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1
Module 3:
2Computer
Network
Personal
Mobile
Social
1960s-----------------------------2020s Ubiquity
w
w
W
Digital eras
3
Facebook stats
• 1.11 million active monthly users, 751m via mobile (3/2013)
• 655m log in daily, 79% of users outside US
• Average user has 141.5 friends
• Average daily Facebook likes: 2.7 billion
• On average, more than 350 million photos are uploaded per
day. Facebook now hosts more photos than the top 20
photo sites combined
• Facebook bypassed Google as a No 1 most visited site in
US
• 65% of US Facebook users said they are more likely to
buy a product based on a positive Facebook friend
referral*
Source: http://newsroom.fb.com except * from eMarketer
4
CIMB on Facebook
http://www.facebook.com/CIMBMalaysia
One-to-one customer
complaint resolution
Translation: Azmi: ‘That’s two months my salary was delayed because of technical issues with your
bank. CIMB – curse this bank!”
CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tab
CIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.
5
Recruitment
6
CIMB advertises
for social media-
savvy employees
7
CIMB ad copy
“CIMB is looking for someone who wants
to spend all day on Facebook and get
paid for it. We want to bring our brand
closer to our customers and stakeholders
and are looking for people to help us do
so. If you believe that social media is the
next step in getting people to connect with
brands and if this is something you are
passionate about, then read on!”
8
Job: Asst Mgt/Exec-Social Media Team
• Location: The World Wide Web
Responsibilities:
• Create and execute social media
campaigns across the various
platforms that CIMB has
established communities in
(forums, Facebook, Twitter,
YouTube etc)
• Manage, monitor and engage in our
online community as well as
provide quantitative and qualitative
insights based on feedback from
this community
• Formulate strategies for programs
on social media that will
complement CIMB's initiatives
• Assist in the development of social
media strategies as well as
community management and
implementation of social media
campaigns across the region
• Requirements: Bachelors
Degree in any field, at least 1-3
years working experience in any
field
• Facebook & Twitter savvy
with an intimate knowledge
on developments of the media
landscape
• Able to work and engage with
people easily and comfortably
• Understand and appreciate
the difference between LOL
and ROFLMAO
• Please ensure that resumes are
submitted together with your
Facebook ID and Twitter handle
for our reference.
9
News updates
10
Marketing
11
What not to do
https://www.facebook.com/pages/Les-Deux-Garcons/190072754350375
12
Your target audience is already on Facebook. No additional
registration or profile to fill to participate.
1. Built-in audience
Setting up a Facebook Page is easy - it doesn’t require a
developer or approval from IT.
2. Rapid rollout
A Facebook Page is free, versus high costs of developing
a custom social networking site. But note: Experts,
custom apps, games, landing pages cost money.
3. Minimal costs
Why Facebook?
13
If you post something interesting, it will have a life of its
own.
4. Viral Features
Facebook is aggressive in deleting spammers, rogue
accounts and inappropriate content. This minimizes issues
in managing your own community.
5. Minimal Hassle
Hosting photos/videos is a lot easier and tagging makes
those photos easy for friends to share
6. Multimedia features
14
Facebook, LinkedIn, Twitter and other social networks are
great ways to drive traffic to your flagship website, e-
commerce platform or other owned sites.
7. Referral engine
You can find new customers you would not have discovered
otherwise and review profiles to generate new leads.
8. Leads
You can engage with existing customers in new ways and
build longterm relationships for customer retention.
9. Engagement
15
Friends’ recommendations of your promotions are better
received. Your giveaways, coupons, promos may trigger
call-to-actions and direct sales. It is easier to cross-promote
with partners.
10. Targetted promos
You can do one-to-one customer support and redirect to
right personnel for resolution.
11. Customer support
Proactive correction of misinformation, errors, inaccuracies,
myths and responding quickly to negative comments may
avert a crisis.
