04.Social networks


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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.
  • 04.Social networks

    1. 1. Module 4: Leveraging Social Networks
    2. 2. 1960s-----------------------------2020s Digital eras Computer Network Personal Mobile Social Ubiquity w w W
    3. 4. Facebook stats <ul><li>800 million active users ; 50% log in daily, 350M via mobile, 75% of audience is outside US </li></ul><ul><li>Average user has 130 friends and connected to 80 pages, groups and events </li></ul><ul><li>More than 2 billion posts are liked and commented on per day </li></ul><ul><li>On average, more than 250 million photos are uploaded per day. Facebook now hosts more photos than the top 20 photo sites combined </li></ul><ul><li>Facebook bypassed Google as a No 1 most visited site in US </li></ul><ul><li>65% of US Facebook users said they are more likely to buy a product based on a positive Facebook friend referral </li></ul>Source: https://www.facebook.com/press/info.php?statistics
    4. 5. Facebook users in Southeast Asia Source: Facebook, GreyReview.com, as of Oct 1, 2011
    5. 6. CIMB on Facebook http://www.facebook.com/CIMBMalaysia One-to-one customer complaint resolution
    6. 7. Recruitment
    7. 8. CIMB advertises for social media-savvy employees
    8. 9. CIMB ad copy <ul><li>“CIMB is looking for someone who wants to spend all day on Facebook and get paid for it. We want to bring our brand closer to our customers and stakeholders and are looking for people to help us do so. If you believe that social media is the next step in getting people to connect with brands and if this is something you are passionate about , then read on!” </li></ul>
    9. 10. Job: Asst Mgt/Exec-Social Media Team <ul><li>Location: The World Wide Web Responsibilities: </li></ul><ul><li>Create and execute social media campaigns across the various platforms that CIMB has established communities in (forums, Facebook, Twitter, YouTube etc) </li></ul><ul><li>Manage, monitor and engage in our online community as well as provide quantitative and qualitative insights based on feedback from this community </li></ul><ul><li>Formulate strategies for programs on social media that will complement CIMB's initiatives </li></ul><ul><li>Assist in the development of social media strategies as well as community management and implementation of social media campaigns across the region </li></ul><ul><li>Requirements: Bachelors Degree in any field, at least 1-3 years working experience in any field </li></ul><ul><li>Facebook & Twitter savvy with an intimate knowledge on developments of the media landscape </li></ul><ul><li>Able to work and engage with people easily and comfortably </li></ul><ul><li>Understand and appreciate the difference between LOL and ROFLMAO </li></ul><ul><li>Please ensure that resumes are submitted together with your Facebook ID and Twitter handle for our reference. </li></ul>
    10. 11. News updates
    11. 12. Marketing
    12. 13. Why Facebook? Your target audience is already on Facebook. No additional registration or profile to fill to participate. 1. Built-in audience Setting up a Facebook Page is easy - it doesn’t require a developer or approval from IT. 2. Rapid rollout A Facebook Page is free, versus high costs of developing a custom social networking site. But note: Experts, custom apps, games, landing pages cost money . 3. Minimal costs
    13. 14. If you post something interesting, it will have a life of its own. 4. Viral Features Facebook is aggressive in deleting spammers, rogue accounts and inappropriate content. This minimizes issues in managing your own community. 5. Minimal Hassle Hosting photos/videos is a lot easier and tagging makes those photos easy for friends to share 6. Multimedia features
    14. 15. Facebook, LinkedIn, Twitter and other social networks are great ways to drive traffic to your flagship website, e-commerce platform or other owned sites. 7. Referral engine You can find new customers you would not have discovered otherwise and review profiles to generate new leads. 8. Leads You can engage with existing customers in new ways and build longterm relationships for customer retention. 9. Engagement
    15. 16. Friends’ recommendations of your promotions are better received. Your giveaways, coupons, promos may trigger call-to-actions and direct sales. It is easier to cross-promote with partners. 10. Targetted promos You can do one-to-one customer support and redirect to right personnel for resolution. 11. Customer support Proactive correction of misinformation, errors, inaccuracies, myths and responding quickly to negative comments may avert a crisis. 12. Reputation mgt
