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กรณีศึกษา การนำ Facebook ไปใช้งานในเชิงธุรกิจ
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กรณีศึกษา การนำ Facebook ไปใช้งานในเชิงธุรกิจ


กรณีศึกษา การนำ Facebook ไปใช้งานในเชิงธุรกิจ

กรณีศึกษา การนำ Facebook ไปใช้งานในเชิงธุรกิจ

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  • 1. Facebook for Business Listen to audio over your computer speakers or you may phone in: Australia #: 02 8014 7529 New Zealand #: 0800 451 500 Access Code: 328-973-038 We will begin at approximately Noon Australian EDST
  • 2. Introduction to Moderator Josh Mehlman Editor, NETT magazine www.nett.com.au @nettmag
  • 3. Twitter Hashtag #FB4biz
  • 4. Our speakers Brian Giesen Suzi Dafnis Director, Strategy Community Director Ogilvy Australian 360o Digital Influence Businesswomen's Network @bdgiesen @SuziDafnis
  • 5. Facebook for Business A How-To Guide for Business Owners © Confidential and Proprietary – Do Not Release
  • 6. Agenda 01 The Facebook Landscape 02 Building Your Strategy 03 Engaging Your Community 04 Action! 05 Adding Scale & Impact 06 Measuring Success 07 3 Facebook Trends to Watch 08 What NOT to Do 09 How-to Resources
  • 7. Poll Question: Does Your Business Have a Facebook Fan Page?
  • 9. QQ Facebook Friendster Wretch Zing Orkut hi5 Mixi Cyworld Social Networks Are Diverse, But Trending the Same Way
  • 10. “Facebook is a social network that helps people communicate more efficiently with their friends, family and co-workers. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.”
  • 11. Global Facebook Trends • 300 million active users worldwide • Over 70% of users are from outside the US • 2nd most visited Web site in the world • 14+ million videos, and 2+ billion pieces of content uploaded monthly • 95%+ of Facebook members use applications
  • 13. Listen First (With a Quick Bit of Research) url: www.facebook.com/search
  • 14. Listen First (With a Quick Bit of Research) url: www.facebook.com/lexicon
  • 15. Have a Business Reason for Facebook
  • 16. Create a Fan Page (not a group) url: www.Facebook.com/Pages
  • 17. Register a Vanity URL url: www.facebook.com/username
  • 18. Checklist: Critical Strategic Questions Complete this checklist of questions to build a successful Facebook strategy for your brand before you jump in. What is the engagement value: what can you offer people that they will find valuable? Are you ready to respond to your customers and encourage them to talk about your brand? Are you ready to make a commitment beyond a campaign? How will your other marcom strategies integrate with Facebook? What assets - tools and content – can you leverage? Do you have your company behind you and resources available? How will you measure success?
  • 20. 4 Elements of a Successful Facebook Strategy 1. ENGAGE 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE • Find and engage • Provide • Leverage offline • Reach existing fans applications that events - Fans • Host discussions enlist ambassadors • Advertise through - Mentions and provide useful • Provide coupons to existing media resources track purchases • Engagement • Add your social • Invite fans to • Hosts contests Web links to your - Discussions, upload content with opt-ins for brand Web site content, reviews, further contact and posts • Provide branded digital goods • Action - Contest entries - Coupons redeemed - Purchases driven - Web traffic driven
  • 22. Engage Your Community 3 ways to engage your Facebook community: 1. Reach out to existing fan & groups on Facebook. 2. Host discussions around your customers’ interests. 3. Provide fans with branded digital goods.
  • 23. 1. Reach Out to Existing Fans
  • 24. Engaging Your Community 2. Host Discussions With Fans
  • 25. 3. Give Them the Goods!
  • 26. TAKE ACTION!
  • 27. Action! 3 Ways to Get Your Facebook Fans to Take Action! 1. Provide coupons, discounts and exclusive offers for fans 2. Offer applications that provide value or support a cause 3. Host contests and promotions that drive users to a landing page 4. Apply for an internship or paid position
  • 28. 1. Coupons & Special Offers
  • 29. Action! 2. Applications to Enlist Supporters
  • 30. 3. Host a Contest (Opt-In!)
  • 31. 4. Apply for a Position
  • 32. 1 Clicks x 12 individuals x 4.14 individuals = 60+ Communications G0 G1 G2 Add Scale With Advertising ADD SCALE VIA ADVERTISING
  • 33. Adding Scale & Impact 3 ways to increase the scale and impact of your program: 1. Use targeted advertising within Facebook to reach users in specific locations, interest groups, or age ranges. 2. Leverage your existing media presence to drive traffic to your Facebook page 3. Highlight your Facebook presence at offline events
  • 34. 1. Use Targeted Advertising
  • 35. 2. Drive to Facebook
  • 36. 3. Leverage Offline Events
  • 38. Measuring Success
  • 39. Measuring Success KFC Australia fan page live Sunday 14 June supported by Facebook engagement ads Cayan Grill coupon linked to fan page Tuesday 16 June KFC fans multiply by 1000s: Monday 7,000 Tuesday 15,000 Wednesday 19,000 Thursday 24,500 10.4 million Friday 29,900+ impressions Monday 50,000+ 18-29 YO’s Sydney, 6 July 83,700+ Melbourne, Brisbane
  • 40. 3 Facebook Trends to Watch
  • 41. 3 Trends to Watch: Facebook Connect • Platforms: – Your website – Your blog – Your iPhone application • Uses: – Seamlessly "connect" their Facebook account and information with your site – Connect and find their friends who also use your site – Share information and actions on your site with their friends on Facebook
