facebook for marketing and public relations

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Facebook for Marketing & PR Vincenzo Cosenza // Digital PR June 2010

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How to use facebook for marketing and public relations, Tools, tricks, best practices.

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Page 1: Facebook For Marketing And Public Relations

Facebook for Marketing & PRVincenzo Cosenza // Digital PRJune 2010

Page 2: Facebook For Marketing And Public Relations

AGENDA

• Social Networks (facts & stats)

• Facebook for business

– How to built a Facebook Page

– How to buy social ads

– How to track your progress

• Social Plugins

Page 3: Facebook For Marketing And Public Relations

SNS DEFINITION

danah boyd (Univ. of California-Berkeley)

e Nicole B. Ellison (Michigan State Univ.)

define social network sites as web-based

services that allow individuals to:

• construct a public or semi-public profile

within a bounded system

• articulate a list of other users with whom

they share a connection

• view and traverse their list of connections

and those made by others within the

system.

http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

Page 4: Facebook For Marketing And Public Relations

WHY ARE THEY SO IMPORTANT ?

• For the first time ever, social

network or blog sites are visited

by three quarters of global

consumers who go online

• The popularity of social

networking in Brazil is due to

the Orkut phenomenon, which

first appeared there in 2004

• Facebook’s reach is the widest

in Italy, capturing two-thirds of

the active unique audience in

April 2010, making the site

relatively more popular in Italy

than in the three major English-

speaking markets. http://blog.nielsen.com/nielsenwire/online_

mobile/social-media-accounts-for-22-

percent-of-time-online/

Page 5: Facebook For Marketing And Public Relations

SOCIAL NETWORKS IN THE WORLD

• A map of the world, showing the most popular social networks by country, according to Alexa

& Google traffic data

http://www.vincos.it/

Page 6: Facebook For Marketing And Public Relations

FACEBOOK IN EUROPE

Top Country Users

United Kingdom 26,931,740

Turkey 22,501,180

France 18,691,520

Italy 16,255,200

Spain 10,531,140

Germany 9,804,208

Sweden 3,903,000

Belgium 3,491,620

Netherlands 2,597,680

Denmark 2,541,120

http://www.facebook.com/ads/create

In terms of penetrations:

- Norway 53 %

- Denmark 46 %

- UK 44 %

Page 7: Facebook For Marketing And Public Relations

TOP LANGUAGES

• The strongest growth among the language groups this month is coming from

Europe

Page 8: Facebook For Marketing And Public Relations

WHY IS ITIMPORTANT?

Almost 500 million users

more than 70% are outside U.S.

50% of active users log on to Facebook in

any given day

Average user has 130 friends

Average user is connected to 60 pages,

groups and events

More than 25 billion pieces of content (web

links, news stories, blog posts, notes, photos,

etc.) shared every month

More than 100 million active users currently

accessing Facebook through their mobile

devices

Page 9: Facebook For Marketing And Public Relations

FACEBOOK FORBUSINESS

Page 10: Facebook For Marketing And Public Relations

DEFINE A GOAL

• product updates, promotions, events, etc.Awareness

• engage in authentic conversations with your Fans and keep yourbrand top-of-mind

Build Relationships

• get feedback from Fans or find out what people are talking aboutGet Input

• go buy my new productMotivate to Action

• encourage Fans to help you reach new customersBrand Evangelism

Now that Public Profiles have the ability to generate stories in Fans’ News Feeds, the

content and frequency of sharing has become more important than ever

Page 11: Facebook For Marketing And Public Relations

FACEBOOK HAS 2 SOULS: MARKETING & PR

Marketing

ADV + Social Ads

Applications

Virtual Gifts

FB Connect + Social Plugins

PR

Official Page

Community Page

Groups

Page 12: Facebook For Marketing And Public Relations

OFFICIAL PAGES, COMMUNITY PAGES, GROUPS ? 1/2

• Official Pages (aka Public

Profiles) enable public figures,

businesses, organizations and

other entities to create an

authentic presence on Facebook

• Community Pages (beta) are

dedicated to a topic or

experience. They are a

collection of Wikipedia pages +

status update related to a topic

• Groups allow people to come

together around a common

cause, issue or activity to

organize, express objectives,

discuss issues

Page 13: Facebook For Marketing And Public Relations

OFFICIAL PAGE, COMMUNITY PAGE, GROUP ? 2/2• If your campaign depends heavily on

regular communication with large numbers

of people, Pages are definitely your best

option. In addition you can:

– Get vanity URL

– customize them

– view demographic information

– Target posts and updates

• By contrast, if your goal is to maximize the

number of people that come in contact with

your brand, but communicating with them

over time is less important, the viral invitation

feature of Groups allows them to

potentially grow much faster

Page 14: Facebook For Marketing And Public Relations

FB FOR PR: NEW OFFICIAL PAGE

Status Update Posted on the Stream And on the News Feed

• The old ―fan page‖ is

like a ―Profile‖ now

• Focus on the

―Stream‖ to

strenghten the

relationship with fans

Page 15: Facebook For Marketing And Public Relations

HOW TO BUILD ANOFFICIAL PAGE 1/2

• Official Pages are the foundation of your

presence on Facebook. It’s the place of your

relationship with your

customers/stakeholders

• Create a Page

http://www.facebook.com/page & choose

your category

• Upload a Profile Picture (.png or .jpg max

4MB - 200 pixels wide by 600 pixels high)

• Fill it with detailed Information

• Define the ―Wall Settings‖

• Use FBML box to create a landing page

http://www.facebook.com/apps/application.p

hp?id=4949752878

Page 16: Facebook For Marketing And Public Relations

HOW TO BUILD ANOFFICIAL PAGE 2/2

• Secure your Vanity URL

http://www.facebook.com/username/ (25 likes

needed)

• Once a Page reaches 10,000 fans, the

administrator is provided instructions on how to

authenticate the Page. Then he can see

detailed analytics

• Tip:

– Use third party tools like

http://www.involver.com/pages/index.html

– Connect your page to Twitter

http://www.facebook.com/twitter/

Page 17: Facebook For Marketing And Public Relations

A POLICY FOR AN OFFICIAL PAGE

An example

Welcome to the official Brand X page. We encourage you to add your comments

and opinions, but please keep in mind that this is a moderated place for

discussions and not a public forum.

We reserves the right to delete comments that:

• contain vulgar language, personal attacks of any nature, or offensive comments

targeted at any ethnic, political or religious groups;

• contain spam or links to external websites;

• are clearly off-subject;

• promote illegal activities;

• promote specific products, services or political organizations;

• infringe upon copyright law and make unauthorized use of registered trademarks;

Brand Xreserves the right to permanently exclude, and/or report to Facebook, those

users that repeatedly violate these rules;

• For specific issues or questions, we kindly ask that you write to us at the following e-

mail addresses: [email protected]

Page 18: Facebook For Marketing And Public Relations

HOW TO MANAGE AN OFFICIALPAGE

• Setup an editorial calendar for you activitiesPlan

• Listen to the voice of your customersListen

• Use Polls (i.e. what do you think of our new offering ?)Ask

• Answer the questions and the wall postsAnswer

• Photos and videos of the product or of the firm, news project previewsProduce

• Coupons , discounts, free samplesOffer

Page 19: Facebook For Marketing And Public Relations

OFFICIAL PAGES - DON’TS

Don’t use it exclusively for re-posting blog/website contents

Don’t talk exclusively about your products

Don’t do a monologue

Don’t use the Profile like a website (there’s a community to feed)

Don’t overwhelm your fans with messages (Start slow & share when you have something interesting to say)

Page 20: Facebook For Marketing And Public Relations

A TOOL TO MANAGE YOUR PAGES

• HOOTSUITE is a web based service that

allows you to manage multiple accounts

across different social networks (Facebook,

Twitter, Linkedin, Foursquare,…)

• To add your Pages to HootSuite, go to

Settings, select Social Networks, then click

Add Social Network. You will notice an option

indented underneath Facebook that says

Pages. Click on this option, and you’ll go

through the same steps you previously used to

authenticate private Facebook profiles.