    16. 17. Cons of Facebook <ul><li>Facebook may change : While Facebook is the current “it” social network, traffic may flatten and its future is not guaranteed. If users abandon Facebook, they’ll be abandoning your company/brand page too. </li></ul><ul><li>You’re Limited to Facebook’s Feature Set : If Facebook decides to drop or add features that aren’t popular, or imposes restrictions that kill your community’s growth, you’re out of luck. </li></ul><ul><li>No Data Ownership : You are limited by number of invites to your page and applications. </li></ul><ul><li>Your Competitors Can Do the Same Thing : There are no barriers to entry for Facebook pages. They can copy the popular apps you develop. They can join your group without your knowledge. </li></ul>
    17. 18. Facebook Page Basics How To Start A Page: https://www.facebook.com/pages/create.php
    18. 19. What type of Facebook page is right for me? <ul><li>Local Business or Place </li></ul><ul><li>page is best: </li></ul><ul><li>Merge with Bing Place data (map & link on info tab) </li></ul><ul><li>Fans can ‘check in’ to your location </li></ul><ul><li>Fields on info tab are more detailed </li></ul><ul><li>Categories help potential clients find your business </li></ul>
    19. 20. Why a Facebook page is the best for business: <ul><li>Custom URLs </li></ul><ul><li>Unlimited Fans/Likes </li></ul><ul><li>Can add Apps, Custom Tabs, Games </li></ul><ul><li>Visitor insights and analytics </li></ul><ul><li>Indexed by search engines and can be seen by non-fans </li></ul><ul><li>Messages appear as updates </li></ul><ul><li>Can target by location, language </li></ul>Profile Group vs vs Page <ul><li>Custom URLs </li></ul><ul><li>Limited Friends, Manual friending </li></ul><ul><li>Line between personal and business blurred </li></ul><ul><li>No analytics </li></ul><ul><li>Cannot appoint admins </li></ul><ul><li>Limited custom apps </li></ul><ul><li>No custom URLS </li></ul><ul><li>No support for custom apps </li></ul><ul><li>Can restrict who can access: open, closed, and secret. </li></ul><ul><li>Can send bulk message into inbox of up to 5000 members </li></ul><ul><li>No analytics </li></ul><ul><li>Better for quick, active discussions </li></ul>
    20. 21. 10 Facebook Tips <ul><li>Create a Page to promote events, conferences, seminars, projects, launches, your blog, your website. </li></ul><ul><li>Share: Be useful . Answer questions, offer tips, guides, timely information. </li></ul><ul><li>Do link and promote to stories on your organisation, but provide some other value-add or insider insight , this is not just a broadcast medium. </li></ul><ul><li>Be human : Show you care, be witty, disclose some of your personal interests, it helps to get to know you better. </li></ul><ul><li>Use apps to automate stuff: blog posts, Twitter updates ~ but don’t overdo it! ( http://apps.facebook.com/selectivetwitter) </li></ul>
    21. 22. 10 Facebook Tips <ul><li>Tag all photos and videos with “Company ABC” for events. Divide photos into separate albums. </li></ul><ul><li>Address new fans with personal messages </li></ul><ul><li>Have two or three admins as backups </li></ul><ul><li>For CSR: like-minded groups for related pages: eg Breast Cancer Awareness, Eradicate Polio. </li></ul><ul><li>Use smart lists to divide group and target messages once you have mastered various apps </li></ul><ul><li>Note: Pages vs Groups: Pages are better for a long-term relationships </li></ul><ul><li>with your fans, readers or customers; Groups are better for hosting an </li></ul><ul><li>active discussion and attracting quick attention. Community pages are for </li></ul><ul><li>generic causes or topics. http://bit.ly/pagesvsgroups </li></ul>
    22. 23. Steps to creating a new page <ul><li>1. Go To: http:// www.facebook.com/pages/create.php </li></ul><ul><ul><ul><li>Also a link to ‘Create a Page’ on the Home Page </li></ul></ul></ul><ul><ul><ul><li>Links to ‘Create a Page’ In lower left corner of existing pages </li></ul></ul></ul><ul><li>2. Select the ‘Local Business or Place’ Page type </li></ul><ul><ul><ul><li>Choose your business type category </li></ul></ul></ul><ul><ul><ul><li>Enter business name & info </li></ul></ul></ul><ul><ul><ul><li>Click ‘Get Started’ </li></ul></ul></ul><ul><li>3. Log into the personal account you want to admin the page </li></ul><ul><ul><ul><li>You will be prompted to do so if you were not logged in when you started </li></ul></ul></ul><ul><li>4. Fill out your ‘info’ tab with details about your business </li></ul><ul><ul><ul><li>Add links to your website, Twitter, etc. </li></ul></ul></ul><ul><ul><ul><li>Add info about what you specialize in and offer </li></ul></ul></ul><ul><ul><ul><li>Make a good first impression that makes people want to like the page </li></ul></ul></ul><ul><li>5. Follow the steps on the ‘Get Started Tab’ </li></ul>