12. Reputation mgt
16
Cons of Facebook
• Facebook may change: While Facebook is the current
“it” social network, traffic may flatten and its future is not
guaranteed. If users abandon Facebook, they’ll be
abandoning your company/brand page too.
• You’re Limited to Facebook’s Feature Set: If
Facebook decides to drop or add features that aren’t
popular, or imposes restrictions that kill your
community’s growth, you’re out of luck.
• No Data Ownership: You are limited by number of
invites to your page and applications.
• Your Competitors Can Do the Same Thing: There are
no barriers to entry for Facebook pages. They can copy
the popular apps you develop. They can join your group
without your knowledge.
17
Facebook Page Basics
How To Start A Page:
http://www.facebook.com/pages/create.php
Facebook for Business
http://www.facebook.com/business/
18
What type of Facebook page
is right for me?
Local Business or Place
page is best:
• Merge with Bing Place data
(map & link on info tab)
• Fans can ‘check in’ to your
location
• Fields on info tab are more
detailed
• Categories help potential
clients find your business
19
•Custom URLs
•Unlimited
Fans/Likes
•Can add Apps,
Custom Tabs,
Games
•Visitor insights and
analytics
•Indexed by search
engines and can be
seen by non-fans
•Messages appear
as updates
•Can target by
location, language
Why a Facebook page
is the best for business:
Profile Groupvs vsPage
•Custom URLs
•Limited Friends,
Manual friending
•Line between
personal and
business blurred
•No analytics
•Cannot appoint
admins
•Limited custom
apps
•No custom URLS
•No support for
custom apps
•Can restrict who
can access: open,
closed, and secret.
•Can send bulk
message into inbox
of up to 5000
members
•No analytics
•Better for quick,
active discussions
20
10 Facebook Tips
1. Create a Page to promote events, conferences,
seminars, projects, launches, your blog, your
website.
2. Share: Be useful. Answer questions, offer tips,
guides, timely information.
3. Do link and promote to stories on your organisation,
but provide some other value-add or insider
insight, this is not just a broadcast medium.
4. Be human: Show you care, be witty, disclose some
of your personal interests, it helps to get to know you
better.
5. Use apps to automate stuff: blog posts, Twitter
updates ~ but don’t overdo it!
(http://apps.facebook.com/selectivetwitter)
21
10 Facebook Tips
6. Tag all photos and videos with “Company ABC”
for events. Divide photos into separate albums.
7. Address new fans with personal messages
8. Have two or three admins as backups
9. For CSR: like-minded groups for related pages: eg
Breast Cancer Awareness, Eradicate Polio.
10. Use smart lists to divide group and target
messages once you have mastered various apps
Note: Pages vs Groups: Pages are better for a long-term relationships
with your fans, readers or customers; Groups are better for hosting an
active discussion and attracting quick attention. Community pages are for
generic causes or topics. http://bit.ly/pagesvsgroups
22
Steps to creating a new page
1. Go To: http://www.facebook.com/pages/create.php
• Also a link to ‘Create a Page’ on the Home Page
• Links to ‘Create a Page’ In lower left corner of existing pages
2. Select the ‘Local Business or Place’ Page type
• Choose your business type category
• Enter business name & info
• Click ‘Get Started’
3. Log into the personal account you want to admin the page
• You will be prompted to do so if you were not logged in when
you started
4. Fill out your ‘info’ tab with details about your business
• Add links to your website, Twitter, etc.
• Add info about what you specialize in and offer
• Make a good first impression that makes people want to like the
page
5. Follow the steps on the “Get Started” tab
23
‘Get started’ tab makes it easy!
