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Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
Facebook strategy for your business
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Facebook strategy for your business

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Social media tools like Facebook are redefining how your customers and stakeholders interact online. Isn't it time to learn how your business can leverage this powerful platform? …

Social media tools like Facebook are redefining how your customers and stakeholders interact online. Isn't it time to learn how your business can leverage this powerful platform?

WIth these slides from a SmartCompany webinar, you'll get practical steps on how to develop and implement a Facebook strategy for your business - including what NOT to do.

Published in: Business, Technology
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  • guys download it here http://www.slideshare.net/SmartCompanyWebinars/facebook-strategy-for-your-business its available as a PDF
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  • It was a free webinar, with really valuable information. The data is in lieu of receieving free information, the new age of business support
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  • would really like to be able to just downlaod the presentation
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  • Agree with Ailsa. An interesting and valuable presentation which has been totally undermined by this process. I'm not impressed that I am forced to provide PERSONAL information from my facebook account to a third party (slideshare) to access these slides. I'm happy to provide relevant business information to SmartCompany and Ogilvy but my personal information is sacrosanct, and will remain so.
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  • why can't this just get emailed - finding this seriously confronting
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  • 1. James Thomson SmartCompany.com.au Brian Geisen Ogilvy 360° Digital Influence Jonathan Nguyen Ogilvy 360° Digital Influence Facebook strategy for your business
  • 2. <ul><li>At Ogilvy’s 360°Digital Influence , we use a deep understanding of how social media works, the science of influence and what drives word of mouth to deliver business value. </li></ul>
  • 3. FACEBOOK FOR BUSINESS <ul><li>The Australian Landscape (Stats &amp; Stuff) </li></ul><ul><li>Getting Prepared </li></ul><ul><li>7 Deadly Sins of Facebook Marketing </li></ul><ul><li>Creating a Facebook Strategy </li></ul>ARE YOU READY ARE YOU READY ARE YOU READY ARE YOU READY
  • 4. FACEBOOK FOR BUSINESS The Australian Landscape
  • 5. COMMON MISPERCEPTION: “ We are six-months behind the United States in terms of adoption of social media .”
  • 6. Australians use Facebook each month 9.4 million 63% Of Australian Online Users Use Facebook * SOURCE: Nielsen Australia, October 2010
  • 7. *SOURCE: Nielsen Australia, March 2010 ** SOURCE: Buddy Media, January 2011 Average time Australians spend on Facebook per month* 8.19 hours 19 of 20 Minutes spent on Facebook are spent in the newsfeed**
  • 8. *SOURCE: Nielsen Australia, March 2010 Of Australians have watched an online video about a product or service. Of online Australians have followed or joined a company, brand or product 34% 63%
  • 9. SOURCE: Nielsen Australia, March 2010 In social media in Australia is Sharing a Video #1 Activity 1,300% increase over last year
  • 10. SOURCE: Nielsen Australia, March 2010 The new home page, shelf space &amp; front page Search 90% Of people start their Internet session on a search engine.
  • 11. Trust Advertisements 14% 86% Trust the opinions of other Australians for product/service recommendations
  • 12. The 7 Deadly Sins of Facebook Marketing 7
  • 13. #1: ABANDONMENT <ul><li>Creating a fan page, inviting people, and then abandoning the page </li></ul><ul><li>Often created around specific ad or PR campaigns, or one-off events </li></ul>
