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Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
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Facebook for Business
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Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
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Facebook for Business
Facebook for Business
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Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
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Facebook for Business
Facebook for Business
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Facebook for Business

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A how-to guide for businesses leaders and executives

A how-to guide for businesses leaders and executives

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  • Confidential and Proprietary©
  • The Social NetworkRead: The Facebook Effect by David Kirkpatrick
  • Confidential and Proprietary©
  • Confidential and Proprietary©
  • Transcript

    • 1. Starting Shortly…
      Archive of all presentations:
      www.asiadigitalmap.com/training
      Password: socialat
      Internal Training Only – Not For Clients
    • 2. Facebook For Business
      A How To Guide For Business Leaders and Executives
      February 18, 2011
      © Confidential and Proprietary – Do Not Release
    • 3. Questions and Comments
      #360DI
      or
    • 4.
    • 5. #ogilvy
      Twitter hashtag
    • 6. Speakers
      Brian Giesen | @bdgiesen
      Regional Director, Sydney
      Ogilvy 360°Digital Influence
      @ThomasCrampton
      Asia-Pacific Director
      Ogilvy 360°Digital Influence
    • 7. ARE YOU READY
      ARE YOU READY
      Facebook for Business
      ARE YOU READY
      The APAC Landscape (Stats & Stuff)
      Getting Prepared
      7 Deadly Sins of Facebook Marketing
      Creating a Facebook Strategy
      ARE YOU READY
    • 8. Facebook for business
      The APAC Landscape
    • 9.
    • 10.
    • 11.
    • 12. 420 Million
      Chinese Internet Users
      75 Million
      kaixin001 Users
      150 Million
      Renren Users
      300 Million
      Qzone Users
      160 Million
      51.com Users
    • 13. Number of Facebook Users
      Indonesia
      Philippines
      India
      Malaysia
      Taiwan
      Thailand
      Hong Kong
    • 14. Number of Facebook Users
      Indonesia
      Philippines
      India
      Malaysia
      Taiwan
      Thailand
      Hong Kong
    • 15. Portion of National Population on Facebook
    • 16. Portion of Online Population on Facebook
      50%
    • 17. 8.19 hours
      Average time Australians spend on Facebook per month*
      19 of 20
      Minutes spent on Facebook are spent in the newsfeed**
      *SOURCE: Nielsen Australia, March 2010
      ** SOURCE: Buddy Media, January 2011
    • 18. 34%
      Of online Australians have followed or joined a company, brand or product
      Of Australians have watched an online video about a product or service.
      63%
      *SOURCE: Nielsen Australia, March 2010
    • 19. Search
      The new home page, shelf space & front page
      90%
      Of people start their Internet session on a search engine.
      SOURCE: Nielsen Australia, March 2010
    • 20. 14%
      Trust Advertisements
      86%
      Trust the opinions of other Australians
      for product/service recommendations
    • 21. 7
      The 7 Deadly Sins
      ofFacebook Marketing
    • 22. #1: abandonment
      • Creating a fan page, inviting people, and then abandoning the page
      • 23. Often created around specific ad or PR campaigns, or one-off events
    • #2. irregularity
      • Posting infrequently or irregularly, leaving fans guessing
      • 24. Daily posting is a key ingredient to success
    • #3: verboseness
      • Wordy wall posts that don’t have a clear call to action turn people off
      • 25. Sprinkle in short, relevant questions geared to “start” conversations
      • 26. Use photos & video
    • #4. Canned Responses
      • Using the same canned responses to fans over and over
      • 27. “Thank you for your message, please email us here for more information”
    • #5: anarchy
      • No moderation of the page or rules by the business/brand
      • 28. Spammers, profanity & unrelated marketers rule the fan page
    • #6: isolation
      • Multiple, independent pages setup for a business
      • 29. What happens on a Facebook tab stays on a Facebook tab!
