事例に学ぶ、フェイスブック ファンページ (Facebook Fanpage)のベストプラクティスとは?

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1/17/2011に開催された、WOM Japanのセミナーのプレゼンテーション資料です。

米国ブランドを中心とした事例と、フェイスブック マーケティングや、フェイスブックのファンページ運営に関するヒントを盛り込んでおります。

twitter: @orinocogroup / @tokyopingu

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事例に学ぶ、フェイスブック ファンページ (Facebook Fanpage)のベストプラクティスとは?

  1. 1. Orinoco
  2. 2. http://about.me/emitakemuramiller
  3. 3.                      
  4. 4. Source:  Global  Web  Index  Annual  Report,  2011
  5. 5. Source:  Global  Web  Index  Annual  Report,  2011
  6. 6. 100   0   400   500   600   200   300   December-­‐04   April-­‐05   August-­‐05   December-­‐05   April-­‐06   August-­‐06   December-­‐06   April-­‐07   August-­‐07   December-­‐07   April-­‐08   August-­‐08   2008   100% December-­‐08   100 April-­‐09   2009 August-­‐09   66% December-­‐09   April-­‐10   2010   50% August-­‐10   December-­‐10  
  7. 7.                 Source:  Mashable  Media Source:  Global  Web  Index  Annual  Report,  2011
  8. 8. Source:  Global  Web  Index  Annual  Report,  2011
  9. 9.                  
  10. 10.                                  
  11. 11.   FB  deals)
  12. 12.   A C A U O S Social  Media  Marketing:  An  hour  a  day,  Dave  Evans
  13. 13.     Coca  Cola,  Oreo,  Skittles,  Pringles,  Monster   Energy,  Dr.  Pepper,  Starburst,  Nutella,   Rererro  Rocher,  Mountain  Dew       Starbucks,  Taco  Bell,  Target       Converse  All  Stars,  Victoria’s  Secret,  Zara,   Adidas  Originals,  Forever  21,  Hollister,   Burberry,  Nike/Nike  Football       Disney,  MTV,  Playstation,  X  box,  National   Geographic     Source:  Ignite  Social  Media   Facebook,  Youtube,  iTunes  
  14. 14. Top50 19   •  Monster  Energy,  Nutella,   Moutain  Dew,       •  Taco  Bell,  Target     •  BMW     •  Hollister,  Forever  21,   Burberry,  Nike/Nike   Football     •  Playstation,  X  box,   National  Geographic   Source:  Ignite  Social  Media
  15. 15. Engagement
  16. 16. Coca  Cola  vs.  Pepsi
  17. 17. Coca  Cola:  “Happiness,  Togetherness,  and   Pepsi:  “Choice  of  new  generation” Sharing”
  18. 18. Not  Focusing  Too  Much  on  
  19. 19. Engagement
  20. 20.       (     Step1                     Step2         Step3   R&D                 PDCA    
  21. 21. ;  15% ;  18% ;  15% 33%   ;  19%   7  
  22. 22.   Kraft:  Recipe  Assistant
  23. 23.  
  24. 24. Livepositively.com Refresheverything.com
  25. 25. Kohl 1000 +
  26. 26. :  Bing
  27. 27. Souhtwest   Make  a  Wish  Foundation   SW Make  a   Wish
  28. 28. Levis  and  JC  Penny Corona  Light
  29. 29. Back  to  School
  30. 30. Papa  John   R&D •    •    •    •    •      •    •  TV  CM  
  31. 31. Jamba  Juice
  32. 32.   Ford  Explorer      
  33. 33. E   Soap.com:  Amazon  Company
  34. 34. E   Target
  35. 35. E   1-­‐800-­‐Flowers.com       FB EC    
  36. 36. E   Satisfaction  Guaranteed
  37. 37. E   FatWallet.com Best  Deal Wish  List
  38. 38. jrank.main.jp
  39. 39. Uniqlo  
  40. 40. http://techwave.jp/archives/51440123.html
  41. 41. Facebook  Deals   lndividual     Gap:   
     Old  Navy:     Loyalty     American  Eagle:     Friend 
   Charity:   $1
  42. 42.  
  43. 43. KPI Altimeter  Group  and  Web  Analytics  Demystified:  Socialmedia  Analytics
  44. 44.       CRM         Pick  your  battle                 Pepsi  Refresh  =>               PDCA      
  45. 45.     Orinoco.jp  (web)  /   info@orinoco.jp  (mail) www.twitter.com/orinocogroup or   www.twitter.com/tokyopingu   www.facebook.com/orinocogroup
  46. 46. Facebook   KFS 1.    2.    3.    4.    5.    6.    7.    8.  Call  to  Action   The  8  success  Criteria  For  Facebook  Page  Marketing   Altimeter  Group,  July  27,  2010
  47. 47. Victoria’s  Secret               NY    
  48. 48.  
  49. 49. PR  
  50. 50.       CM  
  51. 51. 2nd Victoria’s  Secret  Pink   PINK     VSPInk.com EC VictoriasSecret.com
  52. 52. H&M        
  53. 53. Fashion  Studio   on  H&M  site
  54. 54. Bath&Body  Works    
  55. 55.   FB   PDF
  56. 56. 1-­‐800-­‐Flowers.com         FB EC    
  57. 57.  
  58. 58. Starbucks   VS        
  59. 59. Starbucks  Card
  60. 60. Starbucks  Frappuccino   Frappuccino    
  61. 61. Frappuccino.com MyGallery
  62. 62. iTunes
  63. 63. Youtube

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