Module 3 of 5. Facebook

transcript

Module 3:

Social media and you• Four pillars of engagement: Content,

Communications, Credibility, Community• Choose the different types of social content that

plays to your strength: eg: newsy, humorous, weekly thought leadership, customer support, daily helpful tips, photoblog

• Choose your channel: Blog, Twitter, Facebook, LinkedIn, Google+, YouTube, Mobile Apps

• Set guidelines to moderate comments and manage negative feedback

• Use best practices of posting on social media channels

Best practices: Intel• Turning followers into brand ambassadors

Source: Ekaterina Walter, Social Media Strategist, Intel

Get to know your audience

Make it fun with questions, games, polls

Avoid automated updates*

• Frequent automated status updates makes your Page inhuman

• Facebook hides repeated updates in “Show Similar Posts”

• Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day

• Find a balance between “official” updates and being human and spontaneous

* Exceptions: Long weekend or going on leave or reaching customers in different time zones. Do not post every tweet to FB, instead use Selective Tweets app and #fb to cross-post relevant tweets.

Encourage shares, @mentions, show gratitude for sharing

• Use @<insert name of fan> to encourage interaction

• Use of photos and videos gets a lot of traffic

Meet f2f: Offline engagement• Organize tweetups,

blogger meets and Facebook fan days or “meet the social media team”

• Invite fans for launches, roadshows, community projects, sponsored events, festivals

Provide house rules or moderation guidelines

Celebrate milestones

Your target audience is already on Facebook. No additional registration or profile to fill to participate.

1. Built-in audience

Setting up a Facebook Page is easy - it doesn’t require a developer or approval from IT.

2. Rapid rollout

A Facebook Page is free, versus high costs of developing a custom social networking site. But note: Experts, custom apps, games, landing pages cost money.

3. Minimal costs

Why Facebook?

If you post something interesting, it will have a life of its own.

4. Viral Features

Facebook is aggressive in deleting spammers, rogue accounts and inappropriate content. This minimizes issues in managing your own community.

5. Minimal Hassle

Hosting photos/videos is a lot easier and tagging makes those photos easy for friends to share

6. Multimedia features

Facebook, LinkedIn, Twitter and other social networks are great ways to drive traffic to your flagship website, e-commerce platform or other owned sites.

7. Referral engine

You can find new customers you would not have discovered otherwise and review profiles to generate new leads.

8. Leads

You can engage with existing customers in new ways and build longterm relationships for customer retention.

9. Engagement

Friends’ recommendations of your promotions are better received. Your giveaways, coupons, promos may trigger call-to-actions and direct sales. It is easier to cross-promote with partners.

10. Targetted promos

You can do one-to-one customer support and redirect to right personnel for resolution.

11. Customer support

Proactive correction of misinformation, errors, inaccuracies, myths and responding quickly to negative comments may avert a crisis.

12. Reputation mgt

Cons of Facebook• Facebook may change: While Facebook is the current

“it” social network, traffic may flatten and its future is not guaranteed. If users abandon Facebook, they’ll be abandoning your company/brand page too.

• You’re Limited to Facebook’s Feature Set: If Facebook decides to drop or add features that aren’t popular, or imposes restrictions that kill your community’s growth, you’re out of luck.

• No Data Ownership: You are limited by number of invites to your page and applications.

• Your Competitors Can Do the Same Thing: There are no barriers to entry for Facebook pages. They can copy the popular apps you develop. They can join your group without your knowledge.

Case study: CIMB on Facebookhttp://www.facebook.com/CIMBMalaysia

One-to-one customer complaint resolution

Translation: Azmi: ‘That’s two months my salary was delayed because of technical issues with your bank. CIMB – curse this bank!”

CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tab CIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.

Recruitment

CIMB advertises for social media-savvy employees

CIMB ad copy

“CIMB is looking for someone who wants to spend all day on Facebook and get paid for it. We want to bring our brand closer to our customers and stakeholders and are looking for people to help us do so. If you believe that social media is the next step in getting people to connect with brands and if this is something you are passionate about, then read on!”

