FacebookSeptember 2009
Bootcamp
Agenda
• Getting started• Fanpage setup• Strategic approach to use Facebook• Measuring Success
Getting started…
If you are going to work with social media, be involved in social media.
Start your own, Facebook page, Twitter account, read blogs and get engaged.
That is the best way to understand the culture, tone, best practices, and protocol.
1. Know what you are talking about
When you are communicating in social media say who you are and who you work for.
Don’t try to be sneaky and pretend to be one of the ‘punters’ in the discussion room, commenting without saying who you are.
Misleading influencers is a ‘no-no’. You will be sniffed out.
2. Always be genuine and real
Social media success has to be built upon honesty and trust drawing from your organization’s core values and ideals.
Readers can see through sales talk.
Be passionate about what you do and let that show through your personality.
Let people see you as a person, not a mouthpiece.
3. Be yourself
It’s supposed to be a dialogue, not monologue
4. Listen to what others have to say
Allow users to generate content on your Wall
Answer questions, thank people even if it’s just a few words. Make it a two way conversation.
5. Respond
Don’t be afraid to say you were wrong and be quick to make changes when you are.
6. Learn from your mistakes
Appreciate suggestions and feedback, it will make what you do even better.
It’s a lot of work but if you only update once and leave it for 2 weeks, fans won’t have a reason to follow you if they can’t expect new content regularly.
7. Post frequently
What Works: Active Fan Engagement
Nothing new to promote? Help people learn more about your company
Engage in active conversation with Fans
What Works: Engaging Content
Ask your fans questions and answer theirs – there is real value in creating a community around your event
What Works: Word-of-mouth
Encourage fans to share and get participation from their friends
DON’T use social media to broadcast your everyday tasks.
People’s time is precious. Make listening to you worth their time.
8. Add valueShare tips, tricks, and insights. Make sure your posts are resourceful, entertaining or valuable to your fans
What Works: Event Coverage
Use the findings as opportunity to pique interest for your event/product.
You don’t have to be 100% internally focused.
Link to other blogs, videos, and news articles. Re-post what others have to say.
9. Be Connected
If you don’t like what you are doing, others willnotice it and won’t enjoy interacting with you.
10. Have fun!
Fanpage setup
How To Upload your Profile Picture
How to Create a Event
How to Create a Photo Album
Other Applications
The video is under 1024 MB and under 20 minutes.
• Run Simple Contest• Promotions• Information
HELP! I need HELP!!
http://www.facebook.com/help.php?page=906
You’ve built a presence. Now what?
Strategic approach to use Facebook1. Define the roles and responsibilities internally
amongst your team members
• Customer service
• Crisis Management
• Business Development
• Product Promotion & Sales
• Event Coverage
• Issue Advocacy
Strategic approach to use Facebook2. Follow the conversation relevant to your field
• Customer Service Your customers & potential customers
Your brand, product and relevant issues
Industry leaders, similar interest groups, news/media
Those interested/attending event, media
Current and potential customers, those interested in similar products
Those interested in your cause, industry leaders, news/media
• Crisis Management
• Business Development
• Event Coverage
• Product Promotions & Sales
• Issues Advocacy
Strategic approach to use Facebook3. Create content to build your profile and reputation
• Customer Service
Insight, expertise, become a thought leader
Links to online promos, insider info on upcoming sales/discounts
Added value – advice, alert, tips
• Crisis Management
• Business Development
• Event Coverage
• Product Promotions & Sales
• Issues Advocacy
Content relevant to your customers – guide, tips, co. info
Additional resources, updated information, explanation
Event information, updates, behind the scenes coverage
Strategic approach to use Facebook4. Engage your customers/communities
Jump in the conversation. Be transparent and add value
Check replies and answer questions, provide info when needed
Know your fans, thank them for their support, get them involved
Answer questions, respond to comments about your service
Answer questions, respond to comments, raise issues, provide info
Setup discussions, talk to attendees, ask and answer questions
• Customer Service
• Crisis Management
• Business Development
• Event Coverage
• Product Promotions & Sales
• Issues Advocacy
Reach
Measuring Success• Number of fans• Number of brand mentions on walls• Number of news updates x fans
• Number of discussion topics• Number of wall posts on fan page• Number and tone of reviews posted• Amount of content or offers shared• Video views
Engagement
• Number of contest entries• Offline actions driven by coupons or
special offers• Click through for advertisements• Web traffic generated
Action