Facebook Fan Page Optimization

Efficient brand promotion on
Facebook

Before we begin...

MUST SEE :)

Presentation name / Author 6.3.2012 © Sanoma Magazines 2

Facebook in numbers
• More than 600 000 000 active users
• 50% of active users log on to Facebook in any given day
• More than 200 000 000 active users currently accessing Facebook through their
mobile devices
• More than 3 000 000 active fan pages
• More than 550 000 apps and over 1 million app developers
• 70% of users engage with apps each month
• 20 million people “Like” brand pages each day.
• The average user follows 8.7 brands.
• The average age of a brand “Liker” is 31.
• 139 brands have more than 1 million “Likes”.

Source: mashable.com

Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 4

Facebook in numbers - Romania
• 2 590 400 users in Romania

Users age distribution
on Facebook
in Romania

Source: http://www.socialbakers.com/facebook-statistics/romania/last-3-months#chart-intervals



Male/female user ratio
on Facebook
in Romania

Source: http://www.socialbakers.com/facebook-statistics/romania/last-3-months#chart-intervals


The map of Facebook users in Romania

Source: http://www.facebrands.ro/map.html


Basic principles in social media

3 basic principles in social media

1. It’s a commitment!
2. Be honest... with yourself and your
“likers”!
3. Social media = compromise! You have to
give and take, not just take.


Other social media principles
• Identify with the brand!
• Build and mentain an open communication with your fans.
• Be active!
• Be unique! (unique product, unique vision, unique promotion)

GOLDEN RULE:
• When a person assumes the role of coordinating
and promoting the brand on social networks, he
has to take the brand personality, not his.


Facebook – account types

• Profile page
• Fan Page
• Group Page


Creative use of the Facebook header


Settings
Account settings Privacy settings
Page dedicated to the privacy issues:
http://www.facebook.com/fbprivacy


Fan Page


Fan Page – features

• Pages are public and anyone can view them (Facebook user or
not).
• Pages are indexed by search engines. Therefore, you can get more
traffic from Facebook.
• Updates, messages, announcement for fans. These are the
“elements” that help build a community of users which are
interested to the information you provide.
• You control the page and the information.
• All the information that you share on you fan page wall can be
viewed on the users news feed (Facebook home).


Top 10 most used apps on Facebook
1. CityVille – 99.544.935 active users / month
2. Static FBML – 96.576.053 active users / month
3. Facebook for iPhone – 62.949.864 active users / month
4. FarmVille – 54.927.466 active users / month
5. Discussion Boards – 50.383.480 active users / month
6. Texas HoldEm Poker – 36.867.243 active users / month
7. Facebook for BlackBerry – 29.052.477 active users / month
8. Frontier Ville – 25.558.250 active users / month
9. Badoo – 24.936.422 active users / month
10. Facebook for Android – 24.695.245 active users / month
Source: http://www.socialbakers.com


Top apps to use on a fan page

1. Static FBML
2. Discussion Boards
3. Polls
4. Quiz


Romanian Brands on Facebook
• http://apps.facebook.com/robrands/ or http://facebrands.ro/

Romanian Brands on Facebook is
an application developed by Andrei Stefan
(webdeveloper freelancer and
owner of lumeamica.ro).

The database is still developing.
Fan pages are constantly added.

COSMOPOLITAN.ro is now on 151th place
of a 6 407 pages in the general ranking
and 4th place of 92 pages in
“magazines” category.


