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360° Digital Influence

Facebook Bootcamp for PR:
How to Use Social Networks in Communications to
Build Brand and Buzz for Less
April 2009
Agenda
     01   The Facebook Landscape + 5 Reasons to be There


     02   Building Your Strategy


     03   Engaging Your Community


     04   Action!


     05   Adding Scale & Impact


     06   Measuring Success


     07   5 Facebook Trends to Watch


     08   What NOT to Do


     09   How-to Resources


     10   Additional Reading
The Facebook Landscape + 5 Reasons to be There
What is Facebook?
 From Facebook’s “About” Page:

 “Facebook is a social utility that helps people communicate
 more efficiently with their friends, family and coworkers.
 The company develops technologies that facilitate the sharing
 of information through the social graph, the digital mapping
 of people's real-world social connections. Anyone can sign
 up for Facebook and interact with the people they know in a
 trusted environment.”
“Most brands tend to want their presence to be all about
them - as if Facebook were no different from a billboard or
television ad. Smart brands overcome this temptation-
providing them something useful that can tie into how
they use Facebook to share with friends.”
-Kevin Barenblat, Context Optional
How are People Using Facebook?
•  200 million active users worldwide

•  30% of users are from the US

•  2nd most visited web site in the world

•  850 million photos, 7 million videos, and 28 million pieces of
   content are uploaded each month

•  More than 95% of Facebook members have used at least one
   application built on Facebook Platform

•  More than 4 million users become fans of Pages each day
5 Reasons for Your Brand to be on Facebook

 1.  Grow a brand community of loyalists and advocates

 2.  Extend your brand into the social life of your customers

 3.  Extend the relevant reach of your communications

 4.  Build reputation and trust via conversations

 5.  Build brand preference, loyalty and action through relevant
     engagement
Building Your Strategy
4 Elements of a Successful Facebook Strategy

   ENGAGEMENT              DRIVING ACTION              SCALE & IMPACT             MEASURING ROI
•  Find and engage         •  Provide applications     •  Leverage offline       •  Reach
   existing fans              that enlist                 events
                                                                                   - Fans
                              ambassadors
•  Define and engage                                   •  Advertise through
                                                                                   - Mentions
   target communities      •  Provide applications        existing media
                                                                                 •  Engagement
                              that drive purchases
•  Host discussions and                                •  Incorporate
                              or donations                                         - Discussions, content,
   provide useful                                         targeted advertising
                                                                                   reviews, and posts
   resources               •  Provide coupons to
                                                       •  Add your social Web
                              track purchases                                    •  Action
•  Invite fans to upload                                  links to your brand
   content                 •  Hosts contests with         Web site                 - Contest entries
                              opt-ins for further
•  Provide branded                                     •  Use Facebook
                                                                                   - Coupons redeemed
                              contact
   digital goods                                          advertising to
                                                                                   - Purchases driven
                           •  Post to drive links to      promote your
                              alternative sites           application(s)           - Web traffic driven

                                                                                   -Application users




                                                                                       
                                                                                       
Developing a Strategy
 5 ways to a rapid-start strategy in Facebook:

 1.  Find existing conversations, fans, groups, and events around your
     brand.

 2.  Search related fan pages, groups, and events for positive mentions
     of your brand or your competitors.

 3.  Find out what your competitors are doing on Facebook.

 4.  Test some of the most popular brand pages and applications on your
     profile and add some of your own interest.

 5.  Look into real conversations to define key words relevant to your
     brand, product category, and target audience.
Your Facebook Strategy Checklist
Complete this checklist of questions to build a successful Facebook strategy for your brand
before you jump in.

  What is the engagement value: what can you offer people that they will find
valuable?

  Are you ready to respond to your customers and encourage them to talk
about your brand?

  Are you ready to make a commitment beyond a campaign?

  How will your other marcom strategies integrate with Facebook?

  What assets - tools and content – can you leverage?

  Do you have your company behind you and resources available?

