Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

More Visibility Social Media Facebook


Published on

This powerpoint explores how to maximize Facebook in business. Also covers some of the newest features they just rolled out related to business pages/profiles.

Published in: Technology, Business
  • Be the first to comment

More Visibility Social Media Facebook

  1. 1. SOCIAL MEDIA BOOTCAMP PART 1 Tactics & Techniques to Maximize Facebook
  2. 2. Today’s Presenters <ul><li>Joe Teixeira </li></ul><ul><li>Manager of Web Intelligence, MoreVisibility </li></ul>April Nelson Director of Strategic Accounts, MoreVisibility
  3. 3. Presentation Overview <ul><li>Channel Strategy & Business Goals </li></ul><ul><li>Pages, Profiles, and Groups </li></ul><ul><li>What is the SEO Value? </li></ul><ul><li>How To Set up a Page </li></ul><ul><li>Building a Fan Base </li></ul><ul><li>Tracking Performance </li></ul><ul><li>Changes in the Works to Pages </li></ul>
  4. 4. CHANNEL STRATEGY Understanding the Channel & Setting Your Expectations Accordingly
  5. 5. A Brief History <ul><li>February 2004 Emerged as a Basic Directory </li></ul><ul><ul><li>Required Users to Visit each Friend’s Profile to find Updates </li></ul></ul><ul><li>2006 Launched News Feed </li></ul><ul><ul><li>Friends’ Updates to Your Home Page </li></ul></ul><ul><li>2007 Introduced “Social Graph” </li></ul><ul><ul><li>Relationship / mapping of people’s connections </li></ul></ul><ul><li>September 2008 Launched NEW Profile layout </li></ul><ul><ul><li>Focus on a Stream of Updates versus unchanging content </li></ul></ul>Make Facebook a place for people to connect with and keep track of all the interests in their lives
  6. 6. Common Objections for Business Use <ul><li>Evaluating Performance </li></ul><ul><ul><li>Meeting Goals </li></ul></ul><ul><ul><li>Measuring ROI </li></ul></ul><ul><li>Loss of Control </li></ul><ul><li>Our Customers Don’t Use This Stuff </li></ul><ul><li>Only Big Brands Succeed </li></ul><ul><li>No Time to Dedicate to Manage </li></ul>
  7. 7. What Is Required For Success? <ul><li>Relinquish message control </li></ul><ul><li>Honesty, ethics, and transparency </li></ul><ul><li>Added Value </li></ul><ul><ul><li>Use Your Existing Tools & Marketing Materials as Collateral </li></ul></ul><ul><ul><li>Coupons, Special Offers, Resources, etc. </li></ul></ul><ul><li>Be an Inspiration </li></ul><ul><ul><li>Provide Real & Exciting Information </li></ul></ul><ul><li>Active (Intelligent) Channel Management </li></ul><ul><ul><li>Participation is marketing </li></ul></ul><ul><li>Resources & Time to Cultivate </li></ul><ul><ul><li>Difficult to Justify for Companies with Short Turnaround Expectations </li></ul></ul>
  8. 8. Determine Your User Persona & Voice <ul><li>Who will be interacting with the community on behalf of your Company? </li></ul><ul><ul><li>Employee to Admin under existing User Profile </li></ul></ul><ul><ul><li>Create & Develop a Transparent User Persona </li></ul></ul><ul><ul><ul><li>Adds legitimacy and credibility to profiles </li></ul></ul></ul><ul><ul><ul><li>Provides a uniform perspective for updating </li></ul></ul></ul><ul><li>What will conversations be about? </li></ul><ul><ul><li>Be creative & Inspire Your Community to believe in your product, your services, and your company </li></ul></ul><ul><ul><li>Believers will spread the word! </li></ul></ul>
