Published on March 20, 2013
FACEBOOK 102 mUmbrella & TCOʼs Social Media Academy
CORPORATE REPUTATION & RISK MGMT EARNED OWNED SOCIAL INSIGHTS & BEHAVIOURS FILM / AV PAID SHARED ENVIRONMENTAL ANALYSIS CONNECTION CREATE (LEAD) Channel, role, message & call-to- DIGITAL INTERACTIVE COMPETITORS / AUDIENCE actionBUSINESS /MARKETING Strategy Ideas Planning ExecutionOBJECTIVES BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN ASSETS / EXPERIENCE Creative Development TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE TYPOGRAPHY EXPERIENCE DIGITAL MEASUREMENTS & INSIGHTS
TONIGHT- Community Management hints, tips &best practices- EdgeRank algorithm- Anatomy of a Successful Facebook post- Facebook Ads- Facebook Promotional & PageGuidelines - dos & donʼts- Facebook trends- Facebook resources Socialrati.com
COMMUNITY MANAGEMENTOptimal number of postsModerationMistakes & ChangesComplaintsTrollsDo Not Delete
CASE STUDIES http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-social-media-meltdown-a-photo-essay/
APPLEBEESA waitress at a St. Louis Applebeeʼs lost her job for posting online the receipt uponwhich a pastor had declined to leave a tip, with a snarky note saying she gave God 10percent.After her dinner on Jan. 25, Pastor Alois Bell crossed out the automatic 18 percent tipcharged for parties of more than eight. “I give God 10% why do you get 18,” she wroteabove her signature.Employee Chelsea Welch — a colleague of the stiffed server — took a picture of thereceipt and uploaded it to the online site Reddit. She subsequently lost her job, anApplebeeʼs spokesman conﬁrmed to TheSmokingGun.com, for violating a customerʼsprivacy.
ANATOMY OF ASUCCESSFUL FACEBOOK POST
ANATOMY OF A SUCCESSFUL FACEBOOK POSTPost when your audience are online
ANATOMY OF A SUCCESSFUL FACEBOOK POSTPost when your audience are onlineKeep it short
ANATOMY OF A SUCCESSFUL FACEBOOK POSTPost when your audience are onlineKeep it shortUse a clear call to action
ANATOMY OF A SUCCESSFUL FACEBOOK POSTPost when your audience are onlineKeep it shortUse a clear call to actionAsk questions
ANATOMY OF A SUCCESSFUL FACEBOOK POSTPost when your audience are onlineKeep it shortUse a clear call to actionAsk questionsUse images
ANATOMY OF A SUCCESSFUL FACEBOOK POSTPost when your audience are onlineKeep it shortUse a clear call to actionAsk questionsUse imagesCommunicate one message at a time
ANATOMY OF A SUCCESSFUL FACEBOOK POSTPost when your audience are onlineKeep it shortUse a clear call to actionAsk questionsUse imagesCommunicate one message at a timeCreate a two-way conversation
ANATOMY OF A SUCCESSFUL FACEBOOK POSTPost when your audience are onlineKeep it shortUse a clear call to actionAsk questionsUse imagesCommunicate one message at a timeCreate a two-way conversationKnow your community
ANATOMY OF ASUCCESSFUL FACEBOOK POST
FACEBOOK ADSPremium ads vs Self-serve Sponsored Stories Page Post Ads Promoted Posts Marketplace Ads Sponsored Results Facebook Exchange
PAGE POST ADS
FACEBOOK GUIDELINESPage GuidelinesPromotional Guidelines
COVER PHOTO Can now include a call to actionAll covers are public. This means that anyone who visits your Page will beable to see your cover. Covers cant be deceptive, misleading, or infringe onanyone elses copyright. You may not encourage people to upload yourcover to their personal timelines. Covers may not include images with morethan 20% text.
