Facebook for Business: How to Engage and Support Your Customers Directly on Your Facebook Page


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This webinar is essential for anyone who wants to gain a better understanding of what Social CRM on Facebook really means and learn about the new Parature for Facebook product.

Watch this webinar to:

* Discover the benefits of social customer relationship management
* Get business results through connecting and engaging with fans on Facebook
* Learn how you can offer customer support directly from your business page
* See the benefits of monitoring, listening, and engaging with your customers on your Facebook Page

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Facebook for Business: How to Engage and Support Your Customers Directly on Your Facebook Page

  1. 1. Facebook for Business: How to Engage and Support Your Customers Directly on Your Facebook PageBeverly Macy - Gravity Summit CEO <br />
  2. 2. Parature at a Glance<br /><ul><li>Private Company, investors include Valhalla Partners, Sierra Ventures, and Accel Partners
  3. 3. 120 Employees
  4. 4. Headquartered in Vienna, VA with offices in San Francisco, CA, and Reading, UK
  5. 5. 800 Customers, serving 15,000,000 Registered End Users in 45 Countries
  6. 6. High Customer Retention
  7. 7. Average Time to “Go Live”: 2-4 weeks (40-60 hours of effort)
  8. 8. Target Market: departments of Large Enterprises, B2B, and Strong Focus on B2C
  9. 9. Partnerships with Webex/Cisco, Microsoft, Presidium Learning, Angel.com, Lithium, GetSatisfaction…</li></li></ul><li>They’re Still Waiting<br />While traditional marketing efforts rely upon monitoring and analyzing sentiment in an effort to enforce positive change…<br />…customers are still expecting an answer to their sentiments, and getting angry at the lack of response.<br />
  10. 10. Social Support<br />A new social support function is emerging, but the language and technology barriers present makes it difficult to collaborate on shared challenges<br />Customer<br />Service<br />Digital<br />Marketing<br />Social<br />Support<br />
  11. 11. It Takes a Village<br />In order to engage Facebook fans, the social support function relies upon archaic technologies…<br />…leading to staff inefficiencies and a complete lack of data visibility<br />$50K<br />=<br />
  12. 12. The Solution<br />Support for Every Facebook Fan Page.<br /><ul><li>Monitor, listen, and engage with your customers on your Facebook fan page.
  13. 13. Help your customers get answers right on your Facebook fan page.
  14. 14. Enable your customers to share their positive support experiences through their friends’ streams.</li></ul>Confidential - Parature<br />
  15. 15. A New Forum for Customer Engagement<br />Parature for Facebook streamlines the conversations you need to have with people who come to your page for two primary reasons:<br />Broadcasting Sentiment<br />Looking for Answers<br />
  16. 16. Monitor, Automate…<br />Automatically designate where each wall posts goes, and assign the proper staff and rules for solving them<br />Automate wall post monitoring by tracking critical keywords and defining the proper course of action for each<br />
  17. 17. ...and Engage<br />Engage your customers, driving to higher levels of customer loyalty and brand advocacy<br />
  18. 18. Deliver Multi-Channel Support<br />Deliver multi-channel support to your facebook visitors via searchable FAQ’s, live chat, and feedback/comment forms<br />
  19. 19. Keep a Pulse on Facebook Dialogue<br />Leveraging Parature’s reporting engine will allow you to develop metrics for the social support function’s effectiveness in engaging Facebook visitors<br />
  20. 20. 12<br />Facebook for Business<br />How to Engage and Support Your Customers Directly on Your Facebook Page<br />August 24, 2010<br />Beverly Macy<br />
  21. 21. 13<br />Agenda<br />What is Facebook for Business and why is it important?<br />What is Social CRM?<br />Customer transactions directly from your business page<br />Q&A<br />
  22. 22. 14<br />What is Facebook for Business and Why Is It Important?<br />Companies are discovering Facebook as a way to:<br />Stay ahead of your competition<br />Allow consumers to interact with your brand<br />This is a long term marketing strategy as it takes time to build a community<br />500 Million Users – 110 Million + in the US<br />Targeted user information including age, gender, location, likes<br />Average user has 130 friends; 8 new friends a day; 55 min on the site per day<br />Invited to 2 -3 events per month<br />Facebook has a multiplier effect<br />
