How Businesses Use Facebook
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How Businesses Use Facebook

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How companies have benefited by using this social media platform.

How companies have benefited by using this social media platform.

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How Businesses Use Facebook How Businesses Use Facebook Presentation Transcript

  • Rania Ajram and Matthew Johnson#mrk634
  • Who here has Facebook?
  • • Founded in 2004 by Mark Zuckerberg • Social networking site for people, businesses and organizations • In October 2012 had over 1 billion active usersImage Source: http://theerinryan.com/2012/11/should-we-complain-about-paying-to-reach-people-on-facebook-pages/
  • •Data Use Policy, Platform Policies, Pages Terms, Payment Terms, Advertising and Promotions Guidelines • Advertising content criteria, community standards, and other applicable requirements • Ads generated through Page posts, and promote a sweepstakes, contest, competition or offer must comply with the Pages Terms and must not contain false, misleading, fraudulent, or deceptive claims or content • Only authorized representatives may administer a Page for a brand, entity (place or organization), or public figure • Apps on Pages must comply with Platform Policies • Third-party advertisements on Pages are prohibited, without Facebook’s prior permission http://www.facebook.com/page_guidelines.phpImage Source: http://comerecommended.com/files/2011/08/rules.gifhttp://www.facebook.com/legal/terms
  • Sponsored Storieshttps://www.facebook.com/video/video.php?v=10100328087082670ittp://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdfhttp://aytm.com/blog/wp-content/uploads/2012/09/3253810714_2e14032699.jpghttp://nonprofitorgs.wordpress.com/2010/06/22/three-things-that-happen-when-facebook-pages-reach-10000-fans/
  • Premium Locations: Key features of Premium Ads:High engagement (Home •6 types • Like AdsPage (News Feed) and • Poll Ads • Event AdsProfile Pages • Sampling Ads • Video Comment Ads • Standard AdsPremium Ads: •Demographic targeting •Guaranteed deliveryadvertisements in •Highest share of voice on the most trafficked pages on Facebookpremium locationshttp://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdf
  • Standard Ad Like Ad Video Comment Adhttp://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdf
  • Event AdPoll Ad Sampling Ad
  • GOALS SUCCCESS Facebook page to promote obstacle course challenges in cities around the world Increase brand awareness globally Drive more people to sign up for events in specific cities (social/shareable) Develop a community of Tough Muddershttps://www.facebook.com/toughmudderhttps://www.facebook.com/business/toughmudder
  • Facebook is more B2Coriented due to the nature ofthe site.There is more opportunity toreach consumers thanbusinesses.Other social media sits suchas LinkedIn are morebusiness oriented. B2B: Businesses can like other business pages and affiliate themselves with each other, similar businesses can connect B2C: Friends, fans, friends of fans, specific targets, word-of-mouth, visual, consumer behaviour is more in tune with B2C
  • • Beneficial to both• Fans/followers• Word-of-mouth• For Profit: Promotions• Not-for-Profit: Donations – Sponsored Stories – Trust, referrals – Authenticate after 10,000 fans https://www.facebook.com/WorldVisionCan
  • • An official page created by a business or person• Connect with consumers who chose to visit, like, and follow a brand and communicate with fans and friends of fans.• Interactive and visual: status posts, photos, notes, links, applications• Twitter, Instagram and Yoututbe, etc.• News Feed or “Pages Feed”.
  • Pros Cons• Grow • Negative feedback• Feedback • Reputation (consumer perceptions)• Guide conversations • Can’t control conversation• Promotions • Managing and facilitating difficult with large following (labour intensive)Image Source: http://www.facebook.com
  • How can a business use Facebook?Click the images to take you to:https://www.facebook.com/video/video.php?v=10150195768648062https://www.facebook.com/Diesel?fref=ts
  • vs.• Minimal costs Websites • Costly website development• Easy to make a Page (low • Depending size and content time) • Professionals• Engaging • Timely to create• Consumer view • Informative• Advertisinghttps://www.facebook.com/Tiffanyhttp://www.tiffany.ca/
  • A feature on Facebook that uses your location to “check you in” to “PLACES” so your friends know where you are. It is beneficial for businesses because you can offer incentives for customers such a “Check-In Deals” and also to gain awareness. People can create a Place for your business before you. If so, your business can claim it. People cannot check-in to Pages.http://mapthis.net/wp-content/uploads/2010/08/Facbook-Places.jpg
  • Check-In Dealshttp://media.onsugar.com/files/2010/11/44/3/192/1922507/fe7957dc067efdb0_FacebookDeals.jpghttps://www.facebook.com/AirCanadaCentrehttps://www.facebook.com/AirCanada
  • It’s simple and quick! Click on“Create a Page” (which has multiplelocations all around the Facebookworld).Follow the easy steps.
  • https://www.facebook.com/business/build
  • After you’ve created your page, Facebook offers many tips and resources to help you market and grow your page.https://www.facebook.com/business/resources
  • -on-page shops -all-in-one social/shopping experience -require significant time investment -general consensus is that ROI is not significant enough to warrant implementationImage Source: http://www.miiduu.com/facebook-store
