efficient brand promotion on facebook (january 2011)
DESCRIPTION
Efficient brand promotion on Facebook - a presentation held for the CEO of the comapnyTRANSCRIPT
Efficient brand promotion on Facebook
2Presentation name / Author 12.04.2023 © Sanoma Magazines
Before we begin...
MUST SEE :)
FacebookNumbers
412.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Facebook in numbers• More than 600 000 000 active users • 50% of active users log on to Facebook in any given day• More than 200 000 000 active users currently accessing Facebook through their
mobile devices• More than 3 000 000 active fan pages• More than 550 000 apps and over 1 million app developers• 70% of users engage with apps each month• 20 million people “Like” brand pages each day.• The average user follows 8.7 brands.• The average age of a brand “Liker” is 31.• 139 brands have more than 1 million “Likes”.
Source: mashable.com
512.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Facebook in numbers - Romania
• 2 590 400 users in Romania
Users age distributionon Facebookin Romania
Source: http://www.socialbakers.com/facebook-statistics/romania/last-3-months#chart-intervals
612.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Facebook in numbers - Romania
Male/female user ratioon Facebookin Romania
Source: http://www.socialbakers.com/facebook-statistics/romania/last-3-months#chart-intervals
712.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Facebook in numbers - RomaniaThe map of Facebook users in Romania
Source: http://www.facebrands.ro/map.html
Basic principles in social media
912.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
3 basic principles in social media
1. It’s a commitment!
2. Be honest... with yourself and your “likers”!
3. Social media = compromise! You have to give and take, not just take.
1012.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Other social media principles
• Identify with the brand! • Build and mentain an open communication with your fans.• Be active! • Be unique! (unique product, unique vision, unique promotion)
GOLDEN RULE:• When a person assumes the role of coordinating
and promoting the brand on social networks, he has to take the brand personality, not his.
Facebook – account types
1212.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Facebook – account types
• Profile page• Fan Page• Group Page
1312.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
1412.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Creative use of the Facebook header
1512.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Settings
Account settings Privacy settingsPage dedicated to the privacy issues:
http://www.facebook.com/fbprivacy
1612.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page
1712.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page – features
• Pages are public and anyone can view them (Facebook user or not).
• Pages are indexed by search engines. Therefore, you can get more traffic from Facebook.
• Updates, messages, announcement for fans. These are the “elements” that help build a community of users which are interested to the information you provide.
• You control the page and the information.• All the information that you share on you fan page wall can be
viewed on the users news feed (Facebook home).
Useful apps
1912.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Top 10 most used apps on Facebook
1. CityVille – 99.544.935 active users / month
2. Static FBML – 96.576.053 active users / month
3. Facebook for iPhone – 62.949.864 active users / month
4. FarmVille – 54.927.466 active users / month
5. Discussion Boards – 50.383.480 active users / month
6. Texas HoldEm Poker – 36.867.243 active users / month
7. Facebook for BlackBerry – 29.052.477 active users / month
8. Frontier Ville – 25.558.250 active users / month
9. Badoo – 24.936.422 active users / month
10. Facebook for Android – 24.695.245 active users / monthSource: http://www.socialbakers.com
2012.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Top apps to use on a fan page
1. Static FBML
2. Discussion Boards
3. Polls
4. Quiz
Romanian Brands on Facebook
2212.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Romanian Brands on Facebook
• http://apps.facebook.com/robrands/ or http://facebrands.ro/
Romanian Brands on Facebook is
an application developed by Andrei Stefan
(webdeveloper freelancer and
owner of lumeamica.ro).
The database is still developing.
Fan pages are constantly added.
COSMOPOLITAN.ro is now on 151th place
of a 6 407 pages in the general ranking
and 4th place of 92 pages in
“magazines” category.
