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Mastering Social Media Workshop 3

Implementation and Performance Measurement (Facebook)

Alan StevensonDr Jim Hamill

Vincent Hamillwww.energise2-0.com

January, 2012

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Focus

Key issues in implementing your social media strategy

– Channel Action Plans– Performance Measurement

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Channel Action Plans

• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel

• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc

• But not ‘Paralysis by Analysis’

• The Action Plan for each channel should include a clear statement of…..

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Channel Action Plans

• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s

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Key Questions to Address

Channel Vision and Objectives

• What is your overall vision for this channel?

• What are the main objectives to be achieved? Are these closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document)

• What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?

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Key Questions to Address

Channel Actions• The Basics – for each channel, are you happy with - Page

Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration

• Key Success Factors – the ‘4Cs’ approach– Customers– Content– Conversations– Conversion

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Key Questions to Address

Tools and Applications• What tools and apps should I use for this channel

Organisation, People and Resource Aspects• Do we have the right organisational ‘culture’ and

‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?

Performance Measurement• How should we measure channel performance and

business impact?

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Agenda

• Action Plans for Successful Channel Development– Twitter– Facebook– Linkedin (Guest Speaker – Paul Mcomish)– Blogging (briefly)

• ‘Stop and Reflect’ Exercises/ Channel Templates

• Same principles apply across all channels – ‘Be social before doing social’

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Channel Development

• Facebook – An Overview• Channel Set-Up and Terminology• Integration Options • The ‘4Cs’ - Content Plan, Customers (Building the

Community), Conversations, Conversions • Facebook Tools and Applications• Performance Measurement

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Facebook Overview

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Facebook – what is it?

• Facebook www.facebook.com is a social network service and website launched in February 2004

• Facebook allows users to do the following: – create profiles with photos, lists of personal interests,

contact information, and other personal information.– communicate with friends and other users through

private or public messages and a chat feature. – Join, “like” or run common interest groups or pages

(organized by business or brand)– advertise across the platform

Source: Wikipedia and The Authors

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Facebook Pages - Business Benefits

1. Customer loyalty, repeat business, referral, ‘advocacy’

2. Increased sales (sales / month) – F-Commerce

3. Improved marketing effectiveness/efficiency

4. Reputation/brand management

5. Improved customer/market knowledge and insight

6. Others?

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Facebook

• Whats changed (50 recent articles)• http://energise2-0.com/2011/09/27/new-facebook-changes-

the-best-recent-articles/

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Stop & Reflect

Facebook Exercise 1

Vision and Strategy What do you want to use it for?

What business benefits do you hope to derive?How will Facebook help you achieve your core business

objectives? What KPIs will you use for measuring on-going channel

performance? What are your targets for each KPI?

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Facebook

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How big is it?

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The most important stat is whetheryour most valuable current and potential ‘customers’ are hanging out on Facebook

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A Typical Facebook Profile: Wall

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Wall becomes Timeline…

• https://www.facebook.com/about/timeline

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Profile: News Feed

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A Typical Facebook Page

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Facebook Pages -Key Features

• Individuals can ‘Like’ pages, this action appears on the News Feed of their friends. Individuals can post, like (a post), comment, and share.

• FB Pages send status updates that appear in a likers’ homepage; FB Pages can post, like, comment and share*.

• FB Pages access in-house analytics, Facebook Insights and can have multiple administrators

• FB Pages are free and are unlimited in terms of likers. They can control the landing page a user first sees.

• FB Pages have SEO benefits - featuring high in search results for your brand or product.

Source: The Authors and Mokomarketing.com on Scrbd

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Facebook Pages

• Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels

• It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships

• Adopt a ‘customer led’ approach

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Getting Started

• Go to Facebook. Click on the “Create a Page"• Choose a category. Choose between: “local business or

place”, “company, organisation or institution”, “brand or product”, “artist, band or public figure”, “entertainment”, “cause or community”. Choose a sub-category. And complete business details.

• Link to a Facebook Account. Update your Page across: Category/ page name; Image; Photo Showcase; Default Filter; Admin View; Settings; Basic Information; and Permissions

• Suggest your Page to others• See if your contacts are on Facebook. After you fill out basic

info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts

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Features and Functions

• Posts• Comments• Likes• FBML Pages and Landing Pages• Main Navigation• Suggest to a Friend• Adverts

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Features and Functions

Logo

Post or Status

Update

Main Navigation and Likers

Comment

Photo Showcase

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Category

Custom Pages

Facebook Ads

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Features and Functions

Logo

Link added

Wall

Comments

Sort by Top Posts

Likes

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Applications

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Integration Options

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• You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube

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Facebook Likes

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Facebook + Websites / Blogs

• Like buttons (update Facebook profile when clicked)

• Activity button (show what friends are doing on the site)

• Add Comments (add comments to any web page)

• Recommendations (suggestions for web pages)

• Like box (view Facebook Page stream from website)

• Website Login / Registration authentication through Facebook

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Facebook and Twitter

• Publish Tweets on Facebook

• Publish Facebook Status Updates on Twitter

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Stop & Reflect Facebook Exercise 2

Make sure you understand the following terms: – Layout: Profile, Page, Wall, News Feed, Account

Settings, Search– Design – profile images - can be customised– Like (Page)– Post– Like (Post)– Comment– Share– FBML / Integration– Applications

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Key Success Factors

The 4Cs of Building a Successful Facebook Channel

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The 4Cs Framework

• Customers– engage with the right ‘customers’ and build your

community• Content

– be ‘customer led’ and add value• Conversations

– Facebook is not a broadcast channel. It is marketing as a ‘conversation’

• Conversions– the ‘call-to-action’; core business objectives

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Stop & Reflect Facebook Exercise 3

Facebook Exercise 3Who are your customers – who do you

wish to engage with on Facebook?

