How can Facebook meet business as well as social interaction needs? Originally intended for the construction industry, most of the points in this presentation apply to other business sectors.

1. facebook: is it only a
social tool?
by Danielle Sheerin

2. hello! I’m Danielle Sheerin
i’m a social media consultant at
nixonmcinnes

3. we help connect brands with people
through the social web
nixonmcInnes is a leading social media agency
specialising in using the very latest in social media
innovation to help businesses engage better with their
customers
the UK’s largest dedicated team of social media
specialists: founded in 2000
thought leaders: instigators of ‘Measurement Camp’

4. a little bit of social proof :)

5. let’s talk facebook

6. hands up who
has a facebook profile?
has used facebook in the last week?
works for a company with a facebook presence?
can measure (and confidently explain) the value?

7. let’s start with what it is and why it is
important

8. facebook is the wildly popular, free social networking site
that combines the best of blogs, online forums and groups,
photosharing, clever applications and interaction among
friends

9. facebook is about connecting and sharing – it is viral

10. facebook started as student site and its focus remains
connecting groups and staying in touch.
because of this it retains the link between the individual
and their profile.
this provides an authenticity – you always know who you
are talking to in facebook.

11. some stats (wow! not yawn )
350 million active users worldwide, 19m in the UK
and its not just teens!
Source: clickymedia.co.uk

12. facebook has strong user engagement
facebook is part of the daily routine for users
Daily
25 mins per day 2 visits per day 50% return daily
Source: Comscore Dec 2008 & Facebook Internal Data, Feb 2009

13. what are people doing?
Source: North American Technographics Media and Marketing Online Survey, Q3 2007

14. “The power to define and control a brand is
shifting from corporations and institutions to
individuals and communities”

15. what are the opportunities for businesses?
Connect brands with mass & niche audiences
Share new content & info with friends
Open products up to a conversation on Facebook

16. facebook elements
profiles – your personal front to the world
groups – your special interest front to the world
pages – your business front to the world
ads – your sales front to the world

17. facebook profiles
personal front to the
world
this is not where you
conduct business!
make friends and
build connections
feed your wall from
other sources
use lists to organise
your contacts

18. feed your wall from other sources
post stories relevant
to your industry
post links to
interesting content

19. use facebook lists to organise
your contacts

20. facebook groups
special interest front
to the world
quick and easy to set
up
can foster a strong
sense of community
join and participate in
others’ groups
create groups and
invite your friends

21. things you can do with a facebook group
promotions
campaigns
consultations
events
employee hubs

22. setting up a facebook group
make sure anyone
can join
fill in all fields
include keywords for
Start here easier search
incorporate events
send messages

23. how to create a GREAT facebook group
setup your group
correctly
ensure your group
has a clear purpose
remember your
audience
create engaging
content
make new friends
update your content
and engage with your
members

24. facebook pages
business front to the
world
scaleable – can be
basic or customised
can be used to
present a range of
messaging
built in insight tools
allow measurement
and tracking
promote your page
with your marketing
materials

25. things you can do with a facebook page
showcase work
industry comment
and insight
company newsroom
recruitment
customer interaction
just about anything
else you want!

26. anatomy of a Facebook page
anyone can become a
fan
company logo and
basic info
controllable wall
where you can your
fans can post content
customisable tabs for
photos, events,
videos or build your
own functionality

27. example of a customised tab

28. setting up a facebook page
use your own profile
to create it
add as much
company info as
possible
Start here
add some content to
your page before you
publish it
enhance your page
with apps

29. enhance your page
with apps
http://mashable.com/2009/01/22/business-facebook-apps/

30. how to create a GREAT facebook page
remember your
audience
be creative
promote your page
maintain and enhance
your page
check your analytics

31. check your analytics
Facebook insights

32. facebook is about connecting and sharing – it is viral

33. viral content
facebook is viral
but creating
genuinely viral
content is challenging
good virals are often
clever/amusing/contr
oversial but the
audience should
always be at the heart
remember the goal of
your viral!

34. breast cancer awareness
bra colour status updates
viral
rage against the machine for Xmas
no#1 viral

35. facebook ads
sales front to the
world
can be targeted to
your audience
can be used to
promote a page,
events or offline
service

36. Use fan ads to recruit new fans
use video ads to promote work
and elicit comment
use poll ads to generate
conversation

37. creating a facebook ad
make every word
count
explain the value in
the title
decide where your ad
Start here sends people
target your ad to your
audience
decide your budget
test and tweak your
ads

38. so, to summarise, facebook can help
your business with
networking consultations
intelligence recruitment
brand awareness Internal comms
promotions customer service
creating a showcase thought-leadership
pr sales
lead generation market research

39. that’s all very well, but how do
we know if its working?

40. facebook metrics
how many fans/group members do you have? Is it
growing?
how engaged are they?
are you reaching the right audience?
how does this relate to offline activity?

41. finally, some dos and don’ts

42. do
be authentic and human
post content regularly - who is responsible?
engage with your contacts (and I mean properly!)
measure your success
be patient!

43. don’t
forget your audience
lose sight of your objective
spam your audience
lose momentum

44. find out more
www.nixonmcinnes.co.uk