2312.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Top 10 Romanian Fan Pages
1. Inna - http://www.facebook.com/Inna - 2.022.181 Fans
2. Edward Maya - http://www.facebook.com/EdwardMayaOfficial - 208.507 Fans
3. Akcent - http://www.facebook.com/AkcentMusic - 202.009 Fans
4. Radio ZU - http://www.facebook.com/radiozu - 178.203 Fans
5. Kiss FM - http://www.facebook.com/kissfmromania - 148.904 Fans
6. Cronica Carcotasilor - http://www.facebook.com/Carcotasii - 144.137 Fans
7. George Hagi – facebook.com/pages/George-Hagi/10826591807 - 137.675 Fans
8. AdoptiiCaini.ro - http://www.facebook.com/adoptiicaini - 131.028 Fans
9. Romania - facebook.com/pages/Romania/84452224302 - 113.977Fans
10. Visit Romania! - facebook.com/discover.romania - 111.532 Fans
2412.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Top 10 Facebook Fan Pages
1. Texas Hold'em Poker – 34.403.507 Fans
2. Facebook – 32.774.540 Fans
3. Michael Jackson – 27.676.313 Fans
4. Lady Gaga – 27.211.588 Fans
5. Eminem – 26.695.188 Fans
6. YouTube – 26.400.126 Fans
7. Family Guy – 24.775.865 Fans
8. Rihanna – 22.691.278 Fans
9. Coca-Cola – 22.107.002 Fans
10. Linkin Park – 21.661.677 Fans
2512.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Top Fan Pages of Sanoma Hearst Romania
1. Cosmopolitan – 14 585 Fans
2. FHM – 8 961 Fans
3. Esquire – 4 584 Fans
4. Marie Claire – 4 364 Fans
5. National Geographic – 3 948 Fans
6. Story – 3 738 Fans
7. mami - 2 877 Fans
8. eCuisine – 2 684 Fans
9. MagazinulDeCase.ro – 2 511 Fans
10. FEMEIA. - 2 038 Fans
11. Casa si Gradina – 1 852 Fans
12. mamica de azi – 1 530 Fans
13. Parinti.com – 1 520 Fans
14. sanatatea de azi – 930 Fans
15. Miresici – 916 Fans
16. bucataria de azi - 878 Fans
17. Harper’s Bazaar – 628 Fans
18. Beau Monde – 474 Fans
19. Sensa – 425 Fans
20. Villa Design – 81 Fans
21. Auto Motor si Sport – 24 Fans
22. Femeia de azi – 9 Fans
Facebook Fan PagesFBML
2712.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
FBML = FaceBook Markup Language
http://www.facebook.com/apps/application.php?id=4949752878
• Page dedicated to help building and developing FBML tabs - http://developers.facebook.com/docs/reference/fbml/
2812.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
FBML
2912.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
FBML
3012.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
FBML
The first personalized tab should illustrate a welcome message to the users.
It must contain elements that are on site/brand/product.
Don’t forget to set up as landing tab!
3112.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to add FBML to your page
• Step 1: http://www.facebook.com/apps/application.php?id=4949752878&b
• Step 2:
Click Add to my page• Step 3:
Select the page on which
do you want the FBML tab
(it applies only to the pages
on which you are admin)
Click Add to page
3212.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to add FBML to your page
• Step 4: Go back to your page
Click Edit Page
Click Applications
3312.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to add FBML to your page
• Step 5:
Design FBML
Also, from here
you can set up
another FBMLUnder Save Changes
you have the option
Add another FBML box.
3412.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to add FBML to your page
After you finish writing the code of FBML, go back to your page.
With the help of your
mouse you can redo
the order of the tabs.
The tabs that are
always fixed:
Wall and Info.
10 things to establish before starting a fan page
3612.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
10 things to establish before starting a fan page
1. Establish the clear purpose of your page.
2. After the page gets 25 fans, personalize the link.
3. Post regularly interesting info for your fans.
4. Personalize the page – video, pictures, twitter, apps etc.
5. Friendly communication with fans! Say your name and all kinds of stuff about you.
6. Estabilish an editorial strategy!
7. Don’t set up an automatic post of your tweets or blog posts on your page!
8. Use the FBML creatively!
9. Don’t “run” after likes! Quality is most important!
10. Mention the fan page on other online and offline channels.
Facebook Fan PagesHow to create a fan page
3812.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to create a fan page
Method 1 – Direct link: http://www.facebook.com/pages/create.php
3912.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to create a fan page
Method 2 – From another fan page; option under the left column
4012.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to create a fan page
Method 3 – Ads and pages section (if you are already admin of at least 1 page)
4112.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to create a fan page
4212.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to create a fan page
The difference between Community Page and Fan Page:
• Community Page – for general topics• Fan Page – for companies, brands, celebrities, bands, products,
local businesses etc.