Top 10 Romanian Fan Pages

1. Inna - http://www.facebook.com/Inna - 2.022.181 Fans
2. Edward Maya - http://www.facebook.com/EdwardMayaOfficial - 208.507
Fans
3. Akcent - http://www.facebook.com/AkcentMusic - 202.009 Fans
4. Radio ZU - http://www.facebook.com/radiozu - 178.203 Fans
5. Kiss FM - http://www.facebook.com/kissfmromania - 148.904 Fans
6. Cronica Carcotasilor - http://www.facebook.com/Carcotasii - 144.137
Fans
7. George Hagi – facebook.com/pages/George-Hagi/10826591807 -
137.675 Fans
8. AdoptiiCaini.ro - http://www.facebook.com/adoptiicaini - 131.028 Fans
9. Romania - facebook.com/pages/Romania/84452224302 - 113.977Fans
10. Visit Romania! - facebook.com/discover.romania - 111.532 Fans


Top 10 Facebook Fan Pages

1. Texas Hold'em Poker – 34.403.507 Fans
2. Facebook – 32.774.540 Fans
3. Michael Jackson – 27.676.313 Fans
4. Lady Gaga – 27.211.588 Fans
5. Eminem – 26.695.188 Fans
6. YouTube – 26.400.126 Fans
7. Family Guy – 24.775.865 Fans
8. Rihanna – 22.691.278 Fans
9. Coca-Cola – 22.107.002 Fans
10. Linkin Park – 21.661.677 Fans


Top Fan Pages of Sanoma Hearst Romania

1. Cosmopolitan – 14 585 Fans 12. mamica de azi – 1 530 Fans
2. FHM – 8 961 Fans 13. Parinti.com – 1 520 Fans
3. Esquire – 4 584 Fans 14. sanatatea de azi – 930 Fans
4. Marie Claire – 4 364 Fans 15. Miresici – 916 Fans
5. National Geographic – 3 948 Fans 16. bucataria de azi - 878 Fans
6. Story – 3 738 Fans 17. Harper’s Bazaar – 628 Fans
7. mami - 2 877 Fans 18. Beau Monde – 474 Fans
8. eCuisine – 2 684 Fans 19. Sensa – 425 Fans
9. MagazinulDeCase.ro – 2 511 Fans 20. Villa Design – 81 Fans
10. FEMEIA. - 2 038 Fans 21. Auto Motor si Sport – 24 Fans
11. Casa si Gradina – 1 852 Fans 22. Femeia de azi – 9 Fans


FBML = FaceBook Markup Language

http://www.facebook.com/apps/application.php?id=4949752878

• Page dedicated to help building and developing FBML tabs -
http://developers.facebook.com/docs/reference/fbml/


FBML


FBML

The first personalized tab should illustrate a welcome
message to the users.

It must contain elements that are on site/brand/product.

Don’t forget to set up as landing tab!


How to add FBML to your page
• Step 1:
http://www.facebook.com/apps/application.php?id=4949752878&
b
• Step 2:
Click Add to my page
• Step 3:
Select the page on which
do you want the FBML tab
(it applies only to the pages
on which you are admin)
Click Add to page


• Step 4: Go back to your page
Click Edit Page
Click Applications


• Step 5:
Design FBML

Also, from here
you can set up
another FBML
Under Save Changes
you have the option
Add another FBML box.


After you finish writing the code of FBML, go back to your page.

With the help of your
mouse you can redo
the order of the tabs.

The tabs that are
always fixed:
Wall and Info.


10 things to establish before starting
a fan page

10 things to establish before starting a fan
page
1. Establish the clear purpose of your page.
2. After the page gets 25 fans, personalize the link.
3. Post regularly interesting info for your fans.
4. Personalize the page – video, pictures, twitter, apps etc.
5. Friendly communication with fans! Say your name and all kinds of stuff
about you.
6. Estabilish an editorial strategy!
7. Don’t set up an automatic post of your tweets or blog posts on your page!
8. Use the FBML creatively!
9. Don’t “run” after likes! Quality is most important!
10. Mention the fan page on other online and offline channels.


Facebook Fan Pages
How to create a fan page

Method 1 – Direct link: http://www.facebook.com/pages/create.php


Method 2 – From another fan page; option under the left column


Method 3 – Ads and pages section (if you are already admin of at
least 1 page)



The difference between Community Page and Fan
Page:

• Community Page – for general topics
• Fan Page – for companies, brands, celebrities, bands, products,
local businesses etc.


