Facebook - Is It Only A Social Tool
-
Upload
nixonmcinnes -
Category
Business
-
view
2.244 -
download
1
description
Transcript of Facebook - Is It Only A Social Tool
facebook: is it only a social tool?
by Danielle Sheerin
hello! I’m Danielle Sheerin
i’m a social media consultant at
nixonmcinnes
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’
a little bit of social proof :)
let’s talk facebook
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?
let’s start with what it is and why it is important
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
facebook is about connecting and sharing – it is viral
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.
350 million active users worldwide, 19m in the UK
some stats (wow! not yawn()
and its not just teens!
Source: clickymedia.co.uk
25 mins per day
Source: Comscore Dec 2008 & Facebook Internal Data, Feb 2009
2 visits per day 50% return daily
Daily
facebook has strong user engagement
facebook is part of the daily routine for users
what are people doing?
Source: North American Technographics Media and Marketing Online Survey, Q3 2007
“The power to define and control a brand is shifting from corporations and institutions to individuals and communities”
Connect
Share
Open
brands with mass & niche audiences
new content & info with friends
products up to a conversation on Facebook
what are the opportunities for businesses?
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
facebook profiles
personal front to the world
make friends and build connections
this is not where you conduct business!
use lists to organise your contacts
feed your wall from other sources
feed your wall from other sources
post stories relevant to your industry
post links to interesting content
use facebook lists to organise your contacts
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
things you can do with a facebook group
campaigns
consultations
events
employee hubs
promotions
setting up a facebook group
make sure anyone can join
fill in all fields
include keywords for easier search
incorporate events
send messages
Start here
how to create a GREAT facebook group
setup your group correctly
remember your audience
create engaging content
make new friends
update your content and engage with your members
ensure your group has a clear purpose
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
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!
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
example of a customised tab
setting up a facebook page
use your own profile to create it
add as much company info as possible
add some content to your page before you publish it
enhance your page with apps
Start here
enhance your page with apps
http://mashable.com/2009/01/22/business-facebook-apps/
how to create a GREAT facebook page
remember your audience
be creative
promote your page
maintain and enhance your page
check your analytics
check your analytics
Facebook insights
facebook is about connecting and sharing – it is viral
viral content
facebook is viral
but creating genuinely viral content is challenging
good virals are often clever/amusing/controversial but the audience should always be at the heart
remember the goal of your viral!
breast cancer awareness bra colour status updates viral
rage against the machine for Xmas no#1 viral
facebook ads
sales front to the world
can be targeted to your audience
can be used to promote a page, events or offline service
Use fan ads to recruit new fans
use video ads to promote work and elicit comment
use poll ads to generate conversation
creating a facebook ad
make every word count
explain the value in the title
decide where your ad sends people
target your ad to your audience
test and tweak your ads
Start here
decide your budget
so, to summarise, facebook can help your business with(
networking
intelligence
brand awareness
promotions
creating a showcase
pr
lead generation
consultations
recruitment
Internal comms
customer service
thought-leadership
sales
market research
that’s all very well, but how do we know if its working?
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?
facebook metrics
finally, some dos and don’ts
be authentic and human
post content regularly - who is responsible?
engage with your contacts (and I mean properly!)
measure your success
do
be patient!
forget your audience
lose sight of your objective
spam your audience
don’t
lose momentum
find out more(
www.nixonmcinnes.co.uk