Facebook - form Novelty to Necessity

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


POLL

•  POLL: Does your organization have a Facebook page? •  Yes No


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


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


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


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


What’s New

Facebook Constantly Evolves •  Timeline

•  Apps

•  Message

•  Scheduling

•  Analytics


What’s New

Timeline •  Cover •  Apps •  History •  Pinning

Posts


What’s New


Posts

Old: iFrame Page


What’s New


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


What’s New


Posts

New width = 810 px


What’s New


Posts “Fan-Gating” or “Like-Gating” now only works through App pages"


What’s New


Posts


What’s New

Page Messaging


What’s New

Scheduling Posts •  Write posts to

appear in the future

•  Can’t see or manage future posts


What’s New

Analytics

Simpler ways to track impact

PEOPLE REACHED

LIKES, COMMENTS, SHARES

POSTS


What’s New

Analytics

Simpler ways to track impact


Strategies

What is your Goal?

•  Conversation

•  Promotion

•  Research

•  Customer Service

•  Website Visits

•  Fundraising


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


Tactics

How Will You Get There?


Tactics

Custom Page Programming “Apps” •  Builds brand •  Adds website-

like functionality •  Most functionality

handled though Apps


Tactics

Custom Page Programming “Apps”

•  Build Interest •  Promote Sharing


Tactics


•  Pledge •  Petition •  Gather Support


Tactics


•  Contests should be run from an App tab or using a 3rd party software

•  Running contests on your News Feed is against FB policies


Tactics


•  Get email subscribers


Tactics


•  Do it yourself tool •  Free for pages up to

2000 fans


Tactics

Not to be confused with “Applications”

•  YouTube •  Twitter •  Post documents

with Scribd


Tactics


•  YouTube •  Twitter •  Post documents

with Scribd •  And more…

http://www.involver.com/applications/


Tactics


•  YouTube •  Post documents with

Scribd


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


Tactics

Make the most of Photos •  Add visual captions

with Photoshop or FotoFlexer


Tactics

Make the most of Photos •  Not every photo

has to be a “picture” •  Try Infogr.am for

infographics •  Post publications,

marketing and invitations


Poll

Has Facebook been helpful to you in Fundraising?

Yes No


Tactics

Fundraising •  Causes Application •  App Page •  User Sharing •  Soft Sell


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/


Tactics

Get offsite Integration with Social Plugins •  Let visitors to

your website and/or blog connect and interact with Facebook


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/


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?


Thank You

Beth S. Brodovsky, President Iris Creative | Communications Build Community 610-567-2799

Connect at: [email protected] www.iriscreative.com www.linkedin.com/in/bethbrodovsky www.twitter.com/bethbrodovsky www.facebook.com/iriscreative

Facebook - form Novelty to Necessity

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