03. Facebook

Module 3: 1

1960s-----------------------------2020s Ubiquity Digital eras Social W Mobile w w Personal Network Computer 2

Facebook stats• 845 million active users (Dec 2011) ; 50% log in daily, 425m via mobile, 80% of users outside US• Average user has 130 friends and connected to 80 pages, groups and events• More than 2.7 billion posts are liked and commented on per day• On average, more than 250 million photos are uploaded per day. Facebook now hosts more photos than the top 20 photo sites combined• Facebook bypassed Google as a No 1 most visited site in US• 65% of US Facebook users said they are more likely to buy a product based on a positive Facebook friend referral Source: http://newsroom.fb.com/ 3

Facebook users in Southeast Asia 45,000,000 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0 April 1 2011 Sept 30 2011 Dec 31 2011 Indonesia 35,177,260 40,418,840 41,777,240 Philippines 22,376,740 26,721,920 27,033,680 Thailand 8,699,080 12,076,740 13,275,580 Malaysia 10,088,720 11,751,940 12,060,340 Singapore 2,318,060 2,589,600 2,661,120 4Source: Facebook, GreyReview.com, as of Dec 31, 2011

CIMB on Facebookhttp://www.facebook.com/CIMBMalaysia One-to-one customer complaint resolution 5

Recruitment 6

CIMB advertisesfor social media-savvy employees 7

CIMB ad copy“CIMB is looking for someone who wantsto spend all day on Facebook and getpaid for it. We want to bring our brandcloser to our customers and stakeholdersand are looking for people to help us doso. If you believe that social media is thenext step in getting people to connect withbrands and if this is something you arepassionate about, then read on!” 8

Job: Asst Mgt/Exec-Social Media Team• Location: The World Wide Web • Requirements: Bachelors Responsibilities:• Create and execute social media Degree in any field, at least 1-3 campaigns across the various years working experience in any platforms that CIMB has field established communities in • Facebook & Twitter savvy (forums, Facebook, Twitter, with an intimate knowledge YouTube etc) on developments of the media• Manage, monitor and engage in our landscape online community as well as provide quantitative and qualitative • Able to work and engage with insights based on feedback from people easily and comfortably this community • Understand and appreciate• Formulate strategies for programs the difference between LOL on social media that will and ROFLMAO complement CIMBs initiatives • Please ensure that resumes are• Assist in the development of social media strategies as well as submitted together with your community management and Facebook ID and Twitter handle implementation of social media for our reference. 9 campaigns across the region

News updates 10

Marketing 11

Why Facebook? 1. Built-in audienceYour target audience is already on Facebook. No additionalregistration or profile to fill to participate. 2. Rapid rolloutSetting up a Facebook Page is easy - it doesn’t require adeveloper or approval from IT. 3. Minimal costsA Facebook Page is free, versus high costs of developinga custom social networking site. But note: Experts,custom apps, games, landing pages cost money. 12

4. Viral FeaturesIf you post something interesting, it will have a life of itsown. 5. Minimal HassleFacebook is aggressive in deleting spammers, rogueaccounts and inappropriate content. This minimizes issuesin managing your own community. 6. Multimedia featuresHosting photos/videos is a lot easier and tagging makesthose photos easy for friends to share 13

7. Referral engineFacebook, LinkedIn, Twitter and other social networks aregreat ways to drive traffic to your flagship website, e-commerce platform or other owned sites. 8. LeadsYou can find new customers you would not have discoveredotherwise and review profiles to generate new leads. 9. EngagementYou can engage with existing customers in new ways andbuild longterm relationships for customer retention. 14

10. Targetted promosFriends’ recommendations of your promotions are betterreceived. Your giveaways, coupons, promos may triggercall-to-actions and direct sales. It is easier to cross-promotewith partners. 11. Customer supportYou can do one-to-one customer support and redirect toright personnel for resolution. 12. Reputation mgtProactive correction of misinformation, errors, inaccuracies,myths and responding quickly to negative comments mayavert a crisis. 15

Cons of Facebook• Facebook may change: While Facebook is the current “it” social network, traffic may flatten and its future is not guaranteed. If users abandon Facebook, they’ll be abandoning your company/brand page too.• You’re Limited to Facebook’s Feature Set: If Facebook decides to drop or add features that aren’t popular, or imposes restrictions that kill your community’s growth, you’re out of luck.• No Data Ownership: You are limited by number of invites to your page and applications.• Your Competitors Can Do the Same Thing: There are no barriers to entry for Facebook pages. They can copy the popular apps you develop. They can join your group without your knowledge. 16

Facebook Page Basics How To Start A Page:https://www.facebook.com/pages/create.php 17

What type of Facebook page is right for me? Local Business or Place page is best: • Merge with Bing Place data (map & link on info tab) • Fans can ‘check in’ to your location • Fields on info tab are more detailed • Categories help potential clients find your business 18

