facebook essentials for business
DESCRIPTION
A principle-based approach to using Facebook for increased brand awareness and real business results. Includes multiple case studies.TRANSCRIPT
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©2009 Fluid Studio
Before we begin . . .I am a firm believer in principles—out of the chute,
you should know there is no “silver bullet”
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Social media is just one tool in the toolbox
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We all havea circle ofinfluence. People areinfluenced by those they trust
Circle of Influence
Circle of Concern What youcare about.
What you cando something
about.
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People do not want to be sold to—they want tointeract and be heard
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You cannot control the conversation, but you can participatein it
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Although social media is “one-to-many” broadcast marketing, at the end of the day real results will occur when “one-to-one” relationships are formed
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The 4 P’s of marketing (product, price, place, promotion) still exist, but the 3 R’s (relevant, real, responsive) are rising quickly in a web 2.0 world, and will result in a 4th R—relationship
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Social Media Roi: SocialnoMicShttp://www.youtube.com/watch?v=ypmfs3z8esi
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Side-by-side comparison
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Side-by-side comparison—Twitter detail
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Side-by-side comparison—MySpace detail
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Side-by-side comparison—Facebook detail
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Demographics of Facebook users
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Demographics of Facebook users
Females 18-25 led Facebook’s demographic categories this month, adding over 700,000 monthly active users to over 12.8 million. In addition, women over 45 showed strong growth, while increases in males over 35 were lower. However, on the whole, we see that Facebook is still growing most quickly percentage-wise amongst users over 45 – an interesting demographic trend that started earlier this year
©2009 Fluid Studio
Demographics of Facebook users
©2009 Fluid Studio
Demographics of Facebook users
©2009 Fluid Studio
Demographics of Facebook users
©2009 Fluid Studio
Demographics of Facebook users
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11 Business Benefits of Using Facebook Applications
Compliments to marketing-jive.com
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11 Business Benefits of Using Facebook Applications
1. Branding
Facebook can be a great resource for generating brand awareness. It can help build relationships with your prospects and clients.
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
2. Customer Engagement
Using Facebook applications can be a great way for communicating promotions, contests, and events.
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
3. Drive Web Traffic
Facebook can act as a portal point for driving traffic to your site and other online properties.
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A breakdown of the popularity of Facebook applications
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11 Business Benefits of Using Facebook Applications
4. Reputation Management
Facebook can be a useful tool for listening and responding to what users are saying about you and your brand.
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
5. New Customer Acquisition
Facebook provides an opportunity to find consumers you may have not otherwise discovered (based solely on their interests and affinity alignments).
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
6. Advertising
You can drill down and advertise just to the target audience that has the demographic footprint you desire.
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
7. Client Retention
Facebook provides another communication point to build a strong relationship with your consumer.
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
8. Access to the social world and its inherent value (the "in" factor)
Consider the following scenario: a potential prospect could be doing research on your brand or organization and may use Facebook to see if you have a presence there. Then they see that you have a Facebook profile and see a number of positive posts about your brand. This in turn can shape their opinion and could end up being one of many deciding factors as to why the prospect selects you over a competitor. The perception that Facebook is "in" and the fact that you are using Facebook could help influence the perception of your brand.
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
9. The Viral Effect
Nothing attracts a crowd like a crowd.
And Facebook is attracting quite the crowd . . .
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
10. Feedback Mechanism
Using Facebook and the various applications available can help you understand consumer behavior based on the sharing of content and commentary on the social networking site.
©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
11. Build Business Use Cases
Facebook can provide you with an opportunity to build successful business cases as you target specific vertical markets with specific business objectives.
©2009 Fluid Studio
According to a study released in January 2009 by Rosetta, an interactive marketing agency, 59 of the 100 top retailers have a Facebook presence.
“Social media sites continue to be an important source of community connection, and savvy retailers are reaping the benefits of Facebook’s rapid extension into new demographics, such as Gen X and seniors,” said Adam Cohen, partner with Rosetta’s consumer goods and retail practice.
©2009 Fluid Studio
Mr. Cohen said that retailers should guard against casual attitudes toward their Facebook presences.
“It’s important that retailers don’t just slap up a page because everyone is talking about Facebook. An effective presence requires that you carefully consider what your customers are looking for, what you would like to communicate, and what role a fan page should play in your overall online strategy.”
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General Tips The most effective Facebook fan pages are updated on a regular basis with new content.
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General Tips If there's actually evidence that the page administrator is visiting regularly and interacting with the community, the more engaged fans will be (check out the wall on Dell's page).
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General Tips Facebook pages work best when their less about "me, me, me" and more about "you, you, you" (customer-centric).
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General Tips Be a good member of the community: promote others even more than you promote yourself. Linking and promoting others is a nice way to show you care about others and can set you apart as an “expert” in the field.
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General Tips The creative material of your message should be something that people want to share virally with others. Make it newsworthy, controversial, timely, immediately useful, or even humorous.
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General Tips Don't spam—wrap your self-promotion in something of value to others.
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Tostitos on Facebook: Case Study
0 to 17,000+ fans in one month
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Tostitos on Facebook: Case Study
The concept was simple. Get the most rabid, dyed-in-the-wool fans to compete against each other for the chance to win a $100,000 scholarship for their school.
©2009 Fluid Studio
Tostitos on Facebook: Case Study
Tactic:Create a Facebook application that collected fans’ info, a short paragraph about why they should be selected, and a photo showing their school spirit.