  How will you measure success?
Facebook Strategy: Tool Box
Facebook offers an ever-expanding array of tools for brands to connect with fans
 • Brand pages
 A Facebook Page is a public profile that enables you to share your business and products with
 Facebook users. Pages are similar to personal profiles and brands accumulate fans instead of
 friends. Within pages you have the option of posting and collecting content, importing Twitter
 and blog feeds, collecting user reviews, and hosting discussions.
 • Applications
 An application is a platform for developers which provides a framework to build tools which
 Facebook users can add to their profile. Applications range from chat to games to mobile.
 • Events
 A Facebook event page allows you to organize Facebook users to meet up offline or virtually
 around your brand’s celebrations or special promotions. This a great way to mobilize fans to
 action and integrate your traditional events or campaigns into your Facebook presence.

 • Connect/Share
 Facebook Connect and Facebook Share are additions to your brand’s existing web site or blog
 which allow you to integrate their Facebook presence with other online media. Facebook
 Connect is an open identifier which allows users to take their Facebook profile with them when
 they shop, comment, or browse on other web sites.

 • Advertising
 Facebook offers banner advertising which can target age, gender, location, relationship status
 and interest, or music and lifestyle interests.
Tool Box: Brandpages
Your brandpage is the foundation of your Facebook    Where to start:
presence and the beginning of your connection with        Logo or photo
                                                     • 
fans. Like any relationship it requires prolonged
                                                          Brand information
attention, perceived value, and respect for anyone   • 
who calls themselves a “fan.”                             Contact information
                                                     • 
                                                          Terms of use
                                                     • 
                                                          Customizable tabs
                                                     • 
                                                      Additional content:
                                                          Facebook only coupons
                                                     • 
                                                          Blogs and RSS Feeds
                                                     • 

                                                          Twitter feeds
                                                     • 
                                                          Reviews
                                                     • 
                                                          Photos and video
                                                     • 
                                                          Online and offline events
                                                     • 
                                                          Discussion boards
                                                     • 
                                                          Digital goodies
                                                     • 
Tool Box: Brandpage Optimization




1.  Create the perfect profile picture.
2.  Optimize your share preview.
3.  Display different content for fans and non-fans.
4.  Create your own vanity URL.
5.  Define a publish schedule for
   your content.
Tool Box: Targeted advertising
Targeted advertising on its own can help you raise
awareness of your brand among specific consumer
groups, let current fans know you’re out there, and
support new events and applications.


                                                           Advertising can be targeted based on:

                                                                Age
                                                           • 

                                                                Sex
                                                           • 

                                   Interests, employment
                                                                Hometown
                                                           • 

                                                                Current location
                                                           • 

                                                                Marital status
                                                           • 

                                                                Sexual orientation
                                                           • 
                                   Age, sex

                                                                Employer
                                                           • 

                                                                Job title
                                                           • 

                                                                Education level
                                                           • 

                                                                Key words
                                                           • 
                                   Huh????

                                                                Groups and interests
                                                           • 
Tool Box: Applications
A branded application provides your fans a new way       Popular application functions:
to interact with your brand and share it with friends.        Games (solo and group)
                                                         • 
A good application somehow reflects the personality
                                                              Quiz/trivia
of your brand and it must be engaging to your fans       • 
so they want to share it.                                     Virtual gifts
                                                         • 
                                                              Badges displayed on the
                                                         • 
                                                              profile
                                                              Embedded content
                                                         • 
                                                              Constantly refreshed data
                                                         • 
Tool Box: Events
A Facebook events page allows you to organize           Possible events:
Facebook users to meet up offline or virtually around        Product sneak preview
                                                        • 
your brand’s celebrations or special programs. This a
                                                             Social media blog summits
great way to mobilize fans to action and integrate      • 
                                                             or tweet ups
your traditional events or campaigns into your
Facebook presence.                                           Special sales and
                                                        • 
                                                             promotions
                                                             Conferences
                                                        • 
Tool Box: Facebook Connect
                                                        Add Facebook Connect to:
Facebook Connect is an OpenID that allows users to
take their Facebook presence with them online.               Customers commenting on your blog
                                                        • 
Users can connect their profile information with             Customers posting reviews
                                                        • 
your site, find friends who are also using your site,
                                                             Customers adding or viewing content
and publish their activity on your site in their        • 
                                                             on your site
newsfeed.
                                                             Customers networks or discussing on
                                                        • 
                                                             your site
Engaging Your Community
Engaging Your Community



You’ve built a strategy and a presence. Now what?




