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How to drive engagement on Facebook for PR success.

How to drive engagement on Facebook for PR success.

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Pr news fbwebinar Presentation Transcript

  • 1. PR News Webinar: Facebook Essentials: Leveraging the Latest Features for PR Success
    Rich Pesce, Sprint Nextel
    February 9, 2011
  • 2. 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
  • 3. 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
  • 4. 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.
    • 5. Set Expectations Setting the tone and expectations early on is critical in your success on Facebook.
    4
  • 6. Customers Expect You to Meet Them There
    And others are watching to see if we engage and
    if so…how we engage
  • 7. Jumpstart Your Facebook Fan Engagement
    • Develop a Voice. Embody the attributes you wish to portray and instill. Operate by a code of conduct.
    • 8. Be conversational. Facebook by nature is a conversation platform. People expect to be able to comment and post.
    • 9. Content, Content, Content – Make sure your fans have a reason to come back.
    6
  • 10. 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
  • 11. Campaign Social Extensions
    8
    Increased Engagement through Content
    Develop long tail of campaign with content to drive further engagement
  • 12. 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
  • 13. Key Takeaways
    • Let Go
    • 14. Develop your ‘voice’ and engagement style
    • 15. Leverage existing promotions
    • 16. Empower your employee base
    10
  • 17. Q&A
    Questions?
    11
  • 18. Contact Information
    Rich Pesce
    Sprint Nextel
    richard.pesce@sprint.com
    703-592-8424
    (Twitter) @rpesce
    (LinkedIn) http://www.linkedin.com/in/richpesce
    12