09 Fsd007218 Facebook For Business Seminar May 2009


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09 Fsd007218 Facebook For Business Seminar May 2009

  1. 1. p 801 295 9820 f 801 951 5815 www.fluid-studio.net 1065 South 500 West Bountiful, Utah 84010
  2. 2. Contact me: Text “dyejo” to 50500 John Dye cell: 801.631.4736 email: johnd@fluid-studio.net web: www.fluid-studio.net Twitter: @dyejo Free service provided by http://contxts.com
  3. 3. Before we begin . . . I am a firm believer in principles—out of the chute, you should know there is no “silver bullet”
  4. 4. Social media is just one tool in the toolbox
  5. 5. We all have a circle of influence. Circle of Concern What you care about. People are influenced by those they trust What you can do something about. Circle of Influence
  6. 6. People do not want to be sold to—they want to interact and be heard
  7. 7. You cannot control the conversation, but you can participate in it
  8. 8. The younger your customer, the less credible the traditional “hard” market- ing sell is
  9. 9. Although social media is “one-to- many” broadcast marketing, at the end of the day real results will occur when “one-to-one” relationships are formed
  10. 10. The 4 P’s of marketing (product, price, place, promotion) still exist, but the 3 R’s (relevant, real, responsive) are rising quickly in a web 2.0 world, and will result in a 4th R—relationship
  11. 11. Side-by-side comparison
  12. 12. Side-by-side comparison— Twitter detail
  13. 13. Side-by-side comparison— MySpace detail
  14. 14. Side-by-side comparison— Facebook detail
  15. 15. Demographics of Facebook users
  16. 16. Demographics The number of Americans over of Facebook ages 35, 45, and 55 on Facebook is users growing fast. In the last 90 days alone, the number of people over 35 has nearly doubled. There are more Facebook users ages 26-44 than 18-25 today.
  17. 17. Demographics of Facebook users
  18. 18. Demographics of Facebook users
  19. 19. Demographics of Facebook users
  20. 20. 11 Business Benefits of Using Facebook Applications Compliments to marketing-jive.com
  21. 21. 11 Business 1. Branding Benefits of Using Facebook Facebook can be a great resource Applications for generating brand awareness. It can help build relationships with your prospects and clients.
  22. 22. 11 Business 2. Customer Engagement Benefits of Using Facebook Using Facebook applications can Applications be a great way for communicating promotions, contests, and events.
  23. 23. 11 Business 3. Drive Web Traffic Benefits of Using Facebook Facebook can act as a portal point Applications for driving traffic to your site and other online properties.
  24. 24. A breakdown of the popularity of Facebook applications
  25. 25. 11 Business 4. Reputation Management Benefits of Using Facebook Facebook can be a useful tool for Applications listening and responding to what users are saying about you and your brand.
  26. 26. 11 Business 5. New Customer Acquisition Benefits of Using Facebook Facebook provides an opportunity Applications to find consumers you may have not otherwise discovered (based solely on their interests and affinity alignments).
  27. 27. 11 Business 6. Advertising Benefits of Using Facebook You can drill down and advertise Applications just to the target audience that has the demographic footprint you desire.
  28. 28. 11 Business 7. Client Retention Benefits of Using Facebook Facebook provides another Applications communication point to build a strong relationship with your consumer.
  29. 29. 11 Business 8. Access to the social world and Benefits of its inherent value (the "in" factor) Using Facebook Consider the following scenario: a potential Applications prospect could be doing research on your brand or organization and may use Facebook to see if you have a presence there. Then they see that you have a Facebook profile and see a number of positive posts about your brand. This in turn can shape their opinion and could end up being one of many deciding factors as to why the prospect selects you over a competitor. The perception that Facebook is "in" and the fact that you are using Facebook could help influence the perception of your brand.
  30. 30. 11 Business 9. The Viral Effect Benefits of Using Facebook Nothing attracts a crowd like a crowd. Applications And Facebook is attracting quite the crowd . . .
  31. 31. 11 Business 10. Feedback Mechanism Benefits of Using Facebook Using Facebook and the various Applications applications available can help you understand consumer behavior based on the sharing of content and commentary on the social networking site.
  32. 32. 11 Business 11. Build Business Use Cases Benefits of Using Facebook Facebook can provide you with Applications an opportunity to build successful business cases as you target specific vertical markets with specific business objectives.
  33. 33. According to a “Social media sites continue to be study released an important source of community in January 2009 connection, and savvy retailers by Rosetta, an are reaping the benefits of interactive Facebook’s rapid extension into new marketing agency, demographics, such as Gen X and 59 of the 100 seniors,” said Adam Cohen, partner top retailers with Rosetta’s consumer goods and have a Facebook retail practice. presence.
