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Facebook Fan Page For The North Face Europe Presentation Transcript

  • 1. "How can TNF Europe use
    Facebook and what are the rules?“
    2010 presented by Marc Wiedbrauck, M.A.
  • 2. About Me
    Name: Marc Wiedbrauck
    • Blogger, Sports man
    • 3. Internet Marketer & Social Media Fanatic
    • 4. Master ofArts in Sports Science
    University of Karlsruhe, Germany
    2010 presented by Marc Wiedbrauck, M.A.
  • 5. Facts About Facebook
    • # 1 social network in the world
    • 6. ~500 million active users worldwide
    • 7. 50 % logon daily
    • 8. Average session time = 55 minutes
    • 9. Global reach: 70 % = outside United States
    • 10. 78 % of Facebook users “more likely to buy on a positive Facebook friend referral”
    • 11. each user has at least 130 friends
    • 12. more than 10 million users become a fan each day
    • 13. Your competitors will/are be on it!
    Source:eMarketer | Morpace
    2010 presented by Marc Wiedbrauck, M.A.
  • 14. Why Facebook?
    • Create an "outpost" for fans to connect with TNF.
    • 15. Build an email list.
    • 16. Improve customer service.
    • 17. Raise brand awareness.
    • 18. Crowd source new products.
    • 19. Easier and fasterway of communication.
    • 20. Involve customers and fans.
    • 21. Increase product sales.
    • 22. Get feedback.
    2010 presented by Marc Wiedbrauck, M.A.
  • 23. Facebook Can Help
    • building and establishing new customer relationships
    • 24. discover more about customer demands and behaviour
    • 25. receive feedback about products, customer service and company image
    • 26. to be authentic and believable
    • 27. showing proof of competence and being a contact person
    • 28. most of all: generating TRAFFIC to your website!
    2010 presented by Marc Wiedbrauck, M.A.
  • 29. 10 Golden Rules For A Successful Social Media Campaign On Facebook
    2010 presented by Marc Wiedbrauck, M.A.
  • 30. 10 Golden Rules For Facebook
    # 1
    The Internet wasn’t build
    for Sales and Marketing.
    2010 presented by Marc Wiedbrauck, M.A.
  • 31. 10 Golden Rules For Facebook
    # 2
    To understand Social Media,
    you have to be a good listener.
    2010 presented by Marc Wiedbrauck, M.A.
  • 32. 10 Golden Rules For Facebook
    # 3
    Think before you act.
    2010 presented by Marc Wiedbrauck, M.A.
  • 33. 10 Golden Rules For Facebook
    # 4
    Generate benefits
    for the users.
    2010 presented by Marc Wiedbrauck, M.A.
  • 34. 10 Golden Rules For Facebook
    # 5
    Answer questions
    fast and authentic.
    2010 presented by Marc Wiedbrauck, M.A.
  • 35. 10 Golden Rules For Facebook
    # 6
    Be social – Show customers
    that you are a human being.
    2010 presented by Marc Wiedbrauck, M.A.
  • 36. 10 Golden Rules For Facebook
    # 7
    Do others a stage and
    you will earn applause.
    2010 presented by Marc Wiedbrauck, M.A.
  • 37. 10 Golden Rules For Facebook
    # 8
    Treat your opponent
    the way you want to be treated.
    2010 presented by Marc Wiedbrauck, M.A.
  • 38. 10 Golden Rules For Facebook
    # 9
    Be authentic – Do not pretend
    to be someone you are not.
    2010 presented by Marc Wiedbrauck, M.A.
  • 39. 10 Golden Rules For Facebook
    # 10
    It’s all about love and trust.
    2010 presented by Marc Wiedbrauck, M.A.
  • 40. These 10 Golden Rules Are Essential For A Successful Presentation On Facebook.
    2010 presented by Marc Wiedbrauck, M.A.
  • 41. Common Mistake In Social Media
    Most brands (and many agencies) focus too much on social media tactics, such as launching Facebook pages, Twitter, creating apps, and trying to create viral
    Videos. Some get lucky, but it’s very risky to be too focused on tactics. Tactics should come last after building a solid foundation of brand image, personality, and engagement online.
    2010 presented by Marc Wiedbrauck, M.A.
  • 42. An Effective Social Media Strategy
    Strategy = Main focus on research, planning, positioning, listening…
    Tactic = Where most people focus on (Facebook campaigns, Twitter
    Account, YouTube channels…) but this comes on second place.
    2010 presented by Marc Wiedbrauck, M.A.
  • 43. Facts About B2B On Facebook
    • B2B on Facebook does not have the same local value like in the US – not yet!
    • 44. Most companies are still conservative and expectant
    • 45. The complete potential of Facebook is not fully used by companies.
    • 46. But be prepared!
    2010 presented by Marc Wiedbrauck, M.A.
  • 47. Facts About B2C On Facebook
    • The potential of B2C on Facebook is obvious
    • 48. TNF can take advantage of viral effects
    • 49. TNF can step out of competition if it’s present on all communication channels like Twitter, YouTube…
    • 50. Generate Fans from all around the world
    • 51. Facebook is a great platform for TNF to get in touch with new and existing fans
    2010 presented by Marc Wiedbrauck, M.A.
  • 52. Business Networks & Facebook
    • Facebook has become a great competitor to Business Networks like Xing and LinkedIn.
