Facebook for the Floundering by sacramento social media club

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Co-presentation in workshop format for the Sacramento Social media Club on Facebook for business.

Co-presentation in workshop format for the Sacramento Social media Club on Facebook for business.

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  • This slide should be used for introducing ourselves to the audience, welcoming everyone, introducing the rest of the team and sponsorsTeamJeff MarminsJulie BergeScott EggertAshlee GaddColleen BechlerMona RomeroSuzanne HopkinsBrook BurgessJane GassnerAdam SaakeAllison FullerLesley MillerLaura GoodBrandon SchreiberSponsorsSacramento PressChipotle
  • The most popular social networking site that exists, Facebook used to be just for college students but since it’s start in 2004 has expanded to include all ages.Facebook just surpassed 500 million users as of last week (July 18) / 57% of online US audience uses Facebook (according to CheckFacebook.com)People in every continent—even Antarctica. Facebook is used in more than 35 different languages and 170 countries and territories. Source: Mark Zuckerberg, Jan 7, 2009US Facebook users spend an average of 6 hrs a month per user on the site (Nielsen, Jan 2010)Facebook’s largest user numbers are women, ages 18-25, followed by women ages 26-34, followed by women ages 35-44. In every single age category, women outnumber men. That’s a good thing when you look at last year’s Pew Research study that says women are the key household decision-makers.The true test of Facebook’s growth? Years to reach 50 million users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.
  • This slide should be used for introducing ourselves to the audience, welcoming everyone, introducing the rest of the team and sponsorsTeamJeff MarminsJulie BergeScott EggertAshlee GaddColleen BechlerMona RomeroSuzanne HopkinsBrook BurgessJane GassnerAdam SaakeAllison FullerLesley MillerLaura GoodBrandon SchreiberSponsorsSacramento PressChipotle
  • The most popular social networking site that exists, Facebook used to be just for college students but since it’s start in 2004 has expanded to include all ages.Facebook just surpassed 500 million users as of last week (July 18) / 57% of online US audience uses Facebook (according to CheckFacebook.com)People in every continent—even Antarctica. Facebook is used in more than 35 different languages and 170 countries and territories. Source: Mark Zuckerberg, Jan 7, 2009US Facebook users spend an average of 6 hrs a month per user on the site (Nielsen, Jan 2010)Facebook’s largest user numbers are women, ages 18-25, followed by women ages 26-34, followed by women ages 35-44. In every single age category, women outnumber men. That’s a good thing when you look at last year’s Pew Research study that says women are the key household decision-makers.The true test of Facebook’s growth? Years to reach 50 million users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.
  • WHY IS FACEBOOK IMPORTANT?So many functions- from social networking to photo sharing, marketplace to IM to advertising opportunities (not just under communication)Access to power- normal people like you and I can make a huge difference for an organizations (this can be a good and bad thing: talk about my role at Westmont as segway to next point)We’ll talk about Facebook Connect later- but a short defintion: a set of APIs (application programming interface) from Facebook that enable Facebook members to log onto third-party websites, applications, mobile devices and gaming systems with their Facebook identity. While logged in, users can connect with friends via these mediums and post information and updates to their Facebook profile.
  • Discuss how 3fold uses our fan pageDiscuss how other businesses use there fan page- give a few examples of companies in town Brand awareness: Everyone Increased presence at events: Saramento365 / Downtown Partnership Donations/sales: B Street Theatre; Icing on the Cupcake Top of mind awareness: Citizen Hotel / parent company New demographic: Customer service: (More commonly done on Twitter, but possible on FB too).Discuss measurement tools for Facebook Insights- powerful tool allowing you to measure everything from number of fans to how much they interact on your site, their ages, their locations, popular posts, and more.
