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FacebookTraining Session

North Ayrshire Council

Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

March, 2011

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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

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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

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Facebook Exercise 1

If you don’t already have a profile page, please go to www.facebook.com and register.

If you do, review your settings

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A Typical Facebook Page

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Facebook Pages -Key Features

• Individuals can ‘Like’ businesses or brands, this action appears on the homepage of their friends. They can post, like, comment, suggest a page.

• FB Pages send status updates that appear in a likers’ homepage; FB Pages can “like” other pages

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

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

• FB Pages also have SEO benefits because they show up very 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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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 Exercise 2a

What do you want to use it for? What business benefits do you hope to derive?

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Facebook Exercise 2b Set up a Facebook Page for your business. Happy with your profile and page design?

Understand the basic layout of your Facebook Page e.g. Customised Pages, Landing Page, Events,

Facebook Insights, Suggest to Friends

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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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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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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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Facebook Exercise 3Start to Build Your Community

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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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Facebook Exercise 4Content, Conversations and Engagement

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Facebook Exercise 4

• Fill in the Facebook Content Plan

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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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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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Applicationsfor Managing Facebook

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Exercise 5

• Facebook Applications 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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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

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Facebook Insights

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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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Wal

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

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429

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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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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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Thank You

Questions