Webinar to the Canadian Newspaper Association, Tuesday November 9th, 2010

1. Facebook & Beyond:
Advanced Options

2. Your Guide Today

3. Your newspaper has a Facebook page
and a strategy for attracting
audiences.

4. The next step is maintaining regular
interaction and then monitoring your
reader behaviour.

5. Strategic Planning

6. Social Media Strategic Planning
 Objectives
 Target Audience
 Strategy & Tactics
 Measurement

7. Facebook Objectives
 Increase readership
 Attract advertisers
 Add value to advertisers
 Test new business models

8. Facebook Audit
 Who are your current users
− Age, gender, location
− Interaction (day, time, content)
− Types of media

12. Strategy / Tactics (examples)
 Increase awareness / build network
− Targeted Advertising
− Viral promotions
− UGC / CGC
 Add value for advertisers
− Promote advertisers
− Integration
− Coupons / specials

13. Let’s Talk Details

14. Strategy Breakdown
1. Content
2. Engagement
3. Management
4. Measurement

15. SM Strategy Breakdown
1. Content
− You’ve got it in spades. Now what?
− Delivery methods / frequency
− Listen & watch
− Discussion – encourage it
− Personality – have one

19. SM Strategy Breakdown
2. Engagement
− Determine tools (Sysomos, Wildfire)
− Network building (Find people, engage
on relevant pages)
− Social media ready website

21. What to update…
 A blog post
 An event
 Ask a question / get feedback
 Comment on a post
 Post to other Pages…

23. Are you answering the phone?

26. SM Strategy Breakdown
3. Management (tools & systems)
− Incoming & Outgoing
− Identify resources
− Hootsuite / Sysomos / Facebook for
iPhone & Blackberry

30. 1+1=3

31. Outposts
Base Camp

32. SM Strategy Breakdown
4. Measurement
- Google analytics
- Facebook insights

34. 5 things
you can do
today

35. 1. Customize Your Page
• Custom icon
• Vanity URL
• Custom Tabs

42. 2. Add Custom Tabs
• Custom content & functionality
• Replicate your website
• Leverage existing content (blog, news,
RSS)

44. Creating a Custom Tab
• Install “Static FBML”

45. Creating a Custom Tab
• Go to the main page and click “Edit Page”
• Select the FBML application and click on the
pencil icon to begin editing.

46. Creating a Custom Tab
• Name the box and add your html or text.
• Save changes.

47. Creating a Custom Tab
• Go back to your page and add the tab.

48. Creating a Custom Tab
• Loading the customer tab first.

51. 3. Add a Few “Apps”
• Find existing apps
– Most popular
– Add value
• Building custom apps
– Seamless integration
– Branded
– Go viral

55. 4. Contest & Sweepstakes
Promote & monetize user generated content
– Drive engagement
– Leverage the viral factor
– Acquire new fans

61. 4. Integrate SM Tools
• “Local Social” is the current rage
– Foursquare
– Facebook places
– Twitter / YouTube

65. 5. Facebook Advertising
• Attract readers
• Value-add for advertisers
• Reseller

67. Let’s Review

68. Let’s Review
 Develop your strategy
 Identify internal resources
 Define metrics & track religiously
 Listen
 Engage
 Add value
 Test, track and tweak…

69. Thank You
Chris Burdge
250-508-7761
chris@bwest.ca
SPECIAL CNA Member OFFER
50% off a 1-hour consultation
Details at www.bwest.ca/CNA