How to use




           as a Social
Customer Relationship Management
               tool
            for FREE
          ...
WHY FACEBOOK?
because…
• Facebook is a Social Network
What’s with Social Network?
• Young people spend >= 16 hours / week
  online
• 96% have joined a Social Network
• $350 bil...
Facebook is world’s #1 Social Network

• 132.1 million unique visitors, June 2008
• 15 million active on Mobile, November
...
You can
    Eye consumers in details
•
    Get feedbacks
•
    Observe the trends
•
    Engage in conversations with consu...
DIFFERENT CHANNELS TO
REACH CONSUMERS &
POTENTIAL CONSUMERS
Direct Connection
• 5000 friends
• An account for a service is not effective
  – Looks weird
  – Looks artificial
  – Crea...
Group
• Create a group
• Invite people
• Be interesting
      Write interesting introductions
  –
      Put real & serious...
Message
• Send messages to fans
• Send messages to Group members
• Send messages to Event attendants
Event (if applicable)
    Create Events
•
    Let the group be the host
•
    Invite people
•
    Events are automatically...
Media: Photos, Videos, Links
• Upload Photos to Group / Page
• Upload Videos to Group / Page
• Post useful links to resour...
Page
    More professional than a Group
•
    More creative than a Group
•
    Affirm your position of a service provider
...
Application
• Develop an application for users
• ROI?
Advertisement
• Options
  – Banner
  – Inline advertisement
• Receive consumers’ feedbacks on the Ad
  – User can vote up ...
Market Place
• A C2C portal
GENERAL STRATEGY
Use a variety of channels
• For example
  – Create a Page
  – Be interesting
  – Upload media
  – Be interesting
  – Organ...
Pull
• The main idea of social media is Pull
• Pull
• If you Push, consumers push you back
  away
Be Social
    Give freebies
•
    Talk about people’s interest
•
    Truly care about people’s interest
•
    Share info o...
Personalize
• Mass messages are no different from ads
  on newspaper
• Personalize the message to different
  groups of co...
Engage in conversations
• Not broadcast, but conversations
  – Make it two-way
• CommunicatioN, not communicationS
  – Com...
Be Honest
    Be open
•
    Be honest
•
    Build trust
•
    “Marketing is being honest about the
•
    selected facts of...
Fun
    Be fun
•
    Spread the fun
•
    Have fun
•
    Enjoy the fun
•
Knowledge Management
• Make sure the
  account, knowledge, connections are not
  lost if the person in charge leaves
PITFALLS
Billboard 1.0 vs Media 2.0




          vs.
Spam
• Don’t send too many messages to Page
  fans / Group members / Event attendants
• Avoid writing on others’ Walls
Broadcast
• Broadcast is sending mass messages
  without caring about recipients
• Broadcast = Monologue
• Don’t boast
Stalk
• Don’t stalk people
Pro-Fun
• Fun
• And Professional
Possible consequences of Pitfalls
    Fans leave
•
    Group members leave
•
    People put you in their “Limited Profile”...
WHERE FACEBOOK CAN’T
SUBSTITUTE A FULL-PLEDGED
CRM
Deal tracking
•
    Full customer contacts
•
    Reports
•
    Integration with other systems
•
LOCAL PLAYERS
FROM VIETNAM
Some Active Vietnamese entities
    HR services                           Fashion
•                                     •
...
• …just some
• And the number is rising exponentially
But
• Most Vietnamese participants:
  – Create a Group
  – Invite people
  – Befriend whoever are in Vietnam or are
    Vi...
Vietnamese entities which go beyond
         Player   Page   Application   Advertisement      Others


VinaCyber          ...
Hop on! It’s FREE


“The train is on, with or without you”
             Marta Z. Kagan
This is not only a Guide

IT IS AN EXAMPLE OF HOW WE
CAN UTILIZE SOCIAL MEDIA
References
• Marta Z. Kagan, What the F**k is Social
  Media, http://www.slideshare.net/mzkagan/what-the-fk-social-media

...
Thank You & Good Luck
        November 2008

 More resources on my website:
        www.taitran.com

  Connect to me on Fa...
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How to use Facebook as a Social Customer Relationship Management tool for FREE

