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Facebook - form Novelty to Necessity

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  • 1. Facebook: From Novelty to NecessityLeveraging the Value of Social Media Marketing PANO 2012
  • 2. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingHow Pages Work Overview •  What’s new on Facebook •  Strategies for using Facebook in your organization •  Tactics for reaching your goals
  • 3. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingPOLL •  POLL: Does your organization have a Facebook page? •  Yes No
  • 4. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingHow Pages Work Post from a Profile Pages vs Groups – Why Choose a Page •  Content from Page not Profile •  Post updates on users’ wall •  Organization to person interaction Post from Page •  Indexed by search engines •  Applications •  Analytics
  • 5. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingHow Pages Work Pages vs Groups – Why Choose a Page •  Content from Page not Profile •  Organization to person interaction •  Add Apps and Applications •  Post updates on users’ wall •  Indexed by search engines •  Applications •  Analytics
  • 6. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingHow Groups Work Pages vs Groups – Why Choose a Group •  Content from a Profile •  Can be private and secret •  Can set up an event •  Can share documents
  • 7. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingConverting Profile > Page NEW! You can change your profile or group into a page. https://www.facebook.com/ help?page=213602951 994043 This does not work for Groups
  • 8. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Facebook Constantly Evolves •  Timeline •  Apps •  Message •  Scheduling •  Analytics
  • 9. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts
  • 10. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts
  • 11. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts Old: iFrame Page
  • 12. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts Old: iFrame Page viewed in Timeline Since launching their open graph integration less than a month ago, the number of Facebook users visiting Pinterest every day has increased by more than 60%. Source: Facebook Developers Blog 2/12
  • 13. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts New width = 810 px
  • 14. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts “Fan-Gating” or “Like-Gating” now only works through App pages"
  • 15. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts
  • 16. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts
  • 17. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Timeline •  Cover •  Apps •  History •  Pinning Posts
  • 18. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Page Messaging
  • 19. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Page Messaging
  • 20. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Scheduling Posts •  Write posts to appear in the future •  Can’t see or manage future posts
  • 21. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New PEOPLE REACHED Analytics LIKES, COMMENTS, SHARES Simpler ways to POSTS track impact
  • 22. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s New Analytics Simpler ways to track impact
  • 23. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingStrategies What is your Goal? •  Conversation •  Customer Service •  Promotion •  Website Visits •  Research •  Fundraising
  • 24. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingPOLL (create a Poll of this slide) What is your Goal? (let people choose more than 1) •  Conversation •  Customer Service •  Promotion •  Website Visits •  Research •  Fundraising
  • 25. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTactics How Will You Get There?
  • 26. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsCustom PageProgramming“Apps”•  Builds brand•  Adds website- like functionality•  Most functionality handled though Apps
  • 27. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsCustom PageProgramming“Apps”•  Build Interest•  Promote Sharing
  • 28. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsCustom PageProgramming“Apps”•  Pledge•  Petition•  Gather Support
  • 29. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsCustom PageProgramming“Apps”•  Contests should be run from an App tab or using a 3rd party software•  Running contests on your News Feed is against FB policies
  • 30. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsCustom PageProgramming“Apps”•  Get email subscribers
  • 31. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsCustom PageProgramming“Apps”•  Do it yourself tool•  Free for pages up to 2000 fans
  • 32. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsNot to be confusedwith “Applications”•  YouTube•  Twitter•  Post documents with Scribd
  • 33. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsNot to be confusedwith “Applications”•  YouTube•  Twitter•  Post documents with Scribd•  And more… http://www.involver.com/ applications/
  • 34. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsNot to be confusedwith “Applications”•  YouTube•  Post documents with Scribd
  • 35. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsMake the most ofPhotos•  New Timeline features allow for bigger images and album display•  Ad captions to every image•  Re-share photos individually when appropriate
  • 36. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsMake the most ofPhotos•  Add visual captions with Photoshop or FotoFlexer
  • 37. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsMake the most ofPhotos•  Not every photo has to be a “picture”•  Try Infogr.am for infographics•  Post publications, marketing and invitations
  • 38. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingPoll Has Facebook been helpful to you in Fundraising? Yes No
  • 39. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsFundraising•  Causes Application•  App Page•  User Sharing•  Soft Sell
  • 40. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsFundraising•  Causes Application•  App Page•  User Sharing•  Soft Sell
  • 41. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTacticsFundraising•  Causes Application•  App Page•  User Sharing•  Soft Sell
  • 42. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTactics Get offsite Integration with Social Plugins •  Let visitors to your website and/ or blog connect and interact with Facebook https:// developers.facebook.com/ docs/plugins/
  • 43. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingTactics Get offsite Integration with Social Plugins •  Let visitors to your website and/ or blog connect and interact with Facebook
  • 44. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingBuzz Sponsored Posts Live •  Pay for placement at the top of Fans’ News Feeds •  Promote posts within 3 days •  Posts will be labeled as "Sponsored” •  400 Likes needed to qualify https://www.facebook.com/help/promote/
  • 45. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingWhat’s Next? Integrate Facebook into communication strategy •  Make sure you read the page rules — https://www.facebook.com/page_guidelines.php •  Identify its purpose in your program — Why do this with FB and not something else? •  Which FB tactics will help you reach your goals? •  Which of your current tactics can support your efforts? •  What time, personnel and budget need to be invested?
  • 46. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media MarketingThank You Beth S. Brodovsky, President Iris Creative | Communications Build Community 610-567-2799 Connect at: beth@iriscreative.com www.iriscreative.com www.linkedin.com/in/bethbrodovsky www.twitter.com/bethbrodovsky www.facebook.com/iriscreative