Brad Kleinman of WorkSmart Integrated Marketing discusses the importance of Facebook Public Profiles and how to get started today. Follow Brad at http://www.twitter.com/bradkleinman or http://www.Facebook.com/brad.kleinman

1. Building Your Facebook Public
ld b k bl
Profile – STEP-BY-STEP
STEP BY STEP
Presented by
ese ted by
Brad Kleinman
Follow me @BradKleinman
10/1/2009 1

2. Who is Brad Kleinman
Brad Kleinman
Follow me @BradKleinman
10/1/2009 2

3. Outline
• Introduction
• Stats and Trends
• Facebook Basics
• Facebook Ads, Connect, & Share
, ,
• FB Public Profiles
• Homework
• Q&A
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4. Creating Your Marketing System
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5. Social Media Adoption
10/1/2009 From Marketing Sherpa 5

6. Pages are Booming!
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7. Facebook Stats – General Growth
• More than 300 million active users
• More than 150 million users log on each day
• More than 2/3rds of users outside of college
• The fastest growing demographic is 35+ years
• About
Ab t 70% of Ff Facebook users outside th US
b k t id the
From Facebook.com
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8. Facebook Stats – User Engagement
• Average user has 130 friends on the site
• More than 6 billion minutes spent a day
• More than 40 million users update their
statuses once each day
• More than 10 million users become fans of
Pages each day
From Facebook.com
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9. Facebook Demographics
InsideFacebook.com
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10. Facebook Demographic Growth
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11. Facebook is “Attention King”
Attention King
From AllFacebook.com
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12. Facebook – THE Social Network
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13. Facebook Basics – Navigation
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14. What s
What’s on your mind?
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15. Building Relationships on Facebook
• Friend filters • News feed scanning
• Commenting / Liking • Meeting follow up
• Facebook email • Keeping in touch
• Facebook chat • Birthday greetings
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16. Managing Friends and Lists
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17. Create at Least 3 Friend Lists
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18. Facebook Events
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19. Facebook Advertisements
http://www.facebook.com/advertising/
htt // f b k / d ti i /
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20. Facebook Share
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21. Facebook Connect
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22. Facebook Public Profiles
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23. Facebook Pages Versus Groups
• Pages have more benefits than groups
– Facebook Insights
–MMore customization fl ibilit
t i ti flexibility
– Post on friend’s walls as the organization
– Open to anyone, not just Facebook users
b k
– Obtain a vanity URL (over 100 fans)
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24. Facebook Pages – Step 1
Pick
Pi k a category and name
t d
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25. Facebook Pages – Step 2
Upload
U l d your picture
i t
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26. Facebook Pages – Step 3
Add your information
i f ti
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27. Your ‘Canvas’
Canvas
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28. Facebook Pages – Step 4
Customize Your P
C t i Y Page
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29. 8 Great Facebook Apps
1.
1 Video 5.
5 Social Fly
2. Polls 6. Slideshare
3.
3 Notes
N 7.
7 Reviews
R i
4. Static FBML 8. Involver
http://mashable.com/2009/01/22/business‐facebook‐apps/
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30. Involver Apps
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31. Embed custom content with FBML
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32. Facebook Pages – Step 5
Publish!
P bli h!
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33. Public Profile Layout
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34. Adding a Fan Box Widget
Copy and paste this into your code
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35. Adding a Fan Box Widget
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36. Facebook Pages – Step 6
Frequently U d t and M
F tl Update d Measure
High
High High
High
Quality Frequency
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37. Measure Fan Size AND Interactions
Fan Size
Interactions
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38. Measure Quantity AND Quality of
Posts
Quantity of
Posts
Quality of
y
Posts
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39. Measure New Fans
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40. Measure Page Views
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41. Measure Media Consumption
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42. Measure Discussions
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43. Measuring Demographics
(snapshot)
( h )
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44. Measure Demographics
(over time)
( )
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45. Measure Active Fans
(this
( h week)k)
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46. Track Website Improvement
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47. Update it regularly!
Post photos of
Add video clips of List an event for
products,
y
your company in
p y y
your grand
g
employees, and
employees and
action opening sales
customers
Reward your fans
Write a note about Ask a question
with giveaways,
upcoming through a poll or
sweepstakes, or
sweepstakes or
promotions survey
coupons
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48. Don’t just talk about yourself!
Don t
20%
80%
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49. Create a Publishing Schedule
Monday Tuesday Wednesday Thursday Friday Sat/Sun
Content Area 1
C A X X
Content Area 2 X X
Content Area 3 X
Quote / Joke /
X
Random
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50. Examples of Fantastic Pages
http://www.thekbuzz.com/cases
tudies/top40.aspx
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51. Internet Strategy Club
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52. H&M
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53. Dunkin
Dunkin’ Donuts
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54. Aflac
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55. Career Builder
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56. 12 Tips and Best Practices
1. Maintain consistent messaging with high frequency and high quality
2. Measure engagement and report success
3. Choose your non-fans landing page
4. Get a vanity URL
5. Segment your fans with Facebook lists
6. Use Facebook Apps on your Public Profile
7.
7 Use custom FBML and customize your navigation
8. Create different content for fans versus non-fans
9. Cross promote your page on websites, email, blog, etc
10. Embed F B
10 E b d a Fan Box widget
id t
11. Create your protocol – who will update? Who will moderate?
12. Establish a publishing schedule
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57. Your Homework
• Week 1
– Get started with your public profile
– Share the page with 15 friends
– Make a statement, share an article or link (measure
engagement)t)
• Week 2
– Establish your publishing schedule for the next month
– Share the page with 15 more friends
– Ask a question, create a poll, or create a discussion (measure
engagement)
• Week 3
– Upload a picture album or video
– Publish a call-to-action for your fans
– Post the public p
p profile to y
your p
personal p g
page
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58. Quest o a d
Question and Answer
s e
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59. Building Your Facebook Public
ld b k bl
Profile – STEP-BY-STEP
STEP BY STEP
Presented by
ese ted by
Brad Kleinman
Follow me @BradKleinman
10/1/2009 59