Digital Workshop: A Review of Facebook Developments
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Digital Workshop: A Review of Facebook
Developments
Adam Rosenberg, Account SupervisorNovember 30, 2012
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What we’ll cover today…
•Approaching Facebook•Facebook: Tactic or a Strategy?•How Facebook Content Works•Creative Uses of Facebook•Leveraging Facebook’s Products•Open Graph: Why it’s not so scary•Paid Media Overview
•3 things it CAN’T DO:–Make bad content more interesting– Be simply a wire service– Replace your web site
Approaching Facebook
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Approaching Facebook
•Facebook is a business•They don’t build in
response to request•Their main product is
providing ads•People are on Facebook
to look at babies•Social context is our
friend4
What are people doing on Facebook?
•People spend 40% of their time on the Facebook newsfeed– Newsfeed is where people go to share most important updates
•6% of brand’s fans engage with a brand’s content– 1 super fan = 75 average fans
•57% of Facebook users are mobile•70 billion pieces of content are shared each month•Average user has 245 friends and is connected to 80 pages– That user’s friends have an average of 359 friends
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Facebook and the rest of the Web
•26% of social media referral traffic to web sites•41% of B2B companies on Facebook generate leads•Nearly 10 million registered small businesses use Facebook•Fans are 74% more likely to recommend a brand/Non-Fans
are only 38% likely to do the same•58% of businesses see a drop in marketing costs•53.5 billion minutes spent per month
Guiding Principles to Facebook
•3 things it CAN DO:– Connect your brand with potential advocates– Serve as a customer service tool– Improve your search results
•3 things it CAN’T DO:–Make bad content more interesting– Be simply a wire service– Replace your web site
Facebook: Tactic or Strategy?
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Facebook: As a tactic within your strategyStrategic Goal Facebook’s role
Building Advocacy Sourcing potential advocates
Crisis Management Monitoring hub, rapid response
Support Customer Service Responding to customer inquiries through wall posts and private messaging
Promote Key Announcements Amplifying content with built-in share functionality
Specific Audience Messaging Portal for targeting custom audiences
Building Advocacy on Facebook
•Fans tend to be actual FANS•90% of customers trust
WoM•Relationship building
through Facebook page•Content geared at
activating current customers•Identify “super fans” and
most active community members•Spurs user-generated
content
How Content Works on Facebook
•Facebook is driven by relationships and interactions•The best relationships take
time•Lightweight interactions
(content items) build a relationship•Facebook gives you the tools
to create the most relevant content for your audience
In the end, it’s about trust….
OR
Facebook Content Life Cycle
•A fan engages with a piece of content and creates a STORY•The STORY appears on the
newsfeed for friends of the fan•A friend of the fan sees the
STORY and interacts with it•Friend of fan engages with
page because of social context
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Engagement Model
Free Paid
Brand Page Posts Ads
User Stories Sponsored Stories
Viral Reach
Organic Reach
Paid Reach
The challenge
•Facebook customizes content weight in newsfeed based on each individual user•A post is considered “fresh” for 3-7 days, but
the window for it to stretch organic reach is only 3-4 hours•Only way to “tell” Facebook that a post is
important is to put money behind it
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What makes good Facebook content?
•Evokes an emotion•Visual•Relevant•It’s not about you
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Example: Juniper Networks
•Election Day 2012•Call to action and
creative visual•Leveraged community
love for product to gain insights•Celebrated the user
Creative Uses of Facebook
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Crisis Management and Facebook•Conversation online spreads
quickly•Persistent monitoring•Quick approval of response
language•Work with PR teams to provide
insights on what’s driving reaction•Create social media-friendly
response
Example: FedEx
•Disparaging viral video of employee kicking package•Constant monitoring only
increased•Reached out directly to
customer•Executive YouTube
response shared on Facebook•Provided humility and
easily shareable statement
Customer Service is Core of Facebook
•Community issues and needs•95% of wall posts not
answered by brands•Ranked comment feature
draw more attention to this•Direct messaging function
allows private response to issues•Example: KLM Airlines
Supporting Key Announcements
•Making messages “social friendly”•Targeting current advocates
as driver for news•Leveraging visual
components•Exclusive to Facebook•Great for SEO•Built-in share tools•Example: Intel
Leveraging Facebook’s Products
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Think Globally…Global Pages
•Provide for a customized user experience geographically•Creates one URL•Global Insights•Customizable look and feel•Good for brands with large
global footprint
Example: KitKat
Act Locally….Post Targeting
•Target individual posts by gender, age, educational status, location•Ability to localize messages
without decreasing content output•Requires knowledge of
community•Must know which audiences
will get the biggest impact from content
Creating B2B Solutions
•Generate leads through tabs/apps•Gain feedback on individual
products•Build an industry community•Thought Leadership +
Networking•Creating Open Graph apps
Generating Leads on Facebook
•Example: Distilled•Apps and Tabs for sign ups•Pins and stars to highlight lead generation content
Product Feedback on Facebook
•Example: Juniper Networks•Using status updates to get
product feedback from the community
Building an Industry Community
•Example: GE•Making your page the go-to
for thought leadership and discussion
Thought Leadership + Networking
•Example: Google•Announcements and connecting with community
members
Open Graph: Why it’s not so scary
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What is “Open Graph?
•Open Graph = Collection of all of your interactions overtime with people, objects, etc.
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How Open Graph works
•A user adds your app to their Timeline•App specific actions are
shared on Facebook via the Graph API•Actions are displayed
throughout Timeline, News Feed, and Ticker•Experience becomes more
personalized based on actions taken (regardless of whether or not they’re shared publically)
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Why should you care?
•Facebook is putting an increasingly heavy value in action-generating apps•Content is king, apps are
creating content•Ability to grow on Facebook
doesn’t need to happen ON Facebook– Social plug-ins, like buttons,
Facebook Authentication, etc. all feed Open Graph
•Personalizes experience for user•Create customer testimonial
apps
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Paid Media Overview
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Putting Money Behind Messages
•Facebook Object (Like) Ads–Designed to drive traffic to a
Facebook page, App, or Event•Page Post Ads– Promote individual pieces of content
from your page as ad copy•Sponsored Stories– Highlight actions of fans, encourage
participation•Promoted Posts– Promote individual page posts to
fans and friends of fans
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Sponsored Story
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Promoted Post
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Sponsored Results
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Sponsored Stories or Promoted Posts?
•Sponsored Stories–Good for fan acquisition–Only show up when there’s a
social context
•Promoted Posts–Displayed in newsfeed– Increase current post
visibility amongst fans
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Sample Scenario: Promoted Posts
•Anna attended a wedding and all of her friends are posting about it•Because of this engagement
from her friends, they will be shown in her newsfeed•As a result, a brand post may
not appear organically in her news feed•By promoting the post, it will
appear higher in Anna’s news feed than it would have organically 43
Target to your heart’s content…
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Target to your heart’s content…
•Anyone: Shows ads to all•People connected to your brand•People not connected to your brand•Advanced Targeting: People connected to specific brands•Friends of Connections
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There’s lots to about Facebook
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Thank you!Questions?
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