Your SlideShare is downloading. ×
0
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
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
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
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
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Facebook for Business
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Facebook for Business

1,086

Published on

A how-to guide for businesses leaders and executives

A how-to guide for businesses leaders and executives

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,086
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Confidential and Proprietary©
  • The Social NetworkRead: The Facebook Effect by David Kirkpatrick
  • Confidential and Proprietary©
  • Confidential and Proprietary©
  • Transcript

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

    ×