@EkaterinaWalter

Growing Your Fan Base and

Effectively Engaging on Facebook

Ekaterina Walter

Social Media Strategist

Intel

Twitter: @Ekaterina

• 1.6 billion Internet users in the world, Facebook’s users comprise 1/3 of those

• Almost 600 million active users (half log in daily and spend average of 55 min)

• Average user is connected to 80 pages, groups and events

• People spend over 700 billion minutes per month on Facebook

• 150 million people engage with Facebook on external websites every month

• 200 million mobile users

• 30,000,000,000 pieces of content are shared each month

• 70% of audience is international : 95 countries, translated in >100 languages

• Facebook bypassed Google as a #1 most visited site in US

• 65% of US Facebook Users said they are more likely to buy a product based on a

positive Facebook friend referral

@EkaterinaWalter

Why Facebook?

@Ekaterina

@Ekaterina

Facebook is your homepage

for the social web

Strategy

Objectives

Mission

Story

Voice

Resources

Audience

@Ekaterina

Know Your Audience

@Ekaterina

Setting Up Your Page

• Page Name

• Vanity URL

• Default Tab

• Profile Photo

• Company Info

@Ekaterina

Limitations

to Remember

6 tabs

420

characters

16 characters

247

characters

@Ekaterina

News Feed

@Ekaterina

Do Not Automate Your Content!

Hidden

Updates

@Ekaterina

Video is Your Secret „Weapon‟

@Ekaterina

Be Human. Be Spontaneous.

@Ekaterina

Encourage Shares and Mentions

To tag someone, type @ and then the friend’s

name or name of the page you are the fan of

@Ekaterina

Target Your Status Updates

@Ekaterina

Questions and Polls

@Ekaterina

Put Fans in Charge

@Ekaterina

Create a Self-Sustaining

Community

Content Considerations

@Ekaterina

Format

• Short, skimmable

• Don’t use all 420 characters

• Ensure link is visible / not hidden behind “Read More”

• Don’t forget critical info (dates/times/links/eligibility)• Include call to action

Content

• Tips, how-to tutorials, bring in experts for weekly chats

• Fun facts, trivia, breaking news/announcements

• Polls, questions, fill in the blank

• 3rd party content on the topic

• Exclusive offers

• Video and photos where possible

@Ekaterina

Post Frequency and Timing

@Ekaterina

Landing Experience:

First Impression and Call To Action

@Ekaterina

Better Yet –

Give Them

The Reasons

for Liking

@Ekaterina

“Invite Your Friends”

Call to Action

Managing Permissions

@Ekaterina

Fan Only Content

@Ekaterina

@Ekaterina

Events

@Ekaterina

Discussions

@Ekaterina

Exclusivity

@Ekaterina

Live Chats

@Ekaterina

Lead Generation

@Ekaterina

Cross-Pollinate

@Ekaterina

Managing Your Presence

@Ekaterina

Moderation Guidelines

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Moderation Guidelines (cont.)

@Ekaterina

Promotions Guidelines

http://www.facebook.com/promotions_guidelines.php

@Ekaterina

Become a Fan of…

@Ekaterina

Analytics

http://www.facebook.com/insights

@Ekaterina

How Do You Know You‟ve

Done Something Right?

@EkaterinaWalter

Thank you!

Twitter: @Ekaterina

Blog: www.ekaterinawalter.com