The Power of Facebook

Why Facebook?

Largest social network750M active users worldwide137M in the United States (out of ~300M)1.6M in Oklahoma (out of ~3.5M)487,480 within 25 miles of Edmond

Tons of demographic data available

Perceptions of popularity

Popularity

Average Facebook user has 130 friends

Average Facebook user is connected to 80 Events, Groups or Pages

Average Facebook user creates or shares 90 pieces of content per month

What can I do with Facebook?

Customer engagement

Reputation management

Brand awareness

Customer acquisition

Customer retention

Event promotion

Build relationships

Maintain communication

Before you begin,ask yourself...

Is my target audience on Facebook?

What incentives can I offer?

Can I add value?

What are my goals?

Do I have or can I create the necessary content?

Who will manage it?

What kind of presenceshould I create?

Profile

Limit of 5,000 friends

Limited insights

One administrator

No advertising opportunities

AGAINST FACEBOOK'S TOS

Group

Limited Insights

No advertising opportunities

Can be public or private

Users are limited to being members of 200 groups

Page

Public and searchable

You can assign multiple administrators

Anyone can become a Fan

Integration with Facebook Places

Highly targeted advertising opportunities

Integration with Facebook Deals

Custom landing tabs

In-depth insights

So what do I do with this Facebook page thingamajig?

Offline Promotion

Reference your page EVERYWHERE!

To make promotion easier, go to facebook.com/username as soon as you get your 25th fan for a short URL.

A couple of style tips...

Create a compelling custom avatar

Landing tab should not be Wall or Info tabs, if possible

How to Get Those First Few Fans

Suggest your Page to all of your friends

E-mail the people in your address book

Issue a press release

Attracting Fans on Facebook

Post content that people will likely find value in

Encourage fans to invite their friends

Give people an incentive to come to your Facebook page

Keeping Fans Coming Back

Encourage feedback

Post a good mix of serious facts, funny happenings, upcoming events, and other media such as photos or video

Check the page often and communicate

Be human, don't spam

EdgeRank

A x W x D

AFFINITY: Your level of interaction with a profile, group, or page on Facebook

WEIGHT: A weight that Facebook assigns to different types of interactions, such as comments, likes, messages, views, sharing, etc.

DECAY: The time factor. As time passes, this factor effectively lowers the overall rank of a piece of content.

Facebook Promotion Guidelines

You CANNOT condition entry into a contest based on a user providing content directly to your Facebook page.

You CANNOT administer a contest that entry is automatic upon becoming a fan of your Facebook page.

You CANNOT notify winners through Facebook.

Facebook Ads

Demographics Galore!

Target almost anything in a user's profile

Ads can be shown only to people who meet certain criteria

Can also be used to get a general idea of the audience in your area for an offline campaign

CPC -vs- CPM

CPC (cost-per-click) is effective if your main target is people who need to take an online action such as visting your website or Facebook page

CPM (cost-per-thousand) is effective if your main desire is exposure to your target audience regardless of if they take a specific online action

Facebook Places

Facebook users can check-in to your establishment whether or not they are a fan

You can offer Facebook Deals to those who check-in

Check-ins are displayed to their friends, which helps increase awareness and perceived popularity

Facebook Page Management

Keep comments ENABLED

Monitor your page closely

Develop guidelines for responding to comments

Be HUMAN

Have fun

Managing Comments

Appropriate

Seems like a no-brainer, but ain't

Not all appropriate comments merit a response

Possibly provide more information to support a comment

Inaccurate

Misleading information

Should be dealt with swiftly

Usually don't merit deletion

No matter the accuracy level, you may want to lump the media into this group

Low Risk

Inflammatory or offensive comments

Merit immediate deletion, but no further action

High Risk

Violent comments

Allegations against your organization

Should be deleted swiftly

Most likely should offer a response to allegations via a press release since the rumors are obviously out there

Criticism

Generally appropriate

View it as an opportunity to address a problem

Your fans will appreciate it

Strengthens your relationship

Don't let it break down into personal attacks

Demonstration&Questions

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