Facebook 101 for EMC Corp

1 JPAPPAS Jan 2011 © Jamie J. Pappas. All rights reserved.

EMC FACEBOOK 101& BEST PRACTICES GUIDEBOOK An Introduction to Using Facebook for EMC to Engage Your Audience January 2011

Jamie Pappas Sr. Manager, Enterprise Social Media Engagement Strategy


Introduction The EMC Facebook 101 & Best Practices Guidebook contains guidelines, best practices, and procedures for participation in activities enabled by Facebook for EMC employees and contractors.

This Guidebook is to be used in conjunction with the EMC Social Web Handbook, EMC Code of Business Conduct and other EMC Policies and Procedures and may be updated from time to time. You are responsible for regularly reviewing this Guidebook.

If you have any questions about anything in this Guidebook, please contact Social Media Advisors at [email protected] for guidance.

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Purpose The purpose of this Guidebook is to reinforce the need for common sense while encouraging responsible and appropriate employee engagement in the use of Facebook on behalf of EMC. This Guidebook will provide an overview of:

•  EMC’s social media presence and goals •  EMC’s social media philosophy •  The process for creating or maintaining your

own social media presence as an EMC employee

This Guidebook will also address the following questions:

•  What is Facebook? •  Who can you converse with on Facebook? •  Why would I use Facebook? •  What are my responsibilities while representing

EMC? •  How do I get started?

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Social Media Advisors In order to give some direction to employees who wish to create an online presence representing EMC Corporation, EMC has established a Social Media Advisors Committee. The process for creating an EMC-branded account is defined later in this Guidebook. Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL before you create the account to avoid confusion with official EMC communication channels at [email protected]

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Facebook Checklist Please use this checklist to ensure you’ve completed all necessary steps as you prepare to start using Facebook!

q  Review the EMC Facebook 101 & Best Practices Guidebook.

q  BEFORE creating an EMC Branded page, complete and submit the EMC-Branded Social Media Presence Request to [email protected].

q  Use the Sample Content Plan to create a basic content/cadence plan for the first month. This plan will grow and evolve but you need a basic outline to guide you.

q  After meeting with Social Media Advisors, you may create your EMC-Branded Facebook page and share account name, URL and owner on appropriate Wiki on EMC|ONE by following these steps.

q  Build your follower base by sharing links to your Facebook page and integrating other engaging content into your page.

q  Use the Sample Facebook Report to report monthly metrics back to Social Media Advisors at [email protected]

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EMC has been an early and eager adopter of social media. These tools enable us to share what is happening at EMC with the world, and more importantly, they enable us to communicate directly with and learn from EMC stakeholders about what they value and what they need from EMC. The primary tools EMC uses for social media are Blogs, Twitter, Facebook, YouTube, Flickr, and LinkedIn, as well as our own Community Network. EMC’s primary official social media channels are:

•  Twitter: EMCCorp, All Others •  Facebook: EMCCorp, All Others •  LinkedIn: EMCCorp, All Others •  YouTube: EMCCorp, All Others •  Flickr: EMCCorp •  Wikipedia: EMCCorp •  EMC Corporate Bloggers •  EMC Community Network

How EMC is Using Social Media

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Goals of EMC’s Social Web Presence EMC encourages employees to use the tools available to in a positive, professional fashion. Our goals include:

•  Connecting with EMC employees, customers, partners, prospects, and others in new and thought-provoking ways in support of EMC efforts and initiatives

•  Promoting the EMC brand and thought leadership.

•  Increasing EMC brand awareness in the marketplace by providing and promoting the customer, partner and employee voice.

•  Providing a positive, compelling, and engaging online experience and discussion for EMC employees, customers, partners, and prospects.

•  Listening to and learning from EMC employees and stakeholders.

