Facebook Pages 101

Courtesy of Social Intent, LLC. © 2008

Facebook Pages 101

1.  Leveraging Facebook

2.  Demographics

3.  Facebook Channels

4.  Facebook Pages

5.  Example of a Page

6.  Creating Page “Fans”

7.  Marketing Your Page

8.  Tactical Considerations

9.  Executive Team

Courtesy of Social Intent, LLC. © 2008

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Facebook Pages represents an inexpensive way for organizations and brands to:

•  Create brand awareness

•  Generate leads

•  Introduce a product/campaign

•  Improve reputation

•  Collect data/content

•  Keep an ongoing dialogue with

customers

What’s your Facebook Strategy?

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Organizations from the Humane Society to Dunkin’ Donuts have Facebook Pages

Courtesy of Social Intent, LLC. © 2008

Dem

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s •  Who’s on Facebook?

–  Over 90 Million active users

–  Approximately 1 million new users a week

–  250,000+ new users a day

–  5th most visited site

–  57% of U.S. Facebook users are out of college

–  Over 50% return daily and spend 20+ minutes

Source: Facebook

–  85 percent of US consumers believe companies should interact with them via social media

Source: “Business in Social Media” 2008 Cone.

Facebook demographics. Source Quantcast

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Courtesy of Social Intent, LLC. © 2008

Face

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s •  Marketing Channels on Facebook

–  Facebook offers multiple ways for you to get exposure and connect with users. For marketers, the following are most impactful (take a deep breath):

  Pages (Provide brands and corporations a social presence)*   Applications (Custom functionality that can be added to a company Page or personal

Profile Pages)   News Feed (Most valuable real-estate on Facebook - primarily furnished with stories

about how friends engage with your Pages or Applications)   Profile page (Intended for individuals)   Groups (Facebooks’s version of a discussion forum)   Events (Announce events, collect RSVPs)   Ads/Social Ads (Text based with a small image – highly integrated into the Facebook

interface – targeting based on users’ Facebook profiles)   Display ads (Low performance traditional banners)   Facebook Platform/Connect (Share Facebook login and social stories with your

websites outside of Facebook)

* In this presentation, we’ll focus on Pages

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Courtesy of Social Intent, LLC. © 2008

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Facebook Pages in a Nutshell

–  It’s the easiest way to establish a presence within Facebook

–  You may run promotions, polls and send updates to your Fans

–  Can be extended with custom applications (your own or 3rd

party) for deeper, branded experiences and marketing programs

–  User action will push a story to their friends’ News Feed,

potentially generating thousands of free viral ads

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Courtesy of Social Intent, LLC. © 2008

Upload Videos

Design Feature Applications

Message Wall for Users

Develop a Fan Base

Utilize HTML/FBML

Upload Photos Exa

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Example of a Facebook Page

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Courtesy of Social Intent, LLC. © 2008

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Users who Fan* Facebook pages

1 – Supporters   Large majority (more than 80%). Becomes a fan as a social media statement –

they want their friends to know that they like/support/endorse the page and/or the product/cause/brand.

2 – Ambassadors   Small group (less than 10%). These people regularly read and post new

content to the page. Their engagement makes the community vibrant – and their involvement spreads through the News Feed of their friends – generating viral growth.

3 –Missionaries   Tiny group (about 1%). They constantly engage the community with

discussions, original content and engage in advocacy outside of the group. Without these people the community on the page will lose credibility and wither.

*Yes, it’s a verb

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Courtesy of Social Intent, LLC. © 2008

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How to drive more traffic to your Page

–  Provide users with interactive options that generate News Feed Stories:

  Contests, polls, discussions are great engagement ‘fodder’   Allow visitors to upload pictures and video to your page   Create Events that users can RSVP to within your page

–  Post messages in related groups about the existence of your page

–  Email the Page URL employees, customers and prospects and ask them to Fan the page and share the page with their friends

–  Buy Facebook “Social Ads”

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Example of a News Feed generated as Vidar became a Fan of Bluefly.com – and noticed by a Lana in her News Feed. The News Feed is the central real-estate found on users’ profile page.

Courtesy of Social Intent, LLC. © 2008

Tact

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Let Social Intent Manage Your Facebook Initiative

–  Is the goal for your target community to have a dialogue with you or with each other (or both)?

–  What kind of user engagement are you seeking? How will you ignite the dialogue and keep your influencers engaged?

–  What features do you enable? Is the built in functionality of the Page sufficient – or do you need a custom application?

–  How are you going to engage/respond to the user activity?

–  How do you measure success? How do you improve the Page?

–  What is the lifecycle of your effort? When/how does it end - or should it?

•  Social Intent will set everything up, provide custom designs and applications, monitor and engage the community as well as set up and manage your paid marketing programs

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Courtesy of Social Intent, LLC. © 2008

Exe

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Vidar Brekke, CEO –  Past positions: Strategic Planner at Ogilvy, VP Marketing at

JPMorgan, VP Marketing Linkstorm, Strategist/Creative Director Kurani Interactive, co-founder Icemedia USA.

–  Past Clients: Coca-Cola, IBM, Vonage, Cisco, General Motors, American Express, Wal-Mart, E*Trade

Vineel Shah, CTO –  Past positions: Senior Technical Yahoo at HotJobs, Manager of

Software Development at MTV Online, Software Developer/architect at iVillage, Citibank, ProgrammableWeb.

www.socialintent.com 30 Christopher St. Suite 4C. New York, NY 10014

[email protected] +1 (646) 465-2965

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Strategy - Application Design & Development - Marketing