  • What other people see about youAds on right – customized to whomever is viewingStatus update – shows on your profile & in home “feeds”You can customize who can see what on your profile by using the security featuresNo one, all, friends of friends, friends only or more selectiveCan specify individuals or “lists” for inclusion/exclusionWall -- whose posts show? (settings)Walk through “edit my profile settings”Key points: can choose to display or not some fields. if left blank, will not displayNote: Privacy Settings control most of the information that will show on your profileCustom URL – how to set up: http://www.facebook.com/username/
  • This is your Facebook “dashboard” -- unique to every individualCan update status (will show on your profile) Can see what your friends have been up to in newsfeedNewsfeed has two modes: Top News: What Facebook wants to highlightRecent: Reverse chronological orderQuick demo of filtering news feed using friends listNavigationLeft side, upper left icons, account drop downWhat does not show up on the news feed? Activity from groups you belong to. You will only see it if you are a friend of whomever posted to the group. Segway to pages…This is one reason why Page is better than Group for businesses and organizations
  • Pages:Navigate a bit first, then get into creating a pageUse SMCSAC page to demo some settingsCan use a large image on left hand side. Show http://www.facebook.com/goodlaura#!/theglades as exampleShow that tab order can be changed.Default view -- all or only posts by pagePermissions on fans postingSending updatesSetting up adminsCreate a page:Name your page. Critical because you cannot change the name of your page EVER.Creating custom URL Need 25 fans before you can create. http://www.facebook.com/username/ Note: You will not be able to edit or transfer this username once you set it.Walk through basic set up.Type of page determines what will come up w/yr tabs, information fields, etc.Cannot change name!You will be able to edit your page prior to publishing.You may want to invite 25 select friends to “like” your page before going public with it. That way you will have a custom URL when you begin to promote. Some Ways to promote your page:Share it on your profile and ask everyone in yr org to do the sameYou can suggest to friends but I am not a fan of suggesting to everyone you are friends w/unless your org would be of interest to them.“@” a reference to it in posts you make on other Pages (don’t do as spammy—only if relevant)Tweet your friends about itAdd a widget to your webpageInclude a link in your newsletterShare it on your LinkedIn ProfileAdvertise it on Facebook Content TipsKeep your page Fresh – post at least one update a day M-FUpdate your fans when you have something to share. 1-2 times a week is probably often enough.Photos are good, especially if you have events.Events can be tied to your Page.RSS feed can be tied to your Notes page.In my experience, Notes and Discussion tab are not frequently visited by Likers. LinkedIn is a better place for discussions. Additional Help:Facebook has lots of help available. Use it.If you use search engine to find tutorials, etc, use a time filter like “this month” since features change frequently of FaceBook. If you look at something created a year ago, it may not still be relevantIf you are a twitter person, ask your network. Ditto, you could post on question on your profile & friends will help.
  • Free Shortcuts Laura uses (Can show on screen):Twitterfeed to post RSS from SARTA website to FaceBook statusFacebook updates to feed automatically to twitter: http://www.facebook.com/twitter/Twitter Feed tab on Facebook page: Involver app Twitter for pages http://www.involver.com/YouTube tab on Facebook page: Involver app YouTube for pages http://www.involver.com/Mailchimp mailing list sign up tab (Constant Contact has this feature too—maybe other email mkt programs as well)
  • Jeff to provide info on:Open GraphAdvertisingFBML
  • Integration across platforms – what does this mean?Don’t lose sight of serving your audience with value and being responsive – this will happen fasterPepsi RefreshCustomer Relationship Management and the business sales process now include social media properties.Where in a relationship do you connect personally?Marketing is only a piece of the puzzle and it’s a pro-active, engaged one.Know your businessWOM on steroids – plan your responses to the positive AND negative feedback
  • Facebook has significant overlap with the traditional “sales funnel.” It is used in different ways depending on what your relationship development goal is. Advertising on Facebook, Spreading the word about events and Search Engine Marketing yield match with above and top of funnel phases. Lead generation is still a target marketing exercise. Further down the funnel, Facebook can be used as another touch-point, making your business more personal. Be careful with your news feed though – don’t overwhelm someone you’re just getting to know better with constant updates to your business page.
