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PR News Webinar: Facebook Essentials: Leveraging the Latest Features for PR Success Rich Pesce, Sprint Nextel February 9, 2011
2 Who, Where, Why Social Media? “42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” ** COMMUNICATE “In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.”* If Facebook were a country it would be the fourth largest in the world.+ Our Customers and Prospects GROWTH EDUCATE OPPORTUNITY ADVOCACY 80% of Twitter usage is on mobile devices+ 25% of search results for the world’s top 20 brands are links to user generated content+ *http://blogs.forrester.com/groundswell/ +www.socialnomics.com **http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf
You’re on Facebook…Now What? If you build it…will they come? Moving Communication from ‘Broadcast mode’ into Engagement 3 One-way Transactional Occasional Impersonal Short-term Two-way Passionate Constant Personal Loyal
Getting Started Facebook is changing the way we consume media and engage with customers.
Let Go Some ‘control’ must be relinquished. Allow your customers a place to chat about what’s important to them.
Set Expectations Setting the tone and expectations early on is critical in your success on Facebook.
Customers Expect You to Meet Them There And others are watching to see if we engage and if so…how we engage
Jumpstart Your Facebook Fan Engagement
Develop a Voice. Embody the attributes you wish to portray and instill. Operate by a code of conduct.
Be conversational. Facebook by nature is a conversation platform. People expect to be able to comment and post.
Content, Content, Content – Make sure your fans have a reason to come back.
How to Engage Ask for Opinions: provide an easy call to action and make your posts interactive. (Polls or thought starters as status updates) Campaign Extension: Amplify Awareness Around Product Releases and Network Launches through Media Partnerships
Campaign Social Extensions 8 Increased Engagement through Content Develop long tail of campaign with content to drive further engagement
How to Engage Say Thank You: Giving your fans something of value is an easy way of showing you appreciate them. Show Fans That Their Opinion Matters: Letting fans decide on a new color/flavor/package/ will deepen their connection to the brand