SlideShare une entreprise Scribd logo
1  sur  94
Télécharger pour lire hors ligne
Facebook Resources

ZOG Media’s guide to Facebook and
       its best practices
Table of Contents
•   4- Stats and Data Points
     –   5- What Is Facebook?
     –   6-25- History of Facebook
     –   26-30- Facebook Statistics
     –   31-34- User Statistics
     –   35- User Demographics
•   36- Best Practices
     –   37- Getting Started
     –   38-39- Building a Community
     –   40-41- Welcome Tab
     –   42-44- Wall Posting
     –   45- Profile Photo
     –   46- Settings and Permissions
     –   47- Basic Information
     –   48- Interacting with Other Pages
     –   49-50- Insights
     –   51- Events
     –   52-53- Campaigns
     –   54-56- Facebook Ads
Table of Contents
• 57- Case Studies
  –   58-62- Cable ONE Joiner Campaign
  –   63-67- Budweiser’s Bud United Show Your True Colors
  –   68-75- Coca-Cola
  –   76-80- M&M’s Pretzel
  –   81-85- 1-800-Flowers.com Valentine’s Day
  –   86-90- Old Spice
• 91- Appendix
  – 92- Facebook Videos
  – 93-94- Citations
STATS AND DATA POINTS
What Is Facebook?
• Facebook is the most widely used social
  networking site in the world, allowing users to
  cultivate scrapbook-like “Timeline”’s displaying
  notable events in their lives.
• Facebook connects users via various
  networks, including education, work and family.
• Facebook allows users to display virtual photo
  albums, comment on other profiles, chat with
  other users, broadcast places they visit and share
  products they’ve purchased.
History of Facebook- Overview
   • Facebook launched in February 2004.
   • Originally a social networking site solely for
     Harvard students when it launched, Facebook
     expanded to all college students later that
     year, then high school students in 2005, then
     anyone age 13 or older in 2006.
   • Facebook first announced a profit quarter in
     2009.
Source
As of January 2011
http://www.facebook.com/press/info.php?factsheet
http://www.businessweek.com/technology/content/jan2011/tc2011016_998330.htm
History of Facebook
  • February 2004- Mark Zuckerberg and co-founders Dustin
    Moskovitz, Chris Hughes and Eduardo Saverin launch
    Facebook from their Harvard dorm room.
  • September 2004- Groups application is added; the Wall is
    added as a Profile feature.
  • December 2004- Facebook reaches nearly 1 million active
    users.
  • May 2005- Facebook grows to support more than 800
    college networks.

Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook

                 This is what the original
                 Facebook looked like in
                 2005, when it was still
                 http://www.thefacebook.
                 com.
History of Facebook
  • August 2005- The company changes its name from
    thefacebook.com to Facebook.
  • September 2005- Facebook expands to add high
    school networks.
  • October 2005- Photos are added.
  • May 2006- Facebook adds work networks.
  • August 2006- Facebook development platform
    launches.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • August 2006- Facebook announces a partnership with J.P.
    Morgan Chase to promote the Chase credit card. In a 1-
    year marketing agreement, Facebook members see
    banner ads inviting them to join a special Chase
    network—members of that group then earn reward
    points for their actions, such as paying bills on time.
  • August 2006- Facebook and Microsoft form strategic
    relationship for banner ad syndication. Microsoft’s
    adCenter becomes the exclusive provider of banner ads
    and sponsored links on the site.
  • September 2006- Facebook allows anyone to join.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • September 2006- Facebook announces “election
    2006,” which allows anyone to search for and
    interact with office candidates for the Senate, House
    and Governorship.
  • September 2006- News feed is introduced.
  • November 2006- Share feature added.
  • February 2007- Virtual gift shop launched.
  • May 2007- Facebook launches Marketplace app for
    classified listings.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook


               This is the Facebook
               Marketplace app
History of Facebook
  • May 2007- Facebook platform launches with about 85
    applications.
  • August 2007- In response to Vodafone and other British
    companies pulling their ads from Facebook after
    appearing alongside the far-right British National Party
    group, Facebook offers an opt-out feature that lets
    advertisers prevent their ads from showing up.
  • November 2007- Facebook introduces “Facebook Ads,”
    Pages for brands and businesses, Facebook Insights and a
    controversial ad system called “Beacon” that encourages
    the viral spread of brand messages.
  • April 2008- Facebook launches Chat.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • August 2008- Facebook introduces Engagement Ads.
  • December 2008- Facebook Connect becomes
    generally available.
  • February 2009- Facebook adds the Like Button.
  • February 2009- Facebook transfers ownership of the
    Marketplace classified listings app to Oodle.
  • March 2009- Facebook introduces language and
    radius-based ad targeting.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • March 2009- Facebook relaunches Pages to be more
    like Profiles and include status updates and photos.
  • June 2009- Facebook launches self-serve Ads for
    Pages and Events, giving them engagement
    capability.
  • July 2009- Facebook launches connections
    targeting, multiple country targeting and birthday
    targeting.
  • September 2009- Facebook begins testing Ads API.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook

                      A new Facebook
                      page, designed to
                      look more like an
                      individual profile
                      page than before
History of Facebook
  • September 2009- Facebook shuts down ad platform
    “Beacon,” which posted updates to Facebook profiles
    when their owners interacted with its partner sites. The
    feature inspired a class action lawsuit after privacy
    advocates rallied against having their actions on sites like
    Blockbuster, Gamefly and Overstock.com posted to their
    profiles.
  • September 2009- Nielsen launches Brand Lift with
    Facebook at Advertising Week. The product measures
    the effectiveness of ads on Facebook by polling users.
  • April 2010- David Fischer, VP of Advertising and Global
    Operations, joins Facebook.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • August 2010- Facebook launches Places.
  • September 2010- Facebook adds social context metrics
    to its performance advertising analytics.
  • November 2010- Facebook rolls out beta-version of
    check-in Deals using Facebook Places (now part of the
    overall Deals offering.)
  • January 2011- Facebook users get access to new
    Messages product, which groups all direct messages
    between users whether they are viewing a conversation
    from the inbox, chat window or mobile.
  • January 2011- Facebook gives users the option of
    accessing Facebook over an encrypted connection.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • February 2011- Facebook launches Sponsored Stories.
    Companies can choose to take certain user actions—such
    as check-ins or actions within Facebook apps—and
    feature them in the column on the right side of the News
    Feed.
  • February 2011- Facebook introduces a spam filter for
    comments.
  • March 2011- Facebook launches Questions for Pages.
  • April 2011- In an effort to court advertisers, Facebook
    reveals Facebook Studio, which highlights interesting
    work from advertisers.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • April 2011- Facebook officially launches Deals, a Groupon
    competitor.
  • April 2011- Facebook introduces the Send Button, which
    allows people to share articles and third-party websites with
    groups of friends.
  • May 2011- Facebook introduces a test program that gives
    Facebook credits to users who watch certain ads from third-
    party ad networks in games.
  • May 2011- Facebook allows users and pages to tag pages in
    photos.
  • June 2011- Facebook introduces “Happening Now,” a prelude
    to the Ticker, which is a module on the right-hand side of the
    page that shows recent activity from friends.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook


                      Facebook Deals
History of Facebook

  • July 2011- Facebook teams up with Skype to integrate video calling
    into its chat product.
  • August 2011- Facebook discontinues Deals service.
  • September 2011- Facebook unveils Timeline, a new version of user
    profiles that organizes stories in a timeline format.
  • September 2011- Facebook announces open graph application
    platform, which gives users a new way to connect to objects
    beyond the “Like” button, including what they are
    reading, watching, listening to, cooking and more.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • September 2011- Facebook redesigns
    home page to include News Feed and
    Ticker.
  • September 2011- Facebook allows users
    to subscribe to public updates of anyone
    who allows subscribers.
  • September 2011- Facebook introduces
    Smart Lists to automatically group users’
    friends by location, workplace and school.
  • October 2011- Facebook ads a new public
    metric to pages called “Talking About
    This” to encourage engagement about
    pages.
Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook
  • October 2011- Facebook releases its official iPad app.
  • November 2011- Facebook shows Sponsored Story ads in the
    Ticker.
  • December 2011- Facebook Timeline goes live, including on
    mobile devices.
  • December 2011- Facebook tests coupon post feature for
    pages.
  • December 2011- Facebook tests private messaging to page
    owners.

Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
History of Facebook


                      The new Facebook
                      Timeline
Facebook Statistics
  • The most
    popular
    Facebook
    pages, as of
    December
    29, 2011




Source
As of December 29, 2011
http://www.socialbakers.com/facebook-pages/
Facebook Statistics
• The most
  popular
  Facebook
  brand
  pages, as of
  December
  29, 2011




Source
As of December 29, 2011
http://www.socialbakers.com/facebook-pages/brands/
Facebook Statistics
• The most
  popular
  Facebook
  media
  pages, as of
  December
  29, 2011




Source
http://www.socialbakers.com/facebook-pages/media/
Facebook Statistics
 • The most
   popular
   Facebook
   applications,
   as of
   December
   29, 2011




Source
http://www.socialbakers.com/facebook-apps-and-developers/
Facebook Statistics
 • The most
   popular
   Facebook
   developers, a
   s of
   December
   29, 2011