    • 53. Compared to most Business Networks, Facebook is for free with all its features and functions
    • 54. User on Facebook mainly use it due to private reasons
    • 55. TNF will find its target audience on Facebook and this is where TNF gets social
    2010 presented by Marc Wiedbrauck, M.A.
  • 56. Marketing And Facebook
    Facebook should not be abused as a Marketing tool. The main focus on all Social Media platforms is interaction between friends, friends and companies, friends and family etc. As a company, listen first, give advices and get involved. Build trust and people will follow you. As soon as you start with hardcore selling, fans will not follow anymore. Lotteries, photo or video contests can be a great tool on Facebook to increase the number of fans. It has a high viral impact. Fans love to be a part of something they like.
    2010 presented by Marc Wiedbrauck, M.A.
  • 57. Best Social Media Campaigns
    #16 Quicksilver “Dynamite Surfing”
    A 2007 video for the surfer clothing manufacturer shows surfers making waves in a lake with the help of some explosives. The staged video, which consists of grainy footage to make it appear more authentic, has been viewed 35 million times. It developed something of a cult following, leading to the Discovery Channel's Mythbusters investigating the legitimacy of dynamite surfing.
    Click on the Screenshot to see the video.
    2010 presented by Marc Wiedbrauck, M.A.
  • 58. Best Social Media Campaigns
    #9 Ikea “Facebook Showroom”
    To promote the opening of a new store in Malmo, Sweden, Ikea had the store manager post pictures of the the new showrooms on Facebook. The first people to tag the items won them. Awareness spread rapidly from participants to their Facebook friends. The campaign won a 2010 Gold Cyber Lion at Cannes.
    Click on the Screenshot to see the video.
    2010 presented by Marc Wiedbrauck, M.A.
  • 59. Best Social Media Campaigns
    #11 Whopper “Sacrifice”
    This Burger King campaign wasn't afraid to ask the tough question: What do you love more, your friends or the Whopper? The Facebook application bribed consumers to "unfriend" 10 people from their Facebook friends list in exchange for a free burger. Ad agency Crispin, Porter + Bogusky says the application terminated some 234,000 "friendships." Ultimately, Facebook decided that letting its users know that they had been let go contradicted its business plan, and the application itself was sacrificed.
    Click on the Screenshot to see the video.
    2010 presented by Marc Wiedbrauck, M.A.
  • 60. Best Social Media Campaigns
    #3 Old Spice “Smell Like a Man, Man.”
    Old Spice spokesman Isaiah Mustafa was popular in TV commercials, but what really made this campaign an interactive hit was the recent Web-based element with Mustafa responding to questions submitted by fans on Twitter and other social media outlets in as many as 180 Web videos this summer. He proposed marriage to one fan's girlfriend. She accepted.
    Click on the Screenshot to see the video.
    2010 presented by Marc Wiedbrauck, M.A.
  • 61. Best Practices For Fan Pages On Facebook
    Click on the Screenshots to visit the Fan Page.
    2010 presented by Marc Wiedbrauck, M.A.
  • 62. Getting Started On…
    2010 presented by Marc Wiedbrauck, M.A.
  • 63. Step 1: Build Your Facebook Fan Page
    • Visit facebook.com and create your company profile.
    • 64. I recommend TNF to build a Fan Page instead of Community or Group Pages.
    • 65. Community & Group Pages are limited useful for Marketing on Facebook.
    2010 presented by Marc Wiedbrauck, M.A.
  • 66. Step 2: Personalize & Add Content
    • Add content about TNF, News, Product features, company image…
    • 67. Create new tabs for discussions, groups, contests, videos…
    • 68. Improve your page and be up-to-date.
    2010 presented by Marc Wiedbrauck, M.A.
  • 69. Step 3: Customize
    • Inform about special events, offers and sales.
    • 70. Create new tabs for discussions, groups, contests, videos…
    • 71. Improve your page and be up-to-date.
    2010 presented by Marc Wiedbrauck, M.A.
  • 72. Step 4: Facebook Ads
    #1 Rest-Of-Site Ad: Visible on all sub pages
    #2 Homepage Ad: Visible on Facebook Welcome Page
    Facebook Ads is almost the same like Google AdWords.
    2010 presented by Marc Wiedbrauck, M.A.
  • 73. Step 5: Make your Fan Page accessible
    Now, your Facebook Fan Page is online. Tell your friends, family, customers, suppliers… about the launch of your Fan Page. Place Facebook Icons on your website, Online Shop, business cards, … so that every visitor can connect with your fan page immediately. Connect all your platforms with your Facebook fan page. Make sure, that visitors will have an easy access to your fan page. They should have access from all categories, subpages and shops.
    2010 presented by Marc Wiedbrauck, M.A.
  • 74. Conclusion
    Be transparent! In social media, companies can no longer over-promise/ be fake. Lies can get caught and get spread hundred times faster online. A brand can give a better image to the public by being transparent and show them who they really are. Share everything, on different channels! Everything that might interest your targets, such as pictures of the office, live tweets during an event, videos, articles and live streaming. It’s not the same as advertisements, people don’t get annoyed by your interesting/ valuable content about the brand.
    2010 presented by Marc Wiedbrauck, M.A.
  • 75. The End
    2010 presented by Marc Wiedbrauck, M.A.