Comcast Social Media Conference - Facebook for Business breakout

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

Comcast Social Media Conference - Facebook for Business breakout

by Eric Weaver on Aug 21, 2009

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