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  • A closer look into developing a fan page, and making our dummies into smarties!
  • Transcript

    • 1. Jumping In With Both Thumbs Upmcdougall & duval advertising | Reading Co-operativeBank
    • 2. Director of Social Media McDougall & Duval Advertising Carie Schelfhaudtcschelfhaudt@mcdougallduval.com mcdougall & duval advertising | Reading Co-operative Bank
    • 3. Salem State University Student Allison Read Communications Major mcdougall & duval advertising | Reading Co-operative Bank
    • 4. Marketing AssistantMcDougall & Duval Advertising Kayla Vigneault Amesbury, MA mcdougall & duval advertising | Reading Co-operative Bank
    • 5. Phase 1:• Establish a Social Media Policy – to monitor interactions in online communities• Monitor Facebook Insights – to view the impact of your marketing programs in online communities• Initiate Like Us Campaign – to increase fan base and generate leads• Engage Fans with Contests – to increase engagement in online communities• Increase Fans with Custom QR Codes – to continue the conversation onlinePhase 2:• Breakout Sessions Two Phases to Generate a Fan Page mcdougall & duval advertising | Reading Co-operative Bank
    • 6. Social Media Revolutionmcdougall & duval advertising | Reading Co-operativeBank
    • 7. Why use social media? Social Media Revolution mcdougall & duval advertising | Reading Co-operative Bank
    • 8. • A simple truth: Campaigning used to be about delivering messages• Now, it‟s about creating personal relationships with brands• To today‟s consumer, conversations are far more important than direct messages alone• In order to have these conversations, brand owners need to identify who in the target audience are the greatest influencers who generate the most online buzz• 57% of people talk to other people more online than in real life• Of the market of 55+ users, 32% interact through social media• In the world of search engine optimization (SEO), likes are considered the new links• Facebook is viewed once out of every five webpage views Social Media Revolution mcdougall & duval advertising | Reading Co-operative Bank
    • 9. Establish a Social Media Policymcdougall & duval advertising | Reading Co-operativeBank
    • 10. Identify staff roles and responsibilities• Create approved content libraries for consistent messaging• Identify staff members and/or agency that will monitor and track feedbackPlan for monitoring what your audience is saying• More and more (and rightly so), organizations are tapping into social media as a customer servicetool• Establish a plan for managing the feedback, input and thoughts received online• Record results of polls and informal surveys Establish a Social Media Policy mcdougall & duval advertising | Reading Co-operative Bank
    • 11. Define how your reputation will be managed• Construct a customized plan-of-action to maintain your favorable online presence• Know when to take issues offline for comments related to products, service offerings, events orinappropriate language• Quickly assess your audience-generated content to address any brand challenges or derogatorymessagesConsider a centralized management platform that:• Is a web-based social media management platform• Can archive posts, likes, comments, tweets and re-tweets• Can pre-schedule status updates Establish a Social Media Policy mcdougall & duval advertising | Reading Co-operative Bank
    • 12. • Your Settings• Manage Permissions• Basic Information• Profile Picture• Featured• Resources• Manage Admins Controlling Your Fan Page Settings mcdougall & duval advertising | Reading Co-operative Bank
    • 13. In order to provide value to your fans, only 20 percent of thecontent you post should be directly related to your company or services. The remaining 80 percent of your content should be Sharing Good Content about the industry in general, such as industry facts, relatedarticles, statistics and newsworthy events/discussions. Plan to mcdougall & duval advertising | Reading Co-operative post 3 to 5 times a week. Bank
    • 14. Content Question & Answermcdougall & duval advertising | Reading Co-operativeBank
    • 15. Monitor Facebook Insightsmcdougall & duval advertising | Reading Co-operativeBank
    • 16. The Insights Tab allows you to see what kind of attention yourpage is getting. You are able to see which posts had the most Insights Page views and if anyone shared your links. mcdougall & duval advertising | Reading Co-operative Bank