Source
http://www.socialbakers.com/facebook-apps-and-developers/
User Statistics
  • Facebook has more than 800 million users.
  • Facebook is the most visited web site in the world, with
    more than 1 trillion pageviews per month.
  • More than 50% of Facebook users log in every
    day, spending an average of 7 hours and 46 minutes
    per month on Facebook.
  • The average Facebook user has 130 friends and likes 80
    pages.
  • Each week on Facebook, more than 3.5 billion pieces of
    content are shared.
Source
As of January 3, 2012
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-Facebooks%20Impact%20on%20Retailers.pdf
User Statistics
  • Two-thirds of Facebook users’ purchasing decisions are
    influenced by Facebook.
  • Facebook users install apps more than 20 million times a day.
  • More than 350 million Facebook users access Facebook
    through mobile devices.
  • 56% of consumers say the are more likely to recommend a
    brand after becoming a fan of the brand’s Facebook page
  • 49% of people use Facebook when searching for restaurants.
  • 63% of baby product consumers use Facebook to research a
    brand or product
Source
As of January 3, 2012
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-Facebooks%20Impact%20on%20Retailers.pdf
http://mashable.com/2011/12/18/social-consumers-infographic/
User Statistics
  • 84.67% of people follow 2-10 brands on
    Facebook. 53.47% of people follow 2-5 brands
    on Facebook.
  • 39.15% of people who follow a brand usually
    recommend the brand to others, and 22.94%
    of people always recommend the brand to
    others.
  • Business-to-customer Facebook results are
    30% above average on Sunday’s.
Source
As of January 3, 2012
http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands/?view=socialstudies
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
User Statistics
  • 77% of consumers interact with brands on Facebook
    primarily through reading posts and updates from the
    brands.
  • 17% of consumers interact with brands by sharing
    experiences and news stories with others about the brand.
  • 13% of consumers post updates about brands they like.
  • 56% of consumers are more likely to recommend a brand to
    a friend after becoming a fan on Facebook.
  • 58% of people who “Like” a brand are existing customers of
    the brand.
  • 57% of people “Like” a brand to receive discounts and
    promotions from the brand.
Source
As of January 3, 2012
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
User Demographics
  • 51.2% male, 48.8% female
  • 9.5% between ages 13-17, 13.3% between ages 18-
    20, 17% between ages 21-24, 12.5% between ages
    25-29, 15.3% between ages 35-44, 10.7% between
    ages 45-54, 6.5% between ages 55-63, 4.6% ages 64
    and older
  • There are more than 95 million Facebook users in the
    United States.
Source
As of October 21, 2011
http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics
http://mashable.com/2011/10/21/facebook-infographic/
http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
BEST PRACTICES
Best Practices: Getting Started
• Once you build your page, secure a
  vanity url by having at least 25 people
  “Like” your page
• Populate your brand’s photo section
  with high-quality photos that
  represent your brand well.
• Adjust your brand’s permission
  settings to protect your brand from
  spam by adjusting what is moderated
  and posted on the page.
• Adjust page settings according to
  current promotions. Keep profile
  picture up-to-date, and direct non-
  fans to a welcome tab that
  encourages users to “Like” the page.
Best Practices: Building a Community
• Share content that is both valuable to users and engaging.
• Create an authentic, consistent brand voice that users may
  trust as a knowledgeable and friendly source.
• Share content a variety of ways, including
  text, links, photos, videos and polls.
• Encourage users to share your content by asking them to
  “Like” posts or submit their own content.
• Engage with users who interact on your page, and use your
  page as a form of customer support. Listen to
  feedback, answer questions and share brand insights with
  users.
• Entice your users to continually visit your page by utilizing
  brand-specific applications, including
  contests, sweepstakes, deals and promotions.
Best Practices: Building a Community
• Reward Facebook users who “Like” your page with
  exclusive news and promotions.
• Encourage users to “Like” your brand’s page by enticing
  them with an incentive, such as a coupon or entry into
  a contest, for “Liking” your page.
• Constantly monitor page to create seamless
  engagement.
• Use Facebook Insights to get to know audience, and
  tailor voice and content to fit that audience.
• Integrate Facebook sharing into existing online outlets.
Best Practices: Welcome Tab
 • Have Facebook users who don’t
   yet “Like” your page land on a
   welcome tab that gives an
   introduction to your business and
   entices users to “Like” your page.
       – Welcome tabs “set the stage,”
         orienting new visitors to your
         business, explaining who you are
         and what you do
       – Welcome tabs explain the
         benefit of liking your business
       – Welcome tabs extend your
         branding by reinforcing your
         brand’s image, graphics and
         personality
       – Welcome tabs give your page an
         active and professional look

Source
As of September 5, 2011
http://fbforbusinessmarketing.com/2011/09/05/facebook-welcome-tab-why/
Best Practices: Welcome Tab
•   What to include
     – Logo
     – Reasons why people should “Like” the page, including access to special news and offers
     – Pictures or videos representing the brand
•   Applications to help create a welcome tab
     –   TabSite-http://www.facebook.com/TabSite?sk=app_181556125229269
     –   Pagemodo- http://www.pagemodo.com/
     –   Wildfire- http://iframes.wildfireapp.com/
     –   Tigerlily- http://www.tigerlilyapps.com/
     –   FanBuildr- http://www.facebook.com/fanbuildr
     –   Iwipa- http://www.facebook.com/iwipa
     –   Involver- http://www.involver.com/applications/
     –   TabPress- http://www.facebook.com/apps/application.php?id=176217385757369&ref=ts
     –   TabSite- https://www.tabsite.com/
     –   Static HTML- http://www.facebook.com/apps/application.php?id=190322544333196
     –   Lujure- https://lujure.com/
     –   FanPage Engine- http://fanpageengine.com/
     –   Welcome Tab for Facebook Pages by SocialAppsHQ- http://apps.facebook.com/welcometab/
Best Practices: Wall Posting
  • Decide what your brand’s voice will be like—
    serious, conversational, friendly and personable? To maintain
    consistency throughout posts, keep the same voice in all posting.
  • Abide by the Facebook Edgerank algorithm.
         – The Edgerank algorithm is Affinity x Weight x Time Decay = EdgeRank
                • The affinity score is based on a Facebook user’s interaction with another user
                • Weight is assigned to each type of content. It is believed the greatest weight
                  goes to polls, then videos, then photos, then links, then status updates.
                • Time decay means older updates will rank lower than newer updates.
         – Use Edgerank Checker to determine optimum posting days and times-
           http://www.edgerankchecker.com/. Facebook engagement has three
           peaks: early morning (7 a.m. EST), after work (5 p.m. EST) and late at
           night (11 p.m. EST). Thursday and Friday have 18% more engagement
           than other days of the week.
Source
As of August 30, 2011
http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-Facebook-s-Quality-Score-for-Wall-Posts
http://techcrunch.com/2010/04/22/facebook-edgerank/
http://mashable.com/2011/04/06/facebook-engagement-data/
Best Practices: Wall Posting
  • To increase your EdgeRank score, vary posts by using a variety of
    questions, photos, videos, links and status updates.
  • Keep posts short. Posts with 80 characters or less garner 27% more
    engagement than posts with more than 80 characters.
  • Post the full url when linking to stories. Posts with a full-length url
    have three times more engagement than shortened urls.
  • Use content that generates engagement by encouraging Facebook
    users to answer questions or “Like” status updates.
  • If your Wall post mentions another Facebook user or page, tag
    them by adding an “@” sign before typing in the name. This will
    cause your update to show up on that user or page’s Wall, as
    well, and will expose your message to more Facebook users.

Source
As of August 30, 2011
http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-Facebook-s-Quality-Score-for-Wall-Posts
http://techcrunch.com/2010/04/22/facebook-edgerank/
http://mashable.com/2011/04/06/facebook-engagement-data/
Best Practices: Wall Posting
  • When Facebook users post on your Wall, interact with
    them by “Liking” their comments and responding to their
    posts. Show your fans you’re listening to them and value
    what they’re saying.
  • Don’t delete negative Wall posts users make. Instead, offer
    up a solution to the problem to maintain a good customer
    relationship and show other users their feedback is
    welcomed.
  • Facebook allows users to geo-target posts by
    location, including country, state and city, and by language.
    If your page is posting something specific to one area or
    language, customize your post by targeting to that specific
    audience.
Source
As of August 29, 2011
http://mashable.com/2011/08/29/facebook-marketing-restaurants/
Best Practices: Profile Photo
 • To optimize your Facebook profile picture, create
   one that is 200 x 600 px. The maximum file size is
   4MB.
 • To optimize your Facebook profile picture
   thumbnail, make sure it’s 175 x 175 px within the
   main profile picture.
 • The most looked-at, for the longest period of
   time, profile picture features scantily-clad
   women.
 • Generally, profile pictures with faces in them are
   looked at the most.
 • Make sure your brand is easily recognizable in
   your profile picture by featuring your brand’s logo
   and any special promotion your brand is running.
Source
As of December 14, 2011
http://www.facebook.com/note.php?note_id=401579870775
http://mashable.com/2011/12/14/eyetracking-facebook-brand-pages/?WT.mc_id=obinsite
Best Practices: Settings and Permissions
• Posting preferences: Check “Always comment and post on
  your page as your page”—this ensures your page does the
  interacting with fans, not you as an individual user.
• Notifications: Check “Send notifications by e-mail”—you’ll
  be able to see who is posting what on your page, which
  allows for more seamless and constant interaction.
• To only show your page’s posts by default, click “Only Posts
  by Page” on Wall Tab Shows. Otherwise, all posts will be
  seen by everyone, and this feature controls for spam or
  inappropriate posts.
• Add terms to block in the moderation blocklist, including
  profanity.
Best Practices: Basic Information
• Make sure basic information is presented in a
  complementary voice to Wall Posts.
• Make sure basic information is error-free, with
  no spelling, grammar, punctuation or factual
  errors.
• Use the basic information section as your
  opportunity to sell your brand to Facebook
  users. Include the most pertinent information
  for your brand.
Best Practices: Interacting with Other Pages

• By using Facebook as your brand’s page, you’re
  able to comment on other brand pages as that
  brand. Interact with other brands by commenting
  as a brand and acting social on Facebook.
• Your page is allowed to “Like” other pages, and
  up to five pages your brand “Likes” are displayed
  on the left hand side of the page at a time. Your
  page may specify which of those pages are
  featured, so consider making them sister brands
  or other brands your page supports.
Best Practices: Insights
• Facebook Insights provides Facebook Platform developers and
  Facebook Page owners with metrics around their content.
   – The top portion of Insights shows the number of posts your page
     published in the past month, how many people create a story about
     your page in the past month and the weekly total reach in the past
     month and the number of unique people in the past month who have
     seen any content associated with your page.
Best Practices: Insights
– The bottom portion of Insights shows each individual post, how
  many people it reached, how many people it engaged, how
  many people talked about it and the virality of the story.
Best Practices: Events
  • After inputting your event’s information, add a captivating picture
    to the event to make it more appealing.
  • After creating the event, an administrator of the Facebook page
    may invite his or her personal contacts to the event by clicking the
    “Who’s Invited” tab. Only invite people who might be interested in
    the event to reduce spam.
  • Once the event is created, write on the event Wall to keep people
    interested in the event and create engagement before the event.
    Share real-time updates of the event planning process to create
    excitement and buzz about the event.
  • Encourage sponsor participation by recognizing and tagging
    sponsors in Facebook posts so they may also share the event with
    their own followers.

