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Digital Workshop: A Reviewof Facebook Developments Adam Rosenberg, Account Supervisor        November 30, 2012            ...
What we’ll cover today…• Approaching Facebook• Facebook: Tactic or a Strategy?• How Facebook Content Works• Creative Uses ...
Approaching Facebook                  3
Approaching Facebook• Facebook is a business• They don’t build inresponse to request• Their main product isproviding ads• ...
What are people doing on Facebook?• People spend 40% of their time on the Facebook newsfeed – Newsfeed is where people go ...
Facebook and the rest of the Web• 26% of social media referral traffic to web sites• 41% of B2B companies on Facebook gene...
Guiding Principles to Facebook• 3 things it CAN DO: – Connect your brand with potential advocates – Serve as a customer se...
Facebook: Tactic or Strategy?                         8
Facebook: As a tactic within your strategyStrategic Goal                Facebook’s roleBuilding Advocacy             Sourc...
Building Advocacy on Facebook• Fans tend to be actual FANS• 90% of customers trust WoM• Relationship building throughFaceb...
How Content Works on Facebook• Facebook is driven byrelationships and interactions• The best relationships take time• Ligh...
In the end, it’s about trust….                    OR
Facebook Content Life Cycle• A fan engages with a piece ofcontent and creates a STORY• The STORY appears on thenewsfeed fo...
Engagement ModelOrganicReach              Free                        Paid                Brand   Page Posts              ...
The challenge• Facebook customizes content weight in newsfeedbased on each individual user• A post is considered “fresh” f...
What makes good Facebook content?• Evokes an emotion• Visual• Relevant• It’s not about you                             17
Example: Juniper Networks• Election Day 2012• Call to action and creativevisual• Leveraged community lovefor product to ga...
Creative Uses of Facebook                        19
Crisis Management and Facebook• Conversation online spreads quickly• Persistent monitoring• Quick approval of responselang...
Example: FedEx• Disparaging viral video ofemployee kicking package• Constant monitoring onlyincreased• Reached out directl...
Customer Service is Core of Facebook• Community issues and needs• 95% of wall posts not answeredby brands• Ranked comment ...
Supporting Key Announcements• Making messages “social friendly”• Targeting current advocates asdriver for news• Leveraging...
Leveraging Facebook’s Products                           24
Think Globally…Global Pages• Provide for a customized userexperience geographically• Creates one URL• Global Insights• Cus...
Example: KitKat
Act Locally….Post Targeting• Target individual posts by gender,age, educational status, location• Ability to localize mess...
Creating B2B Solutions• Generate leads throughtabs/apps• Gain feedback on individualproducts• Build an industry community•...
Generating Leads on Facebook• Example: Distilled• Apps and Tabs for sign ups• Pins and stars to highlight lead generation ...
Product Feedback on Facebook• Example: Juniper Networks• Using status updates to getproduct feedback from thecommunity
Building an Industry Community• Example: GE• Making your page the go-to forthought leadership and discussion
Thought Leadership + Networking• Example: Google• Announcements and connecting with community members
Open Graph: Why it’s not so scary                             33
What is “Open Graph?• Open Graph = Collection ofall of your interactions overtimewith people, objects, etc.               ...
How Open Graph works• A user adds your app to theirTimeline• App specific actions are shared onFacebook via the Graph API•...
Why should you care?• Facebook is putting an increasinglyheavy value in action-generatingapps• Content is king, apps are c...
Paid Media Overview                      37
Putting Money Behind Messages• Facebook Object (Like) Ads  – Designed to drive traffic to a Facebook    page, App, or Even...
Sponsored Story                  39
Promoted Post                40
Sponsored Results                    41
Sponsored Stories or Promoted Posts?• Sponsored Stories – Good for fan acquisition – Only show up when there’s a   social ...
Sample Scenario: Promoted Posts• Anna attended a wedding and all ofher friends are posting about it• Because of this engag...
Target to your heart’s content…                                  44
Target to your heart’s content…•   Anyone: Shows ads to all•   People connected to your brand•   People not connected to y...
There’s lots to   about Facebook                         46
Thank you!Questions?             47
Digital Workshop: A Review of Facebook Developments
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Digital Workshop: A Review of Facebook Developments

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This presentation covers the latest Facebook platform updates and developments and discusses how to best leverage them for businesses. The presentation is skewed towards B2B but the ideas and tactics can be used for B2C as well.

This deck covers:
Approaching Facebook
Facebook: Tactic or a Strategy?
How Facebook Content Works
Creative Uses of Facebook
Leveraging Facebook’s Products
Open Graph: Why it’s not so scary
Paid Media Overview

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  • The concept behind Facebook is to take the way you interact with people, places, and things – and turn it into an ecosystem that thrives on those same principals.
