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FACEBOOKFor Fun & Profit     start
2ClickSpace.vn   Jason.Lusk@ClickSpace.vn
3ABOUT ME                   Jason Lusk                                Key Projects                   American communicatio...
4ABOUT CLICKSPACE                          Convenience | Culture | Connections … Click                          Doing busi...
5Facebook for MarketingWhy do it?      ClickSpace.vn      Jason.Lusk@ClickSpace.vn
6YOUR CUSTOMERS ARE THERE  9  8  7  6  5  4  3  2  1  0               2011                               2012             ...
7AIDS ALL PHASES OF THE SALES FUNNEL   Awareness                         Consideration   Advertising   Shareable Content  ...
8Facebook for MarketingWhy not to do it      ClickSpace.vn      Jason.Lusk@ClickSpace.vn
9BECAUSE YOU THINK IT’S FREE Designing  a pro presence Building a fan base Promoting messages Building apps… all cost ...
10How toGet Started     ClickSpace.vn   Jason.Lusk@ClickSpace.vn
11THE STEPS ACCORDING TO FACEBOOK                       Build                     Connect                      Engage     ...
12THE STEPS ACCORDING TO CLICK                      Think                       Build                     Connect         ...
13THINK•   What is your brand?•   What message(s) will inspire the    most engagement?•   How will Facebook compliment    ...
14THE RULESYou cannot: Use your cover photo as an ad Use your cover photo to ask someone to take an action on Facebook ...
15ClickSpace.vn   Jason.Lusk@ClickSpace.vn
16                     DISNEY                A corporate page, plus:                 Movie pages                 Charact...
17                    AMERICAN                    EXPRESS                •   Created a cause-                    based pag...
18BUILD•   Message•   Appearance•   Apps and Integrations•   Content               ClickSpace.vn   Jason.Lusk@ClickSpace.vn
19                COCA-COLA                •   Beautiful branding                •   A ‘collection of                    s...
20                THREADLESS                •   E-commerce Store                •   Location awarenessClickSpace.vn   Jaso...
21CONNECT•   Advertise•   Build a community               ClickSpace.vn   Jason.Lusk@ClickSpace.vn
22CLICKSPACE    ClickSpace.vn   Jason.Lusk@ClickSpace.vn
23ENGAGE•   Conversations•   Customer Service•   Gated Content•   Gamification              ClickSpace.vn   Jason.Lusk@Cli...
24USING BRAND AMBASSADORS    ClickSpace.vn   Jason.Lusk@ClickSpace.vn
25THE SPYDER FIVE     ClickSpace.vn   Jason.Lusk@ClickSpace.vn
26                    OLD SPICE                      GUY                •   Classic social media                    case s...
27                 HUGGIES                HONG KONG                •   Successful Facebook                    launch of 10...
28INFLUENCE•   Events•   Coupons•   Promotions                 ClickSpace.vn   Jason.Lusk@ClickSpace.vn
29CAN-AM 4X4X4X4 SWEEPSTAKES    ClickSpace.vn   Jason.Lusk@ClickSpace.vn
30                LIKE GATING                Capture new fans.                Highly effective for:                 Conte...
31                     TELL-A-                     FRIEND                Magnify the                campaign’s reach by   ...
32                MONETIZATION                Get fans to:                 Visit a store                 Take action off...
33MEASURE•   Community Size•   Engagement – Internal to page•   Engagement – External to page•   SALES               Click...
34QUESTIONS AND ANSWERS    ClickSpace.vn   Jason.Lusk@ClickSpace.vn
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Hatch! open #8: Facebook for FUN and PROFIT

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[HATCH! OPEN]
Last year Facebook’s user base in Vietnam more than tripled from 2.6 million to 8.5 million. It is now the social network of choice for Vietnam’s young, urban internet users. Yet relatively few Vietnamese brands are using Facebook effectively to market themselves. In this coffee talk #8, Mr. Jason, our special guest from ClickSpace come and together share with us an interesting topic: Facebook for FUN and PROFIT.


To update with our event, please come and visit us at: http://www.hatch.vn/events.html

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Hatch! open #8: Facebook for FUN and PROFIT

