1. Hots Lips, Fictional HolidayCharacters,& The Need to Lead withBravado like Cornelius. PR NEWS FACEBOOK CONFERENCENATIONAL PRESS CLUBWASHINGTON, DCDECEMBER 1, 2011

2. Who Owns Facebook? Optimal Facebook TeamRoadmap for Facebook Workflow 3. Facebook is about relationships. 4. A Parable. 5. obligate hemi-parasitic 6. (Product /Service) Potential Customer 7. MARKETING?ADVERTISING?PUBLIC RELATIONS? 8. Marketing: 9. Advertising: 10. Public Relations: 11. Facebook is about Public Relationships.Public Relations 12. Who Owns Facebook? Optimal Facebook TeamRoadmap for Facebook Workflow 13. The Facebook Dream Team 14. Four Main Roles: 15. CODEName: 16. FROSTYFOREMAN ELFRudolphKris Kringle 17. FoREman ElF RUDolpH Kris ChringleFRoSTY The Facebook Dream TeamFour Main Roles: 18. Community Manager CoDEnamE: THE BRanD amBaSSaDoR outstanding people skills Part Oprah, Part Fletch Help inspire community interaction & dialogue Has Access to the right people, both internal & External Is prepared to take abuse & deal with uncomfortable situations 19. Metrics & Analytics CoDEnamE: THE opTImIzER Lukewarm People skills Focused on delivering results EXPERT AT CONTENT OPTIMIZATION &Penetrating Edgerank Be Prepared for possibleOVERWHELMING AMOUNT OF DATA BoTH an aRTIST & SCIEnTIST Tool of Choice: The K.P.I. 20. Favorite Foreman Elf KPI:ON-TOPIC VS OFF-TOPIC POST #$&% You! Hey FacebookYou increased my interestCommunity! Isntrate, you screwed myit COOL earning credit score, and you gave me points that dontcredit cardwork! Creep! points! 21. Favorite Elf KPION-TOPIC VS OFF TOPIC POSTTOTAL FACEBOOK POST SENTIMENT FEEDBACK FOR A BANKING CLIENTs CONTENTNumber of related (4 week period)posts by categoryPositive Off-Topic News ReportsPositive NeutralNegative 2% 1On-Topic News ReportsNegative30%Off-Topic Ad Campaign/Promotion 4NeutralOn-Topic Ad Campaign/Promotion 68% Off-Topic Advocacy/Tips 8 On-Topic Advocacy/TipsOff-Topic Rewards 3 On-Topic RewardsOff Topic Holiday Season 3 On Topic Holiday Season Off-Topic Conversation Starter 5 On-Topic Conversation Starter02 4 6810 12 14 16 18 20 Mentions 24 22. Creative & TechCoDEnamE: THE FlaSHY onE Can be somewhat socially awkward & volatile. Head often in clouds. Photos, infographics, videos are Common Tools Helps Drive engagement & On-topic ReSponses THEY USED To laUGH aT mE In HIGH school but now my design skills are SaVInG THEIR aSSES 23. Strategy & Account CODEName: THE VISIonaRY Part Champion, Part Strategist Can BE internal or client side stakeholder. Acts as diplomat to more senior stakeholders. ABLE TO CONNECT FACEBOOK metrics TO LARGER BUSINESS GOALS Translates a Companys Strategy IN a Facebook ACTION PLAN. 24. Four Main Roles of the Facebook Team :Community Metrics & Creative &Strategy ManagerAnalytics Technology 25. Who Owns Facebook? Optimal Facebook TeamRoadmap for Facebook Workflow 26. Whole is Greater Than The Parts.MarketingAdvertising Public Relations 27. Dont Be Afraid.AdvertisingPR 28. Work Together, Common Goals,Lead with Confidence.Create a roadmap for Facebook workflow andintegrate the efforts of marketing, PR andadvertising 29. Who Owns Facebook? Optimal Facebook TeamRoadmap for Facebook Workflow 30. Hots Lips, Fictional HolidayCharacters,& The Need to Lead withBravado like Cornelius. . 31. Thank You!Brad B. McCormick @darbtx Austin, TX