Facebook for Business
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Presentation that shows what Facebook can do for your businness

Presentation that shows what Facebook can do for your businness

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Facebook for Business Presentation Transcript

  • 1. for businessesLaura Badea Pedro Nobre GuedesMarcos Cadena Jorge HurtadoNatalia Giraldo Audrey Mark
  • 2. DemographicsDEMOGRAPHICS Facebook´s social Demographics for 2010 DemographicsINTRODUCTION What can your business do with Facebook StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores CreditsADD SCALE Social Plugins F-Connect Online / Offline MobileADVERTISING Premium & Marketplace Ads source: http://awesomeinfographics.com/2011/08/facebook-versus-twitter-a-breakdown-of-2010-social-demographics/ Sponsored StoriesMEASURE Insights 2011 - total number of users has risen to + 750 million.
  • 3. Introduction What can your business do with Facebook?DEMOGRAPHICS Demographics • Create a Fan Page.INTRODUCTION What can your business do with Facebook? • Communicate with fans by posting status updates, pictures, Strategy articles, links, polls and videos. BUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE • Grow your fan base ,leveraging your fans’ connections. Building Community Landing Page • Customize the look and feel of the fan page to match your DRIVE ACTION F-Commerce brand image. F-Stores Credits • Get insights on what your fans are doing; how are they ADD SCALE reacting to your posts. Social Plugins F-Connect Online / Offline • Promote your fan page on your website through social plugins. MobileADVERTISING Premium & Marketplace Ads • Let fans share your content with their social graph. Sponsored StoriesMEASURE • Build a store inside your Fan Page, letting fans make a Insights purchase with a credit card or Facebook credits.
  • 4. Introduction Facebook Marketing StrategyDEMOGRAPHICS DemographicsINTRODUCTION What can your business do with Facebook? StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores CreditsADD SCALE Social Plugins F-Connect Online / Offline MobileADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE Insights
  • 5. Business (Fan) Page vs Personal (Profile) Page Fan Page Profile Multiple Accounts XDEMOGRAPHICS Demographics Friends/Fans Size Limit XINTRODUCTION What can your business Age Restrictions X do with Facebook Strategy Geographic Restrictions XBUSINESS VS PERSONAL Fan Page vs Profile Page Language Restrictions XBUILD & ENGAGE Can Send Emails X Building Community Landing Page Privacy Control XDRIVE ACTION F-Commerce Events X X F-Stores Credits Suggestions X XADD SCALE Friends/Fans X X Social Plugins can post on Wall F-Connect Can Control X X who posts on the Wall Online / Offline Mobile Create Ads X XADVERTISING Targeted Ads X X Premium & Marketplace Ads Sponsored Stories “Friend Endorsed” Ads XMEASURE Insights Update Newsfeed X X Custom Landing Page X X
  • 6. Strategy - Build & Engage Building Community - increase number of FansDEMOGRAPHICS Demographics How: Share relevant and quality contentINTRODUCTION What can your business do with Facebook • Frequency - Keeping content fresh without overwhelming Strategy community with informationBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE • Content - Opportunity to share news, company Building Community philosophy, tips, tools and other resources Landing PageDRIVE ACTION • Image - create a sense of community, make fans feel F-Commerce F-Stores comfortable to share information and feedback • Mixed Media - present content through different media CreditsADD SCALE Social Plugins e.g. articles, photos and video F-Connect Online / Offline Mobile • Import Content - From company website/blog or third-ADVERTISING party resources Premium & Marketplace Ads Sponsored Stories • Promote participation MEASURE Insights / comments
  • 7. Strategy - Build & Engage Specialized Landing PageDEMOGRAPHICS • Helps strengthen Brand presence in Facebook —design is critical, DemographicsINTRODUCTION fans are hard critics and competition for their attention is fierce What can your business do with Facebook • Impresses new visitors — visitors are nice, but fans are future customers, and friends of friends StrategyBUSINESS VS PERSONAL Fan Page vs Profile Page of future customersBUILD & ENGAGE Building Community • A call for action — Likes, sales and content generation Landing PageDRIVE ACTION F-Commerce F-Stores CreditsADD SCALE Social Plugins F-Connect Online / Offline MobileADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE Insights
  • 8. Strategy - Drive Action Facebook Commerce (F-Commerce)DEMOGRAPHICS E-commerce that is executed on or influenced by the Facebook platform DemographicsINTRODUCTION What can your business do with Facebook StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores CreditsADD SCALE Social Plugins F-Connect Online / Offline MobileADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE Insights • Average user is connected to 130 friends and 80 interest groups • Average user makes his/her preferences public posting 90 content items per month • Facebook users spend 700 billion minutes/month in this word-of-mouth environment
  • 9. Strategy - Drive Action Facebook Stores (F-store)DEMOGRAPHICS Allows consumers to browse products, check availability and purchase Demographics items without ever leaving FeacebookINTRODUCTION What can your business do with Facebook StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores CreditsADD SCALE Social Plugins F-Connect Online / Offline MobileADVERTISING Premium & Marketplace Ads Sponsored Stories ASOS was Europe’s first fully integrated F-store Delta Airlines launched Delta Ticket MEASURE allowing consumers to browse available Counter, allowing consumers to book and Insights items and complete purchases directly on the pay for flights inside Facebook. Facebook platform