Why a Facebook page is the best for business: Page vs Profile vs Group• Custom URLs • Custom URLs • No custom URLS• Unlimited • Limited Friends, • No support for Fans/Likes Manual friending custom apps• Can add Apps, • Line between • Can restrict who Custom Tabs, personal and can access: open, Games business blurred closed, and secret.• Visitor insights and • No analytics • Can send bulk analytics • Cannot appoint message into inbox• Indexed by search admins of up to 5000 engines and can be • Limited custom members seen by non-fans apps • No analytics• Messages appear • Better for quick, as updates active discussions• Can target by location, language 19

10 Facebook Tips• Create a Page to promote events, conferences, seminars, projects, launches, your blog, your website.• Share: Be useful. Answer questions, offer tips, guides, timely information.• Do link and promote to stories on your organisation, but provide some other value-add or insider insight, this is not just a broadcast medium.• Be human: Show you care, be witty, disclose some of your personal interests, it helps to get to know you better.• Use apps to automate stuff: blog posts, Twitter updates ~ but don’t overdo it! (http://apps.facebook.com/selectivetwitter) 20

10 Facebook Tips• Tag all photos and videos with “Company ABC” for events. Divide photos into separate albums.• Address new fans with personal messages• Have two or three admins as backups• For CSR: like-minded groups for related pages: eg Breast Cancer Awareness, Eradicate Polio.• Use smart lists to divide group and target messages once you have mastered various appsNote: Pages vs Groups: Pages are better for a long-term relationshipswith your fans, readers or customers; Groups are better for hosting anactive discussion and attracting quick attention. Community pages are forgeneric causes or topics. http://bit.ly/pagesvsgroups 21

Steps to creating a new page1. Go To: http://www.facebook.com/pages/create.php • Also a link to ‘Create a Page’ on the Home Page • Links to ‘Create a Page’ In lower left corner of existing pages2. Select the ‘Local Business or Place’ Page type • Choose your business type category • Enter business name & info • Click ‘Get Started’3. Log into the personal account you want to admin the page • You will be prompted to do so if you were not logged in when you started4. Fill out your ‘info’ tab with details about your business • Add links to your website, Twitter, etc. • Add info about what you specialize in and offer • Make a good first impression that makes people want to like the page5. Follow the steps on the ‘Get Started Tab’ 22

‘Get started’ tab makes it easy!‘Get started’ tab walks you through:1. Adding images2. Posting a status update • Encourage your friends to share your page • Announce a new website or promo offer3. Adding a ‘Like’ button to your website • Takes a little coding knowledge4. Inviting friends & announcing to fans • Upload an Excel doc • Import email contacts • Suggest to personal Facebook friends5. Syncing to a mobile device 23

Converting a Group to a PageFacebook DOES NOT allow you to convert a groupto a page– Groups were part of Facebook BEFORE Pages were introduced– When Pages were first introduced Facebook temporarily allowed converting– Only way to migrate group members to page fans now is to ask them to ‘Like’ it– Post new page URL on group wall and invite member to ‘Like’ the page– Send a message and/or chat to members ask them to spread the news & like the page– Consider incentives to ‘like’ the page & suggest it (eg:% off a service, coupons, being entered into a drawing for a free gifts, etc.) 24

Converting your Profile to a Page• Facebook lets you convert a personal Profile into a Page! https://www.facebook.com/pages/create.php?migrate – Cannot be undone – So be sure it’s your best option. – Friends will be converted into fans that ‘Like’ the Page – Only Photos will be transferred. NOTE: All other data lost! – Facebook will provide you with a stripped-down version of a Personal Profile, called a Business Account, which will be the admin of the new Page. It cannot become ‘Friends’ with anyone or ‘Like’ anything, etc. 25

Custom landing pagesCustom landing tabs good for branding &getting people to your website– Now custom tabs use iFrames (not FBML) & are more customizable than in the past– Can have interactive buttons, tabs, and animations– You require a designer to customize your landing tab– Some free applications available (not as customizable & usually include their logo) eg: Pagemodo.com 26

Custom tab with game element 27

Text on your Page PostsTabs About 28

“Like” related sites, events, causesCIMB AirAsia Edelman 29

Creative use of Profile pic540 px 30 180 px

Make landing page work for you – call to actionTIP: Usehttp://FBCrop.comto get size right 31

Edit Page > Manage Permissions 32

Generate leads• Get fans to sign up for email updates, newsletters, free reports, whitepapers, DVDs.• Have monthly giveaways 33

Cross-promoteUse buttons on Blog, Website, Twitter, print, etc 34

Tie-ups: Eg: CIMB and SF Coffee 35

Create Facebook-only specials• Have regular daily or weekly or monthly Facebook giveaways or discounts. Eg: Release a new QR code each month along with the special offer - 25% off of a product you regularly sell or entire purchase if at a store or free samples or giveaways 36