Promotions PROMOTIONSIf you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for the lawfuloperation of that promotion, including the ofﬁcial rules, offer terms and eligibility requirements (e.g., age and residency restrictions), andcompliance with regulations governing the promotion and all prizes offered in connection with the promotion (e.g., registration and obtainingnecessary regulatory approvals). Please note that compliance with these guidelines does not constitute the lawfulness of a promotion.Promotions are subject to many regulations and if you are not certain that your promotion complies with applicable law, please consult with anexpert.i. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App.ii. Promotions on Facebook must include the following:a. A complete release of Facebook by each entrant or participant.b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.iii. You must not condition registration or entry upon the user taking any action using any Facebook features or functionality otherthan liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the userliking a Wall post, or commenting or uploading a photo on a Wall.iv. You must not use Facebook features or functionality as a promotionʼs registration or entry mechanism. For example, the act of likinga Page or checking in to a Place cannot automatically register or enter a promotion participant.v. You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.vi. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on proﬁles (timelines) or Pages.vii. Deﬁnitions:a. By “administration” we mean the operation of any element of the promotion, such as collecting entries, conducting a drawing, judgingentries, or notifying winners.b. By “communication” we mean promoting, advertising or referencing a promotion in any way on Facebook, e.g., in ads, on a Page, or in aWall post.
FACEBOOK TRENDSVisualMobileAlways changing
TCO Standard Terms 01: Appointment and Terms. The Client appoints TCO Pty Ltd ABN 69 125 933 637 (ʻTCOʼ) as consultant to provide the services set out in each estimate agreed between TCO and the Client (ʻServicesʼ). 02: Services. In consideration of the payment of the fees set out in an estimate or as agreed between TCO and client p-lus GST (ʻFeesʼ) TCO will provide the Services. TCO will abide by any reasonable directions given by the Client with respect to the manner of delivery of the Services. 03: Fees. TCO will provide a tax invoice to the Client for the Fees according to the payments set out in an estimate or if no estimate as agreed between TCO and Client. Fees payable 60% of estimate on engagement and prior to commencement of work and remainder is payable on delivery of the product of the Services provided under this Agreement. TCO shall be entitled to charge interest at the rate of 2% p.a. calculated daily on any overdue Fees. The Fees may be reviewed by TCO if the scope of the project changes and the Client will be given notice of any increase in the Fees. 04: Expenses. In addition to the Fees the Client will reimburse TCO the actual costs of disbursements reasonably incurred by TCO in carrying out the Services. Expenses are subject to prior approval by the Client. 05: Intellectual Property. Intellectual Property contributed by Client will remain owned by Client. Upon completion of the Services and ﬁnal payment of all Fees TCO agrees to provide a royalty free perpetual license to the Client of all intellectual property rights created by TCO in connection with the provision of the Services for use by the Client for the purposes of the Project. TCO shall retain all Masters, rushes and other preparatory material and client (or third parties) will not be entitled to such originals, although client may request duplicate Masters to be provided at additional fees. Third party intellectual property will remain owned by such third parties, and Client appoints TCO as agent to procure any use of third party intellectual property in relation to the Project. 06: Assistance. The Client will give TCO, its employees and contractors all assistance reasonably requested by TCO to enable TCO to carry out the Services. 07: Employees. The Client will not, from the date of this Agreement to twelve months after completion of the provision of services by TCO, solicit, employ or contract any employee or contractor of TCO. The Client agrees that if it employs or engages any person directly, contrary to this clause it shall be liable to pay to TCO liquidated damages in a once off amount equal to 30% of such personʼs annual salary or annualised contracted amount (if a contractor) at the time of departing TCO even if they have been employed or contracted by another organisation after departing TCO and prior to being engaged or employed by the Client.This digital ﬁle / document contains conﬁdential information and has been prepared for discussion purposes only. TCO Pty. Ltd. claims ‘commercial in conﬁdence’ with respect to the contents. Please refer to our standard terms at the end of this document.