   “Brands should think of themselves as a guest at a
   party. Bring something fun, listen, have an interesting
   opening line and engage in a relevant conversation.”
   -Mike Hoefflinger, Director of Brand Product Marketing, Facebook
Engaging Your Community

5 ways to engage your Facebook community:

1.  Reach out to current brand fans.

2.  Define target audiences of existing communities who would be
    interested in your brand.

3.  Host discussions around your customers’ interests.

4.  Invite fans to upload video and photo content.

5.  Provide fans with branded digital goods.
Engaging Your Community




          1. Identify existing communities…




        2. Define target audiences
Engaging Your Community




                          3. Host a discussion
Engaging Your Community




       4. Invite Fans to Upload Content
Engaging Your Community




       5. Provide Branded Digital Goods
Action!
Action!
“There must be a call to action or reason for
Facebook users to engage with the brand – there
must be something remarkable.”
-Kristin Foster, Ogilvy Digital Strategist
Action!
5 ways to activate your Facebook community:

1.  Provide coupons and special offers driving offline purchases

2.  Offer applications that enlist you as an advocate or ambassador

3.  Offer applications that help fans buy your product or donate funds.

4.  Post wall messages or design applications and contests that drive
    users to a conversion web site.

5.  Contests with opt-ins for future direct contact
Action!




1. Coupons and special offers
Action!

          2. Applications that enlist you
Action!


   3. Purchasing/donating made easy
Action!




          4. Driving to conversion web sites
Action!




          5. Host a contest with an opt-in
Adding Scale & Impact
“Brands can simplify their efforts and overcome
perceived hurdles of complexity by viewing their
Facebook program as an integral part of their
marketing communications plan.”
- Mike Hoefflinger, Director of Brand Product Marketing, Facebook
Adding Scale & Impact
 5 ways to increase the scale and impact of your program:

 1.    Utilize social ads & targeted advertising within Facebook to reach
       users in specific locations, interest groups, or age ranges.

 2.    Use Facebook advertising to promote your Facebook event,
       contests, application(s)

 3.    Leverage your existing media presence to drive traffic to your
       Facebook page

 4.    Add your social Web links (including Facebook) to your brand
       Web site

 5.    Highlight your Facebook presence at offline events
Adding Scale & Impact




              1. Utilize targeted advertising
Adding Scale & Impact




          2. Use Facebook advertising to
           promote your Facebook event,
              contest, or application(s)
Adding Scale & Impact




                   3. Leverage existing media
Adding Scale & Impact




            4. Add your social Web links to
                  your brand Web site
Adding Scale & Impact



   5. Use offline events to drive awareness
Measuring Success
“Successful brands establish
success metrics prior to beginning
any campaign.”
-Kevin Barenblat, Context Optional
Measuring Success
             • Number of fans for brandpages
             • Number of brand mentions on walls
             • Number of news updates x fans
             • Ad impressions
  Reach


             • Number of discussion topics
             • Number of wall posts on brandpage
             • Number of wallposts (measured by Lexicon)
             • Number and tone of reviews posted
Engagement   • Amount of content or offers shared
             • Video views




             • Click through rates for advertisements
             • Number of contest entries
             • Number of applications downloaded
             • Offline actions driven by coupons or special offers
             • Web traffic generated
  Action
Measuring Success

       Travel Channel’s Kidnap! Application:
      9 million users, 3 million monthly users
  Drives 50k-70k users to TravelChannel.com daily
Measuring Success




           Ben & Jerry’s Election Day:
      Over 250k people responding “yes”
  Facebook fans grew to 300k during the event
            promotion (currently 496k)
Measuring Success



                  Lexicon
Free Cone Day,
April 16, 2008




                             Election Day,
                             November 4, 2008
Measuring Success

                                 Chase Bank:
             Chase +1 specifically targets the college demographic
                with a Facebook program for sharing points with
                         friends and donating to charity
                     Almost 50k fans, mostly card holders
Measuring Success
If you have purchased targeted advertising, your Facebook Insights account will
show you the most up-to-date information updated every full hour.

