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PR Bootcamp 2013

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  • While Facebook’s application platform lets you build unique functionality for users of your page, you’re limited to the tools it provides, and the guidelines that accompany them. With many big companies are still trapped in a Web 1.0 mindset, ownership of the e-mail list is priority #1. You’re never going to get that with Facebook.
  • 03.Facebook

    1. 1. 1Module 3:
    2. 2. 2ComputerNetworkPersonalMobileSocial1960s-----------------------------2020s UbiquitywwWDigital eras
    3. 3. 3Facebook stats• 1.11 million active monthly users, 751m via mobile (3/2013)• 655m log in daily, 79% of users outside US• Average user has 141.5 friends• Average daily Facebook likes: 2.7 billion• On average, more than 350 million photos are uploaded perday. Facebook now hosts more photos than the top 20photo sites combined• Facebook bypassed Google as a No 1 most visited site inUS• 65% of US Facebook users said they are more likely tobuy a product based on a positive Facebook friendreferral*Source: http://newsroom.fb.com except * from eMarketer
    4. 4. 4CIMB on Facebookhttp://www.facebook.com/CIMBMalaysiaOne-to-one customercomplaint resolutionTranslation: Azmi: ‘That’s two months my salary was delayed because of technical issues with yourbank. CIMB – curse this bank!”CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tabCIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.
    5. 5. 5Recruitment
    6. 6. 6CIMB advertisesfor social media-savvy employees
    7. 7. 7CIMB ad copy“CIMB is looking for someone who wantsto spend all day on Facebook and getpaid for it. We want to bring our brandcloser to our customers and stakeholdersand are looking for people to help us doso. If you believe that social media is thenext step in getting people to connect withbrands and if this is something you arepassionate about, then read on!”
    8. 8. 8Job: Asst Mgt/Exec-Social Media Team• Location: The World Wide WebResponsibilities:• Create and execute social mediacampaigns across the variousplatforms that CIMB hasestablished communities in(forums, Facebook, Twitter,YouTube etc)• Manage, monitor and engage in ouronline community as well asprovide quantitative and qualitativeinsights based on feedback fromthis community• Formulate strategies for programson social media that willcomplement CIMBs initiatives• Assist in the development of socialmedia strategies as well ascommunity management andimplementation of social mediacampaigns across the region• Requirements: BachelorsDegree in any field, at least 1-3years working experience in anyfield• Facebook & Twitter savvywith an intimate knowledgeon developments of the medialandscape• Able to work and engage withpeople easily and comfortably• Understand and appreciatethe difference between LOLand ROFLMAO• Please ensure that resumes aresubmitted together with yourFacebook ID and Twitter handlefor our reference.
    9. 9. 9News updates
    10. 10. 10Marketing
    11. 11. 11What not to dohttps://www.facebook.com/pages/Les-Deux-Garcons/190072754350375
    12. 12. 12Your target audience is already on Facebook. No additionalregistration or profile to fill to participate.1. Built-in audienceSetting up a Facebook Page is easy - it doesn’t require adeveloper or approval from IT.2. Rapid rolloutA Facebook Page is free, versus high costs of developinga custom social networking site. But note: Experts,custom apps, games, landing pages cost money.3. Minimal costsWhy Facebook?
    13. 13. 13If you post something interesting, it will have a life of itsown.4. Viral FeaturesFacebook is aggressive in deleting spammers, rogueaccounts and inappropriate content. This minimizes issuesin managing your own community.5. Minimal HassleHosting photos/videos is a lot easier and tagging makesthose photos easy for friends to share6. Multimedia features
    14. 14. 14Facebook, LinkedIn, Twitter and other social networks aregreat ways to drive traffic to your flagship website, e-commerce platform or other owned sites.7. Referral engineYou can find new customers you would not have discoveredotherwise and review profiles to generate new leads.8. LeadsYou can engage with existing customers in new ways andbuild longterm relationships for customer retention.9. Engagement
    15. 15. 15Friends’ recommendations of your promotions are betterreceived. Your giveaways, coupons, promos may triggercall-to-actions and direct sales. It is easier to cross-promotewith partners.10. Targetted promosYou can do one-to-one customer support and redirect toright personnel for resolution.11. Customer supportProactive correction of misinformation, errors, inaccuracies,myths and responding quickly to negative comments mayavert a crisis.12. Reputation mgt
    16. 16. 16Cons of Facebook• Facebook may change: While Facebook is the current“it” social network, traffic may flatten and its future is notguaranteed. If users abandon Facebook, they’ll beabandoning your company/brand page too.• You’re Limited to Facebook’s Feature Set: IfFacebook decides to drop or add features that aren’tpopular, or imposes restrictions that kill yourcommunity’s growth, you’re out of luck.• No Data Ownership: You are limited by number ofinvites to your page and applications.• Your Competitors Can Do the Same Thing: There areno barriers to entry for Facebook pages. They can copythe popular apps you develop. They can join your groupwithout your knowledge.
