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PR News Webinar: Facebook Essentials: Leveraging the Latest Features for PR Success

Rich Pesce, Sprint NextelFebruary 9, 2011

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Our Customers

and Prospects

Our Customers

and Prospects

Who, Where, Why Social Media?

OPPORTUNITY

EDUCATE

COMMUNICATE

GROWTH

ADVOCACY

“42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” **

If Facebook were a country it would be the fourth largest in the world.+

“In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.”*

25% of search results for the world’s top 20 brands are links to user generated content+

80% of Twitter usage is on mobile devices+

**http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf

+www.socialnomics.com*http://blogs.forrester.com/groundswell/

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You’re on Facebook…Now What?

If you build it…will they come?

Moving Communication from ‘Broadcast mode’ into Engagement

Two-way

Passionate

Constant

Personal

Loyal

One-way

Transactional

Occasional

Impersonal

Short-term

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Getting Started

Facebook is changing the way we consume media and engage with customers.

• Let Go Some ‘control’ must be relinquished. Allow your customers a place to chat about what’s important to them.

• Set Expectations Setting the tone and expectations early on is critical in your success on Facebook.

Customers Expect You to Meet Them There

And others are watching to see if we engage and if so…how we engage

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Jumpstart Your Facebook Fan Engagement

• Develop a Voice. Embody the attributes you wish to portray and instill. Operate by a code of conduct.

• Be conversational. Facebook by nature is a conversation platform. People expect to be able to comment and post.

• Content, Content, Content – Make sure your fans have a reason to come back.

How to Engage

Ask for Opinions: provide an easy call to action and make your posts interactive. (Polls or thought starters as status updates)

Campaign Extension: Amplify Awareness Around Product Releases and Network Launches through Media Partnerships

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Campaign Social ExtensionsIncreased Engagement through Content

Develop long tail of campaign with content to drive further engagement

How to Engage

Say Thank You: Giving your fans something of value is an easy way of showing you appreciate them.

Show Fans That Their Opinion Matters: Letting fans decide on a new color/flavor/package/ will deepen their connection to the brand

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Key Takeaways

• Let Go

• Develop your ‘voice’ and engagement style

• Leverage existing promotions

• Empower your employee base

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Q&A

Questions?

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Contact Information

Rich Pesce

Sprint Nextel

richard.pesce@sprint.com

703-592-8424

(Twitter) @rpesce

(LinkedIn) http://www.linkedin.com/in/richpesce