Post on 18-May-2015
Facebook: From Novelty to Necessity
Leveraging the Value of Social Media Marketing
PANO 2012
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
How Pages Work Overview
• What’s new on Facebook
• Strategies for using Facebook in your organization
• Tactics for reaching your goals
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
POLL
• POLL: Does your organization have a Facebook page? • Yes No
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
How Pages Work Pages vs Groups
– Why Choose a Page
• Content from Page not Profile • Post updates on users’ wall • Organization to person
interaction • Indexed by search engines • Applications • Analytics
Post from a Profile
Post from Page
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
How Pages Work Pages vs Groups
– Why Choose a Page
• Content from Page not Profile • Organization to person
interaction • Add Apps and Applications • Post updates on users’ wall • Indexed by search engines • Applications • Analytics
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
How Groups Work Pages vs Groups
– Why Choose a Group
• Content from a Profile • Can be private and
secret • Can set up an event • Can share documents
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Converting Profile > Page NEW! You can change your profile or group into a page.
https://www.facebook.com/ help?page=213602951 994043
This does not work for Groups
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Facebook Constantly Evolves • Timeline
• Apps
• Message
• Scheduling
• Analytics
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts
Old: iFrame Page
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts Old: iFrame Page viewed in Timeline
Since launching their open graph integration less than a month ago, the number of Facebook users visiting Pinterest every day has increased by more than 60%. Source: Facebook Developers Blog 2/12
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts
New width = 810 px
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts “Fan-Gating” or “Like-Gating” now only works through App pages"
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline • Cover • Apps • History • Pinning
Posts
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Page Messaging
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Page Messaging
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Scheduling Posts • Write posts to
appear in the future
• Can’t see or manage future posts
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Analytics
Simpler ways to track impact
PEOPLE REACHED
LIKES, COMMENTS, SHARES
POSTS
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Analytics
Simpler ways to track impact
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Strategies
What is your Goal?
• Conversation
• Promotion
• Research
• Customer Service
• Website Visits
• Fundraising
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
POLL (create a Poll of this slide)
What is your Goal? (let people choose more than 1)
• Conversation
• Promotion
• Research
• Customer Service
• Website Visits
• Fundraising
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
How Will You Get There?
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page Programming “Apps” • Builds brand • Adds website-
like functionality • Most functionality
handled though Apps
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page Programming “Apps”
• Build Interest • Promote Sharing
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page Programming “Apps”
• Pledge • Petition • Gather Support
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page Programming “Apps”
• Contests should be run from an App tab or using a 3rd party software
• Running contests on your News Feed is against FB policies
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page Programming “Apps”
• Get email subscribers
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page Programming “Apps”
• Do it yourself tool • Free for pages up to
2000 fans
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Not to be confused with “Applications”
• YouTube • Twitter • Post documents
with Scribd
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Not to be confused with “Applications”
• YouTube • Twitter • Post documents
with Scribd • And more…
http://www.involver.com/applications/
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Not to be confused with “Applications”
• YouTube • Post documents with
Scribd
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Make the most of Photos • New Timeline
features allow for bigger images and album display
• Ad captions to every image
• Re-share photos individually when appropriate
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Make the most of Photos • Add visual captions
with Photoshop or FotoFlexer
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Make the most of Photos • Not every photo
has to be a “picture” • Try Infogr.am for
infographics • Post publications,
marketing and invitations
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Poll
Has Facebook been helpful to you in Fundraising?
Yes No
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Fundraising • Causes Application • App Page • User Sharing • Soft Sell
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Fundraising • Causes Application • App Page • User Sharing • Soft Sell
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Fundraising • Causes Application • App Page • User Sharing • Soft Sell
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Get offsite Integration with Social Plugins • Let visitors to
your website and/or blog connect and interact with Facebook
https://developers.facebook.com/docs/plugins/
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Get offsite Integration with Social Plugins • Let visitors to
your website and/or blog connect and interact with Facebook
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Buzz
Sponsored Posts Live • Pay for placement at
the top of Fans’ News Feeds
• Promote posts within 3 days
• Posts will be labeled as "Sponsored”
• 400 Likes needed to qualify
https://www.facebook.com/help/promote/
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s Next?
Integrate Facebook into communication strategy • Make sure you read the page rules —
https://www.facebook.com/page_guidelines.php
• Identify its purpose in your program — Why do this with FB and not something else?
• Which FB tactics will help you reach your goals?
• Which of your current tactics can support your efforts?
• What time, personnel and budget need to be invested?
Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Thank You
Beth S. Brodovsky, President Iris Creative | Communications Build Community 610-567-2799
Connect at: beth@iriscreative.com www.iriscreative.com www.linkedin.com/in/bethbrodovsky www.twitter.com/bethbrodovsky www.facebook.com/iriscreative