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.

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 Comcast Social Media Conference - Facebook for Business breakout Presentation Transcript

  • Facebook
for
Business: a
primer. ERIC
WEAVER
|
MIKE
BUCHMAN COMCAST
SOCIAL
MEDIA
CONFERENCE FACEBOOK
BREAKOUT
SESSIONS AUGUST
20,
2009
  • You
may
ask
yourself… Self:
should
my
business
use
social
markeIng? Should
I
be
markeIng
on
Facebook? Why? What
kind
of
page
should
I
create? What
content
should
be
included? Who
else
is
using
Facebook
for
markeIng?
  • 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.
  • 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.
  • 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
  • Social
marketing
is
a
good
thing. Consumers
push
for
complete
transparency Pure
feedback,
ofen
from
brand
zealots,
drives quality
products
that
addiIonal
consumers
want Social
media
can
be
a
great
customer
service channel Consumers
control
the
relaIonship,
building
trust Consumers
drive
the
content
and
conversaIon
(even more
trust)
  • 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
  • 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
  • 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
  • What’s
the
difference
between
a
fan
page,
a group
and
a
user
proJile? SOURCE:
hOp://slideshare.net/jdstar
  • 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
  • Pricey.
So
what
can
I
put
on
my
free
Fan
Page? Event
noIces
(tradeshows,
conferences,
specials) Custom
modules/applicaIons RSS
feed
from
your
blog
(try
“Simply
RSS”
app) Videos
(product
demos,
product
manager
thoughts) Photos
(from
events,
company
meeIngs,
new product
shots) Links
(to
category‐affecIng
legislaIon,
helpful
info) Notes
(equivalent
of
mini
blog
posts) Music/audio
(if
it
makes
sense)
  • 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
  • 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.
  • 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
  • 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
  • More
examples
  • 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
  • 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
  • Thank
you! ERIC
WEAVER TRIBAL
DDB +1
604
640
4350 hOp://tribalddb.ca hOp://twiOer.com/weave