Facebook provides various tools and features for businesses to engage customers such as Pages to share information, Groups for private discussions, Events to promote upcoming activities, and Apps to integrate interactive experiences into a Facebook presence. The document also outlines strategies for businesses to utilize Facebook advertising, targeting, and storytelling capabilities to increase visibility and drive customer engagement.

1. 2: “FACEBOOK NATION”

2. Post Any Facebook entry
Status A single entry reflecting a location, activity or state of mind
update
News feed Constantly updating list of stories from people and Pages
you follow
Tagging Identifying text for a photo, video or post
Application Small program such as games or features added to a
Facebook account
Event A calendar-based resources that lets users share news
about upcoming events
Fan A person who connects or engages with a Page

3. STATS & FACTS
• 845 million active users
POPULATION
57% female; 43% male REGION %AGE
80% outside US/Canada N. 50.3
• Avg. user visits 40x/month America
Australia 37.7
• 1 out of every 5 page views
Europe 27.5
• 20-23 minutes spent per visit
L. America 25.5
• 1 in 7 minutes spent online are on Middle 8.4
Facebook East
• 425 million mobile users Africa 3.6
• 2.7 billion “likes” daily
• Avrge: 130 friends; likes 80 pages
February 2012

4. GROUND ZERO

5. Top networks in Europe
GROUND ZERO

6. FACEBOOK VS. WEB SITE
FACEBOOK WEB SITE
Ownership “Leased space” Owned real estate
Data control Complete ownership Complete ownership
SEO Google indexes little of Can advance page rank
Facebook
Set-up Easy & fast Simple to complicated
“Look-and-feel” Standard format Customizable
Management Constant Less demanding
Reach Facebook nation Entire Internet
Community Instant Must work to build &
maintain
Visitor value 18% higher conversion Normal conversion
Cost “Free” Minimal to expensive

7. FACEBOOK CHANGES (A LOT!)
“We are evolving from ads to stories. Ads come from anyone at
anytime. Stories come from people and things that you’re connected
to.”
- Mike Hoefflinger
- Director of Global Business Marketing, Facebook

8. FACEBOOK CHANGES (A LOT!)
• Facebook Profile -- > Timeline
– Seek to reduce information overload on news feed
– More visual
– Highlights feed
• Mix of stories published by page, by friends, & stories
that have received many Likes, comments & Shares
– Apps more visible
– Better administrative capabilities including real-
time monitoring & 1-to-1 messaging
– Realtime insights, plus knowledge about
effectiveness of posts

9. FACEBOOK CHANGES (A LOT!)
• Major changes
– Facebook Offers better than Facebook Deals
– No more default Landing Tabs (main page only)
– Now featured Apps
– Direct messaging added
• Plus/negative: More direct contact with customers
– Added “pins” & “starred”
– Milestones added
• Ability to tell a story
– Posts can be hidden without being deleted

10. • Coca-Cola
Facebook
strategy:
• Moving from
“creative
excellence” to
“content
excellence”
• From
announcement
& broadcast to
engagement &
conversations

11. Cover photo
Symbolizes your
brand/company
• No price/purchase
information (eg,
“40% off” or
“Download it at our
site”)
• No contact info (eg,
email, etc.)
• No references to FB
site features (eg,
like/share)
• No calls to action,
such as “Get it now”
or “Tell your friends”
• 851x315 pixels

12. Profile photo
• Sits on top of
cover photo
• Can be logo
• Represents your
brand anywhere
you
post/comment
• 180x180/32x32
About section
• Most relevant
information about
your business
• Appears on all
Pages

13. HOW TO USE FOR BUSINESS
Showcase
service,
customers,
Cover
products, team
photo
Consider
composite
photos
Profile Logo/icon for all
photo Facebook
What is your
business & what
About do you stand for?
section Can include
address, contact
info, Web site

14. Tabs/Apps
• Only four can
show
• Can have up
to 12
• First one must
be photos
• Rest can be
re-arranged

15. Timeline/
Milestone
• Highlight
important
events/tell
story
• Must
specify
year
• Must
include
photo &
title
• Can add
story
• Can
change

16. Star/highlight
• Makes posts widescreen
• Position on page doesn’t
change
• Only your posts
Pin
• Makes post appear at top of
timeline for increased visibility
• Only one item at a time
• Good for only 7 days (but can
re-pin)
• Only your posts
• Also change date, delete
photo, etc.
• Unpin returns to original place

17. Pin
• “Bookmark”
icon

18. Engagement
• What friends
like/post
• Posting/phot
os
• Interactive
games

19. For private
messages
Unique interactions
(posts, likes, sharing,
Posts etc.) Impressions
5-10 minute delay
Admin panel • Tools to create ads, • Target updates
• Metrics (impact of premium ads, • 1-to-1 conversations
posts) sponsored stories (eg, customer service)
• New likes • Hide posts w/o delete • Can be disabled

20. REACTION TO TIMELINE
• Usability (eye-tracking) test with Timelines
from American Express, Coca-Cola, Coldplay,
Gap, Manchester United & Pizza Hut
– Cover image is over-rated: Visually confused with
banner ads; seen as advertising
– About section: often overlooked

