Digital Briefing Facebook Bootcamp


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Digital Briefing Facebook Bootcamp

  1. 1. Facebook September 2009 Bootcamp
  2. 2. Agenda <ul><li>Getting started </li></ul><ul><li>Fanpage setup </li></ul><ul><li>Strategic approach to use Facebook </li></ul><ul><li>Measuring Success </li></ul>
  3. 3. Getting started…
  4. 4. If you are going to work with social media, be involved in social media. Start your own, Facebook page, Twitter account, read blogs and get engaged. That is the best way to understand the culture, tone, best practices, and protocol. 1. Know what you are talking about
  5. 5. When you are communicating in social media say who you are and who you work for. Don’t try to be sneaky and pretend to be one of the ‘punters’ in the discussion room, commenting without saying who you are. Misleading influencers is a ‘no-no’. You will be sniffed out. 2. Always be genuine and real
  6. 6. Social media success has to be built upon honesty and trust drawing from your organization’s core values and ideals.
  7. 7. Readers can see through sales talk. Be passionate about what you do and let that show through your personality. Let people see you as a person, not a mouthpiece. 3. Be yourself
  8. 8. It’s supposed to be a dialogue, not monologue 4. Listen to what others have to say Allow users to generate content on your Wall
  9. 9. Answer questions, thank people even if it’s just a few words. Make it a two way conversation. 5. Respond
  10. 10. Don’t be afraid to say you were wrong and be quick to make changes when you are. 6. Learn from your mistakes Appreciate suggestions and feedback, it will make what you do even better.
  11. 11. It’s a lot of work but if you only update once and leave it for 2 weeks, fans won’t have a reason to follow you if they can’t expect new content regularly. 7. Post frequently
  12. 12. What Works: Active Fan Engagement Nothing new to promote? Help people learn more about your company Engage in active conversation with Fans
  13. 13. What Works: Engaging Content Ask your fans questions and answer theirs – there is real value in creating a community around your event
  14. 14. What Works: Word-of-mouth Encourage fans to share and get participation from their friends
  15. 15. DON’T use social media to broadcast your everyday tasks. People’s time is precious. Make listening to you worth their time. 8. Add value Share tips, tricks, and insights. Make sure your posts are resourceful, entertaining or valuable to your fans
  16. 16. What Works: Event Coverage Use the findings as opportunity to pique interest for your event/product.
  17. 17. You don’t have to be 100% internally focused. Link to other blogs, videos, and news articles. Re-post what others have to say. 9. Be Connected
  18. 18. If you don’t like what you are doing, others will notice it and won’t enjoy interacting with you. 10. Have fun!
  19. 19. Fanpage setup
  20. 20.
  21. 24. How To Upload your Profile Picture
  22. 25. How to Create a Event
  23. 28. How to Create a Photo Album
  24. 30. Other Applications
  25. 31. The video is under 1024 MB and under 20 minutes .
  26. 32. <ul><li>Run Simple Contest </li></ul><ul><li>Promotions </li></ul><ul><li>Information </li></ul>
  27. 34. HELP! I need HELP!!
  28. 35. You’ve built a presence. Now what?
  29. 36. Strategic approach to use Facebook <ul><li>Define the roles and responsibilities internally amongst your team members </li></ul><ul><li>Customer service </li></ul><ul><li>Crisis Management </li></ul><ul><li>Business Development </li></ul><ul><li>Product Promotion & Sales </li></ul><ul><li>Event Coverage </li></ul><ul><li>Issue Advocacy </li></ul>
  30. 37. Strategic approach to use Facebook 2. Follow the conversation relevant to your field <ul><li>Customer Service </li></ul>Your customers & potential customers Your brand, product and relevant issues Industry leaders, similar interest groups, news/media Those interested/attending event, media Current and potential customers, those interested in similar products Those interested in your cause, industry leaders, news/media <ul><li>Crisis Management </li></ul><ul><li>Business Development </li></ul><ul><li>Event Coverage </li></ul><ul><li>Product Promotions & Sales </li></ul><ul><li>Issues Advocacy </li></ul>
  31. 38. Strategic approach to use Facebook 3. Create content to build your profile and reputation <ul><li>Customer Service </li></ul>Insight, expertise, become a thought leader Links to online promos, insider info on upcoming sales/discounts Added value – advice, alert, tips <ul><li>Crisis Management </li></ul><ul><li>Business Development </li></ul><ul><li>Event Coverage </li></ul><ul><li>Product Promotions & Sales </li></ul><ul><li>Issues Advocacy </li></ul>Content relevant to your customers – guide, tips, co. info Additional resources, updated information, explanation Event information, updates, behind the scenes coverage
  32. 39. Strategic approach to use Facebook 4. Engage your customers/communities Jump in the conversation. Be transparent and add value Check replies and answer questions, provide info when needed Know your fans, thank them for their support, get them involved Answer questions, respond to comments about your service Answer questions, respond to comments, raise issues, provide info Setup discussions, talk to attendees, ask and answer questions <ul><li>Customer Service </li></ul><ul><li>Crisis Management </li></ul><ul><li>Business Development </li></ul><ul><li>Event Coverage </li></ul><ul><li>Product Promotions & Sales </li></ul><ul><li>Issues Advocacy </li></ul>
  33. 40. Reach Measuring Success <ul><li>Number of fans </li></ul><ul><li>Number of brand mentions on walls </li></ul><ul><li>Number of news updates x fans </li></ul><ul><li>Number of discussion topics </li></ul><ul><li>Number of wall posts on fan page </li></ul><ul><li>Number and tone of reviews posted </li></ul><ul><li>Amount of content or offers shared </li></ul><ul><li>Video views </li></ul>Engagement <ul><li>Number of contest entries </li></ul><ul><li>Offline actions driven by coupons or special offers </li></ul><ul><li>Click through for advertisements </li></ul><ul><li>Web traffic generated </li></ul>Action