Facebook_Real Time Customer Service Interactive Minds_29.04.09

Agenda

Agenda Facebook in 2009 Why use Facebook to engage customers Facebook tools to engage Developing strategy and engaging customers What not to do Further reading

Facebook in 2009

Why use Facebook to engage customers

Facebook tools to engage

Developing strategy and engaging customers

What not to do

Further reading

Facebook in 2009 1.

Facebook More than 200 million active users 5.4 million Australian users The fastest growing demographic is those 35 years old and older More than 4 million users become fans of Pages each day Every month, more than 70% of Facebook users engage with Platform applications Source: Facebook & Comscore

More than 200 million active users

5.4 million Australian users

The fastest growing demographic is those 35 years old and older

More than 4 million users become fans of Pages each day

Every month, more than 70% of Facebook users engage with Platform applications

Twitter 679,000 Australian users Over 1000% growth in visits in the last 12 months Is being used to establish high number of loose connections between new and existing friends Source: Hitwise

679,000 Australian users

Over 1000% growth in visits in the last 12 months

Is being used to establish high number of loose connections between new and existing friends

Twitter vs Facebook

Why use Facebook to engage customers 2.

Why brands should engage via Facebook Provide customers with ways to engage with your brand in their own environment Seek feedback and observe trends Build brand loyalty and trust through conversations Develop a community of customer advocates Extend the reach of communications Make content easy to share

Provide customers with ways to engage with your brand in their own environment

Seek feedback and observe trends

Build brand loyalty and trust through conversations

Develop a community of customer advocates

Extend the reach of communications

Make content easy to share

How consumers feel towards brands in social media 23 percent of online Australians interacted with a company via a social networking site during 2008 52 percent of Australians who use social networking state companies need to find new ways for consumers to interact with their brands Source: Nielsen Online

23 percent of online Australians interacted with a company via a social networking site during 2008

52 percent of Australians who use social networking state companies need to find new ways for consumers to interact with their brands

Some brands are leveraging the presence…

…while others have yet to take real action

Facebook tools to engage 3.

Tools Public Profiles (recently replaced Fan Pages) User Initiated Groups Branded Applications Social Advertisements Facebook Connect and Facebook Lexicon

Public Profiles (recently replaced Fan Pages)

User Initiated Groups

Branded Applications

Social Advertisements

Facebook Connect and Facebook Lexicon

Public Profiles Should be the social media hub for your brand acting as a dynamic resource that provides users with something useful to come back to which naturally ties into how they use Facebook Can communicate information, news, events, photos, videos and answer questions openly in an environment seen by other internet users Australian examples: LOVER Samboy iiNet

Should be the social media hub for your brand acting as a dynamic resource that provides users with something useful to come back to which naturally ties into how they use Facebook

Can communicate information, news, events, photos, videos and answer questions openly in an environment seen by other internet users

Australian examples:

LOVER

Samboy

iiNet

LOVER

Samboy

iiNet

User Initiated Groups - Share My Story

Branded applications Need to be dynamic and personal that provides a valuable experience, build social capital or provides entertainment for the user Australian example:

Need to be dynamic and personal that provides a valuable experience, build social capital or provides entertainment for the user

Australian example:

Social ads BCM used Facebook Advertising successfully for a recent Queensland Transport campaign Targeted placement using original and compelling creative ensured click-throughs comparable to search engine marketing

BCM used Facebook Advertising successfully for a recent Queensland Transport campaign

Targeted placement using original and compelling creative ensured click-throughs comparable to search engine marketing

Facebook Connect and Facebook Lexicon Facebook Connect allows users to share their Facebook account and information with other web sites and services (e.g. iPhone Apps) site (increase users/signup on your website) allowing them to connect and find their friends who also use your site Facebook Lexicon is a trend mapping tool which shows how frequently your search terms appear in Facebook Wall conversations over time

Facebook Connect allows users to share their Facebook account and information with other web sites and services (e.g. iPhone Apps) site (increase users/signup on your website) allowing them to connect and find their friends who also use your site

Facebook Lexicon is a trend mapping tool which shows how frequently your search terms appear in Facebook Wall conversations over time

Developing your strategy and engaging customers 4.

Strategy and engagement Identify what you can bring to Facebook and the types of conversations you want to have and how you would like to see those develop Implement a content plan that is: Appealing Simple Conversational Social Targeted Continuous

Identify what you can bring to Facebook and the types of conversations you want to have and how you would like to see those develop

Implement a content plan that is:

Appealing

Simple

Conversational

Social

Targeted

Continuous

Strategy and engagement Ongoing conversations Deal with complaints Ensure employees get involved Regular messaging to current brand fans Identify existing communities to interact with Host discussions Invite fans to upload content Put in place metrics to measure your success and …

Ongoing conversations

Deal with complaints

Ensure employees get involved

Regular messaging to current brand fans

Identify existing communities to interact with

Host discussions

Invite fans to upload content

Put in place metrics to measure your success and …

What not to do 5.

What not to do Don’t be fake Don’t spam users with messages Don’t have an inactive presence Don’t edit or remove negative comments Don’t respond only to compliments Don’t alienate unofficial user initiated fan pages

Don’t be fake

Don’t spam users with messages

Don’t have an inactive presence

Don’t edit or remove negative comments

Don’t respond only to compliments

Don’t alienate unofficial user initiated fan pages

Further reading 6.

Slides, notes & links will be available online at: blogs.bcm.com.au Anthony Dever BCM Phone: 07 3308 2000 bcm.com.au blogs.bcm.com.au twitter.com/bcmpartnership