Jeremiah Owyang on what you need for social success on Facebook.

1. LevelUp Your
Facebook
Strategy

2. With us today…
Jeremiah Owyang Katy Keim
Partner and Principal Analyst CMO
Altimeter Group Lithium
@jowyang @katykeim
#LithCast 2

3. Business hasn‟t changed, but the
customer has…..
22 hrs/week online Ave. Facebook 74% expect a A mere 17% of
5+ hrs/week user: 130 friends. response from consumers trust
in social media Ave. Twitter user: a company corporate or product
300 followers online in 1 hour advertising
#LithCast 3

4. Lithium Builds Brand Nations
Vibrant online communities full of passionate,
engaged social customers.
#LithCast 4

5. Customer example: Sephora
#LithCast 5

6. why Lithium?
Deep Rich Social
Engagement Analytics Success
Identify and cultivate Optimize social investments Drive real ROI –
superfans in Facebook and with performance data, measured in $ millions by
across your website benchmarking, social media many of our customers
monitoring, and more
#LithCast 6

7. 7
Facebook Page Marketing
The 8 Success Criteria
Jeremiah Owyang
Partner, Altimeter Group

8. Agenda
• Connecting to Customers
• Research Methodology
• The 8 Criteria
• What we found
• Recommendations
#LithCast
© 2010 Altimeter Group

9. 9
More people visit Facebook than Yahoo!
Source: Compete.com (January 2010)
© 2010 Altimeter Group

10. Facebook Tops 750 Million
Active Users
#LithCast
© 2010 Altimeter Group

11. 11
Research: Ecosystem
Contributors
• Vendors and Agencies
360i, AKQA, Awareness, The Community Roundtable, Context Optional, Digital
Evolution Group, Edelman Digital, Facebook, Gigya, Horn Group, Inside Facebook,
Janrain, KickApps, Lithium, LiveWorld, Ogilvy‟s 360° Digital Influence, Razorfish,
RockYou, SHIFT Communications, Spredfast, StepChange Group, a Powered
Company, Vitrue and Wildfire Interactive.
• Individual Contributors
David Armano, David Berkowitz, Bert DuMars, Charlene Li, Dave McClure, Annie
Noll, Shiv Singh, Adam Smith, Justin Smith, Jason Sullivan, and Anita Wong.
#LithCast
© 2010 Altimeter Group

12. 12
Research Methodology
Altimeter Group
conducted research and
gleaned input from 34
contributors to determine
eight success criteria
and develop a roadmap
for Facebook page best
practices.
Report available online: http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing
Appendix contains supplemental slides from report
© 2010 Altimeter Group

13. 13
 Altimeter Group‟s “The 8 Success Criteria for
Facebook Page Marketing” was shared on the
official Facebook PR page and has been viewed
over 47,000 times:
#LithCast
© 2010 Altimeter Group

14. 14
Research Contributors (Partial)
 360i  KickApps
 AKQA  Lithium
 Awareness  LiveWorld
 The Community Roundtable  Ogilvy‟s 360° Digital Influence,
 Context Optional  Razorfish
 Digital Evolution Group  RockYou
 Edelman Digital  SHIFT Communications
 Facebook  Spredfast
 Gigya  StepChange Group, a Powered
Company
 Horn Group
 Vitrue
 Inside Facebook
 Wildfire Interactive
 Janrain
#LithCast
© 2010 Altimeter Group

15. 15
Eight success criteria: 1-4
Criteria Description
1. Set Community Expectations Clearly articulate 1) what the customer should
expect from the company (e.g. what the company
will post about) and 2) what the company expects
from the customer (e.g. what's appropriate, what's
not, and what can be enforced).
2. Provide Cohesive Branding Match the overall brand experience of the
company, so it is is familiar to followers and
differentiates the page.
3. Be Up To Date Update content, at the minimum, within the last 2
weeks so that new users see that the company is
present.
4. Live Authenticity Personalize interactions by giving a "human" touch
to your Facebook page.
#LithCast
© 2010 Altimeter Group

16. 16
Eight success criteria: 5-8
Criteria Description
5. Participation in Dialog Engage with followers in a two-way dialog,
reflecting customer behaviors in this medium and
enabling word of mouth through news feed
updates.
6 Enable Peer-to-Peer Encourage peer to peer communications between
Interactions followers who are "following" the company, so that
the company can scale.
7. Foster Advocacy Encourage followers to share content with others
that are not already "following" the company.
8 Solicit a Call-to-action Have a clear and immediate call to action which
invites the customer to "take the next step."
#LithCast
© 2010 Altimeter Group

