Facebook for Business

       Listen to audio over your computer speakers
       or you may phone in:
                Aust...
Introduction to Moderator


                Josh Mehlman
                Editor, NETT magazine
                www.nett.co...
Twitter Hashtag




        #FB4biz
Our speakers



          Brian Giesen             Suzi Dafnis
          Director, Strategy       Community Director
     ...
Facebook for Business
      A How-To Guide for Business Owners




© Confidential and Proprietary – Do Not Release
Agenda
     01   The Facebook Landscape



     02   Building Your Strategy



     03   Engaging Your Community


     04...
Poll Question:

Does Your Business Have a
   Facebook Fan Page?
FACEBOOK TRENDS
QQ

   Facebook

   Friendster

   Wretch

   Zing

   Orkut

   hi5

   Mixi

   Cyworld




Social Networks Are Diverse,...
“Facebook is a social network that helps people
 communicate more efficiently with their friends,
  family and co-workers....
Global Facebook Trends

• 300 million active users worldwide
• Over 70% of users are from outside the US
• 2nd most visite...
START YOUR ENGINES…
Listen First (With a Quick Bit of Research)
url: www.facebook.com/search
Listen First (With a Quick Bit of Research)
url: www.facebook.com/lexicon
Have a Business Reason for Facebook
Create a Fan Page (not a group)
url: www.Facebook.com/Pages
Register a Vanity URL
url: www.facebook.com/username
Checklist: Critical Strategic Questions
Complete this checklist of questions to build a successful Facebook strategy for y...
READY TO BUILD A STRATEGY!
4 Elements of a Successful Facebook Strategy

1. ENGAGE               2. DRIVE ACTION          3. ADD SCALE       4. MEASU...
ENGAGE YOUR COMMUNITY
Engage Your Community

3 ways to engage your Facebook community:

1. Reach out to existing fan & groups on Facebook.

2. H...
1. Reach Out to Existing Fans
Engaging Your Community




2. Host Discussions With Fans
3. Give Them the Goods!
TAKE ACTION!
Action!
3 Ways to Get Your Facebook Fans to Take Action!

1. Provide coupons, discounts and exclusive offers for fans

2. ...
1. Coupons & Special Offers
Action!




2. Applications to Enlist Supporters
3. Host a Contest (Opt-In!)
4. Apply for a Position
1   Clicks   x   12 individuals   x   4.14 individuals   =   60+ Communications




      G0               G1             ...
Adding Scale & Impact
 3 ways to increase the scale and impact of your program:


 1.   Use targeted advertising within Fa...
1. Use Targeted Advertising
2. Drive to Facebook
3. Leverage Offline Events
MEASURE SUCCESS
Measuring Success
Measuring Success
KFC Australia fan page live
Sunday 14 June supported by
Facebook engagement ads

Cayan Grill coupon link...
3 Facebook Trends
         to Watch
3 Trends to Watch: Facebook Connect



•   Platforms:
    – Your website

    – Your blog

    – Your iPhone application

...
3 Trends to Watch: Mobile Social Networking

 •   There are more than 65
     million active users
     currently accessin...
3 Trends to Watch: Gift Monetisation

•    November 2008 Facebook switches
     the cash value of gift for credits.
     $...
WHAT NOT TO DO
Facebook Don’ts
•   DON’T filter your fans reviews or content simply to protect your messaging.

•   DON’T spam fans with ...
How To: Resources &
  Additional Reading
Recommended Reading

•   Asia Digital Map: http://www.asiadigitalmap.com/category/facebook
•   The Facebook Blog: http://b...
Additional Resources
How to…
•   Create a brand page: http://tinyurl.com/create-a-brand-page
•   Optimize your brand page:...
“    One company that goes with this online-initiated flow is
     Ogilvy Public Relations.
                              ...
Facebook for Business

 Case Study:




presented by the:
Suzi Dafnis
   Community Director
   Australian Businesswomen’s Network




presented by the:
Facebook for Business

About the Australian Businesswomen’s Network
•   Offline
•   Online
•   Why Social Media?
•   Why F...
Facebook for Business

Why we started using Facebook
•   to engage our community
•   to drive traffic to our website
•   t...
Facebook for Business

Facebook integration
• Website
• Other social tools (e.g. Flickr, Blog,
   Twitter)
• Other online ...
Facebook for Business
www.abn.org.au/facebook

    Events

    Flickr

    Blog Posts

    Twitter
Facebook for Business

Strategy (and mistakes)
Three stages (and their success and failure)
Facebook for Business

Community Engagement
•   How we’ve engaged community?
•   What has worked and what has not?
•   Wha...
Facebook for Business

Add Scale (Leverage)
•   Leverage other online communications
•   Leverage existing media
•   Lever...
Facebook for Business

Leverage
•   Different team members are responsible for different
    aspects
•   Tweets and blog p...
Facebook for Business

Measures
•   Google analytics - website traffic
•   New subscribers
•   Special offers
•   Facebook...
Facebook for Business

Future
•   Elements yet to be used
    –   More engagement and
        reasons for people to intera...
Questions & Answers
Learn more about GoToMeeting!
      Please call now to have all your
           questions answered.

