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Welcome to the
        Facebook Hands On
           Master Class
•Why your company needs Facebook?
•How to pose the perfect update.
•The best and the worst of social media.
•Third Party Integration
•Q&A


                     @Selina Nisbet,
                Web Strategy (Social Media)
                         Advisor
Questions you are
      burning to ask.



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Why your company
   needs Facebook



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
http://youtu.be/4cAg3vyddNEyoutu.be




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
What are you trying to
               achieve?
•Build a Community- create a community of                    •Network- connect with other like-minded
customers and give them opportunity to share their
stories about your company/ product.                         companies and form virtual relationships that later
                                                             become real connections.

•Sales- drive sales of your product.                         •Monitor- to monitor what is being said about
                                                 your company and to listen to what your customers
•Trusted Advisor- do you want to be the go to are wanting.
place for information specific to your industry.

                                                             •Recruitment- looking for the next big graphic
•Innovator- do you want to be a lead innovator               designer. You might find them on Facebook.
in how your industry uses social media?


•Trending- to be at the apart of the social media
revolution.




       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
Facebook Terms and
    Conditions
                   This is what you need to know!




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Source: Rachael Aquillina Photography

BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Welcome to Facebook
               Timeline
•Default Landing Tabs- these have now been
removed. You will now have to rely on your
marketing to get hits to your custom tabs.


•Missing Apps?- There is a maximum of 4 apps
that can be shown at any one time. These are easily
rotatable to freshen the page.


•Milestones- You can now mark posts as
milestones. These will go the full width of the page
and can describe important dates.


•Highlight- you can now select highlight after
posting a comment. This will also make the post the
full width of the page.


•Offers- You can now acknowledge special offers
by using the offers on the status bar.


       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
Welcome to Facebook
              Timeline
•Admin Panel- you can now see a snap shot of
activity on your page from the admin panel.


•Messages- You can now send messages from
your business page.


•Activity- Your activity, pages liked and
comments from fans not stemming from a thread
show on the right hand side of the screen.


•2 Profile Pictures- All pages and profile now
have a cover photo and cover photo.




       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
Don’ts of your cover shot.
•Purchase Information- you can’t include any
information about how to purchase anything.


•Contact Information- You can’t include
contact information (eg. phone number & URL)


•Activity- Your activity, pages liked and
comments from fans not stemming from a thread
show on the right hand side of the screen.


•Facebook Actions- You can’t urge a customer
to “LIKE” or “Share”. You also can not use arrows
to point to the like button.


•Features- You can not make any reference to
features of your page or discounts.




       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
Manage Multiple
      Accounts/ Admins



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Social Media Guidelines
             What should your guidelines contain?




 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
Intel’s Social Media
                        Guidelines
                   PROTECT

•Don’t tell secrets- never reveal Intel-classified
or confidential information. If you are unsure check
with Intel PR or Global Communications Group. Off
limit topics are: litigation, non-published financials
and un-released products. Also please respect brand,
trademark, copyright, fair use and trade secrets.


•Don’t slam the competition or Intel- Play
nice. Everything you publish must be true and not
misleading and all claims must be substantiated and
approved.


•Don’t over share- be careful out there, once
you hit share you usually can’t get it back. Plus being
judicious will help make your content more crisp
and audience relevant.                                             Source: Intel

       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
Intel’s Social Media
                        Guidelines

            COMMON SENSE

•Did you screw up?-If you make a mistake,
admit it. Be upfront and quick with your correction.
If you are posting to a blog you may choose to
modify an earlier post, just make it clear that it has
been changed.




                                                                   Source: Intel

       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
What to include in your
               Guidelines
•What are your companies core values in using
Social? (eg. leadership, trust, collaboration, quality etc)


•What are the goals of your company using social
media? (eg. create a community of brand advocates)


•Who in the company has access to publish on
social media? (eg. Social Media Manager)


•What to do if a mistake is made? (eg. recognise the
mistake and amend it immediately)


•What content is off limits? (eg. Confidential, client
information)

        BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
          email blue@bluewiremedia.com.au twitter @Bluewire_Media
What to include in your
              Guidelines
•The staff member may not change any passwords
without permission.


•What tone of voice do you want them to use on
the social media platforms.


•Should staff member(s) have read and understand
the ALL terms and conditions of the social media
platform.3


•What happens if the staff member ignores these
guidelines?


•If any username (eg @SelinaBluewireMedia)
includes the company name or references should
this person cease use if no longer employed,

       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
Download our Social
Media Guideline Templates



 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
Session 2: How to pose
  the perfect update
 How to get more interaction and click throughs?