  • 10. Strategy - Drive Action Facebook CreditsDEMOGRAPHICS Originally developed to be used to acquire virtual goods for games and Demographics in-app virtual goods.INTRODUCTION What can your business do with Facebook • Offer brand integration in social gaming StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores Planting Seeds for Haiti - raised Planting Blueberries for Buy a cup of McDonald´s You can buy Virtual Money $1.5M in 17 days Cascadian Farms McCafe and your farmer moves (Facebook Credits) in Walmart Credits with twice the speed and BestbuyADD SCALE Social Plugins • Allow payment for other services on brand pages F-Connect Online / Offline MobileADVERTISING Warner Bros streams movies on their Premium & Marketplace Ads Facebook page for 30 credits ($3) Sponsored StoriesMEASURE Insights
  • 11. Strategy - Add Scale Facebook Social PluginsDEMOGRAPHICS Allows to access friends´ Likes, comments and shared sites across the web DemographicsINTRODUCTION What can your business do with Facebook Mechanisms for Social Strategy InfluenceBUSINESS VS PERSONAL Fan Page vs Profile Page • Drive User EngagementBUILD & ENGAGE Building Community • Authenticate your Landing PageDRIVE ACTION Applications with facebook F-Commerce login F-Stores Credits • Track with Analytics likeADD SCALE other KPIs Social Plugins F-Connect • Provided by Facebook Online / Offline - quick and seamless MobileADVERTISING integration Premium & Marketplace Ads Sponsored StoriesMEASURE Insights
  • 12. Strategy - Add Scale Facebook Social Plugins - Facebook-enabled websitesDEMOGRAPHICS Traditional websites and e-commerce sites use Facebook integration Demographics on their content and products. This allows users to share products andINTRODUCTION What can your business information between their friends. do with Facebook StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores CreditsADD SCALE Social Plugins F-Connect Online / Offline • TripAdvisor.com helps a user pick a destination based on their friends´ Mobile recommendations, making travel planning a social event.ADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE Insights • On April 2010, Levi´s launched a service that allows shoppers to browse friends´ “likes” by product category
  • 13. Strategy - Add Scale Facebook Connect - 3rd Party Login / AuthenticationDEMOGRAPHICS Integrates a website´s registration with a user´s Facebook account. This Demographics simplifies the traditional site registration system.INTRODUCTION What can your business do with Facebook StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores Credits • This graph shows the most popular online IDs users use to sign inADD SCALE Social Plugins around the web F-Connect Online / Offline MobileADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE Insights source: http://info.gigya.com/Identity.html
  • 14. Strategy - Add Scale Facebook Online/Offline integrationDEMOGRAPHICS Integrating Facebook in Brick-and-mortar retailers and events making the Demographics physical turn virtualINTRODUCTION What can your business do with Facebook StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores CreditsADD SCALE Social Plugins F-Connect Online / Offline MobileADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE Macy´s Magic Fitting Room Insights a Facebook-connected virtual fitting room that allows customers to share outfits they try out
  • 15. Strategy - Add Scale Facebook MobileDEMOGRAPHICS Over 20 million Facebook users access the platform through their Demographics mobile devices.INTRODUCTION What can your business do with Facebook StrategyBUSINESS VS PERSONAL Fan Page vs Profile PageEBUILD & ENGAGE Building Community Landing PageDRIVE ACTION F-Commerce F-Stores CreditsADD SCALE Facebook users can become a fan Social Plugins of a brand page by simply sending F-Connect Online / Offline an SMS. MobileADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE Insights
  • 16. Strategy - Advertising Facebook Premium/Marketplace AdsDEMOGRAPHICS Located on Home Page and Profile Page — most valuable in terms of Demographics engagement, time spent and quality.INTRODUCTION What can your business do with Facebook Premium Key Features: StrategyBUSINESS VS PERSONAL • demographic targeting Fan Page vs Profile PageBUILD & ENGAGE • highest share of voice on the page Building Community Landing Page • guaranteed delivery present on the most highlyDRIVE ACTION trafficked pages on Facebook F-Commerce F-Stores • 6 possible Premium CreditsADD SCALE Ad types Social Plugins F-Connect Marketplace Features: Online / Offline Mobile Same format as PremiumADVERTISING Ads but: Premium & Marketplace Ads Sponsored Stories • does not appear in topMEASURE locations Home Page Insights and Profile Page • no minimum value spent
  • 17. Strategy - Advertising Facebook Premium/Marketplace AdsDEMOGRAPHICS Types of Premium Ads: DemographicsINTRODUCTION • “Like” Ad - allows facebook users to see how many friends What can your business do with Facebook have “liked” the brand, driving user engagement. StrategyBUSINESS VS PERSONAL Fan Page vs Profile Page • Poll Ad - Allows brands to ask questions and offersBUILD & ENGAGE Building Community immediate results, encourages interaction with users. Landing PageDRIVE ACTION F-Commerce • Event Ad - Invite people to RSVP a sponsored event, F-Stores spreading the word through Friends who are attending. CreditsADD SCALE Social Plugins F-Connect • Sampling Ads - When a user click on this ad, he can choose Online / Offline the product and confirm shipping information. Gets Mobile products to the hands of prospective customers.ADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE • Video Comment Ad - Allows to show brand video and Insights receive immediate feedback form users. Video plays in center of the window with a darkened background.
