4 mastering social media facebook
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4 mastering social media facebook
- 1. ENERGISE2-0.COM Mastering Social Media Workshop 3 Implementation and Performance Measurement (Facebook) Alan Stevenson Dr Jim Hamill Vincent Hamill www.energise2-0.com January, 2012
- 2. Focus Key issues in implementing your social media strategy – Channel Action Plans – Performance Measurement ENERGISE2-0.COM
- 3. Channel Action Plans • Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel • Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc • But not ‘Paralysis by Analysis’ • The Action Plan for each channel should include a clear statement of….. ENERGISE2-0.COM
- 4. Channel Action Plans • Vision • Channel Objectives • KPIs and Targets • Customers • Key Channel Actions and Initiatives for ‘getting there • Organisation, resource and people issues • Tools and applications • Performance measurement • Do’s and Don’t’s ENERGISE2-0.COM
- 5. Key Questions to Address Channel Vision and Objectives • What is your overall vision for this channel? • What are the main objectives to be achieved? Are these closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document) • What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? ENERGISE2-0.COM
- 6. Key Questions to Address Channel Actions • The Basics – for each channel, are you happy with - Page Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration • Key Success Factors – the ‘4Cs’ approach – Customers – Content – Conversations – Conversion ENERGISE2-0.COM
- 7. Key Questions to Address Tools and Applications • What tools and apps should I use for this channel Organisation, People and Resource Aspects • Do we have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? Performance Measurement • How should we measure channel performance and business impact? ENERGISE2-0.COM
- 8. Agenda • Action Plans for Successful Channel Development – Twitter – Facebook – Linkedin (Guest Speaker – Paul Mcomish) – Blogging (briefly) • ‘Stop and Reflect’ Exercises/ Channel Templates • Same principles apply across all channels – ‘Be social before doing social’ ENERGISE2-0.COM
- 10. Channel Development • Facebook – An Overview • Channel Set-Up and Terminology • Integration Options • The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions • Facebook Tools and Applications • Performance Measurement ENERGISE2-0.COM
- 11. Facebook Overview ENERGISE2-0.COM
- 12. Facebook – what is it? • Facebook www.facebook.com is a social network service and website launched in February 2004 • Facebook allows users to do the following: – create profiles with photos, lists of personal interests, contact information, and other personal information. – communicate with friends and other users through private or public messages and a chat feature. – Join, “like” or run common interest groups or pages (organized by business or brand) – advertise across the platform Source: Wikipedia and The Authors ENERGISE2-0.COM
- 13. Facebook Pages - Business Benefits 1. Customer loyalty, repeat business, referral, ‘advocacy’ 2. Increased sales (sales / month) – F-Commerce 3. Improved marketing effectiveness/efficiency 4. Reputation/brand management 5. Improved customer/market knowledge and insight 6. Others? ENERGISE2-0.COM
- 14. Facebook • Whats changed (50 recent articles) • http://energise2-0.com/2011/09/27/new-facebook-changes- the-best-recent-articles/ ENERGISE2-0.COM
- 15. Stop & Reflect Facebook Exercise 1 Vision and Strategy What do you want to use it for? What business benefits do you hope to derive? How will Facebook help you achieve your core business objectives? What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? ENERGISE2-0.COM
- 16. Facebook ENERGISE2-0.COM
- 17. How big is it? ENERGISE2-0.COM
- 18. The most important stat is whether your most valuable current and potential ‘customers’ are hanging out on Facebook ENERGISE2-0.COM
- 19. A Typical Facebook Profile: Wall ENERGISE2-0.COM
- 20. Wall becomes Timeline… • https://www.facebook.com/about/timeline ENERGISE2-0.COM
- 21. Profile: News Feed ENERGISE2-0.COM
- 22. A Typical Facebook Page ENERGISE2-0.COM
