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

Who is Brad Kleinman
Brad Kleinman
Follow me @BradKleinman
10/1/2009 2

Outline
• Introduction
• Stats and Trends
• Facebook Basics
• Facebook Ads, Connect, & Share
, ,
• FB Public Profiles
• Homework
• Q&A
10/1/2009 3

Creating Your Marketing System
10/1/2009 4

Social Media Adoption
10/1/2009 From Marketing Sherpa 5

Pages are Booming!
10/1/2009 6

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

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

Facebook Demographics
InsideFacebook.com
10/1/2009 9

Facebook Demographic Growth
10/1/2009 10

Facebook is “Attention King”
Attention King
From AllFacebook.com
10/1/2009 11

Facebook – THE Social Network
10/1/2009 12

Facebook Basics – Navigation
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What s
What’s on your mind?
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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

Managing Friends and Lists
10/1/2009 16

Create at Least 3 Friend Lists
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Facebook Events
10/1/2009 18

Facebook Advertisements
http://www.facebook.com/advertising/
htt // f b k / d ti i /
10/1/2009 19

Facebook Share
10/1/2009 20

Facebook Connect
10/1/2009 21

Facebook Public Profiles
10/1/2009 22

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

Facebook Pages – Step 1
Pick
Pi k a category and name
t d
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Facebook Pages – Step 2
Upload
U l d your picture
i t
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Facebook Pages – Step 3
Add your information
i f ti
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Your ‘Canvas’
Canvas
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Facebook Pages – Step 4
Customize Your P
C t i Y Page
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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

Involver Apps
10/1/2009 30

Embed custom content with FBML
10/1/2009 31

Facebook Pages – Step 5
Publish!
P bli h!
10/1/2009 32

Public Profile Layout
10/1/2009 33

Adding a Fan Box Widget
Copy and paste this into your code
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Adding a Fan Box Widget
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Facebook Pages – Step 6
Frequently U d t and M
F tl Update d Measure
High
High High
High
Quality Frequency
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Measure Fan Size AND Interactions
Fan Size
Interactions
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Measure Quantity AND Quality of
Posts
Quantity of
Posts
Quality of
y
Posts
10/1/2009 38

Measure New Fans
10/1/2009 39

Measure Page Views
10/1/2009 40

Measure Media Consumption
10/1/2009 41

Measure Discussions
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Measuring Demographics
(snapshot)
( h )
10/1/2009 43

Measure Demographics
(over time)
( )
10/1/2009 44

Measure Active Fans
(this
( h week)k)
10/1/2009 45

Track Website Improvement
10/1/2009 46

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

Don’t just talk about yourself!
Don t
20%
80%
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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

Examples of Fantastic Pages
http://www.thekbuzz.com/cases
tudies/top40.aspx
10/1/2009 50

Internet Strategy Club
10/1/2009 51

H&M
10/1/2009 52

Dunkin
Dunkin’ Donuts
10/1/2009 53

Aflac
10/1/2009 54

Career Builder
10/1/2009 55

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

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

Quest o a d
Question and Answer
s e
10/1/2009 58

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