1. Facebook:
From Novelty to Necessity
Leveraging the Value of Social Media Marketing
PANO 2012

2. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
How Pages Work
Overview
• What’s new on Facebook
• Strategies for using Facebook in your organization
• Tactics for reaching your goals

3. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
POLL
• POLL: Does your organization have a Facebook page?
• Yes No

4. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
How Pages Work Post from a Profile
Pages vs Groups
– Why Choose a Page
• Content from Page not Profile
• Post updates on users’ wall
• Organization to person
interaction
Post from Page
• Indexed by search engines
• Applications
• Analytics

5. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
How Pages Work
Pages vs Groups
– Why Choose a Page
• Content from Page not Profile
• Organization to person
interaction
• Add Apps and Applications
• Post updates on users’ wall
• Indexed by search engines
• Applications
• Analytics

6. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
How Groups Work
Pages vs Groups
– Why Choose a Group
• Content from a Profile
• Can be private and
secret
• Can set up an event
• Can share documents

7. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Converting Profile > Page
NEW! You can change your profile or group into a page.
https://www.facebook.com/
help?page=213602951
994043
This does not work for Groups

8. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Facebook Constantly Evolves
• Timeline
• Apps
• Message
• Scheduling
• Analytics

9. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts

10. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts

11. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts
Old: iFrame Page

12. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts
Old: iFrame Page
viewed in Timeline
Since launching their open graph
integration less than a month ago, the
number of Facebook users visiting
Pinterest every day has increased by
more than 60%.
Source: Facebook Developers Blog 2/12

13. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts
New width = 810 px

14. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts
“Fan-Gating” or “Like-Gating” now only works through App pages"

15. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts

16. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts

17. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Timeline
• Cover
• Apps
• History
• Pinning
Posts

18. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Page
Messaging

19. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Page
Messaging

20. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Scheduling
Posts
• Write posts to
appear in the
future
• Can’t see or
manage future
posts

21. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
PEOPLE REACHED
Analytics
LIKES, COMMENTS, SHARES
Simpler
ways to POSTS
track
impact

22. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s New
Analytics
Simpler
ways to
track
impact

23. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Strategies
What is your Goal?
• Conversation • Customer Service
• Promotion • Website Visits
• Research • Fundraising

24. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
POLL (create a Poll of this slide)
What is your Goal? (let people choose more than 1)
• Conversation • Customer Service
• Promotion • Website Visits
• Research • Fundraising

25. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
How Will You
Get There?

26. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page
Programming
“Apps”
• Builds brand
• Adds website-
like functionality
• Most functionality
handled though
Apps

27. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page
Programming
“Apps”
• Build Interest
• Promote Sharing

28. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page
Programming
“Apps”
• Pledge
• Petition
• Gather Support

29. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page
Programming
“Apps”
• Contests should be
run from an App tab
or using a 3rd party
software
• Running contests on
your News Feed is
against FB policies

30. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page
Programming
“Apps”
• Get email
subscribers

31. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Custom Page
Programming
“Apps”
• Do it yourself tool
• Free for pages up to
2000 fans

32. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Not to be confused
with “Applications”
• YouTube
• Twitter
• Post documents
with Scribd

33. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Not to be confused
with “Applications”
• YouTube
• Twitter
• Post documents
with Scribd
• And more…
http://www.involver.com/
applications/

34. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Not to be confused
with “Applications”
• YouTube
• Post documents with
Scribd

35. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Make the most of
Photos
• New Timeline
features allow for
bigger images and
album display
• Ad captions to every
image
• Re-share photos
individually when
appropriate

36. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Make the most of
Photos
• Add visual captions
with Photoshop or
FotoFlexer

37. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Make the most of
Photos
• Not every photo
has to be a “picture”
• Try Infogr.am for
infographics
• Post publications,
marketing and
invitations

38. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Poll
Has Facebook been helpful to you in Fundraising?
Yes No

39. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Fundraising
• Causes Application
• App Page
• User Sharing
• Soft Sell

40. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Fundraising
• Causes Application
• App Page
• User Sharing
• Soft Sell

41. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Fundraising
• Causes Application
• App Page
• User Sharing
• Soft Sell

42. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Get offsite
Integration with
Social Plugins
• Let visitors to
your website and/
or blog connect
and interact with
Facebook
https://
developers.facebook.com/
docs/plugins/

43. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Tactics
Get offsite
Integration with
Social Plugins
• Let visitors to
your website and/
or blog connect
and interact with
Facebook

44. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Buzz
Sponsored Posts Live
• Pay for placement at
the top of Fans’ News
Feeds
• Promote posts within
3 days
• Posts will be labeled
as "Sponsored”
• 400 Likes needed to
qualify
https://www.facebook.com/help/promote/

45. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
What’s Next?
Integrate Facebook into communication strategy
• Make sure you read the page rules —
https://www.facebook.com/page_guidelines.php
• Identify its purpose in your program — Why do this with FB
and not something else?
• Which FB tactics will help you reach your goals?
• Which of your current tactics can support your efforts?
• What time, personnel and budget need to be invested?

46. Facebook: From Novelty to Necessity — Leveraging the Value of Social Media Marketing
Thank You
Beth S. Brodovsky, President
Iris Creative | Communications Build Community
610-567-2799
Connect at:
beth@iriscreative.com
www.iriscreative.com
www.linkedin.com/in/bethbrodovsky
www.twitter.com/bethbrodovsky
www.facebook.com/iriscreative