Facebook_Real Time Customer Service
Interactive Minds_29.04.09
Agenda
Agenda
1. Facebook in 2009
2. Why use Facebook to engage customers
3. Facebook tools to engage
4. Developing strategy and ...
Facebook in 2009
1.
Facebook
More than 200 million active users
5.4 million Australian users
The fastest growing demographic is those 35 years...
Twitter
679,000 Australian users
Over 1000% growth in visits in the last 12 months
Is being used to establish high number ...
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 ...
How consumers feel towards brands in social media
23 percent of online Australians interacted with a
company via a social ...
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
Faceb...
Public Profiles
Should be the social media hub for your brand
acting as a dynamic resource that provides users
with someth...
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...
Social ads
BCM used Facebook Advertising successfully for a
recent Queensland Transport campaign
Targeted placement using ...
Facebook Connect and Facebook Lexicon
Facebook Connect allows users to share their
Facebook account and information with o...
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
yo...
Strategy and engagement
Ongoing conversations
Deal with complaints
Ensure employees get involved
Regular messaging to curr...
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 ...
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...
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Facebook - Real Time Customer Service

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How companies are using social media tool Facebook to communicate with customers and engage them online. He will discuss the importance and relevance of this tool as well as provide some tips on what not to do in this space.

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Facebook - Real Time Customer Service

  1. 1. Facebook_Real Time Customer Service Interactive Minds_29.04.09
  2. 2. Agenda
  3. 3. Agenda 1. Facebook in 2009 2. Why use Facebook to engage customers 3. Facebook tools to engage 4. Developing strategy and engaging customers 5. What not to do 6. Further reading
  4. 4. Facebook in 2009 1.
  5. 5. 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
  6. 6. 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
  7. 7. Twitter vs Facebook
  8. 8. Why use Facebook to engage customers 2.
  9. 9. 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
  10. 10. 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
  11. 11. Some brands are leveraging the presence…
  12. 12. …while others have yet to take real action
  13. 13. Facebook tools to engage 3.
  14. 14. Tools Public Profiles (recently replaced Fan Pages) User Initiated Groups Branded Applications Social Advertisements Facebook Connect and Facebook Lexicon
  15. 15. 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
  16. 16. LOVER
  17. 17. Samboy
  18. 18. iiNet
  19. 19. User Initiated Groups - Share My Story
  20. 20. Branded applications Need to be dynamic and personal that provides a valuable experience, build social capital or provides entertainment for the user Australian example:
  21. 21. 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
  22. 22. 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
  23. 23. Developing your strategy and engaging customers 4.
  24. 24. 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
  25. 25. 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 …
  26. 26. What not to do 5.
  27. 27. 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
  28. 28. Further reading 6.
  29. 29. 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

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