Facebook - Jumping in with both thumbs up

Jumping In With Both Thumbs Up

mcdougall & duval advertising | Reading Co-operative Bank

Director of Social MediaMcDougall & Duval Advertising

[email protected]

Carie Schelfhaudt


Salem State University StudentCommunications Major

Allison Read


Marketing Assistant McDougall & Duval Advertising

Amesbury, MA

Kayla Vigneault


Phase 1:

• Establish a Social Media Policy – to monitor interactions in online communities

• Monitor Facebook Insights – to view the impact of your marketing programs in online

communities

• Initiate Like Us Campaign – to increase fan base and generate leads

• Engage Fans with Contests – to increase engagement in online communities

• Increase Fans with Custom QR Codes – to continue the conversation online

Phase 2:

• Breakout Sessions

Two Phases to Generate a Fan Page


Social Media Revolution


Why use social media? Social Media Revolution


http://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/

• A simple truth: Campaigning used to be about delivering messages

• Now, it’s about creating personal relationships with brands

• To today’s consumer, conversations are far more important than direct messages alone

• In order to have these conversations, brand owners need to identify who in the target

audience are the greatest influencers who generate the most online buzz

• 57% of people talk to other people more online than in real life

• Of the market of 55+ users, 32% interact through social media

• In the world of search engine optimization (SEO), likes are considered the new links

• Facebook is viewed once out of every five webpage views

Social Media Revolution


Establish a Social Media Policy


Identify staff roles and responsibilities

• Create approved content libraries for consistent messaging

• Identify staff members and/or agency that will monitor and track feedback

Plan for monitoring what your audience is saying

• More and more (and rightly so), organizations are tapping into social media as a customer service tool

• Establish a plan for managing the feedback, input and thoughts received online

• Record results of polls and informal surveys



Define how your reputation will be managed

• Construct a customized plan-of-action to maintain your favorable online presence

• Know when to take issues offline for comments related to products, service offerings, events or inappropriate language

• Quickly assess your audience-generated content to address any brand challenges or derogatory messages

Consider a centralized management platform that:

• Is a web-based social media management platform

• Can archive posts, likes, comments, tweets and re-tweets

• Can pre-schedule status updates



• Your Settings

• Manage Permissions

• Basic Information

• Profile Picture

• Featured

• Resources

• Manage Admins

Controlling Your Fan Page Settings


In order to provide value to your fans, only 20 percent of the content you post should be directly related to your

company or services. The remaining 80 percent of your content should be about the industry in general, such as industry facts, related articles, statistics and newsworthy

events/discussions. Plan to post 3 to 5 times a week.

Sharing Good Content


Content Question & Answer


Monitor Facebook Insights


The Insights Tab allows you to see what kind of attention your page is getting. You are able to see which posts had

the most views and if anyone shared your links.

Insights Page


Another portion of the Insights is to see who “likes” your business. This feature breaks down fans by gender, age, state, or country. By viewing this breakdown you can see who is interacting with your brand, and what age and/or

gender you may want to target your future posts to.

Who Likes Us


Who Likes Us


Insights Question & Answer


Initiate Like Us Campaign


Add Facebook chicklet to print materials to increase exposure

• Download logos from Facebook’s Brand Permissions Center at: www.facebook.com/brandpermissions/logos.php

Invite friends to become a fan of your page

• In the admin panel, go to Build Audience

• Use the dropdown menu to invite email contacts and friends to “like” your page

• Share your page on your personal profile or on a friend’s profile

Download Facebook Chicklet for Print Materials


http://www.facebook.com/brandpermissions/logos.php

Creating a cohesive like campaign will help you to further reach potential new leads and generate more awareness

of your brand.

Case Study


Facebook ad campaigns remain the #1 traffic builder to a fan page. When selecting the messaging for a Facebook ad,

be sure to consider the fact that money talks. People want something in exchange for these valued likes. It can come

in the form of a coupon, donation, event invite, etc. Incentive campaigns tend to get the most traction.

