Facebook 101

Facebook for Business The Importance of being found Google: Answers to questions SNs: An opportunity to connect and engage

What is Facebook Social Network for connecting people Connect and share information

Why care for Facebook? Over 1 Billion users Every demographic Fastest Growing: 40-60 years

Facebook Vocabulary Application: Program that allows users to share content and interact with other users

Facebook Vocabulary EdgeRank Algorithm used by Facebook to determine what content gets shown in users’ news feeds

Facebook Vocabulary Friend Personal Connection on Facebook To add a Facebook user as a Friend

Facebook Vocabulary Friend List Organized Grouping of friends

Facebook Vocabulary Groups A collection of Facebook users with a common interest Any user can create and join a group

Facebook Vocabulary Like….. Meaning 1 Like a Business Page: Becoming a Fan

Facebook Vocabulary Like ………. Meaning 2 Like others comments on their timelines or news feed

Facebook Vocabulary Like…. Meaning 3 The Number of people who have liked a page

Facebook Vocabulary Network An association of Facebook users based on a school or workplace

Facebook Vocabulary News Feed Aggregation of one’s friends Timeline posts published on a user’s Facebook Homepage

Facebook Vocabulary Page Official presence for Public figures,artists,bands,businesses,places,entertainment, causes,brands or products

Facebook Vocabulary Profile Presence for individual

Facebook Vocabulary Timeline Core of a Profile or Page Posted Items, Recent Actions

Business Goals Get Found Connect and Engage Community Promote Content Generate Leads

Cardinal Rule Profiles for People Pages for Businesses

Key Differences Adminstrators Public Search Categories Acceptance

Facebook User Page Notifications Icons Friend Requests Messages Notifications

Facebook User Page Favourites

Facebook User Page Applications Social Reading…..The Guardian Social Gaming…..CastleVille Social Recruitment….Work for US Professional Networking….Branchout

Facebook User Page Application Brand Rater….Socialbakers.com Travel……Cities I have visited Notes

Facebook User Pages Application Events Quest for the Golden McRib

Facebook User Pages Groups View membership Create new group

Facebook User Pages Friends Close Friends Acquintances Restricted

Facebook User Page Friends Smart Lists Share with just the right people News Feed only from the closest

Facebook User Page Interest Subscribe

Facebook User Page News Feed Your Friends most recent activities on Facebook

Facebook User Page Publisher Update Status Photo/Video Ask question

Facebook User Page Home Use Facebook As….. Account Settings Privacy Settings Help Centre

Facebook User Page Sponsored Sponsored Stories Facebook Advertisements

Facebook Personal Account Create Profile About You Basic Information Personal Information Contact Information

Facebook Personal Account Work and Education Relationship Family Current Location/Hometown Favourite Quotations

Basic Information City Hometown Gender Birthday Languages About Me

Networks• Key Role in connecting with people• Help people find you• Rank Higher in FB Searches

Add Friends Hometown Current Location Secondary School College University Mutual Friend Employer

Friends List Close Friends Acquaintances Restricted Smart Lists

Share Content and Information Add your Photo/Video Ask Question Who are You with? Where are You? Share…Audience Selector

Use Applications www.facebook.com/applications Events Movies Photos Notes

Privacy Settings Control Privacy when you post Control your Default Privacy How You connects Timeline and Tagging Ads,Apps and Websites

Friend Lists Customize privacy settings View News Feed Updates by Friend List Filters Invite to Events Send messages to friend lists

Facebook for Business Setting up a Business Page Public Fans No approval required

www.facebook.com/pages/create.php Choose a Classification Choose a Name and category for your page Get Started Photo

Creating a Facebook Business Page Suggest to Friends…Generate Fans Add Basic Info Complete Page Discussion Boards Multiple Adminstrators

Promoting Your Page-Creating anEngaging Page Apps like Discussion Board Youtube Video Box iFrames

Great Brand Pages on FB Fanta NY Times Burberry Captain Morgan USA Subway

Leverage the viral nature of FB-the NewsFeed Every action published More visibilty

Draw on Existing Network Convert subscribers and readers to fans Include Link in Email Signature Blog about Page Post Link/Badge on Website/Blog

Other things to do… Make Page Publicly Searchable Use FB Ads for Pages, Groups and Events

FB Groups versus Pages Mass Messaging Only in Groups Upto 5000 members

FB Groups versus Pages Indexed by Google Both Pages and Groups Pages: More Opportunities

FB Groups versus Pages Stream Publishing Both Pages: Post insights

FB Groups versus Pages Targeted Stream Posts Only for Pagess

FB Groups versus Pages Support for Applications Only for Pages Customization: Tabs

FB Groups versus Pages Membership Restrictions Only for Groups Open,Closed and Secret Groups Pages are Public

FB Group versus Pages Event Inbox Messaging Only for Groups Restriction upto 5000

FB Groups versus Pages Engagement Metrics Page Insights Demographics,Location,Reach

FB Groups vs Pages Promotional Widgets Only for Pages

FB Group versus Pages Vanity URLs Username Only for Pages

Facebook Groups Name Invite Privacy Settings Edit Group Events

How to advertise on FB Promote Business Get Fans Generate Leads

How to Create an Ad on FB www.facebook.com/Advertising Create an Ad Choosing a Destination URL Choose Ad Type (Sponsored Stories or Ads) Choose Audience

Choose a Destination URL External Website Facebook Page Facebook Event Facebook Group

What do you want to Promote? Website/Page Particular Post

People will see A New Advertisement Stories about your friends liking Page

Advertisement Headline Text Image Landing View

Guidelines for Ads Headline….Page Name Text…90 characters Image Landing View-Resume,TimeLine,Photos,Likes