  • Many of these concepts are powerful, broad and deep. Some resources for beginning to explore their uses can be found on the following page. Be sure to ask, “Are my brand and reputation worth sharing? Valuable? Easy to share?”
  • Facebook has developed plugins that websites and apps can implement to make it easy for users to see information from or about their Facebook friends, share things with their friends without leaving a site or going through a time-consuming login process.One example is the new “Like” button on each website, which we’ve heard about before. You can Like an article on CNN.com to share it with your Facebook friends. The button will also show you which of your friends, if any, have already Liked it. (Mashable)
  • Jesse Stay on FB, resources, Trust = current currency online.

Transcript

  • 1. Facebook for the Floundering
    A workshop presented by Social Media Club, Sacramento
  • 2. Contributors
    Lesley Miller, Associate Director – Programming for SMCSac and Director of Public Relations, 3Fold Communications.
    Laura Good, Membership Director for SMCSac and Director of Programs and Operations at SARTA.
    Jeff Marmins, Executive Director for SMCSac , Co-founder and CEO,C7Group.
    This work is licensed under the Creative Commons Attribution-NoDerivs 3.0 UnportedLicense. To view a copy of this license, visit http://creativecommons.org/licenses/by-nd/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
    socialmediaclub.org
  • 3. This work is licensed under the Creative Commons Attribution-NoDerivs 3.0 UnportedLicense. To view a copy of this license, visit http://creativecommons.org/licenses/by-nd/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
  • 4. An Introduction
  • 5. Facebook is for everyone.
    socialmediaclub.org
  • 6. Why is Facebook Important?
    • Growth hasn’t slowed
    • 7. Your consumers are there
    • 8. A place for everyone - from individuals, to companies to nonprofits
    • 9. So many functions
    • 10. Access to power
    • 11. Facebook is now connected to more than 15,000 websites including Yelp, CNN, and YouTube.
    • 12. Easy to use
    socialmediaclub.org
  • 13. Why goals matter.
    • You can’t measure success if you don’t know what you’re chasing.
    • 14. Brand awareness?
    • 15. Increased presence at events?
    • 16. Donations/Sales?
    • 17. Top of mind awareness?
    • 18. Reaching a new demographic?
    • 19. Customer service?
    socialmediaclub.org
  • 20. Profile? Page? Group? I’m lost!
    • Profiles are for individuals. ONLY. Trust us.
    • 21. Pages are for brands/businesses/nonprofits
    • 22. You should have an individual profile to administer a page.
    • 23. Groups are used for connecting people, discussion, solidarity.
    • 24. Causes are an application for nonprofits/fundraising.
    socialmediaclub.org
  • 25. Personal Profile Overview
  • 26. Profile Page Navigation & Tips
    • Profiles Page is what others see.
    • 27. Customize who sees what on your Profile by using Facebook Privacy features.
    • 28. Use Friends Lists in conjunction with Privacy Features for better control.
    • 29. Set up a custom URL for your profile page http://www.facebook.com/username/
    • 30. Choose your URL wisely – you will never be able to change it.
    socialmediaclub.org
  • 31. Home Overview
  • 32. Home: Your Facebook Dashboard
    • Home view is custom to every individual.
    • 33. News Feed is the activity of all your friends and Pages you’ve Liked.
    • 34. News Feed has two modes:
    • 35. Top News: What Facebook wants to highlight (Default view)
    • 36. Recent: Reverse chronological order
    • 37. Filter News Feed using your Friends Lists
    • 38. Group activity is not in News Feed.
    socialmediaclub.org
  • 39. Page Overview
  • 40. Tips on Creating a Business Page
    • Choose your Page name with great care – it cannot be changed later.
    • 41. Choose the right Category for your organization – this impacts the featured information on your Page AND can never be changed.
