Comcast Social Media Conference - Facebook for Business breakout
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SEATTLE, WASHINGTON, USA - August 20, 2009 - Breakout session notes on Facebook for Business for non-profits looking to explore FB as an engagement venue.
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Comcast Social Media Conference - Facebook for Business breakout
- 1. Facebook for Business: a primer. ERIC WEAVER | MIKE BUCHMAN COMCAST SOCIAL MEDIA CONFERENCE FACEBOOK BREAKOUT SESSIONS AUGUST 20, 2009
- 3. SHOULD MY BUSINESS USE SOCIAL MARKETING? Social marketing is here to stay CONSUMERS ARE DROWNING IN NOISE Time and aOenIon starvaIon are rampant Your markeIng efforts are fighIng consumer desires to get their Ime back SEARCH ALLOWS CONSUMERS FIND ANYTHING THEY DESIRE For many, markeIng and adverIsing are no longer needed So be found, where your consumers are and where relevant. TRADITIONAL ADVERTISING AND MARKETING EFFORTS ARE NOT TRUSTED Trust is shaOered, more than ever before Peers are the most trusted source for company/product info And adverIsers are the least trusted. OUCH.
- 4. SHOULD MY BUSINESS USE SOCIAL MARKETING? Customer engagement beats “communications” Economist 2008 survey: 75% of business execuIves think higher levels of customer engagement will translate into increased profits. 49% think inadequate engagement pracIces are to blame for up to 25% of lost sales.
- 5. Your prospects are increasingly social Adults having a profile on a social network: 75% of online adults 18‐24 57% of online adults 25‐34 30% of online adults 35‐44 19% of online adults 45‐54 10% of online adults 55‐64 7% of online adults 65+ More than 1/3 of all online adults say they visit a social site “daily” Sources: Pew Internet and American Life Project, 12/08
- 7. SHOULD I BE MARKETING ON FACEBOOK? YES! Facebook is the #1 social destination >250MM acIve users 100MM+ log in every day 66%+ are out of college Fastest‐growing demographic: Women 55+ Younger folks WILL check out a brand presence 62% of millenials visited a brand or fan page 48% of millenials “fanned” or joined More than 4MM people “fan” a page each day SOURCES: Facebook 8/09 stats, Pace University 12/08 study
- 8. Why are they frequenting business pages? Gekng news or product updates (67%) Having access to promoIons (64%) Viewing or downloading videos/music (41%) Submikng opinions (36%) ConnecIng with other consumers (33%) If your business has prospects on Facebook and they would find any of the above interes@ng, you should build a business fan page. SOURCE: Pace University study, 12/08
- 9. But do my older customers use Facebook? 276% GROWTH INCREASE IN CONSUMERS AGED 35‐54 This demographic is doubling roughly every two months SOURCE: iStrategy Labs Study, 1/09
- 11. Free vs. “partner” brand fan pages Free brand pages can only add a limited number of applicaIons Basic photos, videos, events, RSS feed Not all applicaIons that work on your personal profile page will work on your business fan page Businesses can “partner” with Facebook to create highly‐impacoul brand pages Typically around $25k‐35k to do a paid partnership Buys you heavy specialized branding/skinning, a custom URL Also includes ability to do sponsored stories
- 13. What’s a custom module? Custom modules will allow you do preOy much anything you would do on a desInaIon website on your brand page They use FBML (a Facebook‐specific variant of tradiIonal HTML) and require specialized developers Typical cost: $35k‐$60k
- 14. Tips for setting up your page Do it right the first Kme. The URL, page name and other data will be set ONCE. Add (valuable) content oXen. Switch around the modules to keep things interesIng. Many apps “say” they can be used on a fan page, but in reality, can’t. Test applicaIons. Play around. Have fun. Set aside some $$$ for traffic building if possible FB Social Ads are targeted and cheap. Use your own network to drive traffic to your fan page Ask friends and family to fan you Give it Kme to work. Keep at it. Post the URL elsewhere.
- 15. Should I advertise on Facebook? Carefully. Consumers smell self‐interest a mile away. If you adverIse, Ie in a truly valuable consumer benefit: coupons, exclusive offers, freebies. Social Ads Ads appear in the right sidebar Approximately 1.2 cents per impression. $50,000 ~ 4.2MM impressions. In reality, the most trusted adverIsing comes from friends interacIng with your fan page, and their friends seeing noIficaIons of this acIvity
- 16. Some great fan page examples INEXPENSIVE PRESENCE PCC hOp://www.facebook.com/pages/PCC‐Natural‐ Markets/21378269505 MORE EXPENSIVE The Economist hOp://www.facebook.com/TheEconomist Virgin America hOp://www.facebook.com/VirginAmerica BRITA hOp://www.facebook.com/BritaFilterForGood PRICEY Dove hOp://www.facebook.com/dove
- 17. More examples
- 18. FINAL THOUGHT: “Who’s got time to tend to all these social media efforts?” Simply, this is the New MarkeIng! Think of social markeIng not as an “add‐on” requiring “extra effort” but as a paradigm change in the way we do markeIng…a replacement for less effecIve markeIng channels Dedicate some of your spend from tradiIonal channels to the new ones Example: kill one tradeshow presence and dedicate that spend to an Online Community Manager headcount
- 19. Where can I Jind out more? Facebook Pages Insiders’ Guide hOp://www.scribd.com/doc/8718197/Facebook‐Pages‐Insiders‐ Guide AOend local social media events Social Media Club SeaOle SeaOle Net Tuesday Local impromptu “tweetups” University of Washington digital media events