Facebook Bootcamp for PR

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Best-practices webinar for PR and marketing professionals is part of Bulldog Reporter’s PR University series. Included how-to on developing a Facebook strategy, engaging customers, and defining your ROI and measurements.

Covers: brandpages, applications, events, Facebook connect, gifts, outreach, and recommended reading.

Produced by:
John Bell, Managing Director and ECD, Ogilvy PR
Nicole Landguth, Digital Strategist, Ogilvy PR

Published in: Business, Technology
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Facebook Bootcamp for PR

  1. 360° Digital Influence Facebook Bootcamp for PR: How to Use Social Networks in Communications to Build Brand and Buzz for Less April 2009
  2. Agenda 01 The Facebook Landscape + 5 Reasons to be There 02 Building Your Strategy 03 Engaging Your Community 04 Action! 05 Adding Scale & Impact 06 Measuring Success 07 5 Facebook Trends to Watch 08 What NOT to Do 09 How-to Resources 10 Additional Reading
  3. The Facebook Landscape + 5 Reasons to be There
  4. What is Facebook? From Facebook’s “About” Page: “Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.”
  5. “Most brands tend to want their presence to be all about them - as if Facebook were no different from a billboard or television ad. Smart brands overcome this temptation- providing them something useful that can tie into how they use Facebook to share with friends.” -Kevin Barenblat, Context Optional
  6. How are People Using Facebook? •  200 million active users worldwide •  30% of users are from the US •  2nd most visited web site in the world •  850 million photos, 7 million videos, and 28 million pieces of content are uploaded each month •  More than 95% of Facebook members have used at least one application built on Facebook Platform •  More than 4 million users become fans of Pages each day
  7. 5 Reasons for Your Brand to be on Facebook 1.  Grow a brand community of loyalists and advocates 2.  Extend your brand into the social life of your customers 3.  Extend the relevant reach of your communications 4.  Build reputation and trust via conversations 5.  Build brand preference, loyalty and action through relevant engagement
  8. Building Your Strategy
  9. 4 Elements of a Successful Facebook Strategy ENGAGEMENT DRIVING ACTION SCALE & IMPACT MEASURING ROI •  Find and engage •  Provide applications •  Leverage offline •  Reach existing fans that enlist events - Fans ambassadors •  Define and engage •  Advertise through - Mentions target communities •  Provide applications existing media •  Engagement that drive purchases •  Host discussions and •  Incorporate or donations - Discussions, content, provide useful targeted advertising reviews, and posts resources •  Provide coupons to •  Add your social Web track purchases •  Action •  Invite fans to upload links to your brand content •  Hosts contests with Web site - Contest entries opt-ins for further •  Provide branded •  Use Facebook - Coupons redeemed contact digital goods advertising to - Purchases driven •  Post to drive links to promote your alternative sites application(s) - Web traffic driven -Application users    
  10. Developing a Strategy 5 ways to a rapid-start strategy in Facebook: 1.  Find existing conversations, fans, groups, and events around your brand. 2.  Search related fan pages, groups, and events for positive mentions of your brand or your competitors. 3.  Find out what your competitors are doing on Facebook. 4.  Test some of the most popular brand pages and applications on your profile and add some of your own interest. 5.  Look into real conversations to define key words relevant to your brand, product category, and target audience.
  11. Your Facebook Strategy Checklist Complete this checklist of questions to build a successful Facebook strategy for your brand before you jump in.   What is the engagement value: what can you offer people that they will find valuable?   Are you ready to respond to your customers and encourage them to talk about your brand?   Are you ready to make a commitment beyond a campaign?   How will your other marcom strategies integrate with Facebook?   What assets - tools and content – can you leverage?   Do you have your company behind you and resources available?   How will you measure success?
  12. Facebook Strategy: Tool Box Facebook offers an ever-expanding array of tools for brands to connect with fans • Brand pages 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. • Applications 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. • Events A Facebook event page allows you to organize Facebook users to meet up offline or virtually around your brand’s celebrations or special promotions. This a great way to mobilize fans to action and integrate your traditional events or campaigns into your Facebook presence. • Connect/Share 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. • Advertising Facebook offers banner advertising which can target age, gender, location, relationship status and interest, or music and lifestyle interests.
  13. Tool Box: Brandpages Your brandpage is the foundation of your Facebook Where to start: presence and the beginning of your connection with Logo or photo •  fans. Like any relationship it requires prolonged Brand information attention, perceived value, and respect for anyone •  who calls themselves a “fan.” Contact information •  Terms of use •  Customizable tabs •  Additional content: Facebook only coupons •  Blogs and RSS Feeds •  Twitter feeds •  Reviews •  Photos and video •  Online and offline events •  Discussion boards •  Digital goodies • 