 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
Identifying your Buyer
                  Personas
•Demographic
•Married
•Male or Female
•Where do they work?
•What are their buying habits?
•What are they looking for?
•What content will they find valuable?
     BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
       email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: What is the
 difference between a
  good and bad post
              Lets compare some Facebook updates.



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Good or Bad?
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Good or Bad?
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Good or Bad?
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Good or Bad?
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
DON’T RUN A COMPETITION
                                                              •
       How to run a competition
     ON YOUR WALL!                                                    Be clear that Facebook is no way affiliated with
                                                                      the competition.

•You can market the competition on the wall and
                  •
        and not get shut down.
direct them where to go to enter but you can not                      Disclose that the information you gather is for
run a competition on your Facebook page.                              your companies purpose and not for Facebook.


                  •
•You can not run “LIKE” this to win competitions.                     You must have terms and conditions for all
Photo tagging competitions are against terms and                      competitions.
conditions.
                                                              •       You can not use Facebook’s features as a voting
•You must have terms and conditions for all                           mechanism example the like button).
competitions.
                                                              •       You can not notify winners via Facebook
•You can run a competition on Facebook by using                       messages, chat or posts on profiles or pages.
and building a facebook app.




                                                              •       Don’t slam the competition or Intel-
•Don’t slam the competition or Intel- Play                            Play nice. Everything you publish must be true
                                                                      and not misleading and all claims must be
nice. Everything you publish must be true and not
misleading and all claims mustwww.bluewiremedia.com.au 1300 258 394
            BRISBANE | SYDNEY be substantiated and
                                                                      substantiated and approved.
approved. email blue@bluewiremedia.com.au twitter @Bluewire_Media
                                                                      Don’t over share- be careful out there,
Shut down for running a photo
      tagging competition.

•July 2010 - 8,000 Fans
              Case Study: Lorna Jane
•Sep 2010- 34,000 Fans
•October 2010- 0 Fans
•April 2012- 320,000 Fans
•Cost $20,000 in Facebook advertising to be
reinstated. However they were already contributing
to Facebook advertising as a part of their marketing
efforts.




•Don’t slam the competition or Intel- Play
nice. Everything you |publish must be true and@Bluewire_Media394
            BRISBANE SYDNEY www.bluewiremedia.com.au 1300 258
              email blue@bluewiremedia.com.au twitter
                                                      not
misleading and all claims must be substantiated and
approved.
Negative Comments
                    Scenario

•Your Facebook page states that when you take our
coupon into your local shopping centre, you will
receive a free mascara. However you did not say
that it was only valid for Brisbane.


•You have 3 angry complaints that have been there
for 5 hours. All annoyed that they have driven to
receive the promotion only to come home empty
handed.


•What will the be the next action?
•How could this have been avoided?

       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
How will you monitor
what is being said about
   your company?
                             What tools can we utilise?



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Google Alerts for
                Monitoring




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Session 3: The Best and
  the Worst of Social
         Media
                        Lets take a look at the notable.



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
DESCRIPTION

                                                            •Gave away $10m to various school
                                                            based on Fan votes.
                                                            •20 schools with the most amount
                                                            of votes get $500k




                                                            SUCCESS

                                                            •Facebook page jumped to over 1m
                                                            fans.
                                                            •Each winning school tallied over
                                                            10,000 votes
                                                            •Displayed philanthropy in the
                                                            community
                                                            •Current likes: 6.5M




                Kohl’s Cares
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
DESCRIPTION

                                                            • developed a facebook app that
                                                            gave the chance for fans to win
                                                            1,000 pounds.
                                                            •condition: “What is the worst
                                                            that could happen”. Give Dr Pepper
                                                            the ability to post on your wall!
                                                            •These were automatically
                                                            generated and ranged in
                                                            embarrassment.