    • 42. Create a custom URL for your Page (need 25 fans before you can do this) http://www.facebook.com/username/
    • 43. Custom URL can never be changed – choose wisely
    socialmediaclub.org
  • 44. Tips on Promoting Your Page
    • Share it on your profile and ask everyone in your organization to do the same
    • 45. Suggest it to your Facebook friends
    • 46. “@” a reference to your Page in posts you make on other Pages or your own Profile
    • 47. Tweet about it
    • 48. Add a widget to your webpage
    • 49. Include a link in your newsletter
    • 50. Share it on your LinkedIn Profile
    • 51. Advertise it on Facebook
    socialmediaclub.org
  • 52. Tips on Page Content
    • Keep your page Fresh – post at least one item to the Wall a day M-F
    • 53. Update (a messaging feature) your fans when you have something to share. 1-2 times a week is probably often enough.
    • 54. Photos are great, especially if you have events. Tagging makes them even better.
    • 55. Events can be tied to your Page.
    • 56. RSS feed can be tied to your Notes page (Facebook feature).
    socialmediaclub.org
  • 57. Need More Help?
    • "Like" Facebook Page on Facebook Pages http://www.facebook.com/FacebookPages
    • 58. Facebook has an excellent Help section. Use it.
    • 59. Search for Blog Posts & Tutorials posted on the web (make sure recent as Facebook features change frequently)
    • 60. Use your Status Update to ask a question & your friends mayl help.
    • 61. Crowd Source Twitter for answers.
    socialmediaclub.org
  • 62. Shortcuts
  • 63. Easy Shortcuts to Enhance Content
    • Post your Facebook Page updates to twitter: http://www.facebook.com/twitter/
    • 64. Post your Blog or other RSS feed to the Notes tab on your Page http://www.facebook.com/help/?page=818#!/help/?faq=12431
    socialmediaclub.org
  • 65. Easy Shortcuts to Enhance Content
    Many third party apps to make things easier. Some examples:
    • Twitter Feed tab : Involver app Twitter for pages http://www.involver.com/
    • 66. YouTube tab : Involver app YouTube for pages http://www.involver.com/
    • 67. Use an application like Twitterfeed to post your web page RSS feed to your Page Wall. http://twitterfeed.com/
    socialmediaclub.org
  • 68. Advanced Concepts
  • 69. Where does Facebook Fit?
    • Integrated Strategy – where else are you?
    • 70. Sales and Business Development
    • 71. Customer Service
    • 72. Marketing
    • 73. Relationship Management
    socialmediaclub.org
  • 74. Facebook
    Advertising, Events, SEM,
    One-to-one, Reputation, Credibility, Engagement
    socialmediaclub.org
  • 75. Connecting Facebook
    • Syndicate your blog with RSS
    • 76. Facebook Open Graph / “Like” Button
    • 77. Make sharing easy
    • 78. Use Calls to action (FBML)
    • 79. Keep an eye on:
    • 80. Facebook's Credits
    • 81. The URL prediction
    socialmediaclub.org
  • 82. Open Graph / FBML
    “..My identity is not just defined by things on Facebook, it's defined by things all over the Web.” Mark Zuckerburg
    Resources
    • Static FBML
    • 83. http://developers.facebook.com/plugins
    • 84. Facebook Pages on FB
    socialmediaclub.org
  • 85. Community = Responsibility
    “When you have a small community there is a responsibility to trust one another, and it’s a much stronger bond than an anonymous internet.”
    Jesse Stay,
    CEO of SocialToo.com
    Co-Author, "I'm on Facebook -- Now What???"Author, "FBML Essentials" (O'Reilly)
    socialmediaclub.org
  • 86. Thank you
    The Sacramento Chapter of the Social Media Club is grateful for the support of our sponsors.
    The Sacramento Pressand Chipotle
    Please send any questions or comments to info@smcsac.org
    socialmediaclub.org