Efficient brand promotion on Facebook (january 2011)

Efficient brand promotion on Facebook

2Presentation name / Author 12.04.2023 © Sanoma Magazines

Before we begin...

MUST SEE :)

FacebookNumbers

412.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei

Facebook in numbers• More than 600 000 000 active users • 50% of active users log on to Facebook in any given day• More than 200 000 000 active users currently accessing Facebook through their

mobile devices• More than 3 000 000 active fan pages• More than 550 000 apps and over 1 million app developers• 70% of users engage with apps each month• 20 million people “Like” brand pages each day.• The average user follows 8.7 brands.• The average age of a brand “Liker” is 31.• 139 brands have more than 1 million “Likes”.

Source: mashable.com

Facebook in numbers - Romania

• 2 590 400 users in Romania

Users age distributionon Facebookin Romania

Source: http://www.socialbakers.com/facebook-statistics/romania/last-3-months#chart-intervals

Facebook in numbers - Romania

Male/female user ratioon Facebookin Romania

Source: http://www.socialbakers.com/facebook-statistics/romania/last-3-months#chart-intervals

Facebook in numbers - RomaniaThe map of Facebook users in Romania

Source: http://www.facebrands.ro/map.html

Basic principles in social media

3 basic principles in social media

1. It’s a commitment!

2. Be honest... with yourself and your “likers”!

3. Social media = compromise! You have to give and take, not just take.

Other social media principles

• Identify with the brand! • Build and mentain an open communication with your fans.• Be active! • Be unique! (unique product, unique vision, unique promotion)

GOLDEN RULE:• When a person assumes the role of coordinating

and promoting the brand on social networks, he has to take the brand personality, not his.

Facebook – account types

• Profile page• Fan Page• Group Page

Creative use of the Facebook header

Settings

Account settings Privacy settingsPage dedicated to the privacy issues:

http://www.facebook.com/fbprivacy

Fan Page

Fan Page – features

• Pages are public and anyone can view them (Facebook user or not).

• Pages are indexed by search engines. Therefore, you can get more traffic from Facebook.

• Updates, messages, announcement for fans. These are the “elements” that help build a community of users which are interested to the information you provide.

• You control the page and the information.• All the information that you share on you fan page wall can be

viewed on the users news feed (Facebook home).

Useful apps

Top 10 most used apps on Facebook

1. CityVille – 99.544.935 active users / month

2. Static FBML – 96.576.053 active users / month

3. Facebook for iPhone – 62.949.864 active users / month

4. FarmVille – 54.927.466 active users / month

5. Discussion Boards – 50.383.480 active users / month

6. Texas HoldEm Poker – 36.867.243 active users / month

7. Facebook for BlackBerry – 29.052.477 active users / month

8. Frontier Ville – 25.558.250 active users / month

9. Badoo – 24.936.422 active users / month

10. Facebook for Android – 24.695.245 active users / monthSource: http://www.socialbakers.com

Top apps to use on a fan page

1. Static FBML

2. Discussion Boards

3. Polls

4. Quiz

Romanian Brands on Facebook

• http://apps.facebook.com/robrands/ or http://facebrands.ro/

Romanian Brands on Facebook is

an application developed by Andrei Stefan

(webdeveloper freelancer and

owner of lumeamica.ro).

The database is still developing.

Fan pages are constantly added.

COSMOPOLITAN.ro is now on 151th place

of a 6 407 pages in the general ranking

and 4th place of 92 pages in

“magazines” category.