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EMC’s Social Media Philosophy When joining the social media bandwagon, please keep the tenets of EMC’s social media philosophy in mind:

•  Act with Integrity. •  Be Responsible and Respectful. •  Know and Follow EMC Policies and

Procedures. •  Remember that You are Still an EMC

Employee. •  Make Clear You Are Speaking for Yourself and

Not for EMC. •  Remember that the Internet is not Anonymous,

and it Does Not Forget. •  Add Value and Be Relevant. •  Be Smart About What You Share. •  Do Not Pick Fights. •  Create Some Excitement.

For more on EMC’s social media philosophy, please see the EMC Social Web Handbook. Glossar

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What is Facebook? Who

•  Open to anyone worldwide Where

•  Web interface •  SMS text messaging •  Dozens of other tools, see slide at end

Why •  Engage with our audience - Find/connect with

people with common interests •  Share helpful/relevant information •  Listening to & learning sentiment and feedback

A team dedicated to social media marketing program activities is critical to your success.

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Facebook is Growing and Changing Fast •  Unique Visitors: 137M (Nov ’10) •  Site Visits: 8.7B (Nov ’10) •  Age Range: 18-34

According to the Facebook folks… •  People: More than 500M active users, 50%

logon every day •  Activity: Average user is connected to 80

pages, groups & events and creates over 90 pieces of content each month

•  Global: 70% of users outside the U.S., with over 70 translations available on the site

•  Mobile: 200M users access via mobile devices and are 2x more active than non-mobile users

Source: http://www.quantcast.com/facebook.com/demographics & http://www.facebook.com/press/info.php?statistics

If Facebook were a country, it would be the 3rd largest in the world!

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Why would I use Facebook? Before jumping in to Facebook, determine what you want to accomplish. This will help you to choose the appropriate tools, identify or create relevant content, and connect with your target audience. Are you trying to:

•  Build awareness? •  Build brand or product affinity? •  Solicit feedback? •  Learn sentiment through unsolicited feedback? •  Co-innovate? •  Build new strategic partnerships and

connections? •  Identify and network with influencers? •  Get your message out to many people fast? •  Bring in new leads? Increase revenues? •  Something else? NOT Internal Communications – see EMC|ONE

Facebook allows business es to communicate one-to-one and one-to-many in a medium

tailored to match customer preference.

Awareness

Considera-on

Conversion

Advocacy

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What can you do on Facebook? Should be a mix of: •  Broadcast (1-way communication)

•  Create awareness around campaigns, events, white papers, blogs, videos, photos, news, webinars, videos, blogs, podcasts, etc.

•  Promote your brand or ideas •  Conversation (2-way communication)

•  Interact with customers, partners, prospects, potential employees, vendors, competitors, etc.

•  Meet and nurture relationships with key influencers (positive and negative)

•  Polling and feedback collection •  Connections with people and brands

Facebook does not live in isolation. It is an extension of blogs, websites and other places

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Go beyond just “sharing” what you’re up to…

•  What are you thinking about or working on that can be shared? Is it meaningful?

•  Would you care if someone else was telling you this?

•  Share interesting information, resources, photos, videos, and link to blogs and articles

•  Share success stories, ideas or comment on something of interest

•  Converse: ask/answer questions, seek/share information

•  It is OK to share personal interests •  Recommendation: 80% business, 20% other

interests

Ask yourself: Am I having a conversation?

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Representing EMC •  If you affiliate yourself with or talk about EMC –

You represent the global brand. •  More and more, prospects look to such tools as

part of buying cycle. Be sensitive to what you are saying and how it might be interpreted!

•  Learn from others and remember that this is a public forum

•  What you say lives forever •  Would you say this to your manager or a

customer? •  Please don’t try to take on everything – share

what you know, but know what you don’t – engage the community if you need help

Learn that every post counts – every post can help or hurt your personal brand as well as

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Facebook Do’s •  Represent the brand well. If you affiliate with or

talk about EMC - You represent the global brand.

•  Be authentic and honest •  Complete your profile, including a picture •  Customize your profile URL •  Connect with true connections •  Be approachable •  Help others make authentic connections •  Respect the privacy of your connections •  Keep private conversations private

If you affiliate with or talk about EMC - You represent the global brand.

