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Facebook 101

Facebook 101



Some straightforward tips on how to get started using Facebook for your business.

Some straightforward tips on how to get started using Facebook for your business.



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  • Victoria’s Secret provides freebies, special offers, and coupons frequently.
  • The Skittles homepage is actually a hub for their various social media presences. Visitors can check out their Facebook brandpage, their Twitter, media uploads, and product information while the “homepage” directory stays in the corner of the user’s screen.

Facebook 101 Facebook 101 Presentation Transcript

  • 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
    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.
    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.
    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
  • Engage Your Community
    Reach out to current brand fans
    Host discussions around your customers’ interests
    Provide fans with branded digital goods
  • Engage Your Community
    1. Identify existing communities…
  • Engage Your Community
    2.Start a discussion
  • Engage Your Community
    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
    Your website
    Your blog
    Your iPhone application
    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