Facebook From the Inside Out


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  • Hi everybody! I am Ada Luz Restrepo… I work as an Analyst in the Spanish User Operations Department at Facebook.
  • Facebook en español is actually the exact same site but it’s translated in Spanish. All users have the option to change their language in the language tab at the bottom of any Facebook page. This way, someone looking at the site in Spanish in California is looking at the same content as someone logging in from Peru. The mission of Facebook in English or Spanish or in any other language is the same: to give people the power to share and make the world more open and connected.
  • I am here to give a brief overview of Facebook’s Spanish user base and how our users have been a very important part of the development of Facebook in Spanish…. I will also tell you how you can use Facebook Pages and Ads to make an effective campaign promoting your company, business...
  • Let’s see now who is on Facebook.
  • More than 500 million people from all around the world are active users in Facebook.
  • In fact:* People spend over 700 billion minutes per month on Facebook * 50% of our active users log on to Facebook in any given day* Average user has 130 friends
  • Let’s talk about Facebook around the world… because remember our mission is to keep the world open and connected…
  • About 70% of our users live outside the United States…
  • And roughly 15% or them live in Spanish speaking countries. Among those Spanish speaking countries we have identified Spain, Chile, Mexico and Colombia, as our top countries where people use the site most actively… of course we also have an important number of people using the site in Spanish from non-Spanish speaking countries like United States.
  • Now, let’s talk about the site in Spanish…how did we go from Facebook to Facebook en español?
  • We used an unique way to translate the site into more than 90 languages… We asked our users to translate Facebook through a translation application that allowed them to submit the translations and vote on other user’s translations. Why are we doing it this way?Speed: Depending on the size and model of the community, translations can be completed in days or weeks vs. months which are usually needed when using professional services for large volumes of text Quality: Our users are our “industry experts”, they know the product Reach: Accessible to more users and more languages than we could otherwise support, including speakers of commonly ignored languages. The site is translated into 90 languages and 400,000 users have contributed so far…. The site took about 1 week to get translated into Spanish using our translation application.
  • There are lots of great ways companies can use Facebook to connect with customers and stakeholders, but all of these generally fall into one of two categories: Facebook Pages and Facebook Ads.
  • Let’s talk about Facebook Pages:
  • The core of the Facebook Pages experience is the status update. [click] Here at the top of the page is the status update box, where you can update customers about sales, new offerings, or upcoming events, while customers in turn can ask questions and provide feedback. Every time you update your page’s status it appears in two places. [click] The first is on the page itself, where customers can see your updated and comment. The second is in the newsfeed of every Facebook user who likes your page.
  • But the Facebook page isn’t just for text updates. [click] Your business’ page is also a great way to share rich, interactive content.
  • Like your Photos
  • And of course your Videos
  • Facebook Pages also allow you to establish your presence … here we have an example of how Facebook search is another way your company can be found….
  • Here are some tips you can use to create a bigger impact while using Facebook Pages… you can apply these best practices using the site either in English, Spanish or while communicating to your bilingual audience:1- Create content worth sharing: Empower people to share and spread the word among their Facebook friends by giving them content to interact with and share…2- Join the conversation: as you an see in the screen shottotheright, even though UNICEF has his Page and his posts in English, some of the supporters have responded in Spanish opening the door for a bilingual conversation. 3- Use our Tools to increase the relevance of your Facebook Page: we offer great tools to get closer to your supporters. For example: - you can target your audience geographically or target your updates to specific group of supporters, - review Page Insights to see where your supporters are from, - Use your Notes and third party applications, - Tag other corporations, government agencies or non-profits when you want to link connections between Pages, - sty connected with Mobile updates - Design a custom landing tab for your Page to run special promotions or announcements like the one we are looking at the screenshot to the right. 4- Last but not least, make your site more social: use Facebook social plugins to connect wit your supporters across the web. Consider adding to your site the Like Button, Recommendations and Activity Feed.
  • What make social media fundamentally different than other types of media is the personalization… this is the power of targeting
  • And I brought the concept of “targeting” because we can’t talk about Facebook Ads without talking about targeting. This is how you can narrow down our massive audience to just the right consumers for corporation or non profit organization. The thing that makes Facebook targeting stand out from other targeting products online is that our targeting is based on real interests and affinities that users declare in the profiles. As an advertiser, if you are looking to target audiences by interest or keyword you are able to get quite narrow. [click] For instance, if you want to target Females 25 to 34 interested in traveling, we can identify and serve ads to that audience. Other sites have similar targeting options, but because Facebook is a place where people are authentic and want to keep their friends up to date, the data we use to target with is also real and timely.
  • Facebook Pages are an easy way to communicate with your customers, keeping them up-to-date on your companies latest happenings while letting them participate in a conversation with you. Facebook Ads provides a cheap, targetable way to drive traffic to a Facebook page or company website.Take into account that both options work in both languages… Toclose this presentation I’d like to show you a few Facebook pages that might interest you…
  • Please visitPR on Facebook, www./pr, tips, suggestions to improve your PR experience through Facebook… pretty much everything you need to knowYou can also visit our Facebook Business Development: www./bdAnd, A complete Guide to Facebook Ads, why advertising in Facebook, how that works… : www./adsmarketing
  • I want to thanks PR Newswire for having me, I hope I provided valuable information to all of you. As Crystie mentioned before, I’ll remain online for questions. Thanks.
  • Facebook From the Inside Out

    1. 1.
    2. 2. Facebook en EspañolFrom the inside out<br />Ada Luz Restrepo<br />Analyst, Spanish User Operations <br />Facebook<br />“Best Practices on Building a Corporate Facebook Fan Page for U.S. Hispanics.” <br />Hispanic PR Blog<br />
    3. 3. Agenda<br />
    4. 4. Who is on Facebook?<br />
    5. 5. 500 million+ 
active users<br />
    6. 6. Activity on Facebook<br />Interesting facts<br />
    7. 7. A connected world<br />
    8. 8. Around the world<br />About 70% of Facebook users are outside the US<br />
    9. 9. Hablamos Español<br />Roughly 15% of the users live in Spanish speaking countries<br />Top countries: Spain, Chile, Mexico and Colombia<br />
    10. 10. From English a Español<br />
    11. 11. Users have the final word<br />
    12. 12. Facebook Pages: Reaching your audience<br />
    13. 13. Pages facts<br /><ul><li>More than 20 million people connect to Facebook Pages each day
    14. 14. Over 75 million people are supporters of non-profit Pages on Facebook
    15. 15. The top 40 US Government Facebook Pages each have more than 1.5 million supporters</li></li></ul><li>Where conversation happens<br />
    16. 16. Where conversation happens<br />
    17. 17. Share your photos…<br />
    18. 18. … and your videos<br />
    19. 19. Facebook Search<br />
    20. 20. Pages best practices<br />Create content worth sharing<br /><ul><li>Join the conversation
    21. 21. Use Tools to increase relevance
    22. 22. Make your site social</li></li></ul><li>Facebook Ads: The power of targeting<br />
    23. 23. Profile based targeting<br />
    24. 24. Facebook resources for PR<br />
    25. 25. www.facebook.com/pr<br />www.facebook.com/bd<br />www.facebook.com/adsmarketing<br />