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Facebook for Business - BoQ


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My presentation to BoQ (Bank of Queensland) customers on the Sunshine Coast on Wednesday 9th February 2011.

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Facebook for Business - BoQ

  1. 1.<br /><br /><br />
  2. 2. You can buy attention (advertising);<br />you can beg for attention from the media (PR).<br />You can bug people one at a time to get attention (sales).<br />Or you can earn attention by creating<br />something interesting and valuable<br />and then publishing it online for free.”<br />David Meerman Scott<br />
  3. 3. About Me and why I think I'm qualified to talk on this subject..<br />Director of TwoCents Group<br />Creative marketing & advertising agency<br />    Branding<br />    Graphic Design<br />    Marketing Consultancy<br />    Advertising Campaigns<br /> Social Media <br />Background<br /> Consumer behaviour<br /> FMCG goods<br /> Retail<br /> Promotions<br /> Social networking <br /> <br />
  4. 4. What is social media?<br />Accessible.<br />Scalable.<br />Interactive.<br />Usability.<br />Recency.<br />Creation & exchange of user-generated content.<br />Technology + social interaction = value<br />
  5. 5. Social Media Illusions<br />It's free.<br />Build it and they will come. <br />My customers want to engage with my business<br />I don't have a message.<br />Just for kids.<br />It's the answer to my business woes.<br />It can stand on its own as a communication tool.<br />Fool-proof.<br />
  6. 6. Some Facts About Facebook<br />Founded by Mark Zuckerberg. Estimated personal wealth of $4 billion aged 26. <br />2nd most popular website in the world ( <br />500 million active users; if Facebook were a country it would be the 3rd most populated in the world<br />50% log-in on any given day<br />Average user has 130 friends<br />500 billion minutes per month are spent on Facebook<br />Average user is connected to 60 pages or groups or events<br />Average user creates 70 pieces of content per month<br />70 translations available<br />One million external websites are integrated with Facebook<br />70% users are outside US<br />7.7 million users in Australia; 44% male, 56% female<br />Facebook accounts for 29% of all time spent online by Australians, <br />In October 2009, Australian users spent 27.2 hours online - 7.55 of which were spent on Facebook,In the same month, Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ and 45 million ‘status updates’. <br />Australia leads the world in time spent on social media sites.  <br />"The web is at a really important turning point right now. Up until recently, the default on the web has been that most things aren’t social and most things don’t use your real identity. We’re building toward a web where the default is social.” Mark Zuckenberg<br />
  7. 7. Important Facts About Facebook<br />7.7 million users in Australia; 44% male, 56% female<br />Facebook accounts for 29% of all time spent online by Australians, <br />Oct 09: Australian users spent 27.2 hours online - 7.55 of which were spent on Facebook,<br />Oct 09: Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ + 45 million ‘status updates’. <br />Australia leads the world in time spent on social media sites. <br />
  8. 8. Just for Young People?<br />Top age demographics in Australia: 29.3% are 25-34; 28.8% are 18-24. 15% are over 45.<br />Between April 2009 & May 2010, social networking use among internet users ages 50-64 grew by 88% from 25% to 47%.<br />During the same period, use among those ages 65 and older grew 100% - from 13% to 26%.<br />One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago.<br />Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009.<br />1 in 10 users ages 50+ now say they use Twitter or another service to share updates about themselves or see updates about others.<br />
  9. 9. Why Is Facebook So Important?<br />
  10. 10.
  11. 11. People Trust Their Friends<br /> <br /> <br /> <br /><br />
  12. 12. My Friends<br />My info<br />My Wall<br />Adverts<br />Chat<br />
  13. 13. News Feed<br />Navigation<br />My friends<br />Update<br />Events<br />
  14. 14. What is a Business Page?<br />Businesses, organisations and brands can reach consumer base without the detail of a personal page<br />Different from personal page – communication balance<br /><ul><li>Pages can ‘share to all’ via a wall
  15. 15. Send messages via an ‘update’
  16. 16. Insights available on follower profiles
  17. 17. Page can’t see personal details
  18. 18. Much more customisable
  19. 19. Linkable to actual locations via Facebook Places</li></ul> <br />Pages are created by anyone or anything:<br />Major brands<br />Companies<br />Celebrities<br />Do NOT use a personal page as a business page:<br />Facebook WILL delete you!<br />
  20. 20.
  21. 21. Linked to Places<br />What we like<br />
  22. 22. Places<br /><ul><li>Control your business profile
  23. 23. Geo-location
  24. 24. Develop offers
  25. 25. Smartphone required
  26. 26. Find out where your friends are
  27. 27. Share experiences</li></li></ul><li>
  28. 28. Deals<br /><ul><li>Offer deals across multiple locations
  29. 29. Control centrally
  30. 30. Individual deals
  31. 31. Loyalty deals
  32. 32. Friend deal
  33. 33. Charity deal</li></li></ul><li>
  34. 34.
