Best Practices on Building a Corporate Facebook Fan Page

for U.S. Hispanics

September 28, 2010

A Free Webinar from the Hispanic Social Media Insights Series by

Facebook en EspañolFrom the Inside Out

Ada Luz Restrepo Analyst, Spanish User Operations Facebook

1 Who is on Facebook?

2 A connected world

3 From English a Español

4 Facebook Pages: Reaching your audience

5 Facebook Ads: The power of targeting

Agenda

Who is on Facebook?

500 million+ active users

Activity on FacebookInteresting facts

Average user has 130 friends

700 billion minutesper month

50% of active users log on in any given day

A connected world

Around the world

About 70% of Facebook users are outside the US

Hablamos Español

▪ Roughly 15% of the users live in Spanish speaking countries

▪ Top countries: Spain, Chile, Mexico and Colombia

From English a Español

Users have the final word

•Users submit translations and vote on other users’ translations

What

•Speed•Quality•Reach

Why

•400,000 users contributed

•90 languages

•1 week to translate into Spanish

Facts

Facebook Pages: Reaching your audience

Pages facts

• More than 20 million people connect to Facebook Pages each day

• Over 75 million people are supporters of non-profit Pages on Facebook

• The top 40 US Government Facebook Pages each have more than 1.5 million supporters

Where conversation happens

Where conversation happens

Share your photos…

… and your videos

Facebook Search

Pages best practices

▪ Create content worth sharing

▪ Join the conversation

▪ Use Tools to increase relevance

▪ Make your site social

Facebook Ads: The power of targeting

Profile based targeting

Facebook resources for PR

www.facebook.com/pr

www.facebook.com/adsmarketing

www.facebook.com/bd

Growing YOUR brand onFacebook

Presented by:Lance Rios

President/Founder of Being Latino, Inc.

Index

• Ch. 1 – Establishing your brand• Ch. 2 – Growing your brand• Ch. 3 – Getting the conversation started

Establishing your brand

• Starting off, you have to make sure that your Facebook fan page SCREAMS your brand.

• You can make your page SCREAM your brand by finding the answer to 5 questions.

Question #1

• QUESTION #1: What sets YOUR brand apart from everyone else?

Question #2

• QUESTION #2: How often do we update?

Question #3

• QUESTION #3. What have you done well in the digital space?

Question #4

• QUESTION #4. Which type of content will be most likely to go viral?

Question #5

• QUESTION #5. How do we personalize this brand?

Growing Your Brand

• Follow 5 steps and you can experiment a significant amount of traffic increase.

Step #1

• Make sure your page looks GOOD.

Step #2

• Invite YOUR friends then get YOUR friends to invite THEIR friends.

Step #3

• ENGAGE ENGAGE ENGAGE!

Step #4

• Have on-the-ground events

Step #5

• Coupons

Getting the Conversation Started

• The whole purpose of having a fan page is to get people talking on YOUR page and about YOUR product.

• 5 Steps to engaging fans.

Step #1 • ASK. LISTEN.

Step #2

• ENGAGE ENGAGE ENGAGE!

Step #3

• Do NOT try to directly sell products. Give useful content. Content is KING.

Step #4

• Do NOT be afraid to put yourself out there.

Step #5

• Consistency is key.

By following these steps

• You’ll be on your way. These steps will allow you the opportunity to truly grow and will put YOUR brand ahead of the pack.

+ Culture

+ Community

+ Content

+ Conversation

+ Define the context by which your brand ties into its audiences’ values, lifestyles, passion points and beliefs

+ Bring to life the cultural ties that bind to maximize relevance and resonance of your message

+ Establish a branded presence within those channels

+ Mine for clusters of like-minded individuals across all Facebook

+ Establish guidelines for channel moderation

+ Manage and grow the community

+ Discover compelling, engaging and relevant brand story opportunities

+ Produce multimedia-rich content – videos, photos, infographics, text

+ Tag, seed and syndicated content across multimedia sharing sites

+ Define an editorial calendar for consistent and ongoing content distribution

+ Integrate digital promotions with offline opportunities (and vice versa)

+ Establish conversation starters

+ Define tonality, personality and point-of-voice of brand conversations

+ Monitor ongoing conversations across the web related to brand, products and competition

+ Track and measure the level of engagement and reach of the content and conversations

http://donutchat.com/

+ 40,448 Facebook fans

+ 43,595 total interactions

+ 278,431 page views

Wally Sabria

SVP/Creative Director

The Axis Agency

310.854.8260

wsabria@theaxisagency.com

twitter.com/socialstudiola

Q & A

A Free Webinar from the Hispanic Social Media Insights Series by

Thank You!

A Free Webinar from the Hispanic Social Media Insights Series by