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Building Your Community

• Use ‘Friend Finder’/ ‘People You May Know’ to send

friend request to five people

• Use the search facility to join/‘like’ three relevant

groups/pages

• Explore the potential Return on Investment from

Facebook Advertising

• Invite friends by email using ‘Invite Friends’

• ‘Suggest to Friends’

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Building Your Community

• Embed Facebook widget/link on your web site/blog

• Invite your email/ezine subscribers

• Add social media profiles to your email signature file

• The potential for running an incentivised Facebook

Advert

• Add page link/badge to your profile page

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Building Your Community

• Actively participate in relevant groups/pages – tagging

your post

• Offline marketing of your Facebook Page

• Think about the best way of creating a viral campaign

• Once you reach 25 ‘likers’, register your own unique

address – www.facebook.com/username

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Content

• Frequency – how often to post or update• Topic – 5 key topics focusing on key customer groups• Type (update, video, image) – mix it up, photos and

videos can be more engaging• Own/Other Peoples Content (OPC) – look for other

content to share• Tone/theme – friendly, informal, warm, welcoming,

advisory, facilitative, authoritative• Sources of Inspiration – have some examples of your

ideal page• Participation in other groups/ pages – comment and

interact more widely

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Conversations

• Engage in other relevant FB pages/groups

• Look for opportunities to stimulate a discussion and

encourage user generated content on your own Page

• Encourage shares, likes and comments

• Create a Response Policy for FB (perhaps a wider

initiative across all channels)

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Engagement

• For status updates, try ending with a question.

• Add your own comments as needed to get the ball

rolling.

• Come back and reply often to your fans’ comments

• Agree an appropriate Response Policy

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Stop & Reflect Facebook Exercise 4

Evaluate your current Content/Conversation approach?

Make recommendations for improvement

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Conversion

• Look for opportunities to make a sale, generate an enquiry, create a referral

• Be subtle• Facebook is not a sales channel

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Managing Facebook

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Managing Facebook

• Third-Party Software can make managing one or more Facebook Pages easy. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the same application on your desktop and your mobile phone– Hootsuite http://hootsuite.com – TweetDeck http://www.tweetdeck.com – MediaFeedia http://mediafeedia.com – HyperAlerts http://www.hyperalerts.no

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Hootsuite

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Hootsuite

Hootsuite amongst the first to have a mobile client for Facebook Pages

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Stop & Reflect Facebook Exercise 5

Review and evaluate some of the Facebook Tools and Applications listed on our blog

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Performance Measurement

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Performance Measurement

• It is critical to measure the performance of your Facebook activities

• This can be done in two ways – ‘lag’ and ‘lead’ measures• ‘Lag’ measures are your ultimate ‘business’ objectives

e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc

• ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives

• These could include....

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Performance Measurement

• Involvement – the number and quality of people involved in Facebook

• Interaction – the number of comments and likes• Intimacy – the affection or aversion to Jacobite Cruises

on Facebook• Influence – recommendation in terms of shares on

Facebook• Insight – actionable insight on the Facebook Page• Impact – sales recorded on GA, enquiries

There are a number of tools available for monitoring your Facebook performance, including:

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Facebook Insights

• New insights include a statistic called “Talking About this”• http://searchengineland.com/demystifying-facebooks-people-

are-talking-about-this-metric-96104

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SocialBakers

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Export.ly

This Report provides a basic set of charts for Export.ly. For help or to inquire about custom data and reporting options, please contact us@rowfeeder.com

dates showing:

Choose Date Range from Drop-Down (Charts Adjust) --> Full Report 18/02/2010 through 28/01/2011

Fan Page Activity Overview…

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Fan Page Activity Over TimePosts by Fans Posts by Admin Fan Comments

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- 100 200 300 400 500 600

Total Posts by Admin

Total User Comments

Total Likes on Comments

Total Likes on Posts

Total Unique Commenters

Total Fan Page Activity

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Stop & Reflect Facebook Exercise 6

Use one or more of the following tools to monitorthe performance of a Facebook Page of your ownchoice

• Facebook Insights http://www.facebook.com

• Social Baker http://www.socialbakers.com

• Hootsuite http://hootsuite.com

• Export.ly http://export.ly

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Stop & Reflect Facebook Exercise 7

Organisation, People and Resource Aspects

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and

resourced? Policies and Guidelines?

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Facebook Do’s and Dont’s

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Do’s and Don’t’s

• Don’t Get Too Personal– On a Facebook Page you are representing a company or

brand - keep the conversations warm but professional

• Don’t Overpost– Always try to create valuable, engaging posts. Make music

not noise

• Don’t Under-Post– Your customers are there for an engaging experience,

don’t neglect your Page or the needs of your network!

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Do’s and Don’t’s

• Do look for opportunities to engage– Always look for opportunities to widen out the

conversation – be a good facilitator

• Do - be attentive– Respond as quickly as possible – within hours not days.

• Do let people know you exist– Don’t be afraid to promote your Page offline and online

• Do engage on other Pages– Where your customers hang out

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Thank You

Questions