Comcast Social Media Conference - Facebook for Business breakout
Facebook for Business:
ERIC WEAVER | MIKE BUCHMAN
COMCAST SOCIAL MEDIA CONFERENCE
FACEBOOK BREAKOUT SESSIONS
AUGUST 20, 2009
You may ask yourself…
Self: should my business use social markeIng?
Should I be markeIng on Facebook?
What kind of page should I create?
What content should be included?
Who else is using Facebook for markeIng?
SHOULD MY BUSINESS USE SOCIAL MARKETING?
Social marketing is here to stay
CONSUMERS ARE DROWNING IN NOISE
Time and aOenIon starvaIon are rampant
Your markeIng eﬀorts are ﬁghIng consumer desires to get
their Ime back
SEARCH ALLOWS CONSUMERS FIND ANYTHING THEY
For many, markeIng and adverIsing are no longer needed
So be found, where your consumers are and where relevant.
TRADITIONAL ADVERTISING AND MARKETING EFFORTS
ARE NOT TRUSTED
Trust is shaOered, more than ever before
Peers are the most trusted source for company/product info
And adverIsers are the least trusted. OUCH.
SHOULD MY BUSINESS USE SOCIAL MARKETING?
Customer engagement beats “communications”
Economist 2008 survey:
75% of business execuIves think higher levels of customer
engagement will translate into increased proﬁts.
49% think inadequate engagement pracIces are to blame
for up to 25% of lost sales.
Your prospects are increasingly social
Adults having a proﬁle on a social network:
75% of online adults 18‐24
57% of online adults 25‐34
30% of online adults 35‐44
19% of online adults 45‐54
10% of online adults 55‐64
7% of online adults 65+
More than 1/3 of all online adults say they visit a
social site “daily”
Sources: Pew Internet and American Life Project, 12/08
Social marketing is a good thing.
Consumers push for complete transparency
Pure feedback, ofen from brand zealots, drives
quality products that addiIonal consumers want
Social media can be a great customer service
Consumers control the relaIonship, building trust
Consumers drive the content and conversaIon (even
SHOULD I BE MARKETING ON FACEBOOK?
YES! Facebook is the #1 social destination
>250MM acIve users
100MM+ log in every day
66%+ are out of college
Fastest‐growing demographic: Women 55+
Younger folks WILL check out a brand presence
62% of millenials visited a brand or fan page
48% of millenials “fanned” or joined
More than 4MM people “fan” a page each day
SOURCES: Facebook 8/09 stats, Pace University 12/08 study
Why are they frequenting business pages?
Gekng news or product updates (67%)
Having access to promoIons (64%)
Viewing or downloading videos/music (41%)
Submikng opinions (36%)
ConnecIng with other consumers (33%)
If your business has prospects on Facebook and they
would ﬁnd any of the above interes@ng, you should build
a business fan page.
SOURCE: Pace University study, 12/08
But do my older customers use Facebook?
roughly every two
SOURCE: iStrategy Labs Study, 1/09
What’s the difference between a fan page, a
group and a user proJile?
Free vs. “partner” brand fan pages
Free brand pages can only add a limited number of
Basic photos, videos, events, RSS feed
Not all applicaIons that work on your personal proﬁle
page will work on your business fan page
Businesses can “partner” with Facebook to create
highly‐impacoul brand pages
Typically around $25k‐35k to do a paid partnership
Buys you heavy specialized branding/skinning, a custom URL
Also includes ability to do sponsored stories
Pricey. So what can I put on my free Fan Page?
Event noIces (tradeshows, conferences, specials)
RSS feed from your blog (try “Simply RSS” app)
Videos (product demos, product manager thoughts)
Photos (from events, company meeIngs, new
Links (to category‐aﬀecIng legislaIon, helpful info)
Notes (equivalent of mini blog posts)
Music/audio (if it makes sense)
What’s a custom module?
Custom modules will allow you do preOy much
anything you would do on a desInaIon website on
your brand page
They use FBML (a Facebook‐speciﬁc variant of
tradiIonal HTML) and require specialized developers
Typical cost: $35k‐$60k
Tips for setting up your page
Do it right the ﬁrst Kme. The URL, page name and other
data will be set ONCE.
Add (valuable) content oXen.
Switch around the modules to keep things interesIng.
Many apps “say” they can be used on a fan page, but in
reality, can’t. Test applicaIons. Play around. Have fun.
Set aside some $$$ for traﬃc building if possible
FB Social Ads are targeted and cheap.
Use your own network to drive traﬃc to your fan page
Ask friends and family to fan you
Give it Kme to work. Keep at it. Post the URL elsewhere.
Should I advertise on Facebook?
Consumers smell self‐interest a mile away. If you
adverIse, Ie in a truly valuable consumer beneﬁt:
coupons, exclusive oﬀers, freebies.
Ads appear in the right sidebar
Approximately 1.2 cents per impression. $50,000 ~ 4.2MM
In reality, the most trusted adverIsing comes from
friends interacIng with your fan page, and their
friends seeing noIﬁcaIons of this acIvity
Some great fan page examples
The Economist hOp://www.facebook.com/TheEconomist
Virgin America hOp://www.facebook.com/VirginAmerica
FINAL THOUGHT: “Who’s got time to tend
to all these social media efforts?”
Simply, this is the New MarkeIng!
Think of social markeIng not as an “add‐on”
requiring “extra eﬀort” but as a paradigm change in
the way we do markeIng…a replacement for less
eﬀecIve markeIng channels
Dedicate some of your spend from tradiIonal
channels to the new ones
Example: kill one tradeshow presence and dedicate that
spend to an Online Community Manager headcount
Where can I Jind out more?
Facebook Pages Insiders’ Guide
AOend local social media events
Social Media Club SeaOle
SeaOle Net Tuesday
Local impromptu “tweetups”
University of Washington digital media events