Facebook Overview and Case Studies

Keith Feighery

Outline

• General Points to Consider when engaging with Social Media

• Facebook Overview• Critique Case Studies (Aesthetic and Content)• Running Competitions• Using Facebook Applications• Questions and Answers

Career Summary

• Director of Digital Strategy with Digital Insights• 14 Years experience developing and marketing

web and digital applications• Lecturer with DIT on MA in Digital Media

Technologies• Lecturer with Dublin Business School, Griffith

College, Champlain College & IBAT in Online Marketing and Digital Strategy

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

www.DigitalInsights.ie

Irish Online Stats to Consider

• 77% of all Irish Internet Users use Facebook (approx 2M)• Tops 2 sites visited are Google (38%), Facebook (19%)• Average Irish person spends 18 Hrs+ online each month

– 4 hours 10 mins Facebook– 2 hours 51 mins Google

• 13% Facebook Users Aged 13-17; 55% Aged 18-35;• 90% of 15-24 YO active on Facebook• 47% of all Facebook Users login Daily• 37 Million Branded Pages on Facebook with over 10 likes

Core Components of Social Media Strategy

Devising a Social Media Strategy

• Core Components of a Social Media Programme– Know your target audience – develop personas– Plan goals and aims of campaign (Business Goals)– Think about the tone, voice and personality to adopt– Choose your platforms carefully– Think about the type of content to use on each platform– Take risks – not everything will work– Create Guidelines for Staff how to Leverage Social– Think Multi-Channel – Cross Promote and Connect to other

channels– Create clear KPIs and Measure performance

Interacting on Social Media

Key to understanding how to leverage social media, is to acknowledge the behavioural shift in online usage patterns

Be Social – Interact with People & Solicit Feedback and Responses

Ask Questions of your community – and then they will respond

Understand why people like facebook pages

Reasons you Liked

Mechanics of a Page

Technical Spec for Pages

Create a Page

Settings Page

Case Studies

Lidl

Penneys

Dunnes Stores

Be Entertaining, Informative or Offer Something of VALUE to Followers

Hairybaby

Engaging with Fans

Getting People To Respond

Murphys Icecream

At Movies Dundrum

At Moveis – The Wall

Westcoast Cooler

Branded Facebook Page

Adding/Tagging Images

Restaurants, Bars, Hotels

Wright Venue

Wright Venue – Like Us

Wright Venue

Wright Venue - YouTube

CopperFace Jacks

CrackBird Facebook

Crackbird Dublin

joBurger Facebook

Jo Burger Twitter

Rustic Stone - Facebook

D4Hotels.ie

Cully and Sully

Cully and Sully

Click Like to Vote

Selling Goods on Facebook

Puddleducks

Selling on FacebookFacebook eCommerce Apps

Payvment

Payvment Facebook App

Facebook Competitions

What you are not allowed to do

• Running competitions directly on a Facebook Page.• You are required to use a competition application must not run a competition

directly on your Wall.• Having users automatically enter by ‘Liking’ a Page.• You may have them first ‘Like’ your Page but this must lead on to entering a

properly set up competition.• Conditioning entry in the promotion upon a user providing content on

Facebook, such as posting on a Wall of a Page, uploading a photo, posting a status update (such as asking Friends to ‘Like’ the Page).

• Any interaction a user takes must be using the competition application and not directly on your Page.

• Notifying winners on their Facebook Wall. Most people do not realise that Facebook requires that you notify the winner by email or other means, but not using Facebook in any way to do so.

Facebook Guidelines

• You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update.

• You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.

• You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.

• You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.

• You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.

• You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.

• You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

Landing and Custom Page Apps

iFrame App

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274