Facebook masterclass final

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


http://www.youtube.com/watch?v=0eUeL3n7fDs


http://youtu.be/4cAg3vyddNEyoutu.be


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.


Facebook Terms and
Conditions
This is what you need to know!


Source: Rachael Aquillina Photography


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.


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.


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.


Manage Multiple
Accounts/ Admins


Social Media Guidelines
What should your guidelines contain?


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


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


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)


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,


Download our Social
Media Guideline Templates


Session 2: How to pose
the perfect update
How to get more interaction and click throughs?


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?

ACTIVITY: What is the
difference between a
good and bad post
Lets compare some Facebook updates.


Good or Bad?

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?


How will you monitor
what is being said about
your company?
What tools can we utilise?


Google Alerts for
Monitoring


Session 3: The Best and
the Worst of Social
Media
Lets take a look at the notable.


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

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

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

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

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

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

4. Jack in the Box

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.


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.

5. Corona Light

ACTIVITY: Which
competitors would you
like to learn from?
Either industry competitor or aim high...


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.


ACTIVITY: Where is
my remarkable
content?
What quality content do you have to offer?


ACTIVITY: Content
Publishing Schedule
Lets fill this out together.


Meet the top 3

Coca-Cola, Starbucks and Pringles.

C


ACTIVITY: List three
business you should
connect with.
How to form the connections and then what to do
with them?


Session 4: Third party
integration, custom
tabs & monitoring.
Lets get building.


party tools on your
page.

Lets try one now!

C


39 Business Apps for
your Facebook Page

http://thesocialmediaguide.com/social_media/39-
business-apps-for-your-facebook-pagehyperlink

C


75 more Business Apps
for your Facebook Page

http://www.socialmediaexaminer.com/facebook-apps/
C


ACTIVITY: How to
build a custom tab.
Your hands on tutorial.


Third party monitoring
tools.
Don’t use Hootsuite?


ACTIVITY: How to
syndicate your blog
using Involver.
Lets try it together.


ACTIVITY: How to
Create a Custom App
Lets create a registration form on Facebook


Why you should add
the like button to your
website?
If your website gets the most traffic, it should be a no
brainer.


ACTIVITY: Setting up
Facebook notifications
on your mobile
For Android and iPhone by Shanon Scully


ACTIVITY: What are
sponsored links?
The difference between ads and sponsored links by
Shanon Scully


What are sponsored
links?
The difference between ads and sponsored links by
Shanon Scully


How do you measure
success?
Lets talk measurements.


What are your 2 goals?
Certain number of likes?


Facebook masterclass final

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