Source
As of September 12, 2011
http://mashable.com/2011/09/12/facebook-event-planning/
Best Practices: Campaigns
• To create engagement beyond basic Wall
  posting, create campaigns centered around your
  brand that incentivize your fans to “Like” and
  interact with your page
• Social good campaigns are ways to both increase
  the number of fans your page has, as well as
  contribute to the community.
• Campaigns that include voting ensure return
  rates, and a competitive social atmosphere brings
  more users and clicks.
Best Practices: Campaigns
• Applications to help create campaigns
  – Woobox- http://woobox.com/
     • Offers Static HTML, Coupons, Sweepstakes, Polls, Group
       Deals and Rewards applications
  – Offerpop- http://offerpop.com/
     • Offers Tug of War, Referral, Photo Contest, Fan Faves, Sign
       Up, Exclusive, Quiz, Fundraise, Video Contest, Deals and
       Look Book applications
  – Wildfire- http://www.wildfireapp.com/
     • Offers Contest, Coupons, Trivia &
       Quizzes, Sweepstakes, Group Deals and Pick a Favorite
       applications
Best Practices: Facebook Ads




• To create a Facebook ad, go to
  http://www.facebook.com/ads. Click on “Create an Ad.”
• Choose your Destination for the brand page you want the
  ad to benefit.
Best Practices: Facebook Ads
• Choose from either a Sponsored Stories ad or Facebook Ads.
    – A Sponsored Stories ad features a story about the viewer’s friends or a
      story about your Facebook page posts, which gives users a personal
      connection to the ad displayed.
    – The Facebook Ads promote a Facebook Page, Event, App or other
      destination on Facebook. Messages are customizable, and these ads
      also include personal connections by displaying relevant actions from
      the viewer’s friends based on the page.
• Choose an eye-catching photo to display on the ad if you’re using
  Facebook Ads. The photo should have an aspect ratio of 4:3, and
  uploads must be less than 5 megabytes.
• Choose who you want to target your ad towards. Pick the
  country, and choose specific states, cities or zip codes.
• Targeting also includes age, sex, relationship status, education and
  work.
Best Practices: Facebook Ads
• When targeting by Interest, choose whether to target by Precise
  Interests or Broad Category Targeting.
    – Precise Interest targeting causes ads to go to people who have shared
      those terms in their Facebook profiles.
    – Broad Category Targeting uses broad categories that are featured in
      people’s profiles.
• To reach people who aren’t already a fan of your Facebook
  page, target accordingly. You may also target users who are already
  connected or not connected to certain pages, events or apps.
• Determine your ad’s daily or lifetime budget.
• Determine whether to pay for impressions (how many times your
  ad is seen) or by clicks (people clicking on the link within your ad.)
CASE STUDIES
Case Studies: Cable ONE Joiner Campaign

• On November 8, 2011, Cable
  ONE’s Facebook page launched
  a social good joiner campaign
  in honor of Veterans Day
• Three times a day, Cable ONE
  posted a story of a veteran
  related to the company—either
  a Cable ONE employee or
  someone related to a Cable
  ONE employee
• For every new “Like” the page
  received during the
  campaign, Cable ONE donated
  $1 to the National Military
  Family Association, with a goal
  of raising $2,000 with 2,000
  new “Like’s”
Case Studies: Cable ONE Joiner Campaign

• To aid with promotion of the
  campaign, Cable ONE purchased $700
  worth of Facebook ads during the
  campaign. The ads targeted those in
  areas Cable ONE served, who were not
  already connected with the Cable ONE
  page.
• Cable ONE also redesigned its Facebook
  profile picture to reflect the campaign
Case Studies: Cable ONE Joiner Campaign
•   During the campaign, which lasted
    until November 16, 2011, the Cable
    ONE Facebook page nearly doubled its
    fan base, adding 1,870 new “Like’s” in
    only 9 days—a 3,496% increase from
    the previous week
•   During the campaign, the Cable ONE
    Facebook page had 122,641 post
    views, a 330% increase from the
    previous week, and 2,186 post
    feedback, a 1,582% increase from the
    previous week
•   Because of the amazing feedback from
    the campaign and engagement within
    the community, Cable ONE donated
    the full original $2,000 goal, with a
    $2,000 match from its parent
    company, resulting in a donation of
    $4,000 for the National Military Family
    Association
Case Studies: Cable ONE Joiner Campaign

• Key Insights
  – Because the Facebook community is a social one, its
    members tend to embrace doing social good in the
    community. Brands who can afford donations in the
    community may use social good campaigns as a way
    to positive affect the community.
  – Joiner campaigns are inexpensive ways to organically
    attract new Facebook fans. The only costs associated
    with this campaign were the donation itself and the
    Facebook ads.
  – In order to optimize your reach and new fan
    attainments, target Facebook ads to Facebook users
    not already connected with your page.
Case Studies: Cable ONE Joiner Campaign

• Key Insights
  – To add more awareness about your campaign, change
    your Facebook profile picture to an image that
    promotes the campaign.
  – When doing a social good campaign, genuineness is
    key. Making posts personally tied to people within the
    company or fans of your page will make Facebook
    users more invested in the campaign and more likely
    to share it with Facebook friends.
  – To make your social good campaign the most effective
    it can be, utilize real photos or videos in posts.
Case Studies: Budweiser’s Bud United Show Your True Colors

•    In 2010, in honor of the World
     Cup, Budweiser launched a Facebook
     campaign designed to “help Budweiser
     drinkers around the world get closer to
     the game”. Budweiser created a new
     Facebook page, Bud United, specifically
     for this campaign.
•    The “Paint Your Face” application allowed
     Facebook users to choose colors based on
     the World Cup team they supported and
     then have their profile picture image
     covered in those colors.
•    The campaign also featured fans from
     each of the 32 countries playing living in a
     reality TV-style house in South
     Africa, where they’d report back from to
     their country.

Source
http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
Case Studies: Budweiser’s Bud United Show Your True Colors

  • The campaign was launched
    globally and was created for
    multiple regions.
  • During the first days of the
    World Cup, 6 people per
    minute “Liked” the page, and
    2.7 million people virtually
    painted their faces.
  • By the end of the
    campaign, more than
    900,000 people clicked to
    “Like” the Bud United page.
Source
http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
Case Studies: Budweiser’s Bud United Show Your True Colors

• In addition to print and TV ads
  in many markets, Budweiser
  also purchased both Premium
  Page Ads to appear on the
  Facebook homepage and
  Marketplace Ads to appear on
  users’ profile pages.
• The Facebook ads targeted
  Facebook users who weren’t
  already fans of the Budweiser
  Facebook page and who had
  listed “sports” and “beer” as
  interests in their profile.

Source
http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
Case Studies: Budweiser’s Bud United Show Your True Colors

• Key Insights
     – By creating a unique and fun application, Budweiser was
       able to keep its current fan base engaged with something
       new.
     – Budweiser, the official beer of the World Cup, chose a
       strong partner to extend its reach throughout the social
       sphere. People who already were connected to the World
       Cup but not to Budweiser were able to make a new
       connection to the beer brand.
     – The campaign had strong virality by creating a visual
       representation of participation in the campaign through
       the unique “face paint” colors displayed on users’
       Facebook profiles. In this sense, the campaign was self-
       spreading.
 Source
 http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
Case Studies: Budweiser’s Bud United Show Your True Colors


• Key Insights
     – By creating multiple aspects to the
       campaign, including the fans reporting back from
       South Africa, Facebook users were enticed to stay up-
       to-date with the campaign and keep checking back in.
     – The fan reporting added a personalized aspect to the
       campaign and made Budweiser fans who couldn’t
       travel to South Africa for the World Cup still feel
       connected to the World Cup and Budweiser’s
       involvement with it.
 Source
 http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
Case Studies: Coca-Cola
•   Coca-Cola is currently the third most popular
    brand page on Facebook, after Facebook and
    YouTube.
•   Users who click on Coca-Cola’s Facebook page
    land on Coca-Cola’s Facebook Home tab. Users
    who don’t already “Like” the page are
    prompted to “Like” the page within the graphic.
•   The Home tab includes a charity initiative; links
    to Coca-Cola’s Twitter, YouTube and Flickr
    accounts; Facebook fan-generated photos of
    Coca-Cola; a video about the Coca-Cola
    Facebook page creators; and links to website
    components, including recycling information, a
    product list and an “Ask Coca-Cola” section.
Case Studies: Coca-Cola
•   Coca-Cola’s Facebook
    Page contains a House
    Rules section, which
    explains the correct
    protocol for posting on
    the Coca-Cola
    Facebook page and
    explains what kinds of
    materials may be
    monitored or removed.
Case Studies: Coca-Cola
• Coca-Cola allows their
  Facebook fans to upload
  photos containing the
  Coca-Cola product and
  tag Coca-Cola in the
  photos.
• Fans with especially
  creative photos are
  featured in the Home
  tab, in the “Fan
  Highlights” section.
• Other photos on the page
  come from Coca-Cola-
  sponsored events.
Case Studies: Coca-Cola
• Coca-Cola’s Videos section of
  its Facebook page is filled with
  diverse offerings, ranging from
  commercials, to campaigns for
  its World Wildlife Fund
  partnership, to live events
  featuring the Coca-Cola brand.
• The Facebook page features
  hundreds of Coca-Cola videos.
• Videos are not labeled with
  titles or tags, so users must
  click on each video to see what
  it’s about.
Case Studies: Coca-Cola
• Coca-Cola let two of its
  biggest fans create its
  Facebook page. The duo
  now star in a variety of
  videos housed on the
  page, and their story
  gets its own tab on the
  page.
Case Studies: Coca-Cola
• The Coca-Cola Facebook page has
  links to several other campaigns
  featured in its left-hand
  rail, including a donation center for
  the World Wildlife Fund, videos
  from the brand’s Where Will
  Happiness Strike Next? Project and
  an application that allows you to
  give a virtual Coke to a Facebook
  friend.
Case Studies: Coca-Cola
•   Key Insights
     – Coca-Cola’s Home tab has all the pertinent information a typical Facebook
       user/social media lover could want.
     – By positioning Coca-Cola’s social good campaign, a polar bear refuge
       initiative, at the top of the Home Tab, Coca-Cola shows its Facebook fans
       charity work and wildlife are important to the brand.
     – If your Facebook fan cares about your Facebook page and visits often, it’s
       likely that fan will also be interested in your brand’s other social media
       outlets, such as Twitter, YouTube and Flickr. Putting those links on your
       Facebook landing page helps all your outlets grow.
     – The Home tab includes fan-generated content, showing Coca-Cola values
       its fans’ creativity and passion about its brand. It also entices fans to
       submit their own content for consideration for placement on the
       Facebook page.
     – Coca-Cola may be the most well-known brand in the world, but it let two
       regular fans create its highly visible Facebook page. Once again, this shows
       Coca-Cola’s investment in its fans and loyalty to its customers.
Case Studies: Coca-Cola
• Key Insights
  – Coca-Cola also features all its important website links. While
     the Facebook page does serve to drive traffic back to the
     website, Coca-Cola’s Facebook page also ensures all important
     information about its brand gets to customers who might not
     visit the official website.
  – Adding a House Rules section to your brand’s Facebook page
    ensures Facebook users foster a welcoming and positive social
    environment for other users and also protects the brand from
    customers who may be angry about removal of their posts from
    your Facebook page.
  – Creating Facebook applications to feature your brand’s
    campaigns makes Facebook fans spend more time on your
    Facebook page as well as learn more about activities your brand
    is participating in.
Case Studies: M&M’s Pretzel
   • In spring 2010, in honor of its new
       M&M’s Pretzel product, Mars
       Chocolate North America launched its
       biggest new product launch in a
       decade.
   • In April 2010, a month before the
       official launch of M&M’s Pretzel, Mars
       developed a Facebook application
       called the M&M’s Pretzel Vending
       machine. This application enabled
       40,000 of the brand’s Facebook fans to
       sign up to receive a free sample of the
       product, provided on a first-come-first-
       served basis.
   • After fans signed up for the
       sample, they were able to invite two of
       their friends to also sign up for the
Source
       sample.
http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
Case Studies: M&M’s Pretzel
  • Besides the free sample
    given out through
    Facebook, Mars launched
    an additional campaign
    that featured American Idol
    finalists singing inside a
    giant M&M’s during a live
    webcast.
  • The campaigns were also
    supported by M&M’s-
    themed videos.
Source
http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
Case Studies: M&M’s Pretzel
 • Through Facebook, M&M’s distributed
   120,000 samples within 48 hours.
 • During the campaign, the number of people
   connected to the M&M’s U.S.A. Facebook
   page increased to 9%.
 • After the campaign ended, chatter about
   M&M’s Pretzel continued on the M&M’s
   U.S.A. page.
Source
http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
Case Studies: M&M’s Pretzel
  • Key Insights
         – Social sharing works. By allowing participants to invite
           their friends to also get a free sample, Mars created
           an effective campaign based on organic sharing, with
           people who genuinely enjoyed the product to spread
           the word and act as digital marketers themselves.
         – Freebies make Facebook users happy. Free goods
           given out as rewards for your Facebook fans makes
           them more loyal to your brand, both as consumers
           and in the social sphere. It’s also beneficial to reward
           Facebook fans because that shows them your brand
           values them and wants to give them an incentive to
           follow you on Facebook.
Source
http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
Case Studies: M&M’s Pretzel
   • Key Insights
         – Launching multiple campaigns tied to one product
           makes Facebook fans return to your page to check in
           on what’s new.
         – Partnering with another well-known brand, such as
           American Idol in this campaign, can give your
           Facebook campaign an extra push and alert a new
           audience to your product.
         – Giving your product a personality, such as the talking
           M&M’s Pretzel, gives your campaign a unique voice
           that might make Facebook users more personally
           invested in the campaign.
Source
http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
Case Studies: 1-800-Flowers.com Valentine’s Day
   •    For Valentine’s Day 2011, 1-800-Flowers.com launched a Facebook Ads campaign
        with a Facebook Credits promotion to drive Valentine’s Day flower sales
   •    Besides the paid campaigns, 1-800-Flowers.com integrated its products into
        Facebook, allowing Facebook fans to vote on their favorite arrangements. The
        application also displayed Facebook friends’ birthdays and offered gift suggestions
        for each friend with an upcoming birthday.