Facebook Ads


To create a Facebook ad, sign into Facebook and visit www.facebook.com/advertising. Click “Create an Ad” in the

upper right hand corner. Start by selecting the type of Facebook advertisement and specifying the basics of the

ad, such as the Facebook destination tab, body copy and an image to display next to your body copy.

Facebook Ads


http://www.facebook.com/advertising

Next, use your new business goals for the upcoming year to determine the demographic that you would like to target for

your Facebook ads. Fans can be targeted by location, age and relationship status, as well as categorical or precise

interest groups.

Facebook Ads


Facebook ads can be purchased at a cost per click or cost per impression and can be set to a daily budget. For

instance, if you wanted to spend $25 a day on Facebook ads, you can set your daily budget to never exceed that

amount.

Facebook Ads


Fangates require Facebook users to “like” your page before they can see the content behind the fangate.

Facebook users that are not fans of your page will not be able to see content behind the fangate. This promotes

the idea of exclusivity and can help to increase your Facebook fan count. Above is an example of a fangate in

the original Page format (left) and one in the new Timeline for Pages format (right).

Fangating


After setting up your Facebook ads, it’s highly recommended to keep a constant eye on the effectiveness of your ad campaign. Regularly review your reach by using the built-in tracking tools. To see definitions of the different

terminology used, hover over the question mark located next to each term. It’s important to also monitor your CPC

(cost per click) to make sure your bid is high enough for your ad to be seen.

Facebook Ads


Advertising Question & Answer


Engage Fans


Contests, sweepstakes and surveys are a great way to increase engagement on your Facebook page and keep fans coming back to your page. Contest entries can be

text, photos or videos and can be set up for public or private voting.

Contests


The simple act of liking a Facebook page or commenting on a wall cannot automatically enter fans into a contest or drawing. These actions are against the Facebook rule

that states, “You must not use Facebook features or functionality as a promotion’s registration or entry

mechanism.” Contest must be administered through a third-party application.

Breaking Contest Rules


QR (Quick Response) codes are becoming increasingly popular and more recognizable by the average

consumer. These two-dimensional barcodes activate or link to digital content on the web when scanned with a

smartphone device.

Ongoing: Increase Fans with QR Codes


Breakout Session


Converting to Timeline for Pages


Personal Page

• Private Page (must accept or deny friend requests) • Limit of 5,000 potential “friends”

• Distribute information about family, friends, personal life

• View upcoming events and birthdays

• Message/chat with friends

Personal Page


The look of personal pages is transitioning from their original format (shown on the left) to Timeline (shown on

the right).

Personal Pages


Fan Page

• Public Page (users can “like” you without your confirmation)

• Public to 800 million+ users of Facebook

• Can create unique URL (www.facebook.com/CompanyXYZ)

• Content must represent brand image

• With the introduction of Timeline for Pages, businesses can now create a company history and direct message their fans

Fan Page


http://www.facebook.com/CompanyXYZ

Fan pages will all switch from the original format (left) to Timeline for Pages (right) on March 30, 2012. All new

pages will now automatically be created in the new Timeline format.

Fan Pages


Profile Picture

• Typically a place for your logo or icon

• Size: 180px x 180px

Cover Photo

• A unique image that represents your Timeline. This might be a photo of a nice listing or a picture of your staff

• While there are restrictions on what this photo can display (no promotional material is allowed), this gives you a huge opportunity to customize the overall aesthetic look of your Timeline.

• Size: 851px wide by 315px high



https://www.facebook.com/help/?faq=276329115767498&mkt_tok=3RkMMJWWfF9wsRoks6vPZKXonjHpfsX74uksULHr08Yy0EZ5VunJEUWy2oUDRdQhcOuuEwcWGog80wRXD/SZeZQ=



Changes to Apps

• Tabs are still available and are visible across the top of the Timeline

• Each app can feature a thumbnail image (dimensions are 111 x 74px)

• Tabs built at the previous width of 520px can now be expanded up to 810px, providing brands more real estate to build interactive pages

• Default landing tabs are no longer available

• Fangating is still an option, although can only be accessed by clicking into the tab from the Timeline.