  35. 35. Why Do People Interact?<br />70% of fans don’t think that becoming a fan equates to opting in to marketing<br />40 percent to receive discounts and promotions<br />39 percent to show my support for the company to others<br />34 percent to stay informed about the activities of the company<br />33 percent to get updates on future products<br />30 percent to get updates on upcoming sales<br />29 percent for fun or entertainment<br />25 percent to get access to exclusive content<br />21 percent to learn more about the company<br />
  36. 36. When Do People Interact?<br />65% access site when not at work or school:<br />i.e. early morning or evening.<br />CTR by sex:<br />Female: 56%<br />Male:     44%<br />CTR by age: <br />13-17:   40% 18-24:   30% 25-34:   14%35-44:   10%45-54:   4%55-plus: 2%<br />These numbers might be higher. ViTrue CEO Reggie Bradford explained in August, "If a site has 100 fans and your wall post gets five clicks, that's a 5% CTR. But if you assume only about 20% of those folks actually saw the post, it's really a 20% click-through rate.<br />
  37. 37. Number of comments and likes per impression<br />Number of times it appeared to an eyeball on your wall and wall of fans<br />
  38. 38. ROI<br />
  39. 39.
  40. 40.
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  42. 42.
  43. 43.
  44. 44.
  45. 45. The Result Of A Good Page<br />
  46. 46. The Result Of A Good Page<br />
  47. 47. The Results<br />Money: fans spend more!<br />Longevity: 28% more likely to continue using a specific brand<br />Loyalty (Dessert Gallery, Houston)<br /><ul><li>Made 36 percent more visits to DG’s stores each month.
  48. 48. Spent 45 percent more of their eating-out $ at DG.
  49. 49. Spent 33 percent more of their TOTAL $ at DG’s stores.
  50. 50. Had 14 percent higher emotional attachment to the DG brand.</li></ul> <br />Data: contacts and info; insights and demographics<br />Brand Awareness<br />Feedback & Reputation Management<br />Recommendations<br /><ul><li>41% more likely than non-fans to recommend a product they are a fan of.
  51. 51. Average fan = participate with a brand 10 times a year + will make 1 recommendation
  52. 52. Active fan = participate 30 times + make 10 recommendations.</li></ul>Data from Syncapse & Rice University’s Jones Graduate School of Business<br />
  53. 53. Insights<br />
  54. 54.
  55. 55.
  56. 56.
  57. 57. 12 Tips<br />Have a Plan! Set Objectives!<br />Know Your Message<br />Help People Find You<br />Constant & Relevant Communication<br />Get Everyone Involved<br />Listen! And Reply! <br />“A vocal minority, but an audible majority” <br />Be a Resource<br />Welcome Page<br />Develop Tabs<br />BIG QUESTION: How often do I post?<br />
  58. 58. Applications<br />Applications are a massive growth area for Facebook pages<br /><br />Some of the best:<br />MiproApps – customise your landing page<br />Tabfusion<br />NorthSocial<br />Static520<br />PageModo<br />Wildfire – quizzes, contests, coupons, sign-up forms<br />Payvment – online shop<br />
  59. 59.
  60. 60. Events!<br />
  61. 61.
  62. 62. How Many Fans Should I Have?<br />Dessert Gallery had 13,000 active visitors in a month and attracted 5% as fans on Facebook.<br />Quality over quantity – Objectives?<br />Aim is to build VALUABLE relationships, not just relationships<br />“It’s more difficult to unsubscribe from a relationship.”<br />David Almano<br />If you focus on numbers,<br />you’re missing the point.<br />
  63. 63. Top Brands On Facebook<br />Current<br />Facebook<br />YouTube<br />Coca-Cola<br />Starbucks<br />Disney<br />Oreo<br />MTV<br />Red Bull<br />Skittles<br />Converse All Stars<br />Victoria’s Secret<br />Converse<br />iTunes<br />Windows Live Messenger<br />Pringles<br />Playstation<br />Monster Energy<br />Zara<br /><br />
  64. 64.
  65. 65.
  66. 66.
  67. 67. Super Butcher<br />Pedigree Adoption<br />Le Black Book Boutique<br />Penguin Books Australia<br /><br />
  68. 68. Facebook Connect<br /><ul><li>One million external websites use Facebook connect to log-in!
  69. 69. Best local example includes</li></li></ul><li>Games!<br />Games INCREASING = more significant<br /> You can play in a community<br /> They're continuous.<br /> You can use REAL money in them.<br />Farmville (Zynga)<br /> there are more active Farmville accounts<br /> than there are Twitter users!<br />Fronterville (Zynga)Fifa Superstars (EA)<br /> EA Sports Fifa franchise SOLD 90 million units in its lifetime;<br /> now available for free on Facebook.<br />Zynga has 215 million active monthly users,<br />33 million active users,<br />1300 employees across 13 studios.<br />Founded in 2007.<br />Revenue of $600 million, valued at $5.51 billion.<br />
  70. 70.