    • 17. Another portion of the Insights is to see who “likes” yourbusiness. This feature breaks down fans by gender, age, state, or country. By viewing this breakdown you can see who is Who Likes Usinteracting with your brand, and what age and/or gender you may want to target your future posts to. mcdougall & duval advertising | Reading Co-operative Bank
    • 18. Who Likes Usmcdougall & duval advertising | Reading Co-operativeBank
    • 19. Insights Question & Answermcdougall & duval advertising | Reading Co-operativeBank
    • 20. Initiate Like Us Campaignmcdougall & duval advertising | Reading Co-operativeBank
    • 21. Add Facebook chicklet to print materials to increase exposure• Download logos from Facebook‟s Brand Permissions Center at: www.facebook.com/brandpermissions/logos.phpInvite friends to become a fan of your page• In the admin panel, go to Build Audience• Use the dropdown menu to invite email contacts and friends to “like” your page• Share your page on your personal profile or on a friend‟s profile Download Facebook Chicklet for Print Materials mcdougall & duval advertising | Reading Co-operative Bank
    • 22. Creating a cohesive like campaign will help you to further reach Case Studypotential new leads and generate more awareness of your brand. mcdougall & duval advertising | Reading Co-operative Bank
    • 23. Facebook ad campaigns remain the #1 traffic builder to a fan page. When selecting the messaging for a Facebook ad, be sure to consider the fact that money talks. People want something in Facebook Ads exchange for these valued likes. It can come in the form of acoupon, donation, event invite, etc. Incentive campaigns tend to get mcdougall & duval advertising | Reading Co-operative the most traction. Bank
    • 24. To create a Facebook ad, sign into Facebook and visit www.facebook.com/advertising. Click “Create an Ad” in the upper right hand corner. Start by selecting the type of Facebook advertisement and specifying the basics of the ad, such as the Facebook AdsFacebook destination tab, body copy and an image to display next to your body copy. mcdougall & duval advertising | Reading Co-operative Bank
    • 25. Next, use your new business goals for the upcoming year to determine the demographic that you would like to target for your Facebook ads. Fans can be targeted by location, age and Facebook Adsrelationship status, as well as categorical or precise interest groups. mcdougall & duval advertising | Reading Co-operative Bank
    • 26. Facebook ads can be purchased at a cost per click or cost per impression and can be set to a daily budget. For instance, if you Facebook Adswanted to spend $25 a day on Facebook ads, you can set your daily budget to never exceed that amount. mcdougall & duval advertising | Reading Co-operative Bank
    • 27. Fangates require Facebook users to “like” your page before theycan see the content behind the fangate. Facebook users that are not fans of your page will not be able to see content behind the fangate. This promotes the idea of exclusivity and can help to Fangating increase your Facebook fan count. Above is an example of a fangate in the original Page format (left) and one in the new mcdougall & duval advertising | Reading Co-operative Timeline for Pages format (right). Bank
    • 28. After setting up your Facebook ads, it‟s highly recommended to keep a constant eye on the effectiveness of your ad campaign. Regularly review your reach by using the built-in tracking tools. To seedefinitions of the different terminology used, hover over the question Facebook Ads mark located next to each term. It‟s important to also monitor your CPC (cost per click) to make sure your bid is high enough for your mcdougall & duval advertising | Reading Co-operative ad to be seen. Bank
    • 29. Advertising Question & Answermcdougall & duval advertising | Reading Co-operativeBank
    • 30. Engage Fansmcdougall & duval advertising | Reading Co-operativeBank
    • 31. Contests, sweepstakes and surveys are a great way to increaseengagement on your Facebook page and keep fans coming back Contests to your page. Contest entries can be text, photos or videos and can be set up for public or private voting. mcdougall & duval advertising | Reading Co-operative Bank