  • 18. Strategy - Advertising Facebook Sponsored StoriesDEMOGRAPHICS Converts News Feed stories into ads, amplifying number of viewers of Demographics initial storyINTRODUCTION What can your business do with Facebook How it works: StrategyBUSINESS VS PERSONAL 1. A user interacts with company´s brand page, application or website. Fan Page vs Profile PageBUILD & ENGAGE 2. A story is generated on the News Feed of friends of fans of the Building Community brand page. Due to the dynamic nature of the News Feed, the Landing PageDRIVE ACTION story may or may not be seen by the friends. F-Commerce F-Stores 3. Sponsored Stories will increase visibility by showing these stories Credits in the right column of the Facebook page.ADD SCALE Social Plugins F-Connect Online / Offline MobileADVERTISING Premium & Marketplace Ads Sponsored StoriesMEASURE Insights
  • 19. Strategy - Advertising Facebook Sponsored StoriesDEMOGRAPHICS Types of Sponsored Stories: DemographicsINTRODUCTION • Page Like - A user likes a page directory or website. It is seen What can your business do with Facebook by friends of the fan who clicked the like button. StrategyBUSINESS VS PERSONAL • Page Post - When a post is published on the facebook brand Fan Page vs Profile PageBUILD & ENGAGE page for the fans. It is seen by all page fans. Building Community Landing Page • Page Post Like - A Fan like a page post written in the last 7DRIVE ACTION F-Commerce days. Friends of the page Fans who liked the post can see it. F-Stores Credits • App Used and Game Played - Someone uses an App orADD SCALE Social Plugins plays a game at least 2 times or for at least 10 minutes in the F-Connect last month. Friends can see the story. Online / Offline Mobile • App Shared - When a story is shared from an App. AccessedADVERTISING Premium & Marketplace Ads by friends of the user who shared the story. Sponsored StoriesMEASURE • Domain - Sharing, liking or pasting a link in the status Insights update of a specific piece of a website in the last 7 days. Seen by friends of the person who shared the piece.
  • 20. Measure Results Facebook Insights - measure reach, engagement & actionDEMOGRAPHICS Provides metrics and analytics concerning user trends, growth, Demographics demographics, and quantified consumption and creation of contentINTRODUCTION Track KPIs What can your business do with Facebook Strategy ReachBUSINESS VS PERSONAL Fan Page vs Profile Page • LikesBUILD & ENGAGE Building Community • Recommendations Landing Page • ClicksDRIVE ACTION F-Commerce Sharing Behavior F-Stores • Number of Influencers and sharing CreditsADD SCALE Conversion and Monetization Social Plugins • Fans F-Connect Online / Offline • Subscriptions Mobile • DownloadsADVERTISING Premium & Marketplace Ads • Sales Sponsored Stories • Action Rate (action/impressions)MEASURE Insights
  • 21. Sources:• www.facebook.com• Facebook Ads & Sponsored Stories (document)• Sponsored Stories for Premium and Marketplace (document)• http://www.slideshare.net/Jarrahbear/leveraging-facebook-in-social-media-marketing-8052258• http://www.smartinsights.com/digital-marketing-strategy-alerts/facebook-marketing-strategy- advice-a-new-guide-from-facebook/attachment/facebook-strategy-a/• http://www.clickz.com/clickz/column/2056609/-commerce-arrival-facebook-consumer• http://mashable.com/guidebook/facebook/• http://mashable.com/2011/07/14/facebook-commerce-guide/