Best Practices on Facebook


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Best Practices on Facebook

  1. 1. Best Practices on How & Why All Companies, Brands and Non-Profits Should Be Engaging With Customers and Fans Through Facebook Dave and Carrie Kerpen May 20, 2009
  2. 2. Welcome! Two ways to ask questions: 1. Twitter: Go to, enter the room #Womma and direct questions to @ theKbuzz (or use #womma as a hashtag) 2. Post questions in the webinar “Question” bar And now…it’s time for PRIZES!
  3. 3. About theKbuzz - Company was formed when its founders were married on a ballfield, in a sponsored wedding that garnered $100,000 in sponsorships and $20,000 for charity– attracting national and international press. - Social Media and Word of Mouth Firm dedicated to authentically amplifying the conversation around our clients. - Provide strategy and execution for clients entering the social media space - Winner, 2008 WOMMIE, from the Word of Mouth Marketing Association -As of 5/20 have built and/or managed 100+ Facebook Public Profiles
  4. 4. The Shocking Truth As many people use social media as use email! This number will only grow! •Email and Text Messaging data source 2008 MRI •Google data source to ComScore •Social media data source 2008 Cone Institute Study
  5. 5. In September 2008, a study on social media was completed by The Cone Institute. It found: – 184,000,000 Americans use social media. – 93% of those Americans believe that companies should have a presence on those social mediums – 85% believe that companies should not only be present, but should regularly interact with their customers on social media.
  6. 6. What this means for you… Word of Mouth will always be the best form of advertising for your organization. Friends will always take advice from friends…
  7. 7. But with Social Media, the definition of “Friends” has changed drastically
  8. 8. Joining the conversation using Why it’s not a question of if but when you will join the conversation.
  9. 9. There are over 225 million users of Facebook, many of whom spend time over 2 hours per day on the site. It’s not just for kids anymore! The most rapidly growing demos on the most rapidly growing social network are women 25-54! Targeting opportunities are unparalleled! You can target by: age, zip code, marital status, children, interests, and pets, and hundreds of other keyword categories. Facebook‘s natural virality allows users to endorse your center with the click of a button to hundreds of their friends. Your BUSINESS! Wild Waters All Natural Kids Drink
  10. 10. Is THIS a bad thing?
  11. 11. The Coca Cola Fairytale …
  12. 12. Can Your Brand Afford To Be Brandjacked?
  13. 13. Why Your Brand Cannot Afford To Be Brandjacked… While it’s a GREAT thing to have fans who LOVE your brand, you need to be able to interact, direct, and engage in conversations. The Facebook Public Profile is your public persona on a site with 225 million ACTIVE users that expect to interact with your brand.
  14. 14. Introducing… The Public Profile Your communication vehicle for your customers, clients, fans, and contacts
  15. 15. The Beauty of The Facebook Public Profile: Public Profiles Are Functional Addicting Business-focused
  16. 16. Status Tabs Description How Your Public Fans Profile Works: A Brief Callout Overview Boxes Wall
  17. 17. Effective Use of Tabs Tabs can be customized, and can feature a different application on each tab. A Facebook Public Profile now really acts as a microsite for your business. Bonus! You can target social ads to hit different tabs of your Public Profile!
  18. 18. The Settings Button Is Your Friend! Settings allow you to customize where fans and potential fans land when they find your page. People who already love you can see something different than people who are not yet your fans! This provides a unique opportunity…
  19. 19. Speak Directly To Your Fans-To-Be Custom Landing Page Custom space with a new expanded width allows you to welcome new fans with a specific message geared towards them. Create coupons, contests, offers, research papers, etc. - VALUABLE content that they receive when becoming a fan.
  20. 20. The Beautiful “Boxes” Tab Boxes Tab is chock full of your greatest stuff…all your FBML, custom applications, and beyond… Allows users to have one space with a lot of your most important information. Hint: Not able to create a unique landing page for new fans? Direct them to land on the boxes tab!
  21. 21. The New Public Profile Wall… The Importance of Public Response Follow the D.N.D. rule… DO NOT DELETE! Unless a wall response has hateful or offensive language, the correct thing to do is RESPOND. Respond publicly, and individually message a follow up. Far more people are looking at Public Profile walls than former fan pages.
  22. 22. And Don’t Forget About: STATUS UPDATES! Companies can now update their statuses….and it will show up in the feeds of their fans!!! Hint: Be “Like-able” The new Public Profile allows an organization to experience the same instant viral effect that personal profiles have…thus eliminating the unnatural “friending” of businesses that violate Facebook’s Terms of Service.
  23. 23. Facebook Best Practices: – Make your Public Profile a place filled with valuable content. – Give your fans a reason to become fans. – Use updates to ask questions and elicit response, not deliver press releases – Engage fans through creative content – Think of your page in terms of being for your fans, not being for your brand – Hypertarget with Social Ads and with Updates – Give fans reasons to post content on your profile page – Worry less about developing a custom good application, and worry more about creating good conversation – Monitor conversation – Thank and respond to the positive  – Respond even more diligently to the negative!
  24. 24. 10 Facebook Public Profiles Worth Paying Attention To:
  25. 25. Case Study: Aflac It’s not always about the brand itself.
  26. 26. Case Study: NYC Dept. of Health*** (full disclosure- a *** indicates a client of theKbuzz) Bringing Community Together
  27. 27. Case Study: Papa John’s Bringing Your Functionality Within Facebook.
  28. 28. Case Study: H&M When a large brand responds…
  29. 29. Case Study: Verizon*** Customer Satisfaction AND fun!
  30. 30. Case Study: Watchmen Relevant and buzz-worthy applications!
  31. 31. Case Study: Fibromyalgia & Fatigue Centers*** Letting the community speak for itself.
  32. 32. Case Study: Grey’s Anatomy Facebook- only content
  33. 33. Case Study: The Learning Tower*** Smaller Brands Succeeding!
  34. 34. Case Study  Skittles All Sizzle… No Engagement
  35. 35. Beyond Your Public Profile… Facebook Social Ads Grow your fan base beyond its organic rate using Facebook social ads (with social actions) that link to your page– Hypertargeting your demographic!
  36. 36. How To Evaluate Your Work:
  37. 37. Some things to do first. Research your brand on Facebook. Research your competitors. Look at what you like and what you don’t. Develop your strategic vision. Sketch out what you are looking to do. Who do you want to reach, and what do you want to tell them when they find you! Hint: Get familiar with Static:FBML! Facebook Social Ads: Now you can link them to specific tabs on your public profile! Link to different TABS! Hint: Test out some HIGHLY targeted ads to minimize cost
  38. 38. Ways theKbuzz Can Help You: Free resources from theKbuzz: Visit our blog or our Facebook Page for constant tips on your entrance into the social media space. For Sole Proprietors and Small Businesses (up to 4 employees): Seamless execution… thePageStarter: USE CODE “WEBINAR” FOR 25% OFF– FIRST 50 SIGNUPS ONLY. Looking for a complete social media strategy, plan & execution? Try Social Ideation! Email or call 718.416.2899.
  39. 39. Thank You! Follow us @thekbuzz on Twitter (Also @carriekerpen and @davekerpen) Fan us @ Link in with us @ Or, call us anytime @ 718-416-2899