    • 32. The simple act of liking a Facebook page or commenting on a wall cannot automatically enter fans into a contest or drawing. These actions are against the Facebook rule that states, “You Breaking Contest Rulesmust not use Facebook features or functionality as a promotion‟s registration or entry mechanism.” Contest must be administered mcdougall & duval advertising | Reading Co-operative through a third-party application. Bank
    • 33. QR (Quick Response) codes are becoming increasingly popular and more recognizable by the average consumer. These two- Ongoing: Increase Fans with QR Codes dimensional barcodes activate or link to digital content on the web when scanned with a smartphone device. mcdougall & duval advertising | Reading Co-operative Bank
    • 34. Breakout Sessionmcdougall & duval advertising | Reading Co-operativeBank
    • 35. Converting to Timeline for Pagesmcdougall & duval advertising | Reading Co-operativeBank
    • 36. Personal Page• Private Page (must accept or deny friend requests)• Limit of 5,000 potential “friends”• Distribute information about family, friends, personal life• View upcoming events and birthdays• Message/chat with friends Personal Page mcdougall & duval advertising | Reading Co-operative Bank
    • 37. The look of personal pages is transitioning from their original Personal Pages format (shown on the left) to Timeline (shown on the right). mcdougall & duval advertising | Reading Co-operative Bank
    • 38. Fan Page• Public Page (users can “like” you without your confirmation)• Public to 800 million+ users of Facebook• Can create unique URL (www.facebook.com/CompanyXYZ)• Content must represent brand image• With the introduction of Timeline for Pages, businesses can now create a company history and directmessage their fans Fan Page mcdougall & duval advertising | Reading Co-operative Bank
    • 39. Fan pages will all switch from the original format (left) to Timeline for Pages (right) on March 30, 2012. All new pages will now Fan Pages automatically be created in the new Timeline format. mcdougall & duval advertising | Reading Co-operative Bank
    • 40. Profile Picture• Typically a place for your logo or icon• Size: 180px x 180pxCover Photo• A unique image that represents your Timeline. This might be a photo of a nice listing or a picture ofyour staff• While there are restrictions on what this photo can display (no promotional material is allowed), thisgives you a huge opportunity to customize the overall aesthetic look of your Timeline.• Size: 851px wide by 315px high Converting to Timeline for Pages mcdougall & duval advertising | Reading Co-operative Bank
    • 41. Changes to Apps• Tabs are still available and are visible across the top of the Timeline• Each app can feature a thumbnail image (dimensions are 111 x 74px)• Tabs built at the previous width of 520px can now be expanded up to 810px, providing brands morereal estate to build interactive pages• Default landing tabs are no longer available• Fangating is still an option, although can only be accessed by clicking into the tab from the Timeline. Converting to Timeline for Pages mcdougall & duval advertising | Reading Co-operative Bank
    • 42. Pinned Posts• You now have the option to „pin‟ a post to the top of your Timeline for up to a week. This a great wayto highlight posts to drive traffic to apps or highlight your most relevant content to usersEmphasis on Photos• Overall, pictures are bigger on Timeline posts. Further options allow brands to opt for posts (and theirrelated pictures) to extend across the width of the Timeline by starring themMilestones• Can be added to the Timeline to feature important dates throughout a company‟s history• This feature, probably more than any other, illustrates the storytelling nature of the TimelineexperienceMessages• Fans can now send private messages to Pages accessible in the Admin Panel Converting to Timeline for Pages mcdougall & duval advertising | Reading Co-operative Bank
    • 43. All of your Page settings are managed from the Admin Panel. Byselecting the “Manage” button, you can edit your Page‟s settings and Admin Panel – Manage manage the overall friend activity on your page. mcdougall & duval advertising | Reading Co-operative Bank
    • 44. • Your Settings• Manage Permissions• Basic Information• Profile Picture• Featured• Resources• Manage Admins Controlling Your Fan Page Settings mcdougall & duval advertising | Reading Co-operative Bank
    • 45. In order to attract more fans to your page, use the Build Audience Admin Panel – Build Audience menu to invite your friends and contacts and to share your page. mcdougall & duval advertising | Reading Co-operative Bank
