school of social media: introduction to facebook

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Was created for internal and external workshops in 2013. Some of the functionalities and numbers will no doubt be out of date but should remain informative all the same!

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Page 1: School of Social Media: Introduction to Facebook
Page 2: School of Social Media: Introduction to Facebook

“Facebook helps you connect and share with the people in your life.”

Facebook.com

Page 3: School of Social Media: Introduction to Facebook

“People and the connections they have to everything they care about”

Facebook.com

THE SOCIAL GRAPH

Page 4: School of Social Media: Introduction to Facebook
Page 5: School of Social Media: Introduction to Facebook
Page 6: School of Social Media: Introduction to Facebook
Page 7: School of Social Media: Introduction to Facebook

news feed 2008 news feed 2010

EVER ITERATING THE EXPERIENCE

Page 8: School of Social Media: Introduction to Facebook

Facebook profile 2008 Facebook profile 2010

EVER ITERATING THE EXPERIENCE

Page 9: School of Social Media: Introduction to Facebook

“[agencies and brands] sometimes think how arrogant of you to make these changes – it's actually humility that drives this development."

Page 10: School of Social Media: Introduction to Facebook

Strict guidelines for using their logo

Talk to them early

Permission can be revoked

Foul play can result in brand page removal

FACEBOOK WILL BE PROTECTIVE

Page 11: School of Social Media: Introduction to Facebook
Page 12: School of Social Media: Introduction to Facebook

Core Elements

-App Center

-Applications, websites, devices

-Graph API

-Facebook Plugins

-Facebook Credits

Page 13: School of Social Media: Introduction to Facebook

APP CENTER

Page 14: School of Social Media: Introduction to Facebook

APPLICATIONS: Visa-Olympic Games

Page 15: School of Social Media: Introduction to Facebook

WEBSITE (Facebook Connect): Fab.com

Page 16: School of Social Media: Introduction to Facebook

GRAPH API: TakeThisLollipop.com

Page 17: School of Social Media: Introduction to Facebook

FACEBOOK PLUGINS

Page 18: School of Social Media: Introduction to Facebook

OPEN GRAPH

“An extension to social graph to include third-party websites and pages that people liked throughout the web”

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FACEBOOK CREDITS

Page 20: School of Social Media: Introduction to Facebook
Page 21: School of Social Media: Introduction to Facebook

FACEBOOK TIMELINE FOR BRANDS

Page 22: School of Social Media: Introduction to Facebook

EXPRESS BRAND COMMS THROUGH ATTENTION-GRABBING COVER PHOTOS

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THE APPS TAB WILL STATE YOUR PURPOSE

Customer Care: BT focus on service satisfaction with care solutions

Marketing: Old Spice use their apps space to push brand activity and product

Entertainment: Red Bull position themselves as an entertainment provider through additional content including games

Page 24: School of Social Media: Introduction to Facebook

Telling the brand’s story & history

Using their fans to tell the story

Games that encourage fans to

explore the Timeline

TIMELINE IS WHAT YOU MAKE OF IT

Page 25: School of Social Media: Introduction to Facebook

IMAGES ATTRACT HIGHER ENGAGEMENT

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Brand Facebook fans

Monthly page visitors

Coca-Cola

24 million 39,000

Oreos 17.5 million 137,000

Best Buy 2.7 million 175,000

FANS DON’T VISIT BRAND PAGES

Page 27: School of Social Media: Introduction to Facebook

Think about rich media – photos, videos…

Encourage feedback from your fans – ask questions & generate

debate

Be topical, keep listening to what your community is already discussing and getting

excited about

OPTIMISE CONTENT FOR THE NEWSFEED

Page 28: School of Social Media: Introduction to Facebook

TOTALAUDIENC

E

SEE ENGAGE VISIT

EDGE RANK

No one visits your page.

16% of your fan base sees a post on a good day.2% will engage with your content on a good day.1% find you in the Newsfeed and click on your page.

16%

2-3%1%

Page 29: School of Social Media: Introduction to Facebook
Page 30: School of Social Media: Introduction to Facebook

“A personalised view of you and your friends’ interest”

I’ve been listening to Spotify lots.

I engage with Richard lots so I am interested in his interests

GRAPHRANK

Page 31: School of Social Media: Introduction to Facebook
Page 32: School of Social Media: Introduction to Facebook

SPONSORED STORIES

Sponsored Stories plucks that valuable content from user news feeds and makes these more noticeable to others.

Page 33: School of Social Media: Introduction to Facebook

REACH GENERATOR

Boost post visibility (avg. 15%) to 75% of your audience through ad placements

Page 34: School of Social Media: Introduction to Facebook

OFFERS

Offers is a new page post that enables businesses to reach customers with a promotion they can claim and share with friends.

Page 35: School of Social Media: Introduction to Facebook

LOGOUT EXPERIENCE

37 million log out of Facebook everyday

Closest space Facebook has to an MSN HPTO

Page 36: School of Social Media: Introduction to Facebook

FACEBOOK AD MANAGER

Use Ad Manager to better understand target audience numbers on Facebook.

Page 37: School of Social Media: Introduction to Facebook

FACEBOOK ADS PLACEMENTS

Page 38: School of Social Media: Introduction to Facebook

AND FOR THE OTHER GUYS

Page 39: School of Social Media: Introduction to Facebook

SKITTLES USES HUMOUR TO KEEP FANS ENTERTAINED

Page 40: School of Social Media: Introduction to Facebook

PADDY POWER ENCOURAGES CONVERSATION THROUGH PROVOCATION

Page 41: School of Social Media: Introduction to Facebook

STARBUCKS ENGAGES ITS AUDIENCE THROUGH PRODUCT & PROMOTIONS

Page 42: School of Social Media: Introduction to Facebook

CUSTOMERS ARE MADE PART OF THE STORY FOR AN ENGAGING NARRATIVE

Page 43: School of Social Media: Introduction to Facebook

understand the brand guidelines

read the research and brand materials

consult them early

ask to change the API

ask to change the user experience

go in blind

leave too little time

DO: DON’T:

Page 44: School of Social Media: Introduction to Facebook

Where is Facebook going?…and for the

future?

Page 45: School of Social Media: Introduction to Facebook
Page 46: School of Social Media: Introduction to Facebook
Page 47: School of Social Media: Introduction to Facebook
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Page 49: School of Social Media: Introduction to Facebook

Future Facebook?

Page 50: School of Social Media: Introduction to Facebook

Visual story-telling

Page 51: School of Social Media: Introduction to Facebook

Thinking outside Facebook

Page 52: School of Social Media: Introduction to Facebook

Thank you

http://allfacebook.com/five-marketing-resources_b91268