Facebook 101

Facebook 1014Business

Speaker
Jonathan Nguyen
Digital Strategist | 360 Digital Influence
Ogilvy Sydney
P: +61 2 8281 3805
E: jonathan.nguyen@ogilvy.com.au
T: @J4Jonathan
B: AsiaDigitalMap.com

Agenda
Facebook Landscape in APAC
Building Your Strategy
Engaging Your Community
Action!
Adding Scale & Impact
Measuring Success
3 Facebook Trends to Watch
What NOT to Do
How-to Resources

The FacebookAPAC Landscape

“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.”

Visitation metrics highlight Facebook’s category dominance

The Stats Page*
More than 400 million active users
8.8 million Australians on Facebook (Nielsen)
The average Australian spends nearly 8 hours a week on Facebook, ‘out-socialing’ our US and UK counterparts (Nielsen)
There are over 160 million objects that people interact with (pages, groups and events)
Average user is connected to 60 pages, groups and events
Average user creates 70 pieces of content each month
More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
*The obligatory stats page appears to give the speaker credibility before launching into a massive sales pitch...

The Facebook Toolbox
Brand Fan Pages
A Facebook Page is a public profile that enables you to share your business and products with Facebook users. Pages are similar to personal profiles and brands accumulate fans instead of friends. Within pages you have the option of posting and collecting content, importing Twitter and blog feeds, collecting user reviews, and hosting discussions.
Applications
An application is a platform for developers which provides a framework to build tools which Facebook users can add to their profile. Applications range from chat to games to mobile.
Connect/Share/Open Graph
Facebook Connect and Facebook Share are additions to your brand’s existing web site or blog which allow you to integrate their Facebook presence with other online media. Facebook Connect is an open identifier which allows users to take their Facebook profile with them when they shop, comment, or browse on other web sites.
Advertising
Facebook offers banner advertising which can target age, gender, location, relationship status and interest, or music and lifestyle interests.
*I was kidding about the sales pitch

Building aFacebookStrategy

4 Elements to a successful Facebook strategy

Strategy Checklist
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?

Engage Your Community

Reach out to current brand fans
Host discussions around your customers’ interests
Provide fans with branded digital goods

1. Identify existing communities…

2.Start a discussion

3. Provide Branded Digital Goods

Take Action!

Action!
“There must be a call to action or reason for Facebook users to engage with the brand – there must be something remarkable.”
-Kristin Foster, Ogilvy Digital Strategist

Take Action!
Three ways to activate your community:
Provide coupons and exclusive offers for fans
Offer applications that provide value or support a cause
Host contests and promotions that drive users to a landing page

Action!
1. Coupons and special offers

2. Applications that enlist supporters

3. Host opt in competitions

Scale Up!

Scaling up your Program
Three ways to increase the scale and impact of your program:
Utilise social ads & targeted advertising within Facebook to reach users in specific locations, interest groups, or age ranges.
Leverage your existing media presence to drive traffic to your Facebook page
Highlight your Facebook presence at offline events

Use Targeted Advertising

2. Add your social Web links to your brand Web site

3. Use offline events to drive awareness

MeasureSuccess

“Successful brands establish success metrics prior to beginning any campaign.”
-Kevin Barenblat, Context Optional

Measuring Success
KFC 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 7,000
Tuesday 15,000
Wednesday 19,000
Thursday 24,500
Friday 29,900+
Monday 50,000+
6 July 83,700+
10.4 million impressions
18-29 YO’s Sydney, Melbourne, Brisbane

Measuring Success

Trends ToWatch

Facebook Connect / Open Graph
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

Mobile Social Networking
Facebook had 20 million unique viewers per month accessing Facebook mobile platforms.
By 2010 mobile social network users worldwide are expected to reach 369 million.
As of March 2009, users could instantly sign up to become brand fans through SMS.

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 ToDo

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 inflammatory comments unresponded to.
DON’T engage in practices you would never consider outside of Facebook.
DON’T forget about existing content you can repurpose

Appendix

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

Facebook 101

by Jonathan Nguyen on Jul 19, 2010

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Facebook 101 — Presentation Transcript