21. REACTION TO TIMELINE
– Interested in history: But unable to understand how
could have history before Facebook started
– Distractions: Didn’t like delays when new sections of
Timeline loaded
– Following friends: Great deal of interest in box that
highlighted friends who liked Pages, as well as status
updates or comments from friends. Strong
interaction with that content
– Pinning posts ineffective: Users could not
differentiate between pinned & non-pinned posts
– 4, not 12, apps: Users didn’t interact with add. apps

22. FACEBOOK
• Interest lists (aka “Twitter-fighter”)
– “Interest lists can help you turn Facebook into
your own personal newspaper.”
• Can create your own, share with others, or subscribe to
others
– Popular topics (eg, recipes, Man United) that
appear in left hand sidebar
– Comprised of stories from a list’s members
– Business applications
• Create lists that show industry expertise and quality
content

23. FACEBOOK FOR BUSINESS
• Visibility
– Advertising, Web links, etc.
– Like & Send buttons on site
• Engagement
– Frequent posts (highlight best;
every 3 hours?)
– Exclusive offers
– Interactivity
– Visuals
• Promotion
– Facebook ads
– Sponsored stories
– Reach generator
– Facebook offers

24. Localization
Customer, not
product focus
Interactivity

25. FACEBOOK FOR BUSINESS
• Facebook ads
– Targeting
• Location, language, education &
work
• Age, gender, birthday & relationship
• Likes & interests (“camping,”
“autos,” “travel,” etc.)
– “Friends of Connections”
• Targets friends of users already
connected to Page or App
– “Connections”
• Current fans (special offers,
customer loyalty programs)

26. FACEBOOK FOR BUSINESS
• Sponsored stories
– Basis
• George likes or posts on your Page
• This appears in news feeds of
George’s friends, but they might not see it
• Sponsored stories increases visibility by prominently
displaying them in news feeds & on right hand side
– Types of sponsored stories
• Page Like, Page Post, Page Post Like, App Used/Game
Played, App Shared, Check-in and/or Domain
See – “Domain” drives traffic from Facebook to your site
handout – “Page Like” promotes traffic to your Facebook Page
– “Page Post” turns a positive post or comment into an ad

27. FACEBOOK FOR BUSINESS
• Reach generator
– Advertiser pays fixed fee (instead of per-click or
per-view)
– Users must Like a Page, or user’s friends must Like,
Comment, Share, Check-in or claim an offer before
paid ad shows up in feed
– Facebook will push posts advertiser’s page into its
fans' News Feeds, mobile News Feeds, and log-out
screen
– Facebook guarantees content/ads will be seen by
75% of Fans

28. FACEBOOK FOR BUSINESS
• Targeting & budgeting
– Pick target group
• Variety of demographic/psychographic criteria
– Set budget
• CPM (cost-per-impression) vs. PPC (pay-per-click)
• Set maximum amount per day
• Determine bid price
• Use Ad Manager
– Impressions & clicks
– Audience characteristics
– Determine performance
by time period

29. FACEBOOK OFFERS
• Facebook Offers for sharing discounts
– Replaces check-in deals for retailers
– Distributed through News Feed or as
Sponsored Stories
• If consumer likes a brand, coupons are inserted into
his News Feed
– No cost
– Trackable
– Macy’s
• 3 days for 25% discount on $100+ purchases
• Claimed by 41,000 customers

30. FACEBOOK GROUPS
• Groups
– Let you share different things with different people
SHARE WITH
CONTROL ACCESS GROUP CONNECTIONS
•Secret: Only members can •Post updates, •Get notified
see group & what members questions, photos, about updates
post etc. •Connect off
•Closed: Anyone can see the •Chat with the Facebook using
group. Only members see group group’s shared
posts •Create share email address
documents
•Open: Anyone can see group
& what members post

31. PAGES vs. GROUPS
PAGES GROUPS
• Page info & posts are • Multiple privacy settings
Privacy
public (open, secret, closed)
• Anyone can Like a • Membership must be
Page & get updates approved
Audience
• No limits on Likes • Some features limited when
group tops certain size
• Page posts appear in • Members get notifications by
News Feed of people default when members post
who like Page • Posts are removable
Communication • Page admins can • Members can chat, upload
share posts & create to shared albums,
customized apps collaborate on docs and
invite to group events

32. EVENTS
• Timeline changes • Privacy option added
– Easier to make new events • Declines only sent to
– Sorted by activity user who invited them
• Contains option to ask
– Comments push activities up
questions
– Time & location for event no • Page also suggests
longer required people to invite

33. • FACEBOOK
• APPS
• Small programs that
can be integrated
with Facebook
pages via Open
Graph (allows
specific actions to
be shared on
Timeline, News
Feed, etc.)
– Gifting
– Quiz
– Surveys/polls

34. FACEBOOK
APP CASE
STUDY
Objective: Engage readers by having them go thru medical coding
challenges
Execution: After liking a Page, users are given a Coding Challenge
with medical case studies. They can read expert opinions &
compare them with their own. Users are able to share views
regarding the coding challenge until the Coding Specialist provides
“answer” to the Challenge
Results: 5,000 likes generated