Facebook Fans

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					                      ***HOT TECHNIQUES!***
                    ***PUBLIC RELATIONS UNIVERSITY ***
                      By LOU HAMMOND & ASSOCIATES
                           FOR PANAMA CITY BEACH


What is Facebook?
A global social networking Web site launched in February 2004 and owned and
operated by Facebook, Inc. The free-access Web site allows users to add friends, send
messages and update their personal and/or business profiles. Additionally, users can
join networks and groups organized by city, workplace, school, region and interest.

Facebook has more than 350 million active users worldwide. The fastest growing
demographic is those 35+ years old and the average user has 130 friends.

What is a Fan Page?
A fan page is a public profile that enables businesses and brands to share their
messages and products with Facebook users. Created in just a few minutes with a
simple interface, fan pages are both cost-effective and maintained in real time – an ideal
method to reach and interact with consumers and supporters.

Every Facebook member has a profile and when that profile is updated or changed,
friends are alerted via a news feed on their homepage. Similarly, when fans interact
with a fan page, their friends (potentially non-fans) are informed via the same feed. As
page and fan interaction builds, the feed drives news to a growing circle of friends, thus
promoting the fan page via word-of-mouth. More than 10 million users become fans of
pages each day and their friends are instantly alerted. In many cases, those friends
become fans as well.

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How to Increase Fans:


     One-of-a-kind Image:
     The more impressive the page, the better. To stand out, users can explore
     colors, fonts and lay-out options. Businesses and brands can create pages to
     coincide with their most defining and recognizable characteristics (logos, color
     schemes, slogans, etc.) Suggestions include:

     With over 55,000 Facebook applications, users can customize their page with
     games, quizzes, etc. to engage visitors. Application examples include:

     Exclusive Content:
     Fan pages should consist of content that fans cannot find elsewhere. For

        o Exclusive deals and packages bookable with a special Facebook code
        o Behind-the-scenes tours and/or interviews with experts
        o Breaking product news, construction updates and/or information

     Customized Tabs:
     Facebook users can develop customized tabs with individual URLs. This allows
     fans and non-fans to visit promotional pages directly through their Internet
     browser. With this tool, users can control who sees what content first.

     For example, to encourage non-fans to visit a page and participate in a contest,
     users can create a “Vote Now” tab and distribute the dedicated URL in email
     blasts, press releases and more. New visitors will not need to navigate the fan
     page in order to participate in the contest. Instead, they can get what they want
     first (entering the contest) and explore the page later, ultimately becoming fans.

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Fan Box:
A Fan Box is a connect-enabled widget that helps bring the Facebook experience
to an outside Web site. Facebook page owners can add a Fan Box to their own
Web site with a few lines of code that shows content from their fan page. With
this promotional tool, habitual Web site visitors can be converted into Facebook

For example, the Coca-Cola Fan Box, showing updates from the company’s
Facebook fan page, can be found its homepage, www.coca-cola.com. By
clicking “Become a Fan,” Web site visitors will not only be added as a fan, but
directed to the page to explore content, participate in contests and more.

                                 Page 3 of 8

    Regular Updates:
    Like Twitter and other forms of social media, it is important to initiate
    conversation and provide timely and interesting information to Facebook fans.
    By posing questions to fans, updating photos and video regularly and changing
    status messages often, Facebook users will pay more attention to the page,
    generating new fans and retaining existing ones. Suggestions include:

          Drawings and/or Contests:
          Give fans a reason to visit. By holding regular giveaways, promotions,
          contents and/or sweepstakes, fans will be enticed to log-in more often.
          For example,
             o Randomly select fans to win a contest or prize (special hotel rate,
                 all-expense paid vacation or discounted product price)
             o Announce the winner(s) on the fan page only so users are
                 encouraged to visit the page multiple times*
             o Give new fans an incentive (automatically entered to win, special
                 gifts, etc.)

             *Please see section on promotions and guidelines*

          Acknowledge Fans:
          Provide a place for interaction and make fans feel as though they are
          contributing to the company and its online presence. Examples include:
             o Post fast facts or “did you know” facts about the company or entity
             o Encourage fans to post their own photos and share personal
                 experiences on the page

          Network with other media platforms:
          Many Facebook users hold accounts on other social networking sites
          and/or author blogs. Similar to the Fan Box described on page three,
          users should promote their Facebook page on other social media
          platforms in order to reach a broader audience. Linking these accounts
          and various Web sites together will increase fan page traffic overall and
          therefore build fans.