- 23. Facebook Pages -Key Features • Individuals can ‘Like’ pages, this action appears on the News Feed of their friends. Individuals can post, like (a post), comment, and share. • FB Pages send status updates that appear in a likers’ homepage; FB Pages can post, like, comment and share*. • FB Pages access in-house analytics, Facebook Insights and can have multiple administrators • FB Pages are free and are unlimited in terms of likers. They can control the landing page a user first sees. • FB Pages have SEO benefits - featuring high in search results for your brand or product. Source: The Authors and Mokomarketing.com on Scrbd ENERGISE2-0.COM
- 24. Facebook Pages • Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels • It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships • Adopt a ‘customer led’ approach ENERGISE2-0.COM
- 25. Getting Started • Go to Facebook. Click on the “Create a Page" • Choose a category. Choose between: “local business or place”, “company, organisation or institution”, “brand or product”, “artist, band or public figure”, “entertainment”, “cause or community”. Choose a sub-category. And complete business details. • Link to a Facebook Account. Update your Page across: Category/ page name; Image; Photo Showcase; Default Filter; Admin View; Settings; Basic Information; and Permissions • Suggest your Page to others • See if your contacts are on Facebook. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts ENERGISE2-0.COM
- 26. Features and Functions • Posts • Comments • Likes • FBML Pages and Landing Pages • Main Navigation • Suggest to a Friend • Adverts ENERGISE2-0.COM
- 27. Features and Functions Photo Logo Showcase Post or Status Update Comment Main Navigation and Likers ENERGISE2-0.COM
- 28. Category Facebook Ads Custom Pages ENERGISE2-0.COM
- 29. Features and Functions Sort by Top Posts Logo Link added Wall Likes Comments ENERGISE2-0.COM
- 30. Applications ENERGISE2-0.COM
- 31. Integration Options ENERGISE2-0.COM
- 32. • You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube ENERGISE2-0.COM
- 33. Facebook Likes ENERGISE2-0.COM
- 34. Facebook + Websites / Blogs • Like buttons (update Facebook profile when clicked) • Activity button (show what friends are doing on the site) • Add Comments (add comments to any web page) • Recommendations (suggestions for web pages) • Like box (view Facebook Page stream from website) • Website Login / Registration authentication through Facebook ENERGISE2-0.COM
- 35. Facebook and Twitter • Publish Tweets on Facebook • Publish Facebook Status Updates on Twitter ENERGISE2-0.COM
- 36. Stop & Reflect Facebook Exercise 2 Make sure you understand the following terms: – Layout: Profile, Page, Wall, News Feed, Account Settings, Search – Design – profile images - can be customised – Like (Page) – Post – Like (Post) – Comment – Share – FBML / Integration – Applications ENERGISE2-0.COM
- 37. Key Success Factors The 4Cs of Building a Successful Facebook Channel ENERGISE2-0.COM
- 38. The 4Cs Framework • Customers – engage with the right ‘customers’ and build your community • Content – be ‘customer led’ and add value • Conversations – Facebook is not a broadcast channel. It is marketing as a ‘conversation’ • Conversions – the ‘call-to-action’; core business objectives ENERGISE2-0.COM
- 39. Stop & Reflect Facebook Exercise 3 Facebook Exercise 3 Who are your customers – who do you wish to engage with on Facebook? ENERGISE2-0.COM
- 40. Building Your Community • Use ‘Friend Finder’/ ‘People You May Know’ to send friend request to five people • Use the search facility to join/‘like’ three relevant groups/pages • Explore the potential Return on Investment from Facebook Advertising • Invite friends by email using ‘Invite Friends’ • ‘Suggest to Friends’ ENERGISE2-0.COM
- 41. Building Your Community • Embed Facebook widget/link on your web site/blog • Invite your email/ezine subscribers • Add social media profiles to your email signature file • The potential for running an incentivised Facebook Advert • Add page link/badge to your profile page ENERGISE2-0.COM
- 42. Building Your Community • Actively participate in relevant groups/pages – tagging your post • Offline marketing of your Facebook Page • Think about the best way of creating a viral campaign • Once you reach 25 ‘likers’, register your own unique address – www.facebook.com/username ENERGISE2-0.COM
