Mastering Social Media 3: Facebook


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Mastering social media Workshop 3 - Facebook slides (10 may 2012)

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  • Fans on a Facebook page can post photos, videos, links, discuss topics on the discussion board and comment on the Page wall – all depending on the settings outlined by the Page administrator/owner.Pages send status updates that appear in a fans’ Homepage. Friends can then Comment or ‘Like’ a status update that they find entertaining – which means increased engagement for the Page.When individuals ‘Like’ a Facebook Page the action appears in the news stream and Highlights section of the Homepage of the friends of the fanPages take advantage of Facebook’s in-house analytics engine, Facebook Insights. Facebook Pages can also have multiple administrators, meaning that the responsibility for uploading, moderating and updating content can be shared between several individuals. It is important to point out that any actions taken from your Facebook account as a Page administrator on your Page will show the Page’s name as the actor and not your personal name. Therefore Pages have the ability to comment on their own posted item or status update using the identity of the Page and not the Page administrator.Additional benefits of Facebook Pages are that they cost nothing to set up and there are no monthly fees for maintaining a Facebook Page. Pages can also become fans of other Pages, thus helping Pages affiliate themselves with other brands in a product line or public figures. Pages also have SEO benefits because they show up very high in search results for your brand or product. One is also able to control the default landing page tab when a user visits your Facebook Page.No limit to the number of fans of a Facebook Page
  • (a) A variety of Like buttons, potentially on each page of the website which will update Facebook Profile of website visitor when clicked. If the site is not going to be content rich this is less useful. If however, there is some killer content on the website that we would like to provide a viral effect, this could be relevant. For example, a Deals page or some such thing. (b) Activity button can show what friends are doing on the site (from the site). This is again more useful for information rich sites where there may be 1200 people and 10 friends that visit or have visited the site which influence how you navigate. (c) Can add a Comments element to any web page which updates a Facebook Profile. Feels less relevant for a site that isn't information intensive or blog style. (d) Recommendations - personalised suggestions for pages on your site they might like. Again geared towards heavy content sites.(e) Like box - like page and view stream directly from website. This is the sort of thing that could tie the website more closely to the FB presence. It is an embeddable Facebook Page. Perhaps more relevant for the Blog, if possible.(f) Other functions are around sites that have Sign ups or Registrations, again less relevant.- Login button- Registration - using FB for authenticationSource:
  • A. Publish Tweets on FacebookHere is the most popular Twitter Facebook Application. Use the Twitter for Facebook app to:* find and follow your Facebook friends who tweet* post your tweets to your Facebook profile or Facebook page* encourage your Facebook friends to follow you on Twitter!/apps/application.php?id=2231777543&v=infoOr be more selective in terms of which tweets are updates Publish Facebook Status Updates on TwitterChoose which pages and which status updates
  • Facebook Insights gives you key metrics such as the number of fans added per day, number of fans lost per day, unique views, page views, total fans, number of wall posts, photo views, video plays, audio plays, number of reviews and total interactions metrics. Facebook Insights is designed to tracks the effects of your Page promotion campaigns and does an adequate job.
  • Mastering Social Media 3: Facebook

    1. 1. ENERGISE2-0.COM Mastering Social Media Workshop 3Implementation and Performance Measurement (Facebook) Dr. Jim Hamill Alan Stevenson Vincent Hamill May, 2012
    2. 2. ENERGISE2-0.COM
    3. 3. Channel Development• Facebook – An Overview• Channel Set-Up and Terminology• Integration Options• The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions• Facebook Tools and Applications• Performance Measurement ENERGISE2-0.COM
    4. 4. Facebook Overview ENERGISE2-0.COM
    5. 5. Facebook – what is it? • Facebook is a social network service and website launched in February 2004 • Facebook allows users to do the following: – create profiles with photos, lists of personal interests, contact information, and other personal information. – communicate with friends and other users through private or public messages and a chat feature. – Join, “like” or run common interest groups or pages (organized by business or brand) – advertise across the platformSource: Wikipedia and The Authors ENERGISE2-0.COM
