PR News Webinar: Facebook Essentials: Leveraging the Latest Features for PR Success<br />Rich Pesce, Sprint Nextel<br />February 9, 2011<br />
2<br />Who, Where, Why Social Media? <br />“42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” **<br />COMMUNICATE<br />“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.”* <br />If Facebook were a country it would be the fourth largest in the world.+<br />Our Customers and Prospects<br />GROWTH<br />EDUCATE<br />OPPORTUNITY<br />ADVOCACY<br />80% of Twitter usage is on mobile devices+<br />25% of search results for the world’s top 20 brands are links to user generated content+<br />*http://blogs.forrester.com/groundswell/<br />+www.socialnomics.com<br />**http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf<br />
You’re on Facebook…Now What?<br />If you build it…will they come?<br />Moving Communication from ‘Broadcast mode’ into Engagement <br />3<br />One-way<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Two-way<br />Passionate<br />Constant<br />Personal<br />Loyal<br />
Getting Started<br />Facebook is changing the way we consume media and engage with customers. <br /><ul><li>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.</li></ul>4<br />
Customers Expect You to Meet Them There<br />And others are watching to see if we engage and <br />if so…how we engage<br />
Jumpstart Your Facebook Fan Engagement<br /><ul><li>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.</li></ul>6<br />
How to Engage<br />Ask for Opinions: provide an easy call to action and make your posts interactive. (Polls or thought starters as status updates) <br />Campaign Extension: Amplify Awareness Around Product Releases and Network Launches through Media Partnerships<br />
Campaign Social Extensions<br />8<br />Increased Engagement through Content<br />Develop long tail of campaign with content to drive further engagement<br />
How to Engage<br />Say Thank You: Giving your fans something of value is an easy way of showing you appreciate them. <br />Show Fans That Their Opinion Matters: Letting fans decide on a new color/flavor/package/ will deepen their connection to the brand<br />