As we transition from a web of pages to a web of posts, form a a web of links to a web of "likes," understanding how to use Facebook for Business is becoming increasingly important. Hear what's covered in this class, and what you'll get if you sign up for this online course.
Time is a finite resource. And the web is full of self-proclaimed experts. Find out what makes this trainer different.
Find out what previous attendees of Eric Schwartzman's social media trainings have to say about his courses.
Before you sign up, please watch this lecture to make sure you're ready for this course. Here's what you you need to know before you start Facebook for Business.
Adoption rate, user growth, user geography, Moore's Law, Facebook in China, page views, number of connections, B2B applications, Branch Out and business communications on Facebook.
Newsfeeds and apps: How Facebook beat MySpace at the social networking game. Facebook as a social operating system. Spotify. Facebook profiles. Facebook's terms of service. Status updates. Private and public status updates. Timeline as a competitive strategy against Google Plus. Timeline as the end of scrap booking.
Accessing your Facebook privacy settings. Controversy surrounding Facebook's changes to their privacy settings. Adjusting your Facebook privacy settings. Recommendations for how to set your privacy settings for maximum benefit if you're Facebook for Business.
Installing Facebook Profile Badges to extend the reach of Facebook to your website of blog and grow your network through your destination website. To access Facebook Profile Badge, click here: https://www.facebook.com/badges/profile.php
How and why you should get a custom URL to your Facebook profile, and where to use your Facebook profile for business once you've got it.
To get your Facebook URL, go to: http://www.facebook.com/username
Or go to your Account Settings at:
Select the "General" tab and edit the Username field to the Vanity URL you would like.
To convert the Facebook profile of a deceased member to a Memorial Page, click here: https://www.facebook.com/help/contact/?id=305593649477238 The New York Times article referenced in this lecture is available here: http://www.nytimes.com/2010/07/18/technology/18death.html
Challenges of monitoring conversations and searching status updates at Facebook.com. Searching Facebook status updates at http://www.bing.com/social
Note: While the audio portion of the screencast demo in this lecture is audible, there is some background noise. It is scheduled to be remixed to improve its fidelity.
Traffic, engagement and insights: why businesses Facebook. Pages, Apps, Ads and Open Graph: how businesses Facebook.
Specifications of a Facebook Page Cover, getting through to friends of friends, the Terms of Service of Facebook Pages, KNBC-LA's noncompliant Facebook Page Cover , using "cute" images to lure "likes."
Taking a strong position in a Facebook Status Update. Cutting through the clutter with uplifting, positive (or vitriolic, negative) status updates.
Learn how Facebook ranks status updates in the default "Top News" sort option on your Facebook Wall, and why that's important when using Facebook for Business.
In their attempt to segment their personal and professional identities on Facebook, many users -- particularly in the developed world -- abstain from using Facebook for Business altogether. Find out how to use Public Figure pages to maintain a personal and professional presence on Facebook without violating the terms of service.
Screencast demo covers accessing Facebook Pages, the Facebook Page Admin Panel, posting Event Milestones to Facebook Pages, Finding Status Updates on Timelines, sharing Status Updates with dates and links on Timelines, posting past events to Timelines without sharing on the newsfeed, editing the image, title and description of a link shared on a Facebook Page and highlighting, hiding, deleting and pinning Status Updates.
Note: While the audio portion of the end of this screencast demo in this lecture is audible, there is some background noise. It is scheduled to be remixed to improve its fidelity.
The World Economic Forum Page Timeline as an effective demonstration of how organizations can best take advantage of Facebook for Business.
Where to put a question in a Status Update, which types of questions to ask, optimum status update length, shortcomings of link shorteners and the best days and times to post status updates on Facebook.
Download the Buddy Media Report at http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
Research on why people "Friend" Facebook Company Pages, Terms of Service of running Promotions on Facebook Company Pages, Facebook Canvas, Facebooks Apps, running Facebook promotions off-page, using Wildfire and Buddy Media for Facebook promotions.
Best practices on achieving maximum engagement when sharing pictures and videos on Facebook Pages. Includes examples from Zappos, Amazon, Stonyfield Farms and Titliest.
Screencast demo covers tagging Profiles and Pages in the body of Status Updates and adjusting your Privacy Setting to approve tags others make to your profile before they go live. Includes a short demo on finding links to share on Facebook using Google Reader, a tool that can be used to build a custom social media monitoring dashboard. Google Reader is covered in more depth in the Social Media Monitoring for Business course. Includes a case study involving a Palms Casino Twitter marketing stunt that was discussed on the For Immediate Release Podcast by Neville Hobson and Shel Holtz.