  1. 1. FACEBOOKFor Fun & Profit start
  2. 2. 2ClickSpace.vn Jason.Lusk@ClickSpace.vn
  3. 3. 3ABOUT ME Jason Lusk Key Projects American communications consultant. • Built Cramer-Krasselt Advertising’s social Expertise in public relations, digital media department marketing, social media and corporate • Led social media strategy for Bombardier reputation management. Living in Hanoi. brands including Ski-Doo, Sea-Doo, Can- Am, Spyder and Evinrude EducationAge: 36yrs • Provided integrated communications counsel • 1994-1998 : Georgetown University to Johnson Controls, a Fortune 100Experience: 15yrs Key Experience companyFrom: Chicago • 2006-2012: Vice President of PR • Crisis and reputation counselor to Cramer-Krasselt • PyrexMeiGuoMan.com • 2004-2006: Founder & Director • Emerson Electric Groundswell Strategy • Briggs & Stratton • Case International Harvester ClickSpace.vn Jason.Lusk@ClickSpace.vn
  4. 4. 4ABOUT CLICKSPACE Convenience | Culture | Connections … Click Doing business in Hanoi can be hard. ClickSpace makes it easy. In addition to a beautiful workspace, your ClickSpace membership comes with a generous package of services. Each membership includes:  Bilingual reception  Mail service  High-speed Internet  Printing and copying  24-hour security  8 hours per month of administrative support and concierge service  Access to discounted accounting, payroll, consulting, etc. ClickSpace Westlake ClickSpace.vn Jason.Lusk@ClickSpace.vn
  5. 5. 5Facebook for MarketingWhy do it? ClickSpace.vn Jason.Lusk@ClickSpace.vn
  6. 6. 6YOUR CUSTOMERS ARE THERE 9 8 7 6 5 4 3 2 1 0 2011 2012 Millions of Facebook Users in Vietnam ClickSpace.vn Jason.Lusk@ClickSpace.vn
  7. 7. 7AIDS ALL PHASES OF THE SALES FUNNEL Awareness Consideration Advertising Shareable Content Purchase Product Information Games and Contests Tools Loyalty and Repurchase Coupons Sales and Events Online Store Customer Service Pride of Ownership ClickSpace.vn Jason.Lusk@ClickSpace.vn
  8. 8. 8Facebook for MarketingWhy not to do it ClickSpace.vn Jason.Lusk@ClickSpace.vn
  9. 9. 9BECAUSE YOU THINK IT’S FREE Designing a pro presence Building a fan base Promoting messages Building apps… all cost money ClickSpace.vn Jason.Lusk@ClickSpace.vn
  10. 10. 10How toGet Started ClickSpace.vn Jason.Lusk@ClickSpace.vn
  11. 11. 11THE STEPS ACCORDING TO FACEBOOK Build Connect Engage Influence ClickSpace.vn Jason.Lusk@ClickSpace.vn
  12. 12. 12THE STEPS ACCORDING TO CLICK Think Build Connect Engage Influence Measure ClickSpace.vn Jason.Lusk@ClickSpace.vn
  13. 13. 13THINK• What is your brand?• What message(s) will inspire the most engagement?• How will Facebook compliment your other marketing channels?• What are the rules? ClickSpace.vn Jason.Lusk@ClickSpace.vn
  14. 14. 14THE RULESYou cannot: Use your cover photo as an ad Use your cover photo to ask someone to take an action on Facebook Use Facebook functionality as part of a contest or promotion www.facebook.com/page_guidelines.php ClickSpace.vn Jason.Lusk@ClickSpace.vn
  15. 15. 15ClickSpace.vn Jason.Lusk@ClickSpace.vn
  16. 16. 16 DISNEY A corporate page, plus:  Movie pages  Character pages  Theme park pagesClickSpace.vn Jason.Lusk@ClickSpace.vn
  17. 17. 17 AMERICAN EXPRESS • Created a cause- based page during the recession • Provided tours for business owners • Attractive offer: $25 credit for spending $25 at a specific store on a SaturdayClickSpace.vn Jason.Lusk@ClickSpace.vn
  18. 18. 18BUILD• Message• Appearance• Apps and Integrations• Content ClickSpace.vn Jason.Lusk@ClickSpace.vn
  19. 19. 19 COCA-COLA • Beautiful branding • A ‘collection of stories’ • Featuring ‘people from around the world’ClickSpace.vn Jason.Lusk@ClickSpace.vn
  20. 20. 20 THREADLESS • E-commerce Store • Location awarenessClickSpace.vn Jason.Lusk@ClickSpace.vn
  21. 21. 21CONNECT• Advertise• Build a community ClickSpace.vn Jason.Lusk@ClickSpace.vn
  22. 22. 22CLICKSPACE ClickSpace.vn Jason.Lusk@ClickSpace.vn
  23. 23. 23ENGAGE• Conversations• Customer Service• Gated Content• Gamification ClickSpace.vn Jason.Lusk@ClickSpace.vn
  24. 24. 24USING BRAND AMBASSADORS ClickSpace.vn Jason.Lusk@ClickSpace.vn
  25. 25. 25THE SPYDER FIVE ClickSpace.vn Jason.Lusk@ClickSpace.vn
  26. 26. 26 OLD SPICE GUY • Classic social media case study • Great example of a viral campaign • Made engagement entertainingClickSpace.vn Jason.Lusk@ClickSpace.vn
  27. 27. 27 HUGGIES HONG KONG • Successful Facebook launch of 100,000+ fans • Based on a great consumer insight • Great integration between offline and online engagementClickSpace.vn Jason.Lusk@ClickSpace.vn
  28. 28. 28INFLUENCE• Events• Coupons• Promotions ClickSpace.vn Jason.Lusk@ClickSpace.vn
  29. 29. 29CAN-AM 4X4X4X4 SWEEPSTAKES ClickSpace.vn Jason.Lusk@ClickSpace.vn
  30. 30. 30 LIKE GATING Capture new fans. Highly effective for:  Contests  Games  Coupons  White papersClickSpace.vn Jason.Lusk@ClickSpace.vn
  31. 31. 31 TELL-A- FRIEND Magnify the campaign’s reach by asking friends to  Invite friends  Post on their wallsClickSpace.vn Jason.Lusk@ClickSpace.vn
  32. 32. 32 MONETIZATION Get fans to:  Visit a store  Take action offlineClickSpace.vn Jason.Lusk@ClickSpace.vn
  33. 33. 33MEASURE• Community Size• Engagement – Internal to page• Engagement – External to page• SALES ClickSpace.vn Jason.Lusk@ClickSpace.vn
  34. 34. 34QUESTIONS AND ANSWERS ClickSpace.vn Jason.Lusk@ClickSpace.vn

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