A word of caution…1. Avoid shameless plugs on 1.Don’t undermine your how wonderful you or the effectiveness at work. company are. 2.“Friending” should not be2. Your personal views are taken literally – but others your own, don’t post may misconstrue this as updates in anger or in spite. being partisan or biased. Nothing is private on 3.Avoid racial, religious slurs Facebook. and personal attacks.3. Don’t sign up for every 4.You are still a company rep game/quiz and annoy others 24/7: Verify facts, identify with your updates. sources before passing along4. Do not disclose confidential news. Make it clear if you are information obtained skeptical of veracity of through work that may bring information, if you are. the company into disrepute. 37

Must-know Facebook BasicsInfo Like Add photoUpdate Status Share Create albumMessages Comment Tag photoChat @ Mentions Upload videoFriend Request Notes Create A PageSubscriptions Question AppsJoin Group Privacy Settings EventsWall Acct Settings Vanity URL 38

Searching Facebook in real-timeOther methods:Bing.com/SocialOneRiot.com (searchword site:facebook.com)FacePinch.comYouropenbook.org 39

Facebook: New Features• Subscribe Button – https://www.facebook.com/about/subscribe• Smart Lists – https://blog.facebook.com/blog.php? post=10150278932602131• Timeline – https://www.facebook.com/about/timeline• Ticker and Privacy settings• Video chat 40

Subscribe and Allow SubscribersTo allow others to Subscribe to your Public posts,go here:https://www.facebook.com/about/subscribeSubscribers can see only the things you sharepublicly: https://www.facebook.com/about/sharing 41

Smart Lists Create lists for Close Friends, Acquaintances, Work Mates or Restricted. Good for targetting posts to appropriate list of friends.https://www.facebook.com/ListsTeam 42https://blog.facebook.com/blog.php?post=10150278932602131

Timeline 315px 850px 43http://www.slideshare.net/supernovastudios/facebooks-new-timelimehttps://www.facebook.com/about/timeline

Creative uses of new cover pic 44

MORE: http://reface.me/profile-pictures/facebook-timeline-cover-photo-hacks/ 45

Facebook: Rules on Cover PagesAccording to Facebook, cover images may notcontain:• Price or purchase information, such as "40% off" or "Download it at our website".• Contact information, such as web address, email, mailing address or other information intended for your Pages About section.• References to user interface elements, such as Like or Share, or any other Facebook site features.• Calls to action, such as "Get it now" or "Tell your friends".• Other stipulations: “Covers must not be false, deceptive or misleading, and must not infringe on third parties intellectual property. You may not encourage or incentivize people to upload your cover image to their personal timelines.” 46

Facebook: No more privacy• Ticker: broadcasts all your activity, even to those people who aren’t your friends.• Go to Home > Privacy Settings > Apps and Websites > Edit Settings for each app and remove ‘Add app activity to your timeline’ for individual apps.• How to control your privacy on new FB http://bit.ly/fbprivatelah 47

Facebook Video Chat• Powered by Skype• https://www.facebook.com/videocalling 48

Case study: Intel • Turning followers into brand ambassadors 49Source: Ekaterina Walter, Social Media Strategist, Intel

Get to know your audience 50

Make it fun with quirky questions, games, polls, surveys 51

Avoid automated updates* • Frequent automated status updates makes your Page inhuman • Facebook hides repeated updates in “Show Similar Posts” • Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day • Find a balance between “official” updates and being human and spontaneous* Exceptions: Long weekend or going on leave or reaching customers in differenttime zones. Do not post every tweet to FB, instead use Selective Tweets app and 52#fb to cross-post relevant tweets.

Encourage shares, @mentions, show gratitude for sharing• Use @<insert name of fan> to encourage interaction• Use of photos and videos gets a lot of traffic 53

Provide house rules ormoderation guidelines 54

Celebrate milestones 55

Important considerations• Promotion Guidelines: http://www.facebook.com/promotions_guidelines.php• Analytics: http://www.facebook.com/insights• Sponsored stories: https://www.facebook.com/ marketing• Facebook advertising: https://www.facebook.com/advertising• Free course on Facebook Pages: http://www.learnfacebookpages.com/ 56

Case study: MASEngaging bloggers using Facebook 57

MAS: Blogger outreach• As part of MAS blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme.• During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill.• Location: Malaysia Airlines Academy, Kelana Jaya 58

1. Photos first posted on MAS Facebook page 2. Re-posted on blogger’s blog with personal account of experience 3. Article re-posted on “Living Malaysian Hospitality” – MAS blogSource: http://www.facebook.com/#/album.php?aid=75488&id=52798899711http://lenaee.blogspot.com/2009/05/7.htmlhttp://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew 59

Source: Ogilvy, 360 Digital Influence 60

03. Facebook

by Julian Matthews

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03. Facebook Presentation Transcript