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Facebook For Marketing And Public Relations

Vincenzo Cosenza
Vincenzo Cosenza
Vincenzo CosenzaSocial Media Strategist um BlogMeter

How to use facebook for marketing and public relations, Tools, tricks, best practices.

Facebook For Marketing And Public Relations

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Facebook for
Marketing & PR
Vincenzo Cosenza // Digital PR
June 2010
AGENDA

• Social Networks (facts & stats)

• Facebook for business
  – How to built a Facebook Page
  – How to buy social ads
  – How to track your progress

• Social Plugins
SNS DEFINITION

  danah boyd (Univ. of California-Berkeley)
  e Nicole B. Ellison (Michigan State Univ.)
  define social network sites as web-based
  services that allow individuals to:
• construct a public or semi-public profile
  within a bounded system
• articulate a list of other users with whom
  they share a connection
• view and traverse their list of connections
  and those made by others within the
  system.
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
WHY ARE THEY SO IMPORTANT ?

• For the first time ever, social
network or blog sites are visited
by three quarters of global
consumers who go online
• The popularity of social
networking in Brazil is due to
the Orkut phenomenon, which
first appeared there in 2004
• Facebook’s reach is the widest
in Italy, capturing two-thirds of
the active unique audience in
April 2010, making the site
relatively more popular in Italy
than in the three major English- http://blog.nielsen.com/nielsenwire/online_
speaking markets.                 mobile/social-media-accounts-for-22-
                                   percent-of-time-online/
SOCIAL NETWORKS IN THE WORLD

• A map of the world, showing the most popular social networks by country, according to Alexa
  & Google traffic data




                                                                            http://www.vincos.it/
FACEBOOK IN EUROPE

                                      Top Country        Users
                                      United Kingdom   26,931,740
                                      Turkey           22,501,180
                                      France           18,691,520
                                      Italy            16,255,200
                                      Spain            10,531,140
                                      Germany           9,804,208
                                      Sweden            3,903,000
                                      Belgium           3,491,620
                                      Netherlands       2,597,680
                                      Denmark           2,541,120

In terms of penetrations:
- Norway 53 %
- Denmark 46 %
- UK 44 %                   http://www.facebook.com/ads/create

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Facebook For Marketing And Public Relations