Source
http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
Case Studies: 1-800-Flowers.com Valentine’s Day

   • One Facebook Ad campaign run by 1-
     800-Flowers.com offered Facebook
     fans 50 Facebook Credits (for Facebook
     games) as well as a 15 percent off code
     for Facebook fans.
   • Another Facebook Ad campaign run by
     1-800-Flowers.com showed Facebook
     users friends who had interacted with
     the 1-800-Flowers.com Facebook page.
   • Another form of a Sponsored Stories ad
     by the page displayed Wall Posts by the
     1-800-Flowers.com Facebook page.


Source
http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
Case Studies: 1-800-Flowers.com Valentine’s Day

   • 1-800-Flowers.com received 4,000 transactions
     through the Facebook Credits promotion.
   • The Valentine’s Day campaigns increased
     engagement with posts to its Wall by 250
     percent.
   • The number of people who logged on to the 1-
     800-Flowers.com site using their Facebook
     credentials increased by 400 percent.


Source
http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
Case Studies: 1-800-Flowers.com Valentine’s Day

   • Key Insights
         – Make your products social by using Facebook. Add
           Facebook “Like” buttons to products to allow your
           customers to give you direct feedback, while also
           sharing their opinion with their networks of friends.
         – Allow customers opportunities to purchase your
           products through your Facebook page.
         – Facebook Ad Sponsored Stories, according to 1-800-
           Flowers.com, offer a more personalized way of
           marketing because Facebook users are taking their
           own Facebook friends advice on purchase decisions.
Source
http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
Case Studies: 1-800-Flowers.com Valentine’s Day

   • Key Insights
         – Integrating a Facebook Ad campaign into an existing
           Facebook product, such as a game, shows off your
           product to a whole new audience and keeps Facebook
           fans engaged with your product.
         – Using Facebook fans’ input as a way to determine
           marketing initiatives makes those campaigns more
           effective.



Source
http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
Case Studies: Old Spice
• Old Spice currently has
  nearly 2 million Facebook
  fans
• Users who click on the Old
  Spice Facebook page are
  directed to whatever current
  promotion the brand is
  running. Currently, users are
  directed to a video for Old
  Spice’s new Bear Deodorant
  Protector, which also
  includes a “Buy It” link that
  directs fans to Old Spice’s
  official website.
Case Studies: Old Spice
• Old Spice allows fans to tag
  the brand in their photos and
  videos, which then are
  displayed on the Old Spice
  Facebook fan page.
• The Videos section on the
  Facebook page contains
  commercials, fan-made
  videos and marketing videos.
  For all official Old Spice
  commercials, a link to the
  brand’s YouTube page is
  listed below in the caption
  section.
Case Studies: Old Spice
• The Facebook Fan Page also
  links to the Old Spice
  store, with links to the Old
  Spice website; a link to
  download Old Spice-themed
  wallpapers; a link to nearly
  100 short viral videos Old
  Spice has created for its
  marketing efforts; Old Spice-
  themed polls; and a
  customized wake-up call for
  women with a certain name.
Case Studies: Old Spice
• Key Insights
  – To get people excited about your current
    campaign, feature that as a tab Facebook users land
    on when they log on to your page.
  – If your brand sells products, enable Facebook fans to
    click over to your website to purchase them.
  – Feature fan-made content on your Facebook page to
    encourage fans to interact with your page and aid in
    viral marketing efforts.
Case Studies: Old Spice
• Key Insights
  – Add fun custom applications to your page to keep
    existing customers interested in your brand.
  – Display all your brand’s videos on your Facebook
    page, and link to the original site the videos came
    from to encourage Facebook fans to interact with
    your other social media sites.
  – Create an engaging brand personality, such as the
    Old Spice men, to act as infectious brand
    ambassadors that Facebook fans like and talk about.
  – Show your Facebook fans you value their opinions by
    creating Polls based on your products.
APPENDIX
Facebook Videos
•   Facebook Timeline-
    http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=channel_video_title
    (September 22, 2011)
•   Facebook Composer- http://www.youtube.com/watch?v=dES9_n7ou8w (August
    22, 2011)
•   Facebook Profile- http://www.youtube.com/watch?v=a6Ca9V56BY0 (August 23, 2011)
•   Facebook Location- http://www.youtube.com/watch?v=CAEFhu1eZSA (August
    22, 2011)
•   Facebook Home Page Tour- http://www.youtube.com/watch?v=kiqjLN9zL0g (February
    10, 2010)
•   How Facebook Social Plugins Work-
    http://www.youtube.com/watch?v=qOseOMIHGpA&feature=relmfu (June 7, 2010)
•   How Advertising Works on Facebook-
    http://www.youtube.com/watch?v=4A227Cr_Iwc&feature=relmfu (July 14, 2010)
•   New Facebook Groups-
    http://www.youtube.com/watch?v=I6ud_SZARCs&feature=relmfu (October 6, 2010)
Citations
•   http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-
    twitter/227569/
•   http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
•   http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
•   http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
•   http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-
    brands/?view=socialstudies
•   http://www.businessweek.com/technology/content/jan2011/tc2011016_998330.
    htm
•   http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
•   http://www.facebook.com/note.php?note_id=401579870775
•   http://www.facebook.com/press/info.php?factsheet
•   http://www.facebook.com/press/info.php?timeline
•   http://fbforbusinessmarketing.com/2011/09/05/facebook-welcome-tab-why/
•   http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
•   http://mashable.com/2011/12/14/eyetracking-facebook-brand-
    pages/?WT.mc_id=obinsite
Citations
•   http://mashable.com/2011/06/28/facebook-advertising-infographic/
•   http://mashable.com/2011/04/06/facebook-engagement-data/
•   http://mashable.com/2011/09/12/facebook-event-planning/
•   http://mashable.com/2011/10/21/facebook-infographic/
•   http://mashable.com/2011/08/29/facebook-marketing-restaurants/
•   http://mashable.com/2011/12/18/social-consumers-infographic/
•   http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-
    Facebooks%20Impact%20on%20Retailers.pdf
•   http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-
    Facebook-s-Quality-Score-for-Wall-Posts
•   http://www.socialbakers.com/facebook-apps-and-developers/
•   http://www.socialbakers.com/facebook-pages/
•   http://www.socialbakers.com/facebook-pages/brands/
•   http://www.socialbakers.com/facebook-pages/media/
•   http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-
    2011-statistics
•   http://techcrunch.com/2010/04/22/facebook-edgerank/

Contenu connexe

Similaire à Facebook Best Practices

Facebook (presentation on facebook)
Facebook (presentation on facebook)Facebook (presentation on facebook)
Facebook (presentation on facebook)Ahsan habib
 
How to Effectively Use Social Media in Education
How to Effectively Use Social Media in EducationHow to Effectively Use Social Media in Education
How to Effectively Use Social Media in EducationRafael Scapin, Ph.D.
 