TCO Standard Terms 08: Conﬁdentiality. Each party shall treat as conﬁdential all information which comes into its possession, pursuant to or as a result of or in the performance of this Agreement, whether such information relates to the business, sales, marketing or technical operations of the other Party or the clientele of the other Party or otherwise. Neither Party shall, without the written permission of the other, disclose such conﬁdential information to a third party. 09: Warranties. Except as set out herein all implied conditions, warranties and rights are excluded from this Agreement. Where the Trade Practices Act 1974 or other laws imply conditions or warranties or give other rights in respect of this Agreement, TCOʼs liability for any breach of such a condition, warranty or right will (but only to the extent permitted by law) be limited: (a) in the case of goods supplied, to the replacement or repair of the goods or the supply of equivalent goods, the payment of the cost of repairing or replacing the goods or of acquiring equivalent goods; (b) in the case of services supplied, to the supplying of the services again or the payment of the reasonable cost of having the services supplied again. 10: Liability. TCO will not be liable to the Client or any persons claiming under it in contract, tort or otherwise for or in respect of any direct, indirect, or consequential loss, damage, expense or injury suffered by the Client or any other person arising out of or relating to this Agreement or any delay, non‑performance or error in information supplied to the Client by TCO in connection with this Agreement or any services provided. Without limiting the foregoing, TCO shall have no liability for circumstances beyond its control, including without limitation ﬁre, theft, strike, lockout, force majeure, act of god, or act of terror. 11: Cancellation. In the event that Client cancels an event at which the Services are to be performed by TCO then TCO shall be entitled to charge the Client, as a genuine pre-estimate of TCOʼs loss, the greater of the percentage of the Fees set out in the table below, and the amount of the budget relevant to the Services performed by TCO to the point of cancellation: Notice period Minimum % Fees 24 hours or less 50% 48 Hours or less 35% Greater than 48 Hours 25%This digital ﬁle / document contains conﬁdential information and has been prepared for discussion purposes only. TCO Pty. Ltd. claims ‘commercial in conﬁdence’ with respect to the contents. Please refer to our standard terms at the end of this document.
TCO Standard Terms 12: Termination. Either Party may terminate this agreement by giving the other Party thirty (30) days written notice, or the parties may mutually agree in writing to a shorter notice period. This agreement will automatically terminate if: the Client enters into an arrangement or composition with creditors; an application is made for the appointment of a liquidator, controller, administrator, ofﬁcial manager, receiver and manager or similar ofﬁcer or any of them is appointed; an event happens which would allow a court to wind the Client up; the Client ceases to carry on business or is unable to pay its debts; or the Client materially breaches this agreement and does not remedy the breach with fourteen (14) days of receiving notice from TCO to rectify the breach or the breach is incapable of being remedied. 13: If this agreement is terminated for any reason the Client shall immediately pay to TCO any part of the Fees which has accrued prior to the termination but has not been paid, including works performed but not yet invoiced. Upon payment TCO shall deliver to the Client all books, records, plans, papers, models and information of any kind relating to the Services which are the property of the Client. 14: The proper law of this agreement is the law of New South Wales. The parties submit to the jurisdiction of courts in New South Wales. 15: Deﬁnitions. In this agreement, capitalised words shall have the meanings ascribed to them in the Schedule unless the context otherwise requires. Headings and bold print have been included for ease of reference. This agreement shall not be construed or interpreted by reference to such headings, sub-headings, bold print or capitals. 16: The Client does not need to sign these terms to accept them, and instructing TCO to continue work will be deemed acceptance of these terms. 17: This agreement contains the entire agreement between the parties and supersedes all previous correspondence and negotiations concerning the Services. This agreement is the primary agreement between the parties in relation to the Services and will be paramount to any terms attached to any purchase order, service request or other engagement terms provided to TCO whether before or after the execution of this agreement by either party. This agreement may only be varied by TCO executing a document explicitly using the words ʻThis agreement varies TCOʼs Standard Termsʼ.This digital ﬁle / document contains conﬁdential information and has been prepared for discussion purposes only. TCO Pty. Ltd. claims ‘commercial in conﬁdence’ with respect to the contents. Please refer to our standard terms at the end of this document.
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