  • 1. Facebook for Marketing & PR Vincenzo Cosenza // Digital PR June 2010
  • 2. AGENDA • Social Networks (facts & stats) • Facebook for business – How to built a Facebook Page – How to buy social ads – How to track your progress • Social Plugins
  • 3. SNS DEFINITION danah boyd (Univ. of California-Berkeley) e Nicole B. Ellison (Michigan State Univ.) define social network sites as web-based services that allow individuals to: • construct a public or semi-public profile within a bounded system • articulate a list of other users with whom they share a connection • view and traverse their list of connections and those made by others within the system. http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
  • 4. WHY ARE THEY SO IMPORTANT ? • For the first time ever, social network or blog sites are visited by three quarters of global consumers who go online • The popularity of social networking in Brazil is due to the Orkut phenomenon, which first appeared there in 2004 • Facebook’s reach is the widest in Italy, capturing two-thirds of the active unique audience in April 2010, making the site relatively more popular in Italy than in the three major English- http://blog.nielsen.com/nielsenwire/online_ speaking markets. mobile/social-media-accounts-for-22- percent-of-time-online/
  • 5. SOCIAL NETWORKS IN THE WORLD • A map of the world, showing the most popular social networks by country, according to Alexa & Google traffic data http://www.vincos.it/
  • 6. FACEBOOK IN EUROPE Top Country Users United Kingdom 26,931,740 Turkey 22,501,180 France 18,691,520 Italy 16,255,200 Spain 10,531,140 Germany 9,804,208 Sweden 3,903,000 Belgium 3,491,620 Netherlands 2,597,680 Denmark 2,541,120 In terms of penetrations: - Norway 53 % - Denmark 46 % - UK 44 % http://www.facebook.com/ads/create
  • 7. TOP LANGUAGES • The strongest growth among the language groups this month is coming from Europe
  • 8. WHY IS IT IMPORTANT? Almost 500 million users more than 70% are outside U.S.  50% of active users log on to Facebook in any given day  Average user has 130 friends  Average user is connected to 60 pages, groups and events  More than 25 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared every month  More than 100 million active users currently accessing Facebook through their mobile devices
  • 10. DEFINE A GOAL Now that Public Profiles have the ability to generate stories in Fans’ News Feeds, the content and frequency of sharing has become more important than ever Awareness • product updates, promotions, events, etc. Build • engage in authentic conversations with your Fans and keep your Relationships brand top-of-mind • get feedback from Fans or find out what people are talking Get Input about Motivate to Action • go buy my new product Brand Evangelism • encourage Fans to help you reach new customers
  • 11. FACEBOOK HAS 2 SOULS: MARKETING & PR Marketing PR ADV + Social Ads Official Page Applications Community Page Virtual Gifts FB Connect + Social Groups Plugins
  • 12. OFFICIAL PAGES, COMMUNITY PAGES, GROUPS ? 1/2 • Official Pages (aka Public Profiles) enable public figures, businesses, organizations and other entities to create an authentic presence on Facebook • Community Pages (beta) are dedicated to a topic or experience. They are a collection of Wikipedia pages + status update related to a topic • Groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues
  • 13. OFFICIAL PAGE, COMMUNITY PAGE, GROUP ? 2/2 • If your campaign depends heavily on regular communication with large numbers of people, Pages are definitely your best option. In addition you can: – Get vanity URL – customize them – view demographic information – Target posts and updates • By contrast, if your goal is to maximize the number of people that come in contact with your brand, but communicating with them over time is less important, the viral invitation feature of Groups allows them to potentially grow much faster
  • 14. FB FOR PR: NEW OFFICIAL PAGE • The old ―fan page‖ is like a ―Profile‖ now • Focus on the ―Stream‖ to strenghten the relationship with fans Status Update Posted on the Stream And on the News Feed
  • 15. HOW TO BUILD AN OFFICIAL PAGE 1/2 • Official Pages are the foundation of your presence on Facebook. It’s the place of your relationship with your customers/stakeholders • Create a Page http://www.facebook.com/page & choose your category • Upload a Profile Picture (.png or .jpg max 4MB - 200 pixels wide by 600 pixels high) • Fill it with detailed Information • Define the ―Wall Settings‖ • Use FBML box to create a landing page http://www.facebook.com/apps/application.p hp?id=4949752878
  • 16. HOW TO BUILD AN OFFICIAL PAGE 2/2 • Secure your Vanity URL http://www.facebook.com/username/ (25 likes needed) • Once a Page reaches 10,000 fans, the administrator is provided instructions on how to authenticate the Page. Then he can see detailed analytics • Tip: – Use third party tools like http://www.involver.com/pages/index.html – Connect your page to Twitter http://www.facebook.com/twitter/