‘Get started’ tab walks you through:
1. Adding images
2. Posting a status update
• Encourage your friends to share your page
• Announce a new website or promo offer
3. Adding a ‘Like’ button to your website
• Takes a little coding knowledge
4. Inviting friends & announcing to fans
• Upload an Excel doc
• Import email contacts
• Suggest to personal Facebook friends
5. Syncing to a mobile device
24
Converting a Group to a Page
Facebook DOES NOT allow you to convert a group
to a page
– Groups were part of Facebook BEFORE Pages were
introduced
– When Pages were first introduced Facebook temporarily
allowed converting
– Only way to migrate group members to page fans now is
to ask them to ‘Like’ it
– Post new page URL on group wall and invite member to
‘Like’ the page
– Send a message and/or chat to members ask them to
spread the news & like the page
– Consider incentives to ‘like’ the page & suggest it (eg:% off
a service, coupons, being entered into a drawing for a free
gifts, etc.)
25
Converting your Profile to a Page
• Facebook lets you convert a personal Profile into
a Page!
http://www.facebook.com/pages/create.php?migrate
– Cannot be undone – So be sure it’s your best
option.
– Friends will be converted into fans that ‘Like’ the
Page
– Only Photos will be transferred. NOTE: All other
data lost!
– Facebook will provide you with a stripped-down
version of a Personal Profile, called a Business
Account, which will be the admin of the new Page.
It cannot become ‘Friends’ with anyone or ‘Like’
anything, etc.
26
Edit Page > Manage Permissions
27
Text on your Page
Posts
Tabs
About
28
Cross-promote
Use buttons on Blog, Website, Twitter, print, etc
29
Tie-ups: Eg: CIMB and SF Coffee
30
Create Facebook-only specials
• Have regular daily or weekly or monthly Facebook
giveaways or discounts. Eg: Release a new QR code each
month along with the special offer - 25% off of a product you
regularly sell or entire purchase if at a store or free samples
or giveaways
31
A word of caution…
1. Avoid shameless plugs on
how wonderful you or the
company are.
2. Your personal views are
your own, don’t post
updates in anger or in spite.
Nothing is private on
Facebook.
3. Don’t sign up for every
game/quiz and annoy others
with your updates.
4. Do not disclose confidential
information obtained
through work that may bring
the company into disrepute.
5.Don’t undermine your
effectiveness at work.
6.“Friending” should not be
taken literally – but others
may misconstrue this as
being partisan or biased.
7.Avoid racial, religious slurs
and personal attacks.
8.You are still a company rep
24/7: Verify facts, identify
sources before passing along
news. Make it clear if you are
skeptical of veracity of
information, if you are.
32
Must-know Facebook Basics
Info
Update Status
Messages
Chat
Friend Request
Subscriptions
Join Group
Wall
Like
Share
Comment
@ Mentions
Notes
Question
Privacy Settings
Acct Settings
Add photo
Create album
Tag photo
Upload video
Create A Page
Apps
Events
Vanity URL
33
Facebook jumpstarters
Fan Page Friday: Highlight one fan every
Friday
Expert hour: Set one-hour per week where
an expert answers questions on FB, ask
them to post questions early via video
“Office hours” – tell people when you are
live. Do live video eg: Ustream, JustinTV,
Linqto
Surprise giveaways for lightning quizzes
Run polls asking people what they think
about a specific story or subject.
34
Searching Facebook in real-time
Other method:
Bing.com/Social
35
Facebook: Some Features
• Follow Button
– http://www.facebook.com/about/follow
• Lists
– http://www.facebook.com/help/lists
• Timeline
– http://www.facebook.com/about/timeline
• Ticker
• Privacy settings
• Ads: http://www.facebook.com/ads/create/
36
Allow Followers without Friending
• To allow others to Follow your Public
posts:
– Click at the top right of any Facebook page
and choose Settings
– Click Followers from the left-hand column
– Check the box to the right of Turn On Follow
– Subscribers can see only the things you
share publicly
37
Lists
http://www.facebook.com/help/lists
Create lists for Close Friends, Acquaintances,
Work Mates or Restricted. Good for targetting
posts to appropriate list of friends.