  71. 71. Cascadian Farm is now the brand behind the game’s new organic blueberries crop<br />Became available in the FarmVille Market in August 2010<br />Has been purchased by more than 1 million players for 20 credits each. <br />In total, 310 million Cascadian Farm organic blueberries have been planted by FarmVille players.<br />100 credits = approximately AUD$11.00<br />$2.2million earned<br />
  72. 72. Facebook Adverts<br />Choose your landing page wisely. The rules of Pay-Per-Click apply to Facebook marketing! Make sure the offer matches the landing page.<br />Include calls to action.<br />Keep your offers up to date.<br />Less is more when it comes to text/copy and graphics.<br />Don’t be vague. Cute/clever doesn’t always come across right to customers who are are not inside your head.<br />Contests may appeal more to social media users who aren’t in buying mode.<br />Geotarget your campaigns well. <br />Segment your campaigns by gender if necessary. <br />Split test your ads<br />Interesting images create clicks!<br />
  73. 73.
  74. 74.
  75. 75.
  76. 76.
  77. 77.
  78. 78. Is the investment worth it?<br />Qualitative Data: the opinions.<br />Quantitative Data: the numbers.<br />ROI: the return.<br />
  79. 79. How To WIN!<br />Take It Seriously<br />Objectives<br />Don’t Be Boring<br />Move Quickly<br />Interactive.<br />Invest Time; Invest Money<br />Connect to Other Marketing Avenues<br />Failed first time? Jump Back In<br />Selective in Your Communication<br />
  80. 80. "Advertising on the Web is less about just<br />hitting someone with a message... <br />It's about engagement." Mark Z<br />
  81. 81.
  82. 82. Agenda<br />LinkedIn<br />FourSquare<br />YouTube<br />Flickr<br />Google Buzz/Wave<br />The Others: <br />Digg<br />Meet-Up<br />Gowalla & Yelp<br />Orkut<br />Quora<br />Yahoo Answers – Facebook Answers<br />ChatRoulette<br />
  83. 83. LinkedIn<br /><ul><li>Formed in May 2003, based in California
  84. 84. 70 million members in 200 countries – bigger than the UK’s population
  85. 85. One new member every second
  86. 86. 50% of members outside the US
  87. 87. Executives from all Fortune 500 companies are members on LinkedIn
  88. 88. ‘Social Networking for Business’</li></li></ul><li>FourSquare<br /><ul><li>Location based social networking
  89. 89. Just over one year old
  90. 90. 1.3 million users in June 2010; 2 million+ venues
  91. 91. Users your location to allow you to ‘check-in’ at venues; multiple check-ins allow you to become ‘mayor’ of a particular venue.
  92. 92. Various badges are awarded based on movements, visits and check-ins
  93. 93. Add friends and follow them
  94. 94. Venues can make special offers available to people within the vicinity.</li></ul>Site parodies<br /><ul><li></li></li></ul><li>YouTube<br /><ul><li>Owned by Google; bought for $1.65 billion
  95. 95. Ten minute and 2Gig limit on videos; partner accounts can get more
  96. 96. 103 million monthly UNIQUE visitors in May 2010
  97. 97. 24 hours of video uploaded every minute
  98. 98. 1.12 hours per month spent on YouTube every month
  99. 99. 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide
  100. 100. 47% of the global internet population visited YouTube in April 2010
  101. 101. Countries that have banned YouTube: China, Iran, Libya, Tunisia, Turkey</li></ul>Competitors<br /><ul><li>Vimeo (16,000 new videos uploaded daily)
  102. 102. Hulu (600 million videos streamed)</li></ul>Ways to engage<br /><ul><li>Creating your own channel; commenting on videos
  103. 103. Share, embed videos; create content</li></li></ul><li>Flickr<br />Image and video hosting<br />Created in Feb 2004<br />Claimed to host 4 billion images<br />3-5 million photos uploaded daily<br />Widely used by bloggers to host images<br />Free users have limits on their accounts<br />Tags, Organizr, Picnik, Access controls, licensing, geotagging,<br />Partnership with Getty Images<br />
  104. 104. Buzz & Wave & Me<br />Buzz<br />Social networking intergrated into Gmail. Users can share links, videos and so on<br />Nothing new, nothing original<br />Wave<br />More of an online software application<br />Designed to intergrate email, instant messaging, wikis and social networking<br />Numerous extensions<br />Open source platform <br />Google Me<br />What’s next for Google?<br />Rumours only a month old:<br />
  105. 105. Everything Else<br />Digg<br />Meet-Up (<br />Gowalla & Yelp (much like Foresquare, Yelp is US only)<br />Orkut (owned by Google, mainly used in India and Brazil, 100 million users)<br />Quora (questions and answers)<br />Icanhazcheezburger<br />
  106. 106. Make Your Own Network<br />Three types of companies<br />Hosted solutions (see below)<br />Downloadable software<br />!00% personalised service<br />Hosted solutions: Ning, KickApps, CrowdVine, GoingOn, CollectiveX,, PeopleAggregator, Haystack, and ONEsite<br />Downloadable: phpFox<br />Personalised: Social Platform<br />Of these, Ning is by far the biggest – means ‘peace’ in Chinese<br />76,000 hosted networks<br />KickApps –<br />Use your own network as a platform for your website or business:<br />