  • 17. A POLICY FOR AN OFFICIAL PAGE An example Welcome to the official Brand X page. We encourage you to add your comments and opinions, but please keep in mind that this is a moderated place for discussions and not a public forum. We reserves the right to delete comments that: • contain vulgar language, personal attacks of any nature, or offensive comments targeted at any ethnic, political or religious groups; • contain spam or links to external websites; • are clearly off-subject; • promote illegal activities; • promote specific products, services or political organizations; • infringe upon copyright law and make unauthorized use of registered trademarks; Brand Xreserves the right to permanently exclude, and/or report to Facebook, those users that repeatedly violate these rules; • For specific issues or questions, we kindly ask that you write to us at the following e- mail addresses: externalrelations@brandx.com
  • 18. HOW TO MANAGE AN OFFICIAL PAGE Plan • Setup an editorial calendar for you activities Listen • Listen to the voice of your customers Ask • Use Polls (i.e. what do you think of our new offering ?) Answer • Answer the questions and the wall posts • Photos and videos of the product or of the firm, news Produce project previews Offer • Coupons , discounts, free samples
  • 19. OFFICIAL PAGES - DON’TS Don’t use it exclusively for re-posting blog/website contents Don’t talk exclusively about your products Don’t do a monologue Don’t use the Profile like a website (there’s a community to feed) Don’t overwhelm your fans with messages (Start slow & share when you have something interesting to say)
  • 20. A TOOL TO MANAGE YOUR PAGES • HOOTSUITE is a web based service that allows you to manage multiple accounts across different social networks (Facebook, Twitter, Linkedin, Foursquare,…) • To add your Pages to HootSuite, go to Settings, select Social Networks, then click Add Social Network. You will notice an option indented underneath Facebook that says Pages. Click on this option, and you’ll go through the same steps you previously used to authenticate private Facebook profiles. • You can also enable your team to manage the same page through Hootsuite
  • 21. HOW TO PROMOTE AN OFFICIAL PAGE 1/2 Small trick • Use the ―Suggest to Friends‖ feature on the Page. • Trick for inviting all your friends – Once the page has loaded you should see all of your friends, but they are not selected. – At this point, copy and paste the javascript code below into your Web browser’s address bar, then hit ―Enter‖. – javascript:elms=document.getElementById ('friends').getElementsByTagName('li');for( var fid in elms){if(typeof elms[fid] === 'object'){fs.click(elms[fid]);}} – If all goes well, it selects all of your friends!
  • 22. HOW TO PROMOTE AN OFFICIAL PAGE 2/2 • Engage unofficial groups of fans • Advertise your FB page on – TV Commercials – Online Ads – Website Link – E-mail Link – Facebook Ads
  • 23. ADV THROUGH MEDIA CENTERS/ENGAGEMENT ADS Page/Website Ads Event Ads Video Ads Gift Ads
  • 24. SOCIAL ADS  Design your Ad http://www.facebook.com/ads/create/  Target your audience by: location (country and city), age, sex, keywords, education, workplace, relationship status, relationship interests, languages  Decide your daily budget and schedule  Track your progress with real-time reporting  Facebook ads that send traffic to other websites historically have performed quite poorly, while ads that direct traffic to Facebook Pages perform well. FB users becoming fans of your page is a valuable conversion, because you’ll be able to communicate with them directly as long as they’re fans of your page.
  • 25. FACEBOOK APPLICATIONS • Apps are a great way to involve your customers • There are more than 100,000 applications currently available in the Facebook Application Directory http://www.facebook.com/apps/dir ectory.php • Spanish is by far the language with the most apps developed • Take a look at the App Directory to come up with ideas for your Application Statistics customers http://www.allfacebook.com/facebook- • Find a local developer to partner application-statistics/ with
  • 26. VITAMIN WATER An app to Involve Consumers in Co-Creation • Vitamin Water (owned by Coca-Cola) created an innovative and funny Facebook application called ―FLAVOR CREATOR‖ http://www.facebook.com/vitaminwater • The goal was to involve consumers in product co- creation. They were invited to – Create a new vitamin formula (by mixing flavors) for a new product release – Choose the name of the new product – Design the new product packaging even offering (the best won $5,000) • Results: – 7+ minutes of engagement per app session – 40K unique label designers – A lot of media coverage – New flavour launched in April 2010
