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Emakina Academy 21 : Facebook Fanpage

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A practical guide to building your own media channel to inspire brand ambassadors

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Emakina Academy 21 : Facebook Fanpage

  1. 1. Fuck Facebook<br />Graph: The House of Marketing<br />
  2. 2. PEOPLE CONTROLLED<br />PLATFORMS<br />BRAND CONTROLLED <br />WEBSITES<br />2<br />Source: Stats from Google trends and Compete.com<br />
  3. 3. Social Networks vs. Search Engines<br />Source: Compete, April 2010<br />
  4. 4. Did you know?<br />FACEBOOK<br />Over 3.5 million Belgian users<br />+22 year old: 2.492.140<br />Over 500 million members worldwide (100 million by mobile)<br />More than 25 billion pieces of content are shared every month<br />50% logs in on Facebook on a daily basis<br />On average, one member has 130 friends<br />Every month, over 70% engage with applications<br />Source: http://www.facebook.com/press/info.php?statistics<br />
  5. 5. The Facebook Fanpage<br />Introduction<br />The value of a Facebook Fan<br />Why Facebook? Why a Fan page?<br />Getting started!<br />
  6. 6. 2<br />The Value of a Facebook Fan<br />
  7. 7. Hypothesis<br />“A Facebook Fan deserves to be treated better”<br />
  8. 8. All customers are equal, but some customers are more equal than others<br />Somewhat George Orwell<br />
  9. 9. Pareto Rule<br />12%<br />80%VOLUME<br />6,5%<br />20% <br />CONSUMERS<br />3%<br />Src: Beverage Spectrum Magazine<br />
  10. 10. Deriving Fan Value<br />Facebook Fan<br />Your Business<br />$ value surplus<br />product spending<br />$ value surplus<br />loyalty<br />$ value surplus<br />VALUE<br />SURPLUS<br />probability to recommend<br />$ value surplus<br />fan acquisition<br />$ value surplus<br />media value<br />$ value surplus<br />brand affinity<br />Src: Syncapse Corp Research June 2010<br />
  11. 11. Annual Product Spending<br />Facebook fans spend +71,84 $ more than non-fans per year<br />Src: Syncapse Corp Research June 2010<br />
  12. 12. Brand Loyalty<br />Facebook fans are 28% more likely to continue using a brand<br />Src: Syncapse Corp Research June 2010<br />
  13. 13. Probability to Recommend<br />68% of Facebook fans indicate to be very likely to recommend that product, in contrast to 28% of non-fans<br />Src: Syncapse Corp Research June 2010<br />
  14. 14. Deriving Fan Value<br />Facebook Fan<br />Your Business<br />$71.84 value surplus<br />product spending<br />$43.71 value surplus<br />loyalty<br />$13.57 value surplus<br />probability to recommend<br />$ 136.38<br />annually<br />$0.47 value surplus<br />fan acquisition<br />$6.79 value surplus<br />media value<br />Soft value surplus<br />brand affinity<br />Src: Syncapse Corp Research June 2010<br />
  15. 15.
  16. 16. Annual fanpage value<br />$ 580.003.461<br />likin’<br />2.232.328 fans X $ 259,82/fan annually<br />
  17. 17. Get a account managerconversation manager<br />
  18. 18. How does this impact the way we do business?<br />
  19. 19. <ul><li> More consumers (trial purchase)
  20. 20. More repeat purchases (loyalty or retention)
  21. 21. More high-end products (up selling)
  22. 22. More product categories (cross selling)</li></ul>(cfr. The Customer Life Time Value model)<br />Grow<br />Monetary Value<br />[Sales per Consumer]<br />New Consumer<br />hello<br />
  23. 23. It’s not only about future cash flows<br />
  24. 24. What’s missing is the value of WOM<br />
  25. 25. We might need a new value axis<br />
  26. 26. Grow<br />Monetary Value<br />[Sales per Consumer]<br /><ul><li> More promotors (satisfaction)
  27. 27. More positive WOM per promotor (social tools)
  28. 28. Less negative WOM (reputation management)</li></ul>(cfr. The Net Promotor Score model)<br />New Consumer<br />hello<br />Grow<br />Social Value<br />[WOM References per Consumer]<br />
  29. 29. Facebook Page<br />Happy Profitable Consumer<br />Grow<br />Monetary Value<br />[Sales per Consumer]<br />CONSUMER GROWTH<br />New Consumer<br />hello<br />Grow<br />Social Value<br />[WOM References per Consumer]<br />
  30. 30. A Facebook fan page is a self-segmenting audience of highly valuable consumers<br />+<br />Monetary Value<br />Social Value<br />
  31. 31. Hypothesis<br />“A Facebook Fan deserves to be treated better”<br />
  32. 32. 3<br /> WHY Facebook? Why Fanpage?<br />
  33. 33. Social Media Platforms in Belgium*<br />* Data from Comscore Studies, Google Trends, Commentag, Smartbusiness.be<br />
  34. 34. Facebook identity formats<br />
  35. 35. 4<br />Getting started<br />
  36. 36. België - Belgique - بلجيكا<br />
  37. 37. Target your posts by LOCATION + LANGUAGE<br />We advice to make 1 fanpage for Belgium / the Benelux<br /><ul><li> You can target your posts on an international facebook fanpage (cfr. Benelux)
  38. 38. Navigation of the page is in the language of the user (tabs, etc...)
  39. 39. Other information should be in English, or in 2 languages (Dutch/French)</li></li></ul><li>What’s in a name? Well...<br />
  40. 40. Why is this important?<br />You can never change your fanpage name<br />You cannot transfer fans to another fanpage<br />
  41. 41. Interest = The Brand?<br />
  42. 42. April: + 14.000 FANS<br />January : +2000 FANS<br />Interest = Issue?<br />+700% <br />12.000 new fans in 3 months<br />
  43. 43. <ul><li> shoppen: # 207.000
  44. 44. op vakantie gaan: # 96.000
  45. 45. slapen: # 84.000
  46. 46. ijsjes: # 69.000
  47. 47. op restaurant gaan: # 48.000</li></ul>Try Thinking “Interest Fields” too<br />+<br />504.000<br />
  48. 48. Securing the URL<br />
  49. 49. Vanity URL<br />Reserve the vanity URL as an easy link to the page<br />Useful for offline communication and Facebook SEO<br />You need a minimum of 25 fans<br />Eg. http://www.facebook.com/schweppes<br />GO TO  http://www.facebook.com/username<br />
  50. 50. Design a strong landing page<br />
  51. 51. TAB Landingpage<br />A good landingpage contains<br />What will they get out of becoming a fan of your page?<br />What’s the promise? What kind of updates will they get?<br />Eg. Promotions, discounts, exclusive content, ...<br />Have a call to action <br />“Click on the ‘Become a fan’ button above” with an arrow pointing up toward the “Become a fan” button.<br />Who are you or what is your company?<br />Consistent brand, logo, colours, product visuals<br />NO LINKS to external sites on the landingpage. <br />Focus is on fan recruitment.<br />How? http://mashable.com/2010/02/22/build-facebook-landing-page/<br />
  52. 52. What’s the promise?<br />
  53. 53. What’s the promise?<br />
  54. 54. Expectations<br />Breakdown of why users might “Like” your brand<br />40 percent to receive discounts and promotions<br />39 percent to show my support for the company to others<br />36 percent to get a "freebie"<br />34 percent to stay informed about the activities of the company<br />33 percent to get updates on future products<br />30 percent to get updates on upcoming sales<br />29 percent for fun or entertainment<br />25 percent to get access to exclusive content<br />22 percent someone recommended it to me<br />21 percent to learn more about the company<br />13 percent for education about company topics<br />13 percent to interact <br />Src: ExactTarget, 2010 research<br />
  55. 55. EXTRA: Invisible content to non-fans<br />It’s possible to prominently hide content for people that are not a fan yet.<br />Exclusivity is very powerful and shows that the brand is committed to do something more for fans on Facebook<br />
  56. 56. Be Up-To-Date<br />
  57. 57. Fresh & Timely Content<br />New visitors want to know that the brand is present<br />Existing followers need a reason to stay engaged. <br />Brands can accomplish both of these by keeping their pages current and consistently adding fresh content.<br />HINT: create polls for more engagement (cfr. Skittles)<br />
  58. 58. Create polls<br />
  59. 59. Define what’s inappropriate<br />
  60. 60. Define what’s inappropirate<br />
  61. 61. Sync with other social media<br />
  62. 62. Youtube channel<br />
  63. 63. Twitter account<br />
  64. 64. Brand platform<br />
  65. 65. Events<br />
  66. 66. Conclusion<br />
  67. 67. Remember to...<br />Treat Facebook fans better<br />Post targeted messages<br />Per region (country)<br />Per language<br />Choose the name wisely<br />Design a strong landing page<br />Be up-to-date & synchronize with existing social media accounts<br />Have some fun!!<br />*Source: http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf<br />
  68. 68. 48<br />

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