    17. 17. 17Facebook Page BasicsHow To Start A Page:http://www.facebook.com/pages/create.phpFacebook for Businesshttp://www.facebook.com/business/
    18. 18. 18What type of Facebook pageis right for me?Local Business or Placepage is best:• Merge with Bing Place data(map & link on info tab)• Fans can ‘check in’ to yourlocation• Fields on info tab are moredetailed• Categories help potentialclients find your business
    19. 19. 19•Custom URLs•UnlimitedFans/Likes•Can add Apps,Custom Tabs,Games•Visitor insights andanalytics•Indexed by searchengines and can beseen by non-fans•Messages appearas updates•Can target bylocation, languageWhy a Facebook pageis the best for business:Profile Groupvs vsPage•Custom URLs•Limited Friends,Manual friending•Line betweenpersonal andbusiness blurred•No analytics•Cannot appointadmins•Limited customapps•No custom URLS•No support forcustom apps•Can restrict whocan access: open,closed, and secret.•Can send bulkmessage into inboxof up to 5000members•No analytics•Better for quick,active discussions
    20. 20. 2010 Facebook Tips1. Create a Page to promote events, conferences,seminars, projects, launches, your blog, yourwebsite.2. Share: Be useful. Answer questions, offer tips,guides, timely information.3. Do link and promote to stories on your organisation,but provide some other value-add or insiderinsight, this is not just a broadcast medium.4. Be human: Show you care, be witty, disclose someof your personal interests, it helps to get to know youbetter.5. Use apps to automate stuff: blog posts, Twitterupdates ~ but don’t overdo it!(http://apps.facebook.com/selectivetwitter)
    21. 21. 2110 Facebook Tips6. Tag all photos and videos with “Company ABC”for events. Divide photos into separate albums.7. Address new fans with personal messages8. Have two or three admins as backups9. For CSR: like-minded groups for related pages: egBreast Cancer Awareness, Eradicate Polio.10. Use smart lists to divide group and targetmessages once you have mastered various appsNote: Pages vs Groups: Pages are better for a long-term relationshipswith your fans, readers or customers; Groups are better for hosting anactive discussion and attracting quick attention. Community pages are forgeneric causes or topics. http://bit.ly/pagesvsgroups
    22. 22. 22Steps to creating a new page1. Go To: http://www.facebook.com/pages/create.php• Also a link to ‘Create a Page’ on the Home Page• Links to ‘Create a Page’ In lower left corner of existing pages2. Select the ‘Local Business or Place’ Page type• Choose your business type category• Enter business name & info• Click ‘Get Started’3. Log into the personal account you want to admin the page• You will be prompted to do so if you were not logged in whenyou started4. Fill out your ‘info’ tab with details about your business• Add links to your website, Twitter, etc.• Add info about what you specialize in and offer• Make a good first impression that makes people want to like thepage5. Follow the steps on the “Get Started” tab
    23. 23. 23‘Get started’ tab makes it easy!‘Get started’ tab walks you through:1. Adding images2. Posting a status update• Encourage your friends to share your page• Announce a new website or promo offer3. Adding a ‘Like’ button to your website• Takes a little coding knowledge4. Inviting friends & announcing to fans• Upload an Excel doc• Import email contacts• Suggest to personal Facebook friends5. Syncing to a mobile device
    24. 24. 24Converting a Group to a PageFacebook DOES NOT allow you to convert a groupto a page– Groups were part of Facebook BEFORE Pages wereintroduced– When Pages were first introduced Facebook temporarilyallowed converting– Only way to migrate group members to page fans now isto ask them to ‘Like’ it– Post new page URL on group wall and invite member to‘Like’ the page– Send a message and/or chat to members ask them tospread the news & like the page– Consider incentives to ‘like’ the page & suggest it (eg:% offa service, coupons, being entered into a drawing for a freegifts, etc.)
    25. 25. 25Converting your Profile to a Page• Facebook lets you convert a personal Profile intoa Page!http://www.facebook.com/pages/create.php?migrate– Cannot be undone – So be sure it’s your bestoption.– Friends will be converted into fans that ‘Like’ thePage– Only Photos will be transferred. NOTE: All otherdata lost!– Facebook will provide you with a stripped-downversion of a Personal Profile, called a BusinessAccount, which will be the admin of the new Page.It cannot become ‘Friends’ with anyone or ‘Like’anything, etc.