  9. 9. Setting Realistic Expectations & Goals <ul><li>Develop a Community OR Expand on Existing One </li></ul><ul><li>Increase Awareness & Reach </li></ul><ul><ul><li>Of the Brand / Company / Business </li></ul></ul><ul><ul><li>Of the Tools & Resources You Offer </li></ul></ul><ul><li>Garner Customer Intelligence </li></ul><ul><li>Elevate Customer Service Levels </li></ul><ul><li>Drive More (Relevant & Valuable) Traffic </li></ul><ul><ul><li>To Your Website via Pages, Posts, Notes, etc. within Facebook </li></ul></ul><ul><li>Increase Conversions </li></ul><ul><ul><li>Leads, New Member Registrations, etc. </li></ul></ul><ul><ul><li>Sales = Revenue </li></ul></ul>Social Media is not intended to be a Direct Revenue Generator
  10. 10. PROFILES, PAGES & GROUPS Key Differences and When to Utilize Each
  11. 11. Profiles, Pages, and Groups <ul><li>Profiles </li></ul><ul><ul><li>A Person’s User Account </li></ul></ul><ul><li>Pages </li></ul><ul><ul><li>Official representative of the entity </li></ul></ul><ul><ul><li>Actions come from the “Page” </li></ul></ul><ul><li>Groups </li></ul><ul><ul><li>Anyone can create a group about anything </li></ul></ul><ul><ul><li>Actions come from the Admin </li></ul></ul>
  12. 12. Profiles, Pages, and Groups “ Profiles can only be used to represent an individual, and must be held under an individual name.” “ Pages can only be created to represent a real public figure, artist, brand or organization .” “ Groups can be created by any user and about any topic, as a space for users to share their opinions and interest in that subject” <ul><li>Must Have a Personal Profile to Create a Page or Group </li></ul><ul><li>BUSINESS ACCOUNTS are the exception </li></ul>
  13. 13. Search for Nevada
  14. 14. Pages Groups Nevada Business Name: Nevada Commission on Tourism The Nevada Higher Education Budget Cuts are threatening my future. Business Name: N/A Pretty URL Nevada Ugly URL gid=16241146761 Applications can be added No Applications Page Admin names not public Admin Names displayed on Group <ul><ul><li>Actions come from the “Page” </li></ul></ul><ul><ul><li>Actions come from Individuals </li></ul></ul>View Page Statistics / Insights No Insights Create associated events No associated events Tie Social Actions to Paid Ads Paid Ads but no Social Actions Public, with limited Privacy Total Privacy is an option <ul><ul><li>Restrict access by age, location </li></ul></ul><ul><ul><li>Secret Group, Approve Members </li></ul></ul>
  15. 15. WHAT’S THE SEO VALUE? Understanding How Page Set Up Affects Natural Search
  16. 16. SEO Value <ul><li>Additional Real Estate in Search Results </li></ul><ul><ul><li>More Positions </li></ul></ul><ul><ul><ul><li>Branding </li></ul></ul></ul><ul><ul><ul><li>(Competitive) Product Related KWs </li></ul></ul></ul><ul><ul><li>Multiple Search Results </li></ul></ul><ul><ul><ul><li>Pages </li></ul></ul></ul><ul><ul><ul><li>Profiles </li></ul></ul></ul><ul><ul><ul><li>Groups </li></ul></ul></ul><ul><ul><ul><li>Notes </li></ul></ul></ul><ul><ul><ul><li>Apps </li></ul></ul></ul>WARNING: Do not copy your website’s Homepage text for your profile content
  17. 17. How it Works <ul><li>Thoughtful Page Name </li></ul><ul><li>Complete / Optimized Page Info </li></ul>
  18. 18. HOW TO SET UP A PAGE Setting up a Page and Understanding Available Settings
  19. 19. How To Set Up a New Page <ul><li>Research & Prepare! </li></ul><ul><li>Gather Your Information & Assets </li></ul><ul><ul><li>Vital Company Info </li></ul></ul><ul><ul><li>Profile Picture </li></ul></ul><ul><ul><li>Existing Media </li></ul></ul><ul><li>Go to Your Page Manager </li></ul><ul><li>Create a Page </li></ul><ul><ul><li>Personalize It </li></ul></ul><ul><ul><li>Customize with Apps </li></ul></ul><ul><ul><li>Update Settings </li></ul></ul><ul><ul><li>Interact </li></ul></ul>CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
