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OPTIMISING FACEBOOK & YOUTUBE FOR BIZuseful tips, tools, & tricks

JUNE 2011

2TABLE OF CONTENTS optimising for facebook & youtube

Overview of FB Pages 3

Posting FB Content 5

Being Proactive on FB 8

Understanding YouTube 12

Next Steps18

3OVERVIEW OF FB PAGES using facebook as page

1.) Toggle from personal facebook page to admin as a Page

2.) Select Switch to act as the Page

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Pre-Select Relevant Pages to follow & comment on.

View Latest Summary of Insights for the page.

Recent Fans – a live-stream of fans who Like the page.

Live Notifications of comments & actions on the page.

OVERVIEW OF FB PAGES using facebook as page

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Questions – Entice fans to engagement with simple polls & enquiries

Lots of Photos –With photos now the prime real estate of brand pages, its important to keep this content updated.

Relevant Links – Facebook will auto-create thumbnail & description AND/OR insert playable video (ie, YOUTUBE)

POSTING CONTENT varying your content updates

**NOTE ON PHOTOS** Fans can now tag pages in their personal photos! This is a great way to get further promotion for a brand page, but make sure to untag negative or inappropriate photos.

6POSTING CONTENT posting a youtube video

7POSTING CONTENT posting a question or poll

Tag pages in your polls to show up in their feed!

Uncheck this link to keep fans from adding additional choices.

8BEING PROACTIVE featuring other pages

Partner with other Pages to do cross-promotions. ie, you’ll feature their page if they’ll feature you, etc. This will help drive additional eyeballs (& hopefully Likes) to your Page.

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A status update or comment tagging you

you tagged them in a post

You post a status update

You tag another page or person in a post

You write on their wall or comment on their post

You comment on another person or page’s post

(Recent Activity) – your fans will not be able to comment

viewable in their friends’ feed

viewable only on their page public wall

viewable to your fans (on page & in feed)

When are comments viewable?• When tagging someone in a post,

the comment goes into their ‘everyone’ news feed (default for pages), but DOES NOT get sent out to fan newsfeeds.

• When another Page tags YOU in a post, it gets sent out to their fan news feeds, as well as shows up in your Everyone feed.

• If you post on another page or person’s wall, it shows on their Everyone wall. This could get shown in YOUR friend/fan newsfeeds too (especially if the post has multiple comments).

BEING PROACTIVE news feed distinctions

10BEING PROACTIVE fan gating with wildfire’s iframes for pages app

HERE’s a link to a great How-To for Wildfire’s FREE* iFrames for Pages App:http://www.marismith.com/iframes-facebook-app-fan-gate-wildfire/

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**WHEN SHOULD YOU POST?**A new study was released this week that indicated that Saturday at 12PM is the peak posting times for higher engagement on Facebook.

There is also a clear spike upwards from Friday morning through Sunday.

BEING PROACTIVE optimal timing for posts

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Why YouTube?

1. Varying Content: People get bored with word post after word post after word post – They are looking for you to mix up your content & offer something new, interactive, and visually stimulating. Creating & managing your own YouTube video content satisfies this need for your brand and increases fan and customer engagement.

2. Increasing Search-ability – You want to reach people who may have not already discovered your business or brand. YouTube offers a great way to increase your discovery via search around your key topics of expertise. By continuing to develop & showcase creative video content, you are ever increasing the chances that you will be discovered by an errant searcher.

UNDERSTANDING YOUTUBE determining its purpose

13UNDERSTANDING YOUTUBE uploading a video

Optimizing your video uploads:• Ensure that video & audio lengths within

video are the same.• Originals please! The less re-encoded a

video is, the better. (Keep original frame rate & aspect ratio as well)

• Upload in the highest resolution possible.• Test that your audio & video quality are

acceptable before making your video public.**

• Do not letterbox or use pillarboxing bars – Youtube will automatically add bars so that your video will be displayed correcting without cropping or stretching.

Video Specs• Less than 2GB in size• Less that 15 minutes* in length• Supported YouTube file formats:

• .MPEG4 and MOV files (apple)

• .AVI (camera filetype)• .WMV (windows)• .FLV (adobe)• WebM, .MPEGPS, 3GPP

**YOU CANNOT REPLACE A VIDEO ONCE IT IS MADE PUBLIC – All views, ratings, and comments will be lost if a video must be updated.**

**The average attention span for videos is between :30 and 3 minutes. Try to keep video content within these parameters if possible!**

14UNDERSTANDING YOUTUBE increasing search & view-ability

Write a clear description of the video (Include relevant keywords in the copy)

Determine Title (something both informative & engaging)

Set relevant categoryTag search keywords (including subject of video, relevant people, & your brand – separate by commas)

Choose thumbnail

Allow Comments

Set to public view (when your content is ready to go live)

15UNDERSTANDING YOUTUBE using keywords

Tagging : Thought Checklist Who is your audience? What will your audience be searching for? Are there personalities/celebrities in your

video? Is your video about a specific group or

organization? What are the main topics of your video? Are there general tags for your content

that you should always include?

16UNDERSTANDING YOUTUBE using youtube insight

Use Hot Spots tool to determine point where your content is most engaging.

Use Discovery tool to determine where your traffic is coming from.

17UNDERSTANDING YOUTUBE adding annotations

Add an annotation (Choose type)

Add hyperlink & text for your annotation

Select spot you wish to annotate within video

Set length parameters & make sure annotation works while video moves

18NEXT STEPS weekly milestones

1. Vary facebook status content posts regularly. Include at least one poll and one video each week.

2. Experiment with fan gating. Sign up for wildfire app asap (while still free) and try out for the 1st week.

3. Determine 3 pages to partner with and develop a plan to cross-promote each other’s content through tagging and featured pages.

4. Audit videos to-date using youtube insight to determine most successful content. Use tagging checklist to optimise video tagging moving forward.

5. Annotate a video with link back to site.

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MEGAN ANHALTstrategist

megan.anhalt@ogilvy.com.auphone. 02 8281 3293twitter. @megbomb