  • 27. CHEVY • How to promote your brand without Ads? Create a useful application like Chevy Fuel Finder • Enter in your zip code and it will give you a list of gas stations with addresses, gas prices, and an interactive map in case you don’t know where you’re going. • You can compare your local gas prices to those of your Facebook friends. • Surprisingly, the ads inside the app don’t feel like ads at all and come in the form of more discreet features that allow you to analyze and compare the fuel efficiencies of different Chevy cars. • http://apps.facebook.com/chevyfuelfinder
  • 28. FACEBOOK CONNECT • Connect is a simple piece of code that allows you to bring your social graph (your friends) to your customer’s website • Users bring their real identity to Connect partner sites, including: interests, age, gender, location, profile picture, name, friends, photos, events, groups, and more. • Users can easily share their actions on partner sites with their friends via Facebook Feed, requests, and notifications. • More than 10,000 websites have implemented Facebook Connect
  • 29. CONNECT: LUFTHANSA Through Connect implementation MySkyStatus information about your flight can be shared automatically on Facebook and Twitter
  • 30. CONNECT: PROTOTYPE & DISCOVERY CHANNEL http://www.prototype-experience.com/ http://vimeo.com/4975168 http://dsc.discovery.com/sh arks/frenzied-waters/
  • 31. VIRTUAL GIFTS Another way to engage with your audience • Virtual Gifts are simple images/apps that represent an object • Users can buy virtual gifts and send to your friends (1 $ = 100 credits) • For brands they are a funny way for engaging their audience • For FB is a ―100 million $ per year‖ business • FB is testing an advanced form of virtual gift. • In the future you can use it as a ―super http://www.facebook.com/giftshop.php?ref=ts like‖ for commenting you friends’ status
  • 32. FACEBOOK INSIGHTS • FB has launched a new dashboard for all FB objects (pages, applications, domains) http://www.facebook.com/insights • Each FB page and each FB application come with an analytics dashboard to track user interactions • Today you can also see FB metrics related to a domain in order to track shared objects and likes
  • 33. FACEBOOK SEARCH • Facebook has never been known for their powerful search functionality…but things are changing… • Thanks to integration with FB’s new Open Graph protocol, sites like TripAdvisor.com are now showing up in Facebook’s search results • Tip • If you want to search inside Facebook without logging in try http://openfacebooksearch.com/
  • 35. LIKE BUTTON • Social plugins are the easiest way to get started with Facebook Platform. The plugins are embeddable social features that can be integrated in your site with a line of HTML. Because they are hosted by Facebook, the plugins are personalized for all users who are logged into Facebook — even if the users haven't yet signed up for your site. • The most important social plugin is the Like button, which enables users to post pages from your site back to their Facebook profile with one click. You can add a Like button to any page with an iframe tag • Examples of ―the like power‖ – http://likebutton.me/ – http://itstrending.com
  • 36. ACTIVITY FEED • The Activity Feed plugin displays the most interesting recent activity taking place on your site. • The activity feed displays stories both when users like content on your site and when users share content from your site back to Facebook. • If a user is logged into Facebook, the plugin will be personalized to highlight content from their friends. If the user is logged out, the activity feed will show recommendations from your site, and give the user the option to log in to Facebook. http://developers.facebook.com/docs/reference /plugins/activity
  • 37. RECOMMENDATIONS • The Recommendations plugin shows personalized recommendations to your users. Since the content is hosted by Facebook, the plugin can display personalized recommendations whether or not the user has logged into your site. To generate the recommendations, the plugin considers all the social interactions with URLs from your site. For a logged in Facebook user, the plugin will give preference to and highlight objects her friends have interacted with http://developers.facebook.com/docs/reference /plugins/recommendations
  • 38. LEVI’S FRIEND STORE • Best practice: Levi’s Friend Store http://store.levi.com • Personalizing the shopping experience enabled Levis.com customers to engage with Levis products and interact with Levis.com as an extension of their personality. • The Levis.com "Friends Store" is a destination personalized to every Levis customer, where they can interact with and purchase products their friends have liked and shared.
  • 39. RESOURCES • Daily news • Inside Facebook • All Facebook • Facebook Resources • Facebook Pages • Facebook Marketing Solutions • Facebook for Influencers • Facebook Ads • Books • Facebook Marketing an hour a day (C. Treadway & Mari Smith) • Facebook Marketing Bible (J. Smith)
  • 40. Thank you Vincenzo Cosenza // Digital PR vcosenza@digital-pr.it www.vincos.it