the a team = facebook dream team
DESCRIPTION
Why "The Ateam" is the Facebook "DreamTeam" Presentation to PR News Facebook ConferenceTRANSCRIPT
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The Facebook Dream Team
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Four Main Roles:
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CODEName:
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FACEMANMURDOCK
BA BARACUSHANNIBAL
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The Dream FaceBook Team
The FaceBook Dream Team
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“FACEMAN”“MERDOCK
” “BA BARACKUS”
“HANNIBAL”
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CODEName: “Faceman”• THE “AMBASSADOR”
• OUTSTANDING PEOPLE, Communications SKILLS
• Part Oprah, Part Fletch
• Prepared to Triage any Social Situation
• access to the right people, both internal & External
Community Manager
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CODEName: “Merdock”• THE “Optimizer”
• Lukewarm People skills
• Known to speak quickly
• EXPERT AT CONTENT OPTIMIZATION & Penetrating Edgerank
•Be Prepared for possible OVERWHELMING AMOUNT OF DATA.
• Both an “artist” & “scientist”
• Weapon of Choice: The K.P.I.
Metrics & Analytics
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Favoroite Merdock KPI:
“Hey Facebook
Community! Isn’t it COOL
earning credit card
points!”
“#$&% You!You increased my interest rate, you screwed my credit
score, and you gave me points that don’t work!
Creep!”
ON-TOPIC VS OFF TOPIC POST
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On-Topic Conversation Starter
Off-Topic Conversation Starter
On Topic Holiday Season
Off Topic Holiday Season
On-Topic Rewards
Off-Topic Rewards
On-Topic Advocacy/Tips
Off-Topic Advocacy/Tips
On-Topic Ad Campaign/Promotion
Off-Topic Ad Campaign/Promotion
On-Topic News Reports
Off-Topic News Reports
0 2 4 6 8 10 12 14 16 18 20
Positive Neutral Negative
TOTAL FACEBOOK POST SENTIMENT FEEDBACK FOR a PN BANKING CLIENT’s CONTENT(11/1/2010 – 1/4/2011)
10
Favoroite Merdock KPION-TOPIC VS OFF TOPIC POST
Mentions
Number of related posts by category
1
5
3
8
4
Positive 2%
Neutral68%
Negativ
e30%Response sentiment
skews neutral when PN Banking Client poses a
question to the Facebook community (44 responses
to 8 Questions)
3
Porter Novelli Analysis of Facebook; January 2010
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CODEName: “BA BARACUS”• THE “Muscle”
• Agressive and easily AGITATED
• Photos, infographics, videos are Common weapons
• Helps Drive engagement & On topic Reponses
• “Only Giving your community text updates ain’t no way to spur engagement, FooL!”
Creative & Tech
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CODEName: “Hannibal”• THE “Brain”
• Part Champion, Part Strategist
• Can BE internal or client side stakeholder.
•Acts as diplomat to more senior stakeholders.
• ABLE TO CONNECT FACEBOOK ACTIVITY TO LARGER BUSINESS GOALS
• Translates a Company's Strategy IN a Facebook ACTION PLAN.
Strategy & Account
“ I Love It
When a Plan
comes
together…”
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COMMUNITY MANAGER
METRICSCREATIVE
ACCOUNT
The Dream FaceBook Team
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Who SHOULD TRAIN The Facebook
Dream Team?
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MARKETING
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ADVERTISING
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PUBLIC RELATIONS
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The FaceBook Dream Team
@DARBTX