How to use facebook for marketing and public relations, Tools, tricks, best practices.

1. Facebook for
Marketing & PR
Vincenzo Cosenza // Digital PR
June 2010

2. AGENDA
• Social Networks (facts & stats)
• Facebook for business
– How to built a Facebook Page
– How to buy social ads
– How to track your progress
• Social Plugins

3. SNS DEFINITION
danah boyd (Univ. of California-Berkeley)
e Nicole B. Ellison (Michigan State Univ.)
define social network sites as web-based
services that allow individuals to:
• construct a public or semi-public profile
within a bounded system
• articulate a list of other users with whom
they share a connection
• view and traverse their list of connections
and those made by others within the
system.
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

4. WHY ARE THEY SO IMPORTANT ?
• For the first time ever, social
network or blog sites are visited
by three quarters of global
consumers who go online
• The popularity of social
networking in Brazil is due to
the Orkut phenomenon, which
first appeared there in 2004
• Facebook’s reach is the widest
in Italy, capturing two-thirds of
the active unique audience in
April 2010, making the site
relatively more popular in Italy
than in the three major English- http://blog.nielsen.com/nielsenwire/online_
speaking markets. mobile/social-media-accounts-for-22-
percent-of-time-online/

5. SOCIAL NETWORKS IN THE WORLD
• A map of the world, showing the most popular social networks by country, according to Alexa
& Google traffic data
http://www.vincos.it/

6. FACEBOOK IN EUROPE
Top Country Users
United Kingdom 26,931,740
Turkey 22,501,180
France 18,691,520
Italy 16,255,200
Spain 10,531,140
Germany 9,804,208
Sweden 3,903,000
Belgium 3,491,620
Netherlands 2,597,680
Denmark 2,541,120
In terms of penetrations:
- Norway 53 %
- Denmark 46 %
- UK 44 % http://www.facebook.com/ads/create

7. TOP LANGUAGES
• The strongest growth among the language groups this month is coming from
Europe

8. WHY IS IT
IMPORTANT?
Almost 500 million users
more than 70% are outside U.S.
 50% of active users log on to Facebook in
any given day
 Average user has 130 friends
 Average user is connected to 60 pages,
groups and events
 More than 25 billion pieces of content (web
links, news stories, blog posts, notes, photos,
etc.) shared every month
 More than 100 million active users currently
accessing Facebook through their mobile
devices

9. FACEBOOK FOR
BUSINESS

10. DEFINE A GOAL
Now that Public Profiles have the ability to generate stories in Fans’ News Feeds, the
content and frequency of sharing has become more important than ever
Awareness • product updates, promotions, events, etc.
Build • engage in authentic conversations with your Fans and keep
your
Relationships brand top-of-mind
• get feedback from Fans or find out what people are talking
Get Input about
Motivate to Action • go buy my new product
Brand Evangelism • encourage Fans to help you reach new customers

11. FACEBOOK HAS 2 SOULS:
MARKETING & PR
Marketing PR
ADV + Social Ads Official Page
Applications
Community Page
Virtual Gifts
FB Connect + Social Groups
Plugins

12. OFFICIAL PAGES, COMMUNITY
PAGES, GROUPS ? 1/2
• Official Pages (aka Public
Profiles) enable public figures,
businesses, organizations and
other entities to create an
authentic presence on Facebook
• Community Pages (beta) are
dedicated to a topic or
experience. They are a
collection of Wikipedia pages +
status update related to a topic
• Groups allow people to come
together around a common
cause, issue or activity to
organize, express objectives,
discuss issues

13. OFFICIAL PAGE,
COMMUNITY PAGE,
GROUP ? 2/2
• If your campaign depends heavily on
regular communication with large numbers
of people, Pages are definitely your best
option. In addition you can:
– Get vanity URL
– customize them
– view demographic information
– Target posts and updates
• By contrast, if your goal is to maximize the
number of people that come in contact with
your brand, but communicating with them
over time is less important, the viral invitation
feature of Groups allows them to
potentially grow much faster

14. FB FOR PR: NEW OFFICIAL PAGE
• The old ―fan page‖ is
like a ―Profile‖ now
• Focus on the
―Stream‖ to
strenghten the
relationship with fans
Status Update Posted on the Stream And on the News Feed

15. HOW TO BUILD AN
OFFICIAL PAGE 1/2
• Official Pages are the foundation of your
presence on Facebook. It’s the place of your
relationship with your
customers/stakeholders
• Create a Page
http://www.facebook.com/page & choose
your category
• Upload a Profile Picture (.png or .jpg max
4MB - 200 pixels wide by 600 pixels high)
• Fill it with detailed Information
• Define the ―Wall Settings‖
• Use FBML box to create a landing page
http://www.facebook.com/apps/application.p
hp?id=4949752878