  • 42. 3 Trends to Watch: Mobile Social Networking • There are more than 65 million active users currently accessing Facebook through their mobile devices. • By 2010 mobile social network users worldwide are expected to reach 369 million. • As of March 2009, users can instantly sign up to become brand fans through SMS.
  • 43. 3 Trends to Watch: Gift Monetisation • November 2008 Facebook switches the cash value of gift for credits. $1.00= 100 credits. • April 2009: Facebook begins testing an option to give friends credits as social capital. • Currently, brands can sell virtual gifts for 100-200 credits. • In the future, people may be able to exchange credits for an expanding array of Facebook items.
  • 44. WHAT NOT TO DO
  • 45. Facebook Don’ts • DON’T filter your fans reviews or content simply to protect your messaging. • DON’T spam fans with messages or invitations to their inboxes. • DON’T violate Facebook’s Terms of Service. • DON’T ignore unofficial fan pages or groups. • DON’T alienate unofficial fan pages or groups. • DON’T abandon your fans. • DON’T let your PR agency run your page. Authenticity counts. • DON’T be afraid of negative comments. • DON’T leave negative or inflamatory comments unresponded to. • DON’T engage in practices you would never consider outside of Facebook. • DON’T forget about existing content you can repurpose
  • 46. How To: Resources & Additional Reading
  • 47. Recommended Reading • Asia Digital Map: http://www.asiadigitalmap.com/category/facebook • The Facebook Blog: http://blog.facebook.com/ • Mashable: http://mashable.com/ • Inside Facebook: http://www.insidefacebook.com/ • Facebook’s Developer’s Wiki: http://wiki.developers.facebook.com/index.php/Main_Page • Full Interview with Kevin Barenblat: http://tinyurl.com/Kevin-Barenblat-Interview • Full Interview with Mike Hoefflinger : http://tinyurl.com/Mike-Hoefflinger-Interview • Full Interview with Kristin Foster: http://blog.ogilvypr.com/ • The Daily Influence: http://thedailyinfluence.com/
  • 48. Additional Resources How to… • Create a brand page: http://tinyurl.com/create-a-brand-page • Optimize your brand page: http://tinyurl.com/optimize-a-brand-page • Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs • Buy targeted advertising: http://tinyurl.com/buy-facebook-ads • Create an application: http://tinyurl.com/build-facebook-apps • Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect • Search on Lexicon: http://www.facebook.com/lexicon/ • Brainstorm keywords using Google’s Keyword Tool: http://tinyurl.com/Googles- key-word-tool
  • 49. “ One company that goes with this online-initiated flow is Ogilvy Public Relations. ” CONTACT Brian Giesen “ ” Regional Director || 360° Digital Regional Director 360° Digital 25 China Experts you should follow on Influence Influence Twitter… Thomas Crampton Ogilvy Sydney Ogilvy Sydney p +61 2 8281 3853 p +61 2 8281 3853 e brian.giesen@ogilvy.com.au e brian.giesen@ogilvy.com.au tt @bdgiesen @bdgiesen asiadigitalmap.com asiadigitalmap.com “ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” For case studies... www.asiadigitalmap.com
  • 50. Facebook for Business Case Study: presented by the:
  • 51. Suzi Dafnis Community Director Australian Businesswomen’s Network presented by the:
  • 52. Facebook for Business About the Australian Businesswomen’s Network • Offline • Online • Why Social Media? • Why Facebook?
  • 53. Facebook for Business Why we started using Facebook • to engage our community • to drive traffic to our website • to use the interactive capabilities of Facebook e.g. applications, web 2.0 tools • to leverage both online and offline media we were using Facebook Page at: www.abn.org.au/facebook
  • 54. Facebook for Business Facebook integration • Website • Other social tools (e.g. Flickr, Blog, Twitter) • Other online media/communications
  • 55. Facebook for Business www.abn.org.au/facebook Events Flickr Blog Posts Twitter
  • 56. Facebook for Business Strategy (and mistakes) Three stages (and their success and failure)
  • 57. Facebook for Business Community Engagement • How we’ve engaged community? • What has worked and what has not? • What is the benefit to the customer? • Encouraging interaction
  • 58. Facebook for Business Add Scale (Leverage) • Leverage other online communications • Leverage existing media • Leverage existing marketing and events
  • 59. Facebook for Business Leverage • Different team members are responsible for different aspects • Tweets and blog posts go to Facebook automatically and populate those pages • Photos from our Flickr stream • % of traffic to our site from Facebook • Applications - what we've integrated into our page
  • 60. Facebook for Business Measures • Google analytics - website traffic • New subscribers • Special offers • Facebook ads • Other
  • 61. Facebook for Business Future • Elements yet to be used – More engagement and reasons for people to interact there • Offers • Discussions (vs Forums) NEW: Added today!
  • 62. Questions & Answers
  • 63. Learn more about GoToMeeting! Please call now to have all your questions answered. Try it Free 1800 451 458 (Australia) 0800 424 874 (New Zealand) www.GoToMeeting.com.au We will send you a link to the recorded session within 24 hours. Thank you for attending!