Using the Facebook Open Graph to extend the reach of Facebook to a destination website with the "show faces" option which automates the social marketing process. This lecture includes a case study of the Le Web conference every December in Paris uses Facebook "Like" buttons to extend their reach and frequency.
Screencast demo covers how to generate and embed a Facebook "Like" button on a blog or website.
Screencast demo covers pinning posts to the top of a Facebook Page.
Follow up materials are available in the supplemental resources of this course. You can purchase a copy of "Social Marketing to the Business Customer" here .
Explanation of why linking to a Facebook Page from your website is not as effective as using a "Like" button to extend the reach of Facebook to your destination website, using the Ducati Motorcycles website as an example.
How Greenpeace effectively hijacked the Nestle Facebook Company Page with an attack ad that infringed on a Nestle Trademark, provoking a cease and desist that was published to the Internet resulting in the Streisand Effect .
Using the Facebook Open Graph to make your website social by design. Uses a case study from Amazon about how they integrate Facebook into My Amazon. Warner Takaki is featured.
On April 20, 2010, an explosion on an oil rig licensed to BP in the Gulf of Mexico triggered an oil spill that has resulted in an ecological and financial disaster of global proportions. United States Navy Public Affairs Officer Jim Hoeft who is coordinating communications at the Official Site of the Deepwater Horizon Unified Command for the Joint Command Center in Louisiana briefs on the process communicating the worst oil spill in history via social media.Deepwater Horizon Response Resources:
0:55 | The state of affairs at the Joint Command Center in Louisiana, and whats being done to communicate the scale of the disaster. |
2:30 | The approval process for communicating what is happening operationally. |
3:15 | The National Response Framework chain of command and participating agencies. |
4:15 | |
5:37 | |
8:21 | This is the first time that the Federal Government has tried to implement social media tools in a National Crisis, says LTC Heoft. We didnt have this during Kartina. We didnt have this during 9/11. Were learning where online communications falls in the national response framework, he continues, suggested that trending question occurring via social media can be used to help the Unified Command respond to issues that are most important to the public. |
9:35 | The challenge of monitoring social media manually, since no good measurement or sentiment analysis tools exist. |
11:20 | Using social media trend reports to provide feedback to command about the issues people are talking about most. |
13:25 | Resources required to staff the social media monitoring effort and the use of Cover it Live to live blog developments. |
15:23 | Prioritizing social media communications channels. |
19:21 | Which social media channels have been most popular for disaster response? |
22:14 | The shortcomings of Facebook as a Government crowd sourcing tool. |
24:05 | The LMRP cap containment strategy, the latest effort to contain the leak. |
25:31 | Online communications will definitely be part of the national communications framework moving forward. |
26:47 | |
28:45 | End |
Screencast demo covers building your network, setting up boards, deleting boards, business applications, integrating Pinterest into the online research process, pinning images, titling pins, selecting a category, configuring a Pinterest button and embedding a Pin It button on a destination website.
Screencast demo covers all the basic features G+ offers including building your network,
creating and managing Google Plus circles, tagging posts, sharing from Google Reader, setting up profiles, adding images and video and a Google Hangouts demo. Also, the business case for supporting G+.
Overview of the supplemental resources that are available as part of this course.
So rather than have to fill out some lengthy form, they can log in with one click. When they do, you get the opportunity to capture and keep much of their profile data and check out their social graph. The result is a huge increase in site registrations, a much more engaged community and nine times the referral traffic.
In this audio resource, Tore Steen, VP, Marketing and Business Development at Janrain and former VP of Business and Corporate Development for WebTrends explains the concept of a user management platform for the social web on non-technical terms, makes the business case for implementing the service and the future of marketing on the social web.
SHOW NOTES
01:24 -- An explanation of the Janrain user management platform for the social media, which offers a way for visitors to your website to use their Facebook, Twitter and 14 other social networking credentials to register for your website.
03:03 -- The benefit of having visitors use Facebook or Twitter credentials to register when they visit an organizations destination website.
04:14 -- The top three preferred identity providers today in order of importance are Google, Facebook and Yahoo, but business-oriented sites tend to draw more Linkedin registrations and visitors to consumer oriented-sites tend to use their Facebook identity to login.
05:24 -- The richest profile and social graph data that a website can receive is from a Facebook user, because Facebook has the most information because of their like button and the information users store on theirs profile page. Other identity providers are currently jockeying to find a way to capture and provide a more detailed portrait of their users.