38
Timeline
851px
315px
http://www.slideshare.net/supernovastudios/facebooks-new-timelime
http://www.facebook.com/CoverPhotoSize
39
Creative uses of new cover pic
40
MORE: http://reface.me/profile-pictures/facebook-timeline-
cover-photo-hacks/
41
Facebook Video Chat
• Powered by Skype
• http://www.facebook.com/videocalling
42
Case study: Intel
• Turning followers into brand ambassadors
Source: Ekaterina Walter, Social Media Strategist, Intel
43
Get to know your audience
44
Make it fun with quirky questions,
games, polls, surveys
45
Avoid automated updates*
• Frequent automated status updates
makes your Page inhuman
• Facebook hides repeated updates in
“Show Similar Posts”
• Space out updates so you don’t clog up
your fans News Feeds – 3 to 5 posts/day
• Find a balance between “official” updates
and being human and spontaneous
* Exceptions: Long weekend or going on leave or reaching customers in different
time zones. Do not post every tweet to FB, instead use Selective Tweets app and
#fb to cross-post relevant tweets.
46
Encourage shares, @mentions,
show gratitude for sharing
• Use @<insert name of fan> to encourage
interaction
• Use of photos and videos gets a lot of traffic
47
Provide house rules or
moderation guidelines
48
Meet f2f: Offline engagement
• Organize tweetups,
blogger meets and
Facebook fan days
or “meet the social
media team”
• Invite fans for
launches,
roadshows,
community projects,
sponsored events,
festivals
49
Celebrate milestones
50
Important considerations
• Promotion Guidelines:
http://www.facebook.com/promotions_guidelines.php
• Analytics: http://www.facebook.com/insights
• Sponsored stories:
http://www.facebook.com/marketing
• Facebook advertising:
http://www.facebook.com/advertising
• Facebook for Business:
http://www.facebook.com/business
51
Case study: MAS
Engaging bloggers using Facebook
52
• As part of MAS' blogger engagement
programme, 15 bloggers won a simple
contest and were invited to participate in an
exclusive cabin crew training programme.
• During the half-day programme, they were
given insights into cabin crew procedures on
grooming, first aid, emergency landing
evacuation, and water/raft drill.
• Location: Malaysia Airlines Academy,
Kelana Jaya
MAS: Blogger outreach
53
1. Photos first posted on MAS Facebook page
2. Re-posted on blogger’s blog with personal account of
experience
3. Article re-posted on “Living Malaysian Hospitality” –
MAS blog
Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711
http://lenaee.blogspot.com/2009/05/7.html
http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew

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03.Facebook

  • 3. 3 Facebook stats • 1.11 million active monthly users, 751m via mobile (3/2013) • 655m log in daily, 79% of users outside US • Average user has 141.5 friends • Average daily Facebook likes: 2.7 billion • On average, more than 350 million photos are uploaded per day. Facebook now hosts more photos than the top 20 photo sites combined • Facebook bypassed Google as a No 1 most visited site in US • 65% of US Facebook users said they are more likely to buy a product based on a positive Facebook friend referral* Source: http://newsroom.fb.com except * from eMarketer
  • 4. 4 CIMB on Facebook http://www.facebook.com/CIMBMalaysia One-to-one customer complaint resolution Translation: Azmi: ‘That’s two months my salary was delayed because of technical issues with your bank. CIMB – curse this bank!” CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tab CIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.
  • 6. 6 CIMB advertises for social media- savvy employees
  • 7. 7 CIMB ad copy “CIMB is looking for someone who wants to spend all day on Facebook and get paid for it. We want to bring our brand closer to our customers and stakeholders and are looking for people to help us do so. If you believe that social media is the next step in getting people to connect with brands and if this is something you are passionate about, then read on!”
  • 8. 8 Job: Asst Mgt/Exec-Social Media Team • Location: The World Wide Web Responsibilities: • Create and execute social media campaigns across the various platforms that CIMB has established communities in (forums, Facebook, Twitter, YouTube etc) • Manage, monitor and engage in our online community as well as provide quantitative and qualitative insights based on feedback from this community • Formulate strategies for programs on social media that will complement CIMB's initiatives • Assist in the development of social media strategies as well as community management and implementation of social media campaigns across the region • Requirements: Bachelors Degree in any field, at least 1-3 years working experience in any field • Facebook & Twitter savvy with an intimate knowledge on developments of the media landscape • Able to work and engage with people easily and comfortably • Understand and appreciate the difference between LOL and ROFLMAO • Please ensure that resumes are submitted together with your Facebook ID and Twitter handle for our reference.
