Facebook Advanced

Eoin Kennedy Consultant

Online Strategy & Communicationswww.elucidate.ie

Eoin Kennedy

•18 years communications experience.•Current chair IIA SMWG.•Freelance consultant & Knudger.com•PRII, MII, UCD, H Dip.

Agenda

• Introductions/expectations.•Social Media Overview.• Facebook in Ireland.• Facebook Timeline.• Building a Facebook Page.• Uploading Content.

• Status updates• Photos• Presentations• Webcam

•Promoting your page •Facebook ads

•Group exercise •Making Custom Tabs

• Link to blog• Email capture• Database building• Running a promotion• F-commerce store• Misc tabs

•Insights.•Claiming a place. •Social Media Strategy• Using Mobile•Q&A

Social Media is not

Nor

Closer to

In reality its

Storytelling

Listening

Facebook in Ireland

•2 million •900 new per day •25-35 620K• Dublin 780K• # 60th • 45% pop versus 69% online• Average CPC €.41• 4 hrs per month *• 800k access via mobile *• Average user 30.5 yrs• Increasing passport

Ref: http://www.socialbakers.com/places/country/ireland/* http://blog.neworld.com/2011/irish-social-media-statistics/

Facebook Timeline

• Chronological• Fan interaction• Larger pictures• Messaging• Flexible Tabs• Telling brand stories• Driving traffic to websites• Fan page name change• New admin panel

Timeline AnatomyNew admin panel

Cover photo and small profile photo

New tabs

Pinned or feature story

Enhanced photos & friend activity/likes & milestone

New messaging functionality

Update button

Setting up a page

• Name and type of business

• Basic details• About and urls

• Tour• Get started

Admin Panel

Who has done what on the page

Who likes you

Direct messages from viewers

Activity and impact

Edit & protect page Facebook ads, invite & share

Main Page

Cover Photo

Profile Photo

Basic info

Tabs Panel

• Change by hovering over them• No price, purchase, contact, interface (like) or call to action• Set Facebook as page

Quick jumps

Updating

• Editorial calendar• Webcam

Updating

Promoting your Page

• Facebook Ads• Sharing content• Inviting friends• Email contacts• Website share• Collateral• Buy likes

Live Test Run

https://www.facebook.com/eoinkennedytraining

Group Exercise

• One month supply of Facebook posts.• If logged in – utilise one new function.• Webcam interview of one social media tip.

Tabs

Tabs Panel

• Default to 3 tabs• Can alter order• Connection to outside world• 3rd party app

Running a Promotion

• Search for easypromos/appsbistro.• Add app• Build promotion•Change image on site

Email Marketing

• Set up account with mailchimp or similar.•Find app on Facebook.•Upload app.•Customise.

Misc Functionality• Lujure App.

F-Commerce Store

• Vendorshop App•Add products• Select price & Distribution• Add app & approve

Insights

•Interactions• Views, likes, feedback, comments

• Users• New likes, lifetime likes, monthly active

users, monthly active, weekly active, daily active, active users

•Show stats• Like Sources•New Likes• Demographics• Tabs views•Media Consumption•Page post impression•Places

Insights - Fan

Look for legitimate fans.

Ads

• Simple ad design format• 1. Design the ad• 2. Target it• 3. Budget & Schedule• 4. Review and edit

• Think goals, review & adapt

Award Wining Facebook Page

• https://www.facebook.com/spin1038

• https://www.facebook.com/morningireland • https://www.facebook.com/meteor • http://www.facebook.com/TreyvaudsRestaurant • http://www.facebook.com/pages/ABBEYLEIX/31526382

6314?sk=info

Spin 103.8

Meteor

Treyvaud’s

Getting a like button

Claiming a Place

• Register a place with mobile• Verify ownership with Facebook • Check in• Watch comments by others• Highly visual• Review deals potential

Building a StrategyInternal

•Overall business objectives.

•Social and Online PR objectives.

•Describe success.

•What you need to succeed.

•How to mitigate the risks.

•Timings and budgets.

•Credibility

•Brand perception

•New products

•Generate sales

•Negative commentary

•Measureable, results, timely

•Link back to business objectives•

•Behaviours• Demographics• Psychographics• Goals and messages per different audience

•Length

• Term

What’s next!

Plan Communication•Listen/Engage/Monitor•Content Streams

Channels, Assets, Tactics•Review tools/Tactics•Social Currency•Conversationalists•Asset creation•Integrate

Mapping•Competitors•Keywords/Key phrases•ID commentators•Key SM•Reporting

Teams and Collateral•Multi agency•Multi Department•Crisis Plans•SM Guidelines•Content•Capability

Evaluate•Metrics

•Agile

•Map and share

Being Productive

Monitising Social Networks.

Thanks for your time.

Eoin Kennedy,

+ 353 86 8339540

+353 91 442 552

www.elucidate.ie

www.knudger.com

eoin@knudger.com

www.twitter.com/eoink

www.eoinkennedy.ie

Skype: eoin.kennedy.work