4312.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page - options
From the Edit Page option you cand go to the settings of the page.
4412.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page - options
Manage Permissions:
4512.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Expand comments on stories
4612.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page - options
Basic information:• Site• Funded year/date of the brand/band/product etc.
4712.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page - options
Profile Picture: • Upload new photo• It can be changed directly
from page
4812.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page - options
Marketing: • Ads• promo for other websites: badge, like box• Updates (a sort of newsletter in Facebook)
4912.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page - options
Manage Admins:
5012.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page - options
Applications:
5112.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Fan Page - options
Insights:
Facebook Fan PagesHow to personalize the link of a fan page
5312.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to personalize the link of a fan page
The personalization of the link is a step that any brand/company/public person should do.
Personalization is actually the modification of the default Facebook link in a form like: www.facebook.com/chosen-username.
For example, Cosmopolitan.ro had the following default link – http://www.facebook.com/pages/wwwcosmopolitanro/54953292062?pub=2309869772 –
and after the personalization is like this:
http://www.facebook.com/cosmopolitan.romania.
5412.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
How to personalize the link of a fan page
• Step 1: Log in on Facebook.• Step 2: Go to http://www.facebook.com/username.• Step 3: The following window will be displayed:
• Step 4: Choose the page of which you want to personalize the link.• Step 5: Verify the availability of the username. Important: in order to change the
username, the Fan Page must have at least 25 fans.• Step 6: Now you are the proud owner of a personalized Facebook link! ;)
Facebook Fan PagesBest practices
5612.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Best Practices• The page must look good: representative profile picture, short description and, a
must, contact information.• The minimal time between posts – 30 minutes.• Establish an editorial calendar.• Respond to the question of fans.• Encourage the interaction and develop an easy communication.• If you are going to miss a period of hours/days and you can’t be online, announce
you fans.• You must give a personal note – the fans must know that they are communicating
with a real person, not a company!• Be honest!• Fresh information – news, articles, information, products etc.
5712.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Best Practices
Mention of a user / fan page in a post • Offers visibility – the post appears also on the wall of the users/page that you
mentioned• @name-user – as you type the username, it shows a list from which you cand
choose the user/page that you wanted• You can do these mentions only from your friends and your pages that you like
5812.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Best Practices
Pictures• You can set up the order of the pictures in an album and of albums• You can set up the cover-picture of the album
5912.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Best Practices
Links: posting and editing
6012.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Best Practices
Link post
GOOD
BAD
And no likes on your own posts!
6112.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Best Practices
Share link from fan page on profile page
6212.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Best Practices
Chat with fans – not recommended!
Facebook isn’t messenger.
For brands, Facebook created the Discussions tab in pages – a forum in the Facebook page.
Facebook Ads
6412.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Facebook Ads• http://www.facebook.com/ads
• Case studies: http://www.facebook.com/FacebookAds?v=app_7146470109
Social media trends for 2011
6612.04.2023 © Sanoma MagazinesStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei
Social media trends for 2011• Group Buying (e.g. Grupon)• Social Commerce -
http://www.youtube.com/watch?v=Ed5vJeaEuzA• Q&A Sites• Location based services• QR Codes• Branded Mobile Apps• Social Media Policy -
http://mashable.com/2009/06/02/social-media-policy-musts/» http://socialmediatoday.com/davefleet/151761/57-social-media-policy-e
xamples-and-resourcesSource: www.manafu.ro
85th Buzesti Street, Floor 4Bucharest District 1Phone: (+4) 031 22 58 700Fax: (+4) 031 22 58 715www.sanomahearst.ro
Cristina Avadanei
Content Manager cosmopolitan.ro
(+4) 0726 289 631
twitter.com/crisu_avadanei
www.facebook.com/cristina.avadanei
http://socialweb.ro
Thank you!
12.04.2023 © Sanoma Hearst RomaniaStrategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei