4 mastering social media facebook

ENERGISE2-0.COM Mastering Social Media Workshop 3Implementation and Performance Measurement (Facebook) Alan Stevenson Dr Jim Hamill Vincent Hamill www.energise2-0.com January, 2012

Focus Key issues in implementing your social media strategy– Channel Action Plans– Performance Measurement ENERGISE2-0.COM

Channel Action Plans• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc• But not ‘Paralysis by Analysis’• The Action Plan for each channel should include a clear statement of….. ENERGISE2-0.COM

Channel Action Plans• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s ENERGISE2-0.COM

Key Questions to AddressChannel Vision and Objectives• What is your overall vision for this channel?• What are the main objectives to be achieved? Are these closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document)• What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? ENERGISE2-0.COM

Key Questions to AddressChannel Actions• The Basics – for each channel, are you happy with - Page Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration• Key Success Factors – the ‘4Cs’ approach – Customers – Content – Conversations – Conversion ENERGISE2-0.COM

Key Questions to AddressTools and Applications• What tools and apps should I use for this channelOrganisation, People and Resource Aspects• Do we have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?Performance Measurement• How should we measure channel performance and business impact? ENERGISE2-0.COM

Agenda• Action Plans for Successful Channel Development – Twitter – Facebook – Linkedin (Guest Speaker – Paul Mcomish) – Blogging (briefly)• ‘Stop and Reflect’ Exercises/ Channel Templates• Same principles apply across all channels – ‘Be social before doing social’ ENERGISE2-0.COM

ENERGISE2-0.COM

Channel Development• Facebook – An Overview• Channel Set-Up and Terminology• Integration Options• The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions• Facebook Tools and Applications• Performance Measurement ENERGISE2-0.COM

Facebook Overview ENERGISE2-0.COM

Facebook – what is it? • Facebook www.facebook.com is a social network service and website launched in February 2004 • Facebook allows users to do the following: – create profiles with photos, lists of personal interests, contact information, and other personal information. – communicate with friends and other users through private or public messages and a chat feature. – Join, “like” or run common interest groups or pages (organized by business or brand) – advertise across the platformSource: Wikipedia and The Authors ENERGISE2-0.COM

Facebook Pages - Business Benefits1. Customer loyalty, repeat business, referral, ‘advocacy’2. Increased sales (sales / month) – F-Commerce3. Improved marketing effectiveness/efficiency4. Reputation/brand management5. Improved customer/market knowledge and insight6. Others? ENERGISE2-0.COM

Facebook• Whats changed (50 recent articles)• http://energise2-0.com/2011/09/27/new-facebook-changes- the-best-recent-articles/ ENERGISE2-0.COM

Stop & Reflect Facebook Exercise 1 Vision and Strategy What do you want to use it for? What business benefits do you hope to derive?How will Facebook help you achieve your core business objectives?What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? ENERGISE2-0.COM

Facebook ENERGISE2-0.COM

How big is it? ENERGISE2-0.COM

The most important stat is whetheryour most valuable current and potential ‘customers’ are hanging out on Facebook ENERGISE2-0.COM

A Typical Facebook Profile: Wall ENERGISE2-0.COM

Wall becomes Timeline…• https://www.facebook.com/about/timeline ENERGISE2-0.COM

Profile: News Feed ENERGISE2-0.COM

A Typical Facebook Page ENERGISE2-0.COM

Facebook Pages -Key Features • Individuals can ‘Like’ pages, this action appears on the News Feed of their friends. Individuals can post, like (a post), comment, and share. • FB Pages send status updates that appear in a likers’ homepage; FB Pages can post, like, comment and share*. • FB Pages access in-house analytics, Facebook Insights and can have multiple administrators • FB Pages are free and are unlimited in terms of likers. They can control the landing page a user first sees. • FB Pages have SEO benefits - featuring high in search results for your brand or product.Source: The Authors and Mokomarketing.com on Scrbd ENERGISE2-0.COM