    23. 24. ‘ Get started’ tab makes it easy! <ul><li>‘ Get started’ tab walks you through: </li></ul><ul><li>1. Adding images </li></ul><ul><li>2. Posting a status update </li></ul><ul><ul><ul><li>Encourage your friends to share your page </li></ul></ul></ul><ul><ul><ul><li>Announce a new website or promo offer </li></ul></ul></ul><ul><li>3. Adding a ‘Like’ button to your website </li></ul><ul><ul><ul><li>Takes a little coding knowledge </li></ul></ul></ul><ul><li>4. Inviting friends & announcing to fans </li></ul><ul><ul><ul><li>Upload an Excel doc </li></ul></ul></ul><ul><ul><ul><li>Import email contacts </li></ul></ul></ul><ul><ul><ul><li>Suggest to personal Facebook friends </li></ul></ul></ul><ul><li>5. Syncing to a mobile device </li></ul>
    24. 25. Converting a Group to a Page <ul><li>Facebook DOES NOT allow you to convert a group to a page </li></ul><ul><ul><li>Groups were part of Facebook BEFORE Pages were introduced </li></ul></ul><ul><ul><li>When Pages were first introduced Facebook temporarily allowed converting </li></ul></ul><ul><ul><li>Only way to migrate group members to page fans now is to ask them to ‘Like’ it </li></ul></ul><ul><ul><li>Post new page URL on group wall and invite member to ‘Like’ the page </li></ul></ul><ul><ul><li>Send a message and/or chat to members ask them to spread the news & like the page </li></ul></ul><ul><ul><li>Consider incentives to ‘like’ the page & suggest it (eg: % off a service, coupons, being entered into a drawing for a free gifts, etc.) </li></ul></ul>
    25. 26. Converting your Profile to a Page <ul><li>Facebook lets you convert a personal Profile into a Page! https://www.facebook.com/pages/create.php?migrate </li></ul><ul><ul><li>Cannot be undone – So be sure it’s your best option. </li></ul></ul><ul><ul><li>Friends will be converted into fans that ‘Like’ the Page </li></ul></ul><ul><ul><li>Only Photos will be transferred. NOTE: All other data lost! </li></ul></ul><ul><ul><li>Facebook will provide you with a stripped-down version of a Personal Profile, called a Business Account , which will be the admin of the new Page. It cannot become ‘Friends’ with anyone or ‘Like’ anything, etc. </li></ul></ul>
    26. 27. <ul><li>Custom landing tabs good for branding & getting people to your website </li></ul><ul><ul><li>Now custom tabs use iFrames (not FBML) & are more customizable than in the past </li></ul></ul><ul><ul><li>Can have interactive buttons, tabs, and animations </li></ul></ul><ul><ul><li>You require a designer to customize your landing tab </li></ul></ul><ul><ul><li>Some free applications available (not as customizable & usually include their logo) eg: Pagemodo.com </li></ul></ul>Custom landing pages
    27. 28. Custom tab with game element
    28. 29. Text on your Page Posts Tabs About
    29. 30. “ Like” related sites, events, causes CIMB Edelman AirAsia
    30. 31. Creative use of Profile pic 540 px 180 px
    31. 32. Using Photo Strip creatively Links: http://socialfresh.com/35-creative-facebook-page-photo-strips/ http://mashable.com/2010/12/14/new-facebook-profile-hacks/#view_as_one_page-gallery_box497
    32. 33. TIP: Use http://FBCrop.com to get size right Make landing page work for you – call to action
    33. 34. Edit Page > Manage Permissions
    34. 35. Generate leads <ul><li>Get fans to sign up for email updates, newsletters, free reports, whitepapers, DVDs. </li></ul><ul><li>Have monthly giveaways </li></ul>
    35. 36. Cross-promote Use buttons on Blog, Website, Twitter, print, etc
    36. 37. Tie-ups: Eg: CIMB and SF Coffee
    37. 38. Create Facebook-only specials <ul><li>Have regular daily or weekly or monthly Facebook giveaways or discounts . Eg: Release a new QR code each month along with the special offer - 25 % off of a product you regularly sell or entire purchase if at a store or free samples or giveaways </li></ul>
    38. 39. A word of caution… <ul><li>Avoid shameless plugs on how wonderful you or the company are. </li></ul><ul><li>Your personal views are your own, don’t post updates in anger or in spite. Nothing is private on Facebook. </li></ul><ul><li>Don’t sign up for every game/quiz and annoy others with your updates. </li></ul><ul><li>Do not disclose confidential information obtained through work that may bring the company into disrepute. </li></ul><ul><li>Don’t undermine your effectiveness at work. </li></ul><ul><li>“ Friending” should not be taken literally – but others may misconstrue this as being partisan or biased. </li></ul><ul><li>Avoid racial, religious slurs and personal attacks. </li></ul><ul><li>You are still a company rep 24/7: Verify facts, identify sources before passing along news. Make it clear if you are skeptical of veracity of information, if you are. </li></ul>