  • 11. 11 What not to do https://www.facebook.com/pages/Les-Deux-Garcons/190072754350375
  • 12. 12 Your target audience is already on Facebook. No additional registration or profile to fill to participate. 1. Built-in audience Setting up a Facebook Page is easy - it doesn’t require a developer or approval from IT. 2. Rapid rollout A Facebook Page is free, versus high costs of developing a custom social networking site. But note: Experts, custom apps, games, landing pages cost money. 3. Minimal costs Why Facebook?
  • 13. 13 If you post something interesting, it will have a life of its own. 4. Viral Features Facebook is aggressive in deleting spammers, rogue accounts and inappropriate content. This minimizes issues in managing your own community. 5. Minimal Hassle Hosting photos/videos is a lot easier and tagging makes those photos easy for friends to share 6. Multimedia features
  • 14. 14 Facebook, LinkedIn, Twitter and other social networks are great ways to drive traffic to your flagship website, e- commerce platform or other owned sites. 7. Referral engine You can find new customers you would not have discovered otherwise and review profiles to generate new leads. 8. Leads You can engage with existing customers in new ways and build longterm relationships for customer retention. 9. Engagement
  • 15. 15 Friends’ recommendations of your promotions are better received. Your giveaways, coupons, promos may trigger call-to-actions and direct sales. It is easier to cross-promote with partners. 10. Targetted promos You can do one-to-one customer support and redirect to right personnel for resolution. 11. Customer support Proactive correction of misinformation, errors, inaccuracies, myths and responding quickly to negative comments may avert a crisis. 12. Reputation mgt
  • 16. 16 Cons of Facebook • Facebook may change: While Facebook is the current “it” social network, traffic may flatten and its future is not guaranteed. If users abandon Facebook, they’ll be abandoning your company/brand page too. • You’re Limited to Facebook’s Feature Set: If Facebook decides to drop or add features that aren’t popular, or imposes restrictions that kill your community’s growth, you’re out of luck. • No Data Ownership: You are limited by number of invites to your page and applications. • Your Competitors Can Do the Same Thing: There are no barriers to entry for Facebook pages. They can copy the popular apps you develop. They can join your group without your knowledge.
  • 17. 17 Facebook Page Basics How To Start A Page: http://www.facebook.com/pages/create.php Facebook for Business http://www.facebook.com/business/
  • 18. 18 What type of Facebook page is right for me? Local Business or Place page is best: • Merge with Bing Place data (map & link on info tab) • Fans can ‘check in’ to your location • Fields on info tab are more detailed • Categories help potential clients find your business
  • 19. 19 •Custom URLs •Unlimited Fans/Likes •Can add Apps, Custom Tabs, Games •Visitor insights and analytics •Indexed by search engines and can be seen by non-fans •Messages appear as updates •Can target by location, language Why a Facebook page is the best for business: Profile Groupvs vsPage •Custom URLs •Limited Friends, Manual friending •Line between personal and business blurred •No analytics •Cannot appoint admins •Limited custom apps •No custom URLS •No support for custom apps •Can restrict who can access: open, closed, and secret. •Can send bulk message into inbox of up to 5000 members •No analytics •Better for quick, active discussions
  • 20. 20 10 Facebook Tips 1. Create a Page to promote events, conferences, seminars, projects, launches, your blog, your website. 2. Share: Be useful. Answer questions, offer tips, guides, timely information. 3. Do link and promote to stories on your organisation, but provide some other value-add or insider insight, this is not just a broadcast medium. 4. Be human: Show you care, be witty, disclose some of your personal interests, it helps to get to know you better. 5. Use apps to automate stuff: blog posts, Twitter updates ~ but don’t overdo it! (http://apps.facebook.com/selectivetwitter)