    • #7. ambiguity
      • No clear purpose for the page
      • 30. Inconsistent “voice”
      • 31. Impossible to measure
    • 7 Deadly Sins of Facebook Marketing
      >
      01. Abandonment: Be committed beyond a campaign.
      02. Irregularity: Develop a daily “conversation calendar”.
      03. Verbosity: Have a point. Ask a question. Use video & images.
      04. Canned Responses:Tailor responses, don’t copy/paste.
      05. Anarchy: Draft a guidebook & post “house rules”.
      06. Isolation: Collaborate. Focus on getting onto walls & feeds.
      07. Ambiguity: Start with your business objective. Tell people.
    • 32. Facebook for business
      Building a Facebook Strategy
    • 33. 4 Elements of a Successful Facebook Strategy
      3. ADD SCALE
      • Use Facebook engagement ads
      • 34. Leverage an event or a great PR idea
      • 35. Cross-promote the Facebook page in other advertising (radio, TV, newspapers, billboards).
      4. MEASURE
      • Pre-define KPI’s upfront based on your objectives
      • 36. Use Facebook Insights to really understand your fans and what they want.
      1. SETUP
      • Define your business objective
      • 37. Develop the social media voice for your business
      • 38. Setup the page & register a custom URL for your business name.
      2. DRIVE ACTION
      • Invite feedback in your daily updates
      • 39. Host contests and special promotions
      • 40. Provide fans with exclusive content
      • 41. Offer engaging, interactive content
    • 4 Elements of a Successful Facebook Strategy
      1. SETUP
      • Define your business objective
      • 42. Develop the social media voice for your business
      • 43. Setup the page & register a custom URL for your business name.
      • 44. Go to: http://www.facebook.com/pages/create.php to create your page.
      • 45. Choose the right category and follow the instructions
      • 46. When you have 25 fans, customise your URL by visiting: http://www.facebook.com/username
    • Example Business Objective:Improve Recruitment & Employee Collaboration
    • 47. The “Green Room”
      • Live video blog
      • 48. Every Friday streamed via Facebook
    • 4 Elements of a Successful Facebook Strategy
      2. DRIVE ACTION
      • Invite feedback in your daily updates
      • 49. Host contests and special promotions
      • 50. Provide fans with exclusive content
      • 51. Offer engaging, interactive content
      Step 1: Six-Month Calendar
      Brand campaigns, awareness months, planned launches (new applications, video series, summer-long promotion).
      Step 2:Weekly Calendar
      Everyday Engagement from the Conversation Manager.
    • 52. Example Promotion:Ford Falcon Ultimate Experience Contest
    • 53. Facebook Photo Contest
      • Ford Falcon Fan Page
      • 54. Submit Your Falcon Memory
      • 55. 500+ photos submitted
      • 56. 7,000+ new fans
    • 4 Elements of a Successful Facebook Strategy
      3. ADD SCALE
      • Use Facebook engagement ads
      • 57. Leverage an event or a great PR idea
      • 58. Cross-promote the Facebook page in other advertising (radio, TV, newspapers, billboards).
    • Insight & Idea
      By traditional research and listening through social media, we found that parents in Hong Kong love sharing photos of their babies on the social web. Hong Kong babies are stars to their parents, this campaign gives them a chance to share that dream!
      We use the social platform as a channel for submission, and feature the 60 most popular baby photos on 10 bus bodies around Hong Kong.
    • 59. Week 1
      FB Ads
      Banners on a parenting forum
      SMS and eDMs to existing Huggies consumers
      TVC will be up on week 2
    • 60. Example: Launching a ProductLeveraging a Great PR Idea & Facebook Ads
    • 61.
    • 62. 4 Elements of a Successful Facebook Strategy
      4. MEASURE
      • Pre-define KPI’s upfront based on your objectives
      • 63. Use Facebook Insights to really understand your fans and what they want.
      VB Facebook Fan Page
      • 4-5PM is the most active hour
      • 64. Based on Facebook Insights data
      • 65. Drives the conversation calendar
    • 4 Elements of a Successful Facebook Strategy
      3. ADD SCALE
      • Use Facebook engagement ads
      • 66. Leverage an event or a great PR idea
      • 67. Cross-promote the Facebook page in other advertising (radio, TV, newspapers, billboards).
      4. MEASURE
      • Pre-define KPI’s upfront based on your objectives
      • 68. Use Facebook Insights to really understand your fans and what they want.
