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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.
  • 05.Facebook

    1. 1. Module 5: Facebook & Media Relations
    2. 2. Why Facebook? <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. </li></ul><ul><li>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
    3. 3. CIMB on Facebook http://www.facebook.com/CIMBMalaysia One-to-one customer complaint resolution
    4. 4. Recruitment
    5. 5. CIMB advertises for social media-savvy employees
    6. 6. 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>
    7. 7. 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>
    8. 8. News updates
    9. 9. Marketing
    10. 10. Source: Ogilvy, 360 Digital Influence
    11. 11. Pros of Facebook <ul><li>Built-In Audience : Your target audience (and competitors) are already on Facebook. No additional registration or profile to fill to participate. </li></ul><ul><li>Rapid Rollout : Setting up a Facebook Page is easy - it doesn’t even require a developer or approval from IT. </li></ul><ul><li>Minimal Development Costs : 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. </li></ul><ul><li>Built-In Viral Features : If you post something interesting, it will have a life of its own. </li></ul><ul><li>Minimal Community Management Hassle : Facebook is aggressive in deleting accounts and inappropriate content. Half of the problem of managing your own community will be Facebook’s problem to deal with. </li></ul>
    12. 12. Cons of Facebook <ul><li>Facebook is in Constant Flux : 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>
    13. 13. 10 Facebook Tips <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>Create a Page or Group to promote events, conferences, seminars, projects, launches, your blog, your website. </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>
    14. 14. 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>Link to like-minded groups for related CSR: 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>
    15. 15. 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>
    16. 16. 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
    17. 17. FB Page: Technical best practices Posts Tabs About
    18. 18. “ Like” related sites, events, causes CIMB Edelman AirAsia
    19. 19. Creative use of Profile pic 540 px 180 px
    20. 20. 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
    21. 21. TIP: Use http://FBCrop.com to get size right Make landing page work for you – call to action
    22. 22. Edit Page > Manage Permissions
    23. 23. 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>
    24. 24. Cross-promote Use buttons on Blog, Website, Twitter, print, etc
    25. 25. Tie-ups: CIMB and SF Coffee
    26. 26. Searching Facebook in real-time Other methods: Bing.com/Social OneRiot.com (searchword site:facebook.com) FacePinch.com Youropenbook.org
    27. 27. 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>
    28. 28. 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
    29. 29. 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.
    30. 30. Timeline 840px 310px http://www.slideshare.net/supernovastudios/facebooks-new-timelime https://www.facebook.com/about/timeline
    31. 31. Creative uses of new cover pic
    32. 32. MORE: http://reface.me/profile-pictures/facebook-timeline-cover-photo-hacks/
    33. 33. 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>
    34. 34. Facebook Video Chat <ul><li>Powered by Skype </li></ul><ul><li>https://www.facebook.com/videocalling </li></ul>
    35. 35. Case study: Intel <ul><li>Turning followers into brand ambassadors </li></ul>Source: Ekaterina Walter, Social Media Strategist, Intel
    36. 36. Get to know your audience
    37. 37. Make it fun with quirky questions, games, polls
    38. 38. 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.
    39. 39. 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>
    40. 40. Provide house rules or moderation guidelines
    41. 41. Celebrate milestones
    42. 42. 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>
    43. 43. Social media best practices
    44. 44. 2.Connect 1.Listen 3.Add Value 4.Measure
    45. 45. 1. Listen <ul><li>Search keywords in Google </li></ul><ul><li>RSS feeds, iGoogle, Google Reader </li></ul><ul><li>Google Alerts, TweetAlarm </li></ul><ul><li>Facebook Group or Page </li></ul><ul><li>Use dashboard tools: SocialMention, Trackur, Brandtology </li></ul>
    46. 46. 2. Connect <ul><li>Twitter : Respond to tweets mentioning your brand, thank followers for re-tweets, say hello to new followers </li></ul><ul><li>Facebook: Thank new fans for “liking” your page, provide reasons to interact: polls, questions, games </li></ul><ul><li>YouTube, Blogs: Comment on blogs mentioning your brand, show gratitude if positive </li></ul>
    47. 47. 3. Add value <ul><li>Provide customer support </li></ul><ul><li>Respond to complaints </li></ul><ul><li>Direct questions to real people who can provide the answers, if unavailable on website </li></ul><ul><li>Correct misinformation, myths, rumours </li></ul><ul><li>Promote issues important to your company </li></ul>
    48. 48. 4. Measure <ul><li>Quantitative: Page views, Unique visitors, time spent, downloads, number of friends, fans, followers, likes, tweets, re-tweets, clicks to short links (eg: bit.ly provides stats), comments, mentions, video embeds </li></ul><ul><li>Qualitative: Were we able to resolve a customer issue, avert a crisis, save costs, improve a service/product. Did we learn something that we didn’t know before? </li></ul><ul><li>Were we able to engage our customers in new conversations? What is the sentiment of people blogging/tweeting about our brand – positive, negative, neutral? </li></ul>
    49. 49. Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it's the only thing that ever has. Margaret Mead, cultural anthropologist