  14. Tool Box: Brandpage Optimization 1.  Create the perfect profile picture. 2.  Optimize your share preview. 3.  Display different content for fans and non-fans. 4.  Create your own vanity URL. 5.  Define a publish schedule for your content.
  15. Tool Box: Targeted advertising Targeted advertising on its own can help you raise awareness of your brand among specific consumer groups, let current fans know you’re out there, and support new events and applications. Advertising can be targeted based on: Age •  Sex •  Interests, employment Hometown •  Current location •  Marital status •  Sexual orientation •  Age, sex Employer •  Job title •  Education level •  Key words •  Huh???? Groups and interests • 
  16. Tool Box: Applications A branded application provides your fans a new way Popular application functions: to interact with your brand and share it with friends. Games (solo and group) •  A good application somehow reflects the personality Quiz/trivia of your brand and it must be engaging to your fans •  so they want to share it. Virtual gifts •  Badges displayed on the •  profile Embedded content •  Constantly refreshed data • 
  17. Tool Box: Events A Facebook events page allows you to organize Possible events: Facebook users to meet up offline or virtually around Product sneak preview •  your brand’s celebrations or special programs. This a Social media blog summits great way to mobilize fans to action and integrate •  or tweet ups your traditional events or campaigns into your Facebook presence. Special sales and •  promotions Conferences • 
  18. Tool Box: Facebook Connect Add Facebook Connect to: Facebook Connect is an OpenID that allows users to take their Facebook presence with them online. Customers commenting on your blog •  Users can connect their profile information with Customers posting reviews •  your site, find friends who are also using your site, Customers adding or viewing content and publish their activity on your site in their •  on your site newsfeed. Customers networks or discussing on •  your site
  19. Engaging Your Community
  20. Engaging Your Community You’ve built a strategy and a presence. Now what? “Brands should think of themselves as a guest at a party. Bring something fun, listen, have an interesting opening line and engage in a relevant conversation.” -Mike Hoefflinger, Director of Brand Product Marketing, Facebook
  21. Engaging Your Community 5 ways to engage your Facebook community: 1.  Reach out to current brand fans. 2.  Define target audiences of existing communities who would be interested in your brand. 3.  Host discussions around your customers’ interests. 4.  Invite fans to upload video and photo content. 5.  Provide fans with branded digital goods.
  22. Engaging Your Community 1. Identify existing communities… 2. Define target audiences
  23. Engaging Your Community 3. Host a discussion
  24. Engaging Your Community 4. Invite Fans to Upload Content
  25. Engaging Your Community 5. Provide Branded Digital Goods
  26. Action!
  27. Action! “There must be a call to action or reason for Facebook users to engage with the brand – there must be something remarkable.” -Kristin Foster, Ogilvy Digital Strategist
  28. Action! 5 ways to activate your Facebook community: 1.  Provide coupons and special offers driving offline purchases 2.  Offer applications that enlist you as an advocate or ambassador 3.  Offer applications that help fans buy your product or donate funds. 4.  Post wall messages or design applications and contests that drive users to a conversion web site. 5.  Contests with opt-ins for future direct contact
  29. Action! 1. Coupons and special offers
  30. Action! 2. Applications that enlist you
  31. Action! 3. Purchasing/donating made easy
  32. Action! 4. Driving to conversion web sites
  33. Action! 5. Host a contest with an opt-in
  34. Adding Scale & Impact
  35. “Brands can simplify their efforts and overcome perceived hurdles of complexity by viewing their Facebook program as an integral part of their marketing communications plan.” - Mike Hoefflinger, Director of Brand Product Marketing, Facebook
  36. Adding Scale & Impact 5 ways to increase the scale and impact of your program: 1.  Utilize social ads & targeted advertising within Facebook to reach users in specific locations, interest groups, or age ranges. 2.  Use Facebook advertising to promote your Facebook event, contests, application(s) 3.  Leverage your existing media presence to drive traffic to your Facebook page 4.  Add your social Web links (including Facebook) to your brand Web site 5.  Highlight your Facebook presence at offline events
  37. Adding Scale & Impact 1. Utilize targeted advertising
  38. Adding Scale & Impact 2. Use Facebook advertising to promote your Facebook event, contest, or application(s)
  39. Adding Scale & Impact 3. Leverage existing media
  40. Adding Scale & Impact 4. Add your social Web links to your brand Web site
  41. Adding Scale & Impact 5. Use offline events to drive awareness
  42. Measuring Success
  43. “Successful brands establish success metrics prior to beginning any campaign.” -Kevin Barenblat, Context Optional
