This document discusses best practices for companies, brands, and non-profits to engage with customers and fans through Facebook. It recommends establishing a Facebook Public Profile to interact with the over 225 million Facebook users. The profile allows customization of tabs and settings to target communications. Case studies demonstrate how brands of different sizes use the profile to engage fans, answer questions, provide content and drive word-of-mouth. The document provides tips on evaluating engagement and growing fan bases through the profile and targeted Facebook ads.

1. Best Practices on
How & Why All Companies, Brands and Non-Profits
Should Be Engaging With Customers and Fans
Through Facebook
Dave and Carrie Kerpen
May 20, 2009

2. Welcome!
Two ways to ask questions:
1. Twitter: Go to Tweetchat.com, enter the room #Womma and direct
questions to @ theKbuzz (or use #womma as a hashtag)
2. Post questions in the webinar “Question” bar
And now…it’s time for PRIZES!

3. About theKbuzz
- Company was formed when its founders
were married on a ballfield, in a sponsored
wedding that garnered $100,000 in
sponsorships and $20,000 for charity–
attracting national and international press.
- Social Media and Word of Mouth Firm
dedicated to authentically amplifying the
conversation around our clients.
- Provide strategy and execution for clients
entering the social media space
- Winner, 2008 WOMMIE, from the Word of
Mouth Marketing Association
-As of 5/20 have built and/or managed 100+
Facebook Public Profiles

4. The Shocking Truth
As many people use social media as use email!
This number will only grow!
•Email and Text Messaging data source 2008 MRI
•Google data source to ComScore
•Social media data source 2008 Cone Institute Study

5. In September 2008, a study on social media was
completed by The Cone Institute. It found:
– 184,000,000 Americans use social media.
– 93% of those Americans believe that companies
should have a presence on those social mediums
– 85% believe that companies should not only be
present, but should regularly interact with their
customers on social media.

6. What this means for
you…
Word of Mouth will always be the best form of
advertising for your organization.
Friends will always take advice from friends…

7. But with Social Media, the definition
of “Friends” has changed drastically

8. Joining the conversation using
Why it’s not a question of if but
when you will join the
conversation.

9. There are over 225 million users of Facebook,
many of whom spend time over 2 hours per day on the site.
It’s not just for kids anymore! The most rapidly growing demos on the most rapidly growing social
network are women 25-54!
Targeting opportunities are unparalleled! You can target by:
age, zip code, marital status, children, interests, and pets,
and hundreds of other keyword categories.
Facebook‘s natural virality
allows users to endorse
your center with the click of
a button to hundreds of
their friends.
Your BUSINESS!
Wild Waters All Natural Kids Drink

10. Is THIS a bad thing?

11. The Coca Cola Fairytale …

12. Can Your Brand Afford To Be
Brandjacked?

13. Why Your Brand Cannot Afford To
Be Brandjacked…
While it’s a GREAT thing to have fans who
LOVE your brand, you need to be able to
interact, direct, and engage in
conversations. The Facebook Public Profile
is your public persona on a site with 225
million ACTIVE users that expect to interact
with your brand.

14. Introducing…
The Public Profile
Your communication vehicle for your
customers, clients, fans, and contacts

15. The Beauty of The Facebook
Public Profile:
Public Profiles Are
Functional
Addicting
Business-focused

16. Status
Tabs
Description
How Your Public Fans
Profile Works:
A Brief Callout
Overview Boxes
Wall

17. Effective Use of Tabs
Tabs can be customized, and can feature a different
application on each tab. A Facebook Public Profile now
really acts as a microsite for your business.
Bonus! You can target social ads to hit different tabs of
your Public Profile!

18. The Settings Button Is Your Friend!
Settings allow you to customize where fans and
potential fans land when they find your page.
People who already love you can see something
different than people who are not yet your fans!
This provides a unique opportunity…

19. Speak Directly To Your Fans-To-Be
Custom Landing Page
Custom space with a new
expanded width allows you to
welcome new fans with a
specific message geared
towards them.
Create coupons, contests,
offers, research papers, etc. -
VALUABLE content that they
receive when becoming a fan.

20. The Beautiful “Boxes” Tab
Boxes Tab is chock full of your
greatest stuff…all your FBML,
custom applications, and
beyond…
Allows users to have one
space with a lot of your most
important information.
Hint: Not able to create a
unique landing page for new
fans? Direct them
to land on the boxes tab!

21. The New Public Profile Wall…
The Importance of Public Response
Follow the D.N.D. rule…
DO NOT DELETE!
Unless a wall response has
hateful or offensive language,
the correct thing to do is
RESPOND.
Respond publicly, and
individually message
a follow up.
Far more people are looking at
Public Profile walls than
former fan pages.

22. And Don’t Forget About:
STATUS UPDATES!
Companies can now update
their statuses….and it will
show up in the feeds of their
fans!!!
Hint: Be “Like-able”
The new Public Profile allows an organization to experience
the same instant viral effect that personal profiles
have…thus eliminating the unnatural “friending” of
businesses that violate Facebook’s Terms of Service.

23. Facebook Best Practices:
– Make your Public Profile a place filled with valuable content.
– Give your fans a reason to become fans.
– Use updates to ask questions and elicit response, not
deliver press releases
– Engage fans through creative content
– Think of your page in terms of being for your fans, not being
for your brand
– Hypertarget with Social Ads and with Updates
– Give fans reasons to post content on your profile page
– Worry less about developing a custom good application,
and worry more about creating good conversation
– Monitor conversation
– Thank and respond to the positive 
– Respond even more diligently to the negative!

24. 10 Facebook Public Profiles Worth
Paying Attention To:

25. Case Study: Aflac
It’s not
always about
the brand
itself.

26. Case Study: NYC Dept. of Health***
(full disclosure- a *** indicates a client of theKbuzz)
Bringing
Community
Together

27. Case Study: Papa John’s
Bringing
Your
Functionality
Within
Facebook.

28. Case Study: H&M
When a large
brand
responds…

29. Case Study: Verizon***
Customer
Satisfaction
AND fun!

30. Case Study: Watchmen
Relevant and
buzz-worthy
applications!

31. Case Study: Fibromyalgia & Fatigue Centers***
Letting the
community
speak for
itself.

32. Case Study: Grey’s Anatomy
Facebook-
only
content

33. Case Study: The Learning Tower***
Smaller
Brands
Succeeding!

34. Case Study  Skittles
All Sizzle…
No
Engagement

35. Beyond Your Public Profile…
Facebook Social Ads
Grow your fan
base beyond its
organic rate
using Facebook
social ads (with
social actions)
that link to your
page–
Hypertargeting
your
demographic!

36. How To Evaluate Your Work:

37. Some things to do first.
Research your brand on Facebook.
Research your competitors.
Look at what you like and what you don’t.
Develop your strategic vision.
Sketch out what you are looking to do.
Who do you want to reach, and what do
you want to tell them when they find you!
Hint: Get familiar with Static:FBML!
Facebook Social Ads: Now you
can link them to specific tabs on your
public profile!
Link to different TABS! Hint: Test out some HIGHLY targeted ads
to minimize cost

38. Ways theKbuzz Can Help You:
Free resources from theKbuzz: Visit our blog
BuzzMarketingDaily.com or our Facebook Page
http://Facebook.com/theKbuzz for constant tips
on your entrance into the social media space.
For Sole Proprietors and Small
Businesses (up to 4 employees):
Seamless execution…
thePageStarter:
http://thePageStarter.com
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Looking for a complete social media strategy,
plan & execution? Try Social Ideation! Email
dave@thekbuzz.com or call 718.416.2899.

39. Thank You!
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