      1. SETUP
      • Define your business objective
      • 69. Develop the social media voice for your business
      • 70. Setup the page & register a custom URL for your business name.
      2. DRIVE ACTION
      • Invite feedback in your daily updates
      • 71. Host contests and special promotions
      • 72. Provide fans with exclusive content
      • 73. Offer engaging, interactive content
    • Facebook for business
      Resources to implement your strategy
    • 74. 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/
    • 75. 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
    • 76. Any Questions?
      Archive of all presentations:
      www.asiadigitalmap.com/training
      Password: socialat
      Internal Training Only – Not For Clients
    • 77. Launch of Facebook Deals
      Australia, Singapore, Hong Kong
      February 16, 2011
      © Confidential and Proprietary – Do Not Release
    • 78. Facebook For Business
      Some of the most active Facebook markets in the world, Hong Kong, Singapore and Australia have penetration levels rivaling the United States.
      In several months, Facebook will launch Deals, a function that allows users to receive rewards for checking-in to locations. (This is Confidential)
      Ogilvy has partnered with Facebook to find select clients for a groundbreaking social media campaign in these markets.
      Details: social@ogilvy.com
    • 79. Some of our US launch partners
    • 80. 10,000
      free pairs of jeans
      “It’s a great traffic driver”
      Financial Times
    • 81. $1 Million
      Free Hotel Rooms
      In
      VEGAS
      The Palms in Las Vegas gave a third night free
    • 82. North Face donated $1 to the National Park Service for every check-in
    • 83. Become a launch partner
      Launch partner perks:
      • Free Press Coverage
      • 84. Exclusive bulk upload feature
      • 85. Enhanced image - early adopter
      • 86. More customers
      What we are looking for:
      • 1 Compelling Offer
      • 87. Complete launch steps within two weeks
      • 88. Flexibility around
      launch date
      • NDA signed
      • 89. $50K USD media spend to drive awareness of the deal
    • Some Compelling Check-in Rewards
      24 Hour Fitness: Donating $1 to Kaboom to support children's health for everyone who checks in to its fitness clubs.
      American Eagle Outfitters: Offering 20 percent off.
      Chipotle: Giving its Facebook guests two entrees for the price of one. 
      Gap: Giving blue jeans to the first 10,000 customers to claim their deal.
      H&M: Offering 20 percent off.
      JCPenney: Giving $10 off any $50 purchase.
      Lululemon: Sharing the gift of yoga by giving guests a pass to a local yoga studio.
      Macy's: Offering 20 percent off select merchandise.
      McDonald's: Giving $1 per customer to the Ronald McDonald House Charities.
      North Face: Donating $1 to the National Park Foundation for every person who checks in at a North Face store or National Park.
      REI: Donating $1 to a local conservation non-profit when you visit its stores.
      San Francisco 49ers: Giving to the first 200 fans who check in the opportunity to buy tickets to a subsequent football game for just (you guessed it) $49.
      Starbucks: Donating $1 per guest to Conservation International
    • 90. Next steps
      Email social@ogilvy
      Develop a compelling deal
      Sign NDA
      Complete bulk upload sheet
      Plan logistics
      Launch!
    • 91. Getting your business ready
      How to create a great in-store experience:
      Cover logistics
      Be proactive – think of situations that could arise ahead of time
      Build out Facebook Place or Page content
      Put yourself in your customers’ shoes
      Be ready for the demand
      Prepare for scale
      Market your deal
    • 92. How to: Win 20,000 target consumers’ hearts in 72 hours
    • 93. Objective
      Create a friendly platform where parents can share happiness and joy with other Hong Kong parents
    • 94. Insight & Idea
      By traditional research and listening through social media, we found that parents in Hong Kong love sharing photos of their babies on the social web. Hong Kong babies are stars to their parents, this campaign gives them a chance to share that dream!
      We use the social platform as a channel for submission, and feature the 60 most popular baby photos on 10 bus bodies around Hong Kong.
    • 95. Simple Mechanism
    • 96. 1
      Land on Huggies exclusive Fan Page, only users who “Like” Huggies can see content or participate.