17. 1) Set Community Expectations
• Clearly Articulate Expectations to Reduce
Confusion and Abuse.
• Second, brands must explain what they
expect from fans: Community Guidelines,
Terms of Use, or a Moderation Policy.
#LithCast
© 2010 Altimeter Group

18. Chevron sets expectations with
policy
#LithCast
© 2010 Altimeter Group

19. 19
Best Practices: Set Community Expectations
#LithCast
© 2010 Altimeter Group

20. 2) Provide Cohesive Branding
• Create a Holistic Experience that Matches
the Brand.
• Complete profile information, and upload
branded logos, maximizing the real estate
that Facebook pages allow in profile
pictures.
• Extend to tabbed experiences
#LithCast
© 2010 Altimeter Group

21. Four Seasons extend brand to
Facebook experiences and tabs
#LithCast
© 2010 Altimeter Group

22. 22
Best Practices: Cohesive Branding
The SAP logo, a completed
profile page, and multiple tabs
with consistent branding
provide a familiar brand
experience for new visitors.
© 2010 Altimeter Group

23. 3) Be up to date
• Keep Interaction High with Fresh, Timely Content.
• Create a a content calendar. This “ensure[s] you
have the right mix of conversational and
promotional posts, and you are keeping the
content fresh for your fans.”
• Post content following the 80/20 rule: 80% of
content should be informational, educational, or
have entertainment value. Only 20% of content
should be specifically about the brand‟s product or
services. (Vitrue)
#LithCast
•
© 2010 Altimeter Group

24. 24
Conduct Analysis on What
Works
Data from Buddy Media: http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
© 2010 Altimeter Group

25. 4) Live Authenticity
• Build Trust by Personalizing Interactions
with a “Human Touch.
• Posts should be written in first person,
using a conversational tone.
• Show human profile pictures, images, and
real names
#LithCast
© 2010 Altimeter Group

26. 26
Best Practices: Dialog & Live Authenticity
This post from Axe is
conversational – an All posts, including this one,
interesting topic is chosen, are signed with the name of
and a question is asked. the community manager.
The community manager
engages in conversation – in
this case, Jennie Averbook.*
*Note: If engagement is done this way, the community manager must be clearly disclosed as such.
© 2010 Altimeter Group

27. 5) Participate in Dialog
• Connect with Customers by Fostering
Two-Way Dialog
• To foster two-way dialog, interact heavily
with fans in existing discussions and
create your own.
• Remember, each time a fan comments on
a brand‟s Facebook page, that interaction
is be shared with an average of 130
friends. #LithCast
© 2010 Altimeter Group

28. 28
Best Practices: Participate in Dialog
SAP responds regularly to fan
comments, photos, and in discussion
boards – in meaningful ways beyond
simple fan recognition.
© 2010 Altimeter Group

29. 6) Enable Peer-To-Peer
Interactions
• Harnessing the crowd‟s energy helps reduce
costs and improves the experience for fans.
• Seek third party discussion apps, with a
moderator and recognition features, leverages
the crowd to support itself.
• Providing positive peer-to-peer experience
requires a community policy, as well as trained
community managers who are ready to monitor
in real time.
#LithCast
© 2010 Altimeter Group

30. Pampers fosters conversations with
Q&A
#LithCast
© 2010 Altimeter Group

31. 7) Foster Advocacy
• Prospects trust customers more than they trust brands, so
promoting advocacy is an essential strategy.
• Because customer to prospect recommendations often
occurs organically, it‟s also a lower cost channel.
• Start by simply asking existing fans to suggest the page to
others or “like” a wall post, “voting on something, „sounding
off‟ on something, sharing videos or photos,
• Advocacy is the most difficult of all marketing objectives
because brands don‟t have direct control over fans. It‟s a
dual edged sword as negative messages can quickly
spread.
#LithCast
© 2010 Altimeter Group

32. Kohl‟s asks customers to share their
savings “Raise your receipt” contest
#LithCast
© 2010 Altimeter Group

33. 33
Best Practices: Advocacy
Honda and Hallmark provide
an easy, relevant way to
share experiences and
connect with others.
© 2010 Altimeter Group