Facebook ppt phase 3
Facebook  ppt phase 3Facebook  ppt phase 3
Facebook ppt phase 3Ayesha839
 
Like us on Facebook: How Academic Libraries Can Utilize Facebook as a Promoti...
Like us on Facebook: How Academic Libraries Can Utilize Facebook as a Promoti...Like us on Facebook: How Academic Libraries Can Utilize Facebook as a Promoti...
Like us on Facebook: How Academic Libraries Can Utilize Facebook as a Promoti...Rainie Themer
 
Facebook a marketing survey
Facebook a marketing surveyFacebook a marketing survey
Facebook a marketing surveySohail Haider
 
The history of social networks
The history of social networksThe history of social networks
The history of social networksKnut Linke
 
Socially speaking breakfast [compatibility mode]
Socially speaking  breakfast [compatibility mode]Socially speaking  breakfast [compatibility mode]
Socially speaking breakfast [compatibility mode]360 Online Marketing Agency
 
Social media marketing - Part 1 Introduction
Social media marketing - Part 1 IntroductionSocial media marketing - Part 1 Introduction
Social media marketing - Part 1 IntroductionTeddy Tassew
 
How to make the page in facebook
How to make the page in facebookHow to make the page in facebook
How to make the page in facebookKyung Rog Kim
 
Inside Facebook Applications
Inside Facebook ApplicationsInside Facebook Applications
Inside Facebook ApplicationsGregarious Narain
 
The History of Facebook's Developer Platform
The History of Facebook's Developer PlatformThe History of Facebook's Developer Platform
The History of Facebook's Developer PlatformClark Davidson
 
AAA towing Roadside Assistance
AAA towing Roadside AssistanceAAA towing Roadside Assistance
AAA towing Roadside AssistanceNavot Volk
 
Hollywood and the power of myth zuckerberg jobs and hearst
Hollywood and the power of myth zuckerberg jobs and hearstHollywood and the power of myth zuckerberg jobs and hearst
Hollywood and the power of myth zuckerberg jobs and hearstÄĥŸäń Pegason
 
Facebook connect tutorial
Facebook connect tutorialFacebook connect tutorial
Facebook connect tutorialJerry Wijaya
 

Similaire à Facebook Best Practices (20)

Facebook (presentation on facebook)
Facebook (presentation on facebook)Facebook (presentation on facebook)
Facebook (presentation on facebook)
 
How to Effectively Use Social Media in Education
How to Effectively Use Social Media in EducationHow to Effectively Use Social Media in Education
How to Effectively Use Social Media in Education
 
Facebook
FacebookFacebook
Facebook
 
Facebook ppt phase 3
Facebook  ppt phase 3Facebook  ppt phase 3
Facebook ppt phase 3
 
Facebook
FacebookFacebook
Facebook
 
Like us on Facebook: How Academic Libraries Can Utilize Facebook as a Promoti...
Like us on Facebook: How Academic Libraries Can Utilize Facebook as a Promoti...Like us on Facebook: How Academic Libraries Can Utilize Facebook as a Promoti...
Like us on Facebook: How Academic Libraries Can Utilize Facebook as a Promoti...
 
Facebook - case study
Facebook - case study Facebook - case study
Facebook - case study
 
Fb
FbFb
Fb
 
Facebook a marketing survey
Facebook a marketing surveyFacebook a marketing survey
Facebook a marketing survey
 
The history of social networks
The history of social networksThe history of social networks
The history of social networks
 
Facebook
FacebookFacebook
Facebook
 
Socially speaking breakfast [compatibility mode]
Socially speaking  breakfast [compatibility mode]Socially speaking  breakfast [compatibility mode]
Socially speaking breakfast [compatibility mode]
 
Facebook features
Facebook  featuresFacebook  features
Facebook features
 
Social media marketing - Part 1 Introduction
Social media marketing - Part 1 IntroductionSocial media marketing - Part 1 Introduction
Social media marketing - Part 1 Introduction
 
How to make the page in facebook
How to make the page in facebookHow to make the page in facebook
How to make the page in facebook
 
Inside Facebook Applications
Inside Facebook ApplicationsInside Facebook Applications
Inside Facebook Applications
 
The History of Facebook's Developer Platform
The History of Facebook's Developer PlatformThe History of Facebook's Developer Platform
The History of Facebook's Developer Platform
 
AAA towing Roadside Assistance
AAA towing Roadside AssistanceAAA towing Roadside Assistance
AAA towing Roadside Assistance
 
Hollywood and the power of myth zuckerberg jobs and hearst
Hollywood and the power of myth zuckerberg jobs and hearstHollywood and the power of myth zuckerberg jobs and hearst
Hollywood and the power of myth zuckerberg jobs and hearst
 
Facebook connect tutorial
Facebook connect tutorialFacebook connect tutorial
Facebook connect tutorial
 

