Short discussion on my journey how to manage the company to enter the social media and launch their Facebook presence

1. Click to edit Master title style
SOCIAL MEDIA STRATEGY
AND FACEBOOK
Jussi Wacklin
Managing Director
Own. Bought. Earned. Ltd.

2. Social Media Trends
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Social Network
usage has exploded.
Now one out of six
person in the world is
involved with social
networks
www.ownboughtearned.com
Source Search Engine Journal

3. Companies Master title style
Click to edit Using Social Media
This means
that more
brands are
populating
this space
www.ownboughtearned.com
Source Search Engine Journal

4. B2B to edit Master title style
ClickMarketing Investment
While B2B
marketing is still
led by traditional
tactics, like
events, the digital
is increasing its
proportion
continuously
www.ownboughtearned.com
Source Google

5. Starting Point
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If you use social media to broadcast your
marketing propaganda, the likelihood of your
success is from slim to none.

6. My Social Media Strategy Journey
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• 2006, we define a digital framework (O-B-
E)
• November 2007, Facebook introduces
Pages…
• Soon after, our FB presence is
established…
• Global is leading the roll-out initially…
• Our social presences spin out of control…
• Social Media Guidelines are born…
• Digital resourcing takes place…
• Objectives and metrics kick in…
• Social engagement becomes a routine…

7. Managing Online Presences
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General Global Brand dilemma
• Hundreds of markets
• 80 + languages
• Hundreds of products
• Thousands of workers
How to be locally relevant
while maintaining brand unity,
centralized asset production
with cost effective tools and
processes?
Without many exceptions,
most global brands have 100+
social presences, where more
than half are poorly managed.
Moreover, consumer created
presences add another layer of
complexity

8. Brands edit Master title style
Click to Overrate Acquisition
Brands love Fans because of
• Sign of popularity
• Source of insight
• Allows improved engagement
• Can provide increased revenues
• Can drive loyalty
• Nurture advocacy
Earned Media Value
• (Fans*posts) * CPM
1000
• 1M fans * daily post = 30 M impressions
• 30M / 1000 *5€ CPM = 150,000 €
• 150,000€ * 12 months = 1,8M €
• 1,8M / 1M fans = 1,8€
• Right? Not Quite.

9. Facebook Engagement style
Click to edit Master title Tactics
Tactics
• Posts
• Competitions
• Polling
• Freebies
• Games
• Photos and Videos
• Exclusive offers
• Online Stores
• Customer Support
• CRM sign-ups
• Social graph profiling
• Links to Corporate Blogs
• Events

10. Customer Care & Retention
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Social Customer Services
• Improve reach
• Forums to share expertise
• Link to downloads
• Find contact details
• Appointment booking
services
Challenges
• How to deal issues in
public
• Organizational silos
• Care resources and
competencies
• Customer case progress
monitoring
• Duplication of content

11. Why to edit “like” brands
Click people Master title style
Source: Exact Target/CoTweet September 2010

12. Resourcing Master title
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• Global presences need
roughly 1 full-time employee
• Local rarely has the
manpower to operate earned
media sites so they
outsource the people
• The whole social media
investment is becoming
significant while it’s still a
fraction from the bought
media budgets
• Serious effort needed to
value different digital media
to optimize the investment
• Shift expected from bought
media more towards own
and earned media

13. Click to edit Master title style
Considerations

14. Facebook Posts
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• Majority of post responses
(often more than 80%) take
place within 3 hours of
posting
 WHAT you post is the most
important factor
 WHEN you post seems to
impact the engagement
• The more often you post,
the wider reach
 But Unlikes increase too (up
to 50% when posting 2 times
daily compared to 1 time
only)
 Some new evidence shows
that hide post may reduce the

15. Look beyond Facebook
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• Social networks
 Orkut, Qzone, StumbleUpon
• Video sharing
 Youtube, Metacafe, Vimeo
• Photos
 Flickr
• Documents
 Slideshare
• Professional networks
 LinkedIn
• Blogs
 Technorati, Wordpress

16. Integrate Social Media style
Click to edit Master titlepresences
1. Discover an 2. State your own 3. Post Facebook,
Twitter, LinkedIn 4. Link Youtube
interesting and view point on it videos, also from
trending topic using your blog: updates with
strong headline, your partner sites if
relevant to your pics, video, they are available
brand commentary ask a question or
feedback, then
follow up
5. Follow similar discussion
6. Make social 7. Let your social stories
threads, participate,
presences/accounts as travel: widgets, Badges,
comment, re-tweet other
visible as your website Feeds, Share buttons
people’s stories. Give
URL, including ATL and
network support, do not
Retail
just self-promote

17. Conclusion
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• Set clear objectives and analyze results
• Resource and train your social media correctly
• Keep testing, learning and improving your
tactics
• Remember to listen , not just post
• Never get too self-centered
• Give love to get love
• Integrate social with the rest of digital
• Integrate digital with the rest of marketing
• Stop replacing time with money

18. Click to edit Master title style
INFO@OWNBOUGHTEARNED.
COM
www.ownboughtearned.com