Top 10 Romanian Fan Pages

1. Inna - http://www.facebook.com/Inna - 2.022.181 Fans

2. Edward Maya - http://www.facebook.com/EdwardMayaOfficial - 208.507 Fans

3. Akcent - http://www.facebook.com/AkcentMusic - 202.009 Fans

4. Radio ZU - http://www.facebook.com/radiozu - 178.203 Fans

5. Kiss FM - http://www.facebook.com/kissfmromania - 148.904 Fans

6. Cronica Carcotasilor - http://www.facebook.com/Carcotasii - 144.137 Fans

7. George Hagi – facebook.com/pages/George-Hagi/10826591807 - 137.675 Fans

8. AdoptiiCaini.ro - http://www.facebook.com/adoptiicaini - 131.028 Fans

9. Romania - facebook.com/pages/Romania/84452224302 - 113.977Fans

10. Visit Romania! - facebook.com/discover.romania - 111.532 Fans

Top 10 Facebook Fan Pages

1. Texas Hold'em Poker – 34.403.507 Fans

2. Facebook – 32.774.540 Fans

3. Michael Jackson – 27.676.313 Fans

4. Lady Gaga – 27.211.588 Fans

5. Eminem – 26.695.188 Fans

6. YouTube – 26.400.126 Fans

7. Family Guy – 24.775.865 Fans

8. Rihanna – 22.691.278 Fans

9. Coca-Cola – 22.107.002 Fans

10. Linkin Park – 21.661.677 Fans

Top Fan Pages of Sanoma Hearst Romania

1. Cosmopolitan – 14 585 Fans

2. FHM – 8 961 Fans

3. Esquire – 4 584 Fans

4. Marie Claire – 4 364 Fans

5. National Geographic – 3 948 Fans

6. Story – 3 738 Fans

7. mami - 2 877 Fans

8. eCuisine – 2 684 Fans

9. MagazinulDeCase.ro – 2 511 Fans

10. FEMEIA. - 2 038 Fans

11. Casa si Gradina – 1 852 Fans

12. mamica de azi – 1 530 Fans

13. Parinti.com – 1 520 Fans

14. sanatatea de azi – 930 Fans

15. Miresici – 916 Fans

16. bucataria de azi - 878 Fans

17. Harper’s Bazaar – 628 Fans

18. Beau Monde – 474 Fans

19. Sensa – 425 Fans

20. Villa Design – 81 Fans

21. Auto Motor si Sport – 24 Fans

22. Femeia de azi – 9 Fans

Facebook Fan PagesFBML

FBML = FaceBook Markup Language

http://www.facebook.com/apps/application.php?id=4949752878

• Page dedicated to help building and developing FBML tabs - http://developers.facebook.com/docs/reference/fbml/

The first personalized tab should illustrate a welcome message to the users.

It must contain elements that are on site/brand/product.

Don’t forget to set up as landing tab!

How to add FBML to your page

• Step 1: http://www.facebook.com/apps/application.php?id=4949752878&b

• Step 2:

Click Add to my page• Step 3:

Select the page on which

do you want the FBML tab

(it applies only to the pages

on which you are admin)

Click Add to page

• Step 4: Go back to your page

Click Edit Page

Click Applications

• Step 5:

Design FBML

Also, from here

you can set up

another FBMLUnder Save Changes

you have the option

Add another FBML box.

After you finish writing the code of FBML, go back to your page.

With the help of your

mouse you can redo

the order of the tabs.

The tabs that are

always fixed:

Wall and Info.

10 things to establish before starting a fan page

1. Establish the clear purpose of your page.

2. After the page gets 25 fans, personalize the link.

3. Post regularly interesting info for your fans.

4. Personalize the page – video, pictures, twitter, apps etc.

5. Friendly communication with fans! Say your name and all kinds of stuff about you.

6. Estabilish an editorial strategy!

7. Don’t set up an automatic post of your tweets or blog posts on your page!

8. Use the FBML creatively!

9. Don’t “run” after likes! Quality is most important!

10. Mention the fan page on other online and offline channels.

Facebook Fan PagesHow to create a fan page

How to create a fan page

Method 1 – Direct link: http://www.facebook.com/pages/create.php

Method 2 – From another fan page; option under the left column

Method 3 – Ads and pages section (if you are already admin of at least 1 page)

The difference between Community Page and Fan Page:

• Community Page – for general topics• Fan Page – for companies, brands, celebrities, bands, products,

local businesses etc.