                                                            FAIL


                                                            •A 14 year old girl received an
                                                            update saying: “I watched 2 Girls
                                                            1 Cup and felt hungry
                                                            afterwards”.
                                                            •Currently 323k fan



             Dr Pepper
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
DESCRIPTION

                                                            •Dell created a page as a resource
                                                            for Business wanting to use Social
                                                            Media.
                                                            • Offering sharable & downloadable
                                                            guides and links to Dell video
                                                            tutorials
                                                            •Focused on 6 specific Social Medias
                                                            •Delivers 8 guides on Social Media
                                                            for business




                                                             SUCCESS

                                                             •They aren’t trying to sell any thing
                                                             •Great understanding of their Buyer
                                                             Persona
                                                             •Bloggers and website mentioned
                                                             this as an innovative marketing
                                                             campaign.
                                                             •Built trust with in community.
                                                             •Increase web traffic
                                                             •Currently 53,966 fans



                                            Dell
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
DESCRIPTION

                                                            • Ford created a Facebook Event to
                                                            launch to the new Ford Explorer.
                                                            •Created a hype campaign with
                                                            hints as to what they were
                                                            revealing
                                                            •Once launched they gave away a
                                                            car when they hit 30,000 fans.




                                                            SUCCESS

                                                            •No other Car company has ever
                                                            launched a car on social media.
                                                            •Considered an industry leader and
                                                            innovator in marketing
                                                            •Created intrigue in the product
                                                            release = more likes & more
                                                            conversations

                                                            •Currently 207k fans



3. Ford Explorer
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
SUCCESS
                                                                                    •Installed almost 60k times.
DESCRIPTION                                                                         •20k coupons were sent out.
                                                                                    •over 200k friends were deleted.
• Burger King created a “Whopper                                                    •Fans even created groups to find
Sacrifice” competition.                                                             people to friend just so they could
•Created a Facebook App asking                                                      be deleted for the promotion.
fans to sacrifice 10 fans to                                                        •It got a lot of media coverage.
receive a voucher for a free
hamburger.
•The deleted fans would be notified
that they had been deleted for a
free whopper.




                                                                                     FAIL


                                                                                     •Facebook disabled the campaign
                                                                                     within 10 days of its launch
                                                                                     because it notified fans that
                                                                                     they had been unfriended.




                                 Burger King
                        BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
                          email blue@bluewiremedia.com.au twitter @Bluewire_Media
DESCRIPTION

                                                             • Be a Rich Fan campaign ran for 1
                                                             month.
                                                             •For every new fan a nickel was
                                                             placed in a jar and at the end of the
                                                             month one fan will win it all,
                                                             •Entrants had to like the page and
                                                             register via their website.




                                                              SUCCESS


                                                              •Increase in web traffic
                                                              •Highly publicised campaign
                                                              •It was innovative
                                                              •Focused on building the community
                                                              and not marketing to them
                                                              •Currently 600k fan




4. Jack in the Box
 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
DESCRIPTION

                                                            • Skittles redeveloped its website
                                                            to function like Twitter.
                                                            •It was also connected with
                                                            Facebook, YouTube, Wikipedia and
                                                            Flickr.
                                                            •Allowed Skittles fans to have
                                                            build upon brand reputation.
                                                            •An other form of communicating
                                                            with the brand.




                                                            FAIL


                                                            •Skittles did not actively interact
                                                            with their fans.
                                                            •They just pulled in streams from
                                                            other social media platforms.
                                                            •Word got around and vulgar
                                                            language and profanities we
                                                            posted.




                      Skittles
                                                            •Mars was forced to shut down
                                                            the campaign.



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
DESCRIPTION

                                                            • Corona Light wanted to be the
                                                            most Liked light beer in America.
                                                            •By liking the page your face could
                                                            be displayed on a billboard in times
                                                            square.




                                                             SUCCESS


                                                             •Because there was a physical
                                                             outcome other than just winning
                                                             •Highly publicised campaign
                                                             •Fans were spreading the word on
                                                             Facebook and also on the streets
                                                             with the billboard.
                                                             •Currently 323k fan




5. Corona Light
BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: Which
competitors would you
  like to learn from?
          Either industry competitor or aim high...




 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
Study your competitors
•How often do they post?- Are they posting
twice a day? Are they using a pre-scheduler like
Hootsuite? What times are they posting.


•What comments are getting the most
comments- Is there a formula to how long the
updates are? Are they using a specific key words?
Are they using images and links? Are they asking
questions.


•Do they have custom tabs?- be careful out
there, once you hit share you usually can’t get it
back. Plus being judicious will help make your
content more crisp and audience relevant.




       BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
         email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: Where is
  my remarkable
     content?
     What quality content do you have to offer?




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: Content
 Publishing Schedule
                          Lets fill this out together.




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Meet the top 3



               Coca-Cola, Starbucks and Pringles.

                                                     C



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: List three
business you should
   connect with.
How to form the connections and then what to do
                  with them?




 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
Session 4: Third party
 integration, custom
  tabs & monitoring.
                                    Lets get building.