  44. Measuring Success • Number of fans for brandpages • Number of brand mentions on walls • Number of news updates x fans • Ad impressions Reach • Number of discussion topics • Number of wall posts on brandpage • Number of wallposts (measured by Lexicon) • Number and tone of reviews posted Engagement • 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 Action
  45. Measuring Success Travel Channel’s Kidnap! Application: 9 million users, 3 million monthly users Drives 50k-70k users to TravelChannel.com daily
  46. Measuring Success Ben & Jerry’s Election Day: Over 250k people responding “yes” Facebook fans grew to 300k during the event promotion (currently 496k)
  47. Measuring Success  Lexicon Free Cone Day, April 16, 2008 Election Day, November 4, 2008
  48. Measuring Success Chase Bank: Chase +1 specifically targets the college demographic with a Facebook program for sharing points with friends and donating to charity Almost 50k fans, mostly card holders
  49. Measuring Success If you have purchased targeted advertising, your Facebook Insights account will show you the most up-to-date information updated every full hour. Here are some of the important metrics you can chart about your ad campaign over the past day, week, or month: • Responder Demographics- This report will give you more information about the users who are viewing or taking action on your ads. • Advertising Performance- This report will give you information about your ads' performance in terms of impressions, clicks, click-through rates, etc. • Click-through rates- The CTR for an ad is calculated as the number of clicks the ad received divided by the number of impressions (times the ad was shown on the site) in the given time period. • Social click-through rates- The click through rate for ads with social actions attached to them. It is calculated as the number of quot;social clicksquot; divided by the total number of quot;social impressionsquot;.
  50. 5 Facebook Trends to Watch
  51. 5 Trends to Watch: Shifting Demographics Over 4 million more US •  women 35-44 and nearly 3 million more US men 35-44 used Facebook in March 2009 compared to September 2008. The fastest growing age •  segment is women over age 55: 142% growth between February and April 2009.
  52. 5 Trends to Watch: Facebook Connect Platforms: •  –  Your website –  Your blog –  Your iPhone application Uses: •  –  Seamlessly quot;connectquot; their Facebook account and information with your site –  Connect and find their friends who also use your site –  Share information and actions on your site with their friends on Facebook
  53. 5 Trends to Watch: Mobile Social Networking Facebook had 20 million •  unique viewers per month accessing Facebook mobile platforms. By 2010 mobile social •  network users worldwide are expected to reach 369 million. As of March 2009, users can •  instantly sign up to become brand fans through SMS.
  54. 5 Trends to Watch: Gift Monetization November 2008 Facebook switches •  the cash value of gift for credits. $1.00= 100 credits. April 2009: Facebook begins •  testing an option to give friends credits as social capital. Currently, brands can sell virtual •  gifts for 100-200 credits. In the future, people may be able •  to exchange credits for an expanding array of Facebook items.
  55. 5 Trends to Watch: Location, location, location As mobile social networks grow along •  with the spread of mobile technology, Facebook is beginning to see location- based applications that help friends meet-up offline. Maps are a new and innovative way to •  connect consumers to your brand and drive purchases. “Geography is about everything that is (literally) close to consumers, and it's a universally familiar method of organizing, finding and tracking relevant information on objects, events and people… from in- car navigation to iPhones, the sky is the limit.” - January 2009, TrendWatching.com
  56. What NOT to Do
  57. Facebook Don’ts 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 ignore unofficial fan pages or groups. •  DON’T alienate unofficial fan pages or groups. •  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 • 
  58. How To: Resources to Implement Your Strategy
  59. Additional Resources How to… Create a brand page: http://tinyurl.com/create-a-brand-page •  Optimize your brand page: http://tinyurl.com/optimize-a-brand-page •  Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs •  Buy targeted advertising: http://tinyurl.com/buy-facebook-ads •  Create an application: http://tinyurl.com/build-facebook-apps •  Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect •  Search on Lexicon: http://www.facebook.com/lexicon/ •  Brainstorm keywords using Google’s Keyword Tool: •  http://tinyurl.com/Googles-key-word-tool
  60. Recommended Reading The Facebook Blog: http://blog.facebook.com/ •  Mashable: http://mashable.com/ •  Inside Facebook: http://www.insidefacebook.com/ •  Facebook’s Developer’s Wiki: http://wiki.developers.facebook.com/index.php/Main_Page •  Full Interview with Kevin Barenblat: http://tinyurl.com/Kevin-Barenblat-Interview •  Full Interview with Mike Hoefflinger : http://tinyurl.com/Mike-Hoefflinger-Interview •  Full Interview with Kristin Foster: http://blog.ogilvypr.com/ •  The Daily Influence: http://thedailyinfluence.com/ • 
  61. CONTACT John H. Bell Managing Director | 360° Digital Influence Ogilvy p 202.729.4166 e john.bell@ogilvypr.com blog: http://johnbell.typepad.com Nicole Landguth Digital Strategist | 360° Digital Influence Ogilvy Public Relations Worldwide p 202.729.4247 e nicole.landguth@ogilvypr.com twitter: http://twitter.com/wondrgirl

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