digital briefing facebook bootcamp

FacebookSeptember 2009

Bootcamp

Agenda

• Getting started• Fanpage setup• Strategic approach to use Facebook• Measuring Success

Getting started…

If you are going to work with social media, be involved in social media.

Start your own, Facebook page, Twitter account, read blogs and get engaged.

That is the best way to understand the culture, tone, best practices, and protocol.

1. Know what you are talking about

When you are communicating in social media say who you are and who you work for.

Don’t try to be sneaky and pretend to be one of the ‘punters’ in the discussion room, commenting without saying who you are.

Misleading influencers is a ‘no-no’. You will be sniffed out.

2. Always be genuine and real

Social media success has to be built upon honesty and trust drawing from your organization’s core values and ideals.

Readers can see through sales talk.

Be passionate about what you do and let that show through your personality.

Let people see you as a person, not a mouthpiece.

3. Be yourself

It’s supposed to be a dialogue, not monologue

4. Listen to what others have to say

Allow users to generate content on your Wall

Answer questions, thank people even if it’s just a few words. Make it a two way conversation.

5. Respond

Don’t be afraid to say you were wrong and be quick to make changes when you are.

6. Learn from your mistakes

Appreciate suggestions and feedback, it will make what you do even better.

It’s a lot of work but if you only update once and leave it for 2 weeks, fans won’t have a reason to follow you if they can’t expect new content regularly.

7. Post frequently

What Works: Active Fan Engagement

Nothing new to promote? Help people learn more about your company

Engage in active conversation with Fans

What Works: Engaging Content

Ask your fans questions and answer theirs – there is real value in creating a community around your event

What Works: Word-of-mouth

Encourage fans to share and get participation from their friends

DON’T use social media to broadcast your everyday tasks.

People’s time is precious. Make listening to you worth their time.

8. Add valueShare tips, tricks, and insights. Make sure your posts are resourceful, entertaining or valuable to your fans

What Works: Event Coverage

Use the findings as opportunity to pique interest for your event/product.

You don’t have to be 100% internally focused.

Link to other blogs, videos, and news articles. Re-post what others have to say.

9. Be Connected

If you don’t like what you are doing, others willnotice it and won’t enjoy interacting with you.

10. Have fun!

Fanpage setup

http://www.facebook.com/pages/create.php

How To Upload your Profile Picture

How to Create a Event

How to Create a Photo Album

Other Applications

The video is under 1024 MB and under 20 minutes.

• Run Simple Contest• Promotions• Information

HELP! I need HELP!!

http://www.facebook.com/help.php?page=906

You’ve built a presence. Now what?

Strategic approach to use Facebook1. Define the roles and responsibilities internally

amongst your team members

• Customer service

• Crisis Management

• Business Development

• Product Promotion & Sales

• Event Coverage

• Issue Advocacy

Strategic approach to use Facebook2. Follow the conversation relevant to your field

• Customer Service Your customers & potential customers

Your brand, product and relevant issues

Industry leaders, similar interest groups, news/media

Those interested/attending event, media

Current and potential customers, those interested in similar products

Those interested in your cause, industry leaders, news/media

• Crisis Management

• Business Development

• Event Coverage

• Product Promotions & Sales

• Issues Advocacy

Strategic approach to use Facebook3. Create content to build your profile and reputation

• Customer Service

Insight, expertise, become a thought leader

Links to online promos, insider info on upcoming sales/discounts

Added value – advice, alert, tips

• Crisis Management

• Business Development

• Event Coverage

• Product Promotions & Sales

• Issues Advocacy

Content relevant to your customers – guide, tips, co. info

Additional resources, updated information, explanation

Event information, updates, behind the scenes coverage

Strategic approach to use Facebook4. Engage your customers/communities

Jump in the conversation. Be transparent and add value

Check replies and answer questions, provide info when needed

Know your fans, thank them for their support, get them involved

Answer questions, respond to comments about your service

Answer questions, respond to comments, raise issues, provide info

Setup discussions, talk to attendees, ask and answer questions

• Customer Service

• Crisis Management

• Business Development

• Event Coverage

• Product Promotions & Sales

• Issues Advocacy

Reach

Measuring Success• Number of fans• Number of brand mentions on walls• Number of news updates x fans

• Number of discussion topics• Number of wall posts on fan page• Number and tone of reviews posted• Amount of content or offers shared• Video views

Engagement

• Number of contest entries• Offline actions driven by coupons or

special offers• Click through for advertisements• Web traffic generated

Action