©Fluid Studio, 2009

p 801 295 9820
f 801 951 5815
www.fluid-studio.net
1065 South 500 West
Bountiful, Utah 84010

Before we begin . . .
I am a firm believer in principles—out of the chute,
you should know there is no “silver bullet”

Social media is
just one tool in
the toolbox

We all have
a circle of
influence. Circle of Concern What you
care about.
People are
influenced
by those they
trust What you can
do something
about.
Circle of Influence

People do not
want to be
sold to—they
want to
interact and
be heard

You cannot
control the
conversation,
but you can
participate
in it

Although social
media is “one-to-
many” broadcast
marketing, at
the end of the
day real results
will occur when
“one-to-one”
relationships are
formed

The 4 P’s of
marketing
(product, price,
place, promotion)
still exist, but the 3
R’s (relevant, real,
responsive) are
rising quickly in a
web 2.0 world, and
will result in a 4th
R—relationship

Side-by-side comparison

Side-by-side comparison—
Facebook detail

Demographics of Facebook users

Demographics The number of Americans over
of Facebook ages 35, 45, and 55 on Facebook is
users growing fast.
In the last 90 days alone, the
number of people over 35 has
nearly doubled.
There are more Facebook users
ages 26-44 than 18-25 today.

Demographics
of Facebook
users

Demographics
of Facebook
users

Demographics
of Facebook
users

11 Business Benefits of Using Facebook Applications
Compliments to marketing-jive.com

11 Business 1. Branding
Benefits of
Using Facebook Facebook can be a great resource
Applications for generating brand awareness. It
can help build relationships with
your prospects and clients.

11 Business 2. Customer Engagement
Benefits of
Using Facebook Using Facebook applications can
Applications be a great way for communicating
promotions, contests, and events.

11 Business 3. Drive Web Traffic
Benefits of
Using Facebook Facebook can act as a portal point
Applications for driving traffic to your site and
other online properties.

A breakdown
of the
popularity of
Facebook
applications

11 Business 4. Reputation Management
Benefits of
Using Facebook Facebook can be a useful tool for
Applications listening and responding to what
users are saying about you and
your brand.

11 Business 5. New Customer Acquisition
Benefits of
Using Facebook Facebook provides an opportunity
Applications to find consumers you may have
not otherwise discovered (based
solely on their interests and affinity
alignments).

11 Business 6. Advertising
Benefits of
Using Facebook You can drill down and advertise
Applications just to the target audience that
has the demographic footprint you
desire.

11 Business 7. Client Retention
Benefits of
Using Facebook Facebook provides another
Applications communication point to build
a strong relationship with your
consumer.

11 Business 8. Access to the social world and
Benefits of its inherent value (the "in" factor)
Using Facebook
Consider the following scenario: a potential
Applications
prospect could be doing research on your
brand or organization and may use Facebook
to see if you have a presence there. Then
they see that you have a Facebook profile
and see a number of positive posts about
your brand. This in turn can shape their
opinion and could end up being one of many
deciding factors as to why the prospect
selects you over a competitor. The perception
that Facebook is "in" and the fact that you
are using Facebook could help influence the
perception of your brand.

11 Business 9. The Viral Effect
Benefits of
Using Facebook Nothing attracts a crowd like a crowd.
Applications
And Facebook is attracting quite the
crowd . . .

11 Business 10. Feedback Mechanism
Benefits of
Using Facebook Using Facebook and the various
Applications applications available can help you
understand consumer behavior based on
the sharing of content and commentary
on the social networking site.

11 Business 11. Build Business Use Cases
Benefits of
Using Facebook Facebook can provide you with
Applications an opportunity to build successful
business cases as you target specific
vertical markets with specific
business objectives.

According to a “Social media sites continue to be
study released an important source of community
in January 2009 connection, and savvy retailers
by Rosetta, an are reaping the benefits of
interactive Facebook’s rapid extension into new
marketing agency, demographics, such as Gen X and
59 of the 100 seniors,” said Adam Cohen, partner
top retailers with Rosetta’s consumer goods and
have a Facebook retail practice.
presence.

General Tips The most effective Facebook fan
pages are updated on a regular basis
with new content.

General Tips If there's actually evidence that
the page administrator is visiting
regularly and interacting with the
community, the more engaged fans
will be (check out the wall on Dell's
page).

General Tips Facebook pages work best when their
less about "me, me, me" and more about
"you, you, you" (customer-centric).

General Tips Be a good member of the community:
promote others even more than
you promote yourself. Linking and
promoting others is a nice way to show
you care about others and can set you
apart as an “expert” in the field.

General Tips The creative material of your message
should be something that people want
to share virally with others. Make
it newsworthy, controversial, timely,
immediately useful, or even humorous.

General Tips Don't spam—wrap your self-promotion
in something of value to others.

Tostitos on 0 to 17,000+ fans in one month
Facebook:
Case Study

Tostitos on The concept was simple. Get the
Facebook: most rabid, dyed-in-the-wool fans to
Case Study compete against each other for the
chance to win a $100,000 scholarship
for their school.

Tostitos on Tactic:
Facebook: Create a Facebook application that
Case Study collected fans’ info., a short paragraph
about why they should be selected, and
a photo showing their school spirit.

Tostitos on Two teams were selected a few weeks
Facebook: later, and they began a cross-country
Case Study challenge that started in NYC and
ended at the Tostito’s Fiesta Bowl on
game day. Throughout the challenge,
they were filmed and wrote updates
about their experience on the Facebook
fan page.

Tostitos on Results:
Facebook:
Case Study 17,779 people became fans of the
Facebook page
56,531 page views
39,477 unique visitors
597 wall posts
1098 entries with photos for the contest
1925 entries to the contest were shared
with a friends

Tostitos on Success Tip #1
Facebook:
Case Study Give users value
Aside from the $100k scholarship (which
is admittedly a clear value), Tostitos had
high entertainment value. People flocked
to the site.

Tostitos on Success Tip #2
Facebook:
Case Study Invite (and unite) a community
Facebook was a natural fit for this
promotion. The first big spike on the fans
chart above happened after the schools
were announced. When the page first
launched, Tostitos had to cast a somewhat
wide net with their ad placement. After it
was announced on December 7 that Ohio
State and University of Texas were the
two competing schools, Tostitos refined
their ad target down to just current and
alums of those schools.

Tostitos on Success Tip #3
Facebook:
Case Study (New) content is king!
The next big spike in traffic can be
brought attributed to status updates. Once
the race began, the page lit up with new
content on a very frequent basis. This
created news feed items and gave fans a
reason to come back to the page. Graphics
and content were updated often.
Engagement. Engagement. Engagement.
There is no substitute.

30+ apps for doing business on Facebook

Top 10 business applications for Facebook

Using a "widget" to promote your business

Widgets Widgets are like portable websites
that operate with the same
functionality as the host site but can
be embedded into a blog, webpage,
or other internet property.
This is an optimal tool for lead
generation that can attract clients
from diverse demographics.

What does a Big Brothers Big Sisters of Utah
widget look like
and how does it
function?

What does a United Way
widget look like
and how does it
function?

What does a National Multiple Sclerosis Society
widget look like
and how does it
function?

What does a Rhodes Rolls
widget look like
and how does it
function?

What does a Widgets are viral!
widget look like
and how does it
function?

p 801 295 9820
f 801 951 5815
www.fluid-studio.net
1065 South 500 West
Bountiful, Utah 84010