Audience Selector Location Age Gender Precise Interests Suggested Likes and Interests

Audience Selector Broad categories Connections Advanced connections targeting

Objective of Ad Like the Page Click on Ad/Sponsored Story Install an App

Objective =Clicks PPC Bid Amount Suggested Bid Range

Objective=Like Page/Install App CPM No Bidding Ad/Sponsored Stories automatically optimized

Campaign and Budget New Campaign Name New Campaign Budget Campaign Schedule

Facebook Insights Total Likes Friends of Fan People Talking about this Weekly Total Reach

Facebook Insights…Postwise Post Types Reach Engaged Users

Facebook Ads Manager Manage Campaigns Status Reach Frequency Social Reach

Facebook Ads Manager Actions Clicks CTR Bid Price

Facebook Ads Manager…Reports Type “Advertising Performance” “Responder Demographics” “Organic” “Conversions by Impression Time”

Facebook EdgeRank Application

Business Page…SEO Strategy I Choose Best Name…and do not change Not spammy Not “Fully Generic”

Business Page…SEO Strategy II Vanity URL or Username Can never be changed

Business Page…Strategy III “About” Box Keyword-Dense Top-of-Page

Business Page…Strategy IV “Basic Info”: *“Description” * “Biography” * “Personal Interest” * “Website” Keywords,Texts and Links

Business Page….Strategy V iFrames Apps Develop Third Party  Wildfire  Involver  Tabpress  Tabsite  Static HTML:iFrame Tabs  iWipa  Lujure  Hosted Iframe  iFrame Engine  FaceitPages

Business Page…….Strategy VI Status Message Post Links Raw URL “Attach Link” on Publisher

Business Page…..Strategy VII Keyword Rich and Verbose Photo Captions Event Descriptions

Business Page…Strategy VIII Inbound Links

Business Page…Strategy IX FB Profiles: Default version searchable More Fans More intra-FB inbound links

Business Page….Strategy X More fans comment and like Stronger intra-FB reciprocal linking

 Business Page….Visibility Strategy 1

Visibility Strategy 1 Do Not Post Too Often

Visibility Strategy 2 Engaging Content…..Track

Visibility Strategy 3 Use Image and Video

Visibility Strategy 4 Best Days and Time to Post

Visibility Strategy 5 Ask Community to change Settings to get Notifications

Visibility Strategy 6 Promote Your Posts

Visibility Strategy 7 Request Feedback

Visibility Strategy 8 Caption Contest or Fill in the Blank

Visibility Strategy 9 Inspirational Quotes and Images

Visibility Strategy 10 Run Competitions

Visibility Strategy 11 Ask People to share Page/Competition or Post

Visibility Strategy 12 Be Funny

Visibility Strategy 13 Facebook Offers

Visibility Strategy 14 Facebook Offers

Visibility Strategy 15 Coupons and Sales

Visibility Strategy 16 Encourage Photo Tagging

Visibility Strategy 17 Encourage User Check Ins

Visibility Strategy 18 Target Friends of Fans

Visibility Strategy 19Surprise and Delight

Visibility Strategy 20 Keep it Short

Visibility Strategy 21 Be Targeted

3 Easy Steps Start the conversation Expand the Fan Base Analyze and Optimize

Start the Conversation Set your strategy Know Your Business What is your uniqueness? How can you bring your story to life?

Start the Conversation Set your strategy Know Your customers Who are they? How will they want to connect with your brand? What content will be important to them and what will engage them?

Start the conversation Set your strategy Know your goals What kind of relationships? Brand Building Immediate Sales?

Best Practices while Posting Finding the right rhythm Schedule time for Facebook

Best practices while posting Keep it Human Conversational, personal and authentic Share Photo and video of your community and customers

Share News and Exclusive Content “Sneak peeks” News New Products Photo,Video, Recipes: Anything to get people talking

Encourage Fan Participation Fun Engaging Customers Clear Call-to-Action Ask Questions, reward responses Repost and respond personally Allow Fans to post directly:Questions, Feeback,Compliments

Reward Your Fans Special Offers Discount Codes Exclusive on new products Special Code: Facebook Check-In Deals

Handling Negative Feedback The Importance of Transparency Listen and Respond Address Negative Comments

Develop a Conversational Calendar Schedule ,Regular rhythm Post at specific times when engagement is highest Weekly Feature to encourage participation

Begin Building Your Connections….Start with who you know Existing Email Lists Personal Contacts Invite to Like

Begin Building your connection…Leverage your existing marketing FB Logo with CTA In-store signs, flyers, newsletters, emails, business cards Social Plug Ins

Expand the Fan Base Encourage Visitors to like your Page Special Landing Page Tab

Expand the Fan Base Partner with other brands and local organizations Co Promotions Viral Sharing with Incentives

Expand the Fan Base Expand the Reach of your Posts Mention the person or Organization with a @...Post to their TL

Expand the Fan Base Encourage your Physical Check Ins

Analyze and Optimize Key Metrics Visitors and their activities Pland for more fans and increased interactions

Facebook 101

by Shantanu Ghosh on Jul 09, 2012

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 9

Statistics

Facebook 101 Presentation Transcript

http://www.linkedin.com	8
http://users.unjobs.org	1

Facebook 101

by Shantanu Ghosh on Jul 09, 2012

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 9

Statistics

Facebook 101 Presentation Transcript

Let LinkedIn power your SlideShare experience

Let LinkedIn power your SlideShare experience

Customize SlideShare content based on your interests

Keep up to date when your LinkedIn contacts post on SlideShare