16. HOW TO BUILD AN
OFFICIAL PAGE 2/2
• Secure your Vanity URL
http://www.facebook.com/username/ (25 likes
needed)
• Once a Page reaches 10,000 fans, the
administrator is provided instructions on how to
authenticate the Page. Then he can see
detailed analytics
• Tip:
– Use third party tools like
http://www.involver.com/pages/index.html
– Connect your page to Twitter
http://www.facebook.com/twitter/

17. A POLICY FOR AN OFFICIAL PAGE
An example
Welcome to the official Brand X page. We encourage you to add your comments
and opinions, but please keep in mind that this is a moderated place for
discussions and not a public forum.
We reserves the right to delete comments that:
• contain vulgar language, personal attacks of any nature, or offensive comments
targeted at any ethnic, political or religious groups;
• contain spam or links to external websites;
• are clearly off-subject;
• promote illegal activities;
• promote specific products, services or political organizations;
• infringe upon copyright law and make unauthorized use of registered trademarks;
Brand Xreserves the right to permanently exclude, and/or report to Facebook, those
users that repeatedly violate these rules;
• For specific issues or questions, we kindly ask that you write to us at the following e-
mail addresses: externalrelations@brandx.com

18. HOW TO MANAGE AN OFFICIAL
PAGE
Plan • Setup an editorial calendar for you activities
Listen • Listen to the voice of your customers
Ask • Use Polls (i.e. what do you think of our new offering ?)
Answer • Answer the questions and the wall posts
• Photos and videos of the product or of the firm, news
Produce project previews
Offer • Coupons , discounts, free samples

19. OFFICIAL PAGES - DON’TS
Don’t use it exclusively for re-posting blog/website contents
Don’t talk exclusively about your products
Don’t do a monologue
Don’t use the Profile like a website (there’s a community to feed)
Don’t overwhelm your fans with messages (Start slow & share
when you have something interesting to say)

20. A TOOL TO MANAGE
YOUR PAGES
• HOOTSUITE is a web based service that
allows you to manage multiple accounts
across different social networks (Facebook,
Twitter, Linkedin, Foursquare,…)
• To add your Pages to HootSuite, go to
Settings, select Social Networks, then click
Add Social Network. You will notice an option
indented underneath Facebook that says
Pages. Click on this option, and you’ll go
through the same steps you previously used to
authenticate private Facebook profiles.
• You can also enable your team to manage the
same page through Hootsuite

21. HOW TO PROMOTE AN OFFICIAL
PAGE 1/2
Small trick
• Use the ―Suggest to Friends‖ feature on
the Page.
• Trick for inviting all your friends
– Once the page has loaded you should see
all of your friends, but they are not
selected.
– At this point, copy and paste the javascript
code below into your Web browser’s
address bar, then hit ―Enter‖.
– javascript:elms=document.getElementById
('friends').getElementsByTagName('li');for(
var fid in elms){if(typeof elms[fid] ===
'object'){fs.click(elms[fid]);}}
– If all goes well, it selects all of your friends!

22. HOW TO PROMOTE AN OFFICIAL
PAGE 2/2
• Engage unofficial groups of fans
• Advertise your FB page on
– TV Commercials
– Online Ads
– Website Link
– E-mail Link
– Facebook Ads

23. ADV THROUGH MEDIA
CENTERS/ENGAGEMENT ADS
Page/Website Ads Event Ads
Video Ads
Gift Ads

24. SOCIAL ADS
 Design your Ad http://www.facebook.com/ads/create/
 Target your audience by: location (country and city),
age, sex, keywords, education, workplace,
relationship status, relationship interests, languages
 Decide your daily budget and schedule
 Track your progress with real-time reporting
 Facebook ads that send traffic to other websites
historically have performed quite poorly, while ads
that direct traffic to Facebook Pages perform well.
FB users becoming fans of your page is a valuable
conversion, because you’ll be able to communicate
with them directly as long as they’re fans of your
page.

25. FACEBOOK APPLICATIONS
• Apps are a great way to involve
your customers
• There are more than 100,000
applications currently available in
the Facebook Application Directory
http://www.facebook.com/apps/dir
ectory.php
• Spanish is by far the language with
the most apps developed
• Take a look at the App Directory to
come up with ideas for your Application Statistics
customers http://www.allfacebook.com/facebook-
• Find a local developer to partner application-statistics/
with

26. VITAMIN WATER
An app to Involve Consumers in Co-Creation
• Vitamin Water (owned by Coca-Cola) created an
innovative and funny Facebook application called
―FLAVOR CREATOR‖
http://www.facebook.com/vitaminwater
• The goal was to involve consumers in product co-
creation. They were invited to
– Create a new vitamin formula (by mixing flavors)
for a new product release
– Choose the name of the new product
– Design the new product packaging even offering
(the best won $5,000)
• Results:
– 7+ minutes of engagement per app session
– 40K unique label designers
– A lot of media coverage
– New flavour launched in April 2010