Here are some of the important metrics you can chart about your ad campaign over
the past day, week, or month:

• Responder Demographics- This report will give you more information about
the users who are viewing or taking action on your ads.

• Advertising Performance- This report will give you information about your ads'
performance in terms of impressions, clicks, click-through rates, etc.

• Click-through rates- The CTR for an ad is calculated as the number of clicks the
ad received divided by the number of impressions (times the ad was shown on the
site) in the given time period.

• Social click-through rates- The click through rate for ads with social actions
attached to them. It is calculated as the number of quot;social clicksquot; divided by the
total number of quot;social impressionsquot;.
5 Facebook Trends to Watch
5 Trends to Watch: Shifting Demographics


     Over 4 million more US
• 
     women 35-44 and nearly 3
     million more US men 35-44
     used Facebook in March
     2009 compared to
     September 2008.

     The fastest growing age
• 
     segment is women over age
     55: 142% growth between
     February and April 2009.
5 Trends to Watch: Facebook Connect



     Platforms:
• 
     –  Your website

     –  Your blog

     –  Your iPhone application


     Uses:
• 
     –  Seamlessly quot;connectquot; their Facebook
        account and information with your site

     –  Connect and find their friends who also use
        your site

     –  Share information and actions on your site
        with their friends on Facebook
5 Trends to Watch: Mobile Social Networking

      Facebook had 20 million
 • 
      unique viewers per month
      accessing Facebook mobile
      platforms.

      By 2010 mobile social
 • 
      network users worldwide
      are expected to reach 369
      million.

      As of March 2009, users can
 • 
      instantly sign up to become
      brand fans through SMS.
5 Trends to Watch: Gift Monetization

      November 2008 Facebook switches
• 
      the cash value of gift for credits.
      $1.00= 100 credits.

      April 2009: Facebook begins
• 
      testing an option to give friends
      credits as social capital.

      Currently, brands can sell virtual
• 
      gifts for 100-200 credits.

      In the future, people may be able
• 
      to exchange credits for an
      expanding array of Facebook
      items.
5 Trends to Watch: Location, location, location
     As mobile social networks grow along
• 
     with the spread of mobile technology,
     Facebook is beginning to see location-
     based applications that help friends
     meet-up offline.

     Maps are a new and innovative way to
• 
     connect consumers to your brand and
     drive purchases.




                “Geography is about everything that is (literally)
                close to consumers, and it's a universally familiar
                method of organizing, finding and tracking relevant
                information on objects, events and people… from in-
                car navigation to iPhones, the sky is the limit.”

                - January 2009, TrendWatching.com
What NOT to Do
Facebook Don’ts
     DON’T filter your fans reviews or content simply to protect your messaging.
• 

     DON’T spam fans with messages or invitations to their inboxes.
• 

     DON’T violate Facebook’s Terms of Service.
• 

     DON’T ignore unofficial fan pages or groups.
• 

     DON’T alienate unofficial fan pages or groups.
• 

     DON’T abandon your fans.
• 

     DON’T let your PR agency run your page. Authenticity counts.
• 

     DON’T be afraid of negative comments.
• 

     DON’T leave negative or inflamatory comments unresponded to.
• 

     DON’T engage in practices you would never consider outside of Facebook.
• 

     DON’T forget about existing content you can repurpose
• 
How To: Resources to Implement Your Strategy
Additional Resources
How to…
     Create a brand page: http://tinyurl.com/create-a-brand-page
• 

     Optimize your brand page: http://tinyurl.com/optimize-a-brand-page
• 

     Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs
• 

     Buy targeted advertising: http://tinyurl.com/buy-facebook-ads
• 

     Create an application: http://tinyurl.com/build-facebook-apps
• 

     Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect
• 

     Search on Lexicon: http://www.facebook.com/lexicon/
• 

     Brainstorm keywords using Google’s Keyword Tool:
• 
     http://tinyurl.com/Googles-key-word-tool
Recommended Reading
     The Facebook Blog:     http://blog.facebook.com/
• 