- 43. Content • Frequency – how often to post or update • Topic – 5 key topics focusing on key customer groups • Type (update, video, image) – mix it up, photos and videos can be more engaging • Own/Other Peoples Content (OPC) – look for other content to share • Tone/theme – friendly, informal, warm, welcoming, advisory, facilitative, authoritative • Sources of Inspiration – have some examples of your ideal page • Participation in other groups/ pages – comment and interact more widely ENERGISE2-0.COM
- 44. Conversations • Engage in other relevant FB pages/groups • Look for opportunities to stimulate a discussion and encourage user generated content on your own Page • Encourage shares, likes and comments • Create a Response Policy for FB (perhaps a wider initiative across all channels) ENERGISE2-0.COM
- 45. Engagement • For status updates, try ending with a question. • Add your own comments as needed to get the ball rolling. • Come back and reply often to your fans’ comments • Agree an appropriate Response Policy ENERGISE2-0.COM
- 46. Stop & Reflect Facebook Exercise 4 Evaluate your current Content/Conversation approach? Make recommendations for improvement ENERGISE2-0.COM
- 47. Conversion • Look for opportunities to make a sale, generate an enquiry, create a referral • Be subtle • Facebook is not a sales channel ENERGISE2-0.COM
- 48. Managing Facebook ENERGISE2-0.COM
- 49. Managing Facebook • Third-Party Software can make managing one or more Facebook Pages easy. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the same application on your desktop and your mobile phone – Hootsuite http://hootsuite.com – TweetDeck http://www.tweetdeck.com – MediaFeedia http://mediafeedia.com – HyperAlerts http://www.hyperalerts.no ENERGISE2-0.COM
- 50. Hootsuite ENERGISE2-0.COM
- 51. Hootsuite Hootsuite amongst the first to have a mobile client for Facebook Pages ENERGISE2-0.COM
- 52. Stop & Reflect Facebook Exercise 5 Review and evaluate some of the Facebook Tools and Applications listed on our blog ENERGISE2-0.COM
- 53. Performance Measurement ENERGISE2-0.COM
- 54. Performance Measurement • It is critical to measure the performance of your Facebook activities • This can be done in two ways – ‘lag’ and ‘lead’ measures • ‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc • ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives • These could include.... ENERGISE2-0.COM
- 55. Performance Measurement • Involvement – the number and quality of people involved in Facebook • Interaction – the number of comments and likes • Intimacy – the affection or aversion to Jacobite Cruises on Facebook • Influence – recommendation in terms of shares on Facebook • Insight – actionable insight on the Facebook Page • Impact – sales recorded on GA, enquiries There are a number of tools available for monitoring your Facebook performance, including: ENERGISE2-0.COM
- 56. Facebook Insights • New insights include a statistic called “Talking About this” • http://searchengineland.com/demystifying-facebooks-people- are-talking-about-this-metric-96104 ENERGISE2-0.COM
- 57. SocialBakers ENERGISE2-0.COM
- 58. Export.ly ENERGISE2-0.COM
- 59. Stop & Reflect Facebook Exercise 6 Use one or more of the following tools to monitor the performance of a Facebook Page of your own choice • Facebook Insights http://www.facebook.com • Social Baker http://www.socialbakers.com • Hootsuite http://hootsuite.com • Export.ly http://export.ly ENERGISE2-0.COM
- 60. Stop & Reflect Facebook Exercise 7 Organisation, People and Resource Aspects Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? ENERGISE2-0.COM
- 61. Facebook Do’s and Dont’s ENERGISE2-0.COM
- 62. Do’s and Don’t’s • Don’t Get Too Personal – On a Facebook Page you are representing a company or brand - keep the conversations warm but professional • Don’t Overpost – Always try to create valuable, engaging posts. Make music not noise • Don’t Under-Post – Your customers are there for an engaging experience, don’t neglect your Page or the needs of your network! ENERGISE2-0.COM