Facebook Pages• Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels• It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships• Adopt a ‘customer led’ approach ENERGISE2-0.COM

Getting Started• Go to Facebook. Click on the “Create a Page"• Choose a category. Choose between: “local business or place”, “company, organisation or institution”, “brand or product”, “artist, band or public figure”, “entertainment”, “cause or community”. Choose a sub-category. And complete business details.• Link to a Facebook Account. Update your Page across: Category/ page name; Image; Photo Showcase; Default Filter; Admin View; Settings; Basic Information; and Permissions• Suggest your Page to others• See if your contacts are on Facebook. After you fill out basic info, youll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts ENERGISE2-0.COM

Features and Functions• Posts• Comments• Likes• FBML Pages and Landing Pages• Main Navigation• Suggest to a Friend• Adverts ENERGISE2-0.COM

Features and Functions Photo Logo Showcase Post or Status Update Comment MainNavigationand Likers ENERGISE2-0.COM

Category Facebook AdsCustom Pages ENERGISE2-0.COM

Features and Functions Sort by Top Posts Logo Link addedWall Likes Comments ENERGISE2-0.COM

Applications ENERGISE2-0.COM

Integration Options ENERGISE2-0.COM

• You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube ENERGISE2-0.COM

Facebook Likes ENERGISE2-0.COM

Facebook + Websites / Blogs• Like buttons (update Facebook profile when clicked)• Activity button (show what friends are doing on the site)• Add Comments (add comments to any web page)• Recommendations (suggestions for web pages)• Like box (view Facebook Page stream from website)• Website Login / Registration authentication through Facebook ENERGISE2-0.COM

Facebook and Twitter• Publish Tweets on Facebook• Publish Facebook Status Updates on Twitter ENERGISE2-0.COM

Stop & Reflect Facebook Exercise 2Make sure you understand the following terms: – Layout: Profile, Page, Wall, News Feed, Account Settings, Search – Design – profile images - can be customised – Like (Page) – Post – Like (Post) – Comment – Share – FBML / Integration – Applications ENERGISE2-0.COM

Key Success Factors The 4Cs of Building aSuccessful Facebook Channel ENERGISE2-0.COM

The 4Cs Framework• Customers – engage with the right ‘customers’ and build your community• Content – be ‘customer led’ and add value• Conversations – Facebook is not a broadcast channel. It is marketing as a ‘conversation’• Conversions – the ‘call-to-action’; core business objectives ENERGISE2-0.COM

Stop & Reflect Facebook Exercise 3 Facebook Exercise 3Who are your customers – who do you wish to engage with on Facebook? ENERGISE2-0.COM

Building Your Community• Use ‘Friend Finder’/ ‘People You May Know’ to send friend request to five people• Use the search facility to join/‘like’ three relevant groups/pages• Explore the potential Return on Investment from Facebook Advertising• Invite friends by email using ‘Invite Friends’• ‘Suggest to Friends’ ENERGISE2-0.COM

Building Your Community• Embed Facebook widget/link on your web site/blog• Invite your email/ezine subscribers• Add social media profiles to your email signature file• The potential for running an incentivised Facebook Advert• Add page link/badge to your profile page ENERGISE2-0.COM

Building Your Community• Actively participate in relevant groups/pages – tagging your post• Offline marketing of your Facebook Page• Think about the best way of creating a viral campaign• Once you reach 25 ‘likers’, register your own unique address – www.facebook.com/username ENERGISE2-0.COM

Content• Frequency – how often to post or update• Topic – 5 key topics focusing on key customer groups• Type (update, video, image) – mix it up, photos and videos can be more engaging• Own/Other Peoples Content (OPC) – look for other content to share• Tone/theme – friendly, informal, warm, welcoming, advisory, facilitative, authoritative• Sources of Inspiration – have some examples of your ideal page• Participation in other groups/ pages – comment and interact more widely ENERGISE2-0.COM

