Building Your Facebook Public
     ld             b k bl
     Profile – STEP-BY-STEP
               STEP BY STEP


       ...
Who is Brad Kleinman




                           Brad Kleinman
                          Follow me @BradKleinman




10...
Outline
•   Introduction
•   Stats and Trends
•   Facebook Basics
•   Facebook Ads, Connect, & Share
                  ,  ...
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
• ...
Facebook Stats – User Engagement

• Average user has 130 friends on the site
• More than 6 billion minutes spent a day
• M...
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




10/1/2009              13
What s
            What’s on your mind?




10/1/2009                    14
Building Relationships on Facebook

•   Friend filters        •   News feed scanning
•   Commenting / Liking   •   Meeting...
Managing Friends and Lists




10/1/2009                16
Create at Least 3 Friend Lists




10/1/2009                17
Facebook Events




10/1/2009                 18
Facebook Advertisements
   http://www.facebook.com/advertising/
   htt //      f   b k      / d ti i /




10/1/2009      ...
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 ib...
Facebook Pages – Step 1
            Pick
            Pi k a category and name
                     t        d




10/1/200...
Facebook Pages – Step 2
               Upload
               U l d your picture
                           i t




10/1/20...
Facebook Pages – Step 3
              Add your information
                       i f    ti




10/1/2009                 ...
Your ‘Canvas’
                  Canvas




10/1/2009                   27
Facebook Pages – Step 4
              Customize Your P
              C t i Y        Page




10/1/2009                    ...
8 Great Facebook Apps
1.
1    Video                   5.
                             5    Social Fly
2.   Polls          ...
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




10/1/2009                                  ...
Adding a Fan Box Widget




10/1/2009                35
Facebook Pages – Step 6
            Frequently U d t and M
            F      tl Update d Measure




                   H...
Measure Fan Size AND Interactions


      Fan Size




   Interactions



10/1/2009                   37
Measure Quantity AND Quality of
               Posts

    Quantity of 
      Posts




     Quality of 
           y
     ...
Measure New Fans




10/1/2009                 39
Measure Page Views




10/1/2009                   40
Measure Media Consumption




10/1/2009             41
Measure Discussions




10/1/2009                   42
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, 
    ...
Don’t just talk about yourself!
  Don t

                    20%




            80%




10/1/2009                 48
Create a Publishing Schedule

                  Monday   Tuesday   Wednesday   Thursday   Friday   Sat/Sun




Content Are...
Examples of Fantastic Pages

        http://www.thekbuzz.com/cases
               tudies/top40.aspx


10/1/2009           ...
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...
Your Homework
• Week 1
    – Get started with your public profile
    – Share the page with 15 friends
    – Make a statem...
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


       ...
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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 http://www.Facebook.com/brad.kleinman

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

  1. 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. 2. Who is Brad Kleinman Brad Kleinman Follow me @BradKleinman 10/1/2009 2
  3. 3. Outline • Introduction • Stats and Trends • Facebook Basics • Facebook Ads, Connect, & Share , , • FB Public Profiles • Homework • Q&A 10/1/2009 3
  4. 4. Creating Your Marketing System 10/1/2009 4
  5. 5. Social Media Adoption 10/1/2009 From Marketing Sherpa 5
  6. 6. Pages are Booming! 10/1/2009 6
  7. 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. 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. 9. Facebook Demographics InsideFacebook.com 10/1/2009 9
  10. 10. Facebook Demographic Growth 10/1/2009 10
  11. 11. Facebook is “Attention King” Attention King From AllFacebook.com 10/1/2009 11
  12. 12. Facebook – THE Social Network 10/1/2009 12
  13. 13. Facebook Basics – Navigation 10/1/2009 13
  14. 14. What s What’s on your mind? 10/1/2009 14
  15. 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. 16. Managing Friends and Lists 10/1/2009 16
  17. 17. Create at Least 3 Friend Lists 10/1/2009 17
  18. 18. Facebook Events 10/1/2009 18
  19. 19. Facebook Advertisements http://www.facebook.com/advertising/ htt // f b k / d ti i / 10/1/2009 19
  20. 20. Facebook Share 10/1/2009 20
  21. 21. Facebook Connect 10/1/2009 21
  22. 22. Facebook Public Profiles 10/1/2009 22
  23. 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. 24. Facebook Pages – Step 1 Pick Pi k a category and name t d 10/1/2009 24
  25. 25. Facebook Pages – Step 2 Upload U l d your picture i t 10/1/2009 25
  26. 26. Facebook Pages – Step 3 Add your information i f ti 10/1/2009 26
  27. 27. Your ‘Canvas’ Canvas 10/1/2009 27
  28. 28. Facebook Pages – Step 4 Customize Your P C t i Y Page 10/1/2009 28
  29. 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. 30. Involver Apps 10/1/2009 30
  31. 31. Embed custom content with FBML 10/1/2009 31
  32. 32. Facebook Pages – Step 5 Publish! P bli h! 10/1/2009 32
  33. 33. Public Profile Layout 10/1/2009 33
  34. 34. Adding a Fan Box Widget Copy and paste this into your code 10/1/2009 34
  35. 35. Adding a Fan Box Widget 10/1/2009 35
  36. 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. 37. Measure Fan Size AND Interactions Fan Size Interactions 10/1/2009 37
  38. 38. Measure Quantity AND Quality of Posts Quantity of  Posts Quality of  y Posts 10/1/2009 38
  39. 39. Measure New Fans 10/1/2009 39
  40. 40. Measure Page Views 10/1/2009 40
  41. 41. Measure Media Consumption 10/1/2009 41
  42. 42. Measure Discussions 10/1/2009 42
  43. 43. Measuring Demographics (snapshot) ( h ) 10/1/2009 43
  44. 44. Measure Demographics (over time) ( ) 10/1/2009 44
  45. 45. Measure Active Fans (this ( h week)k) 10/1/2009 45
  46. 46. Track Website Improvement 10/1/2009 46
  47. 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. 48. Don’t just talk about yourself! Don t 20% 80% 10/1/2009 48
  49. 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. 50. Examples of Fantastic Pages http://www.thekbuzz.com/cases tudies/top40.aspx 10/1/2009 50
  51. 51. Internet Strategy Club 10/1/2009 51
  52. 52. H&M 10/1/2009 52
  53. 53. Dunkin Dunkin’ Donuts 10/1/2009 53
  54. 54. Aflac 10/1/2009 54
  55. 55. Career Builder 10/1/2009 55
  56. 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. 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. 58. Quest o a d Question and Answer s e 10/1/2009 58
  59. 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

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