06:43 -- There are ways to determine who the most influential people whove liked your organization on Facebook are. You can see what other brands theyve liked and when they publish to your Facebook Page. On average, for every Facebook Page post that someone makes on your Wall, there are an average of nine inbound referrals generated to your Facebook Page from that persons network of friends. Looking at whoever brings the most referrals to your website is a great way to see who your most influential Facebook friends are.
08:02 -- If youre using a user management platform for the social web, every time someone uses their Facebook credentials to sign into your site, you get a list of their friends so you get an understanding of their social graph. On the Mahalo site, if you use Google to authenticate, you can bring your address book and invite your friends through an automated pick list.
09:18 -- Given that Facebook is known for random terms of service changes, organizations can mitigate the risk of relying solely on Facebook for access to their constituents by capturing and storing the registration data in their own contact management database as well.
11:48 -- Making it easy to share web pages or content was the rage a couple of years ago, but today, its about making it easy for users to share activities or the ways they participate online. CitySearch uses Janrain to allow visitors to post a link to the restaurant reviews they write to their Facebook newsfeed, driving richer engagement. Other activities that could become advocacy or public relations opportunities through integrated sharing include e-commerce transactions, white paper downloads, charitable donations or any other online activity that someone might want to share with their friends and followers online.
12:48 -- Responding to the growing interest of their customers in fortifying their presence in the mobile environment, Janrain optimized their user experience for a variety of mobile browers first, so smart phone users would have a positive experience logging in with a handheld device. They also released a software developers kit to embed the Janrain user management platform for identity management into custom apps. zoday, Janrain supports iPhone and will release support for Droid in the fourth quarter of 2010.
13:57 -- Because theyve seen greater adoption of apps by Droid users, Janrain decided to offer Droid support next, though they intend to eventually support Blackberry as well.
15:24 -- The old metrics were quantity of site traffic, time spent on site and passive page views. But the new metrics on the social web are about quality of site traffic, interactions that occur and active sharing. its a shift from measuring traffic, to measuring actions. The easiest way to calculate the ROI of a user management platform for the social web is to compare the number of unique visitors that registered prior to deployment, to the number of registrations that occur after deployment.
16:25 -- The second new metric to monitor is the referral traffic from the social sharing feature and see how many of those referred visits result in some sort of transaction, be it a CPM, e-commerce or lead generation.
17:49 -- User management platforms do require a web developer to get up and running, but the products have thus far been largely embraced by web development community, because it solves a very specific need for marketers, and insulates developers from having to innovate a solution from scratch.
19:06 -- Janrain does have WordPress and Drupal plugins available, but they require some coding to get up and running. Theyve also partnered with Kick Apps and integrated their user management platform into that solution as well.
21:24 -- End
BONUS CONTENT
In this episode, Jeff Jordan, product manager, social media and video measurement and Tim Waddell, director of product marketing for the Omniture business unit of Adobe talk about audience segmentation, sentiment analysis and having your Facebook page brandjacked.
Through a global partnership with Facebook, Omniture SiteCatalyst,Discover and Search Center Plus report the ROI of Facebook marketing campaigns by monitoring activity on Facebook Pages, inside Facebook Apps, from Facebook Ads and activity through Facebook Connect/Open-Graph, which extends Facebook functionality to destination websites.
SHOW NOTES
05:11 -- Omniture Discover, an advanced segmentation tool, which can be used to discover which of your Facebook audience segments generate the most revenue.
08:37 -- Omniture intends to launch an analytics component for monitoring sentiment by keyword.
10:38 -- In previous episode of this podcast with Rob Key of Converseon, he said beware of any listening provider that claims 90% accuracy with computers. A discussion of just how far off accurate sentiment analysis is, and using it as directional data and for spotting potential trends.
13:36 -- Earlier this year, Nestle had their Facebook page brand jacked by Greenpeace. People where flocking to their Facebook page in droves, posting their disapproval of the companys use of palm oil, which they believe is helping to push orangutans into extinction. A discussion of how, if at all, Omniture might help a company protect its Facebook page from being brandjacked by grassroots activists.
16:11 -- In a previous podcast with US Navy public affairs officer Jim Hoeft, we learned that Operation Deepwater Horizons Facebook Page was literally overwhelmed with thousands of comments during the BP Oil Spill in the Gulf, which the page administrators had no practical way to export or analyze globally. How do communicators mitigate the risks associated with launching a social networking presence that can be impossible to manage in the event of a crisis?
18:43 -- Using analytics software to determine influence and analytics package rankings.
21:51 -- End
Why is it some Facebook wall posts get likes and comments, while others get none? When is the best time to post, how often should you post, are there certain words that generate a higher response rate? Whats the science of procuring engagement on the worlds largest social network? In this episode, we explore what makes a great Facebook wall post? The best shares arent random. There is a method behind the madness. Listen to this podcast with Buddy Media director of communications Joe Ciarallo (@joeciarallo) and find out how to create effective Facebook wall posts based on a research study his company did on the shares of 200 name brands over a 2-week period.
