facebook as a successful business tool presented by leila bagundol, glen morrow, henrietta suen and...
TRANSCRIPT
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Facebook as a Successful
Business Tool
Presented byLeila Bagundol, Glen Morrow,Henrietta Suen and Angeline Woo
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Aim• Discover Facebook’s
successfulness for both business and media industries
• Explore the potential of Facebook
• Examine the strengths and possible risks of Facebook
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Scope• Businesses : socialising; advertising,
promotional, marketing and communication functions
• whether or not Facebook is successful:• disseminating information to better
various businesses
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Scope• Key questions:
– What defines a successful business tool?
– How do we judge Facebook’s success as a business tool?
– Why is Facebook chosen as an advertising and promotional platform?
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What defines a Successful Business
Tool?
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What defines aSuccessful Business Tool?
• Something that has a positive effect on customer/consumer behaviour
• Part of an overall strategic approach to promotion, and revenue generation
• Enables the business to have a competitive advantage in a climate of constant change
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How do we judge Facebook’s success as
a Business Tool?
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Judging Facebook’s success
• Keith De La Rue – Founder – Acknowledge Consulting
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Judging Facebook’s success
• Ross Hill – Innovative Analyst – Deloitte Australia
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Judging Facebook’s success
• Data Analytics gathered from various Case Studies– Growth, participation and interaction
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Why is Facebook chosen as a
Promotional and Advertising Platform?
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Why Facebook? • Easy networking and communication tool
• User popularity
• Platform for instant customer/consumer engagement
• Information immediacy and fast feedback
• Achieve higher search engine rankings
• Increase in product visibility
• Free/Low Cost
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Why Facebook? Chart 1: Time spent online per month by category (Oct. 2009)
Source: Nielsen Scan Australia October 2009 News Release
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Why Facebook?
Table 1: Top 50 Australian WebsitesJune/July 2009
Source: Nielsen Scan Australia July 2009 News Release
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Why Facebook? • Case Study 1: Supre Clothing Store (Australia)
• Mudo Media – “Zero to 40,000 fans”– 5 month period of Social Media and Marketing Strategies
• On a daily basis the Page generated an average:– 299 new Fans– 171 Comments– 163 Likes– 838 Page views
• Listening to the customers!– Polls and opinions saved money
Left or Right?
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Why Facebook? • Case Study 2: Australian Bananas (Australia)
• Multi-Media “Make Your Body Sing” campaign– 6-month period of advertising
• Paired with So You Think You Can Dance 2010– “Banana lounge” message of “...good times, with fun,
with energy, with happiness.”– 18-24 age demographic– Health and Nutrition – Recipes– Intent to grow with the online social networking
community
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Why Facebook?
Show Ambassador – Kim Saigh
• Case Study 3: Tattoo Pride for Tattoo Artistry (Singapore)
• Singapore Tat2-2010 Show– Old communication methods obsolete
(postal mail, email and the website)
• Now... Facebook:– “Tattoo Pride”
(4,647 Fans)– “Tattoo Pride for Tattoo Artistry”
(6,850 Group Members)
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Why Facebook? • Case Study 4: Dessert Artistry (USA)
• Rice University's Jones Graduate School of Business– Social Media and Marketing Research Study– Over 1,700 correspondents over a 3 month period
• Study shows Fans:– Made 36% more visits to DG's stores each month – Spent 45% more of their eating-out dollars at DG– Spent 33% more at DG's stores– Had 14% higher emotional attachment to the DG brand– Had 41% greater psychological loyalty toward DG
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Conclusion…
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Conclusion
• As a business technology it IS successful• Traditional advertising and marketing media
tools appears to be approaching a slow death• But…– New social media technologies/platforms– Must evolve and innovate– Issues with the private and public spheres
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Conclusion
• Tim Bull – Co-Founder – BinaryPlex
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Thank you!