Facebook for Business Master class

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The new slides from this term Facebook for Business Master class at SHMS Leysin

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Facebook for Business Master class

  1. 1. SESSION 01: Getting Started
  2. 2. Whatdoyouexpect fromthisclass?
  3. 3. Learning Outcomes To understand why Facebook could be valuable for business and organisations. To illustrate some case studies of organisations having used Facebook successfully. To clarify the important steps for creating a Facebook Fan Page, and to understand how this Fan Page should be managed successfully.
  4. 4. WhyFacebook?
  5. 5. ActiveWorldwideUsers 1’000’000’000+ ofuserslogontoFB inanygivenday 50% facebook.com/press, 2012
  6. 6. Averageuserspends 45minutes+ perdayonFacebook facebook.com/press, 2012
  7. 7. Peopleages 25-34 useFacebookthemost Emarketer, 2012 0 6 12 18 24 30 0-17 18-24 25-34 35-44 45-54 55-64 65+ 6.5 14.1 21.3 23.7 29.7 24.5 21.4 Users(millions)
  8. 8. Piecesofcontent sharedperweek 4’000’000’000+ news.cnet.com, 2012
  9. 9. Localbusinesseswith activeFacebookpages 11’000’000 Sandberg (Facebook COO), 2012 Morethan
  10. 10. Creatingmorethan 15’000’000’000 fans techcrunch.com, 2012
  11. 11. StarbucksFanPage-35’316’064fans
  12. 12. Top 10 brands with high n° of fans Brands March 2012 March 2013 Oct. 2013 Increase % Coca-Cola 40,265,615 60,437,105 73,413,551 21% Disney 34,026,928 42,665,581 45,113,919 6% Red Bull 27,233,442 36,573,709 40,299,778 10% Converse All Star 23,023,402 35,488,553 37,107,427 5% Starbucks 28,935,080 33,897,739 35,316,064 4% Playstation 21,439,144 30,719,384 35,084,477 14% Oreo 25,249,909 32,218,245 34,410,969 7% iTunes 20,607,338 25,419,835 30,632,551 21% On 06.03.2013Source: www.socialbakers.com/facebook-pages/brands
  13. 13. Top 10 brands with high n° of fans Brands March 2012 March 2013 Oct. 2013 Increase % Coca-Cola 40,265,615 60,437,105 73,413,551 21% Disney 34,026,928 42,665,581 45,113,919 6% Red Bull 27,233,442 36,573,709 40,299,778 10% Converse All Star 23,023,402 35,488,553 37,107,427 5% Starbucks 28,935,080 33,897,739 35,316,064 4% Playstation 21,439,144 30,719,384 35,084,477 14% Oreo 25,249,909 32,218,245 34,410,969 7% iTunes 20,607,338 25,419,835 30,632,551 21% On 06.03.2013Source: www.socialbakers.com/facebook-pages/brands Anditkeepson increasingeveryday!
  14. 14. HubSpot, 2012 62% of marketers said social media became more important to their marketing campaign in the last 6 months
  15. 15. HubSpot, 2012 51% of fans are more likely to purchase from brands they ‘Like’ on Facebook
  16. 16. PewResearch, 2012 of Facebook consumers follow links posted by family and friends. 70%
  17. 17. HubSpot, 2012 of online consumers have made a purchase based on recommendations from friends on Facebook 33%
  18. 18. Why do consumers connect? ExactTarget, 2010 To receive discounts and promotions To show my support for the company to others To get a “freebie” (e.g. free samples, coupon) To stay informed about the activities of the company To get updates on future products To get updates on upcoming sales For fun or entertainment To get access to exclusive content Someone recommended it to me To learn more about the company For education about company topics To interact (share ideas, provide feedback) 0% 10% 20% 30% 40% 13% 13% 21% 22% 25% 29% 30% 33% 34% 36% 39% 40%
  19. 19. Butwhatisthevalue ofafanforan organisation?
  20. 20. 1. For what purpose did Bud Light create a hotel for that event? 2. Can you explain the advantages for the brand to implement those Facebook photo kiosk at the event? 3. What are the advantages for a brand to have fans to ‘Like’ their Page? 4. What do you understand by the ‘multiplying factor’?
  21. 21. Facebook’s Complexity Personal Profiles, Timeline Fan Pages, Community Pages, Places Pages, Group Pages, Groups, Events, News Feed, Wall, Stream, Tags, Comment, Like, Friends, Members, Fans/”Likers”, Apps, Social Plugins, API, Analytics/Insights, Facebook Questions, Facebook Places, Facebook Advertising. (Smith, 2010)
  22. 22. Howtobegoodat
  23. 23. TheGoalIsn’ttobe GoodatFacebook, TheGoalistobeGood atBusinessbecauseof Facebook! (Baer, 2010)
  24. 24. Key Questions b4 creating a Page 1. Who will take care of this, current or new staff? 2. Why are we doing this? 3. Who is our audience? 4. What do we want to tell them? 5. What do we want them to do? 6. How will we measure success?
  25. 25. What is your Objective? Create Awareness, Bring them to your website, Increase Sales, Market Research, Customer Service, Drive traffic to your blog, Get media attention, ...
  26. 26. A Customer-Centric Fan Page Timeline shows posts by page and fans, Timeline post turned on to allow fans and visitors to posts what they like (posts, photos, videos, links), Prompt commenting, Personalised, Relevant and varied content.
  27. 27. Encourage Sharing Aim first for social success and not marketing success! Aim to build a vibrant community. Cultivate sharing, feedback and interaction. Create ways to interact with fans.
  28. 28. Step 1 - Design with Timeline
  29. 29. Cover Photo Visual space to communicate the values of your brand Profile Image The perfect place for your logo Brief stats N° of fans and n° of ‘people talking about this’ About Presentation of your Page Direct Messages Customers and fans can now directly communicate with the Page admins Facepile List of all your fans with their picture. Your personal friends will show first Timeline of posts Able to navigate through the history of the brand Custom Apps List of all the Apps used by the Page
  30. 30. Larger, Highlighted Posts
  31. 31. Setting Company Milestones
  32. 32. Setting Company Milestones
  33. 33. Setting Company Milestones
  34. 34. Step 1 - Get Started Create your page -Choose Category, -And Page name. Choose very carefully!
  35. 35. Step 1 - Company Details Company details, About us, Page mission, What’s in it for the fans, How will it be moderated, Not too many links to external sites.
  36. 36. It’svitaltobeLiked!
  37. 37. Conclusion Understand why you need to be present on Facebook. Know your audience and what you want tell them. Your FB Fan Page should enhance user experience, Facebook is all about FUN! Organisations should keep that in mind when building their Page.
  38. 38. List of References Bratton, S., Evans, D. (2008) Social Media Marketing: An Hour a Day. USA, Wiley & Sons. Dunay, P., Krueger, R. (2009) Facebook Marketing for Dummies. USA, Wiley & Sons. Traedaway, C., Smith, M. (2010) Facebook Marketing: An Hour a Day. USA, Wiley & Sons. Smith, M. (n.d.) Facebook Marketing Expert. Blog [Online]. Available at: <http://www.marismith.com/>. Social Media Examiner (n.d.) The Social Media Examiner, your guide to the Social Media Jungle. Blog [Online]. Available at: <http://www.socialmediaexaminer.com/> Zarrella, D. (2009) The Social Media Marketing Book. USA, Riley.
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