Facebook

For

Business

using Facebook to reach customers,build your brand, and drive traffic toyour business's web site.

Dave Ross

Lead Developer at Xeno Media

Ten years software development experience

Sun Certified Java Programmer

Organizer of the West Suburban Chicago PHP Meetup

On the Internet since 1994

Vintage computer collector

Feline fanatic

LinkedIn: linkedin.com/in/daverossfromchicago

General: daveross.tel

Meetup: suburbanchicagophp.org

Facebook: facebook.com/profile.php?id=646332803

What is Facebook?(in their own words)

“Giving people the power to share and make the worldmore open and connected.”

http://www.facebook.com/facebook?ref=pf

“Facebook is a social utility that helps people communicate more efficiently with their friends, families and coworkers.”

http://www.facebook.com/press/info.php?execbios

What is Facebook?

Facebook is Web 2.0

No web design experience required

Easily add content (photos, videos, music, etc.)

Free (ad supported)

Social (comments, chat)

Facebook is Email 2.0(and Instant Messaging 2.0)

White-listing (only receive updates from friends)

Broadcast to all of your friends

See all your friends' activity on one page (News Feed)

Facebook is a Platform

More than 660,000 developers and entrepreneurs from more than 180 countries

Every month, more than 70% of Facebook users engage with Platform applications

More than 5,000 applications have 10,000 or more monthly active users

http://www.facebook.com/press/info.php?statistics

Who uses Facebook?

More than 200 million active users

More than 100 million users log on to Facebook at least once each day

More than two-thirds of Facebook users are outside of college

The fastest growing demographic is those 35 years old and older

More than 4 million users become fans of Pages each day

Source: http://www.facebook.com/press/info.php?statistics

Pages

Register yours at http://www.facebook.com/advertising/?pages

Pages are how businesses establish a presence on Facebook.

“Hanging out a shingle”

Just like a personal profile,but for your business

FREE!

Free...but not easy

John Gruber & Merlin MannHOWTO: 149 Surprising Ways to Turbocharge Your Blog with Credibility!’, Pt. 1

http://ratafia.info/post/90530195/transcript-of-howto-149-surprising-ways-to

Join the conversation!

“These markets are conversations. Their members

communicate in language that is natural,

open, honest, direct, funny and often shocking.

Whether explaining or complaining, joking

or serious, the human voice is unmistakably genuine.

It can't be faked.”

- The Cluetrain Manifesto (1999)

Be authentic!

Authenticity is important to everyone,but especially the Millenial generation.

“Keep it real”

“Those who stand out as leaders have a notable authenticity that enables them to make

genuinely meaningful connections with a wide range of people. Authenticity is a tool for

changing the world by doing good.”

Penelope TrunkHow to Change the World: The Nine Biggest Myths of the Workplace

http://blog.guykawasaki.com/2007/05/the_nine_bigges.html

Offer something in return

In the “Web 1.0” days it was all about eyeballs.

“How many eyeballs can your site get?”

In “Web 2.0”, it's more like

“How much can you give?”

Offer something in return

In the “Web 1.0” days it was all about eyeballs.

“How many eyeballs can your site get?”

In “Web 2.0”, it's more like

“How much can you give?”

Relationships

Really, you want a relationshipwith your customers.

You want them to be loyal.

You want them to genuinely love you with all their heart.

And you want them to do the dishes.

Give and Take.

Engagement

What will most social marketing peopletell you is the most important

Thing?

Engagement.

Wow, this relationship metaphoris working pretty well.

Don't Believe Me?

How about Fortune magazine?

“If you are a good networker, constantly reaching out to interested parties, then you have a better chance of being

able to leverage Facebook as a marketing venue. If you simply put up a page and leave it untended, it will likely

stagnate and be a waste of time.

Facebook is a place to make connections, not to buy products and services, [Eric Weaver of Edelman Digital] notes.”

http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm

CASE #1:

Expandrive

Who are Expandrive?

The make an AWESOME program that mounts SFTP servers as if they were local drives.

Mac or Windows

“there are only three employees at the office, and not one of them drives to work.”

Target market: web designers/developers/addicts

Expandrive has a Facebook Page

They link to it on their web site.

Will you be their friend?

Why friend them?

Expandrive's friends get a coupon.

$5 off a $40 program. Just click a link.

Expandrive's relationships

Expandrive has 533 fans on Facebook.

They could have ended the relationship.They could have taken the money and ran.

Expandrive's fans want a relationship.

Give and Take

Expandrive's fans write on the company's “wall”

Expandrive doesn't delete negatives

Company's posts appear on your News Feed page.

Posted a sneak peek at version 2.0 for fans

Word of Mouth

When someone becomes a fan of something, Facebook lets all their

friends know:

“Dave Ross is now a fan of Expandrive”

A message appears on their friends' News Feeds.

A call to action sometimes shows in their friends'

“highlights” box.

CASE #2:

JLM Couture

Who are JLM Couture?

They sell a wide range of designer wedding dresses.

Don't sell directly to customers, but refer them to local bridal shops.

Target market: Brides-to-be

Millennial Brides

“..children of Baby Boomers, born in 1982 and later, with the oldest of them having graduated college in 2000. They number nearly 79 million—vs. 45

million of their predecessors, Generation X—and...their numbers could exceed 100 million”

“She uses magazines and the Internet in equal amounts to plan the wedding.”

“Brand favoritism is another trend, and consolidation may occur as Millennials pledge their loyalties. Designers and names represent quality, fashion, and

comfort”

http://www.allbusiness.com/retail/retailers-clothing-accessories-stores-jewelry/6354610-1.html

JLM Couture Wrote an App

“The Wedding Dress that Fits You Best”

Quizzes are popular apps

Gets JLM's dresses and name out to young brides

Driving People to Facebook

JLM Couture put an ad for their Facebook app on their web site.

Every time someone takes the quiz, their friends are notified.

Virally drives traffic, spreads JLM & designers' names.

App's page acts like a company page, where potential customers can ask about dresses.

Explore!

Sign up for Facebook Search for companies you feel strongly about See how they build relationships Build relationships with your own customers