Post on 11-May-2015
description
Listen to audio over your computer speakers or you may phone in:
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Facebook for Business
We will begin at approximately Noon Australian EDST
Introduction to Moderator
Josh MehlmanEditor, NETT magazine
www.nett.com.au
@nettmag
Twitter Hashtag
#FB4biz
Our speakers
Brian GiesenDirector, Strategy
Ogilvy
360o Digital Influence
@bdgiesen
Suzi DafnisCommunity Director
Australian Businesswomen's Network
@SuziDafnis
Facebook for Business
A How-To Guide for Business Owners
Facebook for Business
A How-To Guide for Business Owners
© Confidential and Proprietary – Do Not Release
Agenda
The Facebook Landscape
Building Your Strategy
Engaging Your Community
Action!
Adding Scale & Impact
Measuring Success
3 Facebook Trends to Watch
What NOT to Do
How-to Resources
01
02
03
04
05
06
07
08
09
Poll Question:
Does Your Business Have a Facebook Fan Page?
FACEBOOK TRENDS
Orkut
hi5
Friendster
Wretch
Mixi
Cyworld
Zing
Social Networks Are Diverse,But Trending the Same Way
“Facebook is a social network that helps people communicate more efficiently with their friends, family and co-workers. Anyone can sign up for Facebook and interact with the people they
know in a trusted environment.”
Global Facebook Trends
• 300 million active users worldwide
• Over 70% of users are from outside the US
• 2nd most visited Web site in the world
• 14+ million videos, and 2+ billion pieces of
content uploaded monthly
• 95%+ of Facebook members use applications
START YOUR ENGINES…
Listen First (With a Quick Bit of Research)url: www.facebook.com/search
Listen First (With a Quick Bit of Research)url: www.facebook.com/lexicon
Have a Business Reason for Facebook
Create a Fan Page (not a group) url: www.Facebook.com/Pages
Register a Vanity URL url: www.facebook.com/username
Checklist: Critical Strategic QuestionsComplete this checklist of questions to build a successful Facebook strategy for your brand before you jump in.
What is the engagement value: what can you offer people that they will find valuable?
Are you ready to respond to your customers and encourage them to talk about your brand?
Are you ready to make a commitment beyond a campaign?
How will your other marcom strategies integrate with Facebook?
What assets - tools and content – can you leverage?
Do you have your company behind you and resources available?
How will you measure success?
READY TO BUILD A STRATEGY!
4 Elements of a Successful Facebook Strategy
1. ENGAGE
• Find and engage existing fans
• Host discussions and provide useful resources
• Invite fans to upload content
• Provide branded digital goods
3. ADD SCALE
• Leverage offline events
• Advertise through existing media
• Add your social Web links to your brand Web site
4. MEASURE
• Reach
- Fans
- Mentions
• Engagement
- Discussions, content, reviews, and posts
• Action
- Contest entries
- Coupons redeemed
- Purchases driven
- Web traffic driven
2. DRIVE ACTION
• Provide applications that enlist ambassadors
• Provide coupons to track purchases
• Hosts contests with opt-ins for further contact
ENGAGE YOUR COMMUNITY
Engage Your Community
3 ways to engage your Facebook community:
1. Reach out to existing fan & groups on Facebook.
2. Host discussions around your customers’ interests.
3. Provide fans with branded digital goods.
1. Reach Out to Existing Fans1. Reach Out to Existing Fans
Engaging Your Community
2. Host Discussions With Fans2. Host Discussions With Fans
3. Give Them the Goods!3. Give Them the Goods!
TAKE ACTION!
Action!3 Ways to Get Your Facebook Fans to Take Action!
1. Provide coupons, discounts and exclusive offers for fans
2. Offer applications that provide value or support a cause
3. Host contests and promotions that drive users to a landing page
4. Apply for an internship or paid position
1. Coupons & Special Offers1. Coupons & Special Offers
Action!
2. Applications to Enlist Supporters2. Applications to Enlist Supporters
3. Host a Contest (Opt-In!)3. Host a Contest (Opt-In!)
4. Apply for a Position4. Apply for a Position
Add Scale With Advertising
1 Clicks
G0 G2
x 4.14 individuals
G1
x 12 individuals = 60+ Communications
ADD SCALE VIA ADVERTISING
Adding Scale & Impact
3 ways to increase the scale and impact of your program:
1. Use targeted advertising within Facebook to reach users in
specific locations, interest groups, or age ranges.
2. Leverage your existing media presence to drive traffic to your
Facebook page
3. Highlight your Facebook presence at offline events
1. Use Targeted Advertising1. Use Targeted Advertising
2. Drive to Facebook2. Drive to Facebook
3. Leverage Offline Events3. Leverage Offline Events
MEASURE SUCCESS
Measuring Success
Measuring SuccessKFC Australia fan page live Sunday 14 June supported by Facebook engagement ads
Cayan Grill coupon linked to fan page Tuesday 16 June
KFC fans multiply by 1000s: Monday 7,000Tuesday 15,000Wednesday 19,000Thursday 24,500Friday 29,900+Monday 50,000+6 July 83,700+
10.4 million impressions
18-29 YO’sSydney,
Melbourne, Brisbane
3 Facebook Trends to Watch
3 Trends to Watch: Facebook Connect
• Platforms:
– Your website
– Your blog
– Your iPhone application
• Uses:
– Seamlessly "connect" their Facebook
account and information with your site
– Connect and find their friends who also use
your site
– Share information and actions on your site
with their friends on Facebook
3 Trends to Watch: Mobile Social Networking
• There are more than 65
million active users
currently accessing
Facebook through their
mobile devices.