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Tostitos on Facebook: Case Study
Two teams were selected a few weeks later, and they began a cross-country challenge that started in NYC and ended at the Tostito’s Fiesta Bowl on game day. Throughout the challenge, they were filmed and wrote updates about their experience on the Facebook fan page.
©2009 Fluid Studio
Tostitos on Facebook: Case Study
Results:
• 17,779 people became fans of the Facebook page
• 56,531 page views
• 39,477 unique visitors
• 597 wall posts
• 1098 entries with photos for the contest
• 1925 entries to the contest were shared with a friends
©2009 Fluid Studio
Tostitos on Facebook: Case Study
Success Tip #1
Give users value
Aside from the $100k scholarship (which is admittedly a clear value), Tostitos had high entertainment value. People flocked to the site.
©2009 Fluid Studio
Tostitos on Facebook: Case Study
Success Tip #2
Invite (and unite) a community
Facebook was a natural fit for this promotion. The first big spike on the fans chart above happened after the schools were announced. When the page first launched, Tostitos had to cast a somewhat wide net with their ad placement. After it was announced on December 7 that Ohio State and University of Texas were the two competing schools, Tostitos refined their ad target down to just current and alums of those schools.
©2009 Fluid Studio
Tostitos on Facebook: Case Study
Success Tip #3
(New) content is king!
The next big spike in traffic can be brought attributed to status updates. Once the race began, the page lit up with new content on a very frequent basis. This created news feed items and gave fans a reason to come back to the page. Graphics and content were updated often.
Engagement. Engagement. Engagement. There is no substitute.
©2009 Fluid Studio
Adobe’s “Real or Fake” campaign included a game on the company’s page, where users guessed whether an image was real or manipulated in Photoshop.
Adobe describes its results: “About 10% of our page visitors played the game and, of those who played, 6% clicked the “Share” button at the end of the game, and 6% clicked “Buy Now” at the end of the game. Due to this game and media placement, our page received over 6,000 new fans too.”
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Blow up your FaceBook Fan Base!
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why do you want more Fans?
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thousands oF Fans can create an extremely eFFective promotional channel— But can you actually take action to drive more Fans or is it just a natural evolution?
why do you want more Fans?
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the Future is in “earned” media, not paid.
Facebook and other social networks are primary platforms for earned media.
why do you want more Fans?
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large companies with well-known Brands will have associates set up pages and those pages can oFten grow to millions oF users organically and without much eFFort.
small to medium-sized Businesses oFten cannot just set up a page and let the people do the rest.
why do you want more Fans?
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smaller and lesser-known Brands need to invest heavily in Brand development and leverage the various social media channels availaBle to them to interact directly with their Followers, Fans, and customers.
why do you want more Fans?
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the measure oF success should not Be whether your page Boasts 30 or 30,000 Fans, But whether you have successFully attracted a large numBer oF targeted Fans.
why do you want more Fans?
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tips to add more Quality FaceBook Fans
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tips
use current Fans to drive invitations to your FaceBook page
1.
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tips
use current Fans to drive invitations to your FaceBook page
1.
Facebook currently has no limitation on the number of fans that users can invite to a public profile. This makes invitations one of the most important components of generating fans.
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tips
use current Fans to drive invitations to your FaceBook page
1.
Contests are probably the single best tool for driving more users to your Facebook page if you encourage fans to invite their friends.
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tips
use current Fans to drive invitations to your FaceBook page
1.
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tips
create contests oFten2.
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tips
create contests oFten2.Think of new and unique giveaways for those that push new fans your way (and reward them often).
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tips
create contests oFten2.Most of the time, it is better to give away more things more frequently than a large grand prize every so often.
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tips
create contests oFten2.Examples of potential contests:
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tips
create contests oFten2.Examples of potential contests:
• Ticket giveaways (movies, concerts, etc.)
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tips
create contests oFten2.Examples of potential contests:
• Ticket giveaways (movies, concerts, etc.)
• Restaurant gift certificates
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tips
create contests oFten2.Examples of potential contests:
• Ticket giveaways (movies, concerts, etc.)
• Restaurant gift certificates
• Items that your vendors or other clients want to provide for further publicity for them
©2009 Fluid Studio
Using a "widget" to promote your business
©2009 Fluid Studio
Widgets Widgets are like portable websites that operate with the same functionality as the host site but can be embedded into a blog, webpage, or other internet property.
This is an optimal tool for lead generation that can attract clients from diverse demographics.
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What does a widget look like and how does it function?
Big Brothers Big Sisters of Utah
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What does a widget look like and how does it function?
United Way
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What does a widget look like and how does it function?
National Multiple Sclerosis Society
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What does a widget look like and how does it function?
Rhodes Rolls
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What does a widget look like and how does it function?
Widgets are viral!
©2009 Fluid Studio
e-MAil MArkeTing
• Although it has been around for some time, e-mail advertising is one of the most effective forms of direct electronic marketing.
• like most things that are web-based, analytics can be collected and analyzed to help you hone your messaging. Used effectively, analytics will help you improve the open and click-through rates over time.
©2009 Fluid Studio
e-MAil MArkeTing
• Attention: The first part of your write-up grabs the readers’ attention.
• information: The second part gives them information.
• desire: The third part makes them desire your product/service.
• Action: The fourth part spurs them to action (buy, click through to a website, etc.)
When MArkeTing Using e-MAil, Use The AidA sTrATegy.
©2009 Fluid Studio
e-MAil MArkeTing
your e-mail provider should allow you to review the analytics from your campaign. see “hot spots,” trends, and patterns to help you improve future mailings.
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