Fan Page - options
From the Edit Page option you cand go to the settings of the page.


Fan Page - options
Manage Permissions:


Expand comments on stories


Fan Page - options
Basic information:
• Site
• Funded year/date of the brand/band/product etc.


Fan Page - options
Profile Picture:
• Upload new photo
• It can be changed directly
from page


Fan Page - options
Marketing:
• Ads
• promo for other websites: badge, like box
• Updates (a sort of newsletter in Facebook)


Fan Page - options
Manage Admins:


Fan Page - options
Applications:


Fan Page - options
Insights:


Facebook Fan Pages
How to personalize the link of a fan page

The personalization of the link is a step that any brand/company/public person should
do.

Personalization is actually the modification of the default Facebook link in a form like:
www.facebook.com/chosen-username.

For example, Cosmopolitan.ro had the following default link –
http://www.facebook.com/pages/wwwcosmopolitanro/54953292062?pu
b=2309869772 –
and after the personalization is like this:
http://www.facebook.com/cosmopolitan.romania.



• Step 1: Log in on Facebook.
• Step 2: Go to http://www.facebook.com/username.
• Step 3: The following window will be displayed:

• Step 4: Choose the page of which you want to personalize the link.
• Step 5: Verify the availability of the username. Important: in order to change the
username, the Fan Page must have at least 25 fans.
• Step 6: Now you are the proud owner of a personalized Facebook link! ;)


Facebook Fan Pages
Best practices

Best Practices
• The page must look good: representative profile picture, short description and, a
must, contact information.
• The minimal time between posts – 30 minutes.
• Establish an editorial calendar.
• Respond to the question of fans.
• Encourage the interaction and develop an easy communication.
• If you are going to miss a period of hours/days and you can’t be online, announce
you fans.
• You must give a personal note – the fans must know that they are communicating
with a real person, not a company!
• Be honest!
• Fresh information – news, articles, information, products etc.


Best Practices

Mention of a user / fan page in a post
• Offers visibility – the post appears also on the wall of the users/page that you
mentioned
• @name-user – as you type the username, it shows a list from which you cand
choose the user/page that you wanted
• You can do these mentions only from your friends and your pages that you like


Best Practices
Pictures
• You can set up the order of the pictures in an album and of albums
• You can set up the cover-picture of the album


Best Practices
Links: posting and editing


Best Practices
Link post

GOOD

BAD

And no likes on your own posts!


Best Practices

Share link from fan page on profile page


Best Practices

Chat with fans – not recommended!

Facebook isn’t messenger.

For brands, Facebook created the Discussions tab in pages – a forum in the
Facebook page.


Facebook Ads
• http://www.facebook.com/ads

• Case studies: http://www.facebook.com/FacebookAds?v=app_7146470109


Social media trends for 2011
• Group Buying (e.g. Grupon)
• Social Commerce -
http://www.youtube.com/watch?v=Ed5vJeaEuzA
• Q&A Sites
• Location based services
• QR Codes
• Branded Mobile Apps
• Social Media Policy - http://mashable.com/2009/06/02/social-
media-policy-musts/
» http://socialmediatoday.com/davefleet/151761/57-social-media-policy-
examples-and-resources
Source: www.manafu.ro


Thank you!

Cristina Avadanei
85th Buzesti Street, Floor 4 Content Manager cosmopolitan.ro
Bucharest District 1 (+4) 0726 289 631
Phone: (+4) 031 22 58 700
Fax: (+4) 031 22 58 715 cristina.avadanei@sanomahearst.ro
www.sanomahearst.ro twitter.com/crisu_avadanei
www.facebook.com/cristina.avadanei
http://socialweb.ro

Strategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei 6.3.2012 © Sanoma Hearst Romania

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