Facebook is the New Web PageIf you are not on Facebook, do you exist?

Are you on Facebook?*

*Trick question: of course you are. Even if you aren’t on FB, you are on FB.

The “800 lb Gorilla” (Or, Why do we care about Facebook?)• Who’s on Facebook?• Women

• Increase in users 18 and 24 years of age has slowed (already there)

• 25 – 34 & 35 to 54 continue to grow (desirable demographics)

• 55+ years has grown exponentially

• Main St. USA of the Web

Facebook is: • A Home page?

• A browser?

• The INTERNET?

• They OWN most of the info on the Internet

• Most valuable source of data: • We volunteer private info

Extending FB’s Reach• Facebook Connect• FACEBOOK wants to

follow you EVERYWHERE• Tracking users for

marketing data: Ad $ and monetization

• FB Graph Search:• Social Search • Strength of ties

Facebook Beacon 2007• Shared your purchasing info in your profile• Allowed third-party sites to track your buying habits• Members had to opt-out• Backlash, class action lawsuit

Coca-Cola “From Fan Page to Brand Page”

• Created by fans

• Coca Cola gave fans control (Fanegement?)

• “Gracious”

• Mentos & Diet Coke

“From Fan Page to Brand Page”• Relationship

Management• Disclosure• Usefulness• Interactivity

• Hub of Social Media Activity—Still need a traditional site?

Relationship Management• Social Graph: Connectedness, social ties

• Avg user has 130 friends on FB

• Increase in brands & suggested friends

• From strong ties, to focused, weak & temporary ties.

Top Brand on FB• Coca-Cola• Oreo• Red Bull• Starbucks• Skittles• Disney• Converse• ITunes

• What are these brands doing right?• “Social Community”

• Earning Likes

Best Practices• Multimedia • Create content, share

fan content, video, photos, webisodes

• Integration with other channels• Consistent message &

strategy, but not syndicating btwn FB & Twitter (unique posts)

Move to Action• TOMS shoes asks fans

to go barefoot for one day, change FB profile pic.

• Online activity• Online to offline

• Purchase opportunities (FB “Funny Money”)

Co-Create & Partner• Invite users to

brainstorm and create new products and programs

• Ben and Jerry’s asked fans to create a new flavor. Fans increased from 300,000 to 1 mil in a few weeks

Features, Apps and Incentives• Tabs: “Front Page”• Offer on landing

page. Require a “Like”

• Contests• Coupons • Polls

Interactivity/interaction• Encourage sharing,

feedback• Responses, managing

negative feedback, referring to the website• Listen & monitor!

What & When should I post?• What do fans want to know (analyze posts, monitor)?

• 3-5 times a week (too much=unsubscribe)

• Information: dates (calendar), products, offers

• Discussion: thoughts, opinions (be specific)

How to Respond• Manage, rather than

delete, negative posts (in most cases—spammers are an exception). Have a social media policy. Sharpie to fans: OK to delete?

• Synthesize large volume responses. Pick one or two

• Sometimes the simplest answer is the best

Moving Forward• Timeline: Cover

photo regulations.

• Facebook going public

• Is Google+ a competitor?

Why # of Likes Don’t Matter• Not a valid measurement of success…• Doesn’t necessarily translate to behavior or attitude• Peer pressure, not genuine “Like”• “Like” but may not want to hear from you• Few visit “Liked” orgs w/out incentive

• Tina McCorkindale

Your Mockup should include• Sample posts• How to manage

responses

• Sample photo, cover photo, tabs, incentives