    26. 26. 26Edit Page > Manage Permissions
    27. 27. 27Text on your PagePostsTabsAbout
    28. 28. 28Cross-promoteUse buttons on Blog, Website, Twitter, print, etc
    29. 29. 29Tie-ups: Eg: CIMB and SF Coffee
    30. 30. 30Create Facebook-only specials• Have regular daily or weekly or monthly Facebookgiveaways or discounts. Eg: Release a new QR code eachmonth along with the special offer - 25% off of a product youregularly sell or entire purchase if at a store or free samplesor giveaways
    31. 31. 31A word of caution…1. Avoid shameless plugs onhow wonderful you or thecompany are.2. Your personal views areyour own, don’t postupdates in anger or in spite.Nothing is private onFacebook.3. Don’t sign up for everygame/quiz and annoy otherswith your updates.4. Do not disclose confidentialinformation obtainedthrough work that may bringthe company into disrepute.5.Don’t undermine youreffectiveness at work.6.“Friending” should not betaken literally – but othersmay misconstrue this asbeing partisan or biased.7.Avoid racial, religious slursand personal attacks.8.You are still a company rep24/7: Verify facts, identifysources before passing alongnews. Make it clear if you areskeptical of veracity ofinformation, if you are.
    32. 32. 32Must-know Facebook BasicsInfoUpdate StatusMessagesChatFriend RequestSubscriptionsJoin GroupWallLikeShareComment@ MentionsNotesQuestionPrivacy SettingsAcct SettingsAdd photoCreate albumTag photoUpload videoCreate A PageAppsEventsVanity URL
    33. 33. 33Facebook jumpstartersFan Page Friday: Highlight one fan everyFridayExpert hour: Set one-hour per week wherean expert answers questions on FB, askthem to post questions early via video“Office hours” – tell people when you arelive. Do live video eg: Ustream, JustinTV,LinqtoSurprise giveaways for lightning quizzesRun polls asking people what they thinkabout a specific story or subject.
    34. 34. 34Searching Facebook in real-timeOther method:Bing.com/Social
    35. 35. 35Facebook: Some Features• Follow Button– http://www.facebook.com/about/follow• Lists– http://www.facebook.com/help/lists• Timeline– http://www.facebook.com/about/timeline• Ticker• Privacy settings• Ads: http://www.facebook.com/ads/create/
    36. 36. 36Allow Followers without Friending• To allow others to Follow your Publicposts:– Click at the top right of any Facebook pageand choose Settings– Click Followers from the left-hand column– Check the box to the right of Turn On Follow– Subscribers can see only the things youshare publicly
    37. 37. 37Listshttp://www.facebook.com/help/listsCreate lists for Close Friends, Acquaintances,Work Mates or Restricted. Good for targettingposts to appropriate list of friends.
    38. 38. 38Timeline851px315pxhttp://www.slideshare.net/supernovastudios/facebooks-new-timelimehttp://www.facebook.com/CoverPhotoSize
    39. 39. 39Creative uses of new cover pic
    40. 40. 40MORE: http://reface.me/profile-pictures/facebook-timeline-cover-photo-hacks/
    41. 41. 41Facebook Video Chat• Powered by Skype• http://www.facebook.com/videocalling
    42. 42. 42Case study: Intel• Turning followers into brand ambassadorsSource: Ekaterina Walter, Social Media Strategist, Intel
    43. 43. 43Get to know your audience
    44. 44. 44Make it fun with quirky questions,games, polls, surveys
    45. 45. 45Avoid automated updates*• Frequent automated status updatesmakes your Page inhuman• Facebook hides repeated updates in“Show Similar Posts”• Space out updates so you don’t clog upyour fans News Feeds – 3 to 5 posts/day• Find a balance between “official” updatesand being human and spontaneous* Exceptions: Long weekend or going on leave or reaching customers in differenttime zones. Do not post every tweet to FB, instead use Selective Tweets app and#fb to cross-post relevant tweets.
    46. 46. 46Encourage shares, @mentions,show gratitude for sharing• Use @<insert name of fan> to encourageinteraction• Use of photos and videos gets a lot of traffic
    47. 47. 47Provide house rules ormoderation guidelines
    48. 48. 48Meet f2f: Offline engagement• Organize tweetups,blogger meets andFacebook fan daysor “meet the socialmedia team”• Invite fans forlaunches,roadshows,community projects,sponsored events,festivals
    49. 49. 49Celebrate milestones
    50. 50. 50Important considerations• Promotion Guidelines:http://www.facebook.com/promotions_guidelines.php• Analytics: http://www.facebook.com/insights• Sponsored stories:http://www.facebook.com/marketing• Facebook advertising:http://www.facebook.com/advertising• Facebook for Business:http://www.facebook.com/business
    51. 51. 51Case study: MASEngaging bloggers using Facebook
    52. 52. 52• As part of MAS blogger engagementprogramme, 15 bloggers won a simplecontest and were invited to participate in anexclusive cabin crew training programme.• During the half-day programme, they weregiven insights into cabin crew procedures ongrooming, first aid, emergency landingevacuation, and water/raft drill.• Location: Malaysia Airlines Academy,Kelana JayaMAS: Blogger outreach
    53. 53. 531. Photos first posted on MAS Facebook page2. Re-posted on blogger’s blog with personal account ofexperience3. Article re-posted on “Living Malaysian Hospitality” –MAS blogSource: http://www.facebook.com/#/album.php?aid=75488&id=52798899711http://lenaee.blogspot.com/2009/05/7.htmlhttp://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew