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The Facebook ABC, Anna Mossolova

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EURAXESS Conference in Dubrovnik, April 2013: Workshop Marketing Strategies and Social Media

Published in: Technology
  • All presentations from the workshop:

    1. Introduction to WS Marketing Strategies & Social Media
    http://www.slideshare.net/milanzdravkovic/1-introduction-20030548

    2. Group work
    http://www.slideshare.net/milanzdravkovic/group-work-ws-marketing-strategies-social-media

    3. Social Broadcasting vs. Traditional Online Advertising
    http://www.slideshare.net/milanzdravkovic/social-broadcasting-vs-traditional-online-advertising-milan-zdravkovi

    4. The Facebook ABC
    http://www.slideshare.net/milanzdravkovic/the-facebook-abc-anna-mossolova

    5. Meet the 'social' researchers
    http://www.slideshare.net/milanzdravkovic/meet-the-social-researchers-milan-zdravkovi

    6. 'Social EURAXESS' Guidelines for Facebook
    http://www.slideshare.net/milanzdravkovic/social-euraxess-guidelines-for-facebook-milan-zdravkovi

    7. Post lunch challenge exercise
    http://www.slideshare.net/milanzdravkovic/post-lunch-challenge

    8. Case study: EURAXESS - Research in Estonia
    http://www.slideshare.net/milanzdravkovic/case-study-euraxess-research-in-estonia
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The Facebook ABC, Anna Mossolova

  1. 1. Facebook ABCAnna Mossolova
  2. 2. A glimpse into the FB “history”...9 years ago — an ordinarystudent of HarvardToday — a world-famousbillionaire
  3. 3. Incredibly rapid success!◦ In February 2004, thefacebook.com was launched◦ March 2004, it expanded to Stanford, Columbia, and Yale;later in 2004, most universities in Canada and the UnitedState joined Facebook◦ In September 2005, Facebook launched a high-schoolversion◦ Later in 2005 expanded membership eligibility toemployees of several companies, incl. Apple andMicrosoft; and already by 2007, the Facebook had100,000 business pages◦ In September 2006, Facebook was opened to everyone ofage 13
  4. 4. Facebook today◦ Today, FB is the second most popular website in the world;◦ if it were a country it would be ranked third in the world (afterIndia and China);◦ there are more Facebook users than cars;◦ each of 901 million monthly users has around 370 friends,interacts with 130 of them, and is connected to 80 pages,groups and/or events;◦ according to Facebook statistics, 50% of active users log inevery day and spend in average 55 minutes on Facebook.◦ every single minute 510,000 posted comments, 293,000status updates, and 136,000 uploaded photos appear on FB!
  5. 5. What’s so special about it?1. FB is omnipresent nowadays2. Thanks to heavy user engagement, FB is extremelypowerful tool of content dissemination (ca 8000pieces of content is shared every second!)3. FB is really user-friendly social media4. FB allows you to combine personal and corporative5. FB is meaningful: it is a part of your eReputation
  6. 6. Facebook Group vs PageFB Groups are the place forsmall group communicationaround a common cause, issueor activity (analogous to real lifeclubs).Group can be publicly availablefor anyone to join, requireadministrator’s approval to joinor be private (by invitation only).Members of a group can uploadpictures, start discussions, postupdates, etc. New posts by agroup are included in the NewsFeeds of its members.FB Pages enable organisationsto create their public presenceon Facebook. It is much like aFB individual profile, but of abrand or business.Pages are visible to everyone onthe Internet by default. Everyonecan connect with these Pages,i.e “become a fan”.By becoming a fan of any page,you will receive its updates inyour own News Feed.
  7. 7. What can you do with your FB page?Post and repostnews/links/etc.
  8. 8. What can you do with your FB page?Share videos
  9. 9. What can you do with your FB page?Upload and share photos
  10. 10. What can you do with your FB page?You can even answer certainresearchers’ queries in your messages:
  11. 11. What can you do with your FB page?And what is themost important—create events,polls, and otherengagingcampaigns!
  12. 12. Just on example of engagement
  13. 13. Why to use FB as a Page?1. Stay in touch with your target-group;2. Facilitate a more personal connection with youraudience;3. Increase awareness of your organisation/services;4. Increased traffic to your website!5. Improve insights about your target groups (e.g. collectfeedback, positive and negative comments, etc);6. Be able to monitor or initiate conversations about theorganisation;
  14. 14. The lifespan of your postsFB post gets half of its reach in the first 30 minutesafter publishing
  15. 15. What happens with your post?What is “reach”?The number of people who saw your page post; reach can beorganic (fans), viral (friends of fans) or paid (advertised).What is “story”?When people like your page or like, comment, or share one ofyour posts, a story is created in their feeds sharing their activitywith their friends (the word-of-mouth effect).story:reach=?Virality! The ratio between stories created around one post andthe number of reach that this post has.
  16. 16. Remember “Virality on Facebook” slide?◦ The percentage ofpeople who havecreated a story fromyour Page post out ofthe total number ofunique people whohave seen itMedian virality of the Facebook pagepost (sample of 10.000 pages)
  17. 17. Guess, how many people saw this FB post?
  18. 18. Real numbers shown by FB insights
  19. 19. FB users consistently underestimate the audience sizefor their posts, guessing that their audience is just 27%of its true size.The lack of feedback says little about the actualnumber of people your post has reached!Do not underestimate the power of Facebook!
  20. 20. How many EURAXESS FB project do we have?+ some recently launched page (e.g. Croatian, Greek)
  21. 21. Let’s make this list longer!www.facebook.com/pages/create
  22. 22. Further: professional social networks

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