  20. 20. Set up a New Page - Create <ul><li>Choose a category and subcategory </li></ul><ul><ul><li>Pick the best fit, category can NOT be changed later </li></ul></ul><ul><ul><ul><li>Local </li></ul></ul></ul><ul><ul><ul><li>Brand or Product </li></ul></ul></ul><ul><ul><ul><li>Artist or Public Figure </li></ul></ul></ul><ul><li>Name Your Page </li></ul><ul><ul><li>Reflect the Business represented </li></ul></ul><ul><ul><li>(Critical) Searchable Field </li></ul></ul>CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
  21. 21. Set up a New Page - Personalize <ul><li>Upload a Profile Picture </li></ul><ul><ul><li>4MB max </li></ul></ul><ul><ul><li>396 pixels wide max </li></ul></ul><ul><ul><li>Thumbnail will be used to represent Page across Facebook </li></ul></ul><ul><li>Recent Change to Terms of Service has been reverted </li></ul>What’s This? CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
  22. 22. Set up a New Page - Personalize <ul><li>Add Vital Info </li></ul><ul><li>Fields vary depending on Page Type </li></ul><ul><li>Comprehensive Information = Optimized for Search </li></ul>CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
  23. 23. Facebook Applications - Overview <ul><li>Developed by Facebook </li></ul><ul><ul><li>FREE </li></ul></ul><ul><ul><li>Use them the Make Your Pages and Profiles Interactive </li></ul></ul><ul><li>3 rd Party Applications </li></ul><ul><ul><li>Free with Paid Use (i.e. Gifts) </li></ul></ul><ul><ul><li>Use them (with caution) to add interactivity to Pages and Profiles </li></ul></ul><ul><ul><li>Partner with Application Developers to gain additional exposure </li></ul></ul><ul><li>Develop Your Own Apps </li></ul><ul><ul><li>To Make Your Page(s) more Interactive </li></ul></ul><ul><ul><li>Tools / Resources for Desktop or Mobile Use </li></ul></ul>CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
  24. 24. Basic Applications (1 of 2) <ul><li>Discussion Boards </li></ul><ul><li>Videos </li></ul><ul><ul><li>Upload an unlimited number of videos directly to Facebook </li></ul></ul><ul><ul><ul><li>Commercials, Product Demos, Presentations </li></ul></ul></ul><ul><ul><li>Highest Image Quality recommended </li></ul></ul><ul><ul><ul><li>1Gb / 20 minute limit </li></ul></ul></ul><ul><li>Photos </li></ul><ul><ul><li>Upload an unlimited number of photos </li></ul></ul><ul><li>Events </li></ul><ul><ul><li>Create and “Host” Events for your Business Page </li></ul></ul><ul><ul><li>RSVP to related Events </li></ul></ul><ul><ul><li>Fans can share and invite others; publishes in their News Feed </li></ul></ul>CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
  25. 25. Basic Applications (2 of 2) <ul><li>Notes </li></ul><ul><ul><li>Built-in Blogging Feature </li></ul></ul><ul><ul><li>Notes are visible on Fans’ Feeds </li></ul></ul><ul><ul><li>Import RSS feed(s) as notes </li></ul></ul><ul><ul><ul><li>Blogs, product feeds, etc. </li></ul></ul></ul><ul><li>Static FBML </li></ul><ul><ul><li>FB version of HTML </li></ul></ul><ul><ul><li>Use for Images with Links </li></ul></ul><ul><ul><li>Add up to 10 modules </li></ul></ul><ul><li>Flash Player </li></ul><ul><ul><li>Use for Interactive Media, Games, etc. </li></ul></ul><ul><ul><li>Add up to 10 modules </li></ul></ul><ul><li>Reviews </li></ul><ul><ul><li>Leverage Existing Testimonials / Product Reviews </li></ul></ul>CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION UNDER-USED
