Listen to audio over your computer speakers or you may phone in:

Australia #: 02 8014 7529New Zealand #: 0800 451 500

Access Code: 328-973-038

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

QQ

Facebook

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

Twitter

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

Learn more about GoToMeeting!

1800 451 458 (Australia)0800 424 874 (New Zealand)

www.GoToMeeting.com.au

Please call now to have all your questions answered.

We will send you a link to the recorded session within 24 hours.

Try it Free

Thank you for attending!