  • Research from Napkin Labs, October 2012, http://mashable.com/2012/10/18/facebook-fan-engagement-2/Research from comScore Power of Like 2, June 2012, http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/The_Power_of_Like_2-How_Social_Marketing_WorksResearch from Facebook.com, http://news.cnet.com/8301-1023_3-57480950-93/facebook-over-955-million-users-543-million-mobile-users/Research fromhttp://www.statisticbrain.com/social-networking-statistics/Research from Pew Center: http://www.washingtonpost.com/business/technology/your-facebook-friends-have-more-friends-than-you/2012/02/03/gIQAuNUlmQ_story.htmlResearch from Social Media Examiner: http://www.secorebiz.com/actualite/25-essential-facts-about-social-media
  • http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/http://www.insideview.com/social-selling?utm_source=infographic&utm_medium=howsocialisb2b&utm_campaign=social-sellinghttp://mashable.com/2012/11/01/facebook-sales/
  • http://nielsen.com/us/en/insights/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
  • What’s this about content?
  • Before we talk about what makes good content on Facebook, it’s important to know HOW content works on FacebookFrom Paul Adams’ “Grouped”In real life – we group our friends and interact with light-weight content
  • Obviously a little extreme, but point is you take recommendations from your friends. Facebook is designed to give social context to the things we do.
  • Goal is to have maximum stories (either free or paid)This was supposed to be cleaner -
  • Social-media friendly response is key as a good spreads as quickly as bad
  • http://allfacebook.com/facebook-wall-posts-brands_b62976
  • Creating visuals that support announcements
  • Create example slides for each of these: http://blog.hubspot.com/blog/tabid/6307/bid/32765/How-B2B-Marketers-Can-Succeed-on-the-6-Big-Social-Networks.aspx
  • http://allfacebook.com/sterne-agee-mobile-sponsored-stories-promoted-posts_b102132http://www.pagemodo.com/blog/sponsored-stories-promoted-posts-facebook-display-ads-my/Limited research shows the promoted posts out-perform the sponsored stories, since promoted posts are at the core going after folks who’ve already engaged with your page
  • Transcript of "Digital Workshop: A Review of Facebook Developments"

    1. 1. Digital Workshop: A Reviewof Facebook Developments Adam Rosenberg, Account Supervisor November 30, 2012 1
    2. 2. What we’ll cover today…• Approaching Facebook• Facebook: Tactic or a Strategy?• How Facebook Content Works• Creative Uses of Facebook• Leveraging Facebook’s Products• Open Graph: Why it’s not so scary• Paid Media Overview
    3. 3. Approaching Facebook 3
    4. 4. Approaching Facebook• Facebook is a business• They don’t build inresponse to request• Their main product isproviding ads• People are on Facebook tolook at babies• Social context is our friend 4
    5. 5. What are people doing on Facebook?• People spend 40% of their time on the Facebook newsfeed – Newsfeed is where people go to share most important updates• 6% of brand’s fans engage with a brand’s content – 1 super fan = 75 average fans• 57% of Facebook users are mobile• 70 billion pieces of content are shared each month• Average user has 245 friends and is connected to 80 pages – That user’s friends have an average of 359 friends 5
    6. 6. Facebook and the rest of the Web• 26% of social media referral traffic to web sites• 41% of B2B companies on Facebook generate leads• Nearly 10 million registered small businesses use Facebook• Fans are 74% more likely to recommend a brand/Non-Fans are only38% likely to do the same• 58% of businesses see a drop in marketing costs• 53.5 billion minutes spent per month
    7. 7. Guiding Principles to Facebook• 3 things it CAN DO: – Connect your brand with potential advocates – Serve as a customer service tool – Improve your search results• 3 things it CAN’T DO: – Make bad content more interesting – Be simply a wire service – Replace your web site
    8. 8. Facebook: Tactic or Strategy? 8
    9. 9. Facebook: As a tactic within your strategyStrategic Goal Facebook’s roleBuilding Advocacy Sourcing potential advocatesCrisis Management Monitoring hub, rapid responseSupport Customer Service Responding to customer inquiries through wall posts and private messagingPromote Key Announcements Amplifying content with built-in share functionalitySpecific Audience Messaging Portal for targeting custom audiences
    10. 10. Building Advocacy on Facebook• Fans tend to be actual FANS• 90% of customers trust WoM• Relationship building throughFacebook page• Content geared at activatingcurrent customers• Identify “super fans” and mostactive community members• Spurs user-generated content
    11. 11. How Content Works on Facebook• Facebook is driven byrelationships and interactions• The best relationships take time• Lightweight interactions (contentitems) build a relationship• Facebook gives you the tools tocreate the most relevant content foryour audience
    12. 12. In the end, it’s about trust…. OR
    13. 13. Facebook Content Life Cycle• A fan engages with a piece ofcontent and creates a STORY• The STORY appears on thenewsfeed for friends of the fan• A friend of the fan sees the STORYand interacts with it• Friend of fan engages with pagebecause of social context 14