    6. 6. Facebook Pages - Business Benefits1. Customer loyalty, repeat business, referral, ‘advocacy’2. Increased sales (sales / month) – F-Commerce3. Improved marketing effectiveness/efficiency4. Reputation/brand management5. Improved customer/market knowledge and insight6. Others? ENERGISE2-0.COM
    7. 7. Facebook• Whats changed…• the-best-recent-articles/• updates-1st-may-2012/ ENERGISE2-0.COM
    8. 8. Stop & Reflect Facebook Exercise 1 Vision and Strategy What do you want to use it for? What business benefits do you hope to derive?How will Facebook help you achieve your core business objectives?What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? ENERGISE2-0.COM
    9. 9. Facebook ENERGISE2-0.COM
    10. 10. How big is it? ENERGISE2-0.COM
    11. 11. The most important stat is whetheryour most valuable current and potential ‘customers’ are hanging out on Facebook ENERGISE2-0.COM
    12. 12. Profile: News Feed ENERGISE2-0.COM
    13. 13. Profile: Wall has become Timeline• ENERGISE2-0.COM
    14. 14. Profile: Wall has become Timeline• ENERGISE2-0.COM
    15. 15. Page: Used to look like this… ENERGISE2-0.COM
    16. 16. Page: But now looks like this… ENERGISE2-0.COM
    17. 17. Page: But now looks like this… ENERGISE2-0.COM
    18. 18. Facebook Pages -Key Features • Facebook Pages are built around a Timeline concept – you decide the type of timeline and other info • Individuals can ‘Like’ pages, this action appears on the News Feed of their friends. Individuals can post, like (a post), comment, and share. • FB Pages send status updates that appear in a likers’ homepage; FB Pages can post, like, comment and share. • FB Pages access in-house analytics, Facebook Insights and can have multiple administrators • FB Pages are free and are unlimited in terms of likers. They can control the landing page a user first sees.Source: The Authors and on Scrbd ENERGISE2-0.COM
    19. 19. Facebook Pages• FB Pages have SEO benefits - featuring high in search results for your brand or product.• Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels• It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships• Adopt a ‘customer led’ approach ENERGISE2-0.COM
    20. 20. Getting Started• Go to Facebook. Click on the “Create a Page"• Choose a category. Choose between: “local business or place”, “company, organisation or institution”, “brand or product”, “artist, band or public figure”, “entertainment”, “cause or community”. Choose a sub-category. And complete business details.• Link to a Facebook Account. Update your Page across: Category/ page name; Image; Default Filter; Admin View; Settings; Basic Information; and Permissions• Suggest your Page to others• See if your contacts are on Facebook. After you fill out basic info, youll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts ENERGISE2-0.COM
    21. 21. Applications ENERGISE2-0.COM
    22. 22. Integration Options ENERGISE2-0.COM
    23. 23. • You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube ENERGISE2-0.COM
    24. 24. Facebook Likes ENERGISE2-0.COM
    25. 25. Facebook + Websites / Blogs• Like buttons (update Facebook profile when clicked)• Activity button (show what friends are doing on the site)• Add Comments (add comments to any web page)• Recommendations (suggestions for web pages)• Like box (view Facebook Page stream from website)• Website Login / Registration authentication through Facebook ENERGISE2-0.COM
    26. 26. Facebook and Twitter• Publish Tweets on Facebook• Publish Facebook Status Updates on Twitter ENERGISE2-0.COM
    27. 27. Stop & Reflect Facebook Exercise 2Make sure you understand the following terms: – Layout: Profile, Page, Timeline, News Feed, Account Settings, Search – Design – profile images - can be customised – Like (Page) – Post – Like (Post) – Comment – Share – FBML / Integration – Applications ENERGISE2-0.COM
    28. 28. Key Success Factors The 4Cs of Building aSuccessful Facebook Channel ENERGISE2-0.COM
    29. 29. The 4Cs Framework• Customers – engage with the right ‘customers’ and build your community• Content – be ‘customer led’ and add value• Conversations – Facebook is not a broadcast channel. It is marketing as a ‘conversation’• Conversions – the ‘call-to-action’; core business objectives ENERGISE2-0.COM
    30. 30. Stop & Reflect Facebook Exercise 3 Facebook Exercise 3Who are your customers – who do you wish to engage with on Facebook? ENERGISE2-0.COM
    31. 31. Building Your Community• Use ‘Friend Finder’/ ‘People You May Know’ to send friend request to five people• Use the search facility to join/‘like’ three relevant groups/pages• Explore the potential Return on Investment from Facebook Advertising• Invite friends by email using ‘Invite Friends’• ‘Suggest to Friends’ ENERGISE2-0.COM
