Best Practices on Facebook

Dave and Carrie Kerpen

May 20, 2009

Best Practices on

How & Why All Companies, Brands and Non-Profits Should Be Engaging With Customers and Fans

Through Facebook

Welcome!

Two ways to ask questions:

1. Twitter: Go to Tweetchat.com, enter the room #Womma and direct questions to @ theKbuzz (or use #womma as a hashtag)

2. Post questions in the webinar “Question” bar

And now…it’s time for PRIZES!

About theKbuzz- Company was formed when its founders were married on a ballfield, in a sponsored wedding that garnered $100,000 in sponsorships and $20,000 for charity–attracting national and international press.

- Social Media and Word of Mouth Firm dedicated to authentically amplifying the conversation around our clients.

- Provide strategy and execution for clients entering the social media space

- Winner, 2008 WOMMIE, from the Word of Mouth Marketing Association

-As of 5/20 have built and/or managed 100+ Facebook Public Profiles

•Email and Text Messaging data source 2008 MRI

•Google data source to ComScore

•Social media data source 2008 Cone Institute Study

The Shocking TruthAs many people use social media as use email!

This number will only grow!

In September 2008, a study on social media was

completed by The Cone Institute. It found:

– 184,000,000 Americans use social media.

– 93% of those Americans believe that companies should have a presence on those social mediums

– 85% believe that companies should not only be present, but should regularly interact with their customers on social media.

What this means for you…

Word of Mouth will always be the best form of advertising for your organization.

Friends will always take advice from friends…

But with Social Media, the definition of “Friends” has changed drastically

Joining the conversation using

Why it’s not a question of if but when you will join the

conversation.

There are over 225 million users of Facebook,

many of whom spend time over 2 hours per day on the site.

It’s not just for kids anymore! The most rapidly growing demos on the most rapidly growing social

network are women 25-54!

Targeting opportunities are unparalleled! You can target by:

age, zip code, marital status, children, interests, and pets,

and hundreds of other keyword categories.

Wild Waters All Natural Kids Drink

Facebook‘s natural virality

allows users to endorse

your center with the click of

a button to hundreds of

their friends.

Facebook‘s natural virality

allows users to endorse

your center with the click of

a button to hundreds of

their friends.

Your BUSINESS!

Is THIS a bad thing?

The Coca Cola Fairytale …

Can Your Brand Afford To Be Brandjacked?

Why Your Brand Cannot Afford To Be Brandjacked…

While it’s a GREAT thing to have fans who LOVE your brand, you need to be able to

interact, direct, and engage in conversations. The Facebook Public Profile

is your public persona on a site with 225 million ACTIVE users that expect to interact

with your brand.

Introducing…

The Public Profile

Your communication vehicle for your customers, clients, fans, and contacts

The Beauty of The Facebook Public Profile:

Public Profiles Are

Functional

Addicting

Business-focused

How Your Public Profile Works:

A Brief Overview

Status

Tabs

Description

Fans

CalloutBoxes

Wall

Effective Use of Tabs

Tabs can be customized, and can feature a different application on each tab. A Facebook Public Profile now

really acts as a microsite for your business.

Bonus! You can target social ads to hit different tabs of your Public Profile!

The Settings Button Is Your Friend!

Settings allow you to customize where fans and potential fans land when they find your page.

People who already love you can see something different than people who are not yet your fans!

This provides a unique opportunity…

Speak Directly To Your Fans-To-BeCustom Landing Page

Custom space with a new expanded width allows you to

welcome new fans with a specific message geared

towards them.

Create coupons, contests, offers, research papers, etc. -VALUABLE content that they receive when becoming a fan.

The Beautiful “Boxes” TabBoxes Tab is chock full of your greatest stuff…all your FBML,

custom applications, and beyond…

Allows users to have one space with a lot of your most

important information.

Hint: Not able to create a unique landing page for new

fans? Direct them to land on the boxes tab!

The New Public Profile Wall…The Importance of Public Response

Follow the D.N.D. rule…

DO NOT DELETE!

Unless a wall response has hateful or offensive language,

the correct thing to do is RESPOND.

Respond publicly, and individually message

a follow up.

Far more people are looking at Public Profile walls than

former fan pages.

And Don’t Forget About:STATUS UPDATES!

Companies can now update their statuses….and it will

show up in the feeds of their fans!!!

Hint: Be “Like-able”

The new Public Profile allows an organization to experience the same instant viral effect that personal profiles

have…thus eliminating the unnatural “friending” of businesses that violate Facebook’s Terms of Service.

Facebook Best Practices:

– Make your Public Profile a place filled with valuable content.

– Give your fans a reason to become fans.

– Use updates to ask questions and elicit response, not deliver press releases

– Engage fans through creative content

– Think of your page in terms of being for your fans, not being for your brand

– Hypertarget with Social Ads and with Updates

– Give fans reasons to post content on your profile page

– Worry less about developing a custom good application, and worry more about creating good conversation

– Monitor conversation

– Thank and respond to the positive

– Respond even more diligently to the negative!

10 Facebook Public Profiles Worth Paying Attention To:

Case Study: Aflac

It’s not always about

the brand itself.

Case Study: NYC Dept. of Health*** (full disclosure- a *** indicates a client of theKbuzz)

Bringing Community

Together

Case Study: Papa John’s

Bringing Your

Functionality Within

Facebook.

Case Study: H&M

When a large brand

responds…

Case Study: Verizon***

Customer Satisfaction

AND fun!

Case Study: Watchmen

Relevant and buzz-worthy applications!

Case Study: Fibromyalgia & Fatigue Centers***

Letting the community speak for

itself.

Case Study: Grey’s Anatomy

Facebook-only

content

Case Study: The Learning Tower***

Smaller Brands

Succeeding!

Case Study Skittles

All Sizzle…No

Engagement

Beyond Your Public Profile…Facebook Social Ads

Grow your fan base beyond its

organic rate using Facebook social ads (with social actions) that link to your

page–Hypertargeting

your demographic!

How To Evaluate Your Work:

Some things to do first.

Link to different TABS!

Research your brand on Facebook. Research your competitors.

Look at what you like and what you don’t.Develop your strategic vision.

Sketch out what you are looking to do. Who do you want to reach, and what do

you want to tell them when they find you!Hint: Get familiar with Static:FBML!

Facebook Social Ads: Now you can link them to specific tabs on your public profile! Hint: Test out some HIGHLY targeted ads

to minimize cost

Ways theKbuzz Can Help You:Free resources from theKbuzz: Visit our blog

BuzzMarketingDaily.com or our Facebook Page http://Facebook.com/theKbuzz for constant tips on your entrance into the social media space.

For Sole Proprietors and Small Businesses (up to 4 employees): Seamless execution… thePageStarter:

http://thePageStarter.com

USE CODE “WEBINAR” FOR

25% OFF– FIRST 50 SIGNUPS ONLY.

Looking for a complete social media strategy, plan & execution? Try Social Ideation! Email dave@thekbuzz.com or call 718.416.2899.

Thank You!

Follow us @thekbuzz on Twitter(Also @carriekerpen and @davekerpen)

Fan us @ http://facebook.com/thekbuzz

Link in with us @ http://tinyurl.com/kbuzzlink

Or, call us anytime @718-416-2899