                     ...
กรณีศึกษา การนำ Facebook ไปใช้งานในเชิงธุรกิจ
กรณีศึกษา การนำ Facebook ไปใช้งานในเชิงธุรกิจ
กรณีศึกษา การนำ Facebook ไปใช้งานในเชิงธุรกิจ
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กรณีศึกษา การนำ Facebook ไปใช้งานในเชิงธุรกิจ

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  1. 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. 2. Introduction to Moderator Josh Mehlman Editor, NETT magazine www.nett.com.au @nettmag
  3. 3. Twitter Hashtag #FB4biz
  4. 4. Our speakers Brian Giesen Suzi Dafnis Director, Strategy Community Director Ogilvy Australian 360o Digital Influence Businesswomen's Network @bdgiesen @SuziDafnis
  5. 5. Facebook for Business A How-To Guide for Business Owners © Confidential and Proprietary – Do Not Release
  6. 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. 7. Poll Question: Does Your Business Have a Facebook Fan Page?
  8. 8. FACEBOOK TRENDS
  9. 9. QQ Facebook Friendster Wretch Zing Orkut hi5 Mixi Cyworld Social Networks Are Diverse, But Trending the Same Way
  10. 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. 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
  12. 12. START YOUR ENGINES…
  13. 13. Listen First (With a Quick Bit of Research) url: www.facebook.com/search
  14. 14. Listen First (With a Quick Bit of Research) url: www.facebook.com/lexicon
  15. 15. Have a Business Reason for Facebook
  16. 16. Create a Fan Page (not a group) url: www.Facebook.com/Pages
  17. 17. Register a Vanity URL url: www.facebook.com/username
  18. 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?
  19. 19. READY TO BUILD A STRATEGY!
  20. 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
  21. 21. ENGAGE YOUR COMMUNITY
  22. 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. 23. 1. Reach Out to Existing Fans
  24. 24. Engaging Your Community 2. Host Discussions With Fans
  25. 25. 3. Give Them the Goods!
  26. 26. TAKE ACTION!
  27. 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. 28. 1. Coupons & Special Offers
  29. 29. Action! 2. Applications to Enlist Supporters
  30. 30. 3. Host a Contest (Opt-In!)
  31. 31. 4. Apply for a Position
  32. 32. 1 Clicks x 12 individuals x 4.14 individuals = 60+ Communications G0 G1 G2 Add Scale With Advertising ADD SCALE VIA ADVERTISING
  33. 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. 34. 1. Use Targeted Advertising
  35. 35. 2. Drive to Facebook
  36. 36. 3. Leverage Offline Events
  37. 37. MEASURE SUCCESS
  38. 38. Measuring Success
  39. 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. 40. 3 Facebook Trends to Watch
  41. 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. 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. 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. 44. WHAT NOT TO DO
  45. 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. 46. How To: Resources & Additional Reading
  47. 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. 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. 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. 50. Facebook for Business Case Study: presented by the:
  51. 51. Suzi Dafnis Community Director Australian Businesswomen’s Network presented by the:
  52. 52. Facebook for Business About the Australian Businesswomen’s Network • Offline • Online • Why Social Media? • Why Facebook?
  53. 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. 54. Facebook for Business Facebook integration • Website • Other social tools (e.g. Flickr, Blog, Twitter) • Other online media/communications
  55. 55. Facebook for Business www.abn.org.au/facebook Events Flickr Blog Posts Twitter
  56. 56. Facebook for Business Strategy (and mistakes) Three stages (and their success and failure)
  57. 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. 58. Facebook for Business Add Scale (Leverage) • Leverage other online communications • Leverage existing media • Leverage existing marketing and events
  59. 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. 60. Facebook for Business Measures • Google analytics - website traffic • New subscribers • Special offers • Facebook ads • Other
  61. 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. 62. Questions & Answers
  63. 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!
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