    14. 14. Engagement ModelOrganicReach Free Paid Brand Page Posts Ads User Stories Sponsored Stories Viral Reach Paid Reach
    15. 15. The challenge• Facebook customizes content weight in newsfeedbased on each individual user• A post is considered “fresh” for 3-7 days, but thewindow for it to stretch organic reach is only 3-4 hours• Only way to “tell” Facebook that a post is important is toput money behind it 16
    16. 16. What makes good Facebook content?• Evokes an emotion• Visual• Relevant• It’s not about you 17
    17. 17. Example: Juniper Networks• Election Day 2012• Call to action and creativevisual• Leveraged community lovefor product to gain insights• Celebrated the user
    18. 18. Creative Uses of Facebook 19
    19. 19. Crisis Management and Facebook• Conversation online spreads quickly• Persistent monitoring• Quick approval of responselanguage• Work with PR teams to provideinsights on what’s driving reaction• Create social media-friendlyresponse
    20. 20. Example: FedEx• Disparaging viral video ofemployee kicking package• Constant monitoring onlyincreased• Reached out directly tocustomer• Executive YouTube responseshared on Facebook• Provided humility and easilyshareable statement
    21. 21. Customer Service is Core of Facebook• Community issues and needs• 95% of wall posts not answeredby brands• Ranked comment feature drawmore attention to this• Direct messaging function allowsprivate response to issues• Example: KLM Airlines
    22. 22. Supporting Key Announcements• Making messages “social friendly”• Targeting current advocates asdriver for news• Leveraging visual components• Exclusive to Facebook• Great for SEO• Built-in share tools• Example: Intel
    23. 23. Leveraging Facebook’s Products 24
    24. 24. Think Globally…Global Pages• Provide for a customized userexperience geographically• Creates one URL• Global Insights• Customizable look and feel• Good for brands with large globalfootprint
    25. 25. Example: KitKat
    26. 26. Act Locally….Post Targeting• Target individual posts by gender,age, educational status, location• Ability to localize messageswithout decreasing content output• Requires knowledge of community• Must know which audiences willget the biggest impact from content
    27. 27. Creating B2B Solutions• Generate leads throughtabs/apps• Gain feedback on individualproducts• Build an industry community• Thought Leadership +Networking• Creating Open Graph apps
    28. 28. Generating Leads on Facebook• Example: Distilled• Apps and Tabs for sign ups• Pins and stars to highlight lead generation content
    29. 29. Product Feedback on Facebook• Example: Juniper Networks• Using status updates to getproduct feedback from thecommunity
    30. 30. Building an Industry Community• Example: GE• Making your page the go-to forthought leadership and discussion
    31. 31. Thought Leadership + Networking• Example: Google• Announcements and connecting with community members
    32. 32. Open Graph: Why it’s not so scary 33
    33. 33. What is “Open Graph?• Open Graph = Collection ofall of your interactions overtimewith people, objects, etc. 34
    34. 34. How Open Graph works• A user adds your app to theirTimeline• App specific actions are shared onFacebook via the Graph API• Actions are displayed throughoutTimeline, News Feed, and Ticker• Experience becomes morepersonalized based on actions taken(regardless of whether or not they’reshared publically) 35
    35. 35. Why should you care?• Facebook is putting an increasinglyheavy value in action-generatingapps• Content is king, apps are creatingcontent• Ability to grow on Facebookdoesn’t need to happen ONFacebook – Social plug-ins, like buttons, Facebook Authentication, etc. all feed Open Graph• Personalizes experience for user• Create customer testimonial apps 36
    36. 36. Paid Media Overview 37
    37. 37. Putting Money Behind Messages• Facebook Object (Like) Ads – Designed to drive traffic to a Facebook page, App, or Event• Page Post Ads – Promote individual pieces of content from your page as ad copy• Sponsored Stories – Highlight actions of fans, encourage participation• Promoted Posts – Promote individual page posts to fans and friends of fans 38
    38. 38. Sponsored Story 39
    39. 39. Promoted Post 40
    40. 40. Sponsored Results 41
    41. 41. Sponsored Stories or Promoted Posts?• Sponsored Stories – Good for fan acquisition – Only show up when there’s a social context• Promoted Posts – Displayed in newsfeed – Increase current post visibility amongst fans 42
    42. 42. Sample Scenario: Promoted Posts• Anna attended a wedding and all ofher friends are posting about it• Because of this engagement fromher friends, they will be shown in hernewsfeed• As a result, a brand post may notappear organically in her news feed• By promoting the post, it willappear higher in Anna’s news feedthan it would have organically 43
    43. 43. Target to your heart’s content… 44
    44. 44. Target to your heart’s content…• Anyone: Shows ads to all• People connected to your brand• People not connected to your brand• Advanced Targeting: People connected to specific brands• Friends of Connections 45
    45. 45. There’s lots to about Facebook 46
    46. 46. Thank you!Questions? 47
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