Fan Page - options

From the Edit Page option you cand go to the settings of the page.

Fan Page - options

Manage Permissions:

Expand comments on stories

Fan Page - options

Basic information:• Site• Funded year/date of the brand/band/product etc.

Fan Page - options

Profile Picture: • Upload new photo• It can be changed directly

from page

Fan Page - options

Marketing: • Ads• promo for other websites: badge, like box• Updates (a sort of newsletter in Facebook)

Fan Page - options

Manage Admins:

Fan Page - options

Applications:

Fan Page - options

Insights:

Facebook Fan PagesHow to personalize the link of a fan page

How to personalize the link of a fan page

The personalization of the link is a step that any brand/company/public person should do.

Personalization is actually the modification of the default Facebook link in a form like: www.facebook.com/chosen-username.

For example, Cosmopolitan.ro had the following default link – http://www.facebook.com/pages/wwwcosmopolitanro/54953292062?pub=2309869772 –

and after the personalization is like this:

http://www.facebook.com/cosmopolitan.romania.

How to personalize the link of a fan page

• Step 1: Log in on Facebook.• Step 2: Go to http://www.facebook.com/username.• Step 3: The following window will be displayed:

• Step 4: Choose the page of which you want to personalize the link.• Step 5: Verify the availability of the username. Important: in order to change the

username, the Fan Page must have at least 25 fans.• Step 6: Now you are the proud owner of a personalized Facebook link! ;)

Facebook Fan PagesBest practices

Best Practices• The page must look good: representative profile picture, short description and, a

must, contact information.• The minimal time between posts – 30 minutes.• Establish an editorial calendar.• Respond to the question of fans.• Encourage the interaction and develop an easy communication.• If you are going to miss a period of hours/days and you can’t be online, announce

you fans.• You must give a personal note – the fans must know that they are communicating

with a real person, not a company!• Be honest!• Fresh information – news, articles, information, products etc.

Best Practices

Mention of a user / fan page in a post • Offers visibility – the post appears also on the wall of the users/page that you

mentioned• @name-user – as you type the username, it shows a list from which you cand

choose the user/page that you wanted• You can do these mentions only from your friends and your pages that you like

Best Practices

Pictures• You can set up the order of the pictures in an album and of albums• You can set up the cover-picture of the album

Best Practices

Links: posting and editing

Best Practices

Link post

And no likes on your own posts!

Best Practices

Share link from fan page on profile page

Best Practices

Chat with fans – not recommended!

Facebook isn’t messenger.

For brands, Facebook created the Discussions tab in pages – a forum in the Facebook page.

Facebook Ads

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

• Case studies: http://www.facebook.com/FacebookAds?v=app_7146470109

Social media trends for 2011

Social media trends for 2011• Group Buying (e.g. Grupon)• Social Commerce -

http://www.youtube.com/watch?v=Ed5vJeaEuzA• Q&A Sites• Location based services• QR Codes• Branded Mobile Apps• Social Media Policy -

http://mashable.com/2009/06/02/social-media-policy-musts/» http://socialmediatoday.com/davefleet/151761/57-social-media-policy-e

xamples-and-resourcesSource: www.manafu.ro

85th Buzesti Street, Floor 4Bucharest District 1Phone: (+4) 031 22 58 700Fax: (+4) 031 22 58 715www.sanomahearst.ro

Cristina Avadanei

Content Manager cosmopolitan.ro

(+4) 0726 289 631

cristina.avadanei@sanomahearst.ro

twitter.com/crisu_avadanei

www.facebook.com/cristina.avadanei

http://socialweb.ro

Thank you!

Efficient brand promotion on Facebook (january 2011)

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Transcript of Efficient brand promotion on Facebook (january 2011)

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