     Mashable:   http://mashable.com/
• 

     Inside Facebook:    http://www.insidefacebook.com/
• 

     Facebook’s Developer’s Wiki:       http://wiki.developers.facebook.com/index.php/Main_Page
• 

     Full Interview with Kevin Barenblat:        http://tinyurl.com/Kevin-Barenblat-Interview
• 

     Full Interview with Mike Hoefflinger :        http://tinyurl.com/Mike-Hoefflinger-Interview
• 

     Full Interview with Kristin Foster:      http://blog.ogilvypr.com/
• 

     The Daily Influence:    http://thedailyinfluence.com/
• 
CONTACT


John H. Bell
Managing Director | 360° Digital Influence
Ogilvy
p 202.729.4166
e john.bell@ogilvypr.com

blog: http://johnbell.typepad.com


Nicole Landguth
Digital Strategist | 360° Digital Influence
Ogilvy Public Relations Worldwide
p 202.729.4247
e nicole.landguth@ogilvypr.com

twitter: http://twitter.com/wondrgirl
Facebook Bootcamp for PR

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Facebook Bootcamp for PR

  • 1. 360° Digital Influence Facebook Bootcamp for PR: How to Use Social Networks in Communications to Build Brand and Buzz for Less April 2009
  • 2. Agenda 01 The Facebook Landscape + 5 Reasons to be There 02 Building Your Strategy 03 Engaging Your Community 04 Action! 05 Adding Scale & Impact 06 Measuring Success 07 5 Facebook Trends to Watch 08 What NOT to Do 09 How-to Resources 10 Additional Reading
  • 3. The Facebook Landscape + 5 Reasons to be There
  • 4. What is Facebook? From Facebook’s “About” Page: “Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.”
  • 5. “Most brands tend to want their presence to be all about them - as if Facebook were no different from a billboard or television ad. Smart brands overcome this temptation- providing them something useful that can tie into how they use Facebook to share with friends.” -Kevin Barenblat, Context Optional
  • 6. How are People Using Facebook? •  200 million active users worldwide •  30% of users are from the US •  2nd most visited web site in the world •  850 million photos, 7 million videos, and 28 million pieces of content are uploaded each month •  More than 95% of Facebook members have used at least one application built on Facebook Platform •  More than 4 million users become fans of Pages each day
  • 7. 5 Reasons for Your Brand to be on Facebook 1.  Grow a brand community of loyalists and advocates 2.  Extend your brand into the social life of your customers 3.  Extend the relevant reach of your communications 4.  Build reputation and trust via conversations 5.  Build brand preference, loyalty and action through relevant engagement
  • 9. 4 Elements of a Successful Facebook Strategy ENGAGEMENT DRIVING ACTION SCALE & IMPACT MEASURING ROI •  Find and engage •  Provide applications •  Leverage offline •  Reach existing fans that enlist events - Fans ambassadors •  Define and engage •  Advertise through - Mentions target communities •  Provide applications existing media •  Engagement that drive purchases •  Host discussions and •  Incorporate or donations - Discussions, content, provide useful targeted advertising reviews, and posts resources •  Provide coupons to •  Add your social Web track purchases •  Action •  Invite fans to upload links to your brand content •  Hosts contests with Web site - Contest entries opt-ins for further •  Provide branded •  Use Facebook - Coupons redeemed contact digital goods advertising to - Purchases driven •  Post to drive links to promote your alternative sites application(s) - Web traffic driven -Application users    
  • 10. Developing a Strategy 5 ways to a rapid-start strategy in Facebook: 1.  Find existing conversations, fans, groups, and events around your brand. 2.  Search related fan pages, groups, and events for positive mentions of your brand or your competitors. 3.  Find out what your competitors are doing on Facebook. 4.  Test some of the most popular brand pages and applications on your profile and add some of your own interest. 5.  Look into real conversations to define key words relevant to your brand, product category, and target audience.
  • 11. Your Facebook Strategy Checklist Complete this checklist of questions to build a successful Facebook strategy for your brand before you jump in.   What is the engagement value: what can you offer people that they will find valuable?   Are you ready to respond to your customers and encourage them to talk about your brand?   Are you ready to make a commitment beyond a campaign?   How will your other marcom strategies integrate with Facebook?   What assets - tools and content – can you leverage?   Do you have your company behind you and resources available?   How will you measure success?
