Maximizing Your Facebook Presence

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Presented by David DombroskyCarnegie Mellon’s Center for Arts Management and

Technology

September 29, 2010

The Nitty Gritty, Part Two:

Maximizing Your Facebook Presence

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook is a social networking website intended to connect friends, family, and business associates. It is the largest of the networking sites.

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook Traffic

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook Demographics

The "index" shows how an individual site's audience compares to the internet population as a whole. For example, an index of 100 indicates a site's audience is equivalent to the demographic make-up of the total internet population. Any increase over 100 means that the property is "over indexed" and attracts a more concentrated group of a particular demographic group than in the general internet population.

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

The World of Facebook

• Profiles are for People

• Get a Page, Get Some Fans

• Use Groups for Controlled Membership

• Use Events to Generate Attendance

• Causes: Donations or Visibility?

• The Growing Power of Ads

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook – Profiles are for People

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook – Pages are for Organizations (and Artists)

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Use Page Insights to learn about your fans.

Add a badge to your web site or blog.

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Tips for Increasing Your Facebook Fanbase

• Invite Your Email Subscribers

• Add to Your Email Signature Block

• Get Fans to Tag Photos

• Load Videos and Embed on Your Site

• Run a Contest

• Get Fans to Join Via Text (send “like yourpagename” without the quotes to 32665)

• Use Print Media

• Display at Your Venue or Performances

• Autograph Posts on Other Walls and Fan Pages

• Use the Share Button

• Place Facebook Ads

• Be Responsive

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Find Your Superfans

• Attention. When someone “likes” a Facebook Page, they are usually expressing their affinity for a product, brand, organization, individual or whatever or whomever is represented on the Page. But do they pay attention? At its most basic, it is watching out for or noticing the status updates from a page in one’s newsfeed.

• Participation. Taking attention to the next level, a good fan responds to your status updates. They not only noticed but felt compelled to react in some way, usually with a “like” on the update or (better yet) with a comment.

• Interaction. Taking attention and participation even further, a good fan not only responds to your updates but comments on other fans’ comments.

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Find Your Superfans• Leadership. There are some fans who rise

to the top as organic leaders of the community that forms on a Facebook Page, most commonly on its Wall, but sometimes within Discussions. These are fans to watch closely and to consider rewarding over time.

• Loyalty. Once a fan is attentive, participates, interacts and start to take the lead in conversations, you are witnessing a powerful form of loyalty to you. They are going beyond simply being interested in the goods or services you are offering, but are willing to spend time and energy in the social space you’ve created to align themselves with you.

• Evangelism. Once you move past simple attention, your fans can easily become evangelists for you. What are you doing (in a transparent, generous and respectful manner) every step of the way to encourage this behavior? What are you doing that is worthy of sharing?

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook – Use Groups to Control Membership

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook – Use Events to Increase Attendance

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook – Causes Raise Visibility and $

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Facebook Advertising

Allows you to target your ads by various criteria.

You can either pay for impressions or pay for clicks.

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Designing the Ad

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Targeting the Audience

Presented by the Center for Arts Management and Technology (CAMT.Artsnet.org), Carnegie Mellon’s H. John Heinz III College

Pricing and Scheduling

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daviddom@cmu.edu

www.twitter.com/DDombrosky

David Dombrosky

Technology in the Artswww.technologyinthearts.org

info@technologyinthearts.org

www.twitter.com/TechInTheArts

Center for Arts Management & Technology

http://camt.artsnet.org