How to make use of Facebook to create WOM

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How to make use of Facebook to create WOM

  1. HOW TO MAKE USE OF FACEBOOK TO CREATE WORD OF MOUTH ? July 2010
  2. GLOBAL STATISTICS <ul><li>People on Facebook </li></ul><ul><ul><li>More than 400 million active users </li></ul></ul><ul><ul><li>50% of active users log on to Facebook in any given day </li></ul></ul><ul><ul><li>Average user has 130 friends </li></ul></ul><ul><ul><li>People spend over 500 billion minutes per month on Facebook </li></ul></ul>
  3. GLOBAL STATISTICS <ul><li>Activity on Facebook </li></ul><ul><ul><li>There are over 160 million objects that people interact with (pages, groups and events) </li></ul></ul><ul><ul><li>Average user is connected to 60 pages, groups and events </li></ul></ul><ul><ul><li>Average user creates 70 pieces of content each month </li></ul></ul><ul><ul><li>More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. </li></ul></ul>
  4. GLOBAL STATISTICS <ul><li>More than one million developers and entrepreneurs from more than 180 countries </li></ul><ul><li>Every month, more than 70% of Facebook users engage with Platform applications </li></ul><ul><li>More than 550,000 active applications currently on Facebook Platform </li></ul><ul><li>More than one million websites have integrated with Facebook Platform </li></ul><ul><li>More than 150 million people engage with Facebook on external websites every month </li></ul><ul><li>Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook </li></ul>
  5. GLOBAL STATISTICS <ul><li>Going Mobile </li></ul><ul><li>There are more than 100 million active users currently accessing Facebook through their mobile devices . </li></ul><ul><li>People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users. </li></ul><ul><li>There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products </li></ul>
  6. HOW HOT IS FACEBOOK IN HONG KONG?
  7. Facebook population keeps growing
  8. Hong Kong Statistics <ul><li>Number of users on Facebook in Hong Kong:  3,445,040 </li></ul><ul><ul><li>Number of male users on Facebook in Hong Kong:  1,559,440 </li></ul></ul><ul><ul><li>Number of female users on Facebook in Hong Kong:   1,710,820 </li></ul></ul><ul><li>Penetration in Hong Kong:  49.38 % </li></ul><ul><li>Online penetration in Hong Kong:  70.61 % </li></ul><ul><li>Average cost per click (CPC) in Hong Kong:  $ 0.43 </li></ul><ul><li>Average cost per thousands impressions (CPM) in Hong Kong:  $ 0.19 </li></ul>
  9. Growth Rate
  10. User Age Distribution - Facebook Hong Kong
  11. Male/Female User Ratio - Facebook Hong Kong
  12. Male/Female User Growth - Facebook Hong Kong
  13. Age Growth - Facebook Hong Kong
  14. EXAMPLE OF HOW BRANDS MAKE USE OF FACEBOOK ?
  15. Promote Interactivity - Gap <ul><li>A custom landing page, with special sharing activity for their fans to do </li></ul><ul><ul><li>Promotion on Baby Gap with a link to one of their photo albums where fans can upload pictures of their babies wearing their favourite Gap denim gear. </li></ul></ul><ul><li>What is good about this idea: </li></ul><ul><ul><li>Encourage free, user-generated content that displays Gap products </li></ul></ul><ul><ul><li>Functionality of photo uploading is already built into Facebook — no development necessary </li></ul></ul>
  16. A Full Website Experience Within Facebook <ul><li>A full fledged mini-websites with multimedia content that offers photos, videos, and events based on the consumer’s region. </li></ul><ul><li>Flash content, not all interactive but offers a rich media experience without leaving Facebook, capable to attract consumers to stay longer on the page </li></ul>
  17. Special Facebook Offers <ul><li>Fast-food chain Burger King has created &quot; Whopper Sacrifice ,&quot; a Facebook app that will give you a coupon for a free hamburger if you delete 10 people from your friends list. </li></ul><ul><li>&quot;Now is the time to put your fair-weather Web friendships to the test,&quot; the Whopper Sacrifice site explains. &quot;Install Whopper Sacrifice on your Facebook profile, and we'll reward you with a free flame-broiled Whopper when you sacrifice ten of your friends. </li></ul><ul><li>The funniest part: The &quot;sacrifices&quot; show up in your activity feed. So it'll say, for example, “Cynthia sacrificed Simeon Mellalieu for a free Whopper.” The promotion is limited to one coupon per Facebook account, so you can’t delete your whole friend list for unlimited supply of Whopper. </li></ul>
  18. Facebook Game
  19. Managing a Facebook Page
  20. Facebook Fans Page Activation and Maintenance <ul><li>Objective: </li></ul><ul><ul><li>To further engage with its target customer groups and to cultivate an engaging relationship with its customers </li></ul></ul><ul><li>Tactics: </li></ul><ul><ul><li>Facebook Page for Bossini to announce new product and promotions </li></ul></ul><ul><li>Result: </li></ul><ul><ul><li>Within three months of activation, the Bossini Fans Page has attracted over 12,000 users to sign up thanks to: </li></ul></ul><ul><ul><ul><li>Launch recruitment campaign to attract people to sign-up </li></ul></ul></ul><ul><ul><ul><li>Regular update of product information, upcoming store promotions, share fun facts and promotion video </li></ul></ul></ul><ul><ul><ul><li>Engage users on a regular basis with online promotions and competitions (Ketchum developed all communications materials, such as rules and regulations, questions for the competition, and winners announcement, etc.) </li></ul></ul></ul><ul><ul><ul><li>Address and respond to users’ enquiries </li></ul></ul></ul>
  21. Bossini Page on Facebook
  22. THANK YOU Cynthia Chan Account Director, Ketchum Hong Kong Digital Strategist, Ketchum Greater China [email_address]

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