  • 12. Facebook Strategy: Tool Box Facebook offers an ever-expanding array of tools for brands to connect with fans • Brand pages A Facebook Page is a public profile that enables you to share your business and products with Facebook users. Pages are similar to personal profiles and brands accumulate fans instead of friends. Within pages you have the option of posting and collecting content, importing Twitter and blog feeds, collecting user reviews, and hosting discussions. • Applications An application is a platform for developers which provides a framework to build tools which Facebook users can add to their profile. Applications range from chat to games to mobile. • Events A Facebook event page allows you to organize Facebook users to meet up offline or virtually around your brand’s celebrations or special promotions. This a great way to mobilize fans to action and integrate your traditional events or campaigns into your Facebook presence. • Connect/Share Facebook Connect and Facebook Share are additions to your brand’s existing web site or blog which allow you to integrate their Facebook presence with other online media. Facebook Connect is an open identifier which allows users to take their Facebook profile with them when they shop, comment, or browse on other web sites. • Advertising Facebook offers banner advertising which can target age, gender, location, relationship status and interest, or music and lifestyle interests.
  • 13. Tool Box: Brandpages Your brandpage is the foundation of your Facebook Where to start: presence and the beginning of your connection with Logo or photo •  fans. Like any relationship it requires prolonged Brand information attention, perceived value, and respect for anyone •  who calls themselves a “fan.” Contact information •  Terms of use •  Customizable tabs •  Additional content: Facebook only coupons •  Blogs and RSS Feeds •  Twitter feeds •  Reviews •  Photos and video •  Online and offline events •  Discussion boards •  Digital goodies • 
  • 14. Tool Box: Brandpage Optimization 1.  Create the perfect profile picture. 2.  Optimize your share preview. 3.  Display different content for fans and non-fans. 4.  Create your own vanity URL. 5.  Define a publish schedule for your content.
  • 15. Tool Box: Targeted advertising Targeted advertising on its own can help you raise awareness of your brand among specific consumer groups, let current fans know you’re out there, and support new events and applications. Advertising can be targeted based on: Age •  Sex •  Interests, employment Hometown •  Current location •  Marital status •  Sexual orientation •  Age, sex Employer •  Job title •  Education level •  Key words •  Huh???? Groups and interests • 
  • 16. Tool Box: Applications A branded application provides your fans a new way Popular application functions: to interact with your brand and share it with friends. Games (solo and group) •  A good application somehow reflects the personality Quiz/trivia of your brand and it must be engaging to your fans •  so they want to share it. Virtual gifts •  Badges displayed on the •  profile Embedded content •  Constantly refreshed data • 
  • 17. Tool Box: Events A Facebook events page allows you to organize Possible events: Facebook users to meet up offline or virtually around Product sneak preview •  your brand’s celebrations or special programs. This a Social media blog summits great way to mobilize fans to action and integrate •  or tweet ups your traditional events or campaigns into your Facebook presence. Special sales and •  promotions Conferences • 
  • 18. Tool Box: Facebook Connect Add Facebook Connect to: Facebook Connect is an OpenID that allows users to take their Facebook presence with them online. Customers commenting on your blog •  Users can connect their profile information with Customers posting reviews •  your site, find friends who are also using your site, Customers adding or viewing content and publish their activity on your site in their •  on your site newsfeed. Customers networks or discussing on •  your site
  • 20. Engaging Your Community You’ve built a strategy and a presence. Now what? “Brands should think of themselves as a guest at a party. Bring something fun, listen, have an interesting opening line and engage in a relevant conversation.” -Mike Hoefflinger, Director of Brand Product Marketing, Facebook