Pinned Posts

• You now have the option to ‘pin’ a post to the top of your Timeline for up to a week. This a great way to highlight posts to drive traffic to apps or highlight your most relevant content to users

Emphasis on Photos

• Overall, pictures are bigger on Timeline posts. Further options allow brands to opt for posts (and their related pictures) to extend across the width of the Timeline by starring them

Milestones

• Can be added to the Timeline to feature important dates throughout a company’s history

• This feature, probably more than any other, illustrates the storytelling nature of the Timeline experience

Messages • Fans can now send private messages to Pages accessible in the Admin Panel



All of your Page settings are managed from the Admin Panel. By selecting the “Manage” button, you can edit your

Page’s settings and manage the overall friend activity on your page.

Admin Panel – Manage


• Your Settings

• Manage Permissions

• Basic Information

• Profile Picture

• Featured

• Resources

• Manage Admins

Controlling Your Fan Page Settings


In order to attract more fans to your page, use the Build Audience menu to invite your friends and contacts and to

share your page.

Admin Panel – Build Audience


• When a Facebook user “likes” your fan page, all of the user’s friends will see that they

have “liked” your page

• Sharing your page will increase your social reach

• New Facebook fans will also have the option to write a recommendation for your page

• Invite your friends to “like” your fan page by using the built-in share tool

Sharing Your Fan Page


Use the Help menu to visit the help center, take a tour of your page, review the pages product guide, or to watch a

video on learning about Facebook for Pages.

Admin Panel – Help


Introduction to RSS


RSS in Plain English


http://www.youtube.com/watch?v=0klgLsSxGsU

Design & Link Social Networks


Bring your brand to life by designing custom profiles and backdrops on each of your social networking sites. In the

images above, you’ll see the consistent design used across YouTube, Twitter and Facebook developed to

increase brand recognition.

Design Custom Profiles


Link your Facebook page with your Twitter profile in order to post updates simultaneously in both locations. Find

the app by typing “Twitter” into the Facebook search bar and selecting the app in the image highlighted above.

Link Facebook with Twitter


Selecting the appropriate Twitter app will bring you to the page displayed in the image above. Click “Go to your Twitter Profile Settings to start.” Clicking this link will

open Twitter on a new browser window.



When you get to your Twitter profile, scroll down and click, “Post your Tweets to Facebook.” You will then be

able to connect your Twitter feed with either your personal page or your fan page. Check the appropriate

box and select your page. Once you click, “Save Changes,” your tweets will automatically generate the

same post to your Facebook wall.



Use your Facebook page as a channel for advertising your presence on YouTube and make your videos

available for your fans to view and subscribe to directly from Facebook. To add YouTube for Pages, start typing the

application name into your Facebook search bar.

Link Facebook with YouTube


Selecting the “YouTube for Pages” app (run by Involver) will take you to the page shown in the image above.

Click, “Click here to Install,” to install the app on your page.



After allowing the app to access your information, use the dropdown menu to select the Facebook fan page you

wish to add the “YouTube for Pages” app to.



This will take you to your settings area which will allow you to specify the YouTube information that you would

like available to your Facebook fans. You can also choose to allow YouTube to post content to your Facebook wall

(similar to the Twitter app we just installed). Click “Save Changes.”



When you return to your Facebook page, you should see the “YouTube for Pages” app installed on a new

“YouTube” tab.



Design Custom Facebook Tabs


Involver.com


Wildfireapp.com


Using web apps, McDougall & Duval Advertising can work with you to create custom Facebook tabs to display your

products, services and staff to personalize your Facebook presence.

McDougall & Duval Advertising


Thank You!


Business

Facebook - Jumping in with both thumbs up