  • 14. #2. IRREGULARITY <ul><li>Posting infrequently or irregularly, leaving fans guessing </li></ul><ul><li>Daily posting is a key ingredient to success </li></ul>
  • 15. #3: VERBOSENESS <ul><li>Wordy wall posts that don’t have a clear call to action turn people off </li></ul><ul><li>Sprinkle in short, relevant questions geared to “start” conversations </li></ul><ul><li>Use photos &amp; video </li></ul>
  • 16. #4. CANNED RESPONSES <ul><li>Using the same canned responses to fans over and over </li></ul><ul><li>“ Thank you for your message, please email us here for more information” </li></ul>
  • 17. #5: ANARCHY <ul><li>No moderation of the page or rules by the business/brand </li></ul><ul><li>Spammers, profanity &amp; unrelated marketers rule the fan page </li></ul>
  • 18. #6: ISOLATION <ul><li>Multiple, independent pages setup for a business </li></ul><ul><li>What happens on a Facebook tab stays on a Facebook tab! </li></ul>
  • 19. #7. AMBIGUITY <ul><li>No clear purpose for the page </li></ul><ul><li>Inconsistent “voice” </li></ul><ul><li>Impossible to measure </li></ul>
  • 20. 01. Abandonment: Be committed beyond a campaign . 02. Irregularity: Develop a daily “conversation calendar”. 03. Verbosity: Have a point. Ask a question. Use video &amp; images. 04. Canned Responses: Tailor responses, don’t copy/paste. 05. Anarchy: Draft a guidebook &amp; post “house rules”. 06. Isolation: Collaborate. Focus on getting onto walls &amp; feeds. 07. Ambiguity: Start with your business objective. Tell people. 7 Deadly Sins of Facebook Marketing &gt;
  • 21. FACEBOOK FOR BUSINESS Building a Facebook Strategy
  • 22. 4 Elements of a Successful Facebook Strategy <ul><li>1. SETUP </li></ul><ul><li>Define your business objective </li></ul><ul><li>Develop the social media voice for your business </li></ul><ul><li>Setup the page &amp; register a custom URL for your business name. </li></ul><ul><li>3. ADD SCALE </li></ul><ul><li>Use Facebook engagement ads </li></ul><ul><li>Leverage an event or a great PR idea </li></ul><ul><li>Cross-promote the Facebook page in other advertising (radio, TV, newspapers, billboards). </li></ul><ul><li>4. MEASURE </li></ul><ul><li>Pre-define KPI’s upfront based on your objectives </li></ul><ul><li>Use Facebook Insights to really understand your fans and what they want. </li></ul><ul><li>2. DRIVE ACTION </li></ul><ul><li>Invite feedback in your daily updates </li></ul><ul><li>Host contests and special promotions </li></ul><ul><li>Provide fans with exclusive content </li></ul><ul><li>Offer engaging, interactive content </li></ul>
  • 23. 4 Elements of a Successful Facebook Strategy <ul><li>1. SETUP </li></ul><ul><li>Define your business objective </li></ul><ul><li>Develop the social media voice for your business </li></ul><ul><li>Setup the page &amp; register a custom URL for your business name. </li></ul><ul><li>Go to: http://www.facebook.com/pages/create.php to create your page. </li></ul><ul><li>Choose the right category and follow the instructions </li></ul><ul><li>When you have 25 fans, customise your URL by visiting: http://www.facebook.com/username </li></ul>
  • 24. Example Business Objective: Improve Recruitment &amp; Employee Collaboration
  • 25. <ul><li>The “Green Room” </li></ul><ul><li>Live video blog </li></ul><ul><li>Every Friday streamed via Facebook </li></ul>
  • 26. 4 Elements of a Successful Facebook Strategy <ul><li>2. DRIVE ACTION </li></ul><ul><li>Invite feedback in your daily updates </li></ul><ul><li>Host contests and special promotions </li></ul><ul><li>Provide fans with exclusive content </li></ul><ul><li>Offer engaging, interactive content </li></ul>Step 1: Six-Month Calendar Step 2:Weekly Calendar Brand campaigns, awareness months, planned launches (new applications, video series, summer-long promotion). Everyday Engagement from the Conversation Manager.