  • 21. Engaging Your Community 5 ways to engage your Facebook community: 1.  Reach out to current brand fans. 2.  Define target audiences of existing communities who would be interested in your brand. 3.  Host discussions around your customers’ interests. 4.  Invite fans to upload video and photo content. 5.  Provide fans with branded digital goods.
  • 22. Engaging Your Community 1. Identify existing communities… 2. Define target audiences
  • 23. Engaging Your Community 3. Host a discussion
  • 24. Engaging Your Community 4. Invite Fans to Upload Content
  • 25. Engaging Your Community 5. Provide Branded Digital Goods
  • 27. Action! “There must be a call to action or reason for Facebook users to engage with the brand – there must be something remarkable.” -Kristin Foster, Ogilvy Digital Strategist
  • 28. Action! 5 ways to activate your Facebook community: 1.  Provide coupons and special offers driving offline purchases 2.  Offer applications that enlist you as an advocate or ambassador 3.  Offer applications that help fans buy your product or donate funds. 4.  Post wall messages or design applications and contests that drive users to a conversion web site. 5.  Contests with opt-ins for future direct contact
  • 29. Action! 1. Coupons and special offers
  • 30. Action! 2. Applications that enlist you
  • 31. Action! 3. Purchasing/donating made easy
  • 32. Action! 4. Driving to conversion web sites
  • 33. Action! 5. Host a contest with an opt-in
  • 34. Adding Scale & Impact
  • 35. “Brands can simplify their efforts and overcome perceived hurdles of complexity by viewing their Facebook program as an integral part of their marketing communications plan.” - Mike Hoefflinger, Director of Brand Product Marketing, Facebook
  • 36. Adding Scale & Impact 5 ways to increase the scale and impact of your program: 1.  Utilize social ads & targeted advertising within Facebook to reach users in specific locations, interest groups, or age ranges. 2.  Use Facebook advertising to promote your Facebook event, contests, application(s) 3.  Leverage your existing media presence to drive traffic to your Facebook page 4.  Add your social Web links (including Facebook) to your brand Web site 5.  Highlight your Facebook presence at offline events
  • 37. Adding Scale & Impact 1. Utilize targeted advertising
  • 38. Adding Scale & Impact 2. Use Facebook advertising to promote your Facebook event, contest, or application(s)
  • 39. Adding Scale & Impact 3. Leverage existing media
  • 40. Adding Scale & Impact 4. Add your social Web links to your brand Web site
  • 41. Adding Scale & Impact 5. Use offline events to drive awareness
  • 43. “Successful brands establish success metrics prior to beginning any campaign.” -Kevin Barenblat, Context Optional
  • 44. Measuring Success • Number of fans for brandpages • Number of brand mentions on walls • Number of news updates x fans • Ad impressions Reach • Number of discussion topics • Number of wall posts on brandpage • Number of wallposts (measured by Lexicon) • Number and tone of reviews posted Engagement • Amount of content or offers shared • Video views • Click through rates for advertisements • Number of contest entries • Number of applications downloaded • Offline actions driven by coupons or special offers • Web traffic generated Action
  • 45. Measuring Success Travel Channel’s Kidnap! Application: 9 million users, 3 million monthly users Drives 50k-70k users to TravelChannel.com daily
  • 46. Measuring Success Ben & Jerry’s Election Day: Over 250k people responding “yes” Facebook fans grew to 300k during the event promotion (currently 496k)
  • 47. Measuring Success  Lexicon Free Cone Day, April 16, 2008 Election Day, November 4, 2008
  • 48. Measuring Success Chase Bank: Chase +1 specifically targets the college demographic with a Facebook program for sharing points with friends and donating to charity Almost 50k fans, mostly card holders
  • 49. Measuring Success If you have purchased targeted advertising, your Facebook Insights account will show you the most up-to-date information updated every full hour. Here are some of the important metrics you can chart about your ad campaign over the past day, week, or month: • Responder Demographics- This report will give you more information about the users who are viewing or taking action on your ads. • Advertising Performance- This report will give you information about your ads' performance in terms of impressions, clicks, click-through rates, etc. • Click-through rates- The CTR for an ad is calculated as the number of clicks the ad received divided by the number of impressions (times the ad was shown on the site) in the given time period. • Social click-through rates- The click through rate for ads with social actions attached to them. It is calculated as the number of quot;social clicksquot; divided by the total number of quot;social impressionsquot;.
