Social SuccessSocial success is driving real business outcomesthrough 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 FacebookWhat good is Facebook as a platform for social customer engagement unlesswe can engage our social customers in ways that make real sense for ourcustomers and drives real business outcomes for the brand?The good news is you can turn Facebook into a vibrant social customer onlinecommunity with the addition of just a few key must-haves. 5
1. Peer-to-peer EngagementHarnessing the crowd’s energy and fulfilling customer need is what social customer marketingis all about. Harnessing the crowd’s energy to fulfill customer need is what peer-to-peerengagement is all about.Peer-to-peer engagement—enabling your Facebook fans to help each other—with questionand answer applications, community moderation, and rank and reputation features makesimmediate sense. It gives customers value when they get there—they can search for and finduseful information. And it drives real business value for the brand—less support calls meansless support costs. 7
2. Influencer TrackingNot only must your Facebook fans engage with each other, they must recognize and trusteach other in order for customer community dynamics to spark. The 90-9-1 Principle holdsthat content creators are just 1% of your audience, so it’s important for the rest to know whothey are and what they bring to the table.Finding these key influencers, motivating them, helping them along is critical to Facebooksuccess. Rewarding your fans publicly for their contributions—elevating their status, featuringtheir content, giving them additional privileges—is a sure fire way to discover who among yourfans are your key influencers—your brand superfans. 8
3. Deep AnalyticsJust counting likes and fans not only fails to measure the true business value of thechannel, 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 fansyou have, but how many actually return, what percentage are active, how deep are theirconversation threads, how many unique fans engage in each conversation, how quicklythey respond to your messages and each other’s, how many actually return and the to thesame conversation threads.Only when you have deep insight into how engaged your Facebook fans are will you havethe ability to assign quantitative value to your social success on Facebook. 9
Facebook SuccessA sound social strategy for your Facebook pages means moving beyondcounting fans and likes. It means leveling up, outfitting your Facebook presencewith a more oomph, and showing up on Facebook like you mean it.Enabling peer-to-peer engagement will bring immediate value to yourFacebook 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 thechannel by amplifying the most credible social voices you can harness. Lastly,instituting a system of quantitative measurement with deep analytics will giveyou a true measurement of the business value of the Facebook channel so youcan make informed decisions about what really works. 10
About Lithium Find us on the Social WebWe help great companies build brand nations for theirmost engaged customers. Follow us on Twitter Find us on FacebookWith Lithium, clients such as Best Buy, AT&T, Research Follow Us on LinkedInin Motion Limited (RIM), Univision, and PayPal to turntheir customers passion into marketing, product Join the Lithospheredevelopment, sales, and customer service assets.For more information, visit lithium.com, or connect with Additional Resourcesus on Twitter, Facebook and our own nation – the Subscribe to SocialMattersLithosphere. Lithium is privately held with headquarters Lithium Resourcesin Emeryville, California. Lithium News & Events 12
why Lithium? Deep Social Social Engagement Science SuccessGreat 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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