  • •require significant time investment •general consensus is that ROI is not significant enough to warrant implementationImage Source: http://mdmk2012.wikispaces.com/Opportunities+and+limitations+of+Facebook+as+an+eCommerce+platformhttp://www.aboutfacedigital.com/services/f-commerce/
  • • Used to measure specific targets and demographics to better meet marketing needs Effective tools, easily implemented Help engage with consumerImage Sources: http://www.vivid.com.cy/blog/omg-share-share-share/. http://mashable.com/2010/04/21/facebook-open-graph/
  • • Individual traffic to products outside of Facebook • “want” plugin, an extension of “like” plugin • An effective tool for connecting/engaging with consumersImage Source: http://scaleogy.com/facebook-to-add-want-button-for-a-social-commerce-kickhttp://www.connectioncafe.com/posts/2012/08-august/facebook-marketing-cheat.html
  • • Video chat and picture sharing app • Useful for product demonstrations, tutorials and customer service • Direct access to fansImage Source: http://allfacebook.com/poke-promo-message-iphone_b107392
  • • Impact, reach and engagement of posted content• Organic vs. Viral statistics• Demographic andgeographicinformationprovided
  • • Engagement can be monitored through each post • Provides basis for successful/engaging posts vs. unsuccessful posts • Gives direction towards what should be done nextImage Source: http://blog.kissmetrics.com/guide-to-facebook-insights/ http://www.uthguytech.com/blog/2010/12/the-facebook-question/
  • PageLever • Measure stats • Shows unread posts • Compare tags and posts • Create charts and PDFsImage Source: http://socialfresh.com/pagelever-data-facebook-insights/
  • BuddyMedia • Scans comments for potential customers • Measures and compares insights • Automated budget parametersImage Source: http://www.insidefacebook.com/2011/04/18/buddy-media-average-activity-per-hour/ http://www.nelsonbostock.com/nelson-bostock-wins-buddy-media/
  • SocialDon • Easily manage fan gates, promotions and coupons; monitors/measures engagement • Benchmarking vs. competitors • Completely freeImage Source: http://www.socialdon.com/blog/facebook-analytics-top-brands/ http://www.graphicdesignblog.org/socialdon-free-facebook-analytics/
  • Simply Measured • Beautiful charts in multiple formats • Useful for comparisons against other Social media pages and time frames • User friendly interfaceImage Source: http://www.geekwire.com/2012/klout-simply-measured-partner-twitter-influence-tracking/ http://simplymeasured.com/
  • EdgeRank • Tips and analytics for which updates generate more feedback • Measures and compares insights behind postsImage Source:http://www.mindjumpers.com/blog/2012/10/how-to-adjust-to-facebooks-changes-in-the-edgerank-algorithm/
  • Unilyzer • Measures traffic in and out of social media pages • Monitors and measures analytics • Simplified results for easier readingsImage Source: http://www.unilyzer.com/online-marketing-analytics-software-unilyzer/
  • Which one ranked the best?PageLever 8BuddyMedia 9SocialDon 8Simply 9MeasuredEdgeRank 5Unilyzer 6 *Ratings are on a 10 point scale
  • • Universal cross-web login • Allows businesses to access customers’ newsfeeds • Allows for engagement across the webImage Source: blogs.powerreviews.com http://www.jimmyco.com/the-facebook-connection-map/
  • • Facebook’s unique ability to leverage “Likes”• CPC vs. CPM (click/impression)• Different costs associated with countries• Target through phone OS, demographics or interests
  • • Search by interest • Opens advertising potential for psychographic, Borderline behavioural characteristics • Sorted by most “Likes”Image Source: http://www.businessinsider.com/financial-analyst-sees-graph-search-as-a-path-for-long-term-revenue-2013-1
  • • Umbrella term for interactive additions to pages • Enable useful promotional features (sweepstakes, surveys)Image Source: https://developers.facebook.com/blog/post/2012/07/09/app-center-global-rollout/ http://vocal.ie/facebook-app-center-arrives/
  • • Consumer or business-driven activities • Combined with promotions for effective appeal • Often overlooked by businessesImage Source: http://careers.queensu.ca/events.html http://kherize5.com/facebooks-new-event-pages/
  • • Competes with Craigslist and eBay• Allows consumers and businesses to sell and promote products to your friends or entire Facebook communityhttps://apps.facebook.com/marketplace/?fb_source=bookmark_apps&ref=bookmarks&count=0&fb_bmpos=3_0
  • • Created by users and businesses• Help support your business or product/brand• Can be public, closed or private• Discussion boards, photos, videos, calendars, mass messages, shared document creation• Like Google+ circles
  • • Free calls between Facebook users online (voice and video in Facebook chat) • iOS users also have free calling capability on the Messenger app (WiFi)https://www.facebook.com/videocalling/
  • Resources and programs that assist businesses and brands with marketingadvice and tool to succeed.
  • Works Cited• Virzi, Anna M. "Facebook Storefronts: Why Brands Fail." Search Engine Watch. Clickz, 25 Feb. 2012. Web. 18 Jan. 2013. <http://searchenginewatch.com/article/2155 124/Facebook-Storefronts-Why-Brands-Fail>.• Ente, Jeff. "The Beginners Guide to Facebook Commerce." Mashable. N.p., 14 Aug. 2011. Web. 18 Jan. 2013. <http://mashable.com/2011/07/14/facebook- commerce-guide/>.
  • Works Cited Cont’d"Terms." Facebook Inc. 18 Jan. 2013.<http://www.facebook.com/legal/terms>.Sullivan, Danny. "Survey: Facebook Best For B2CSales and Leads; LinkedIn For B2B."MarketingLand. 30 Aug. 2012. The Third Door Media Inc. 20Jan. 2013 <http://marketingland.com/survey-facebook-best-for-b2c-sales-linkedin-for-b2b-20219>.