34. 8) Solicit a Call to Action
• Bring it Back to Business and Provide a Succinct
Next Step.
• Start with simple, yet immediate call to actions on
your landing page and wall page, sign up for deals,
exclusives or to learn more.
• Integrate existing e-commerce experiences that are
in line with the community.
• Remember, this is an opt-in channel, they‟ve
demonstrated interest in your brand, just ensure the
focus is on them –not just pushing products.
#LithCast
© 2010 Altimeter Group

35. 35
Best Practices: Call-to-action
Hallmark provides simple (sign-
ups) and more advanced (shop)
calls-to-action. Commerce
application by Alvenda
© 2010 Altimeter Group

36. Target inserts ecommerce photo
printing right into the experience.
#LithCast
© 2010 Altimeter Group

37. 37
Scoring by Criteria
1: Set Community 5: Participate in Dialog
Expectations Average Score: 3.10
Average Score: 2.08 6: Enable Peer-to-Peer
2: Provide Cohesive Interactions
Branding Average Score: 2.03
Average score: 3.90 7: Foster Advocacy
3: Be Up To Date Average Score: 2.27
Average Score: 5.00 8: Solicit a Call to Action
4: Live Authenticity Average Score: 2.45
Average Score: 2.87
#LithCast
© 2010 Altimeter Group

38. 38
#LithCast
© 2010 Altimeter Group

39. 39
Retail and CPG scores Adolescence, Luxury
Immature
© 2010 Altimeter Group

40. Summary
• Put aside your read-only playbook and tap into two-way social
marketing. Simple starts Facebook Events to promote physical
meetings also results in word of mouth and community interaction
• Bolster your Facebook pages with applications from third parties.
Instead, add features from third party applications that enhance
interactions, discussions, or utility. (see report)
• Connect the Facebook experience with existing efforts, like your
corporate website. Skip „linking away‟ and start „aggregating‟ FB
discussions
• Measure and analyze based on business goals – not by fans or
“likes.” Brands must measure based on business goals use real KPI
formulas by referencing Altimeter Group‟s research on Social Marketing
Analytics.
• Reduce Risk: Use this scorecard as your long-term roadmap. Use
these Eight Success Criteria as a roadmap for your own Facebook
page efforts
#LithCast
© 2010 Altimeter Group

41. 41
THANK YOU
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
With assistance from Christine Tran, Researcher
#LithCast
© 2010 Altimeter Group

42. 42
About Us
Altimeter Group is a Silicon Valley-based strategy research and
consulting firm that provides companies with a pragmatic
approach to disruptive technologies. We have four areas of
focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
#LithCast

43. Social media marketing challenges
Fickle Low Limited No Reputation
Fans Engagement Measurement or Superfans
Growth slowing Fleeting Limited success No influencer
conversations metrics identification
High attrition rate
Likes only Content decay No performance No user differentiation
Limited interaction metrics
styles
#LithCast 43

44. your Facebook strategy
Increase ● Use apps to generate compelling content
Engagement ● Drive repeat visits
● Use gaming mechanics to create superfans
Build Loyalty ● Recognize top contributors to reward behavior
● Curate content to increase relevancy
● Increase superfans and influencers
Measure ● Generate valuable ideas and answered questions
Success ● Improve SEO and call deflection
● Improve activity levels, sentiment, and buzz
#LithCast 44

45. your Facebook strategy
Fast and Easy Deep Engagement Comprehensive
Facebook App Creation Tools Analytics
Contests
Ideas
Q&A
#LithCast 45

46. Facebook ACTivity score
FACTs is a measure of
brand‟s investment and its
level of engagement with
their customers on
Facebook:
• fan pages
• company posts
• custom apps on fan pages
• engagement on apps
• fans collected
• fan posts
• likes on wall posts
#LithCast 46

47. Q&A
Jeremiah Owyang Katy Keim
Partner and Principal Analyst CMO
Altimeter Group Lithium
@jowyang @katykeim
#LithCast 47

48. Sept 14 – Oct 19
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Orange County
enough. 
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Washington DC
Amsterdam
Join us for the Lithium Likes to Loves  Chicago
World Tour in your favorite city and  London
find out how to turn your social  Dallas
customers into a brand nation.  Sydney
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Register now!
http://www.lithium.com/conference/likestoloves/
#LithCast 48