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Personal or EMC-branded account? Personal

•  Puts a face to the company •  Can share personal and professional

information •  Expand your personal and professional

networks EMC-Branded Fan Pages

•  Represents the EMC brand •  Updates about specific products, services,

divisions, events, etc. •  Less personal, more business-driven •  Limited to managing business page and ads •  Before you set up an EMC-branded social

media presence: Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL to avoid confusion with official EMC communication channels at [email protected]

Did you know? Facebook Fan Pages are indexed and searchable by Google whereas Groups are

not? We recommend creating Fan Pages, not Groups!

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Fan Pages vs. Groups Facebook Fan Pages have no limit on fans and are indexed by external search engines, like Google. Fan Pages (recommended)

•  Public, no limit to fans •  Indexed in external search engines •  Custom/vanity URLs •  Facebook and other applications supported •  Facebook insights and reporting supported

Groups (not recommended) •  Public or private, limited to 5,000 members •  Not indexed in external search engines •  Content linked to your personal account,

appears to come from you, not your brand •  No custom URLs •  No applications supported •  No reporting/insights

Source: http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-whats-better/7761/

Key Feature Facebook Page

Facebook Group

“Ugly” URLS No Yes

Hosting a discussion Yes Yes

Discussion wall and discussion forum Yes Yes

Extra Applications added Yes No

Messaging to all members

Yes (via updates)

Yes (via PMs)

Visitor Statistics Yes (“page insights”) No

Video and photo public exchange Yes Yes

“Related” event creation and invitation Yes No

Promotion with social ads

Yes (never tried it) No

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How do I build my network? Connect with those interested in similar topics

•  Search on topics of interest and become a fan of or join groups for those topics

•  See who others at the company or in your network are friends with

•  Follow influencers (positive and negative) on your topics of interest

•  Follow EMC-branded accounts and employees •  See Full List of Branded Accounts at the

EMC|ONE Social Media Club

Facebook is a great way to meet people with similar interests and learn about the market and

competitors.

Source: http://apps.facebook.com/touchgraph/

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Using Facebook for Events You’ll need to:

•  Determine what you want to share about the event on Facebook – schedule, presenter information, contests, directions, tips, etc.

•  Partner with and leveraging existing EMC Facebook accounts instead of creating a new one-time use account

•  Identify a team of 3-5 individuals who are responsible for engaging on Facebook

•  Communicate the use of Facebook to attendees and EMC employees (so they can support your efforts).

•  Share your account name, URL and ownership updates on the appropriate wiki in the Social Media Club on EMC|ONE

Read the Social Media for Events 101 & Best Practices Guidebook for more information.

Facebook is a great tool for sharing information about events, and connecting with attendees

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Integrate! Integrate! Integrate!

Make sure to link your social presences so that you will get more visibility and integration in

your social media efforts!

Integrate Tweetstream

into wall!

Integrate blog updates into wall!

Link to Facebook in your email

signature!

Link back to relevant content on EMC.com & ECN!

Post a photo From Flickr!

Your Facebook

Page

Integrate interactive content from YouTube, Flickr, the news, etc to make your Facebook page more engaging •  Integrate interesting photos and videos

from Flickr & YouTube into Facebook •  Link to the interactive visual content

on Flickr, YouTube, news articles, etc

•  Always use consistent tags across platforms

•  All content should at least be tagged with EMC, EMCCorp, EMC Corporation

•  It is OK to share personal interests •  Recommendation: 80% business, 20%

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Before Creating an EMC-branded Account, Please Contact Us

Before you set up an EMC-branded social media presence: Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL to avoid confusion with official EMC communication channels at [email protected] Examples include: Facebook pages and groups, Twitter profiles, YouTube channels, Flickr, LinkedIn Groups, Wikipedia Entries ,etc. Please see the steps in the EMC Social Web Handbook for creating an EMC-branded presence on any social media platform.

