Evolution of facebook and feasibility of use in education industry

1. facebook
for
Educative Communication
Presented by – Mohit Gupta

2. Purpose: Executive Summary of Facebook
Industry: Education
Audience: Aptegra Solutions Executives
Duration: 1 hour
Content Tags: Education, Conversations, Academia, social
media, Facebook, Fan, Page, Stats, PR, News, Emergency,
Communications, Marketing, Alumni, Student, Engagemen
t, Policy, Planning, Strategy, Mobile, Emerging
Technology, Trends, Best Practices .
Author: Mohit Gupta
Presentation - Overview

3. Business “Pages” Profiles
History, Stats, Growth Trends
Usage – Market Data
Great ideas for Education Industry
Examples from other Schools
Integrated Marketing Options
Best Practices & Tips
Facebook Platform
Overview

4. Pages allow local businesses, brands, musicians, and
all types of organizations to create a presence on
Facebook for free.
Users can interact and affiliate as a “fan” of a
business or organization in the same way they
interact with other facebook user profiles.
Once a fan of a business on Facebook, users can share
information about that business with their friends.
Facebook
*Pages*

5. February 2004
Mark Zuckerberg
and co-founders
launched
Facebook from
their Harvard
dorm room
6 years ago
History

6. Facebook now has more than
1.15 billion active users,
up from only 50 million as
recently as 2007.
April, 2009
- 200 million
Stats

9. “People that use Facebook on their
mobile devices are
twicemore active on Facebook
than non-mobile users.”
- Facebook
Facebook Mobile

12. Facebook Company Figures
More than 600 million active users
50% of our active users log on to Facebook in any given day
More than 75 million users update their status each day
More than 160 million status updates posted each day
More than 4 billion photos uploaded to the site each month
More than 7 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) shared each week
More than 7.5 million events created each month
More than 13 million active Pages on Facebook
More than 4.5 million businesses have active Pages on Facebook worldwide
More than 30 million people become fans of Pages each day
Pages have created more than 7.3 billion fans
Facebook 2012 Stats

13. 13

14. Enrollment – Student Recruitment
Alumni Relations
Sports Programs
Events Management
Promotions, Contests, Special events
Campus Life
Emergency Communications
Education
student Engagement Ideas

15. Facebook can and should be integrated with your other
existing digital and social media content, e.g.
Blogs, Photos, Videos, Events, Announcements, Competiti
ons, Calendar reminders, Awards, Grants, Research, etc.
Drive traffic to your Facebook site – let users Discovery
your other sites too. Connect / Engage.
Use tools to “automate” integration on your Page (RSS
feeds, twitter updates, flickr photos, YouTube videos, etc)
Facebook –
Media Hub

16. Create Policies for Academic Staff, Faculty & Students
Create Processes & Workflows for Teams
PR, Marketing, Communications and Emergency messaging.
Have a planin place for any “online” PR event - including
negative and positive events happening in real-time.
Do you leverage GOOD news as effectively as managing BAD news?)
Culture permeates throughout your social web presence
Unify messaging & consistency “Voice” across all sites.
Social Media requires
Policy & Processes to Succeed!

17. Some Higher Ed institutions are using Facebook in
novel ways for * Emergency Communications *
Event / Planning Changes
IT Systems – outages, upgrades, etc
Weather impacts
Power outages
Facebook is a quick way to get the word out
Students read your content and share with friends!
Facebook - Emergency
Communication Central

18. Advertising – place highly targeted Ads on facebook
Mobile – geo-aware “Check ins” via facebook
Games – virtual economy “cash” “prizes”
YouTube – semi-live events. Campus leaders “take
your questions” answer back via Video
YouTube – M.I.T. “Free Online Courses”
Streaming Events – like the “Oscars”
Real-time News – CNN President Jon Klein
Emerging Opportunities

19. Facebook “Insights” Metrics

20. In order to Sign in to
Facebook, you need a
working e-mail address.
The minimum age for
Facebook is 13.
To Use facebook

21. Pros of Facebook
Unlike other search engines, Facebook does not have
pop-ups which can cause your computer to slow
down.
You can BLOCK whoever you like.
Pictures and Videos are easy to upload.
You can search for classmates just by school.
You can join groups and view events going on in your
current location.
The perfect ICE BREAKER for students across the
globe.

22. Cons of Facebook
Your information is on the internet. (e-
mail, name, address, etc.)
Once you put information on Facebook, the property
belongs to Facebook. Although it is your picture
Facebook owns the rights to that picture.
Privacy rules are either extremely strict or extremely
relax in certain cases.
No control on content in case of two way
conversation.

23. “People tried to connect with brands in a way that didn’t
work. So we created Pages with features such as Apps, tabs
and wall-like interaction”
Facebook - 2009
A brief history of Facebook pages

24. A brief history of Facebook pages
‘09 ‘10 ‘11 ‘12
Facebook
introduces ‘Pages
for brands’
Tabs are displayed at
the top, high
visibility.
First ‘fangates’ pop
up
‘App Tabs‘ are pushed to
the left.
Stronger focus on user
input & interaction
Timeline.

25. A brief history of Facebook pages
‘09 ‘10 ‘11 ‘12

26. A brief history of Facebook pages
‘09 ‘10 ‘11 ‘12

27. A brief history of Facebook pages
‘09 ‘10 ‘11 ‘12

28. A brief history of Facebook pages
‘09 ‘10 ‘11 ‘12

29. 1. General layout
Cover image
Profile image
About the brand
Featured tabs
history
Pinned posts

30. Timeline provides customization for
General layout
Profile photo
About section
Tabs & apps
Pinned posts
Display location of apps
No auto refresh upon liking
No more default landing tabs
More app space
Same app rules
Great examples no promotions in the header image

31. 2. Cover and profile image
• No more 520px high profile image on the left  square
• No more image-grid above the timeline
• Header image can not be used for promotional
purposes, fangating, contest referral or even contact

32. 32
3. Tabs
old Apps & tabs location
Featured apps / tabs (4 max)
Other tabs hidden here

33. 33
4. Fangating
• A custom ‘Default landing tab’ will no longer
work
• ‘Welcome’ is just another tab
• No auto-redirect after liking a page
• Still detection if you liked the page or not.
Fangating
will no
longer work

34. 34
5. Apps
Full 810px for
content vs.
520px previously
No change in app rules
Entire websites can be pushed in this
space  no fundamental redesign of
websites.
Higher resemblance between
Facebook and original website

35. 35
‘Highlight’ posts to give them the full width of the facebook
container.

36. ‘pin’ posts, these posts stay at the top of the
feed for 7 days

37. 37
Important things of note while
creating a page
Choose a cover
image
Add brand description and
information Feature
important
apps
Pin ‘top’ or ‘important’ posts ‘Highlight’ important
events
Clean up the wall
Insert the back
catalog of the brand
+ reconstruct
history
Remove the
‘fangate’
Adapt tab-content
to 810px width
Adapt the
‘Welcome’ tab
1
2
3
6
4
5
9
8
10

38. Major Problems with Privacy

39. Administrator has to choose whether between two
extreme possibilities ( either all or none ).
This makes it impossible to assign posting rights to
parents for a specific page.
There is a approval mechanism in built in the timeline
but it also creates problem as administrators have to
review each post individually

40. Although according to the Facebook's policy one
account can administer unlimited number of pages
but personal experiments over the last two weeks
suggests :
1. After 40 to 49 pages if they do not have much
activity they get automatically deleted from the
system without any warnings.
2. After 70 pages you cannot create or administer any
new page unless 50% of them have 25 fans.

41. Email  Mohit@YMApps.com
Questions?