MRK634   Evan  Vidinu  &  Jordan  Adediji  

Computer  

SmartPhone  

Agenda  
ž  ž 

History  Of  Facebook   Facebook  Fundamentals   Facebook  Pages   Other  Resources   Page  Evaluation  Tools   Online  Component  

ž 

ž 

ž  ž 

Agenda  
ž  ž  ž  ž  ž  ž  ž  ž  ž  ž 

History  Of  Facebook   Facebook  Fundamentals   Video:  What  Is  A  Facebook  Page?   Facebook  Pages   Video:  The  Many  Ways  Facebook  Helps  Businesses   Other  Resources   Video:  What  Is  Facebook  Graph  Search?   Page  Evaluation  Tools   Online  Component   Trivia  Game:  Facebook  

Brief  History    
ž  ž 

ž  ž 

ž  ž  ž  ž 

Facebook  was  launched  on  February  4th,  2004   Co-­‐Founders  include  Mark  Zuckerberg,  Eduardo   Saverin,  Andrew  McCollum,  Dustin  Moskovitz,  and   Chris  Hughes   Originally  named  “TheFacebook”,  located  at   www.thefacebook.com     6  days  later,  3  fellow  Harvard  students  accused   Zuckerberg  of  stealing  their  idea;  eventually  Viled  a   lawsuit  against  Zuckerberg   Launched  High-­‐School  version  in  2005   June  of  2011,  Facebook  hit  1  trillion  page  views   Launched  IPO  in  May  of  2012,  valued  at  over  $104   Billion   October  of  2012,  Facebook  hit  1  billion  users  

Terms  of  Use?  
Socially           Fan  Page   Business  Page         Applications  

Other  Terms  of  Use?    
Likes     Advertisements    

Businesses  Can  use  Facebook  too?  

Beneficial  for  B2B  or  B2C?  
B2B   B2C  

More  beneficial  to  B2C  because…  

Benefits  to  for-­‐profit  and  not-­‐for-­‐ profit  organizaEons  

Examples  of  for-­‐profit  and  not-­‐for-­‐ profit  organizaEons  
For-­‐ProEit  Organization:  Nike       ž  Promotes  Overall  Brand   ž  Promotes  New  Campaigns   ž  Promotes  New  Products   ž  Keeps  up  to  date  with   sponsored  teams  and   athletes   ž  Has  over  25  different  pages   associated  with  Nike  (Nike   Football,  Nike  Running,  etc.)   ž  Offers  ability  to  “Check-­‐In”   to  OfVicial  Nike  Stores   ž  Links  to  all  other  social   media  accounts   Not-­‐For-­‐ProEit  Organization:   World  Wildlife  Fund    
ž  ž  ž  ž 

ž  ž  ž 

Promotes  Overall  Brand   Promotes  New  Campaigns   Interactive  “Thank  A   Ranger  Postcard”   Has  over  10  different  pages   associated  with  WWF   (WWF  Tigers,  WWF  Polar   Bears,  etc.)   Opportunity  to  “Check-­‐In”   to  head  ofVice  WWF  park   Career  Opportunities   Opportunity  to  donate   through  Facebook  

What  Is  A  Facebook  Page?  
“Pages  are  for  businesses,  organizations  and   brands  to  share  their  stories  and  connect  with   people.”  -­‐  Facebook   ž  Pages  are  based  on  individual  likes   ž  Pages  allow  brands  to  post  stories,  photos,  host   events,  and  add  apps   ž  Pages  are  manages  through  a  personal  Facebook   account   ž  Pages  are  designed  around  the  functionality  of   organizations   ž  There  are  no  limits  to  the  amount  of  Facebook   pages  

Pros  &  Cons  of  Facebook  Pages  
Pros    
ž  ž  ž  ž  ž  ž 

Cons    
ž 

Easy  way  to  connect  with   interested  customers   Limited/No  Costs  for  Set-­‐ Up   Search  Engine   Optimization   Analytics   Applications   Advertising   Opportunities/ Sponsored  Stories  

Inbound  Fans  Only   Wall  Updates  don’t  reach   all  Fans   Unable  to  invite  Fans  to   Events   Unable  to  Message  Fans   No  NotiVications  

 
ž 

ž 

ž  ž 

Facebook  Pages  vs.  Websites  
ž  ž  ž  ž 

Free  Facebook  Page  vs.  Costly  Website   Simple/Fast  Facebook  Page  Set-­‐Up  vs.  Lengthy   Development  Process  for  Website   Easy  way  to  promote  brand  through  Ads  on   Facebook   High  Daily  TrafVic  on  Facebook   Cannot  fully  personalize  Facebook  Page   High  Competition  though  Facebook  Ads   Many  Changes  through  Facebook  

 
ž  ž  ž 

What  is  Facebook  Places?  
ž  ž 

ž  ž  ž 

SpeciVic  Place  or  Location  attached   to  Facebook  Page   Can  be  General  Location  (Toronto,   Canada)  or  Business  (Uncle  Tony’s   Restaurant)   Location  directly  associated  with   Facebook  Page   Facebook  Page  shows  number  of   “Check-­‐In’s”   Users  can  attach  Place  to  photos,   wall  post,  status  update,  etc.  

How  To  Set  Up  A  Page  
ž  ž  ž 

ž 

Must  have  Facebook  Account   Click  on  Pages  tab,  click  Create  a  Page   Choose  which  Category  of  Page  you  want  to   create  (Local  Business/Place,  Company/ Organization/Institute,  Brand/Product,  Artist/ Band/Public  Figure,  Entertainment,  Cause/ Community)   Upload  Photo,  Complete  “About”  page,  Invite   Friends,  add  Applications  

Key  Apps  for  Facebook  Pages  
ž  ž  ž  ž  ž  ž  ž 

Coupon  For  Pages   LiveChat   Twitter  Feed   Instagram  Feed   Event  Calendar   SoundCloud   iFrames  

 

F-­‐Commerce  
F-­‐Commerce  is  the  ability  to  sell  products  through   or  on  Facebook.  It  is  the  e-­‐commerce  of  Facebook.   This  allows  organizations  to  generate  a  high   amount  of  exposure,  with  the  ability  to  sell  their   products  on  a  page,  without  the  fancy  code-­‐work  of   a  fully  functioning  e-­‐commerce  website.     There  are  4  main  ways  to  use  F-­‐Commerce:   ž  Facebook-­‐Facilitated  On-­‐Site  Selling   ž  Facebook-­‐Initiated  Selling   ž  Complete  Selling  through  Facebook   ž  iFrames/Facebook  Apps  

Facebook  CollecEons  used  by  a   Business  

Facebook  Wishlist’s  used  by  a   Business    

Poke’s  used  by  Businesses  too?    

InformaEon  by  Facebook  insights    

Facebook  Graph  Search  
“Graph  Search  helps  you  Vind  more  of  the  people,  places  and   things  you’re  looking  for  and  discover  new  connections   based  on  what  others  have  shared  with  you  on  Facebook.”  -­‐   Facebook     ž  The  ability  to  search  for  topics  on  a  much  more  personal/ customized  level   ž  You  see  unique  results  for  each  search  based  on  your   connections  to  people,  places  and  things,  and  based  on   what  you’re  able  to  see  on  Facebook.   ž  Your  friends,  interests  and  other  connections  impact  the   order  of  your  results.   ž  Does  not  beneVit  businesses,  yet.  

PageLever  

BuddyMedia  

SocialDon  

Simply  Measured  

EdgeRank  Checker    

Unilyzer    

10  Resources  To  Help  Businesses  
ž  ž  ž  ž  ž  ž  ž  ž  ž  ž 

The  Facebook  Marketing  Bible   https://www.facebook.com/business   “A  Brief  Insight  Into  Facebook  Marketing”  Infographic   http://techcrunch.com/tag/facebook/   https://twitter.com/mauricefreedman   http://www.facebook.com/marketing   http://mashable.com/category/social-­‐media/   “The  History  Of  Advertising  On  Facebook”  Infographic   http://www.facebook.com/help/   https://twitter.com/facebook  

Online  Component:  Website  

http://mrk634.wix.com/facebook