Building Your Facebook Public Profile - STEP-BY-STEP (on edufire)

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Brad Kleinman of WorkSmart Integrated Marketing discusses the importance of Facebook Public Profiles and how to get started today. Follow Brad at http://www.twitter.com/bradkleinman or …

Brad Kleinman of WorkSmart Integrated Marketing discusses the importance of Facebook Public Profiles and how to get started today. Follow Brad at http://www.twitter.com/bradkleinman or http://www.Facebook.com/brad.kleinman

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  • 1. Building Your Facebook Public ld b k bl Profile – STEP-BY-STEP STEP BY STEP Presented by ese ted by Brad Kleinman Follow me @BradKleinman 10/1/2009 1
  • 2. Who is Brad Kleinman Brad Kleinman Follow me @BradKleinman 10/1/2009 2
  • 3. Outline • Introduction • Stats and Trends • Facebook Basics • Facebook Ads, Connect, & Share , , • FB Public Profiles • Homework • Q&A 10/1/2009 3
  • 4. Creating Your Marketing System 10/1/2009 4
  • 5. Social Media Adoption 10/1/2009 From Marketing Sherpa 5
  • 6. Pages are Booming! 10/1/2009 6
  • 7. Facebook Stats – General Growth • More than 300 million active users • More than 150 million users log on each day • More than 2/3rds of users outside of college • The fastest growing demographic is 35+ years • About Ab t 70% of Ff Facebook users outside th US b k t id the From Facebook.com 10/1/2009 7
  • 8. Facebook Stats – User Engagement • Average user has 130 friends on the site • More than 6 billion minutes spent a day • More than 40 million users update their statuses once each day • More than 10 million users become fans of Pages each day From Facebook.com 10/1/2009 8
  • 9. Facebook Demographics InsideFacebook.com 10/1/2009 9
  • 10. Facebook Demographic Growth 10/1/2009 10
  • 11. Facebook is “Attention King” Attention King From AllFacebook.com 10/1/2009 11
  • 12. Facebook – THE Social Network 10/1/2009 12
  • 13. Facebook Basics – Navigation 10/1/2009 13
  • 14. What s What’s on your mind? 10/1/2009 14
  • 15. Building Relationships on Facebook • Friend filters • News feed scanning • Commenting / Liking • Meeting follow up • Facebook email • Keeping in touch • Facebook chat • Birthday greetings 10/1/2009 15
  • 16. Managing Friends and Lists 10/1/2009 16
  • 17. Create at Least 3 Friend Lists 10/1/2009 17
  • 18. Facebook Events 10/1/2009 18
  • 19. Facebook Advertisements http://www.facebook.com/advertising/ htt // f b k / d ti i / 10/1/2009 19
  • 20. Facebook Share 10/1/2009 20
  • 21. Facebook Connect 10/1/2009 21
  • 22. Facebook Public Profiles 10/1/2009 22
  • 23. Facebook Pages Versus Groups • Pages have more benefits than groups – Facebook Insights –MMore customization fl ibilit t i ti flexibility – Post on friend’s walls as the organization – Open to anyone, not just Facebook users b k – Obtain a vanity URL (over 100 fans) 10/1/2009 23
  • 24. Facebook Pages – Step 1 Pick Pi k a category and name t d 10/1/2009 24
  • 25. Facebook Pages – Step 2 Upload U l d your picture i t 10/1/2009 25
  • 26. Facebook Pages – Step 3 Add your information i f ti 10/1/2009 26
  • 27. Your ‘Canvas’ Canvas 10/1/2009 27
  • 28. Facebook Pages – Step 4 Customize Your P C t i Y Page 10/1/2009 28
  • 29. 8 Great Facebook Apps 1. 1 Video 5. 5 Social Fly 2. Polls 6. Slideshare 3. 3 Notes N 7. 7 Reviews R i 4. Static FBML 8. Involver http://mashable.com/2009/01/22/business‐facebook‐apps/ 10/1/2009 29
  • 30. Involver Apps 10/1/2009 30
  • 31. Embed custom content with FBML 10/1/2009 31
  • 32. Facebook Pages – Step 5 Publish! P bli h! 10/1/2009 32
  • 33. Public Profile Layout 10/1/2009 33
  • 34. Adding a Fan Box Widget Copy and paste this into your code 10/1/2009 34
  • 35. Adding a Fan Box Widget 10/1/2009 35
  • 36. Facebook Pages – Step 6 Frequently U d t and M F tl Update d Measure High  High High  High Quality Frequency 10/1/2009 36
  • 37. Measure Fan Size AND Interactions Fan Size Interactions 10/1/2009 37
  • 38. Measure Quantity AND Quality of Posts Quantity of  Posts Quality of  y Posts 10/1/2009 38
  • 39. Measure New Fans 10/1/2009 39
  • 40. Measure Page Views 10/1/2009 40
  • 41. Measure Media Consumption 10/1/2009 41
  • 42. Measure Discussions 10/1/2009 42
  • 43. Measuring Demographics (snapshot) ( h ) 10/1/2009 43
  • 44. Measure Demographics (over time) ( ) 10/1/2009 44
  • 45. Measure Active Fans (this ( h week)k) 10/1/2009 45
  • 46. Track Website Improvement 10/1/2009 46
  • 47. Update it regularly! Post photos of  Add video clips of  List an event for  products,  y your company in  p y y your grand  g employees, and  employees and action opening sales customers Reward your fans  Write a note about  Ask a question  with giveaways,  upcoming  through a poll or  sweepstakes, or  sweepstakes or promotions survey coupons 10/1/2009 47
  • 48. Don’t just talk about yourself! Don t 20% 80% 10/1/2009 48
  • 49. Create a Publishing Schedule Monday Tuesday Wednesday Thursday Friday Sat/Sun Content Area 1 C A X X Content Area 2 X X Content Area 3 X Quote / Joke /  X Random 10/1/2009 49
  • 50. Examples of Fantastic Pages http://www.thekbuzz.com/cases tudies/top40.aspx 10/1/2009 50
  • 51. Internet Strategy Club 10/1/2009 51
  • 52. H&M 10/1/2009 52
  • 53. Dunkin Dunkin’ Donuts 10/1/2009 53
  • 54. Aflac 10/1/2009 54
  • 55. Career Builder 10/1/2009 55
  • 56. 12 Tips and Best Practices 1. Maintain consistent messaging with high frequency and high quality 2. Measure engagement and report success 3. Choose your non-fans landing page 4. Get a vanity URL 5. Segment your fans with Facebook lists 6. Use Facebook Apps on your Public Profile 7. 7 Use custom FBML and customize your navigation 8. Create different content for fans versus non-fans 9. Cross promote your page on websites, email, blog, etc 10. Embed F B 10 E b d a Fan Box widget id t 11. Create your protocol – who will update? Who will moderate? 12. Establish a publishing schedule 10/1/2009 56
  • 57. Your Homework • Week 1 – Get started with your public profile – Share the page with 15 friends – Make a statement, share an article or link (measure engagement)t) • Week 2 – Establish your publishing schedule for the next month – Share the page with 15 more friends – Ask a question, create a poll, or create a discussion (measure engagement) • Week 3 – Upload a picture album or video – Publish a call-to-action for your fans – Post the public p p profile to y your p personal p g page 10/1/2009 57
  • 58. Quest o a d Question and Answer s e 10/1/2009 58
  • 59. Building Your Facebook Public ld b k bl Profile – STEP-BY-STEP STEP BY STEP Presented by ese ted by Brad Kleinman Follow me @BradKleinman 10/1/2009 59