Facebook: Facebook Pages, Ads, and Viral Marketing Munindra Khaund, University of Illinois at Springfield

What is Social Networking? “A social network service focuses on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others.” Wikipedia 2May 19, 2015

Why Social Networking for Non-Profits? “Social networking platforms give nonprofits a forum for meeting like- minded organizations and potential supporters, and provide a medium for spreading their messages beyond the immediate community.” Alan Rosenblatt Internet Advocacy Center 3May 19, 2015

What is Facebook? 4May 19, 2015 “Facebook gives people the power to share and makes the world more open and connected.”

Social Media Sites 5May 19, 2015 Source: Techcrunch

Unique Visitors 6May 19, 2015 Source: Techcrunch

Facebook: Profile and Pages  Profile  Create account and set up profile  Add picture  Make friends  Interact  Settings  Pages  Visible to everyone  Unlimited number of fans  Send updates to all your “fans” 7May 19, 2015

Facebook: Profile 8May 19, 2015

Facebook: Safety Features  User Profile Information  For example - Facebook has user profile controllers in place so that members can choose what information they want or do not want to display to others.  On Networking Sites, Learning How Not to Share On Networking Sites, Learning How Not to Share  Information Sharing  Adding Apps May 19, 20159

Facebook: Settings  Friends  Settings  How to Friend Mom, Dad, and the Boss on Facebook...Safely How to Friend Mom, Dad, and the Boss on Facebook...Safely May 19,

Facebook: Pages  Profiles that represent individual businesses:  authors, events, organizations, product, brand  Build a community  Add images and videos  Fans and supporters Tip: Keywords in the title of the page 11May 19, 2015

Facebook: Creating a Page 1. What category your page falls into 2. Details about the business or individual 3. Publish your page KEYS  Make it personal  Update regularly  Add photos, events, notes, video, wall  Promote your page 12May 19, 2015

Facebook: Social Ads  Business or brand - to promote a product or service  100% branded by the advertiser  Link to a page, application, or external website 13May 19, 2015 What do you want to advertise? Start Who is your audience? Target Details Create $$$ Budget

Facebook: Social Ads 14May 19, 2015

Viral Marketing  Marketing messages passed on from one individual to another – Hotmail  "word-of-mouth," "creating a buzz," "leveraging the media“ 15May 19, 2015

Elements of Viral Marketing  Hotmail – gave a product/service  Used existing networks  Took advantage of networks and resources  Friends and family could join easily  Product/service scaled easily 16May 19, 2015

Viral Marketing Data  70% of viral marketers report increasing brand awareness – Jupiter Research  87% of advertisers find interactive marketing more effective than traditional media – Forrester Research  86% predict social advertising to become even more effective, making it the single most promising advertising channel – Forrester Research 17May 19, 2015

Facebook: User Data  175 million users in Facebook  45% of Facebook’s US audience is 26yrs old or older.  276% growth in year old users  The fastest growing segment in the US: Women over 55, up 175.3%. Facebook  Average user has 120 friends on the site  More than 3 bn minutes spent on Facebook each day (worldwide)  More than 15 mn users update their statuses at least once each day  More than 3.5 mn users become fans of Pages each day 18May 19, 2015

Facebook: Marketing Data  175 million users in Facebook  Stable and trusted platform  Connect with consumers  Participate in conversations 19May 19, 2015

Facebook: Higher Education Pages 20May 19, 2015

Facebook and Non-Profit Organizations  ACCION International ACCION International  Doctors Without Borders Doctors Without Borders  Humane Society Humane Society  NPR NPR  PBS PBS  World Wildlife Fund World Wildlife Fund  2009 Nonprofit Technology Conference 2009 Nonprofit Technology Conference  How to Use Social Media for Social Change How to Use Social Media for Social Change  The Facebook Marketing Toolbox The Facebook Marketing Toolbox 21May 19, 2015

Facebook and Academe  The Facebook Marketing Toolbox The Facebook Marketing Toolbox  A Facebook App for Every Occasion… Even Recruiting A Facebook App for Every Occasion… Even Recruiting  Social Networking Websites and Teens: An Overview Social Networking Websites and Teens: An Overview  Adults and Social Network Websites Adults and Social Network Websites  Colleges and Universities Adopt Social Media to Recruit and Research Potential Students Colleges and Universities Adopt Social Media to Recruit and Research Potential Students  How Not to Lose Face on Facebook, for Professors How Not to Lose Face on Facebook, for Professors  On Facebook, Scholars Link Up With Data On Facebook, Scholars Link Up With Data 22May 19, 2015