    39. 40. Must-know Facebook Basics Info Update Status Messages Chat Friend Request Subscriptions Join Group Wall Like Share Comment @ Mentions Notes Question Privacy Settings Acct Settings Add photo Create album Tag photo Upload video Create A Page Apps Events Vanity URL
    40. 41. Searching Facebook in real-time Other methods: Bing.com/Social OneRiot.com (searchword site:facebook.com) FacePinch.com Youropenbook.org
    41. 42. Facebook: New Features <ul><li>Subscribe Button </li></ul><ul><ul><li>https://www.facebook.com/about/subscribe </li></ul></ul><ul><li>Smart Lists </li></ul><ul><ul><li>https://blog.facebook.com/blog.php?post=10150278932602131 </li></ul></ul><ul><li>Timeline </li></ul><ul><ul><li>https://www.facebook.com/about/timeline </li></ul></ul><ul><li>Ticker and Privacy settings </li></ul><ul><li>Video chat </li></ul>
    42. 43. Subscribe and Allow Subscribers To allow others to Subscribe to your Public posts, go here: https://www.facebook.com/about/subscribe Subscribers can see only the things you share publicly: https://www.facebook.com/about/sharing
    43. 44. Smart Lists https://www.facebook.com/ListsTeam https://blog.facebook.com/blog.php?post=10150278932602131 Create lists for Close Friends, Acquaintances, Work Mates or Restricted. Good for targetting posts to appropriate list of friends.
    44. 45. Timeline 840px 310px http://www.slideshare.net/supernovastudios/facebooks-new-timelime https://www.facebook.com/about/timeline
    45. 46. Creative uses of new cover pic
    46. 47. MORE: http://reface.me/profile-pictures/facebook-timeline-cover-photo-hacks/
    47. 48. Facebook: No more privacy <ul><li>Ticker: broadcasts all your activity, even to those people who aren’t your friends. </li></ul><ul><li>Go to Home > Privacy Settings > Apps and Websites > Edit Settings for each app and remove ‘Add app activity to your timeline’ for individual apps. </li></ul><ul><li>How to control your privacy on new FB http:// bit.ly/fbprivatelah </li></ul>
    48. 49. Facebook Video Chat <ul><li>Powered by Skype </li></ul><ul><li>https://www.facebook.com/videocalling </li></ul>
    49. 50. Case study: Intel <ul><li>Turning followers into brand ambassadors </li></ul>Source: Ekaterina Walter, Social Media Strategist, Intel
    50. 51. Get to know your audience
    51. 52. Make it fun with quirky questions, games, polls
    52. 53. Avoid automated updates* <ul><li>Frequent automated status updates makes your Page inhuman </li></ul><ul><li>Facebook hides repeated updates in “Show Similar Posts” </li></ul><ul><li>Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day </li></ul><ul><li>Find a balance between “official” updates and being human and spontaneous </li></ul>* Exceptions: Long weekend or going on leave or reaching customers in different time zones. Do not post every tweet to FB, instead use Selective Tweets app and #fb to cross-post relevant tweets.
    53. 54. Encourage shares, @mentions, show gratitude for sharing <ul><li>Use @<insert name of fan> to encourage interaction </li></ul><ul><li>Use of photos and videos gets a lot of traffic </li></ul>
    54. 55. Provide house rules or moderation guidelines
    55. 56. Celebrate milestones
    56. 57. Important considerations <ul><li>Promotion Guidelines: </li></ul><ul><li>http://www.facebook.com/promotions_guidelines.php </li></ul><ul><li>Analytics: http://www.facebook.com/insights </li></ul><ul><li>Sponsored stories: https://www.facebook.com/marketing </li></ul><ul><li>Facebook advertising: https://www.facebook.com/advertising </li></ul>
    57. 58. Source: Ogilvy, 360 Digital Influence
    58. 59. Case study: Facebook outreach programme
    59. 60. MAS: Engaging bloggers using Facebook
    60. 61. <ul><li>As part of MAS' blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme. </li></ul><ul><li>During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill. </li></ul><ul><li>Location: Malaysia Airlines Academy, Kelana Jaya </li></ul>MAS: Blogger outreach
    61. 62. <ul><li>Photos first posted on MAS Facebook page </li></ul><ul><li>Re-posted on blogger’s blog with personal account of experience </li></ul><ul><li>Article re-posted on “Living Malaysian Hospitality” – MAS blog </li></ul>Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711 http://lenaee.blogspot.com/2009/05/7.html http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew