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

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John Dye
801.631.4736
johnd@fluid-studio.net
www.fluid-studio.net
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CONTACT ME

3. previous presentations

4. ©2009 Fluid Studio
Before we begin . . .
I am a firm believer in principles—out of the chute,
you should know there is no “silver bullet”

5. ©2009 Fluid Studio
Social media is
just one tool in
the toolbox

6. ©2009 Fluid Studio
We all have
a circle of
influence.
People are
influenced
by those they
trust
Circle of Influence
Circle of Concern What you
care about.
What you can
do something
about.

7. ©2009 Fluid Studio
People do not
want to be
sold to—they
want to
interact and
be heard

8. ©2009 Fluid Studio
You cannot
control the
conversation,
but you can
participate
in it

9. ©2009 Fluid Studio
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. ©2009 Fluid Studio
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. ©Fluid
Studio,
2009
Social Media ROI: Socialnomics
http://www.youtube.com/watch?v=ypmfs3z8esI

12. ©2009 Fluid Studio
Side-by-side comparison

13. ©2009 Fluid Studio
Side-by-side comparison—
Twitter detail

14. ©2009 Fluid Studio
Side-by-side comparison—
MySpace detail

15. ©2009 Fluid Studio
Side-by-side comparison—
Facebook detail

16. ©2009 Fluid Studio
Demographics of Facebook users

17. ©2009 Fluid Studio
Demographics
of Facebook
users
Females 18-25 led Facebook’s
demographic categories this month,
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

18. ©2009 Fluid Studio
Demographics
of Facebook
users

19. ©2009 Fluid Studio
Demographics
of Facebook
users

20. ©2009 Fluid Studio
Demographics
of Facebook
users

21. ©2009 Fluid Studio
Demographics
of Facebook
users

22. ©2009 Fluid Studio
11 Business Benefits of Using Facebook Applications
Compliments to marketing-jive.com

23. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
1. Branding
Facebook can be a great resource
for generating brand awareness. It
can help build relationships with
your prospects and clients.

24. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
2. Customer Engagement
Using Facebook applications can
be a great way for communicating
promotions, contests, and events.

25. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
3. Drive Web Traffic
Facebook can act as a portal point
for driving traffic to your site and
other online properties.

26. ©2009 Fluid Studio
A breakdown
of the
popularity of
Facebook
applications

27. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
4. Reputation Management
Facebook can be a useful tool for
listening and responding to what
users are saying about you and
your brand.

28. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
5. New Customer Acquisition
Facebook provides an opportunity
to find consumers you may have
not otherwise discovered (based
solely on their interests and affinity
alignments).

29. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
6. Advertising
You can drill down and advertise
just to the target audience that
has the demographic footprint you
desire.

30. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
7. Client Retention
Facebook provides another
communication point to build
a strong relationship with your
consumer.

31. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
8. Access to the social world and
its inherent value (the "in" factor)
Consider the following scenario: a potential
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.

32. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
9.The Viral Effect
Nothing attracts a crowd like a crowd.
And Facebook is attracting quite the
crowd . . .

33. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
10. Feedback Mechanism
Using Facebook and the various
applications available can help you
understand consumer behavior based on
the sharing of content and commentary
on the social networking site.

34. ©2009 Fluid Studio
11 Business
Benefits of
Using Facebook
Applications
11. Build Business Use Cases
Facebook can provide you with
an opportunity to build successful
business cases as you target specific
vertical markets with specific
business objectives.

35. ©2009 Fluid Studio
According to a
study released
in January 2009
by Rosetta, an
interactive
marketing agency,
59 of the 100
top retailers
have a Facebook
presence.
“Social media sites continue to be
an important source of community
connection, and savvy retailers
are reaping the benefits of
Facebook’s rapid extension into new
demographics, such as Gen X and
seniors,” said Adam Cohen, partner
with Rosetta’s consumer goods and
retail practice.

36. ©2009 Fluid Studio
Mr. Cohen said
that retailers
should guard
against casual
attitudes toward
their Facebook
presences.
“It’s important that retailers don’t
just slap up a page because everyone
is talking about Facebook. An
effective presence requires that
you carefully consider what your
customers are looking for, what you
would like to communicate, and what
role a fan page should play in your
overall online strategy.”

37. ©2009 Fluid Studio
General Tips The most effective Facebook fan
pages are updated on a regular basis
with new content.

38. ©2009 Fluid Studio
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).

39. ©2009 Fluid Studio
General Tips Facebook pages work best when their
less about "me, me, me" and more about
"you, you, you" (customer-centric).

40. ©2009 Fluid Studio
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.

41. ©2009 Fluid Studio
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.

42. ©2009 Fluid Studio
General Tips Don't spam—wrap your self-promotion
in something of value to others.

43. ©2009 Fluid Studio
Tostitos on
Facebook:
Case Study
0 to 17,000+ fans in one month

44. ©2009 Fluid Studio
Tostitos on
Facebook:
Case Study
The concept was simple. Get the
most rabid, dyed-in-the-wool fans to
compete against each other for the
chance to win a $100,000 scholarship
for their school.

45. ©2009 Fluid Studio
Tostitos on
Facebook:
Case Study
Tactic:
Create a Facebook application that
collected fans’ info, a short paragraph
about why they should be selected, and
a photo showing their school spirit.

46. ©2009 Fluid Studio
Tostitos on
Facebook:
Case Study
Two teams were selected a few weeks
later, and they began a cross-country
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.

47. ©2009 Fluid Studio
Tostitos on
Facebook:
Case Study
Results:
• 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

48. ©2009 Fluid Studio
Tostitos on
Facebook:
Case Study
Success Tip #1
Give users value
Aside from the $100k scholarship (which
is admittedly a clear value),Tostitos had
high entertainment value. People flocked
to the site.

49. ©2009 Fluid Studio
Tostitos on
Facebook:
Case Study
Success Tip #2
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.

50. ©2009 Fluid Studio
Tostitos on
Facebook:
Case Study
Success Tip #3
(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.

51. ©2009 Fluid Studio
Adobe’s “Real or
Fake” campaign
included a game
on the company’s
page, where
users guessed
whether an
image was real or
manipulated in
Photoshop.
Adobe describes its results:
“About 10% of our page visitors played
the game and, of those who played, 6%
clicked the “Share” button at the end of
the game, and 6% clicked “Buy Now” at
the end of the game. Due to this game
and media placement, our page received
over 6,000 new fans too.”

52. ©Fluid
Studio,
2009
Blow up your
Facebook Fan Base!

53. ©Fluid
Studio,
2009
Why do you want more fans?

54. ©Fluid
Studio,
2009
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?
Why do you want more fans?

55. ©Fluid
Studio,
2009
The future is in “earned” media, not paid.
Facebook and other social networks are
primary platforms for earned media.
Why do you want more fans?

56. ©Fluid
Studio,
2009
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.
Why do you want more fans?

57. ©Fluid
Studio,
2009
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.
Why do you want more fans?

58. ©Fluid
Studio,
2009
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.
Why do you want more fans?

59. ©Fluid
Studio,
2009
Tips to Add More
Quality Facebook Fans

60. ©Fluid
Studio,
2009
tips
Use Current Fans to Drive Invitations
To Your Facebook Page
1.

61. ©Fluid
Studio,
2009
tips
Use Current Fans to Drive Invitations
To Your Facebook Page
1.
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.

62. ©Fluid
Studio,
2009
tips
Use Current Fans to Drive Invitations
To Your Facebook Page
1.
Contests are probably the single best tool for
driving more users to your Facebook page if
you encourage fans to invite their friends.

63. ©Fluid
Studio,
2009
tips
Use Current Fans to Drive Invitations
To Your Facebook Page
1.

64. ©Fluid
Studio,
2009
tips
Create Contests Often
2.

65. ©Fluid
Studio,
2009
tips
Create Contests Often
2.
Think of new and unique giveaways for those
that push new fans your way
(and reward them often).

66. ©Fluid
Studio,
2009
tips
Create Contests Often
2.
Most of the time, it is better to give away more
things more frequently than a large grand prize
every so often.

67. ©Fluid
Studio,
2009
tips
Create Contests Often
2.
Examples of potential contests:

68. ©Fluid
Studio,
2009
tips
Create Contests Often
2.
Examples of potential contests:
• Ticket giveaways (movies, concerts, etc.)

69. ©Fluid
Studio,
2009
tips
Create Contests Often
2.
Examples of potential contests:
• Ticket giveaways (movies, concerts, etc.)
• Restaurant gift certificates

70. ©Fluid
Studio,
2009
tips
Create Contests Often
2.
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

71. ©2009 Fluid Studio
Using a "widget" to promote your business

72. ©2009 Fluid Studio
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.

73. ©2009 Fluid Studio
What does a
widget look like
and how does it
function?
Big Brothers Big Sisters of Utah

74. ©2009 Fluid Studio
What does a
widget look like
and how does it
function?
United Way

75. ©2009 Fluid Studio
What does a
widget look like
and how does it
function?
National Multiple Sclerosis Society

76. ©2009 Fluid Studio
What does a
widget look like
and how does it
function?
Rhodes Rolls

77. ©2009 Fluid Studio
What does a
widget look like
and how does it
function?
Widgets are viral!

78. ©2009 Fluid Studio
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.

79. ©2009 Fluid Studio
E-mail marketing
•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.)
When marketing using e-mail, use the AIDA strategy.

80. ©2009 Fluid Studio
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.

81. ©2009 Fluid Studio

82. ©2009 Fluid Studio

83. ©2009 Fluid Studio

84. ©2009 Fluid Studio
SMS (Texting) Services
94% Open Rate
15%-50% Redemption Rate
Connect with your customers and
consumers on a personal level

85. ©2009 Fluid Studio
SMS (Texting) Services
Recent Campaign
Examples
Text:
To:
IT’S FREE*
NO SPAM*
Receiving mobile alerts costs you nothing,
aside from your normal text messaging fees.
Because of our no-spam policy, you’ll only
receive the messages you’ve subscribed to.
FOR EXAMPLE: To subscribe
E X C L U S I V E N E W S
TO SUBSCRIBE:
MESSAGE:
SEND TO:
CREATE a new text message
TYPE “
SEND the message to “
1
2
3
4
1
2
3
4
1
2
3
4
*This program enforces a strict NO SPAM policy. To cancel at any time text STOP
Village
29222
Village
29222
Village
29222
to 29222 For assistance text HELP to 29222

86. ©2009 Fluid Studio
SMS (Texting) Services
Recent Campaign
Examples

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87. p 801 295 9820
f 801 951 5815
www.fluid-studio.net
1065 South 500 West
Bountiful, Utah 84010
©2009 Fluid Studio