    • 46. • When a Facebook user “likes” your fan page, all of the user‟s friends will see that they have “liked” your page• Sharing your page will increase your social reach• New Facebook fans will also have the option to write a recommendation for your page• Invite your friends to “like” your fan page by using the built-in share tool Sharing Your Fan Page mcdougall & duval advertising | Reading Co-operative Bank
    • 47. Use the Help menu to visit the help center, take a tour of your page, review the pages product guide, or to watch a video on learning Admin Panel – Help about Facebook for Pages. mcdougall & duval advertising | Reading Co-operative Bank
    • 48. Introduction to RSSmcdougall & duval advertising | Reading Co-operativeBank
    • 49. RSS in Plain Englishmcdougall & duval advertising | Reading Co-operativeBank
    • 50. Design & Link Social Networksmcdougall & duval advertising | Reading Co-operativeBank
    • 51. Bring your brand to life by designing custom profiles andbackdrops on each of your social networking sites. In the images Design Custom Profiles above, you‟ll see the consistent design used across YouTube, Twitter and Facebook developed to increase brand recognition. mcdougall & duval advertising | Reading Co-operative Bank
    • 52. Link your Facebook page with your Twitter profile in order to post updates simultaneously in both locations. Find the app by typing Link Facebook with Twitter “Twitter” into the Facebook search bar and selecting the app in the image highlighted above. mcdougall & duval advertising | Reading Co-operative Bank
    • 53. Selecting the appropriate Twitter app will bring you to the pagedisplayed in the image above. Click “Go to your Twitter Profile Link Facebook with Twitter Settings to start.” Clicking this link will open Twitter on a new browser window. mcdougall & duval advertising | Reading Co-operative Bank
    • 54. When you get to your Twitter profile, scroll down and click, “Postyour Tweets to Facebook.” You will then be able to connect your Twitter feed with either your personal page or your fan page. Link Facebook with TwitterCheck the appropriate box and select your page. Once you click, “Save Changes,” your tweets will automatically generate the mcdougall & duval advertising | Reading Co-operative same post to your Facebook wall. Bank
    • 55. Use your Facebook page as a channel for advertising yourpresence on YouTube and make your videos available for your fans to view and subscribe to directly from Facebook. To add Link Facebook with YouTubeYouTube for Pages, start typing the application name into your Facebook search bar. mcdougall & duval advertising | Reading Co-operative Bank
    • 56. Selecting the “YouTube for Pages” app (run by Involver) will take you to the page shown in the image above. Click, “Click here to Link Facebook with YouTube Install,” to install the app on your page. mcdougall & duval advertising | Reading Co-operative Bank
    • 57. After allowing the app to access your information, use thedropdown menu to select the Facebook fan page you wish to add Link Facebook with YouTube the “YouTube for Pages” app to. mcdougall & duval advertising | Reading Co-operative Bank
    • 58. This will take you to your settings area which will allow you to specify the YouTube information that you would like available to your Facebook fans. You can also choose to allow YouTube to Link Facebook with YouTubepost content to your Facebook wall (similar to the Twitter app we just installed). Click “Save Changes.” mcdougall & duval advertising | Reading Co-operative Bank
    • 59. When you return to your Facebook page, you should see the Link Facebook with YouTube“YouTube for Pages” app installed on a new “YouTube” tab. mcdougall & duval advertising | Reading Co-operative Bank
    • 60. Design Custom Facebook Tabsmcdougall & duval advertising | Reading Co-operativeBank
    • 61. Involver.commcdougall & duval advertising | Reading Co-operativeBank
    • 62. Wildfireapp.commcdougall & duval advertising | Reading Co-operativeBank
    • 63. Using web apps, McDougall & Duval Advertising can work with you to create custom Facebook tabs to display your products, McDougall & Duval Advertising services and staff to personalize your Facebook presence. mcdougall & duval advertising | Reading Co-operative Bank
    • 64. Thank You!mcdougall & duval advertising | Reading Co-operativeBank

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