Joe also talks about how to optimize your status updates for Facebooks Edgerank so fans see it their newsfeed.
Topics discussed:
- Optimum Facebook post character length
- Benefits and drawbacks of URL shorteners and the problem with long URLs
- Words that appeared most in top liked and commented shares
- Which words appeared most frequently in ineffective engagement in Facebook
- The impact of likes, comments, affinity and time on Facebook Edgerankings
- Why NOT to ask why in your Facebook wall posts
- Purchase intent and recommendation likelihood of Facebook Fans vs. Twitter Followers
- Whats the ROI of a Facebook fan?
- Niche marketing, B2B marketing and brand building on Facebook
- Shel Holtzs recent interview of Brian Solis
These savvy marketers are using Facebooks Graph API to collect basic demographics on their visitors and request permission for extended demographics in exchange for premium services that improve the functionality of their websites. When you have a rich make a market for your product and services.
In this episode, you will learn:
- The benefits of installing Facebook Like buttons
- How to use Facebook Like buttons to achieve massive reach
- How optimize Facebook Like buttons for maximum engagement
- How to use the Facebook Activity Stream and Live Stream social plug ins.
What makes social media marketing so elusive for old school marketers is scalability. An individuals social network is tiny compared conventional, mainstream media audiences. The prospect of going head to head with a million audiences of 12 seems impossible.
La Costes 3.8 million Facebook friends have 112 friends collectively and theyre combining Facebook Page publishing with Facebook Ads to continue to expand their social graph. Find out how theyre doing it, Facebooks future plans for FBML, best practices for Facebook Page Marketing, best practices for Facebook Ads, Facebooks own scaling challenges and the tangible business benefits of marketing with Facebook Pages.
Why use Google+ when theres always a new social network? What are the benefits of using Google Plus? What are the advantages of using G+? And how, if at all, will Google+ impact Google search, if its successful?
Think about it. Over the last 7 years, online conversations have moved from blogs to social networks. The most engaging status updates, tweets and shares generate conversations, edging them up to the top of the stream.
On the other hand web pages are ranked largely by inbound links. While these published, referring links are no less useful than they once were, there are also fewer of them today for Google to count.
Comments, likes and shares arent inbound links, but they have become important measures of influence. If Google cant figure out a way to integrate social signals into search, Page Rank is at risk of obsolescence.
Does Google+ potentially give Google search the social signals it needs to stay relevant? Is the introduction of G+ Circles siginificant? Should businesses be thinking about how to use Google+ in their social media outreach strategy? Or are we essential just trading the measure of influence for the measure of popularity?
Topics Discussed:
18:34 - Jay calls Google an algorithmic cake trying to add social frosting, while Facebook is a social cake trying to add an algorithmic frosting. The algorithmically based Google adds a social layer with Google+; while socially based Facebook tries to go algorithmic with Edgerank.
19:53 - Google already has a plethora of ancillary online services, like Gmail, Google Maps and YouTube. Google+ gives it a chance to vertically integrate these services with a social wrapper and use them in a way that enhances the overall user experience.
25:39 - Google, Adwords and G+.
27:56 - How should business take into account new social network when developing a social media strategy? Jay points out that you need to be clear that your business strategy is simply not about collecting likes or fans, but that you see a resulting behavior change like buying the products. If your strategic plan is how to use a tool, you will always be playing catch up. How should business use Google+ to support their social media strategy?
33:58 End
The workshop also features presentations by Facebook partner Axel Dauchez, CEO and Beatrice Tourvieille, marketing director at Deezer, and Jens Begemann, Founder and CEO or Wooga Games.
After a thorough discussion about the rationale behind the introduction of Facebook Timeline and the business case for integrating Facebook into online services to promote viral distribution, the developer partners discuss the increase in users theyve secured, and why Wooga is focused on HTML5 as the future of social mobile app design.
Topics Discussed:
- Why Social Design is the Future of Social Marketing
- Facebook Social Graph, Object Graph and Interest Graph
- Redesign of Facebook with Messaging, Newsfeed, Ticker and Profiles
- From Edge Rank to Graph Rank, and it Changes Social Optimization
- Beyond the Like Button. The Lexicon of Expanded Social Gestures
- Why Fiskers and Geno Church Should Think Long and Hard About Timeline
For my write up on the workshop, please read the blog post Why Social Design is the Future of Social Marketing which is right here.
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