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3 Must Haves for
Facebook Success

Aug 2011
Social Success
Social success is driving real business outcomes
through social engagement.




                                                   2
The Allure of Facebook

 Everything about Facebook is so
 enticing, yet just beyond our grasp. It’s
 free. It’s huge. We find many
 thousands of our customers there.
 They ―like‖ us. They tell us what they
 want, need and wish for on our
 Facebook page walls. It seems the
 perfect social media engagement
 platform.




                                             3
The Truth About Facebook


 Yet with each status update, each
 positive comment, every customer
 inquiry and all the ingenious product
 ideas we see disappearing from the
 Facebook wall every hour, we find
 ourselves wondering what we’re doing
 there at all.




                                         4
The Good News About Facebook


What good is Facebook as a platform for social customer engagement unless
we can engage our social customers in ways that make real sense for our
customers and drives real business outcomes for the brand?

The good news is you can turn Facebook into a vibrant social customer online
community with the addition of just a few key must-haves.




                                                                               5
3 Must Haves for
Facebook
Success


                   6
1. Peer-to-peer Engagement
Harnessing the crowd’s energy and fulfilling customer need is what social customer marketing
is all about. Harnessing the crowd’s energy to fulfill customer need is what peer-to-peer
engagement is all about.

Peer-to-peer engagement—enabling your Facebook fans to help each other—with question
and answer applications, community moderation, and rank and reputation features makes
immediate sense. It gives customers value when they get there—they can search for and find
useful information. And it drives real business value for the brand—less support calls means
less support costs.



                                                                                               7
2. Influencer Tracking
Not only must your Facebook fans engage with each other, they must recognize and trust
each other in order for customer community dynamics to spark. The 90-9-1 Principle holds
that content creators are just 1% of your audience, so it’s important for the rest to know who
they are and what they bring to the table.

Finding these key influencers, motivating them, helping them along is critical to Facebook
success. Rewarding your fans publicly for their contributions—elevating their status, featuring
their content, giving them additional privileges—is a sure fire way to discover who among your
fans are your key influencers—your brand superfans.



                                                                                                  8
3. Deep Analytics
Just counting likes and fans not only fails to measure the true business value of the
channel, but measures it incorrectly, and gets in the way of achieving our objectives.

What should you know about your Facebook fans? Everything. Not only how many fans
you have, but how many actually return, what percentage are active, how deep are their
conversation threads, how many unique fans engage in each conversation, how quickly
they respond to your messages and each other’s, how many actually return and the to the
same conversation threads.

Only when you have deep insight into how engaged your Facebook fans are will you have
the ability to assign quantitative value to your social success on Facebook.

                                                                                          9
Facebook Success
A sound social strategy for your Facebook pages means moving beyond
counting fans and likes. It means leveling up, outfitting your Facebook presence
with a more oomph, and showing up on Facebook like you mean it.

Enabling peer-to-peer engagement will bring immediate value to your
Facebook fans by letting them interact with and help each other. Right away,
they’ll discover a new and vibrant community feel to your Facebook pages.
Finding and cultivating your influencers will get you more power out of the
channel by amplifying the most credible social voices you can harness. Lastly,
instituting a system of quantitative measurement with deep analytics will give
you a true measurement of the business value of the Facebook channel so you
can make informed decisions about what really works.


                                                                                   10
About Lithium




                11
About Lithium
                                                           Find us on the Social Web
We help great companies build brand nations for their
most engaged customers.                                        Follow us on Twitter

                                                               Find us on Facebook
With Lithium, clients such as Best Buy, AT&T, Research         Follow Us on LinkedIn
in Motion Limited (RIM), Univision, and PayPal to turn
their customers' passion into marketing, product               Join the Lithosphere
development, sales, and customer service assets.

For more information, visit lithium.com, or connect with   Additional Resources
us on Twitter, Facebook and our own nation – the           Subscribe to SocialMatters
Lithosphere. Lithium is privately held with headquarters
                                                           Lithium Resources
in Emeryville, California.
                                                           Lithium News & Events


                                                                                        12
why Lithium?




    Deep                               Social                           Social
 Engagement                           Science                          Success
Great experiences for your most      Rich data for analysis,     Driving real business outcomes.
 passionate contributors—your     benchmarking, and optimizing
          superfans.                your social investments.



                                  www.lithium.com.                                                 13
recognized leadership
 Lithium is Number 1 in:
 ▪   Current offering
 ▪   Features
 ▪   Strategy
 ▪   Clients
                        November 2010 “The Forrester Wave™: Community Platforms, Q4 2010”



                          www.lithium.com.                                                  14
Lithium Resources
▪ Social Support with Online Communities Whitepaper
▪ Gartner Magic Quadrant for Social CRM Q3 2011
▪ Forrester Wave for Community Platforms Q4 2010
▪ The Lithium Social Customer Suite
   •   Lithium Community Platforms
   •   Lithium Social Media Monitoring
   •   Lithium Customer Intelligence Center
   •   LevelUp for Facebook

                                                      15

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3 Must Haves for Facebook Success

  • 1. 3 Must Haves for Facebook Success Aug 2011
  • 2. Social Success Social success is driving real business outcomes through social engagement. 2
  • 3. The Allure of Facebook Everything about Facebook is so enticing, yet just beyond our grasp. It’s free. It’s huge. We find many thousands of our customers there. They ―like‖ us. They tell us what they want, need and wish for on our Facebook page walls. It seems the perfect social media engagement platform. 3
  • 4. The Truth About Facebook Yet with each status update, each positive comment, every customer inquiry and all the ingenious product ideas we see disappearing from the Facebook wall every hour, we find ourselves wondering what we’re doing there at all. 4
  • 5. The Good News About Facebook What good is Facebook as a platform for social customer engagement unless we can engage our social customers in ways that make real sense for our customers and drives real business outcomes for the brand? The good news is you can turn Facebook into a vibrant social customer online community with the addition of just a few key must-haves. 5
  • 6. 3 Must Haves for Facebook Success 6
  • 7. 1. Peer-to-peer Engagement Harnessing the crowd’s energy and fulfilling customer need is what social customer marketing is all about. Harnessing the crowd’s energy to fulfill customer need is what peer-to-peer engagement is all about. Peer-to-peer engagement—enabling your Facebook fans to help each other—with question and answer applications, community moderation, and rank and reputation features makes immediate sense. It gives customers value when they get there—they can search for and find useful information. And it drives real business value for the brand—less support calls means less support costs. 7
  • 8. 2. Influencer Tracking Not only must your Facebook fans engage with each other, they must recognize and trust each other in order for customer community dynamics to spark. The 90-9-1 Principle holds that content creators are just 1% of your audience, so it’s important for the rest to know who they are and what they bring to the table. Finding these key influencers, motivating them, helping them along is critical to Facebook success. Rewarding your fans publicly for their contributions—elevating their status, featuring their content, giving them additional privileges—is a sure fire way to discover who among your fans are your key influencers—your brand superfans. 8
  • 9. 3. Deep Analytics Just counting likes and fans not only fails to measure the true business value of the channel, but measures it incorrectly, and gets in the way of achieving our objectives. What should you know about your Facebook fans? Everything. Not only how many fans you have, but how many actually return, what percentage are active, how deep are their conversation threads, how many unique fans engage in each conversation, how quickly they respond to your messages and each other’s, how many actually return and the to the same conversation threads. Only when you have deep insight into how engaged your Facebook fans are will you have the ability to assign quantitative value to your social success on Facebook. 9
  • 10. Facebook Success A sound social strategy for your Facebook pages means moving beyond counting fans and likes. It means leveling up, outfitting your Facebook presence with a more oomph, and showing up on Facebook like you mean it. Enabling peer-to-peer engagement will bring immediate value to your Facebook fans by letting them interact with and help each other. Right away, they’ll discover a new and vibrant community feel to your Facebook pages. Finding and cultivating your influencers will get you more power out of the channel by amplifying the most credible social voices you can harness. Lastly, instituting a system of quantitative measurement with deep analytics will give you a true measurement of the business value of the Facebook channel so you can make informed decisions about what really works. 10
  • 12. About Lithium Find us on the Social Web We help great companies build brand nations for their most engaged customers. Follow us on Twitter Find us on Facebook With Lithium, clients such as Best Buy, AT&T, Research Follow Us on LinkedIn in Motion Limited (RIM), Univision, and PayPal to turn their customers' passion into marketing, product Join the Lithosphere development, sales, and customer service assets. For more information, visit lithium.com, or connect with Additional Resources us on Twitter, Facebook and our own nation – the Subscribe to SocialMatters Lithosphere. Lithium is privately held with headquarters Lithium Resources in Emeryville, California. Lithium News & Events 12
  • 13. why Lithium? Deep Social Social Engagement Science Success Great experiences for your most Rich data for analysis, Driving real business outcomes. passionate contributors—your benchmarking, and optimizing superfans. your social investments. www.lithium.com. 13
  • 14. recognized leadership Lithium is Number 1 in: ▪ Current offering ▪ Features ▪ Strategy ▪ Clients November 2010 “The Forrester Wave™: Community Platforms, Q4 2010” www.lithium.com. 14
  • 15. Lithium Resources ▪ Social Support with Online Communities Whitepaper ▪ Gartner Magic Quadrant for Social CRM Q3 2011 ▪ Forrester Wave for Community Platforms Q4 2010 ▪ The Lithium Social Customer Suite • Lithium Community Platforms • Lithium Social Media Monitoring • Lithium Customer Intelligence Center • LevelUp for Facebook 15