          Facebook offers the Social RSS application, which makes the process of
          linking Web sites to one another seamless. After installing the application,
          feeds from individual sites are synced and update automatically on the fan
          page itself. These synced updates also appear on fan homepages via the
          news feed. Social RSS can also help to create branded applications, to
          even further personalize the Facebook experience.

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Other networking suggestions include:

                Tweet about Facebook page URL regularly, including page
                 updates and contest news.
                Friend your Followers; many fans have a Twitter application on
                 their personal Facebook page, making it easier to find their
                 Twitter handle. Fan page creators can add the same
                 application on their page to locate fan Twitter handles,
                 connecting with fans on a different social media platform.
                Install the Twitter widget for Facebook. Status updates will
                 become tweets and tweets will become status updates.

                Visit fan blogs to comment and participate. Spark a
                 conversation and discuss on both the blog and Facebook fan
                 page, to link platforms together and build relationships.

                Hyperlink to Facebook Fan page in email auto-signature. Add a
                 message to “Follow us on Twitter” or “Find us on Facebook.”
                 email contacts will soon become fans.

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Facebook users can also create image and text-based advertisements to increase a fan
base. With control of content, users can promote their company Web site, their fan
page or a specific event. Advertisers can choose to pay per click (CPC) or impression
(CPM) in their local currency. Optimization is also available, allowing users to track
progress with real-time reporting to see who is clicking on the ad and when.
Modifications can be made based on this information to maximize results and reach.

Facebook has recently established a set of guidelines for promotions being announced
or held on the Facebook platform. Below are several key criteria to consider when
developing a promotion for increasing Facebook fans:

         All promotions, including contests, sweepstakes or competitions must be
          approved by a Facebook account representative. Materials must be
          submitted at least seven days prior to the start date of promotion. Promotions
          not approved in writing within such time period will be deemed unapproved.

         Promotions will only be considered for review and approval by existing
          Facebook clients.

         Clients will need to pay for advertising before being considered for Facebook

                                       Page 6 of 8
   Promotions will only be administered through the following locations on

           o Canvas page of an application on the Facebook platform

           o Application box in a tab on a Facebook page

   All promotions must be hosted on a third-party site or through a Facebook
    application developed specifically for the promotion. A promotion using
    general Facebook features, such as photo uploads, wall posts or discussion
    boards are not acceptable. If a third-party site is preferred, Facebook can
    give referrals of third-party developers to help create an application.

   Winners cannot be contacted through Facebook wall posts or by sending a
    message. Therefore, applications that are created must require that
    participants enter contact information in order for winner(s) to be contacted
    via personal email and not through Facebook.

   An individual must be designated to act as a primary contact to address any
    communications from Facebook with respect to the promotion.

   Promotions cannot be targeted to anyone under18 years of age; contestants
    under 18 cannot participate.

   Promotion of gambling, alcohol, firearms and tobacco is strictly prohibited, as
    is promotion of prescription drugs, dairy products and gasoline.

   Promotions hosted on a third-party site can be announced on a Facebook page
    without prior approval from Facebook. However, the term “Facebook” cannot
    be included in the promotion copy or in any of the promotion’s rules. All
    promotions held on Facebook are required to state the following disclosure:

           “This promotion is in no way sponsored, endorsed or administered by,
           or associated with, Facebook. You understand that you are providing
           your information to [recipient(s) of information] and not to Facebook.
           The information you provide will only be used for [disclose any way
           that you plan to use the user's information].”

   The following provisions must be included within the official rules for the

           o Acknowledgement that the promotion is in no way sponsored,
             endorsed or administered by, or associated with Facebook

           o Complete release for Facebook from each entrant or participant

           o Any questions, comments or complaints regarding the promotion
             will be directed to agency or company and not to Facebook

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When developing promotions, it is important to know that ads driving traffic away from
Facebook reach approximately a .1% click-through rate (the industry average), while
ads that drive traffic to Facebook usually perform at least two to three times better.
Therefore, it is probable that Facebook applications will see a higher participation rate
than sending users off to a third-party site.

Based on the above guidelines, it is also important to plan a budget that will include the
development of a Facebook application or a third-party promotion page on a brand Web


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