  • 27. Example Promotion: Ford Falcon Ultimate Experience Contest
  • 28. <ul><li>Facebook Photo Contest </li></ul><ul><li>Ford Falcon Fan Page </li></ul><ul><li>Submit Your Falcon Memory </li></ul><ul><li>500+ photos submitted </li></ul><ul><li>7,000+ new fans </li></ul>
  • 29. 4 Elements of a Successful Facebook Strategy <ul><li>3. ADD SCALE </li></ul><ul><li>Use Facebook engagement ads </li></ul><ul><li>Leverage an event or a great PR idea </li></ul><ul><li>Cross-promote the Facebook page in other advertising (radio, TV, newspapers, billboards). </li></ul>
  • 30. Example: Launching a Product Leveraging a Great PR Idea &amp; Facebook Ads
  • 31. &nbsp;
  • 32. 4 Elements of a Successful Facebook Strategy <ul><li>4. MEASURE </li></ul><ul><li>Pre-define KPI’s upfront based on your objectives </li></ul><ul><li>Use Facebook Insights to really understand your fans and what they want. </li></ul><ul><li>VB Facebook Fan Page </li></ul><ul><li>4-5PM is the most active hour </li></ul><ul><li>Based on Facebook Insights data </li></ul><ul><li>Drives the conversation calendar </li></ul>
  • 33. 4 Elements of a Successful Facebook Strategy <ul><li>1. SETUP </li></ul><ul><li>Define your business objective </li></ul><ul><li>Develop the social media voice for your business </li></ul><ul><li>Setup the page &amp; register a custom URL for your business name. </li></ul><ul><li>3. ADD SCALE </li></ul><ul><li>Use Facebook engagement ads </li></ul><ul><li>Leverage an event or a great PR idea </li></ul><ul><li>Cross-promote the Facebook page in other advertising (radio, TV, newspapers, billboards). </li></ul><ul><li>4. MEASURE </li></ul><ul><li>Pre-define KPI’s upfront based on your objectives </li></ul><ul><li>Use Facebook Insights to really understand your fans and what they want. </li></ul><ul><li>2. DRIVE ACTION </li></ul><ul><li>Invite feedback in your daily updates </li></ul><ul><li>Host contests and special promotions </li></ul><ul><li>Provide fans with exclusive content </li></ul><ul><li>Offer engaging, interactive content </li></ul>
  • 34. FACEBOOK FOR BUSINESS RESOURCES TO IMPLEMENT YOUR STRATEGY
  • 35. Recommended Reading <ul><li>Asia Digital Map: http://www.asiadigitalmap.com/category/facebook </li></ul><ul><li>The Facebook Blog: http://blog.facebook.com/ </li></ul><ul><li>Mashable: http://mashable.com/ </li></ul><ul><li>Inside Facebook: http://www.insidefacebook.com/ </li></ul><ul><li>Facebook’s Developer’s Wiki: http://wiki.developers.facebook.com/index.php/Main_Page </li></ul><ul><li>Full Interview with Kevin Barenblat: http://tinyurl.com/Kevin-Barenblat-Interview </li></ul><ul><li>Full Interview with Mike Hoefflinger : http://tinyurl.com/Mike-Hoefflinger-Interview </li></ul><ul><li>Full Interview with Kristin Foster: http://blog.ogilvypr.com/ </li></ul><ul><li>The Daily Influence: http://thedailyinfluence.com/ </li></ul>
  • 36. Additional Resources <ul><li>Create a brand page: http://tinyurl.com/create-a-brand-page </li></ul><ul><li>Optimize your brand page: http://tinyurl.com/optimize-a-brand-page </li></ul><ul><li>Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs </li></ul><ul><li>Buy targeted advertising: http://tinyurl.com/buy-facebook-ads </li></ul><ul><li>Create an application: http://tinyurl.com/build-facebook-apps </li></ul><ul><li>Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect </li></ul><ul><li>Search on Lexicon: http://www.facebook.com/lexicon/ </li></ul><ul><li>Brainstorm keywords using Google’s Keyword Tool: http://tinyurl.com/Googles-key-word-tool </li></ul>How to…
  • 37. One company that goes with this online-initiated flow is Ogilvy. “ “ Ogilvy&apos;s digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” “ ” 25 China Experts you should follow on Twitter… Thomas Crampton . THANK YOU! Brian Giesen Regional Director 360° Digital Influence Ogilvy Public Relations p 02 8281 3853 e [email_address] t @bdgiesen ”
  • 38. Thank you

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