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Responsibilities as an Account Manager If you are responsible for managing an EMC-branded social media presence, please:

•  Share your account name, URL and ownership updates on the appropriate wiki in the Social Media Club on EMC|ONE

•  Update your account to include names of the management team within the account profile so that they are visible to visitors

•  Follow EMC-branding and social web guidelines, as defined by EMC policies and this Guidebook

•  Provide monthly metrics to Social Media Advisors at [email protected] (See the appendix to this Guidebook for reporting templates)

•  Maintain activity on your account with posts not less than 3-5 times per week

•  Respond to questions, requests and inquiries that come in to your account or are directed to your account

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Setting up your Facebook Fan Page Once you’ve been approved to create a new EMC-branded Facebook Fan Page by the Social Media

Advisors, take the following steps:

1.  Go to http://www.facebook.com/pages/create.php 2.  Pick a category

–  Choose a category that fits your goals and page focus, as well as aligns with EMC’s business objectives.

3.  Name your page –  Identify a profile name that clearly and concisely identifies your goals and the focus of your

presence, as well as its EMC affiliation. –  Avoid email handles, nicknames, slang, jargon, etc. Simple is better.

4.  Profile picture and information –  Complete your entire profile, including a picture before engaging with others. Your graphic

should be an EMC-approved graphic that represents the page focus clearly and is clear as a thumbnail

–  Transparency is key when representing EMC - your bio should reflect the real names of the account managers.

–  Add as much information as is possible about the solution, product, service, etc. – this will help people to find the page and understand what it’s about

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Setting up your Facebook Fan Page 5.  Design and publish your page

–  Design your page to reflect information you want to share about the solution, product, service, etc., keeping in mind EMC brand guidelines and your page goals

6.  Share your page information with us –  Share your account name, URL and ownership updates on the appropriate wiki in the

Social Media Club on EMC|ONE –  Provide monthly metrics to Social Media Advisors at [email protected] (See the

appendix to this Guidebook for reporting templates)

7.  Seed your page with great content and conversations –  Maintain activity on your account with posts not less than 3-5 times per week –  Respond to questions, requests and inquiries that come in to your account or are directed to

your account

8.  Promote your page –  Comment and participate in conversations to increase awareness of your page –  Share your page with others of interest –  Include your page link in your email signature, presentations, newsletters and communications

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Facebook At a Glance

Design your page to reflect information you want to share about the solution, product, service, etc., keeping in mind EMC brand guidelines and your page goals

Page Title Page title you chose during set up

Logo your page logo appears here

Description information about your page appears

for everyone that visits the page

Fans/Likes fans of the page appear here -

click on their images or names to view their profiles

Tabs share information with your fans

Wall share information with your fans and allow your fans to share information

with you and other fans

Like Button Like the page to stay updated with the latest posts – they will appear in your activity stream when you

login to Facebook Info

Expanded information about the page focus, EMC, etc. This is the

page where you disclose the page managers publicly, as well.

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Facebook Glossary of Terms •  Application: Add-ons for users, fan pages, and groups that add functionality to

the existing Facebook experience

•  Comment: Users and fans can add comments to story items

•  Facebook Connect: A single-sign-on feature that allows users to connect to other applications using their Facebook credentials

•  Fan page or Page: A page associated with a company, brand, product or other entities, not individuals

•  Friend/Connection: An individual you’re connected with on Facebook

•  Fan: A person who has decided to follow your Facebook fan page by clicking like, the pages a user fans appear on their profile

•  Like (Formally Fans): Users and fans can click a button to indicate they like a story (pictures, wall posts, statuses, group pages, etc) without adding a comment

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Facebook Glossary of Terms •  News Feed: The feed of all activity from connections on Facebook

•  Profile: Displays a users personal information and interactions with others on Facebook

•  Profile Tabs: Display various information about a user and their activities on Facebook

•  Status: Similar to twitter, status is a micro-blogging feature that enables users to share what they’re doing with their friends

•  Story: The name for each of the individual items that appears in a stream or news feed

•  Stream: The feed of all activity from connections on Facebook plus a users groups and fan pages.