Facebook Best Practices

  • 1. Facebook Resources ZOG Media’s guide to Facebook and its best practices
  • 2. Table of Contents • 4- Stats and Data Points – 5- What Is Facebook? – 6-25- History of Facebook – 26-30- Facebook Statistics – 31-34- User Statistics – 35- User Demographics • 36- Best Practices – 37- Getting Started – 38-39- Building a Community – 40-41- Welcome Tab – 42-44- Wall Posting – 45- Profile Photo – 46- Settings and Permissions – 47- Basic Information – 48- Interacting with Other Pages – 49-50- Insights – 51- Events – 52-53- Campaigns – 54-56- Facebook Ads
  • 3. Table of Contents • 57- Case Studies – 58-62- Cable ONE Joiner Campaign – 63-67- Budweiser’s Bud United Show Your True Colors – 68-75- Coca-Cola – 76-80- M&M’s Pretzel – 81-85- 1-800-Flowers.com Valentine’s Day – 86-90- Old Spice • 91- Appendix – 92- Facebook Videos – 93-94- Citations
  • 4. STATS AND DATA POINTS
  • 5. What Is Facebook? • Facebook is the most widely used social networking site in the world, allowing users to cultivate scrapbook-like “Timeline”’s displaying notable events in their lives. • Facebook connects users via various networks, including education, work and family. • Facebook allows users to display virtual photo albums, comment on other profiles, chat with other users, broadcast places they visit and share products they’ve purchased.
  • 6. History of Facebook- Overview • Facebook launched in February 2004. • Originally a social networking site solely for Harvard students when it launched, Facebook expanded to all college students later that year, then high school students in 2005, then anyone age 13 or older in 2006. • Facebook first announced a profit quarter in 2009. Source As of January 2011 http://www.facebook.com/press/info.php?factsheet http://www.businessweek.com/technology/content/jan2011/tc2011016_998330.htm
  • 7. History of Facebook • February 2004- Mark Zuckerberg and co-founders Dustin Moskovitz, Chris Hughes and Eduardo Saverin launch Facebook from their Harvard dorm room. • September 2004- Groups application is added; the Wall is added as a Profile feature. • December 2004- Facebook reaches nearly 1 million active users. • May 2005- Facebook grows to support more than 800 college networks. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 8. History of Facebook This is what the original Facebook looked like in 2005, when it was still http://www.thefacebook. com.
  • 9. History of Facebook • August 2005- The company changes its name from thefacebook.com to Facebook. • September 2005- Facebook expands to add high school networks. • October 2005- Photos are added. • May 2006- Facebook adds work networks. • August 2006- Facebook development platform launches. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 10. History of Facebook • August 2006- Facebook announces a partnership with J.P. Morgan Chase to promote the Chase credit card. In a 1- year marketing agreement, Facebook members see banner ads inviting them to join a special Chase network—members of that group then earn reward points for their actions, such as paying bills on time. • August 2006- Facebook and Microsoft form strategic relationship for banner ad syndication. Microsoft’s adCenter becomes the exclusive provider of banner ads and sponsored links on the site. • September 2006- Facebook allows anyone to join. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 11. History of Facebook • September 2006- Facebook announces “election 2006,” which allows anyone to search for and interact with office candidates for the Senate, House and Governorship. • September 2006- News feed is introduced. • November 2006- Share feature added. • February 2007- Virtual gift shop launched. • May 2007- Facebook launches Marketplace app for classified listings. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 12. History of Facebook This is the Facebook Marketplace app
  • 13. History of Facebook • May 2007- Facebook platform launches with about 85 applications. • August 2007- In response to Vodafone and other British companies pulling their ads from Facebook after appearing alongside the far-right British National Party group, Facebook offers an opt-out feature that lets advertisers prevent their ads from showing up. • November 2007- Facebook introduces “Facebook Ads,” Pages for brands and businesses, Facebook Insights and a controversial ad system called “Beacon” that encourages the viral spread of brand messages. • April 2008- Facebook launches Chat. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 14. History of Facebook • August 2008- Facebook introduces Engagement Ads. • December 2008- Facebook Connect becomes generally available. • February 2009- Facebook adds the Like Button. • February 2009- Facebook transfers ownership of the Marketplace classified listings app to Oodle. • March 2009- Facebook introduces language and radius-based ad targeting. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 15. History of Facebook • March 2009- Facebook relaunches Pages to be more like Profiles and include status updates and photos. • June 2009- Facebook launches self-serve Ads for Pages and Events, giving them engagement capability. • July 2009- Facebook launches connections targeting, multiple country targeting and birthday targeting. • September 2009- Facebook begins testing Ads API. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 16. History of Facebook A new Facebook page, designed to look more like an individual profile page than before
  • 17. History of Facebook • September 2009- Facebook shuts down ad platform “Beacon,” which posted updates to Facebook profiles when their owners interacted with its partner sites. The feature inspired a class action lawsuit after privacy advocates rallied against having their actions on sites like Blockbuster, Gamefly and Overstock.com posted to their profiles. • September 2009- Nielsen launches Brand Lift with Facebook at Advertising Week. The product measures the effectiveness of ads on Facebook by polling users. • April 2010- David Fischer, VP of Advertising and Global Operations, joins Facebook. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 18. History of Facebook • August 2010- Facebook launches Places. • September 2010- Facebook adds social context metrics to its performance advertising analytics. • November 2010- Facebook rolls out beta-version of check-in Deals using Facebook Places (now part of the overall Deals offering.) • January 2011- Facebook users get access to new Messages product, which groups all direct messages between users whether they are viewing a conversation from the inbox, chat window or mobile. • January 2011- Facebook gives users the option of accessing Facebook over an encrypted connection. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 19. History of Facebook • February 2011- Facebook launches Sponsored Stories. Companies can choose to take certain user actions—such as check-ins or actions within Facebook apps—and feature them in the column on the right side of the News Feed. • February 2011- Facebook introduces a spam filter for comments. • March 2011- Facebook launches Questions for Pages. • April 2011- In an effort to court advertisers, Facebook reveals Facebook Studio, which highlights interesting work from advertisers. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 20. History of Facebook • April 2011- Facebook officially launches Deals, a Groupon competitor. • April 2011- Facebook introduces the Send Button, which allows people to share articles and third-party websites with groups of friends. • May 2011- Facebook introduces a test program that gives Facebook credits to users who watch certain ads from third- party ad networks in games. • May 2011- Facebook allows users and pages to tag pages in photos. • June 2011- Facebook introduces “Happening Now,” a prelude to the Ticker, which is a module on the right-hand side of the page that shows recent activity from friends. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 21. History of Facebook Facebook Deals
  • 22. History of Facebook • July 2011- Facebook teams up with Skype to integrate video calling into its chat product. • August 2011- Facebook discontinues Deals service. • September 2011- Facebook unveils Timeline, a new version of user profiles that organizes stories in a timeline format. • September 2011- Facebook announces open graph application platform, which gives users a new way to connect to objects beyond the “Like” button, including what they are reading, watching, listening to, cooking and more. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 23. History of Facebook • September 2011- Facebook redesigns home page to include News Feed and Ticker. • September 2011- Facebook allows users to subscribe to public updates of anyone who allows subscribers. • September 2011- Facebook introduces Smart Lists to automatically group users’ friends by location, workplace and school. • October 2011- Facebook ads a new public metric to pages called “Talking About This” to encourage engagement about pages. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 24. History of Facebook • October 2011- Facebook releases its official iPad app. • November 2011- Facebook shows Sponsored Story ads in the Ticker. • December 2011- Facebook Timeline goes live, including on mobile devices. • December 2011- Facebook tests coupon post feature for pages. • December 2011- Facebook tests private messaging to page owners. Source As of December 27, 2011 http://www.facebook.com/press/info.php?timeline http://mashable.com/2011/06/28/facebook-advertising-infographic/ http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  • 25. History of Facebook The new Facebook Timeline
  • 26. Facebook Statistics • The most popular Facebook pages, as of December 29, 2011 Source As of December 29, 2011 http://www.socialbakers.com/facebook-pages/
  • 27. Facebook Statistics • The most popular Facebook brand pages, as of December 29, 2011 Source As of December 29, 2011 http://www.socialbakers.com/facebook-pages/brands/
  • 28. Facebook Statistics • The most popular Facebook media pages, as of December 29, 2011 Source http://www.socialbakers.com/facebook-pages/media/
  • 29. Facebook Statistics • The most popular Facebook applications, as of December 29, 2011 Source http://www.socialbakers.com/facebook-apps-and-developers/
  • 30. Facebook Statistics • The most popular Facebook developers, a s of December 29, 2011 Source http://www.socialbakers.com/facebook-apps-and-developers/
  • 31. User Statistics • Facebook has more than 800 million users. • Facebook is the most visited web site in the world, with more than 1 trillion pageviews per month. • More than 50% of Facebook users log in every day, spending an average of 7 hours and 46 minutes per month on Facebook. • The average Facebook user has 130 friends and likes 80 pages. • Each week on Facebook, more than 3.5 billion pieces of content are shared. Source As of January 3, 2012 http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-Facebooks%20Impact%20on%20Retailers.pdf
  • 32. User Statistics • Two-thirds of Facebook users’ purchasing decisions are influenced by Facebook. • Facebook users install apps more than 20 million times a day. • More than 350 million Facebook users access Facebook through mobile devices. • 56% of consumers say the are more likely to recommend a brand after becoming a fan of the brand’s Facebook page • 49% of people use Facebook when searching for restaurants. • 63% of baby product consumers use Facebook to research a brand or product Source As of January 3, 2012 http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-Facebooks%20Impact%20on%20Retailers.pdf http://mashable.com/2011/12/18/social-consumers-infographic/
  • 33. User Statistics • 84.67% of people follow 2-10 brands on Facebook. 53.47% of people follow 2-5 brands on Facebook. • 39.15% of people who follow a brand usually recommend the brand to others, and 22.94% of people always recommend the brand to others. • Business-to-customer Facebook results are 30% above average on Sunday’s. Source As of January 3, 2012 http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands/?view=socialstudies http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
  • 34. User Statistics • 77% of consumers interact with brands on Facebook primarily through reading posts and updates from the brands. • 17% of consumers interact with brands by sharing experiences and news stories with others about the brand. • 13% of consumers post updates about brands they like. • 56% of consumers are more likely to recommend a brand to a friend after becoming a fan on Facebook. • 58% of people who “Like” a brand are existing customers of the brand. • 57% of people “Like” a brand to receive discounts and promotions from the brand. Source As of January 3, 2012 http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
  • 35. User Demographics • 51.2% male, 48.8% female • 9.5% between ages 13-17, 13.3% between ages 18- 20, 17% between ages 21-24, 12.5% between ages 25-29, 15.3% between ages 35-44, 10.7% between ages 45-54, 6.5% between ages 55-63, 4.6% ages 64 and older • There are more than 95 million Facebook users in the United States. Source As of October 21, 2011 http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics http://mashable.com/2011/10/21/facebook-infographic/ http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
  • 37. Best Practices: Getting Started • Once you build your page, secure a vanity url by having at least 25 people “Like” your page • Populate your brand’s photo section with high-quality photos that represent your brand well. • Adjust your brand’s permission settings to protect your brand from spam by adjusting what is moderated and posted on the page. • Adjust page settings according to current promotions. Keep profile picture up-to-date, and direct non- fans to a welcome tab that encourages users to “Like” the page.
  • 38. Best Practices: Building a Community • Share content that is both valuable to users and engaging. • Create an authentic, consistent brand voice that users may trust as a knowledgeable and friendly source. • Share content a variety of ways, including text, links, photos, videos and polls. • Encourage users to share your content by asking them to “Like” posts or submit their own content. • Engage with users who interact on your page, and use your page as a form of customer support. Listen to feedback, answer questions and share brand insights with users. • Entice your users to continually visit your page by utilizing brand-specific applications, including contests, sweepstakes, deals and promotions.
  • 39. Best Practices: Building a Community • Reward Facebook users who “Like” your page with exclusive news and promotions. • Encourage users to “Like” your brand’s page by enticing them with an incentive, such as a coupon or entry into a contest, for “Liking” your page. • Constantly monitor page to create seamless engagement. • Use Facebook Insights to get to know audience, and tailor voice and content to fit that audience. • Integrate Facebook sharing into existing online outlets.