• You can also enable your team to manage the

same page through Hootsuite

Page 21: Facebook For Marketing And Public Relations

HOW TO PROMOTE AN OFFICIALPAGE 1/2Small trick

• Use the ―Suggest to Friends‖ feature on

the Page.

• Trick for inviting all your friends

– Once the page has loaded you should see

all of your friends, but they are not

selected.

– At this point, copy and paste the javascript

code below into your Web browser’s

address bar, then hit ―Enter‖.

– javascript:elms=document.getElementById

('friends').getElementsByTagName('li');for(

var fid in elms){if(typeof elms[fid] ===

'object'){fs.click(elms[fid]);}}

– If all goes well, it selects all of your friends!

Page 22: Facebook For Marketing And Public Relations

HOW TO PROMOTE AN OFFICIALPAGE 2/2

• Engage unofficial groups of fans

• Advertise your FB page on

– TV Commercials

– Online Ads

– Website Link

– E-mail Link

– Facebook Ads

Page 23: Facebook For Marketing And Public Relations

ADV THROUGH MEDIA CENTERS/ENGAGEMENT ADS

Event Ads

Video Ads

Page/Website Ads

Gift Ads

Page 24: Facebook For Marketing And Public Relations

SOCIAL ADS

Design your Ad http://www.facebook.com/ads/create/

Target your audience by: location (country and city),

age, sex, keywords, education, workplace,

relationship status, relationship interests, languages

Decide your daily budget and schedule

Track your progress with real-time reporting

Facebook ads that send traffic to other websites

historically have performed quite poorly, while ads

that direct traffic to Facebook Pages perform well.

FB users becoming fans of your page is a valuable

conversion, because you’ll be able to communicate

with them directly as long as they’re fans of your

page.

Page 25: Facebook For Marketing And Public Relations

FACEBOOK APPLICATIONS

• Apps are a great way to involve

your customers

• There are more than 100,000

applications currently available in

the Facebook Application Directory

http://www.facebook.com/apps/dir

ectory.php

• Spanish is by far the language with

the most apps developed

• Take a look at the App Directory to

come up with ideas for your

customers

• Find a local developer to partner

with

Application Statistics

http://www.allfacebook.com/facebook-

application-statistics/

Page 26: Facebook For Marketing And Public Relations

VITAMIN WATER

An app to Involve Consumers in Co-Creation

• Vitamin Water (owned by Coca-Cola) created an

innovative and funny Facebook application called

―FLAVOR CREATOR‖

http://www.facebook.com/vitaminwater

• The goal was to involve consumers in product co-

creation. They were invited to

– Create a new vitamin formula (by mixing flavors)

for a new product release

– Choose the name of the new product

– Design the new product packaging even offering

(the best won $5,000)

• Results:

– 7+ minutes of engagement per app session

– 40K unique label designers

– A lot of media coverage

– New flavour launched in April 2010

Page 27: Facebook For Marketing And Public Relations

CHEVY

• How to promote your brand without Ads? Create a

useful application like Chevy Fuel Finder

• Enter in your zip code and it will give you a list of gas

stations with addresses, gas prices, and an

interactive map in case you don’t know where you’re

going.

• You can compare your local gas prices to those of

your Facebook friends.

• Surprisingly, the ads inside the app don’t feel like ads

at all and come in the form of more discreet features

that allow you to analyze and compare the fuel

efficiencies of different Chevy cars.

• http://apps.facebook.com/chevyfuelfinder

Page 28: Facebook For Marketing And Public Relations

FACEBOOK CONNECT

• Connect is a simple piece of code

that allows you to bring your social

graph (your friends) to your

customer’s website

• Users bring their real identity to

Connect partner sites, including:

interests, age, gender, location,

profile picture, name, friends,

photos, events, groups, and more.

• Users can easily share their actions

on partner sites with their friends via

Facebook Feed, requests, and

notifications.