  34. 34. Mr. Cohen said “It’s important that retailers don’t that retailers just slap up a page because everyone should guard is talking about Facebook. An against casual effective presence requires that attitudes toward you carefully consider what your their Facebook customers are looking for, what you presences. would like to communicate, and what role a fan page should play in your overall online strategy.”
  35. 35. General Tips The most effective Facebook fan pages are updated on a regular basis with new content.
  36. 36. General Tips If there's actually evidence that the page administrator is visiting regularly and interacting with the community, the more engaged fans will be (check out the wall on Dell's page).
  37. 37. General Tips Facebook pages work best when their less about "me, me, me" and more about "you, you, you" (customer-centric).
  38. 38. General Tips Be a good member of the community: promote others even more than you promote yourself. Linking and promoting others is a nice way to show you care about others and can set you apart as an “expert” in the field.
  39. 39. General Tips The creative material of your message should be something that people want to share virally with others. Make it newsworthy, controversial, timely, immediately useful, or even humorous.
  40. 40. General Tips Don't spam—wrap your self-promotion in something of value to others.
  41. 41. Tostitos on 0 to 17,000+ fans in one month Facebook: Case Study
  42. 42. Tostitos on The concept was simple. Get the Facebook: most rabid, dyed-in-the-wool fans to Case Study compete against each other for the chance to win a $100,000 scholarship for their school.
  43. 43. Tostitos on Tactic: Facebook: Create a Facebook application that Case Study collected fans’ info., a short paragraph about why they should be selected, and a photo showing their school spirit.
  44. 44. Tostitos on Two teams were selected a few weeks Facebook: later, and they began a cross-country Case Study challenge that started in NYC and ended at the Tostito’s Fiesta Bowl on game day. Throughout the challenge, they were filmed and wrote updates about their experience on the Facebook fan page.
  45. 45. Tostitos on Results: Facebook: Case Study • 17,779 people became fans of the Facebook page • 56,531 page views • 39,477 unique visitors • 597 wall posts • 1098 entries with photos for the contest • 1925 entries to the contest were shared with a friends
  46. 46. Tostitos on Success Tip #1 Facebook: Case Study Give users value Aside from the $100k scholarship (which is admittedly a clear value), Tostitos had high entertainment value. People flocked to the site.
  47. 47. Tostitos on Success Tip #2 Facebook: Case Study Invite (and unite) a community Facebook was a natural fit for this promotion. The first big spike on the fans chart above happened after the schools were announced. When the page first launched, Tostitos had to cast a somewhat wide net with their ad placement. After it was announced on December 7 that Ohio State and University of Texas were the two competing schools, Tostitos refined their ad target down to just current and alums of those schools.
  48. 48. Tostitos on Success Tip #3 Facebook: Case Study (New) content is king! The next big spike in traffic can be brought attributed to status updates. Once the race began, the page lit up with new content on a very frequent basis. This created news feed items and gave fans a reason to come back to the page. Graphics and content were updated often. Engagement. Engagement. Engagement. There is no substitute.
  49. 49. Adobe describes its results: “About 10% of our page visitors played the game and, of those who played, 6% Adobe’s “Real or clicked the “Share” button at the end of Fake” campaign the game, and 6% clicked “Buy Now” at the end of the game. Due to this game included a game and media placement, our page received on the company’s over 6,000 new fans too.” page, where users guessed whether an image was real or manipulated in Photoshop.
  50. 50. 30+ apps for doing business on Facebook
  51. 51. Top 10 business applications for Facebook
  52. 52. Bullseye Gives The retail chain Target already gives 5 percent of its income to charity. During the "Bullseye Gives" campaign, they are allocating those funds—which come out to $3 million every week—to charities selected by Facebook users. From a Salvation Army press release: The company [Target] has launched the “Bullseye Gives” campaign on Facebook, which is essentially a voting application connected to the brand’s existing Facebook page. On it, users select one of ten charities they would like to see funds allocated to. Money will then be given out based on percentages (so if 10% of users vote for The Salvation Army, that organization will receive 10% of the total donations).
  53. 53. Facebook How to raise money through Causes Facebook Causes http://apps.facebook.com/causes/
  54. 54. Facebook Causes
  55. 55. Using a "widget" to promote your business
  56. 56. Widgets Widgets are like portable websites that operate with the same functionality as the host site but can be embedded into a blog, webpage, or other internet property. This is an optimal tool for lead generation that can attract clients from diverse demographics.
  57. 57. What does a Big Brothers Big Sisters of Utah widget look like and how does it function?
  58. 58. What does a United Way widget look like and how does it function?
  59. 59. What does a National Multiple Sclerosis Society widget look like and how does it function?
  60. 60. What does a Rhodes Rolls widget look like and how does it function?
  61. 61. What does a Widgets are viral! widget look like and how does it function?
  62. 62. p 801 295 9820 f 801 951 5815 www.fluid-studio.net 1065 South 500 West Bountiful, Utah 84010