    32. 32. Building Your Community• Embed Facebook widget/link on your web site/blog• Invite your email/ezine subscribers• Add social media profiles to your email signature file• The potential for running an incentivised Facebook Advert• Add page link/badge to your profile page ENERGISE2-0.COM
    33. 33. Building Your Community• Actively participate in relevant groups/pages – tagging your post• Offline marketing of your Facebook Page• Think about the best way of creating a viral campaign• Once you reach 25 ‘likers’, register your own unique address – ENERGISE2-0.COM
    34. 34. Content• Frequency – how often to post or update• Topic – 5 key topics focusing on key customer groups• Type (update, video, image) – mix it up, photos and videos can be more engaging• Own/Other Peoples Content (OPC) – look for other content to share• Tone/theme – friendly, informal, warm, welcoming, advisory, facilitative, authoritative• Sources of Inspiration – have some examples of your ideal page• Participation in other groups/ pages – comment and interact more widely ENERGISE2-0.COM
    35. 35. Conversations• Engage in other relevant FB pages/groups• Look for opportunities to stimulate a discussion and encourage user generated content on your own Page• Encourage shares, likes and comments• Create a Response Policy for FB (perhaps a wider initiative across all channels) ENERGISE2-0.COM
    36. 36. Engagement• For status updates, try ending with a question.• Add your own comments as needed to get the ball rolling.• Come back and reply often to your fans’ comments• Agree an appropriate Response Policy ENERGISE2-0.COM
    37. 37. Stop & Reflect Facebook Exercise 4 Evaluate your current Content/Conversation approach?Make recommendations for improvement ENERGISE2-0.COM
    38. 38. Conversion• Look for opportunities to make a sale, generate an enquiry, create a referral• Be subtle• Facebook is not a sales channel ENERGISE2-0.COM
    39. 39. Managing Facebook ENERGISE2-0.COM
    40. 40. Managing Facebook• Third-Party Software can make managing one or more Facebook Pages easy. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the same application on your desktop and your mobile phone – Hootsuite – TweetDeck – HyperAlerts ENERGISE2-0.COM
    41. 41. Hootsuite ENERGISE2-0.COM
    42. 42. Hootsuite Hootsuite amongst the first to have a mobile client for Facebook Pages ENERGISE2-0.COM
    43. 43. Stop & Reflect Facebook Exercise 5Review and evaluate some of the Facebook Tools and Applications listed on our blog ENERGISE2-0.COM
    44. 44. PerformanceMeasurement ENERGISE2-0.COM
    45. 45. Performance Measurement• It is critical to measure the performance of your Facebook activities• This can be done in two ways – ‘lag’ and ‘lead’ measures• ‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc• ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives• These could include.... ENERGISE2-0.COM
    46. 46. Performance Measurement• Involvement – the number and quality of people involved in Facebook• Interaction – the number of comments and likes• Intimacy – the affection or aversion to your company or brand on Facebook• Influence – recommendation in terms of shares on Facebook• Insight – actionable insight on the Facebook Page• Impact – sales recorded on GA, enquiriesThere are a number of tools available for monitoring your Facebook performance, including: ENERGISE2-0.COM
    47. 47. Facebook Insights ENERGISE2-0.COM
    48. 48. SocialBakers ENERGISE2-0.COM
    49. 49. Simply Measured ENERGISE2-0.COM
    50. 50. Stop & Reflect Facebook Exercise 6Use one or more of the following tools to monitorthe performance of a Facebook Page of your ownchoice• Facebook Insights• Social Baker• Hootsuite• Simply Measured Free social-media-tools/ ENERGISE2-0.COM
    51. 51. Stop & Reflect Facebook Exercise 7 Organisation, People and Resource AspectsDo you have the right organisational ‘culture’ and ‘mindset’ forthis channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? ENERGISE2-0.COM
    52. 52. FacebookDo’s and Dont’s ENERGISE2-0.COM
    53. 53. Do’s and Don’t’s• Don’t Get Too Personal – On a Facebook Page you are representing a company or brand - keep the conversations warm but professional• Don’t Overpost – Always try to create valuable, engaging posts. Make music not noise• Don’t Under-Post – Your customers are there for an engaging experience, don’t neglect your Page or the needs of your network! ENERGISE2-0.COM
    54. 54. Do’s and Don’t’s• Do look for opportunities to engage – Always look for opportunities to widen out the conversation – be a good facilitator• Do - be attentive – Respond as quickly as possible – within hours not days.• Do let people know you exist – Don’t be afraid to promote your Page offline and online• Do engage on other Pages – Where your customers hang out ENERGISE2-0.COM
    55. 55. Thank YouQuestions ENERGISE2-0.COM