  1. 1. How to use as a Social Customer Relationship Management tool for FREE Tai Tran
  2. 2. WHY FACEBOOK?
  3. 3. because… • Facebook is a Social Network
  4. 4. What’s with Social Network? • Young people spend >= 16 hours / week online • 96% have joined a Social Network • $350 billion / year in direct spending power • 78% believe in recommendations from other consumers (their friends in a Social Network) • Consumers are less defensive
  5. 5. Facebook is world’s #1 Social Network • 132.1 million unique visitors, June 2008 • 15 million active on Mobile, November 2008 • Facebook is meant to be a platform for business
  6. 6. You can Eye consumers in details • Get feedbacks • Observe the trends • Engage in conversations with consumers • Engage in consumers’ conversations • • for FREE
  7. 7. DIFFERENT CHANNELS TO REACH CONSUMERS & POTENTIAL CONSUMERS
  8. 8. Direct Connection • 5000 friends • An account for a service is not effective – Looks weird – Looks artificial – Creates a feeling that the account is trying to sell something. In fact you are, but do so tactfully with other channels • Create an account for yourself-the-person
  9. 9. Group • Create a group • Invite people • Be interesting Write interesting introductions – Put real & serious-looking contacts – Say interesting things – Use media smartly (see Media slide) – Add values to members – • The group members will invite their friends
  10. 10. Message • Send messages to fans • Send messages to Group members • Send messages to Event attendants
  11. 11. Event (if applicable) Create Events • Let the group be the host • Invite people • Events are automatically updated to • people’s calendar
  12. 12. Media: Photos, Videos, Links • Upload Photos to Group / Page • Upload Videos to Group / Page • Post useful links to resources other than your own service
  13. 13. Page More professional than a Group • More creative than a Group • Affirm your position of a service provider • Contents • Discussion boards – Events – Information – Notes – Photos – Reviews – Video – Wall –
  14. 14. Application • Develop an application for users • ROI?
  15. 15. Advertisement • Options – Banner – Inline advertisement • Receive consumers’ feedbacks on the Ad – User can vote up or down on your ad
  16. 16. Market Place • A C2C portal
  17. 17. GENERAL STRATEGY
  18. 18. Use a variety of channels • For example – Create a Page – Be interesting – Upload media – Be interesting – Organize events – Be interesting – Update – Be interesting
  19. 19. Pull • The main idea of social media is Pull • Pull • If you Push, consumers push you back away
  20. 20. Be Social Give freebies • Talk about people’s interest • Truly care about people’s interest • Share info other than your own services • Be helpful •
  21. 21. Personalize • Mass messages are no different from ads on newspaper • Personalize the message to different groups of consumers • More potential consumers more focus
  22. 22. Engage in conversations • Not broadcast, but conversations – Make it two-way • CommunicatioN, not communicationS – CommunicationS help – But in the core it’s human communicatioN
  23. 23. Be Honest Be open • Be honest • Build trust • “Marketing is being honest about the • selected facts of the truth” – Tai Tran 2005
  24. 24. Fun Be fun • Spread the fun • Have fun • Enjoy the fun •
  25. 25. Knowledge Management • Make sure the account, knowledge, connections are not lost if the person in charge leaves
  26. 26. PITFALLS
  27. 27. Billboard 1.0 vs Media 2.0 vs.
  28. 28. Spam • Don’t send too many messages to Page fans / Group members / Event attendants • Avoid writing on others’ Walls
  29. 29. Broadcast • Broadcast is sending mass messages without caring about recipients • Broadcast = Monologue • Don’t boast
  30. 30. Stalk • Don’t stalk people
  31. 31. Pro-Fun • Fun • And Professional
  32. 32. Possible consequences of Pitfalls Fans leave • Group members leave • People put you in their “Limited Profile” • People block you • Bad Word-of-Mouth • Affect reputation •
  33. 33. WHERE FACEBOOK CAN’T SUBSTITUTE A FULL-PLEDGED CRM
  34. 34. Deal tracking • Full customer contacts • Reports • Integration with other systems •
  35. 35. LOCAL PLAYERS FROM VIETNAM
  36. 36. Some Active Vietnamese entities HR services Fashion • • – HR2B FTV Vietnam – – Vietnam Jobs Ovvio – Education Machio – • Flaunt – VietAbroader – Technology services • RMIT Vietnam Business Club – Vietnam Creative Circle Intel – – OVS Timnhanh – – Dining / Clubs yUp.vn – • Zing – Bounce – Metvuong – Cage – BarCamp Saigon – Xu – FMCG • Lush – Cantina Central – Budweiser – Barbecue Garden Other services – • K Cafe – – MegaStar cineplex – K1 fitness
  37. 37. • …just some • And the number is rising exponentially
  38. 38. But • Most Vietnamese participants: – Create a Group – Invite people – Befriend whoever are in Vietnam or are Vietnamese – Create Event • There are more than that: – Utilize the Page
  39. 39. Vietnamese entities which go beyond Player Page Application Advertisement Others VinaCyber Personalized Networking Timnhanh Personalized Networking   HR2B  VietAbroader  yUp!  Baomoi  Zing Knowledge Sharing (Bryan Pelz’s)
  40. 40. Hop on! It’s FREE “The train is on, with or without you” Marta Z. Kagan
  41. 41. This is not only a Guide IT IS AN EXAMPLE OF HOW WE CAN UTILIZE SOCIAL MEDIA
  42. 42. References • Marta Z. Kagan, What the F**k is Social Media, http://www.slideshare.net/mzkagan/what-the-fk-social-media • Peter Kim, A List of Social Media Marketing Examples, http://www.beingpeterkim.com/2008/09/ive-been- thinki.html • Dawn, Introduction to Facebook for Companies and Organizations, http://fastwonderblog.com/2008/09/25/introduction- to-facebook-for-companies-and-organizations/ • Facebook Corporate Blog, http://blog.facebook.com/blog.php?blog_id=company
  43. 43. Thank You & Good Luck November 2008 More resources on my website: www.taitran.com Connect to me on Facebook: www.taitran.com/facebook Follow me on Twitter: @taitran

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