  • 21. 21 10 Facebook Tips 6. Tag all photos and videos with “Company ABC” for events. Divide photos into separate albums. 7. Address new fans with personal messages 8. Have two or three admins as backups 9. For CSR: like-minded groups for related pages: eg Breast Cancer Awareness, Eradicate Polio. 10. Use smart lists to divide group and target messages once you have mastered various apps Note: Pages vs Groups: Pages are better for a long-term relationships with your fans, readers or customers; Groups are better for hosting an active discussion and attracting quick attention. Community pages are for generic causes or topics. http://bit.ly/pagesvsgroups
  • 22. 22 Steps to creating a new page 1. Go To: http://www.facebook.com/pages/create.php • Also a link to ‘Create a Page’ on the Home Page • Links to ‘Create a Page’ In lower left corner of existing pages 2. Select the ‘Local Business or Place’ Page type • Choose your business type category • Enter business name & info • Click ‘Get Started’ 3. Log into the personal account you want to admin the page • You will be prompted to do so if you were not logged in when you started 4. Fill out your ‘info’ tab with details about your business • Add links to your website, Twitter, etc. • Add info about what you specialize in and offer • Make a good first impression that makes people want to like the page 5. Follow the steps on the “Get Started” tab
  • 23. 23 ‘Get started’ tab makes it easy! ‘Get started’ tab walks you through: 1. Adding images 2. Posting a status update • Encourage your friends to share your page • Announce a new website or promo offer 3. Adding a ‘Like’ button to your website • Takes a little coding knowledge 4. Inviting friends & announcing to fans • Upload an Excel doc • Import email contacts • Suggest to personal Facebook friends 5. Syncing to a mobile device
  • 24. 24 Converting a Group to a Page Facebook DOES NOT allow you to convert a group to a page – Groups were part of Facebook BEFORE Pages were introduced – When Pages were first introduced Facebook temporarily allowed converting – Only way to migrate group members to page fans now is to ask them to ‘Like’ it – Post new page URL on group wall and invite member to ‘Like’ the page – Send a message and/or chat to members ask them to spread the news & like the page – Consider incentives to ‘like’ the page & suggest it (eg:% off a service, coupons, being entered into a drawing for a free gifts, etc.)
  • 25. 25 Converting your Profile to a Page • Facebook lets you convert a personal Profile into a Page! http://www.facebook.com/pages/create.php?migrate – Cannot be undone – So be sure it’s your best option. – Friends will be converted into fans that ‘Like’ the Page – Only Photos will be transferred. NOTE: All other data lost! – Facebook will provide you with a stripped-down version of a Personal Profile, called a Business Account, which will be the admin of the new Page. It cannot become ‘Friends’ with anyone or ‘Like’ anything, etc.
  • 26. 26 Edit Page > Manage Permissions
  • 27. 27 Text on your Page Posts Tabs About
  • 28. 28 Cross-promote Use buttons on Blog, Website, Twitter, print, etc
  • 29. 29 Tie-ups: Eg: CIMB and SF Coffee
  • 30. 30 Create Facebook-only specials • Have regular daily or weekly or monthly Facebook giveaways or discounts. Eg: Release a new QR code each month along with the special offer - 25% off of a product you regularly sell or entire purchase if at a store or free samples or giveaways
  • 31. 31 A word of caution… 1. Avoid shameless plugs on how wonderful you or the company are. 2. Your personal views are your own, don’t post updates in anger or in spite. Nothing is private on Facebook. 3. Don’t sign up for every game/quiz and annoy others with your updates. 4. Do not disclose confidential information obtained through work that may bring the company into disrepute. 5.Don’t undermine your effectiveness at work. 6.“Friending” should not be taken literally – but others may misconstrue this as being partisan or biased. 7.Avoid racial, religious slurs and personal attacks. 8.You are still a company rep 24/7: Verify facts, identify sources before passing along news. Make it clear if you are skeptical of veracity of information, if you are.