• More than 10,000 websites have

implemented Facebook Connect

Page 29: Facebook For Marketing And Public Relations

CONNECT: LUFTHANSA

Through Connect implementation MySkyStatus information

about your flight can be shared automatically on Facebook

and Twitter

Page 31: Facebook For Marketing And Public Relations

VIRTUAL GIFTSAnother way to engage with your

audience

• Virtual Gifts are simple images/apps that

represent an object

• Users can buy virtual gifts and send to

your friends (1 $ = 100 credits)

• For brands they are a funny way for

engaging their audience

• For FB is a ―100 million $ per year‖

business

• FB is testing an advanced form of virtual

gift.

• In the future you can use it as a ―super

like‖ for commenting you friends’ statushttp://www.facebook.com/giftshop.php?ref=ts

Page 32: Facebook For Marketing And Public Relations

FACEBOOK INSIGHTS

• FB has launched a new dashboard for all FB

objects (pages, applications, domains)

http://www.facebook.com/insights

• Each FB page and each FB application come

with an analytics dashboard to track user

interactions

• Today you can also see FB metrics related to

a domain in order to track shared objects and

likes

Page 33: Facebook For Marketing And Public Relations

FACEBOOK SEARCH

• Facebook has never been known for their

powerful search functionality…but things are

changing…

• Thanks to integration with FB’s new Open

Graph protocol, sites like TripAdvisor.com are

now showing up in Facebook’s search results

• Tip

• If you want to search inside Facebook

without logging in try

http://openfacebooksearch.com/

Page 34: Facebook For Marketing And Public Relations

EXTENDFACEBOOK:SOCIAL PLUGINS

Page 35: Facebook For Marketing And Public Relations

LIKE BUTTON

• Social plugins are the easiest way to get

started with Facebook Platform. The plugins

are embeddable social features that can be

integrated in your site with a line of HTML.

Because they are hosted by Facebook, the

plugins are personalized for all users who are

logged into Facebook — even if the users

haven't yet signed up for your site.

• The most important social plugin is the Like

button, which enables users to post pages

from your site back to their Facebook profile

with one click. You can add a Like button to

any page with an iframe tag

• Examples of ―the like power‖

– http://likebutton.me/

– http://itstrending.com

Page 36: Facebook For Marketing And Public Relations

ACTIVITY FEED

• The Activity Feed plugin displays the most

interesting recent activity taking place on your

site.

• The activity feed displays stories both when

users like content on your site and when users

share content from your site back to Facebook.

• If a user is logged into Facebook, the plugin

will be personalized to highlight content from

their friends. If the user is logged out, the

activity feed will show recommendations from

your site, and give the user the option to log in

to Facebook.

http://developers.facebook.com/docs/reference

/plugins/activity

Page 37: Facebook For Marketing And Public Relations

RECOMMENDATIONS

• The Recommendations plugin shows

personalized recommendations to your users.

Since the content is hosted by Facebook, the

plugin can display personalized

recommendations whether or not the user has

logged into your site. To generate the

recommendations, the plugin considers all the

social interactions with URLs from your site.

For a logged in Facebook user, the plugin will

give preference to and highlight objects her

friends have interacted with

http://developers.facebook.com/docs/reference

/plugins/recommendations

Page 38: Facebook For Marketing And Public Relations

LEVI’S FRIEND STORE

• Best practice: Levi’s Friend Store

http://store.levi.com

• Personalizing the shopping experience

enabled Levis.com customers to engage with

Levis products and interact with Levis.com as

an extension of their personality.

• The Levis.com "Friends Store" is a destination

personalized to every Levis customer, where

they can interact with and purchase products

their friends have liked and shared.

Page 39: Facebook For Marketing And Public Relations

RESOURCES

• Daily news

• Inside Facebook

• All Facebook

• Facebook Resources

• Facebook Pages

• Facebook Marketing Solutions

• Facebook for Influencers

• Facebook Ads

• Books

• Facebook Marketing an hour a day (C.

Treadway & Mari Smith)

• Facebook Marketing Bible (J. Smith)