Conversations• Engage in other relevant FB pages/groups• Look for opportunities to stimulate a discussion and encourage user generated content on your own Page• Encourage shares, likes and comments• Create a Response Policy for FB (perhaps a wider initiative across all channels) ENERGISE2-0.COM

Engagement• For status updates, try ending with a question.• Add your own comments as needed to get the ball rolling.• Come back and reply often to your fans’ comments• Agree an appropriate Response Policy ENERGISE2-0.COM

Stop & Reflect Facebook Exercise 4 Evaluate your current Content/Conversation approach?Make recommendations for improvement ENERGISE2-0.COM

Conversion• Look for opportunities to make a sale, generate an enquiry, create a referral• Be subtle• Facebook is not a sales channel ENERGISE2-0.COM

Managing Facebook ENERGISE2-0.COM

Managing Facebook• Third-Party Software can make managing one or more Facebook Pages easy. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the same application on your desktop and your mobile phone – Hootsuite http://hootsuite.com – TweetDeck http://www.tweetdeck.com – MediaFeedia http://mediafeedia.com – HyperAlerts http://www.hyperalerts.no ENERGISE2-0.COM

Hootsuite ENERGISE2-0.COM

Hootsuite Hootsuite amongst the first to have a mobile client for Facebook Pages ENERGISE2-0.COM

Stop & Reflect Facebook Exercise 5Review and evaluate some of the Facebook Tools and Applications listed on our blog ENERGISE2-0.COM

PerformanceMeasurement ENERGISE2-0.COM

Performance Measurement• It is critical to measure the performance of your Facebook activities• This can be done in two ways – ‘lag’ and ‘lead’ measures• ‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc• ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives• These could include.... ENERGISE2-0.COM

Performance Measurement• Involvement – the number and quality of people involved in Facebook• Interaction – the number of comments and likes• Intimacy – the affection or aversion to Jacobite Cruises on Facebook• Influence – recommendation in terms of shares on Facebook• Insight – actionable insight on the Facebook Page• Impact – sales recorded on GA, enquiriesThere are a number of tools available for monitoring your Facebook performance, including: ENERGISE2-0.COM

Facebook Insights• New insights include a statistic called “Talking About this”• http://searchengineland.com/demystifying-facebooks-people- are-talking-about-this-metric-96104 ENERGISE2-0.COM

SocialBakers ENERGISE2-0.COM

Export.ly ENERGISE2-0.COM

Stop & Reflect Facebook Exercise 6Use one or more of the following tools to monitorthe performance of a Facebook Page of your ownchoice• Facebook Insights http://www.facebook.com• Social Baker http://www.socialbakers.com• Hootsuite http://hootsuite.com• Export.ly http://export.ly ENERGISE2-0.COM

Stop & Reflect Facebook Exercise 7 Organisation, People and Resource AspectsDo you have the right organisational ‘culture’ and ‘mindset’ forthis channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? ENERGISE2-0.COM

FacebookDo’s and Dont’s ENERGISE2-0.COM

Do’s and Don’t’s• Don’t Get Too Personal – On a Facebook Page you are representing a company or brand - keep the conversations warm but professional• Don’t Overpost – Always try to create valuable, engaging posts. Make music not noise• Don’t Under-Post – Your customers are there for an engaging experience, don’t neglect your Page or the needs of your network! ENERGISE2-0.COM

Do’s and Don’t’s• Do look for opportunities to engage – Always look for opportunities to widen out the conversation – be a good facilitator• Do - be attentive – Respond as quickly as possible – within hours not days.• Do let people know you exist – Don’t be afraid to promote your Page offline and online• Do engage on other Pages – Where your customers hang out ENERGISE2-0.COM

Thank YouQuestions ENERGISE2-0.COM

4 mastering social media facebook

by Hamill Associates Ltd

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