  • 32. 32 Must-know Facebook Basics Info Update Status Messages Chat Friend Request Subscriptions Join Group Wall Like Share Comment @ Mentions Notes Question Privacy Settings Acct Settings Add photo Create album Tag photo Upload video Create A Page Apps Events Vanity URL
  • 33. 33 Facebook jumpstarters Fan Page Friday: Highlight one fan every Friday Expert hour: Set one-hour per week where an expert answers questions on FB, ask them to post questions early via video “Office hours” – tell people when you are live. Do live video eg: Ustream, JustinTV, Linqto Surprise giveaways for lightning quizzes Run polls asking people what they think about a specific story or subject.
  • 34. 34 Searching Facebook in real-time Other method: Bing.com/Social
  • 35. 35 Facebook: Some Features • Follow Button – http://www.facebook.com/about/follow • Lists – http://www.facebook.com/help/lists • Timeline – http://www.facebook.com/about/timeline • Ticker • Privacy settings • Ads: http://www.facebook.com/ads/create/
  • 36. 36 Allow Followers without Friending • To allow others to Follow your Public posts: – Click at the top right of any Facebook page and choose Settings – Click Followers from the left-hand column – Check the box to the right of Turn On Follow – Subscribers can see only the things you share publicly
  • 37. 37 Lists http://www.facebook.com/help/lists Create lists for Close Friends, Acquaintances, Work Mates or Restricted. Good for targetting posts to appropriate list of friends.
  • 39. 39 Creative uses of new cover pic
  • 41. 41 Facebook Video Chat • Powered by Skype • http://www.facebook.com/videocalling
  • 42. 42 Case study: Intel • Turning followers into brand ambassadors Source: Ekaterina Walter, Social Media Strategist, Intel
  • 43. 43 Get to know your audience
  • 44. 44 Make it fun with quirky questions, games, polls, surveys
  • 45. 45 Avoid automated updates* • Frequent automated status updates makes your Page inhuman • Facebook hides repeated updates in “Show Similar Posts” • Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day • Find a balance between “official” updates and being human and spontaneous * Exceptions: Long weekend or going on leave or reaching customers in different time zones. Do not post every tweet to FB, instead use Selective Tweets app and #fb to cross-post relevant tweets.
  • 46. 46 Encourage shares, @mentions, show gratitude for sharing • Use @<insert name of fan> to encourage interaction • Use of photos and videos gets a lot of traffic
  • 47. 47 Provide house rules or moderation guidelines
  • 48. 48 Meet f2f: Offline engagement • Organize tweetups, blogger meets and Facebook fan days or “meet the social media team” • Invite fans for launches, roadshows, community projects, sponsored events, festivals
  • 50. 50 Important considerations • Promotion Guidelines: http://www.facebook.com/promotions_guidelines.php • Analytics: http://www.facebook.com/insights • Sponsored stories: http://www.facebook.com/marketing • Facebook advertising: http://www.facebook.com/advertising • Facebook for Business: http://www.facebook.com/business
  • 51. 51 Case study: MAS Engaging bloggers using Facebook
  • 52. 52 • As part of MAS' blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme. • During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill. • Location: Malaysia Airlines Academy, Kelana Jaya MAS: Blogger outreach
  • 53. 53 1. Photos first posted on MAS Facebook page 2. Re-posted on blogger’s blog with personal account of experience 3. Article re-posted on “Living Malaysian Hospitality” – MAS blog Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711 http://lenaee.blogspot.com/2009/05/7.html http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew

Hinweis der Redaktion

  1. While Facebook’s application platform lets you build unique functionality for users of your page, you’re limited to the tools it provides, and the guidelines that accompany them. With many big companies are still trapped in a Web 1.0 mindset, ownership of the e-mail list is priority #1. You’re never going to get that with Facebook.