- 63. Do’s and Don’t’s • Do look for opportunities to engage – Always look for opportunities to widen out the conversation – be a good facilitator • Do - be attentive – Respond as quickly as possible – within hours not days. • Do let people know you exist – Don’t be afraid to promote your Page offline and online • Do engage on other Pages – Where your customers hang out ENERGISE2-0.COM
- 64. Thank You Questions ENERGISE2-0.COM
Notes de l'éditeur
- Fans on a Facebook page can post photos, videos, links, discuss topics on the discussion board and comment on the Page wall – all depending on the settings outlined by the Page administrator/owner.Pages send status updates that appear in a fans’ Homepage. Friends can then Comment or ‘Like’ a status update that they find entertaining – which means increased engagement for the Page.When individuals ‘Like’ a Facebook Page the action appears in the news stream and Highlights section of the Homepage of the friends of the fanPages take advantage of Facebook’s in-house analytics engine, Facebook Insights. Facebook Pages can also have multiple administrators, meaning that the responsibility for uploading, moderating and updating content can be shared between several individuals. It is important to point out that any actions taken from your Facebook account as a Page administrator on your Page will show the Page’s name as the actor and not your personal name. Therefore Pages have the ability to comment on their own posted item or status update using the identity of the Page and not the Page administrator.Additional benefits of Facebook Pages are that they cost nothing to set up and there are no monthly fees for maintaining a Facebook Page. Pages can also become fans of other Pages, thus helping Pages affiliate themselves with other brands in a product line or public figures. Pages also have SEO benefits because they show up very high in search results for your brand or product. One is also able to control the default landing page tab when a user visits your Facebook Page.No limit to the number of fans of a Facebook Page
- (a) A variety of Like buttons, potentially on each page of the website which will update Facebook Profile of website visitor when clicked. If the site is not going to be content rich this is less useful. If however, there is some killer content on the website that we would like to provide a viral effect, this could be relevant. For example, a Deals page or some such thing. (b) Activity button can show what friends are doing on the site (from the site). This is again more useful for information rich sites where there may be 1200 people and 10 friends that visit or have visited the site which influence how you navigate. (c) Can add a Comments element to any web page which updates a Facebook Profile. Feels less relevant for a site that isn't information intensive or blog style. (d) Recommendations - personalised suggestions for pages on your site they might like. Again geared towards heavy content sites.(e) Like box - like page and view stream directly from website. This is the sort of thing that could tie the website more closely to the FB presence. It is an embeddable Facebook Page. Perhaps more relevant for the Blog, if possible.(f) Other functions are around sites that have Sign ups or Registrations, again less relevant.- Login button- Registration - using FB for authenticationSource: http://developers.facebook.com/docs/plugins
- A. Publish Tweets on FacebookHere is the most popular Twitter Facebook Application. Use the Twitter for Facebook app to:* find and follow your Facebook friends who tweet* post your tweets to your Facebook profile or Facebook page* encourage your Facebook friends to follow you on Twitter http://www.facebook.com/apps/application.php?id=2231777543#!/apps/application.php?id=2231777543&v=infoOr be more selective in terms of which tweets are updateshttp://apps.facebook.com/selectivetwitter/B. Publish Facebook Status Updates on TwitterChoose which pages and which status updateshttp://www.facebook.com/twitter/
- Facebook Insights gives you key metrics such as the number of fans added per day, number of fans lost per day, unique views, page views, total fans, number of wall posts, photo views, video plays, audio plays, number of reviews and total interactions metrics. Facebook Insights is designed to tracks the effects of your Page promotion campaigns and does an adequate job.