The Facebook Dream Team

Four Main Roles:

CODEName:

FACEMANMURDOCK

BA BARACUSHANNIBAL

The Dream FaceBook Team

The FaceBook Dream Team

“FACEMAN”“MERDOCK

” “BA BARACKUS”

“HANNIBAL”

CODEName: “Faceman”• THE “AMBASSADOR”

• OUTSTANDING PEOPLE, Communications SKILLS

• Part Oprah, Part Fletch

• Prepared to Triage any Social Situation

• access to the right people, both internal & External

Community Manager

CODEName: “Merdock”• THE “Optimizer”

• Lukewarm People skills

• Known to speak quickly

• EXPERT AT CONTENT OPTIMIZATION & Penetrating Edgerank

•Be Prepared for possible OVERWHELMING AMOUNT OF DATA.

• Both an “artist” & “scientist”

• Weapon of Choice: The K.P.I.

Metrics & Analytics

Favoroite Merdock KPI:

“Hey Facebook

Community! Isn’t it COOL

earning credit card

points!”

“#$&% You!You increased my interest rate, you screwed my credit

score, and you gave me points that don’t work!

Creep!”

ON-TOPIC VS OFF TOPIC POST

On-Topic Conversation Starter

Off-Topic Conversation Starter

On Topic Holiday Season

Off Topic Holiday Season

On-Topic Rewards

Off-Topic Rewards

On-Topic Advocacy/Tips

Off-Topic Advocacy/Tips

On-Topic Ad Campaign/Promotion

Off-Topic Ad Campaign/Promotion

On-Topic News Reports

Off-Topic News Reports

0 2 4 6 8 10 12 14 16 18 20

Positive Neutral Negative

TOTAL FACEBOOK POST SENTIMENT FEEDBACK FOR a PN BANKING CLIENT’s CONTENT(11/1/2010 – 1/4/2011)

10

Favoroite Merdock KPION-TOPIC VS OFF TOPIC POST

Mentions

Number of related posts by category

1

5

3

8

4

Positive 2%

Neutral68%

Negativ

e30%Response sentiment

skews neutral when PN Banking Client poses a

question to the Facebook community (44 responses

to 8 Questions)

3

Porter Novelli Analysis of Facebook; January 2010

CODEName: “BA BARACUS”• THE “Muscle”

• Agressive and easily AGITATED

• Photos, infographics, videos are Common weapons

• Helps Drive engagement & On topic Reponses

• “Only Giving your community text updates ain’t no way to spur engagement, FooL!”

Creative & Tech

CODEName: “Hannibal”• THE “Brain”

• Part Champion, Part Strategist

• Can BE internal or client side stakeholder.

•Acts as diplomat to more senior stakeholders.

• ABLE TO CONNECT FACEBOOK ACTIVITY TO LARGER BUSINESS GOALS

• Translates a Company's Strategy IN a Facebook ACTION PLAN.

Strategy & Account

“ I Love It

When a Plan

comes

together…”

COMMUNITY MANAGER

METRICSCREATIVE

ACCOUNT

The Dream FaceBook Team

Who SHOULD TRAIN The Facebook

Dream Team?

MARKETING

ADVERTISING

PUBLIC RELATIONS

The FaceBook Dream Team

@DARBTX