Job: Asst Mgt/Exec-Social Media Team• Location: The World Wide Web

Responsibilities:• Create and execute social media

campaigns across the various platforms that CIMB has established communities in (forums, Facebook, Twitter, YouTube etc)

• Manage, monitor and engage in our online community as well as provide quantitative and qualitative insights based on feedback from this community

• Formulate strategies for programs on social media that will complement CIMB's initiatives

• Assist in the development of social media strategies as well as community management and implementation of social media campaigns across the region

• Requirements: Bachelors Degree in any field, at least 1-3 years working experience in any field

• Facebook & Twitter savvy with an intimate knowledge on developments of the media landscape

• Able to work and engage with people easily and comfortably

• Understand and appreciate the difference between LOL and ROFLMAO

• Please ensure that resumes are submitted together with your Facebook ID and Twitter handle for our reference.

News updates

Marketing

Tie-ups: Eg: CIMB and SF Coffee

FB Fail: What not to do

https://www.facebook.com/pages/Les-Deux-Garcons/190072754350375

Set up Facebook account (if you haven’t already)

Best practices• Turn on Follow

• Go to your Settings• Click Followers in the left column• Choose Everybody next to Who Can Follow Me?

• Use authentic photos for Profile

• Fill up About section

• Post breaking news

• Include your own comments, analysis

• Use Interests lists

Must-know Facebook BasicsInfo

Update Status

Messages

Friend Request

Subscriptions

Join Group

Comment

@ Mentions

Question

Privacy Settings

Acct Settings

Add photo

Create album

Tag photo

Upload video

Create A Page Apps

Events

Vanity URL

10 Facebook Tips1. Create a Page to promote events, conferences,

seminars, projects, launches, your blog, your website.

2. Share: Be useful. Answer questions, offer tips, guides, timely information.

3. Do link and promote to stories on your organisation, but provide some other value-add or insider insight, this is not just a broadcast medium.

4. Be human: Show you care, be witty, disclose some of your personal interests, it helps to get to know you better.

5. Use apps to automate stuff: blog posts, Twitter updates ~ but don’t overdo it! (http://apps.facebook.com/selectivetwitter)

10 Facebook Tips6. Tag all photos and videos with “Company ABC”

for events. Divide photos into separate albums.

7. Address new fans with personal messages

8. Have two or three admins as backups

9. For CSR: like-minded groups for related pages: eg Breast Cancer Awareness, Eradicate Polio.

10. Use lists to divide group and target messages once you have mastered various apps

Note: Pages vs Groups: Pages are better for a long-term relationships

with your fans, readers or customers; Groups are better for hosting an

active discussion and attracting quick attention. Community pages are for

generic causes or topics. http://bit.ly/pagesvsgroups

Facebook Page Basics

How To Start A Page:http://www.facebook.com/pages/create.php

Facebook for Businesshttp://www.facebook.com/business/

What type of Facebook page is right for me?

Local Business or Placepage is best:• Merge with Bing Place data

(map & link on info tab)• Fans can ‘check in’ to your

location• Fields on info tab are more

detailed• Categories help potential

clients find your business

•Custom URLs•Unlimited Fans/Likes

•Can add Apps, Custom Tabs, Games

•Visitor insights and analytics

• Indexed by search engines and can be seen by non-fans

•Messages appear as updates

•Can target by location, language

Why a Facebook page is the best for business:

Profile Groupvs vsPage•Custom URLs•Limited Friends, Manual friending

•Line between personal and business blurred

•No analytics•Cannot appoint admins

•Limited custom apps

•No custom URLS•No support for custom apps

•Can restrict who can access: open, closed, and secret.

•Can send bulk message into inbox of up to 5000 members

•No analytics•Better for quick, active discussions

Steps to creating a new page1. Go To: http://www.facebook.com/pages/create.php

• Also a link to ‘Create a Page’ on the Home Page• Links to ‘Create a Page’ In lower left corner of existing pages

2. Select the ‘Local Business or Place’ Page type• Choose your business type category• Enter business name & info• Click ‘Get Started’

3. Log into the personal account you want to admin the page• You will be prompted to do so if you were not logged in when

you started4. Fill out your “Update Page Info” with details about your

business• Add links to your website, Twitter, etc.• Add info about what you specialize in and offer• Make a good first impression that makes people want to like

the page5. Follow the steps on the “Get Started” tab

‘Get started’ tab makes it easy!‘Get started’ tab walks you through:1. Adding images2. Posting a status update