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
party tools on your
          page.



                                   Lets try one now!

                                                     C



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: How to
   build a custom tab.
                            Your hands on tutorial.




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Third party monitoring
        tools.
                                Don’t use Hootsuite?




 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: How to
   syndicate your blog
     using Involver.
                                 Lets try it together.




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: How to
Create a Custom App
    Lets create a registration form on Facebook




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
Why you should add
the like button to your
        website?
If your website gets the most traffic, it should be a no
                       brainer.




  BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
    email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: Setting up
Facebook notifications
   on your mobile
        For Android and iPhone by Shanon Scully




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
ACTIVITY: What are
 sponsored links?
The difference between ads and sponsored links by
                  Shanon Scully




 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
What are sponsored
       links?
The difference between ads and sponsored links by
                  Shanon Scully




 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
How do you measure
     success?
                           Lets talk measurements.




BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media
What are your 2 goals?
                           Certain number of likes?




 BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
   email blue@bluewiremedia.com.au twitter @Bluewire_Media
Questions you are
      burning to ask.



BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394
  email blue@bluewiremedia.com.au twitter @Bluewire_Media

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Facebook Masterclass

  • 1. Welcome to the Facebook Hands On Master Class •Why your company needs Facebook? •How to pose the perfect update. •The best and the worst of social media. •Third Party Integration •Q&A @Selina Nisbet, Web Strategy (Social Media) Advisor
  • 2. Questions you are burning to ask. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 3. Why your company needs Facebook BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 4. http://youtu.be/4cAg3vyddNEyoutu.be BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 5. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 6. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 7. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 8. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 9. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 10. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 11. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 12. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 13. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 14. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 15. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 16. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 17. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 18. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 19. What are you trying to achieve? •Build a Community- create a community of •Network- connect with other like-minded customers and give them opportunity to share their stories about your company/ product. companies and form virtual relationships that later become real connections. •Sales- drive sales of your product. •Monitor- to monitor what is being said about your company and to listen to what your customers •Trusted Advisor- do you want to be the go to are wanting. place for information specific to your industry. •Recruitment- looking for the next big graphic •Innovator- do you want to be a lead innovator designer. You might find them on Facebook. in how your industry uses social media? •Trending- to be at the apart of the social media revolution. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 20. Facebook Terms and Conditions This is what you need to know! BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 21. Source: Rachael Aquillina Photography BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 22. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 23. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 24. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 25. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 26. Welcome to Facebook Timeline •Default Landing Tabs- these have now been removed. You will now have to rely on your marketing to get hits to your custom tabs. •Missing Apps?- There is a maximum of 4 apps that can be shown at any one time. These are easily rotatable to freshen the page. •Milestones- You can now mark posts as milestones. These will go the full width of the page and can describe important dates. •Highlight- you can now select highlight after posting a comment. This will also make the post the full width of the page. •Offers- You can now acknowledge special offers by using the offers on the status bar. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 27. Welcome to Facebook Timeline •Admin Panel- you can now see a snap shot of activity on your page from the admin panel. •Messages- You can now send messages from your business page. •Activity- Your activity, pages liked and comments from fans not stemming from a thread show on the right hand side of the screen. •2 Profile Pictures- All pages and profile now have a cover photo and cover photo. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 28. Don’ts of your cover shot. •Purchase Information- you can’t include any information about how to purchase anything. •Contact Information- You can’t include contact information (eg. phone number & URL) •Activity- Your activity, pages liked and comments from fans not stemming from a thread show on the right hand side of the screen. •Facebook Actions- You can’t urge a customer to “LIKE” or “Share”. You also can not use arrows to point to the like button. •Features- You can not make any reference to features of your page or discounts. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 29. Manage Multiple Accounts/ Admins BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 30. Social Media Guidelines What should your guidelines contain? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 31. Intel’s Social Media Guidelines PROTECT •Don’t tell secrets- never reveal Intel-classified or confidential information. If you are unsure check with Intel PR or Global Communications Group. Off limit topics are: litigation, non-published financials and un-released products. Also please respect brand, trademark, copyright, fair use and trade secrets. •Don’t slam the competition or Intel- Play nice. Everything you publish must be true and not misleading and all claims must be substantiated and approved. •Don’t over share- be careful out there, once you hit share you usually can’t get it back. Plus being judicious will help make your content more crisp and audience relevant. Source: Intel BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 32. Intel’s Social Media Guidelines COMMON SENSE •Did you screw up?-If you make a mistake, admit it. Be upfront and quick with your correction. If you are posting to a blog you may choose to modify an earlier post, just make it clear that it has been changed. Source: Intel BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 33. What to include in your Guidelines •What are your companies core values in using Social? (eg. leadership, trust, collaboration, quality etc) •What are the goals of your company using social media? (eg. create a community of brand advocates) •Who in the company has access to publish on social media? (eg. Social Media Manager) •What to do if a mistake is made? (eg. recognise the mistake and amend it immediately) •What content is off limits? (eg. Confidential, client information) BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 34. What to include in your Guidelines •The staff member may not change any passwords without permission. •What tone of voice do you want them to use on the social media platforms. •Should staff member(s) have read and understand the ALL terms and conditions of the social media platform.3 •What happens if the staff member ignores these guidelines? •If any username (eg @SelinaBluewireMedia) includes the company name or references should this person cease use if no longer employed, BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 35. Download our Social Media Guideline Templates BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 36. Session 2: How to pose the perfect update How to get more interaction and click throughs? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 37. Identifying your Buyer Personas •Demographic •Married •Male or Female •Where do they work? •What are their buying habits? •What are they looking for? •What content will they find valuable? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 38. ACTIVITY: What is the difference between a good and bad post Lets compare some Facebook updates. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 39. Good or Bad? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 40. Good or Bad? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 41. Good or Bad? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 42. Good or Bad? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 43. DON’T RUN A COMPETITION • How to run a competition ON YOUR WALL! Be clear that Facebook is no way affiliated with the competition. •You can market the competition on the wall and • and not get shut down. direct them where to go to enter but you can not Disclose that the information you gather is for run a competition on your Facebook page. your companies purpose and not for Facebook. • •You can not run “LIKE” this to win competitions. You must have terms and conditions for all Photo tagging competitions are against terms and competitions. conditions. • You can not use Facebook’s features as a voting •You must have terms and conditions for all mechanism example the like button). competitions. • You can not notify winners via Facebook •You can run a competition on Facebook by using messages, chat or posts on profiles or pages. and building a facebook app. • Don’t slam the competition or Intel- •Don’t slam the competition or Intel- Play Play nice. Everything you publish must be true and not misleading and all claims must be nice. Everything you publish must be true and not misleading and all claims mustwww.bluewiremedia.com.au 1300 258 394 BRISBANE | SYDNEY be substantiated and substantiated and approved. approved. email blue@bluewiremedia.com.au twitter @Bluewire_Media Don’t over share- be careful out there,
  • 44. Shut down for running a photo tagging competition. •July 2010 - 8,000 Fans Case Study: Lorna Jane •Sep 2010- 34,000 Fans •October 2010- 0 Fans •April 2012- 320,000 Fans •Cost $20,000 in Facebook advertising to be reinstated. However they were already contributing to Facebook advertising as a part of their marketing efforts. •Don’t slam the competition or Intel- Play nice. Everything you |publish must be true and@Bluewire_Media394 BRISBANE SYDNEY www.bluewiremedia.com.au 1300 258 email blue@bluewiremedia.com.au twitter not misleading and all claims must be substantiated and approved.
  • 45. Negative Comments Scenario •Your Facebook page states that when you take our coupon into your local shopping centre, you will receive a free mascara. However you did not say that it was only valid for Brisbane. •You have 3 angry complaints that have been there for 5 hours. All annoyed that they have driven to receive the promotion only to come home empty handed. •What will the be the next action? •How could this have been avoided? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 46. How will you monitor what is being said about your company? What tools can we utilise? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 47. Google Alerts for Monitoring BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 48. Session 3: The Best and the Worst of Social Media Lets take a look at the notable. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 49. DESCRIPTION •Gave away $10m to various school based on Fan votes. •20 schools with the most amount of votes get $500k SUCCESS •Facebook page jumped to over 1m fans. •Each winning school tallied over 10,000 votes •Displayed philanthropy in the community •Current likes: 6.5M Kohl’s Cares BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 50. DESCRIPTION • developed a facebook app that gave the chance for fans to win 1,000 pounds. •condition: “What is the worst that could happen”. Give Dr Pepper the ability to post on your wall! •These were automatically generated and ranged in embarrassment. FAIL •A 14 year old girl received an update saying: “I watched 2 Girls 1 Cup and felt hungry afterwards”. •Currently 323k fan Dr Pepper BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 51. DESCRIPTION •Dell created a page as a resource for Business wanting to use Social Media. • Offering sharable & downloadable guides and links to Dell video tutorials •Focused on 6 specific Social Medias •Delivers 8 guides on Social Media for business SUCCESS •They aren’t trying to sell any thing •Great understanding of their Buyer Persona •Bloggers and website mentioned this as an innovative marketing campaign. •Built trust with in community. •Increase web traffic •Currently 53,966 fans Dell BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 52. DESCRIPTION • Ford created a Facebook Event to launch to the new Ford Explorer. •Created a hype campaign with hints as to what they were revealing •Once launched they gave away a car when they hit 30,000 fans. SUCCESS •No other Car company has ever launched a car on social media. •Considered an industry leader and innovator in marketing •Created intrigue in the product release = more likes & more conversations •Currently 207k fans 3. Ford Explorer BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 53. SUCCESS •Installed almost 60k times. DESCRIPTION •20k coupons were sent out. •over 200k friends were deleted. • Burger King created a “Whopper •Fans even created groups to find Sacrifice” competition. people to friend just so they could •Created a Facebook App asking be deleted for the promotion. fans to sacrifice 10 fans to •It got a lot of media coverage. receive a voucher for a free hamburger. •The deleted fans would be notified that they had been deleted for a free whopper. FAIL •Facebook disabled the campaign within 10 days of its launch because it notified fans that they had been unfriended. Burger King BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 54. DESCRIPTION • Be a Rich Fan campaign ran for 1 month. •For every new fan a nickel was placed in a jar and at the end of the month one fan will win it all, •Entrants had to like the page and register via their website. SUCCESS •Increase in web traffic •Highly publicised campaign •It was innovative •Focused on building the community and not marketing to them •Currently 600k fan 4. Jack in the Box BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 55. DESCRIPTION • Skittles redeveloped its website to function like Twitter. •It was also connected with Facebook, YouTube, Wikipedia and Flickr. •Allowed Skittles fans to have build upon brand reputation. •An other form of communicating with the brand. FAIL •Skittles did not actively interact with their fans. •They just pulled in streams from other social media platforms. •Word got around and vulgar language and profanities we posted. Skittles •Mars was forced to shut down the campaign. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 56. DESCRIPTION • Corona Light wanted to be the most Liked light beer in America. •By liking the page your face could be displayed on a billboard in times square. SUCCESS •Because there was a physical outcome other than just winning •Highly publicised campaign •Fans were spreading the word on Facebook and also on the streets with the billboard. •Currently 323k fan 5. Corona Light BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 57. ACTIVITY: Which competitors would you like to learn from? Either industry competitor or aim high... BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 58. Study your competitors •How often do they post?- Are they posting twice a day? Are they using a pre-scheduler like Hootsuite? What times are they posting. •What comments are getting the most comments- Is there a formula to how long the updates are? Are they using a specific key words? Are they using images and links? Are they asking questions. •Do they have custom tabs?- be careful out there, once you hit share you usually can’t get it back. Plus being judicious will help make your content more crisp and audience relevant. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 59. ACTIVITY: Where is my remarkable content? What quality content do you have to offer? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 60. ACTIVITY: Content Publishing Schedule Lets fill this out together. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 61. Meet the top 3 Coca-Cola, Starbucks and Pringles. C BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 62. ACTIVITY: List three business you should connect with. How to form the connections and then what to do with them? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 63. Session 4: Third party integration, custom tabs & monitoring. Lets get building. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 64. party tools on your page. Lets try one now! C BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 65. ACTIVITY: How to build a custom tab. Your hands on tutorial. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 66. Third party monitoring tools. Don’t use Hootsuite? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 67. ACTIVITY: How to syndicate your blog using Involver. Lets try it together. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 68. ACTIVITY: How to Create a Custom App Lets create a registration form on Facebook BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 69. Why you should add the like button to your website? If your website gets the most traffic, it should be a no brainer. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 70. ACTIVITY: Setting up Facebook notifications on your mobile For Android and iPhone by Shanon Scully BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 71. ACTIVITY: What are sponsored links? The difference between ads and sponsored links by Shanon Scully BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 72. What are sponsored links? The difference between ads and sponsored links by Shanon Scully BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 73. How do you measure success? Lets talk measurements. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 74. What are your 2 goals? Certain number of likes? BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media
  • 75. Questions you are burning to ask. BRISBANE | SYDNEY www.bluewiremedia.com.au 1300 258 394 email blue@bluewiremedia.com.au twitter @Bluewire_Media

Editor's Notes

  1. Stand. Pause. 4Fs.