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The many ways to post to Facebook Web Desktop Mobile

Blackberry FB for BB

iPhone FB for iPhone

Mac FBLook

Dashboard Widget Exporter for iPhoto

Facile Photobook TweetDeck

Windows Facebook Desktop

Photo Uploader FBLook FBQuick

TweetDeck

Browser Apps

Twitter.com FriendFeed

Facebook Apps

Moving your mouse over each line item will allow you to click on the embedded links!

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Questions? Feel free to reach out to me at any time! I’m here to help! Jamie Pappas Manager, Enterprise Social Media Engagement Strategy [email protected] www.jamiepappas.com Social Media Advisors [email protected] Social Media Club on EMC|ONE Keyword: Social Media Club http://bit.ly/EMCSMC

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Additional Resources

•  YouTube 101 & Best Practices Guidebook •  EMC Branded YouTube Accounts YouTube

•  Social Media for Events 101 & Best Practices Guidebook

•  SEO for Social Media 101 & Best Practices Social Media for Events

& Social Media SEO

•  Twitter 101 & Best Practices Guidebook •  EMC Branded Twitter Accounts •  EMC Personal Twitter Accounts Twitter

•  Blogging Tool 101 (Under Development) •  Bloggers @ EMC •  Blogging Corps on EMC|ONE Blogs

EMC Social Web Handbook | Social Media Club | Social Media Listening 101

•  Facebook Fan Pages 101 & Best Practices Guidebook •  EMC Branded Facebook Pages Facebook Fan Pages

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Additional Resources

•  Flickr 101 & Best Practices Guidebook •  EMC Branded Flickr Photostreams (Under

Development) Flickr

•  Wikipedia 101 & Best Practices Guidebook (Under Development) Wikipedia

•  EMC|ONE 101 •  EMC|ONE FAQs & Tutorials EMC|ONE

•  EMC Community Network 101 •  ECN Inside on EMC|ONE •  EMC Community Network Marketing Playbook

EMC Community Network

•  Linked Groups 101 & Best Practices Guidebook •  EMC Branded LinkedIn Groups LinkedIn Groups

EMC Social Web Handbook | Social Media Club | Social Media Listening 101

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Template: EMC-Branded Social Media Presence Request

Item Details (Type over current information)

Team Provide the names of the people (3-5) who will have responsibility for populating, maintaining, and monitoring the site.

Goals Define your goals for your social media presence.

Measures of Success

What are your measures of success and how often will you evaluate your site?

Audience Who is your primary audience?

Current Conversations

Are people already talking about this topic? Where are they? List the sites, topics and people already talking.

Content What content will you share?

Name & Design What is your preferred name and design elements (keeping in mind, EMC branding guidelines)

Please email completed request to [email protected]. Please do not create your account un9l a mee9ng has been scheduled to review your proposal.

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Template: Sample Facebook Report Account Name & URL:

Item Information Requested (Type over current information)

Fans* Share the number of fans or group members.

Interactions* Share the number of comments, wall posts and likes.

Post Quality* Share your average post quality.

Number of Posts* How many new wall posts were there this month?

Mentions* How often was your page mentioned?

Additional Comments: Please share any upcoming plans, launches, or initiatives that we can assist with and engage others in the social sphere to help!

*Comes from Facebook insights for Page Managers

Please email completed report to [email protected] Note: This report is not required if you add Jamie Pappas as an administrator of your Facebook page. Send the invite to [email protected]

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Template: Content Plan Use the following table to develop your content timeline for engagement on Facebook as you begin to leverage the platform.

Monday Tuesday Wednesday Thursday Friday

Week 1

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Week 2

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Week 3

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Week 4

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Time: Content:

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35

THANK YOU

JPAPPAS Jan 2011 © Jamie J. Pappas. All rights reserved.

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Technology

Facebook 101 for EMC Corp