• By 2010 mobile social
network users worldwide
are expected to reach 369
million.
• As of March 2009, users can
instantly sign up to become
brand fans through SMS.
3 Trends to Watch: Gift Monetisation
• November 2008 Facebook switches
the cash value of gift for credits.
$1.00= 100 credits.
• April 2009: Facebook begins
testing an option to give friends
credits as social capital.
• Currently, brands can sell virtual
gifts for 100-200 credits.
• In the future, people may be able
to exchange credits for an
expanding array of Facebook
items.
WHAT NOT TO DO
Facebook Don’ts• DON’T filter your fans reviews or content simply to protect your messaging.
• DON’T spam fans with messages or invitations to their inboxes.
• DON’T violate Facebook’s Terms of Service.
• DON’T ignore unofficial fan pages or groups.
• DON’T alienate unofficial fan pages or groups.
• DON’T abandon your fans.
• DON’T let your PR agency run your page. Authenticity counts.
• DON’T be afraid of negative comments.
• DON’T leave negative or inflamatory comments unresponded to.
• DON’T engage in practices you would never consider outside of Facebook.
• DON’T forget about existing content you can repurpose
How To: Resources & Additional Reading
Recommended Reading
• Asia Digital Map: http://www.asiadigitalmap.com/category/facebook
• The Facebook Blog: http://blog.facebook.com/
• Mashable: http://mashable.com/
• Inside Facebook: http://www.insidefacebook.com/
• Facebook’s Developer’s Wiki:
http://wiki.developers.facebook.com/index.php/Main_Page
• Full Interview with Kevin Barenblat: http://tinyurl.com/Kevin-Barenblat-Interview
• Full Interview with Mike Hoefflinger : http://tinyurl.com/Mike-Hoefflinger-Interview
• Full Interview with Kristin Foster: http://blog.ogilvypr.com/
• The Daily Influence: http://thedailyinfluence.com/
Additional Resources
• Create a brand page: http://tinyurl.com/create-a-brand-page
• Optimize your brand page: http://tinyurl.com/optimize-a-brand-page
• Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs
• Buy targeted advertising: http://tinyurl.com/buy-facebook-ads
• Create an application: http://tinyurl.com/build-facebook-apps
• Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect
• Search on Lexicon: http://www.facebook.com/lexicon/
• Brainstorm keywords using Google’s Keyword Tool: http://tinyurl.com/Googles-
key-word-tool
How to…
”One company that goes with this online-initiated flow is
Ogilvy Public Relations.
”25 China Experts you should follow on
Twitter… Thomas Crampton
“
“
Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ”“
www.asiadigitalmap.comFor case studies...
CONTACT
Brian GiesenRegional Director | 360° Digital InfluenceOgilvy Sydneyp +61 2 8281 3853e brian.giesen@ogilvy.com.aut @bdgiesen
asiadigitalmap.com
CONTACT
Brian GiesenRegional Director | 360° Digital InfluenceOgilvy Sydneyp +61 2 8281 3853e brian.giesen@ogilvy.com.aut @bdgiesen
asiadigitalmap.com
presented by the:
Case Study:
Facebook for Business
presented by the:
Suzi DafnisCommunity DirectorAustralian Businesswomen’s Network
About the Australian Businesswomen’s Network• Offline
• Online
• Why Social Media?
• Why Facebook?
Facebook for Business
Why we started using Facebook• to engage our community
• to drive traffic to our website
• to use the interactive capabilities of Facebook e.g. applications,
web 2.0 tools
• to leverage both online and offline media we were using
Facebook for Business
Facebook Page at:
www.abn.org.au/facebook
Facebook integration
• Website
• Other social tools (e.g. Flickr, Blog,
Twitter)
• Other online media/communications
Facebook for Business
www.abn.org.au/facebook
Facebook for Business
Events
Flickr
Blog Posts
Strategy (and mistakes)Three stages (and their success and failure)
Facebook for Business
Community Engagement• How we’ve engaged community?
• What has worked and what has not?
• What is the benefit to the customer?
• Encouraging interaction
Facebook for Business
Add Scale (Leverage)• Leverage other online communications
• Leverage existing media
• Leverage existing marketing and events
Facebook for Business
Leverage• Different team members are responsible for different
aspects
• Tweets and blog posts go to Facebook automatically
and populate those pages
• Photos from our Flickr stream
• % of traffic to our site from Facebook
• Applications - what we've integrated into our page
Facebook for Business
Measures• Google analytics - website traffic
• New subscribers
• Special offers
• Facebook ads
• Other
Facebook for Business
Future• Elements yet to be used
– More engagement and
reasons for people to interact
there
• Offers
• Discussions (vs Forums)
Facebook for Business
NEW: Added today!
Questions & AnswersQuestions & Answers
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