  • 40. Best Practices: Welcome Tab • Have Facebook users who don’t yet “Like” your page land on a welcome tab that gives an introduction to your business and entices users to “Like” your page. – Welcome tabs “set the stage,” orienting new visitors to your business, explaining who you are and what you do – Welcome tabs explain the benefit of liking your business – Welcome tabs extend your branding by reinforcing your brand’s image, graphics and personality – Welcome tabs give your page an active and professional look Source As of September 5, 2011 http://fbforbusinessmarketing.com/2011/09/05/facebook-welcome-tab-why/
  • 41. Best Practices: Welcome Tab • What to include – Logo – Reasons why people should “Like” the page, including access to special news and offers – Pictures or videos representing the brand • Applications to help create a welcome tab – TabSite-http://www.facebook.com/TabSite?sk=app_181556125229269 – Pagemodo- http://www.pagemodo.com/ – Wildfire- http://iframes.wildfireapp.com/ – Tigerlily- http://www.tigerlilyapps.com/ – FanBuildr- http://www.facebook.com/fanbuildr – Iwipa- http://www.facebook.com/iwipa – Involver- http://www.involver.com/applications/ – TabPress- http://www.facebook.com/apps/application.php?id=176217385757369&ref=ts – TabSite- https://www.tabsite.com/ – Static HTML- http://www.facebook.com/apps/application.php?id=190322544333196 – Lujure- https://lujure.com/ – FanPage Engine- http://fanpageengine.com/ – Welcome Tab for Facebook Pages by SocialAppsHQ- http://apps.facebook.com/welcometab/
  • 42. Best Practices: Wall Posting • Decide what your brand’s voice will be like— serious, conversational, friendly and personable? To maintain consistency throughout posts, keep the same voice in all posting. • Abide by the Facebook Edgerank algorithm. – The Edgerank algorithm is Affinity x Weight x Time Decay = EdgeRank • The affinity score is based on a Facebook user’s interaction with another user • Weight is assigned to each type of content. It is believed the greatest weight goes to polls, then videos, then photos, then links, then status updates. • Time decay means older updates will rank lower than newer updates. – Use Edgerank Checker to determine optimum posting days and times- http://www.edgerankchecker.com/. Facebook engagement has three peaks: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST). Thursday and Friday have 18% more engagement than other days of the week. Source As of August 30, 2011 http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-Facebook-s-Quality-Score-for-Wall-Posts http://techcrunch.com/2010/04/22/facebook-edgerank/ http://mashable.com/2011/04/06/facebook-engagement-data/
  • 43. Best Practices: Wall Posting • To increase your EdgeRank score, vary posts by using a variety of questions, photos, videos, links and status updates. • Keep posts short. Posts with 80 characters or less garner 27% more engagement than posts with more than 80 characters. • Post the full url when linking to stories. Posts with a full-length url have three times more engagement than shortened urls. • Use content that generates engagement by encouraging Facebook users to answer questions or “Like” status updates. • If your Wall post mentions another Facebook user or page, tag them by adding an “@” sign before typing in the name. This will cause your update to show up on that user or page’s Wall, as well, and will expose your message to more Facebook users. Source As of August 30, 2011 http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-Facebook-s-Quality-Score-for-Wall-Posts http://techcrunch.com/2010/04/22/facebook-edgerank/ http://mashable.com/2011/04/06/facebook-engagement-data/
  • 44. Best Practices: Wall Posting • When Facebook users post on your Wall, interact with them by “Liking” their comments and responding to their posts. Show your fans you’re listening to them and value what they’re saying. • Don’t delete negative Wall posts users make. Instead, offer up a solution to the problem to maintain a good customer relationship and show other users their feedback is welcomed. • Facebook allows users to geo-target posts by location, including country, state and city, and by language. If your page is posting something specific to one area or language, customize your post by targeting to that specific audience. Source As of August 29, 2011 http://mashable.com/2011/08/29/facebook-marketing-restaurants/
  • 45. Best Practices: Profile Photo • To optimize your Facebook profile picture, create one that is 200 x 600 px. The maximum file size is 4MB. • To optimize your Facebook profile picture thumbnail, make sure it’s 175 x 175 px within the main profile picture. • The most looked-at, for the longest period of time, profile picture features scantily-clad women. • Generally, profile pictures with faces in them are looked at the most. • Make sure your brand is easily recognizable in your profile picture by featuring your brand’s logo and any special promotion your brand is running. Source As of December 14, 2011 http://www.facebook.com/note.php?note_id=401579870775 http://mashable.com/2011/12/14/eyetracking-facebook-brand-pages/?WT.mc_id=obinsite
  • 46. Best Practices: Settings and Permissions • Posting preferences: Check “Always comment and post on your page as your page”—this ensures your page does the interacting with fans, not you as an individual user. • Notifications: Check “Send notifications by e-mail”—you’ll be able to see who is posting what on your page, which allows for more seamless and constant interaction. • To only show your page’s posts by default, click “Only Posts by Page” on Wall Tab Shows. Otherwise, all posts will be seen by everyone, and this feature controls for spam or inappropriate posts. • Add terms to block in the moderation blocklist, including profanity.
  • 47. Best Practices: Basic Information • Make sure basic information is presented in a complementary voice to Wall Posts. • Make sure basic information is error-free, with no spelling, grammar, punctuation or factual errors. • Use the basic information section as your opportunity to sell your brand to Facebook users. Include the most pertinent information for your brand.
  • 48. Best Practices: Interacting with Other Pages • By using Facebook as your brand’s page, you’re able to comment on other brand pages as that brand. Interact with other brands by commenting as a brand and acting social on Facebook. • Your page is allowed to “Like” other pages, and up to five pages your brand “Likes” are displayed on the left hand side of the page at a time. Your page may specify which of those pages are featured, so consider making them sister brands or other brands your page supports.
  • 49. Best Practices: Insights • Facebook Insights provides Facebook Platform developers and Facebook Page owners with metrics around their content. – The top portion of Insights shows the number of posts your page published in the past month, how many people create a story about your page in the past month and the weekly total reach in the past month and the number of unique people in the past month who have seen any content associated with your page.
  • 50. Best Practices: Insights – The bottom portion of Insights shows each individual post, how many people it reached, how many people it engaged, how many people talked about it and the virality of the story.
  • 51. Best Practices: Events • After inputting your event’s information, add a captivating picture to the event to make it more appealing. • After creating the event, an administrator of the Facebook page may invite his or her personal contacts to the event by clicking the “Who’s Invited” tab. Only invite people who might be interested in the event to reduce spam. • Once the event is created, write on the event Wall to keep people interested in the event and create engagement before the event. Share real-time updates of the event planning process to create excitement and buzz about the event. • Encourage sponsor participation by recognizing and tagging sponsors in Facebook posts so they may also share the event with their own followers. Source As of September 12, 2011 http://mashable.com/2011/09/12/facebook-event-planning/
  • 52. Best Practices: Campaigns • To create engagement beyond basic Wall posting, create campaigns centered around your brand that incentivize your fans to “Like” and interact with your page • Social good campaigns are ways to both increase the number of fans your page has, as well as contribute to the community. • Campaigns that include voting ensure return rates, and a competitive social atmosphere brings more users and clicks.
  • 53. Best Practices: Campaigns • Applications to help create campaigns – Woobox- http://woobox.com/ • Offers Static HTML, Coupons, Sweepstakes, Polls, Group Deals and Rewards applications – Offerpop- http://offerpop.com/ • Offers Tug of War, Referral, Photo Contest, Fan Faves, Sign Up, Exclusive, Quiz, Fundraise, Video Contest, Deals and Look Book applications – Wildfire- http://www.wildfireapp.com/ • Offers Contest, Coupons, Trivia & Quizzes, Sweepstakes, Group Deals and Pick a Favorite applications
  • 54. Best Practices: Facebook Ads • To create a Facebook ad, go to http://www.facebook.com/ads. Click on “Create an Ad.” • Choose your Destination for the brand page you want the ad to benefit.
  • 55. Best Practices: Facebook Ads • Choose from either a Sponsored Stories ad or Facebook Ads. – A Sponsored Stories ad features a story about the viewer’s friends or a story about your Facebook page posts, which gives users a personal connection to the ad displayed. – The Facebook Ads promote a Facebook Page, Event, App or other destination on Facebook. Messages are customizable, and these ads also include personal connections by displaying relevant actions from the viewer’s friends based on the page. • Choose an eye-catching photo to display on the ad if you’re using Facebook Ads. The photo should have an aspect ratio of 4:3, and uploads must be less than 5 megabytes. • Choose who you want to target your ad towards. Pick the country, and choose specific states, cities or zip codes. • Targeting also includes age, sex, relationship status, education and work.
  • 56. Best Practices: Facebook Ads • When targeting by Interest, choose whether to target by Precise Interests or Broad Category Targeting. – Precise Interest targeting causes ads to go to people who have shared those terms in their Facebook profiles. – Broad Category Targeting uses broad categories that are featured in people’s profiles. • To reach people who aren’t already a fan of your Facebook page, target accordingly. You may also target users who are already connected or not connected to certain pages, events or apps. • Determine your ad’s daily or lifetime budget. • Determine whether to pay for impressions (how many times your ad is seen) or by clicks (people clicking on the link within your ad.)
  • 58. Case Studies: Cable ONE Joiner Campaign • On November 8, 2011, Cable ONE’s Facebook page launched a social good joiner campaign in honor of Veterans Day • Three times a day, Cable ONE posted a story of a veteran related to the company—either a Cable ONE employee or someone related to a Cable ONE employee • For every new “Like” the page received during the campaign, Cable ONE donated $1 to the National Military Family Association, with a goal of raising $2,000 with 2,000 new “Like’s”
  • 59. Case Studies: Cable ONE Joiner Campaign • To aid with promotion of the campaign, Cable ONE purchased $700 worth of Facebook ads during the campaign. The ads targeted those in areas Cable ONE served, who were not already connected with the Cable ONE page. • Cable ONE also redesigned its Facebook profile picture to reflect the campaign
  • 60. Case Studies: Cable ONE Joiner Campaign • During the campaign, which lasted until November 16, 2011, the Cable ONE Facebook page nearly doubled its fan base, adding 1,870 new “Like’s” in only 9 days—a 3,496% increase from the previous week • During the campaign, the Cable ONE Facebook page had 122,641 post views, a 330% increase from the previous week, and 2,186 post feedback, a 1,582% increase from the previous week • Because of the amazing feedback from the campaign and engagement within the community, Cable ONE donated the full original $2,000 goal, with a $2,000 match from its parent company, resulting in a donation of $4,000 for the National Military Family Association
  • 61. Case Studies: Cable ONE Joiner Campaign • Key Insights – Because the Facebook community is a social one, its members tend to embrace doing social good in the community. Brands who can afford donations in the community may use social good campaigns as a way to positive affect the community. – Joiner campaigns are inexpensive ways to organically attract new Facebook fans. The only costs associated with this campaign were the donation itself and the Facebook ads. – In order to optimize your reach and new fan attainments, target Facebook ads to Facebook users not already connected with your page.
  • 62. Case Studies: Cable ONE Joiner Campaign • Key Insights – To add more awareness about your campaign, change your Facebook profile picture to an image that promotes the campaign. – When doing a social good campaign, genuineness is key. Making posts personally tied to people within the company or fans of your page will make Facebook users more invested in the campaign and more likely to share it with Facebook friends. – To make your social good campaign the most effective it can be, utilize real photos or videos in posts.
