1. Facebook Advanced
Eoin Kennedy Consultant
Online Strategy & Communications
www.elucidate.ie

2. Eoin Kennedy
•18 years communications
experience.
•Current chair IIA SMWG.
•Freelance consultant
&Knudger.com
•PRII, MII, UCD, H Dip.

3. Agenda
• •Group exercise
Introductions/expectatio •Making Custom Tabs
ns. •Link to blog
•Social Media Overview. •Email capture
•Facebook in Ireland. •Database building
•Facebook Timeline. •Running a promotion
• Building a Facebook •F-commerce store
Page. •Misc tabs
• Uploading Content. •Insights.
•Status updates •Claiming a place.
•Photos •Social Media Strategy
•Presentations • Using Mobile
• Webcam •Q&A
•Promoting your page
•Facebook ads

4. Social Media is not

5. Nor

6. Closer to

7. In reality its

8. Storytelling

9. Listening

10. Facebook in Ireland
•2 million
•900 new per day
•25-35 620K
• Dublin 780K
• # 60th
• 45% pop versus 69% online
• Average CPC €.41
• 4 hrs per month *
• 800k access via mobile *
• Average user 30.5 yrs
• Increasing passport
Ref: http://www.socialbakers.com/places/country/ireland/
* http://blog.neworld.com/2011/irish-social-media-statistics/

11. Facebook Timeline
• Chronological
• Fan interaction
• Larger pictures
• Messaging
• Flexible Tabs
• Telling brand stories
• Driving traffic to websites
• Fan page name change
• New admin panel

12. Timeline Anatomy
New admin panel
Cover photo and small profile photo
New messaging functionality
New tabs
Pinned or feature story
Update
button
Enhanced photos & friend
activity/likes & milestone

13. Setting up a page
• Name and type of
business
• Basic details
• About and urls
• Tour
• Get started

14. Admin Panel
Edit & protect page Facebook ads, invite &
share
Who has Direct
done messages
what on from
the page viewers
Who likes
you
Activity and impact

15. Main Page
Quick jumps
Cover
Photo
Profile
Photo
Basic Tabs
info Panel
• Change by hovering over them
• No price, purchase, contact, interface (like) or call to action
• Set Facebook as page

16. Updating
• Editorial calendar
• Webcam

17. Updating

18. Promoting your Page
• Facebook Ads
• Sharing content
• Inviting friends
• Email contacts
• Website share
• Collateral
• Buy likes

19. Live Test Run
https://www.facebook.com/eoinkennedytraining

20. Group Exercise
• One month supply of Facebook posts.
• If logged in – utilise one new function.
• Webcam interview of one social media tip.

21. Tabs
Tabs
Panel
• Default to 3 tabs
• Can alter order
• Connection to outside world
• 3rd party app

22. Running a Promotion
• Search for
easypromos/appsbistro.
• Add app
• Build promotion
•Change image on site

23. Email Marketing
• Set up account with mailchimp
or similar.
•Find app on Facebook.
•Upload app.
•Customise.

24. Misc Functionality
•Lujure App.

25. F-Commerce Store
•Vendorshop App
•Add products
• Select price & Distribution
• Add app & approve

26. Insights
•Interactions
•Views, likes, feedback, comments
•Users
•New likes, lifetime likes, monthly active
users, monthly active, weekly active,
daily active, active users
•Show stats
• Like Sources
•New Likes
• Demographics
• Tabs views
•Media Consumption
•Page post impression
•Places

27. Insights - Fan
Look for legitimate fans.

28. Ads
• Simple ad design format
• 1. Design the ad
• 2. Target it
• 3. Budget & Schedule
• 4. Review and edit
• Think goals, review
& adapt

29. Award Wining Facebook Page
• https://www.facebook.com/spin1038
• https://www.facebook.com/morningireland
• https://www.facebook.com/meteor
• http://www.facebook.com/TreyvaudsRestaurant
• http://www.facebook.com/pages/ABBEYLEIX/315
263826314?sk=info

30. Spin 103.8

31. Meteor

32. Treyvaud’s

33. Getting a like button

34. Claiming a Place
• Register a place with mobile
• Verify ownership with Facebook
• Check in
• Watch comments by others
• Highly visual
• Review deals potential

35. Building a Strategy
Internal
•Overall business objectives.
•Social and Online PR objectives. •Credibility
•Describe success. •Brand perception
•New products
•What you need to succeed.
•Generate sales
•How to mitigate the risks.
•Negative commentary
•Timings and budgets.
•Measureable, results, timely •Behaviours •Length
• Demographics
•Link back to business objectives • Term
• Psychographics
• Goals and messages
per different audience

36. What’s next!
Mapping
•Competitors Plan
•Keywords/Key phrases Communication
•ID commentators •Listen/Engage/Monitor
•Key SM •Content Streams
•Reporting
Evaluate
•Metrics
•Agile
•Map and share
Teams and Collateral Channels, Assets, Tactics
•Multi agency
•Review tools/Tactics
•Multi Department
•Social Currency
•Crisis Plans
•Conversationalists
•SM Guidelines
•Asset creation
•Content
•Integrate
•Capability

37. Being Productive

38. Monitising Social Networks.

39. Thanks for your time.
Eoin Kennedy,
+ 353 86 8339540
+353 91 442 552
www.elucidate.ie
www.knudger.com
eoin@knudger.com
www.twitter.com/eoink
www.eoinkennedy.ie
Skype: eoin.kennedy.work