Facebook for Business: a primer.

Facebook   for Business: a primer.  ERIC WEAVER  SOCIAL NETWORKING CONFERENCE  FOR BUSINESS  MAY 15, 2009 

You may ask yourself…   Should my business use social markeJng?   Should I be markeJng on Facebook?   Why?   What kind of page should I create?   What content should be included?   Who else is using Facebook for markeJng? 

SHOULD MY BUSINESS USE SOCIAL MARKETING?  Social marketing is here to stay   CONSUMERS ARE DROWNING IN NOISE   Time and aPenJon starvaJon are rampant   Your markeJng eﬀorts are ﬁghJng consumer desires to get their  Jme back   SEARCH ALLOWS CONSUMERS FIND ANYTHING THEY  DESIRE   For many, markeJng and adverJsing are no longer needed   So be found, where your consumers are and where relevant.   TRADITIONAL ADVERTISING AND MARKETING EFFORTS  ARE NOT TRUSTED   Trust is shaPered, more than ever before   Peers are the most trusted source for company/product info   And adverJsers are the least trusted. OUCH. 

  SHOULD MY BUSINESS USE SOCIAL MARKETING? Customer engagement beats “communications”   Economist 2008 survey:   75% of business execuJves think higher levels of customer  engagement will translate into increased proﬁts.    49% think inadequate engagement pracJces 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, oeen from brand zealots, drives  quality products that addiJonal consumers want   Social media can be a great customer service channel   Consumers control the relaJonship, building trust   Consumers drive the content and conversaJon (even  more trust) 

  SHOULD I BE MARKETING ON FACEBOOK? YES! Facebook is the #1 social destination   200MM acJve users   100MM+ log in every day   66%+ are out of college   Fastest‐growing demographic: 35+   People 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 4/09 stats, Pace University 12/08 study 

Why are they frequenting business pages?   Geing news or product updates (67%)   Having access to promoJons (64%)   Viewing or downloading videos/music (41%)   Submiing opinions (36%)   ConnecJng 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?  FAN PAGE  GROUP PAGE  PROFILE  MulCple proﬁles per  YES, can create up to 200  YES  NO  user allowed?  groups  YES – visible to search,  YES – visible to search,  Search engine visibility  NO  and non‐FB members  and non‐FB members  Membership size  Unlimited fans  Unlimited members  Capped at 5,000 friends  Can message no more  Can’t message all your  Messaging  Can message all fans  than 5,000 members  friends at once  Updates List (must  Announcements go to:  To your inbox  N/A  access from proﬁle)  Can add limited apps to  Very limited preset  ApplicaCons  Free Page, more to Paid  Can add nearly all apps  applicaJons available  Page  Can measure page  Metrics  N/A  N/A  acJvity through Insights  SOURCE: hPp://slideshare.net/jdstar 

Free vs. “partner” brand fan pages   Free brand pages can only add a limited number of  applicaJons   Basic photos, videos, events, RSS feed   Not all applicaJons that work on your personal proﬁle  page will work on your business fan page   Businesses can “partner” with Facebook to create  highly‐impacpul 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 noJces (tradeshows, conferences, specials)   Custom modules/applicaJons   RSS feed from your blog (try “Simply RSS” app)   Videos (product demos, product manager thoughts)   Photos (from events, company meeJngs, new  product shots)   Links (to category‐aﬀecJng legislaJon, 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 prePy much  anything you would do on a desJnaJon website on  your brand page   They use FBML (a Facebook‐speciﬁc variant of  tradiJonal HTML) and require specialized developers   Typical cost: $35k‐$60k 

Tips for setting up your page   Do it right the first Cme. The URL, page name and other  data will be set ONCE.   Add (valuable) content o]en.    Switch around the modules to keep things interesJng.   Many apps “say” they can be used on a fan page, but in  reality, can’t. Test applicaJons. 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 Cme to work. Keep at it. Post the URL elsewhere. 

Should I advertise on Facebook?   Carefully.   Consumers smell self‐interest a mile away. If you adverJse,  Je 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 adverJsing comes from  friends interacJng with your fan page, and their  friends seeing noJficaJons of this acJvity 

Some great fan page examples   INEXPENSIVE PRESENCE   PCC  hPp://www.facebook.com/pages/PCC‐Natural‐Markets/ 21378269505   MORE EXPENSIVE   The Economist hPp://www.facebook.com/TheEconomist   Virgin America hPp://www.facebook.com/VirginAmerica   BRITA hPp://www.facebook.com/BritaFilterForGood   PRICEY   Dove hPp://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 MarkeJng!   Think of social markeJng not as an “add‐on”  requiring “extra eﬀort” but as a paradigm change in  the way we do markeJng…a replacement for less  eﬀecJve markeJng channels   Dedicate some of your spend from tradiJonal  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?   APend local Facebook “Developer Garages”   hPp://wiki.developers.facebook.com/index.php/Current_events   Facebook Pages Insiders’ Guide   hPp://www.scribd.com/doc/8718197/Facebook‐Pages‐Insiders‐ Guide    APend local social media events   Social Media Club SeaPle   SeaPle Net Tuesday   Local impromptu “tweetups”   University of Washington digital media events 

Thank you.  ERIC WEAVER, President  BRAND DIALOGUE  +1 206 905 9328  hPp://twiPer.com/weave  hPp://branddialogue.com  

Facebook for Business: a primer.

by Eric Weaver on May 16, 2009

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Facebook for Business: a primer. — Presentation Transcript

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