27. CHEVY
• How to promote your brand without Ads? Create a
useful application like Chevy Fuel Finder
• Enter in your zip code and it will give you a list of gas
stations with addresses, gas prices, and an
interactive map in case you don’t know where you’re
going.
• You can compare your local gas prices to those of
your Facebook friends.
• Surprisingly, the ads inside the app don’t feel like ads
at all and come in the form of more discreet features
that allow you to analyze and compare the fuel
efficiencies of different Chevy cars.
• http://apps.facebook.com/chevyfuelfinder

28. FACEBOOK CONNECT
• Connect is a simple piece of code
that allows you to bring your social
graph (your friends) to your
customer’s website
• Users bring their real identity to
Connect partner sites, including:
interests, age, gender, location,
profile picture, name, friends,
photos, events, groups, and more.
• Users can easily share their actions
on partner sites with their friends via
Facebook Feed, requests, and
notifications.
• More than 10,000 websites have
implemented Facebook Connect

29. CONNECT: LUFTHANSA
Through Connect implementation MySkyStatus information
about your flight can be shared automatically on Facebook
and Twitter

30. CONNECT: PROTOTYPE &
DISCOVERY CHANNEL
http://www.prototype-experience.com/
http://vimeo.com/4975168
http://dsc.discovery.com/sh
arks/frenzied-waters/

31. VIRTUAL GIFTS
Another way to engage with your
audience
• Virtual Gifts are simple images/apps that
represent an object
• Users can buy virtual gifts and send to
your friends (1 $ = 100 credits)
• For brands they are a funny way for
engaging their audience
• For FB is a ―100 million $ per year‖
business
• FB is testing an advanced form of virtual
gift.
• In the future you can use it as a ―super http://www.facebook.com/giftshop.php?ref=ts
like‖ for commenting you friends’ status

32. FACEBOOK INSIGHTS
• FB has launched a new dashboard for all FB
objects (pages, applications, domains)
http://www.facebook.com/insights
• Each FB page and each FB application come
with an analytics dashboard to track user
interactions
• Today you can also see FB metrics related to
a domain in order to track shared objects and
likes

33. FACEBOOK SEARCH
• Facebook has never been known for their
powerful search functionality…but things are
changing…
• Thanks to integration with FB’s new Open
Graph protocol, sites like TripAdvisor.com are
now showing up in Facebook’s search results
• Tip
• If you want to search inside Facebook
without logging in try
http://openfacebooksearch.com/

34. EXTEND
FACEBOOK:
SOCIAL PLUGINS

35. LIKE BUTTON
• Social plugins are the easiest way to get
started with Facebook Platform. The plugins
are embeddable social features that can be
integrated in your site with a line of HTML.
Because they are hosted by Facebook, the
plugins are personalized for all users who are
logged into Facebook — even if the users
haven't yet signed up for your site.
• The most important social plugin is the Like
button, which enables users to post pages
from your site back to their Facebook profile
with one click. You can add a Like button to
any page with an iframe tag
• Examples of ―the like power‖
– http://likebutton.me/
– http://itstrending.com

36. ACTIVITY FEED
• The Activity Feed plugin displays the most
interesting recent activity taking place on your
site.
• The activity feed displays stories both when
users like content on your site and when users
share content from your site back to Facebook.
• If a user is logged into Facebook, the plugin
will be personalized to highlight content from
their friends. If the user is logged out, the
activity feed will show recommendations from
your site, and give the user the option to log in
to Facebook.
http://developers.facebook.com/docs/reference
/plugins/activity

37. RECOMMENDATIONS
• The Recommendations plugin shows
personalized recommendations to your users.
Since the content is hosted by Facebook, the
plugin can display personalized
recommendations whether or not the user has
logged into your site. To generate the
recommendations, the plugin considers all the
social interactions with URLs from your site.
For a logged in Facebook user, the plugin will
give preference to and highlight objects her
friends have interacted with
http://developers.facebook.com/docs/reference
/plugins/recommendations

38. LEVI’S FRIEND STORE
• Best practice: Levi’s Friend Store
http://store.levi.com
• Personalizing the shopping experience
enabled Levis.com customers to engage with
Levis products and interact with Levis.com as
an extension of their personality.
• The Levis.com "Friends Store" is a destination
personalized to every Levis customer, where
they can interact with and purchase products
their friends have liked and shared.

39. RESOURCES
• Daily news
• Inside Facebook
• All Facebook
• Facebook Resources
• Facebook Pages
• Facebook Marketing Solutions
• Facebook for Influencers
• Facebook Ads
• Books
• Facebook Marketing an hour a day (C.
Treadway & Mari Smith)
• Facebook Marketing Bible (J. Smith)

40. Thank you
Vincenzo Cosenza // Digital PR
vcosenza@digital-pr.it
www.vincos.it