How to use Facebook as a Social Customer Relationship Management tool for FREE

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A short guide on how you can use Facebook as a CRM

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How to use Facebook as a Social Customer Relationship Management tool for FREE

  1. 1. How to use as a Social Customer Relationship Management tool for FREE Tai Tran
  2. 2. WHY FACEBOOK?
  3. 3. because… • Facebook is a Social Network
  4. 4. What’s with Social Network? • Young people spend >= 16 hours / week online • 96% have joined a Social Network • $350 billion / year in direct spending power • 78% believe in recommendations from other consumers (their friends in a Social Network) • Consumers are less defensive
  5. 5. Facebook is world’s #1 Social Network • 132.1 million unique visitors, June 2008 • 15 million active on Mobile, November 2008 • Facebook is meant to be a platform for business
  6. 6. You can Eye consumers in details • Get feedbacks • Observe the trends • Engage in conversations with consumers • Engage in consumers’ conversations • • for FREE
  7. 7. DIFFERENT CHANNELS TO REACH CONSUMERS & POTENTIAL CONSUMERS
  8. 8. Direct Connection • 5000 friends • An account for a service is not effective – Looks weird – Looks artificial – Creates a feeling that the account is trying to sell something. In fact you are, but do so tactfully with other channels • Create an account for yourself-the-person
  9. 9. Group • Create a group • Invite people • Be interesting Write interesting introductions – Put real & serious-looking contacts – Say interesting things – Use media smartly (see Media slide) – Add values to members – • The group members will invite their friends
  10. 10. Message • Send messages to fans • Send messages to Group members • Send messages to Event attendants
  11. 11. Event (if applicable) Create Events • Let the group be the host • Invite people • Events are automatically updated to • people’s calendar
  12. 12. Media: Photos, Videos, Links • Upload Photos to Group / Page • Upload Videos to Group / Page • Post useful links to resources other than your own service
  13. 13. Page More professional than a Group • More creative than a Group • Affirm your position of a service provider • Contents • Discussion boards – Events – Information – Notes – Photos – Reviews – Video – Wall –
  14. 14. Application • Develop an application for users • ROI?
  15. 15. Advertisement • Options – Banner – Inline advertisement • Receive consumers’ feedbacks on the Ad – User can vote up or down on your ad
  16. 16. Market Place • A C2C portal
  17. 17. GENERAL STRATEGY
  18. 18. Use a variety of channels • For example – Create a Page – Be interesting – Upload media – Be interesting – Organize events – Be interesting – Update – Be interesting
  19. 19. Pull • The main idea of social media is Pull • Pull • If you Push, consumers push you back away
  20. 20. Be Social Give freebies • Talk about people’s interest • Truly care about people’s interest • Share info other than your own services • Be helpful •
  21. 21. Personalize • Mass messages are no different from ads on newspaper • Personalize the message to different groups of consumers • More potential consumers more focus
  22. 22. Engage in conversations • Not broadcast, but conversations – Make it two-way • CommunicatioN, not communicationS – CommunicationS help – But in the core it’s human communicatioN
  23. 23. Be Honest Be open • Be honest • Build trust • “Marketing is being honest about the • selected facts of the truth” – Tai Tran 2005
  24. 24. Fun Be fun • Spread the fun • Have fun • Enjoy the fun •
  25. 25. Knowledge Management • Make sure the account, knowledge, connections are not lost if the person in charge leaves
  26. 26. PITFALLS
  27. 27. Billboard 1.0 vs Media 2.0 vs.
  28. 28. Spam • Don’t send too many messages to Page fans / Group members / Event attendants • Avoid writing on others’ Walls
  29. 29. Broadcast • Broadcast is sending mass messages without caring about recipients • Broadcast = Monologue • Don’t boast
  30. 30. Stalk • Don’t stalk people
  31. 31. Pro-Fun • Fun • And Professional
  32. 32. Possible consequences of Pitfalls Fans leave • Group members leave • People put you in their “Limited Profile” • People block you • Bad Word-of-Mouth • Affect reputation •
  33. 33. WHERE FACEBOOK CAN’T SUBSTITUTE A FULL-PLEDGED CRM
  34. 34. Deal tracking • Full customer contacts • Reports • Integration with other systems •
  35. 35. LOCAL PLAYERS FROM VIETNAM
  36. 36. Some Active Vietnamese entities HR services Fashion • • – HR2B FTV Vietnam – – Vietnam Jobs Ovvio – Education Machio – • Flaunt – VietAbroader – Technology services • RMIT Vietnam Business Club – Vietnam Creative Circle Intel – – OVS Timnhanh – – Dining / Clubs yUp.vn – • Zing – Bounce – Metvuong – Cage – BarCamp Saigon – Xu – FMCG • Lush – Cantina Central – Budweiser – Barbecue Garden Other services – • K Cafe – – MegaStar cineplex – K1 fitness
  37. 37. • …just some • And the number is rising exponentially
  38. 38. But • Most Vietnamese participants: – Create a Group – Invite people – Befriend whoever are in Vietnam or are Vietnamese – Create Event • There are more than that: – Utilize the Page
  39. 39. Vietnamese entities which go beyond Player Page Application Advertisement Others VinaCyber Personalized Networking Timnhanh Personalized Networking   HR2B  VietAbroader  yUp!  Baomoi  Zing Knowledge Sharing (Bryan Pelz’s)
  40. 40. Hop on! It’s FREE “The train is on, with or without you” Marta Z. Kagan
  41. 41. This is not only a Guide IT IS AN EXAMPLE OF HOW WE CAN UTILIZE SOCIAL MEDIA
  42. 42. References • Marta Z. Kagan, What the F**k is Social Media, http://www.slideshare.net/mzkagan/what-the-fk-social-media • Peter Kim, A List of Social Media Marketing Examples, http://www.beingpeterkim.com/2008/09/ive-been- thinki.html • Dawn, Introduction to Facebook for Companies and Organizations, http://fastwonderblog.com/2008/09/25/introduction- to-facebook-for-companies-and-organizations/ • Facebook Corporate Blog, http://blog.facebook.com/blog.php?blog_id=company
  43. 43. Thank You & Good Luck November 2008 More resources on my website: www.taitran.com Connect to me on Facebook: www.taitran.com/facebook Follow me on Twitter: @taitran

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