business and social media tools : facebook
DESCRIPTION
How can Facebook increase your business success?TRANSCRIPT
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Author: Jean-Francois MESSIER
How can social media increase
your business success?
a
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This document is part of the “Social Media and Business” series by JF MESSIER
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can you improve your
business with Facebook?
1.Objectives you can achieve
2.Strengths
3.Weaknesses
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#1
you can achieve with
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1. Branding
To promote the new Toyota Sienna SE, the company does something new, fun and engaging.
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1. Branding
182,500 shares
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1. Branding Heineken makes excellent use of social
media by sharing (really
funny) videos and
photos of events,
sponsoring
contests, and
asking questions.
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1. Branding
700,000 fans
Heineken makes excellent use of social
media.
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2. Customer Retention
Airlines companies use
…and other social media.
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2. Customer Retention
to make it easy to build relationships, not only with other customers but with the airline itself. Happy customers mean returning customers, and Virgin America seems to get that.
Virgin uses
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2. Customer Retention
In 2009 , because of
the Iceland volcano,
KLM was the first
airliner to use
&
59,000 followers
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#2
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Active worldwide users:
Source: Facebook.com/press/info.php?statistics – September 2010
X 500
2004 2005 2006 2007 2008 2009 2010
500
400
300
200
100
0
million +
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15
Share of Online Usage shifted
06 09 12 03 06 09 12 03 06 09 12 03 06 09
2006
2007 2008
2009
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Source: Experian Hitwise US
7.07%
7.03%
Weekly Market Share in ‘all categories’ measured by visits, based on US usage
Facebook reached Top Ranking
in the US, overtaking Google
8
7
6
5
4
3
2
Ma
r
Ap
r
Ma
y
Jun
Jul
Au
g
Se
p
Oc
t
De
c
Jan
Fe
b
Ma
r
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If
most populated country in the World,
…ahead of the United States.
3rd
2nd
1st 4th
…the
were a country, it would be…
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70 %
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
# Active Facebook Worldwide Users outside the United States
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Active users logging on to
Facebook in any given day
50%
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
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30 Billion
Pieces of content shared
each month.
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
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Local businesses with
active Facebook pages
Source INSIDE FACEBOOK.COM – FEBRUARY 2010
1.5 Billion
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Users’ first choice of social media platform
LinkedIn: 1%
78%
Orkut: 2%
Facebook is the
first choice when
it comes to
sharing in Social
Networking
space.
Twitter: 5%
14%
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Alexandre Oudin has clearly demonstrated that there are still creative ways to express yourself on Facebook.
The new Facebook design
released in
2010
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Facebook is efficient for
B2C activities
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50%
purchase
Facebook is efficient for
of Facebook fans are
more likely to make a
More than
from the
brands they follow
B2C activities
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25% of customers connect
with brands on Facebook
to receive discounts
Facebook is efficient for
B2C activities
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This is the reason why
most Facebook success
stories involve B2C
Facebook is efficient for
B2C activities
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#3
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This is the reason why
most Facebook success
stories involve B2C
Facebook involves
more B2C than B2B
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General Audience of
It has so many people on it - moms, children, grandparents - that it may be hard for businesses to find the right audience.
All Backgrounds
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Click-through rate
The clicks
aren't there
1 904%
287%
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While a business can get noticed on Facebook,
chances are it will have
do so with a broad
campaign connecting
with a larger numbers
of users
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While a business can get noticed on Facebook,
chances are it will have
do so with a broad
campaign connecting
with a larger numbers
of users
than it takes to get the
same amount of
attention on a more
focused medium such as
Twitter.
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Average CTR
= 0.1%
Source mashable – January 2011
A study done by Webtrends about ads on
Facebook demonstrates that:
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0.070%
0.065%
0.060%
0.055%
0.050%
0.045%
0.040% 2009 2010
CTR (*) $0.50
$0.45
$0.04
$0.35
$0.30
$0.25
$0.20 2009 2010
CPC (*)
(*)Click-through rate (*)Cost per click
Source mashable / Webtrends study – January 2011
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Facebook is like hibernating.
Users may see you
every day but
don't become
something
akin to
friends
until
weeks
or
months
later.
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Facebook is a "push" approach.
People who go there already know you.
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Facebook is a "push" approach.
No-one likes a "push" approach.
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Any businessperson on Facebook should know
that it is competing with the same games,
quizzes and attention from loved ones that
brought users there in the first place.
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Synthesis
Facebook is the biggest social media
platform.
Facebook can be used for branding and
customer retention.
It’s not the easiest social media to
generate leads since it is a “push” tool,
and the click-through rate is much lower
than some others.
Facebook is especially relevant for B2C.
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Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Mercuri Website : http://www.mercuri.net/ JF MESSIER’s blog: http://newsalespresentation.com/
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