Entre 528 Social Media for ManagersSession 2April 6, 2013 Spring 2013 | Entre 528
Today’s Schedule• Housekeeping / In the News• 30-45 min: Slides • Facebook Engagement • Influencer Identification • Content Marketing vs Social Media• 30-45 min: Discussion – Assignments• Break• 45 min: Slides • Personal Branding • Building a Social Culture • Social Tools• 30 min Discussion – Projects in Motion • What worked / what didn’t Spring 2013 | Entre 528 2
Facebook Cover Image Rules• No contact details – ie: no website address, no phone number, no email and so on.• No pricing or purchase information• No “user interface element” – ie: you can’t ask for, mention or even use a graphic to point to Like, Share or any other Facebook feature.• No calls to action – ie: ‘Get yours now’• Do not use an image you do not own or have the rights to use, that is false, deceptive or misleading. Spring 2013 | Entre 528 http://www.marketinggum.com/what-you-cannot-do-on-facebook-page-admins-read-these-rules/
Successful Facebook Marketing Relies On 3 Things: • Interesting content – Draft 7-10 ideas of interesting tidbits to share, ie what are the top 10 questions people always ask you about your product/service? – What pictures do you have to illustrate some of your points from the day before? – Can you share screenshots for examples? – What about pictures of your office or stock photos. – Ask questions to get people to do something Spring 2013 | Entre 528 http://www.blogher.com/how-manage-your-facebook-marketing-30-minutes-day?
Successful Facebook Marketing Relies On 3 Things: • Consistency – Schedule posts using a tool like Hootsuite or Facebook’s scheduling tool. – Try out different times of day. Schedule some in the morning, some in the afternoon and some at night depending on your audience. – Figure out how to post to your Facebook Page via your smartphone. Spring 2013 | Entre 528 http://www.blogher.com/how-manage-your-facebook-marketing-30-minutes-day?
Successful Facebook Marketing Relies On 3 Things: • Engaged audience – “Like” other Pages. They can be friend’s business pages and people who could be possible alliances. – Start looking at social media marketing as a way to connect with people and build on your in person marketing efforts. – Comment on and “like” their posts. – Join Groups on Facebook. Spring 2013 | Entre 528 http://www.blogher.com/how-manage-your-facebook-marketing-30-minutes-day?
Generating Engagement • Make it Personal • Use Visuals • Launch Contests (Using approved apps) • Humor • Spotlight Employees • Respond • Post at Optimal Times Spring 2013 | Entre 528 http://www.slideshare.net/wire321/how-to-engage-fansonfacebook
Generating Engagement • Post more than 1x per day • Discuss Current Events • Ask Questions • Understand Audience • Mix Up Content • Invite People to Like Your Page • Pin More Compelling Posts Spring 2013 | Entre 528 http://www.slideshare.net/wire321/how-to-engage-fansonfacebook
Facebook Promotion Rules You Cannot • Run any sort of promotion, competition, sweepstakes etc on your Facebook page using Facebook’s features and functionality • Use any Facebook features or functionality as part of the promotion or participation other than liking your page, checking in or connecting to your app. • Use Facebook features or functionality as a promotion’s registration or entry mechanism • Notify winners through Facebook • You must include a disclaimer that releases Facebook of any responsibility Spring 2013 | Entre 528 http://www.marketinggum.com/what-you-cannot-do-on-facebook-page-admins-read-these-rules/
Edgerank• EdgeRank is the Facebook algorithm that decides which stories appear in each users newsfeed. The algorithm hides boring stories, so if your story doesnt score well, no one will see it.• Every action their friends take is a potential newsfeed story. Facebook calls these actions "Edges."• Facebook created an algorithm to predict how interesting each story will be to each user. Facebook calls this algorithm "EdgeRank" because it ranks the edges. Then they filter each users newsfeed to only show the top-ranked stories for that particular user. Spring 2013 | Entre 528
Edgerank Factors• Affinity – Affinity Score means how "connected" a particular user is to the Edge. For example, Im friends with my brother on Facebook. In addition, I write frequently on his wall, and we have fifty mutual friends. I have a very high affinity score with my brother, so Facebook knows Ill probably want to see his status updates.• Edge Weight• Time Decay Spring 2013 | Entre 528 http://edgerank.net/
Edgerank Factors• Affinity• Edge Weight – Each category of edges has a different default weight. In plain English, this means that comments are worth more than likes. – By default, you are more likely to see a story in your newsfeed about me commenting on a fan page than a story about me liking a fan page. – Facebook changes the edge weights to reflect which type of stories they think user will find most engaging. For example, photos and videos have a higher weight than links.• Time Decay Spring 2013 | Entre 528 http://edgerank.net/
Edgerank Factors• Affinity• Edge Weight• Time Decay – As a story gets older, it loses points because its "old news." – EdgeRank is a running score--not a one-time score. When a user logs into Facebook, their newsfeed is populated with edges that have the highest score at that very moment in time. Your status update will only hit the newsfeed if it has a higher score--at that moment in time--than the other possible newsfeed stories. – Facebook is just multiplying the story by 1/x, where x is the time since the action happened. This may be a linear decay function, or it may be exponential--its not clear. Spring 2013 | Entre 528 http://edgerank.net/
8 Keys to a Great Social Culture • Organize for Success • Enable and Guide • Build an Infrastructure • Communicate and Replicate • Strategize and Measure • Inspire and Lead • Innovate and Partner • Be Prepared Spring 2013 | Entre 528 Sourced from Ekaterina Walter (Deck in Blackboard Folder)
Discussion / Brainstorming • Why isn’t social media a purely marketing function? • What other parts of the org could benefit from showing thought leadership, and engaging with an audience Spring 2013 | Entre 528
More Discussion • Should Social Media come from an agency who specializes in social media… … or from the people who know the brand best Spring 2013 | Entre 528
• Free for all • No one in charge • “What was the password to our YouTube Page?”Spring 2013 | Entre 528
• Central group initiates and represents business units, funneling social strategy to one groupSpring 2013 | Entre 528
• Central group will help to provide an equal experience to other business unitsSpring 2013 | Entre 528
• Each business unit has semi autonomy, with an overarching tie back to central groupSpring 2013 | Entre 528
• Each individual in the organization is social enabled, but in a constant organized patternSpring 2013 | Entre 528