facebook pages 101 1229446222311069 2
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Courtesy of Social Intent, LLC. © 2008
Facebook Pages 101
1. Leveraging Facebook
2. Demographics
3. Facebook Channels
4. Facebook Pages
5. Example of a Page
6. Creating Page “Fans”
7. Marketing Your Page
8. Tactical Considerations
9. Executive Team
Courtesy of Social Intent, LLC. © 2008
Leve
ragi
ng F
aceb
ook
Facebook Pages represents an inexpensive way for organizations and brands to:
• Create brand awareness
• Generate leads
• Introduce a product/campaign
• Improve reputation
• Collect data/content
• Keep an ongoing dialogue with
customers
What’s your Facebook Strategy?
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Organizations from the Humane Society to Dunkin’ Donuts have Facebook Pages
Courtesy of Social Intent, LLC. © 2008
Dem
ogra
phic
s • Who’s on Facebook?
– Over 90 Million active users
– Approximately 1 million new users a week
– 250,000+ new users a day
– 5th most visited site
– 57% of U.S. Facebook users are out of college
– Over 50% return daily and spend 20+ minutes
Source: Facebook
– 85 percent of US consumers believe companies should interact with them via social media
Source: “Business in Social Media” 2008 Cone.
Source: Quantcast
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Courtesy of Social Intent, LLC. © 2008
Face
book
Cha
nnel
s • Marketing Channels on Facebook
– Facebook offers multiple ways for you to get exposure and connect with users. For marketers, the following are most impactful (take a deep breath):
Pages (Provide brands and corporations a social presence)* Applications (Custom functionality that can be added to a company Page or personal
Profile Pages) News Feed (Most valuable real-estate on Facebook - primarily furnished with stories
about how friends engage with your Pages or Applications) Profile page (Intended for individuals) Groups (Facebooks’s version of a discussion forum) Events (Announce events, collect RSVPs) Ads/Social Ads (Text based with a small image – highly integrated into the Facebook
interface – targeting based on users’ Facebook profiles) Display ads (Low performance traditional banners) Facebook Platform/Connect (Share Facebook login and social stories with your
websites outside of Facebook)
* In this presentation, we’ll focus on Pages
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Courtesy of Social Intent, LLC. © 2008
Face
book
Pag
es
Facebook Pages in a Nutshell
– It’s the easiest way to establish a presence within Facebook
– You may run promotions, polls and send updates to your Fans
– Can be extended with custom applications (your own or 3rd
party) for deeper, branded experiences and marketing programs
– User action will push a story to their friends’ News Feed,
potentially generating thousands of free viral ads
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Courtesy of Social Intent, LLC. © 2008
Upload Videos
Design Feature Applications
Message Wall for Users
Develop a Fan Base
Utilize HTML/FBML
Upload Photos Exa
mpl
e Pa
ge
Example of a Facebook Page
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Courtesy of Social Intent, LLC. © 2008
Cre
atin
g Pa
ge F
ans
Users who Fan* Facebook pages
1 – Supporters Large majority (more than 80%). Becomes a fan as a social media statement –
they want their friends to know that they like/support/endorse the page and/or the product/cause/brand.
2 – Ambassadors Small group (less than 10%). These people regularly read and post new
content to the page. Their engagement makes the community vibrant – and their involvement spreads through the News Feed of their friends – generating viral growth.
3 –Missionaries Tiny group (about 1%). They constantly engage the community with
discussions, original content and engage in advocacy outside of the group. Without these people the community on the page will lose credibility and wither.
*Yes, it’s a verb
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Courtesy of Social Intent, LLC. © 2008
Mar
keti
ng Y
our
Page
How to drive more traffic to your Page
– Provide users with interactive options that generate News Feed Stories:
Contests, polls, discussions are great engagement ‘fodder’ Allow visitors to upload pictures and video to you our page Create Events that users can RSVP to within your page
– Post messages in related groups about the existence of your page
– Email the Page URL employees, customers and prospects and ask them to Fan the page and share the page with their friends
– Buy Facebook “Social Ads”
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Example of a News Feed generated as Vidar became a Fan of Bluefly.com – and noticed by a Lana in her News Feed. The News Feed is the central real-estate found on users’ profile page.
Courtesy of Social Intent, LLC. © 2008
Tact
ical
Con
side
rati
ons
We’ll guide your tactical considerations, such as:
– Is the goal for your target community to have a dialogue with you or with each other (or both)?
– What kind of user engagement are you seeking? How will you ignite the dialogue and keep your influencers engaged?
– What features do you enable? Is the built in functionality of the Page sufficient – or do you need a custom application?
– How are you going to engage/respond to the user activity?
– How do you measure success? How do you improve the Page?
– What is the lifecycle of your effort? When/how does it end - or should it?
• Then we’ll set everything up, provide custom designs and applications, manage and monitor the community, manage paid marketing programs (thought we should mention that…)
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Courtesy of Social Intent, LLC. © 2008
Exe
cuti
ve T
eam
Vidar Brekke, CEO – Past positions: Strategic Planner at Ogilvy, VP Marketing at
JPMorgan, VP Marketing Linkstorm, Strategist/Creative Director Kurani Interactive, co-founder Icemedia USA.
– Past Clients: Coca-Cola, IBM, Vonage, Cisco, General Motors, American Express, Wal-Mart, E*Trade
Vineel Shah, CTO – Past positions: Senior Technical Yahoo at HotJobs, Manager of
Software Development at MTV Online, Software Developer/architect at iVillage, Citibank, ProgrammableWeb.
www.socialintent.com 30 Christopher St. Suite 4C. New York, NY 10014
vidar@socialintent.com +1 (646) 465-2965
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Strategy - Application Design & Development - Marketing
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