  • 63. Case Studies: Budweiser’s Bud United Show Your True Colors • In 2010, in honor of the World Cup, Budweiser launched a Facebook campaign designed to “help Budweiser drinkers around the world get closer to the game”. Budweiser created a new Facebook page, Bud United, specifically for this campaign. • The “Paint Your Face” application allowed Facebook users to choose colors based on the World Cup team they supported and then have their profile picture image covered in those colors. • The campaign also featured fans from each of the 32 countries playing living in a reality TV-style house in South Africa, where they’d report back from to their country. Source http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  • 64. Case Studies: Budweiser’s Bud United Show Your True Colors • The campaign was launched globally and was created for multiple regions. • During the first days of the World Cup, 6 people per minute “Liked” the page, and 2.7 million people virtually painted their faces. • By the end of the campaign, more than 900,000 people clicked to “Like” the Bud United page. Source http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  • 65. Case Studies: Budweiser’s Bud United Show Your True Colors • In addition to print and TV ads in many markets, Budweiser also purchased both Premium Page Ads to appear on the Facebook homepage and Marketplace Ads to appear on users’ profile pages. • The Facebook ads targeted Facebook users who weren’t already fans of the Budweiser Facebook page and who had listed “sports” and “beer” as interests in their profile. Source http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  • 66. Case Studies: Budweiser’s Bud United Show Your True Colors • Key Insights – By creating a unique and fun application, Budweiser was able to keep its current fan base engaged with something new. – Budweiser, the official beer of the World Cup, chose a strong partner to extend its reach throughout the social sphere. People who already were connected to the World Cup but not to Budweiser were able to make a new connection to the beer brand. – The campaign had strong virality by creating a visual representation of participation in the campaign through the unique “face paint” colors displayed on users’ Facebook profiles. In this sense, the campaign was self- spreading. Source http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  • 67. Case Studies: Budweiser’s Bud United Show Your True Colors • Key Insights – By creating multiple aspects to the campaign, including the fans reporting back from South Africa, Facebook users were enticed to stay up- to-date with the campaign and keep checking back in. – The fan reporting added a personalized aspect to the campaign and made Budweiser fans who couldn’t travel to South Africa for the World Cup still feel connected to the World Cup and Budweiser’s involvement with it. Source http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  • 68. Case Studies: Coca-Cola • Coca-Cola is currently the third most popular brand page on Facebook, after Facebook and YouTube. • Users who click on Coca-Cola’s Facebook page land on Coca-Cola’s Facebook Home tab. Users who don’t already “Like” the page are prompted to “Like” the page within the graphic. • The Home tab includes a charity initiative; links to Coca-Cola’s Twitter, YouTube and Flickr accounts; Facebook fan-generated photos of Coca-Cola; a video about the Coca-Cola Facebook page creators; and links to website components, including recycling information, a product list and an “Ask Coca-Cola” section.
  • 69. Case Studies: Coca-Cola • Coca-Cola’s Facebook Page contains a House Rules section, which explains the correct protocol for posting on the Coca-Cola Facebook page and explains what kinds of materials may be monitored or removed.
  • 70. Case Studies: Coca-Cola • Coca-Cola allows their Facebook fans to upload photos containing the Coca-Cola product and tag Coca-Cola in the photos. • Fans with especially creative photos are featured in the Home tab, in the “Fan Highlights” section. • Other photos on the page come from Coca-Cola- sponsored events.
  • 71. Case Studies: Coca-Cola • Coca-Cola’s Videos section of its Facebook page is filled with diverse offerings, ranging from commercials, to campaigns for its World Wildlife Fund partnership, to live events featuring the Coca-Cola brand. • The Facebook page features hundreds of Coca-Cola videos. • Videos are not labeled with titles or tags, so users must click on each video to see what it’s about.
  • 72. Case Studies: Coca-Cola • Coca-Cola let two of its biggest fans create its Facebook page. The duo now star in a variety of videos housed on the page, and their story gets its own tab on the page.
  • 73. Case Studies: Coca-Cola • The Coca-Cola Facebook page has links to several other campaigns featured in its left-hand rail, including a donation center for the World Wildlife Fund, videos from the brand’s Where Will Happiness Strike Next? Project and an application that allows you to give a virtual Coke to a Facebook friend.
  • 74. Case Studies: Coca-Cola • Key Insights – Coca-Cola’s Home tab has all the pertinent information a typical Facebook user/social media lover could want. – By positioning Coca-Cola’s social good campaign, a polar bear refuge initiative, at the top of the Home Tab, Coca-Cola shows its Facebook fans charity work and wildlife are important to the brand. – If your Facebook fan cares about your Facebook page and visits often, it’s likely that fan will also be interested in your brand’s other social media outlets, such as Twitter, YouTube and Flickr. Putting those links on your Facebook landing page helps all your outlets grow. – The Home tab includes fan-generated content, showing Coca-Cola values its fans’ creativity and passion about its brand. It also entices fans to submit their own content for consideration for placement on the Facebook page. – Coca-Cola may be the most well-known brand in the world, but it let two regular fans create its highly visible Facebook page. Once again, this shows Coca-Cola’s investment in its fans and loyalty to its customers.
  • 75. Case Studies: Coca-Cola • Key Insights – Coca-Cola also features all its important website links. While the Facebook page does serve to drive traffic back to the website, Coca-Cola’s Facebook page also ensures all important information about its brand gets to customers who might not visit the official website. – Adding a House Rules section to your brand’s Facebook page ensures Facebook users foster a welcoming and positive social environment for other users and also protects the brand from customers who may be angry about removal of their posts from your Facebook page. – Creating Facebook applications to feature your brand’s campaigns makes Facebook fans spend more time on your Facebook page as well as learn more about activities your brand is participating in.
  • 76. Case Studies: M&M’s Pretzel • In spring 2010, in honor of its new M&M’s Pretzel product, Mars Chocolate North America launched its biggest new product launch in a decade. • In April 2010, a month before the official launch of M&M’s Pretzel, Mars developed a Facebook application called the M&M’s Pretzel Vending machine. This application enabled 40,000 of the brand’s Facebook fans to sign up to receive a free sample of the product, provided on a first-come-first- served basis. • After fans signed up for the sample, they were able to invite two of their friends to also sign up for the Source sample. http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
  • 77. Case Studies: M&M’s Pretzel • Besides the free sample given out through Facebook, Mars launched an additional campaign that featured American Idol finalists singing inside a giant M&M’s during a live webcast. • The campaigns were also supported by M&M’s- themed videos. Source http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
  • 78. Case Studies: M&M’s Pretzel • Through Facebook, M&M’s distributed 120,000 samples within 48 hours. • During the campaign, the number of people connected to the M&M’s U.S.A. Facebook page increased to 9%. • After the campaign ended, chatter about M&M’s Pretzel continued on the M&M’s U.S.A. page. Source http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
  • 79. Case Studies: M&M’s Pretzel • Key Insights – Social sharing works. By allowing participants to invite their friends to also get a free sample, Mars created an effective campaign based on organic sharing, with people who genuinely enjoyed the product to spread the word and act as digital marketers themselves. – Freebies make Facebook users happy. Free goods given out as rewards for your Facebook fans makes them more loyal to your brand, both as consumers and in the social sphere. It’s also beneficial to reward Facebook fans because that shows them your brand values them and wants to give them an incentive to follow you on Facebook. Source http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
  • 80. Case Studies: M&M’s Pretzel • Key Insights – Launching multiple campaigns tied to one product makes Facebook fans return to your page to check in on what’s new. – Partnering with another well-known brand, such as American Idol in this campaign, can give your Facebook campaign an extra push and alert a new audience to your product. – Giving your product a personality, such as the talking M&M’s Pretzel, gives your campaign a unique voice that might make Facebook users more personally invested in the campaign. Source http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
  • 81. Case Studies: 1-800-Flowers.com Valentine’s Day • For Valentine’s Day 2011, 1-800-Flowers.com launched a Facebook Ads campaign with a Facebook Credits promotion to drive Valentine’s Day flower sales • Besides the paid campaigns, 1-800-Flowers.com integrated its products into Facebook, allowing Facebook fans to vote on their favorite arrangements. The application also displayed Facebook friends’ birthdays and offered gift suggestions for each friend with an upcoming birthday. Source http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  • 82. Case Studies: 1-800-Flowers.com Valentine’s Day • One Facebook Ad campaign run by 1- 800-Flowers.com offered Facebook fans 50 Facebook Credits (for Facebook games) as well as a 15 percent off code for Facebook fans. • Another Facebook Ad campaign run by 1-800-Flowers.com showed Facebook users friends who had interacted with the 1-800-Flowers.com Facebook page. • Another form of a Sponsored Stories ad by the page displayed Wall Posts by the 1-800-Flowers.com Facebook page. Source http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  • 83. Case Studies: 1-800-Flowers.com Valentine’s Day • 1-800-Flowers.com received 4,000 transactions through the Facebook Credits promotion. • The Valentine’s Day campaigns increased engagement with posts to its Wall by 250 percent. • The number of people who logged on to the 1- 800-Flowers.com site using their Facebook credentials increased by 400 percent. Source http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  • 84. Case Studies: 1-800-Flowers.com Valentine’s Day • Key Insights – Make your products social by using Facebook. Add Facebook “Like” buttons to products to allow your customers to give you direct feedback, while also sharing their opinion with their networks of friends. – Allow customers opportunities to purchase your products through your Facebook page. – Facebook Ad Sponsored Stories, according to 1-800- Flowers.com, offer a more personalized way of marketing because Facebook users are taking their own Facebook friends advice on purchase decisions. Source http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  • 85. Case Studies: 1-800-Flowers.com Valentine’s Day • Key Insights – Integrating a Facebook Ad campaign into an existing Facebook product, such as a game, shows off your product to a whole new audience and keeps Facebook fans engaged with your product. – Using Facebook fans’ input as a way to determine marketing initiatives makes those campaigns more effective. Source http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  • 86. Case Studies: Old Spice • Old Spice currently has nearly 2 million Facebook fans • Users who click on the Old Spice Facebook page are directed to whatever current promotion the brand is running. Currently, users are directed to a video for Old Spice’s new Bear Deodorant Protector, which also includes a “Buy It” link that directs fans to Old Spice’s official website.
  • 87. Case Studies: Old Spice • Old Spice allows fans to tag the brand in their photos and videos, which then are displayed on the Old Spice Facebook fan page. • The Videos section on the Facebook page contains commercials, fan-made videos and marketing videos. For all official Old Spice commercials, a link to the brand’s YouTube page is listed below in the caption section.
  • 88. Case Studies: Old Spice • The Facebook Fan Page also links to the Old Spice store, with links to the Old Spice website; a link to download Old Spice-themed wallpapers; a link to nearly 100 short viral videos Old Spice has created for its marketing efforts; Old Spice- themed polls; and a customized wake-up call for women with a certain name.
  • 89. Case Studies: Old Spice • Key Insights – To get people excited about your current campaign, feature that as a tab Facebook users land on when they log on to your page. – If your brand sells products, enable Facebook fans to click over to your website to purchase them. – Feature fan-made content on your Facebook page to encourage fans to interact with your page and aid in viral marketing efforts.
  • 90. Case Studies: Old Spice • Key Insights – Add fun custom applications to your page to keep existing customers interested in your brand. – Display all your brand’s videos on your Facebook page, and link to the original site the videos came from to encourage Facebook fans to interact with your other social media sites. – Create an engaging brand personality, such as the Old Spice men, to act as infectious brand ambassadors that Facebook fans like and talk about. – Show your Facebook fans you value their opinions by creating Polls based on your products.
  • 92. Facebook Videos • Facebook Timeline- http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=channel_video_title (September 22, 2011) • Facebook Composer- http://www.youtube.com/watch?v=dES9_n7ou8w (August 22, 2011) • Facebook Profile- http://www.youtube.com/watch?v=a6Ca9V56BY0 (August 23, 2011) • Facebook Location- http://www.youtube.com/watch?v=CAEFhu1eZSA (August 22, 2011) • Facebook Home Page Tour- http://www.youtube.com/watch?v=kiqjLN9zL0g (February 10, 2010) • How Facebook Social Plugins Work- http://www.youtube.com/watch?v=qOseOMIHGpA&feature=relmfu (June 7, 2010) • How Advertising Works on Facebook- http://www.youtube.com/watch?v=4A227Cr_Iwc&feature=relmfu (July 14, 2010) • New Facebook Groups- http://www.youtube.com/watch?v=I6ud_SZARCs&feature=relmfu (October 6, 2010)
  • 93. Citations • http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace- twitter/227569/ • http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf • http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf • http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf • http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow- brands/?view=socialstudies • http://www.businessweek.com/technology/content/jan2011/tc2011016_998330. htm • http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ • http://www.facebook.com/note.php?note_id=401579870775 • http://www.facebook.com/press/info.php?factsheet • http://www.facebook.com/press/info.php?timeline • http://fbforbusinessmarketing.com/2011/09/05/facebook-welcome-tab-why/ • http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/ • http://mashable.com/2011/12/14/eyetracking-facebook-brand- pages/?WT.mc_id=obinsite
  • 94. Citations • http://mashable.com/2011/06/28/facebook-advertising-infographic/ • http://mashable.com/2011/04/06/facebook-engagement-data/ • http://mashable.com/2011/09/12/facebook-event-planning/ • http://mashable.com/2011/10/21/facebook-infographic/ • http://mashable.com/2011/08/29/facebook-marketing-restaurants/ • http://mashable.com/2011/12/18/social-consumers-infographic/ • http://www.morpace.com/Omnibus-Reports/Omnibus%20Report- Facebooks%20Impact%20on%20Retailers.pdf • http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank- Facebook-s-Quality-Score-for-Wall-Posts • http://www.socialbakers.com/facebook-apps-and-developers/ • http://www.socialbakers.com/facebook-pages/ • http://www.socialbakers.com/facebook-pages/brands/ • http://www.socialbakers.com/facebook-pages/media/ • http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited- 2011-statistics • http://techcrunch.com/2010/04/22/facebook-edgerank/