  26. 26. 3 rd Party Applications Be Aware of How they Function CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION <ul><li>1000s of Apps by 3 rd Party Developers </li></ul><ul><ul><li>Development Specs & Technical Support </li></ul></ul><ul><ul><li>Permissions </li></ul></ul><ul><ul><ul><li>Post to Your Feed </li></ul></ul></ul><ul><ul><ul><li>Access your data online / offline </li></ul></ul></ul><ul><li>How Do I Choose? </li></ul><ul><ul><li>“ You May Like” based on algorithm </li></ul></ul><ul><ul><li>Engaging, viral, enhance your content </li></ul></ul><ul><ul><li>Synergy for channel management </li></ul></ul>
  27. 27. <ul><li>Friends & Friends Lists </li></ul><ul><li>Facebook Search Results </li></ul><ul><li>Public Search Listing </li></ul><ul><li>Photos & Videos </li></ul><ul><ul><li>Posting to Pages </li></ul></ul><ul><ul><li>Tagging </li></ul></ul><ul><li>News Feed </li></ul><ul><li>Wall Posts (Public Comment Board) </li></ul><ul><ul><li>Visibility of Your Posts on Others’ Walls </li></ul></ul><ul><ul><li>Visibility of Others’ Posts on Your Wall </li></ul></ul><ul><li>Applications </li></ul>Privacy Settings CREATE PERSONALIZE APPLICATIONS SETTINGS INTERACTION
  28. 28. BUILDING A “FAN” BASE Leveraging Existing Customers and Attracting New Fans
  29. 29. Building a Fan Base – Getting Started <ul><li>Incorporate With Existing Online Channels </li></ul><ul><ul><li>Social Networking Channels </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><li>Optimized Social Media Press Release </li></ul><ul><li>Paid Advertising (MSN, Google & Facebook Direct) </li></ul><ul><ul><li>Text, Text w/ Image, Banners & Sponsorships </li></ul></ul>
  30. 30. Building a Fan Base – Facebook Tools <ul><li>Badges </li></ul><ul><li>Share Buttons and Links </li></ul><ul><li>Fan (and interact with) related Pages </li></ul><ul><ul><li>Upload Your Contact File </li></ul></ul><ul><ul><li>Suggested Friends </li></ul></ul><ul><li>Application Development </li></ul><ul><li>Facebook Connect </li></ul>
  31. 31. What is Facebook Connect? <ul><li>Single Sign On Service </li></ul><ul><li>Allows users to share content between affiliated sites </li></ul><ul><li>What Does This Mean for Your Customers? </li></ul><ul><ul><li>They can Connect and with friends who also use your site </li></ul></ul><ul><ul><li>They can Share Information on your site with their friends </li></ul></ul><ul><ul><li>You can provide more customized content, product recommendations, etc. </li></ul></ul>
  32. 32. Channel Management <ul><li>Execute & Follow Initial Channel Strategy </li></ul><ul><li>Add New Content Often </li></ul><ul><ul><li>Utilize applications and feeds to lessen hands-on management </li></ul></ul><ul><li>Actively Recruit Fans / Groups / etc </li></ul><ul><li>Stimulate Discussion </li></ul><ul><li>Provide Value </li></ul><ul><ul><li>Specific to FaceBook </li></ul></ul><ul><li>Implement a Moderation Schedule </li></ul><ul><ul><li>Coordinate Your Stream to coincide with other marketing efforts </li></ul></ul>
  34. 34. Tracking Performance – Facebook Tools <ul><li>Insights </li></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Fan Base </li></ul></ul><ul><ul><ul><li>Age & Gender </li></ul></ul></ul><ul><ul><li>Interaction </li></ul></ul><ul><ul><ul><li>Post Views </li></ul></ul></ul><ul><ul><ul><li>Comments </li></ul></ul></ul><ul><li>DirectAds Reports </li></ul><ul><ul><li>Responder Demographics </li></ul></ul>NEW
  35. 35. Tracking Performance – Google Analytics <ul><li>Which pages within Facebook referred the traffic? </li></ul><ul><li>How can I measure ROI? </li></ul>
  36. 36. WHAT’S NEW?