    • 97. 2
      Details and joining instructions come up after user Likes Huggies Page
    • 98. 3
      Campaign rules along with submission form shows up after clicking “Join Now”
    • 99. 4
      Manually uploaded by Huggies Facebook team after assessing quality
    • 100. 5
      Participants, friends, and other baby lovers can start browsing cute submissions and vote!
    • 101. Integration
    • 102. Week 1
      FB Ads
      Banners on a parenting forum
      SMS and eDMs to existing Huggies consumers
      TVC will be up on week 2
    • 103. Results (so far)
    • 104. In less than 4 days…
      Broke Hong Kong Facebook Page History and about to hit 20,000 fans in 3.5 days after launch.
      In average 1 photo submission every 2 minutes since 1st day of launch.
    • 105. In less than 4 days…
      Participants creating personal Facebook Event Invites to invite friends to vote.
      Forum mentions about Huggies campaign
      Mentioning from blogs and microblogs
      Tons of mentioning on industry magazines and top 5 most popular story on Campaign China
    • 106. Competitors and other pages
      Pampers’ 6 months old page struggles to get to 4,000 fans. We overtake them in 2 days.
    • 107. And more to come…
    • 108. Launch of Facebook Deals
      Australia, Singapore, Hong Kong
      February 16, 2011
      © Confidential and Proprietary – Do Not Release
    • 109. Facebook For Business
      Some of the most active Facebook markets in the world, Hong Kong, Singapore and Australia have penetration levels rivaling the United States.
      In several months, Facebook will launch Deals, a function that allows users to receive rewards for checking-in to locations. (This is Confidential)
      Ogilvy has partnered with Facebook to find select clients for a groundbreaking social media campaign in these markets.
      Details: social@ogilvy.com
    • 110. Some of our US launch partners
    • 111. 10,000
      free pairs of jeans
      “It’s a great traffic driver”
      Financial Times
    • 112. $1 Million
      Free Hotel Rooms
      In
      VEGAS
      The Palms in Las Vegas gave a third night free
    • 113. North Face donated $1 to the National Park Service for every check-in
    • 114. Become a launch partner
      What we are looking for:
      • 1 Compelling Offer
      • 115. Complete launch steps within two weeks
      • 116. Flexibility around
      launch date
      • NDA signed
      • 117. $50K USD media spend to drive awareness of the deal
      Launch partner perks:
      • Free Press Coverage
      • 118. Exclusive bulk upload feature
      • 119. Enhanced image - early adopter
      • 120. More customers
    • Some Compelling Check-in Rewards
      24 Hour Fitness: Donating $1 to Kaboom to support children's health for everyone who checks in to its fitness clubs.
      American Eagle Outfitters: Offering 20 percent off.
      Chipotle: Giving its Facebook guests two entrees for the price of one. 
      Gap: Giving blue jeans to the first 10,000 customers to claim their deal.
      H&M: Offering 20 percent off.
      JCPenney: Giving $10 off any $50 purchase.
      Lululemon: Sharing the gift of yoga by giving guests a pass to a local yoga studio.
      Macy's: Offering 20 percent off select merchandise.
      McDonald's: Giving $1 per customer to the Ronald McDonald House Charities.
      North Face: Donating $1 to the National Park Foundation for every person who checks in at a North Face store or National Park.
      REI: Donating $1 to a local conservation non-profit when you visit its stores.
      San Francisco 49ers: Giving to the first 200 fans who check in the opportunity to buy tickets to a subsequent football game for just (you guessed it) $49.
      Starbucks: Donating $1 per guest to Conservation International
    • 121. Next steps
      Email social@ogilvy
      Develop a compelling deal
      Sign NDA
      Complete bulk upload sheet
      Plan logistics
      Launch!
    • 122. Getting your business ready
      How to create a great in-store experience:
      Cover logistics
      Be proactive – think of situations that could arise ahead of time
      Build out Facebook Place or Page content
      Put yourself in your customers’ shoes
      Be ready for the demand
      Prepare for scale
      Market your deal
    • 123. THANK YOU!
      Brian Giesen
      Regional Director
      360° Digital Influence
      Ogilvy Public Relations
      p 02 8281 3853
      e brian.giesen@ogilvy.com.au
      t @bdgiesen


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      Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter.


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