FacebookSummer Camp with

Social Media Breakfast Toledo

Quick Facebook numbers

As of Feb. 2010, Facebook had 400 million active users

On average, people spend about 7.5 hours/week on Facebook

There are more than 1.5 million local businesses on Facebook

Sources: • http://www.facebook.com/press/info.php?statistics#!/press/info.php?timeline

• http://www.marketingprofs.com/charts/2010/3747/most-multitask-while-on-facebook?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+marketingprofs%2Fweb-sites+%28MarketingProfs+Daily%3A+Web+Sites%29&utm_content=FaceBook

• http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/

Facebook Pages vs. Profiles

Profiles are for individuals.

Pages are for businesses, products, organizations, musicians, bands, etc.

Page benefits

o Customization: Applications and FBMLo Link Juice!

o Communicationo More fans!

How to create a Facebook page

o Go to Facebook

Engagement: How to get the most from interactions

o Start with a stated Facebook purposeo Share your Facebook URL in your email signature and

other marketing collateralo Share useful articles and links to presentationso Post business updates (as long as info isn’t confidential)

Engagement: How to get the most from interactions

o Build relationships with local businesses/organizationso Update consistentlyo Respond to requests and commentso Avoid duplicating content across other networks

Insights: How to gain the most from this information

What Insights provides . . . o Demographic data for fans that interact with your

Facebook Fan Pageo Overall demographic for all Facebook fans

Insights: How to gain the most from this information

Types of datao Gender and Ageo Geographic location and language spoken o As of F8 this summer, more drilled down data will be

available sometime soon amidst uproar over privacy settings

Facebook Community Pages

On April 19, Facebook attempts to up its SEO game with Community Pages that connect to a ‘topic’ or ‘experience’

Looks like a fan page, but . . .

o Wikipedia copy and imageso Global feed on Wall is based on keyword phraseo Brands can’t respond to feedback on the page Wall

Which do you prefer?

Brand vs. ‘topic’ with its un-moderated live stream

Which do you prefer?

Brand vs. ‘topic’ with its un-moderated live stream

Social media policy: 3 great examples

Kodak on Transparency: Guidelines are simple, straightforward, very clear on boundaries

Intel on Moderation: The good, the bad, but not the ugly (must be in context)

IBM on Social Media Value: Inspire IBMers to be thoughtful content creators

Facebook Ads: Increase branding withouthigh expense or risk

Variable pricing, specific targetingo Daily Budgeto You choose your demographic: age, location,

gender, interests, etc.o Choose to pay per impression (CMP) or per click to

a link (CPC)

Your fans’ interests and activity work for you o Social actions influence where your ads appear

Facebook Ads: Increase branding without high expense or risk

Helpful for advertising newbies, small businesses or those with aless-than-large advertising budgeto YOU set and edit the costo BRANDING – for those who want to get their name

and image in front of people’s faces as often as possible

o Flexible and editable -- Various campaigns with multiple ads can run simultaneously and be kept in your budget

o Real-time reporting to gauge ROI and where to make changes

Hitting your Target (market)

o Targeting can be as broad or as specific as you choose

o See how many potential clients you are going to reach as you tweak

o Stick with location, age and gender for more general, less structured ad appearances

o Include likes and interests to create a more qualified ad appearance

o Advanced demographics is where it really gets fun!

o Target high school seniors looking for a new career. Send targets who are single women a free haircut coupon on their birthday. Use connections with other pages or people. Tailor each ad to fit a different purpose and see what works best.

o Create similar ads with minor tweaks for different campaigns

o View how the ad will appear to fanso Give yourself props so your network will

see it and continue the “liking”

Tips to Try

o Create broad and more specific ads within the same campaign to test which is most effective

o Never underestimate the value of keywords

o Use the reporting. Use the reporting. Use the reporting.

Tracking campaign effectiveness

o 3 campaigns of 3 ads eacho Targeting women ages 17 to 30 in Toledoo Targeting men ages 17 to 30 in Toledoo Sending people to company page

o Results during the first month trialo $314.02 total costo 1,579,736 total impressionso 434 clickso Average cost of 20 cents per impression; 72 cents per click

Case study: TONI&GUY Hairdressing Academy

Promotions:Why run a contest?

o Increase brand awarenesso Build a sense of community around your brando Gather customer stories and identify ardent fanso Increase fan base on your company Facebook pageo Drive traffic to your Facebook page or website

o *WildfireApp.com:http://help.wildfireapp.com/faqs/frequently-asked-questions/what-promotion-format-should-i-choose

Promotions: Why run a contest?

Facebook-based sweepstakes: Impact Exampleo Page views increased 37%o Rate of growth for new Fans/Likes increased 15%

Promotions

Facebook Promotions Guidelines

http://www.facebook.com/promotions_guidelines.php

Promotions

Third-party platformsFanAppz http://fanappz.com/

Strutta http://www.strutta.com/

Votigo http://votigo.com/corp/solutions/fbcontests.php

Wildfire http://wildfireapp.com

Promotions

o http://www.facebook.com/SocialMediaToledo

Now what?

Does Facebook play into your total marketing & communications objectives?o If not a major role, any?

If yes: Set measureable objectives & policieso Who will “champion” it? o What type & frequency of posts, engagement?o # of likes/fans by X date (& thereafter)?o What impact in referrals to your main Website?o Regular reports?

Thanks

o Thread Information Design

Find more at Social Media Breakfast Toledo at o www.facebook.com/socialmediatoledoo http://www.socialmediabreakfast.com/