Digital Workshop: A Review of Facebook

Developments

Adam Rosenberg, Account SupervisorNovember 30, 2012

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What we’ll cover today…

•Approaching Facebook•Facebook: Tactic or a Strategy?•How Facebook Content Works•Creative Uses of Facebook•Leveraging Facebook’s Products•Open Graph: Why it’s not so scary•Paid Media Overview

•3 things it CAN’T DO:–Make bad content more interesting– Be simply a wire service– Replace your web site

Approaching Facebook

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Approaching Facebook

•Facebook is a business•They don’t build in

response to request•Their main product is

providing ads•People are on Facebook

to look at babies•Social context is our

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What are people doing on Facebook?

•People spend 40% of their time on the Facebook newsfeed– Newsfeed is where people go to share most important updates

•6% of brand’s fans engage with a brand’s content– 1 super fan = 75 average fans

•57% of Facebook users are mobile•70 billion pieces of content are shared each month•Average user has 245 friends and is connected to 80 pages– That user’s friends have an average of 359 friends

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Facebook and the rest of the Web

•26% of social media referral traffic to web sites•41% of B2B companies on Facebook generate leads•Nearly 10 million registered small businesses use Facebook•Fans are 74% more likely to recommend a brand/Non-Fans

are only 38% likely to do the same•58% of businesses see a drop in marketing costs•53.5 billion minutes spent per month

Guiding Principles to Facebook

•3 things it CAN DO:– Connect your brand with potential advocates– Serve as a customer service tool– Improve your search results

•3 things it CAN’T DO:–Make bad content more interesting– Be simply a wire service– Replace your web site

Facebook: Tactic or Strategy?

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Facebook: As a tactic within your strategyStrategic Goal Facebook’s role

Building Advocacy Sourcing potential advocates

Crisis Management Monitoring hub, rapid response

Support Customer Service Responding to customer inquiries through wall posts and private messaging

Promote Key Announcements Amplifying content with built-in share functionality

Specific Audience Messaging Portal for targeting custom audiences

Building Advocacy on Facebook

•Fans tend to be actual FANS•90% of customers trust

WoM•Relationship building

through Facebook page•Content geared at

activating current customers•Identify “super fans” and

most active community members•Spurs user-generated

content

How Content Works on Facebook

•Facebook is driven by relationships and interactions•The best relationships take

time•Lightweight interactions

(content items) build a relationship•Facebook gives you the tools

to create the most relevant content for your audience

In the end, it’s about trust….

OR

Facebook Content Life Cycle

•A fan engages with a piece of content and creates a STORY•The STORY appears on the

newsfeed for friends of the fan•A friend of the fan sees the

STORY and interacts with it•Friend of fan engages with

page because of social context

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Engagement Model

Free Paid

Brand Page Posts Ads

User Stories Sponsored Stories

Viral Reach

Organic Reach

Paid Reach

The challenge

•Facebook customizes content weight in newsfeed based on each individual user•A post is considered “fresh” for 3-7 days, but

the window for it to stretch organic reach is only 3-4 hours•Only way to “tell” Facebook that a post is

important is to put money behind it

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What makes good Facebook content?

•Evokes an emotion•Visual•Relevant•It’s not about you

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Example: Juniper Networks

•Election Day 2012•Call to action and

creative visual•Leveraged community

love for product to gain insights•Celebrated the user

Creative Uses of Facebook

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Crisis Management and Facebook•Conversation online spreads

quickly•Persistent monitoring•Quick approval of response

language•Work with PR teams to provide

insights on what’s driving reaction•Create social media-friendly

response

Example: FedEx

•Disparaging viral video of employee kicking package•Constant monitoring only

increased•Reached out directly to

customer•Executive YouTube

response shared on Facebook•Provided humility and

easily shareable statement

Customer Service is Core of Facebook

•Community issues and needs•95% of wall posts not

answered by brands•Ranked comment feature

draw more attention to this•Direct messaging function

allows private response to issues•Example: KLM Airlines

Supporting Key Announcements

•Making messages “social friendly”•Targeting current advocates

as driver for news•Leveraging visual

components•Exclusive to Facebook•Great for SEO•Built-in share tools•Example: Intel

Leveraging Facebook’s Products

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Think Globally…Global Pages

•Provide for a customized user experience geographically•Creates one URL•Global Insights•Customizable look and feel•Good for brands with large

global footprint

Example: KitKat

Act Locally….Post Targeting

•Target individual posts by gender, age, educational status, location•Ability to localize messages

without decreasing content output•Requires knowledge of

community•Must know which audiences

will get the biggest impact from content

Creating B2B Solutions

•Generate leads through tabs/apps•Gain feedback on individual

products•Build an industry community•Thought Leadership +

Networking•Creating Open Graph apps

Generating Leads on Facebook

•Example: Distilled•Apps and Tabs for sign ups•Pins and stars to highlight lead generation content

Product Feedback on Facebook

•Example: Juniper Networks•Using status updates to get

product feedback from the community

Building an Industry Community

•Example: GE•Making your page the go-to

for thought leadership and discussion

Thought Leadership + Networking

•Example: Google•Announcements and connecting with community

members

Open Graph: Why it’s not so scary

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What is “Open Graph?

•Open Graph = Collection of all of your interactions overtime with people, objects, etc.

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How Open Graph works

•A user adds your app to their Timeline•App specific actions are

shared on Facebook via the Graph API•Actions are displayed

throughout Timeline, News Feed, and Ticker•Experience becomes more

personalized based on actions taken (regardless of whether or not they’re shared publically)

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Why should you care?

•Facebook is putting an increasingly heavy value in action-generating apps•Content is king, apps are

creating content•Ability to grow on Facebook

doesn’t need to happen ON Facebook– Social plug-ins, like buttons,

Facebook Authentication, etc. all feed Open Graph

•Personalizes experience for user•Create customer testimonial

apps

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Paid Media Overview

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Putting Money Behind Messages

•Facebook Object (Like) Ads–Designed to drive traffic to a

Facebook page, App, or Event•Page Post Ads– Promote individual pieces of content

from your page as ad copy•Sponsored Stories– Highlight actions of fans, encourage

participation•Promoted Posts– Promote individual page posts to

fans and friends of fans

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Sponsored Story

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Promoted Post

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Sponsored Results

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Sponsored Stories or Promoted Posts?

•Sponsored Stories–Good for fan acquisition–Only show up when there’s a

social context

•Promoted Posts–Displayed in newsfeed– Increase current post

visibility amongst fans

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Sample Scenario: Promoted Posts

•Anna attended a wedding and all of her friends are posting about it•Because of this engagement

from her friends, they will be shown in her newsfeed•As a result, a brand post may

not appear organically in her news feed•By promoting the post, it will

appear higher in Anna’s news feed than it would have organically 43

Target to your heart’s content…

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Target to your heart’s content…

•Anyone: Shows ads to all•People connected to your brand•People not connected to your brand•Advanced Targeting: People connected to specific brands•Friends of Connections

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There’s lots to about Facebook

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Thank you!Questions?

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