  37. 37. Page Changes in the Works (1 of 2) <ul><li>More in line with User Profiles </li></ul><ul><ul><li>Tabbed layout – 6 at a time can be displayed </li></ul></ul><ul><ul><ul><li>Wall, Info, Boxes are default </li></ul></ul></ul><ul><ul><ul><li>Applications can have their own tabs </li></ul></ul></ul><ul><ul><ul><li>Tabs have their own URLs </li></ul></ul></ul><ul><ul><ul><ul><li>Choose specific LPs for in-channel ads or off-site promotion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Customize Default View for Fans / Non-Fans </li></ul></ul></ul></ul><ul><ul><li>Expanded width for Applications to 760 pixels </li></ul></ul><ul><ul><li>Profile Boxes will behave like they do on User Profiles </li></ul></ul><ul><ul><ul><li>Wall & Info Tabs up to 200 pixels wide x 250 wide </li></ul></ul></ul><ul><ul><ul><li>FBML will be converted to profile.set.FBML </li></ul></ul></ul>BRAND NEW
  38. 38. Page Changes in the Works (2 of 2) <ul><li>More Control over Your News Feed (found at the bottom of your News Feed) </li></ul>
  39. 39. “ Old” Page Style – Focus on Static Content “ New” Style – Focus on STREAM
  40. 40. Benefits of New Layout <ul><li>Higher Volume of More Rapid Updates to the “Stream” </li></ul><ul><ul><li>Closer to FaceBook’s mission of making the world more open and connected </li></ul></ul><ul><li>Leverage Page Fans as Brand Advocates </li></ul><ul><ul><li>Fans’ Comments are published in their Friends’ News Feeds </li></ul></ul><ul><li>Page Admins have a stronger voice to reach Fans </li></ul><ul><ul><li>Posts by your Page appear in Fans News Feeds </li></ul></ul><ul><ul><li>Page can update its Status </li></ul></ul><ul><li>Enhanced Page Insights </li></ul><ul><ul><li>View comment activity on your posts </li></ul></ul><ul><ul><li>Interaction (viewing) of your posts </li></ul></ul>
  41. 41. Prepare Your Pages <ul><li>Resize Your Images </li></ul><ul><ul><li>Capitalize on additional width </li></ul></ul><ul><ul><li>Fit to Narrow Column or Main Column </li></ul></ul><ul><li>Set Default Views </li></ul><ul><ul><li>Fans </li></ul></ul><ul><ul><li>Non-Fans </li></ul></ul><ul><li>Rearrange Your Tabs </li></ul><ul><li>When? </li></ul><ul><ul><li>Soon! </li></ul></ul>WARNING: Clicking “Republish” will push your Page to NEW Style
  42. 42. Summary <ul><li>Determine Your Goals and Stick to a Channel Strategy </li></ul><ul><li>Pages are for Business Use </li></ul><ul><li>Category and Page Name are not editable ‘fields’ </li></ul><ul><li>Content is King but Keep it Fresh! </li></ul><ul><li>Use (free) Apps and Tools to Minimize Hands-On Management </li></ul><ul><li>Social Media is Trackable & Measurable </li></ul>
  43. 43. Questions & Answers We are now answering your questions! Please send in your questions to us, via the chat function, located towards the right-hand side of your screen. If we don’t answer your question live, we will respond via email.
  44. 44. Thank You!! Thank you for attending our Webinar! Questions / Comments / Suggestions? Email Us: [email_address]