How to Use Facebook for your PR Efforts

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The document provides tips for using Facebook effectively for PR efforts, including engaging customers by sharing their stories, responding to both positive and negative comments, creating timely and relevant content, listening to what customers care about, having a point of view, and measuring the success of Facebook efforts through analytics and reporting. The key takeaways are to listen to and engage with the community, focus on building relationships, and have a good community management process.

Business Technology

How to Really Use Facebook
for Your PR Efforts
Amanda Sheldon
Director, Digital Marketing &
Communications
@ams9
Medtronic Diabetes
@MDT_Diabetes

2 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Medtronic Diabetes Social Media Channels
Co-creation and Diabetes Community
activities
Inspiration - Success Stories of customers
living well with diabetes
Innovation at Medtronic
Education
- Tips & Tricks about our products
- Diabetes education

3 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Engaging Our Superfans
“Share Your Story” app
fuels storytelling
Utilize guest editorial
Surprise and Delight with
the unexpected
Responding to both good
and bad comments

4 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Timely Content is Engaging Content

5 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Listen to What Your Community Cares About

6 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Have A Point of View

7 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Other Content Considerations
Effect of Mobile
Paid Fuels Organic and vice versa
Finding your own balance of reach vs.
engagement
Integrate social throughout digital and
all campaigns

8 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Customer Service
• Respond to negative and
positive comments
• Have a dedicated process for
handling support questions
• Document frequently asked
questions and responses
• Anticipate and develop
proactive content
• Look at tools to streamline
process
• Share both good and bad
news

9 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Facebook: Measuring Success
• Leverage Facebook Insights to track post level data by
engagement and reach
• Compare similar posts and measure effects:
– of photos, links, and length on metrics
– of different posting times
• Measure customer service performance level data (time
to resolution)
• Measure sales through campaigns that have unique links
to eCommerce, forms, etc.
• Report to business monthly

10 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes
Final Takeaways
• Love and listen to your community
– keep trying new things and you’ll find the right fit
• It’s about the relationship
– Interact and co-create with your fans
• A great community manager and management process
is worth its weight in gold

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1. How to Really Use Facebook for Your PR Efforts Amanda Sheldon Director, Digital Marketing & Communications @ams9 Medtronic Diabetes @MDT_Diabetes

2. 2 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Medtronic Diabetes Social Media Channels Co-creation and Diabetes Community activities Inspiration - Success Stories of customers living well with diabetes Innovation at Medtronic Education - Tips & Tricks about our products - Diabetes education

3. 3 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Engaging Our Superfans “Share Your Story” app fuels storytelling Utilize guest editorial Surprise and Delight with the unexpected Responding to both good and bad comments

4. 4 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Timely Content is Engaging Content

5. 5 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Listen to What Your Community Cares About

6. 6 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Have A Point of View

7. 7 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Other Content Considerations Effect of Mobile Paid Fuels Organic and vice versa Finding your own balance of reach vs. engagement Integrate social throughout digital and all campaigns

8. 8 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Customer Service • Respond to negative and positive comments • Have a dedicated process for handling support questions • Document frequently asked questions and responses • Anticipate and develop proactive content • Look at tools to streamline process • Share both good and bad news

9. 9 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Facebook: Measuring Success • Leverage Facebook Insights to track post level data by engagement and reach • Compare similar posts and measure effects: – of photos, links, and length on metrics – of different posting times • Measure customer service performance level data (time to resolution) • Measure sales through campaigns that have unique links to eCommerce, forms, etc. • Report to business monthly

10. 10 | MDT Confidential#digitalpr @ams9 @MDT_Diabetes Final Takeaways • Love and listen to your community – keep trying new things and you’ll find the right fit • It’s about the relationship – Interact and co-create with your fans • A great community manager and management process is worth its weight in gold

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