facebook advanced compressed (nx power lite)
TRANSCRIPT
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Facebook Advanced
Eoin Kennedy Consultant
Online Strategy & Communicationswww.elucidate.ie
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Eoin Kennedy
•18 years communications experience.•Current chair IIA SMWG.•Freelance consultant & Knudger.com•PRII, MII, UCD, H Dip.
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Agenda
• Introductions/expectations.•Social Media Overview.• Facebook in Ireland.• Facebook Timeline.• Building a Facebook Page.• Uploading Content.
• Status updates• Photos• Presentations• Webcam
•Promoting your page •Facebook ads
•Group exercise •Making Custom Tabs
• Link to blog• Email capture• Database building• Running a promotion• F-commerce store• Misc tabs
•Insights.•Claiming a place. •Social Media Strategy• Using Mobile•Q&A
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Social Media is not
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Nor
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Closer to
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In reality its
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Storytelling
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Listening
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Facebook in Ireland
•2 million •900 new per day •25-35 620K• Dublin 780K• # 60th • 45% pop versus 69% online• Average CPC €.41• 4 hrs per month *• 800k access via mobile *• Average user 30.5 yrs• Increasing passport
Ref: http://www.socialbakers.com/places/country/ireland/* http://blog.neworld.com/2011/irish-social-media-statistics/
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Facebook Timeline
• Chronological• Fan interaction• Larger pictures• Messaging• Flexible Tabs• Telling brand stories• Driving traffic to websites• Fan page name change• New admin panel
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Timeline AnatomyNew admin panel
Cover photo and small profile photo
New tabs
Pinned or feature story
Enhanced photos & friend activity/likes & milestone
New messaging functionality
Update button
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Setting up a page
• Name and type of business
• Basic details• About and urls
• Tour• Get started
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Admin Panel
Who has done what on the page
Who likes you
Direct messages from viewers
Activity and impact
Edit & protect page Facebook ads, invite & share
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Main Page
Cover Photo
Profile Photo
Basic info
Tabs Panel
• Change by hovering over them• No price, purchase, contact, interface (like) or call to action• Set Facebook as page
Quick jumps
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Updating
• Editorial calendar• Webcam
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Updating
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Promoting your Page
• Facebook Ads• Sharing content• Inviting friends• Email contacts• Website share• Collateral• Buy likes
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Live Test Run
https://www.facebook.com/eoinkennedytraining
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Group Exercise
• One month supply of Facebook posts.• If logged in – utilise one new function.• Webcam interview of one social media tip.
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Tabs
Tabs Panel
• Default to 3 tabs• Can alter order• Connection to outside world• 3rd party app
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Running a Promotion
• Search for easypromos/appsbistro.• Add app• Build promotion•Change image on site
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Email Marketing
• Set up account with mailchimp or similar.•Find app on Facebook.•Upload app.•Customise.
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Misc Functionality• Lujure App.
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F-Commerce Store
• Vendorshop App•Add products• Select price & Distribution• Add app & approve
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Insights
•Interactions• Views, likes, feedback, comments
• Users• New likes, lifetime likes, monthly active
users, monthly active, weekly active, daily active, active users
•Show stats• Like Sources•New Likes• Demographics• Tabs views•Media Consumption•Page post impression•Places
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Insights - Fan
Look for legitimate fans.
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Ads
• Simple ad design format• 1. Design the ad• 2. Target it• 3. Budget & Schedule• 4. Review and edit
• Think goals, review & adapt
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Award Wining Facebook Page
• https://www.facebook.com/spin1038
• https://www.facebook.com/morningireland • https://www.facebook.com/meteor • http://www.facebook.com/TreyvaudsRestaurant • http://www.facebook.com/pages/ABBEYLEIX/31526382
6314?sk=info
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Spin 103.8
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Meteor
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Treyvaud’s
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Getting a like button
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Claiming a Place
• Register a place with mobile• Verify ownership with Facebook • Check in• Watch comments by others• Highly visual• Review deals potential
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Building a StrategyInternal
•Overall business objectives.
•Social and Online PR objectives.
•Describe success.
•What you need to succeed.
•How to mitigate the risks.
•Timings and budgets.
•Credibility
•Brand perception
•New products
•Generate sales
•Negative commentary
•Measureable, results, timely
•Link back to business objectives•
•Behaviours• Demographics• Psychographics• Goals and messages per different audience
•Length
• Term
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What’s next!
Plan Communication•Listen/Engage/Monitor•Content Streams
Channels, Assets, Tactics•Review tools/Tactics•Social Currency•Conversationalists•Asset creation•Integrate
Mapping•Competitors•Keywords/Key phrases•ID commentators•Key SM•Reporting
Teams and Collateral•Multi agency•Multi Department•Crisis Plans•SM Guidelines•Content•Capability
Evaluate•Metrics
•Agile
•Map and share
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Being Productive
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Monitising Social Networks.
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Thanks for your time.
Eoin Kennedy,
+ 353 86 8339540
+353 91 442 552
www.elucidate.ie
www.knudger.com
www.twitter.com/eoink
www.eoinkennedy.ie
Skype: eoin.kennedy.work