• Encourage your friends to share your page• Announce a new website or promo offer

3. Adding a ‘Like’ button to your website• Takes a little coding knowledge

4. Inviting friends & announcing to fans• Import email contacts• Suggest to personal Facebook friends

5. Sync to a mobile device

Converting a Group to a PageFacebook DOES NOT allow you to convert a group to a page– Groups were part of Facebook BEFORE Pages were

introduced– When Pages were first introduced Facebook temporarily

allowed converting– Only way to migrate group members to page fans now is

create page and ask them to ‘Like’ it – Post new page URL on group wall and invite member to

‘Like’ the page. After 30 Likes you can get a customized URL.– Send a message and/or chat to members ask them to

spread the news and like the page– Consider incentives to ‘like’ the page & suggest it (eg:% off

a service, coupons, being entered into a drawing for a free gifts, etc.)

Converting your Profile to a Page• Facebook lets you convert a personal Profile into

a Page! http://www.facebook.com/pages/create.php?migrate

– Cannot be undone – So be sure it’s your best option.

– Friends will be converted into fans that ‘Like’ the Page

– Only Photos will be transferred. NOTE: All other data lost!

– Facebook will provide you with a stripped-down version of a Personal Profile, called a Business Account, which will be the admin of the new Page.

A word of caution…1. Avoid shameless plugs on

how wonderful you or the company are.

2. Your personal views are your own, don’t post updates in anger or in spite. Nothing is private on Facebook.

3. Don’t sign up for every game/quiz and annoy others with your updates.

4. Do not disclose confidential information obtained through work that may bring the company into disrepute.

5.Don’t undermine your effectiveness at work.

6.“Friending” should not be taken literally – but others may misconstrue this as being partisan or biased.

7.Avoid racial, religious slurs and personal attacks.

8.You are still a company rep 24/7: Verify facts, identify sources before passing along news. Make it clear if you are skeptical of veracity of information, if you are.

Facebook jumpstartersFan Page Friday: Highlight one fan every

FridayExpert hour: Set one-hour per week where an

expert answers questions on FB, ask them to post questions early via video

“Office hours” – tell people when you are live. Do live video eg: Ustream, JustinTV, Linqto

Surprise giveaways for lightning quizzesRun polls asking people what they think about

a specific story or subject.

More tips: https://www.facebook.com/business/a/online-sales/page-post-tips

Facebook: Some Features• Follow Button

– http://www.facebook.com/about/follow

• Lists– http://www.facebook.com/help/lists

• Timeline– http://www.facebook.com/about/timeline

• Ticker: http://www.facebook.com/help/ticker

• Privacy settings

• Ads: http://www.facebook.com/ads/create/

http://www.facebook.com/help/lists

Create lists for Close Friends, Acquaintances, Work Mates or Restricted. Good for targetting posts to appropriate list of friends.

Timeline

http://www.slideshare.net/supernovastudios/facebooks-new-timelimehttp://www.facebook.com/CoverPhotoSize

Creative uses of new cover pic

MORE: http://reface.me/profile-pictures/facebook-timeline-cover-photo-hacks/

Facebook Video Chat

• Powered by Skype

• http://www.facebook.com/videocalling

Important considerations

• Promotion Guidelines:

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

• Analytics: http://www.facebook.com/insights

• Sponsored stories: http://www.facebook.com/marketing

• Facebook advertising: http://www.facebook.com/advertising

• Facebook for Business: http://www.facebook.com/business

Case study: MASEngaging bloggers using Facebook

• As part of MAS' blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme.

• During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill.

• Location: Malaysia Airlines Academy, Kelana Jaya

MAS: Blogger outreach

1. Photos first posted on MAS Facebook page2. Re-posted on blogger’s blog with personal account of

experience3. Article re-posted on “Living Malaysian Hospitality” –

MAS blogSource: http://www.facebook.com/#/album.php?aid=75488&id=52798899711http://lenaee.blogspot.com/2009/05/7.htmlhttp://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew