Facebook Essentials for Business


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A principle-based approach to using Facebook for increased brand awareness and real business results. Includes multiple case studies.

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Facebook Essentials for Business

  1. ConTACT Me TexT dyejo To 50500 john dye 801.631.4736 johnd@fluid-studio.net www.fluid-studio.net twitter @dyejo Free service provided by http://contxts.com
  2. previous presentations
  3. Before we begin . . . I am a firm believer in principles—out of the chute, you should know there is no “silver bullet” ©2009 Fluid Studio
  4. Social media is just one tool in the toolbox ©2009 Fluid Studio
  5. We all have a circle of influence. Circle of Concern What you People are care about. influenced by those they trust What you can do something about. Circle of Influence ©2009 Fluid Studio
  6. People do not want to be sold to—they want to interact and be heard ©2009 Fluid Studio
  7. You cannot control the conversation, but you can participate in it ©2009 Fluid Studio
  8. 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 ©2009 Fluid Studio
  9. 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 ©2009 Fluid Studio
  10. Social Media Roi: SocialnoMicS http://www.youtube.com/watch?v=ypmfs3z8esi ©Fluid Studio, 2009
  11. Side-by-side comparison ©2009 Fluid Studio
  12. Side-by-side comparison— Twitter detail ©2009 Fluid Studio
  13. Side-by-side comparison— MySpace detail ©2009 Fluid Studio
  14. Side-by-side comparison— Facebook detail ©2009 Fluid Studio
  15. Demographics of Facebook users ©2009 Fluid Studio
  16. Demographics Females 18-25 led Facebook’s of Facebook demographic categories this month, users adding over 700,000 monthly active users to over 12.8 million. In addition, women over 45 showed strong growth, while increases in males over 35 were lower. However, on the whole, we see that Facebook is still growing most quickly percentage-wise amongst users over 45 – an interesting demographic trend that started earlier this year ©2009 Fluid Studio
  17. Demographics of Facebook users ©2009 Fluid Studio
  18. Demographics of Facebook users ©2009 Fluid Studio
  19. Demographics of Facebook users ©2009 Fluid Studio
  20. Demographics of Facebook users ©2009 Fluid Studio
  21. 11 Business Benefits of Using Facebook Applications Compliments to marketing-jive.com ©2009 Fluid Studio
  22. 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. ©2009 Fluid Studio
  23. 11 Business 2. Customer Engagement Benefits of Using Facebook Using Facebook applications can Applications be a great way for communicating promotions, contests, and events. ©2009 Fluid Studio
  24. 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. ©2009 Fluid Studio
  25. A breakdown of the popularity of Facebook applications ©2009 Fluid Studio
  26. 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. ©2009 Fluid Studio
  27. 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). ©2009 Fluid Studio
  28. 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. ©2009 Fluid Studio
  29. 11 Business 7. Client Retention Benefits of Using Facebook Facebook provides another Applications communication point to build a strong relationship with your consumer. ©2009 Fluid Studio
  30. 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. ©2009 Fluid Studio
  31. 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 . . . ©2009 Fluid Studio
  32. 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. ©2009 Fluid Studio
  33. 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. ©2009 Fluid Studio
  34. 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. ©2009 Fluid Studio
  35. 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.” ©2009 Fluid Studio
  36. General Tips The most effective Facebook fan pages are updated on a regular basis with new content. ©2009 Fluid Studio
  37. 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). ©2009 Fluid Studio
  38. General Tips Facebook pages work best when their less about "me, me, me" and more about "you, you, you" (customer-centric). ©2009 Fluid Studio
  39. 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. ©2009 Fluid Studio
  40. 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. ©2009 Fluid Studio
  41. General Tips Don't spam—wrap your self-promotion in something of value to others. ©2009 Fluid Studio
  42. Tostitos on 0 to 17,000+ fans in one month Facebook: Case Study ©2009 Fluid Studio
  43. 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. ©2009 Fluid Studio
  44. 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. ©2009 Fluid Studio
  45. 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. ©2009 Fluid Studio
  46. 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 ©2009 Fluid Studio
  47. 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. ©2009 Fluid Studio
  48. 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. ©2009 Fluid Studio
  49. 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. ©2009 Fluid Studio
  50. 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. ©2009 Fluid Studio
  51. Blow up your FaceBook Fan Base! ©Fluid Studio, 2009
  52. why do you want more Fans? ©Fluid Studio, 2009
  53. why do you want more Fans? thousands oF Fans can create an extremely eFFective promotional channel— But can you actually take action to drive more Fans or is it just a natural evolution? ©Fluid Studio, 2009
  54. why do you want more Fans? the Future is in “earned” media, not paid. Facebook and other social networks are primary platforms for earned media. ©Fluid Studio, 2009
  55. why do you want more Fans? large companies with well-known Brands will have associates set up pages and those pages can oFten grow to millions oF users organically and without much eFFort. small to medium-sized Businesses oFten cannot just set up a page and let the people do the rest. ©Fluid Studio, 2009
  56. why do you want more Fans? smaller and lesser-known Brands need to invest heavily in Brand development and leverage the various social media channels availaBle to them to interact directly with their Followers, Fans, and customers. ©Fluid Studio, 2009
  57. why do you want more Fans? the measure oF success should not Be whether your page Boasts 30 or 30,000 Fans, But whether you have successFully attracted a large numBer oF targeted Fans. ©Fluid Studio, 2009
  58. tips to add more Quality FaceBook Fans ©Fluid Studio, 2009
  59. tips 1. use current Fans to drive invitations to your FaceBook page ©Fluid Studio, 2009
  60. tips 1. use current Fans to drive invitations to your FaceBook page Facebook currently has no limitation on the number of fans that users can invite to a public profile. This makes invitations one of the most important components of generating fans. ©Fluid Studio, 2009
  61. tips 1. use current Fans to drive invitations to your FaceBook page Contests are probably the single best tool for driving more users to your Facebook page if you encourage fans to invite their friends. ©Fluid Studio, 2009
  62. tips 1. use current Fans to drive invitations to your FaceBook page ©Fluid Studio, 2009
  63. tips 2. create contests oFten ©Fluid Studio, 2009
  64. tips 2. create contests oFten Think of new and unique giveaways for those that push new fans your way (and reward them often). ©Fluid Studio, 2009
  65. tips 2. create contests oFten Most of the time, it is better to give away more things more frequently than a large grand prize every so often. ©Fluid Studio, 2009
  66. tips 2. create contests oFten Examples of potential contests: ©Fluid Studio, 2009
  67. tips 2. create contests oFten Examples of potential contests: • Ticket giveaways (movies, concerts, etc.) ©Fluid Studio, 2009
  68. tips 2. create contests oFten Examples of potential contests: • Ticket giveaways (movies, concerts, etc.) • Restaurant gift certificates ©Fluid Studio, 2009
  69. tips 2. create contests oFten Examples of potential contests: • Ticket giveaways (movies, concerts, etc.) • Restaurant gift certificates • Items that your vendors or other clients want to provide for further publicity for them ©Fluid Studio, 2009
  70. Using a "widget" to promote your business ©2009 Fluid Studio
  71. 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. ©2009 Fluid Studio
  72. What does a Big Brothers Big Sisters of Utah widget look like and how does it function? ©2009 Fluid Studio
  73. What does a United Way widget look like and how does it function? ©2009 Fluid Studio
  74. What does a National Multiple Sclerosis Society widget look like and how does it function? ©2009 Fluid Studio
  75. What does a Rhodes Rolls widget look like and how does it function? ©2009 Fluid Studio
  76. What does a Widgets are viral! widget look like and how does it function? ©2009 Fluid Studio
  77. e-MAil MArkeTing • Although it has been around for some time, e-mail advertising is one of the most effective forms of direct electronic marketing. • like most things that are web-based, analytics can be collected and analyzed to help you hone your messaging. Used effectively, analytics will help you improve the open and click-through rates over time. ©2009 Fluid Studio
  78. e-MAil MArkeTing When MArkeTing Using e-MAil, Use The AidA sTrATegy. • Attention: The first part of your write-up grabs the readers’ attention. • information: The second part gives them information. • desire: The third part makes them desire your product/service. • Action: The fourth part spurs them to action (buy, click through to a website, etc.) ©2009 Fluid Studio
  79. e-MAil MArkeTing your e-mail provider should allow you to review the analytics from your campaign. see “hot spots,” trends, and patterns to help you improve future mailings. ©2009 Fluid Studio
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  83. sMs (TexTing) serviCes 94% open rATe 15%-50% redeMpTion rATe ConneCT WiTh yoUr CUsToMers And ConsUMers on A personAl level ©2009 Fluid Studio
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