Facebook for Business: a primer.
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EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009. ...

EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009.

CONTENT: I am often asked about how businesses should approach Facebook as an engagement channel. This presentation will provide some basics to marketers new to Facebook.

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Facebook for Business: a primer. Facebook for Business: a primer. Presentation Transcript

  • 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