How to maximise your  influence & reach
http://mashable.com/2011/11/18/facebook-stats/
Overview•   Basic functionality•   Pages: who, what, where, why, when?•   Content advice & Case Studies•   Guidelines & tr...
Basic Functionality      Profiles
User Perspective• Facebook algorithms dictate the  Newsfeed• Interaction happens within the  Newsfeed• Limited tolerance f...
Basic Functionality       Page
facebook.com/Pages/Create
Basic Functionality      Group
facebook.com/groups
Who gives good FB?
Plan with a goal in mind•   Use facebook Insights to inform future posts•   Use Google Insights for search terms•   Is “Pl...
Facebook for fundraising     JustGiving Stats
Facebook’s impact on JustGiving• 30% visits to JustGiving come from Facebook• 27% of donations come from Facebook• That’s ...
Slideshare.net / jwaddingham     more examples & stats
Troubleshooting
3 choices!  •Reply •Delete •Ignore
Social Media Guidelines• Encourage staff to engage and talk about your  brand on Facebook• Keep your community rules simpl...
Useful AppsFor your page functionality
Recap• Interactions levels need to be high to ensure  maximum exposure in Newsfeed• Use FB Insights to inform future conte...
Content SharingAre you being talked      about?
Track online chatter
Facebook AppsAre they for you?
Facebook Advertising     Case Studies
Case Study: U.S Fund for UnicefObjective:                    Result:Increase engagement and       • More than 107,000 newa...
Case Study: Toyota HybridObjective:                     Results:Raise awareness of Toyota’s    • 13,000 views of the video...
Case Study: Unilever/MarmiteObjective:                  Result:Distribute samples of a     • 21.5 million impressionsnew c...
Advertise on Facebook     Practicalities
Social Media Tools
BufferApp
Hootsuite
Tweetdeck
SproutSocial
Final recap• Design with goals in mind• Use data to be agile with your offering• Personalise!• Vary the type of media you ...
Useful websites•   Mashable.com•   TheNextWeb.com•   Techcrunch.com•   Technorati.com
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
Facebook: How to maximise your influence and reach
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Facebook: How to maximise your influence and reach

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Jennifer D Begg’s slides for The Guardian Media Academy and Guardian Seminars, Facebook: How to maximise your influence and reach

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Facebook: How to maximise your influence and reach

  1. 1. How to maximise your influence & reach
  2. 2. http://mashable.com/2011/11/18/facebook-stats/
  3. 3. Overview• Basic functionality• Pages: who, what, where, why, when?• Content advice & Case Studies• Guidelines & troubleshooting• Custom landing pages & apps• Facebook advertising• Social media tools & dashboards
  4. 4. Basic Functionality Profiles
  5. 5. User Perspective• Facebook algorithms dictate the Newsfeed• Interaction happens within the Newsfeed• Limited tolerance for “Page Noise”• Text vs picture, video & poll• Influence of the Ticker
  6. 6. Basic Functionality Page
  7. 7. facebook.com/Pages/Create
  8. 8. Basic Functionality Group
  9. 9. facebook.com/groups
  10. 10. Who gives good FB?
  11. 11. Plan with a goal in mind• Use facebook Insights to inform future posts• Use Google Insights for search terms• Is “Places” a tool you can use?• Photo & Video tagging• Optimum time for posting (to your audience)• Questions & prompts• Recommendations
  12. 12. Facebook for fundraising JustGiving Stats
  13. 13. Facebook’s impact on JustGiving• 30% visits to JustGiving come from Facebook• 27% of donations come from Facebook• That’s a 130% increase year on year for FB donations• The JustGiving app has seen a 44% increase in FB donations – largely thought to be down to not having to leave FB to donate
  14. 14. Slideshare.net / jwaddingham more examples & stats
  15. 15. Troubleshooting
  16. 16. 3 choices! •Reply •Delete •Ignore
  17. 17. Social Media Guidelines• Encourage staff to engage and talk about your brand on Facebook• Keep your community rules simple & share them with everyone• Be clear about the difference for employees who post on behalf of a Page and those who you encourage to post personally (both are important to your brand)
  18. 18. Useful AppsFor your page functionality
  19. 19. Recap• Interactions levels need to be high to ensure maximum exposure in Newsfeed• Use FB Insights to inform future content choices• Prompt feedback, recommendations, actions• Work with a clear goal in mind• Customise your page
  20. 20. Content SharingAre you being talked about?
  21. 21. Track online chatter
  22. 22. Facebook AppsAre they for you?
  23. 23. Facebook Advertising Case Studies
  24. 24. Case Study: U.S Fund for UnicefObjective: Result:Increase engagement and • More than 107,000 newadd new fans fans to the USA Page over the course of the campaignSolution: • 288 million “socialA sponsored stories impressions”campaign focused on fans • People engaged with thetelling their friends about stories more than 197,000their affinity for the timesorganisation
  25. 25. Case Study: Toyota HybridObjective: Results:Raise awareness of Toyota’s • 13,000 views of the video adunique hybrid technology • Between 300 & 400 entriesand acquire fans for a newly per week on the “Match ourcreated Facebook page Solutions” contestfocused on technology • From 0 to 50,000 fans duringSolution: the three week campaignVideo ads & Sponsoredstories directing to acompetition on the FB Page
  26. 26. Case Study: Unilever/MarmiteObjective: Result:Distribute samples of a • 21.5 million impressionsnew cereal bar and drive generated over theawareness of the product course of the campaignby increasing connections • 33,000 samplesto the brand FB Page delivered to their targetSolution: audienceFB Sampling Ads • 300,000 increase inCampaign redeemable on Fans of the Marmite FBthe brand FB Page Page
  27. 27. Advertise on Facebook Practicalities
  28. 28. Social Media Tools
  29. 29. BufferApp
  30. 30. Hootsuite
  31. 31. Tweetdeck
  32. 32. SproutSocial
  33. 33. Final recap• Design with goals in mind• Use data to be agile with your offering• Personalise!• Vary the type of media you share• Maximise your community by asking for feedback• Decide on a SM Dashboard that works for you• Visit “Useful Websites” regularly to keep ahead (see next slide)
  34. 34. Useful websites• Mashable.com• TheNextWeb.com• Techcrunch.com• Technorati.com

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