PBRL 3150: The Dynamic Duo: Facebook and Twitter

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PBRL 3150: The Dynamic Duo: Facebook and Twitter

  1. 1. The Dynamic Duo:Facebook and Twitter PBRL 3150 Social Media for Strategic PR Feb. 14, 2012
  2. 2. Facebook: The Early Years • February 2004: Mark Zuckerberg starts Facebook as a sophomore at Harvard University. • March 2004: Facebook begins expansion to other colleges and universities. • June 2004: Facebook moves headquarters to Palo Alto, Calif. • September 2004: Facebook introduces the Wall, which allows people to write personal musings and other tidbits on profile pages.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  3. 3. Facebook: The Early Years • May 2006: Facebook introduces work networks, allowing people with a corporate email address to join. • September 2006: Facebook begins letting anyone over 13 join. It also introduces News Feed, which collects friends Wall posts in one place. • May 2007: Facebook launches Platform, a system for letting outside programmers develop tools for sharing photos, taking quizzes and playing games.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  4. 4. Know Thy Terms • One person = one profile. • Profiles cannot promote products, brands, organizations. • Commercial gain cannot be given in exchange for content, i.e. likes.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  5. 5. Pages vs. ProfilesThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  6. 6. Create a PageThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  7. 7. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  8. 8. New Open Graph • Apps no longer need continual permission to post content. • Updates sent to ticker; held back from news feed unless “important.” • Verbs go beyond “like.”The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  9. 9. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  10. 10. EdgeRank ∑edge e = uewedeThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  11. 11. ue= affinity we = weight de = time decayThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  12. 12. People won’t see it just because you posted it.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  13. 13. Post. Better. Stuff.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  14. 14. Social networks are not created equal. ≠ ≠The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  15. 15. How You Post Matters 80%The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  16. 16. Customize the ContentThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  17. 17. Determine What Works • Photo: 0.37% • Video: 0.31% • Status update: 027% • Link: 0.15%The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  18. 18. Data Knows What WorksThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  19. 19. Know the AudienceThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  20. 20. Geo-targeting PostsThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  21. 21. Geo-targeting PostsThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  22. 22. Customize the Experience • Heighten the user experience. • Increase conversions • Provide clear call to action. • Strengthen identity. • Provide measureable ROI.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  23. 23. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  24. 24. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  25. 25. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  26. 26. Why Do We Care? 200% Total Monthly ViewsThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  27. 27. How to Build a Custom Tab • Pay somone. • Do it yourself. • Use a 3rd party application.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  28. 28. Wildfire’s iFrames for Pages • Intuitive interface. • Custom image or custom HTML. • Fans view and non-fans view. • No option for icon or title.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  29. 29. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  30. 30. Static iFrame Tab • Requires access to information. • Custom name and icon. • Multiple options for page source: URL, redirect, image, HTML. • Friend and fan gate capabilities.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  31. 31. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  32. 32. Existing Applications • Easy to install, easy to use. • Content for fans and non-fans. • Limitations with icons and titles. • Requests for access to personal information, e-mail.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  33. 33. Do It Yourself • Access to a web server. • Some basic HTML skills. • A little time and effort.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  34. 34. Create an HTML File 520pxThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  35. 35. Install Developer AppThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  36. 36. Name the AppThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  37. 37. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  38. 38. Remember the links.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  39. 39. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  40. 40. Google URL BuilderThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  41. 41. DiscussionThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  42. 42. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  43. 43. What is Twitter. • 140 character microblog. • A website. • Public email. • A blog on speed. • The first draft of history.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  44. 44. The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  45. 45. Learn the Lingo • @ • # • http://… • RT • MTThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  46. 46. Twitter is more than tweeters.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  47. 47. The average age of all Twitter users is 39 years old.The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  48. 48. Post-Dispatch daily circulation: 213,472 Active Twitter accounts in STL: 230,000The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  49. 49. Customer ServiceThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  50. 50. Product Promotion and SalesThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  51. 51. Event PromotionThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
  52. 52. DiscussionThe Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR

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