Management Answer questions, respond to comments about your brand Content relevant to your customers; tips, company info, etc Your customers and potential customers Customer Relations ENGAGE CREATE FOLLOW STRATEGY
Six Quick Steps to Get Tweeting Now!
Follow a Local Business: @
Follow Business’ They Follow
Search for Content Using Hashtag “#” (ie; #btv, #vt, #cloud,etc.)
Send out a Tweet
Retweet Others’ Tweets!
Useful Twitter Tools
Search.Twitter (f.k.a Summize): Complete an advanced search around key phrases, within specific dates, and from specific handles. (Often broken, Google search is the best back up!)
TweetDeck: A desktop app that lets you organize your followers into specific categories (i.e. industry leaders, customers, potential customers, etc.)
TwitPic: Provides a bridge from your camera phone to Twitter. Pictures can either post to the Twitter public timeline from phone via email or through the site.
Tweet Later and CoTweet: Allow you to time your Tweets to be created now and published later.
More Useful Twitter Tools
HootSuite: a shared Twitter platform allowing multiple users, pre-scheduled tweets, and click statistics including charts and your most popular tweets.
TweetVolume: Find out what keywords to use based on their popularity and conversation volume on Twitter.
TweetBeep: the Google Alerts for Twitter, allows you to monitor conversations that mention you, your brand, related/competitor products, and links to your website/blog. Alerted as keywords appear, reducing the need for a manual search.
Twitterholic: Find out who has the most followers and who can be an influential asset to your campaign.
ExecTweet: Find and follow top executives on Twitter.
Facebook Terms: www.facebook.com/terms.php
Repurpose/Reuse Content: http://ow.ly/1B1IS
Thousands of Presentations/Tutorials: www.slideshare.net
Social Media Tutorials: www.trutricks.com (Burlington, VT)
Analyze Your Website: www.google.com /analytics
Setup Blog: www.wordpress.com
Optimize your brand page: http://tinyurl.com/optimize-a-brand-page