  23. 23. Polling Question<br />Does your company have a business page?<br />Yes<br />No<br />If so, is it primarily used for:<br />Sharing Information<br />Encouraging engagement with the brand and with other customers/stakeholders<br />Offering coupons and other promotions<br />
  24. 24. 16<br />Facebook for Business<br />A Page is a place to house all the pertinent information about your company:<br /> - Overview of company- Website and contact info- Press releases- Videos- Blog RSS- Twitter updates- Company news and status- Customer interaction<br />
  25. 25. 17<br />Case Study: A Real ‘Fan’ Page<br />Coca Cola Facebook page was created by two users who liked Coke - largest product fan page on Facebook.<br />Coca Cola rewarded the fans by bringing them to Atlanta and giving them a tour of the Coke facility. <br />The fan page creators were asked to make a video of the history behind the fan page, and how Coke had reached out to them and rewarded them for this. <br />Key Takeaway: Taking over unsanctioned Facebook fan pages isn’t always the best idea. Instead, rewarding dedication can inspire others to do the same. <br />
  26. 26. 18<br />Seventeen Magazine<br />Targeting specific demographics<br />
  27. 27. 19<br />Sephora Cosmetics<br />Has over 13,000 products and 200 brands <br />Placing the Likebutton on every product ensures customers connect with items <br />Sephora can send updates when products go on sale or a new product is added <br />This results in personalized and <br />meaningful brand engagement, and a highly engaged customer base<br />
  28. 28. 20<br />1-800-Flowers<br /><ul><li>Great use of promotions
  29. 29. Social Shopping</li></li></ul><li>Polling Question<br />Do you have a SHOP tab on you business page that allows customers to access your ecommerce DIRECTLY from Facebook?<br />Yes<br />No<br />
  30. 30. 22<br />Facebook Shopping Carts<br />Facebook ecommerce apps and storefronts permit users to add custom shopping carts to their fan pages or profiles in order to directly sell on Facebook<br />Facebook storefront applications offer lots of new opportunities for business owners that want to expand and promote their online stores<br />
  31. 31. 23<br />SHOP Tab on Facebook<br />
  32. 32. 24<br />Facebook Apps for Transaction<br />Facebook Storefront Applications<br />My Merch Store (Zazzle)<br />
  33. 33. Polling Question<br />Would you like to integrate your CRM directly with your business page?<br />Yes<br />No<br />
  34. 34. 26<br />What is Social CRM?<br />CRM is moving beyond the goal of optimizing a two-way relationship between an enterprise and a customer to include<br />… the simultaneous relationships that customers have<br />among themselves!<br />• Social CRM does not replace traditional CRM. It extends current CRM capabilities to engage conversations <br />• Social CRM puts the customer in the core of the company’s strategy<br />• Social CRM needs a new organizational mindset<br />What should companies do?<br />26<br />
  35. 35. 27<br />What Should Companies Do?<br />• Benchmark customer and prospect social readiness<br />• Define your social customer objectives<br />• Understand Social CRM solutions landscape<br />• Map out your Social CRM capabilities-building plan<br />• Define your metrics for success<br />27<br />
  36. 36. 28<br />SUPPORT Tab on Facebook<br />
  37. 37. 29<br />29<br />Summary<br />Facebook is a powerful platform<br />Still used mostly for ‘personal’ social media<br />Businesses are exploring how best to be involved<br />SOCIAL CRM is growing<br />Stay Tuned! It continues to evolve<br />
  38. 38. 30<br />Thank You!<br />Beverly Macy<br />Contact me for corporate training, consulting.<br />Info on Gravity Summit<br />beverlymacy@gmail.com<br />310-860-4788<br />@beverlymacy<br />@gravitysummit<br />Upcoming events:<br />Gravity Summit at Brandman U<br />Orange County, CA<br />Nov 8, 9<br />3rd Annual Event UCLA<br />February 22, 2011<br />www.gravitysummit.com<br />Published By McGraw-Hill<br />January 2011<br />@PowerRTM<br />
  39. 39. Questions?<br />Follow Parature on<br />http://blog.parature.com<br />http://www.facebook.com/parature<br />http://twitter.com/parature<br />http://www.youtube.com/paratureinc<br />http://www.slideshare.net/parature<br />http://www.parature.com/rss<br />