  • 50. 5 Facebook Trends to Watch
  • 51. 5 Trends to Watch: Shifting Demographics Over 4 million more US •  women 35-44 and nearly 3 million more US men 35-44 used Facebook in March 2009 compared to September 2008. The fastest growing age •  segment is women over age 55: 142% growth between February and April 2009.
  • 52. 5 Trends to Watch: Facebook Connect Platforms: •  –  Your website –  Your blog –  Your iPhone application Uses: •  –  Seamlessly quot;connectquot; their Facebook account and information with your site –  Connect and find their friends who also use your site –  Share information and actions on your site with their friends on Facebook
  • 53. 5 Trends to Watch: Mobile Social Networking Facebook had 20 million •  unique viewers per month accessing Facebook mobile platforms. By 2010 mobile social •  network users worldwide are expected to reach 369 million. As of March 2009, users can •  instantly sign up to become brand fans through SMS.
  • 54. 5 Trends to Watch: Gift Monetization November 2008 Facebook switches •  the cash value of gift for credits. $1.00= 100 credits. April 2009: Facebook begins •  testing an option to give friends credits as social capital. Currently, brands can sell virtual •  gifts for 100-200 credits. In the future, people may be able •  to exchange credits for an expanding array of Facebook items.
  • 55. 5 Trends to Watch: Location, location, location As mobile social networks grow along •  with the spread of mobile technology, Facebook is beginning to see location- based applications that help friends meet-up offline. Maps are a new and innovative way to •  connect consumers to your brand and drive purchases. “Geography is about everything that is (literally) close to consumers, and it's a universally familiar method of organizing, finding and tracking relevant information on objects, events and people… from in- car navigation to iPhones, the sky is the limit.” - January 2009, TrendWatching.com
  • 57. Facebook Don’ts DON’T filter your fans reviews or content simply to protect your messaging. •  DON’T spam fans with messages or invitations to their inboxes. •  DON’T violate Facebook’s Terms of Service. •  DON’T ignore unofficial fan pages or groups. •  DON’T alienate unofficial fan pages or groups. •  DON’T abandon your fans. •  DON’T let your PR agency run your page. Authenticity counts. •  DON’T be afraid of negative comments. •  DON’T leave negative or inflamatory comments unresponded to. •  DON’T engage in practices you would never consider outside of Facebook. •  DON’T forget about existing content you can repurpose • 
  • 58. How To: Resources to Implement Your Strategy
  • 59. Additional Resources How to… Create a brand page: http://tinyurl.com/create-a-brand-page •  Optimize your brand page: http://tinyurl.com/optimize-a-brand-page •  Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs •  Buy targeted advertising: http://tinyurl.com/buy-facebook-ads •  Create an application: http://tinyurl.com/build-facebook-apps •  Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect •  Search on Lexicon: http://www.facebook.com/lexicon/ •  Brainstorm keywords using Google’s Keyword Tool: •  http://tinyurl.com/Googles-key-word-tool
  • 60. Recommended Reading The Facebook Blog: http://blog.facebook.com/ •  Mashable: http://mashable.com/ •  Inside Facebook: http://www.insidefacebook.com/ •  Facebook’s Developer’s Wiki: http://wiki.developers.facebook.com/index.php/Main_Page •  Full Interview with Kevin Barenblat: http://tinyurl.com/Kevin-Barenblat-Interview •  Full Interview with Mike Hoefflinger : http://tinyurl.com/Mike-Hoefflinger-Interview •  Full Interview with Kristin Foster: http://blog.ogilvypr.com/ •  The Daily Influence: http://thedailyinfluence.com/ • 
  • 61. CONTACT John H. Bell Managing Director | 360° Digital Influence Ogilvy p 202.729.4166 e john.bell@ogilvypr.com blog: http://johnbell.typepad.com Nicole Landguth Digital Strategist | 360° Digital Influence Ogilvy Public Relations Worldwide p 202.729.4247 e nicole.landguth@ogilvypr.com twitter: http://twitter.com/wondrgirl