Business and Social Media tools : Facebook


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How can Facebook increase your business success?

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Business and Social Media tools : Facebook

  1. 1. How can social media increase your business success? aAuthor: Jean-Francois MESSIER
  2. 2. This document is part of the “Social Media and Business” series by JF MESSIER
  3. 3. can you improve yourbusiness with Facebook?1.Objectives you can achieve2.Strengths3.Weaknesses
  4. 4. #1you can achieve with
  5. 5. 1. Branding To promote the new Toyota Sienna SE, the company does something new, fun and engaging.
  6. 6. 1. Branding 182,500 shares
  7. 7. 1. BrandingHeineken makes excellent use of social media by sharing (really funny) videos and photos of events, sponsoring contests, and asking questions.
  8. 8. 1. BrandingHeineken makes excellent use of social media. 700,000 fans
  9. 9. 2. Customer Retention Airlines companies use …and other social media.
  10. 10. 2. Customer Retention Virgin uses to make it easy to build relationships, not only with other customers but with the airline itself. Happy customers mean returning customers, and Virgin America seems to get that.
  11. 11. 2. Customer Retention In 2009 , because of the Iceland volcano, KLM was the first airliner to use & 59,000 followers
  12. 12. #2
  13. 13. Active worldwide users: 500 X 500 million + 400 300 200 100 0 2004 2005 2006 2007 2008 2009 2010Source: – September 2010
  14. 14. Share of Online Usage shifted 15 06 09 12 03 06 09 2006 12 03 06 09 2007 12 03 06 09 2008 2009
  15. 15. Facebook reached Top Ranking in the US, overtaking Google8 7.07%7 7.03%6543 Weekly Market Share in ‘all categories’ measured by visits, based on US usage2 Mar Mar Jun Oct Dec Jan Jul Aug Sep May Feb AprSource: Experian Hitwise US
  16. 16. If were a country, it would be… 1st 4th 2nd 3rd …the most populated country in the World, …ahead of the United States.
  17. 17. # Active Facebook Worldwide Users outside the United States 70 %Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
  18. 18. Active users logging on to Facebook in any given day 50%Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
  19. 19. Pieces of content shared each month. 30 BillionSource FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
  20. 20. Local businesses with active Facebook pages 1.5 BillionSource INSIDE FACEBOOK.COM – FEBRUARY 2010
  21. 21. Users’ first choice of social media platformLinkedIn: 1%Orkut: 2%Twitter: 5% Facebook is the first choice when it comes to 14% sharing in Social 78% Networking space.
  22. 22. The new Facebook design released in 2010Alexandre Oudin has clearly demonstrated that there arestill creative ways to express yourself on Facebook.
  23. 23. Facebook is efficient forB2C activities
  24. 24. Facebook is efficient forB2C activities More than 50% of Facebook fans are more likely to make a purchase from the brands they follow
  25. 25. Facebook is efficient forB2C activities 25% of customers connect with brands on Facebook discounts to receive
  26. 26. Facebook is efficient forB2C activities This is the reason why most Facebook success stories involve B2C
  27. 27. #3
  28. 28. Facebook involvesmore B2C than B2B This is the reason why most Facebook success stories involve B2C
  29. 29. General Audience ofAll Backgrounds It has so many people on it - moms, children, grandparents - that it may be hard for businesses to find the right audience.
  30. 30. Click-through rate 1 904% 287% The clicksarent there
  31. 31. While a business can get noticed on Facebook,chances are it will havedo so with a broadcampaign connectingwith a larger numbersof users
  32. 32. While a business can get noticed on Facebook,chances are it will havedo so with a broadcampaign connectingwith a larger numbersof usersthan it takes to get thesame amount ofattention on a morefocused medium such asTwitter.
  33. 33. A study done by Webtrends about ads on Facebook demonstrates that: Average CTR = 0.1%Source mashable – January 2011
  34. 34. 0.070% CTR (*) $0.50 CPC (*)0.065% $0.450.060% $0.040.055% $0.350.050% $0.300.045% $0.250.040% $0.20 2009 2010 2009 2010 (*)Click-through rate (*)Cost per clickSource mashable / Webtrends study – January 2011
  35. 35. Facebook is like hibernating. Users may see you every day but dont become something akin to friends until weeks or months later.
  36. 36. Facebook is a "push" approach.People who go therealready know you.
  37. 37. Facebook is a "push" approach. No-one likes a "push" approach.
  38. 38. Any businessperson on Facebook should knowthat it is competing with the same games,quizzes and attention from loved ones thatbrought users there in the first place.
  39. 39. SynthesisFacebook is the biggest social mediaplatform.Facebook can be used for branding andcustomer retention.It’s not the easiest social media togenerate leads since it is a “push” tool,and the click-through rate is much lowerthan some others.Facebook is especially relevant for B2C.
  40. 40. Bibliography Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal  online engagement, SlideShare Chia - Digital Media Strategist -  Social marketing playbook, Bryan Wiener, Jeremiah Owyang, Jeff Pulver, Gregory Galant, The Mobile Internet Report, Morgan Stanley, December 2009 Pete Cashmore, Randall Rothenberg Internet Trends, Morgan Stanley, April 2010  Social Media: Hype, Hell or Hope, Rick Mans, Global Social Media Lead at Cap Gemini The 5 components of a complete social media program, Adam Kleinberg - CEO of  How organisations can harness the power of Web 2.0 Traction, November 2010  WWW 3.0, Jenny Williams IS YOUR BRAND SEXY* ENOUGH FOR SOCIAL MEDIA? Robbert Faase  Social: A closer look at behaviour on YouTube & Facebook, September 2010, iab The Future of Social Media, Tom Ollerton,  Social Media Sharing Trends 2010, Rewind 2010 Social and digital media,  Twitter Crushes Facebook for Marketing, Barbara E. Hernandez ,December 2010 Social Media Communication, slideshare  DEMOGRAPHICS Jan 2011, Facebook’s Ad Platform Social Business by Design, David Armano - Dachis Group  Fancy Facebook Fan Pages - A Step By Step Guide Olaf Nitz Social Media for Business, PresentationAdvisors  The Science of Facebook, The science of social networking. Dan Zarrella - Social Media WHAT THE F**K IS SOCIAL MEDIA NOW? Espresso- Scientist Five Tips for Landing Page Optimization, Tom Wentworth  facebook-inside-out, TIJS VROLIX,  I’m on Facebook – Now What?, Jesse Desjardins Key Digital Trends for 2011, December 2010, Noah Elkin - Debra Aho Williamson - David  SalesTweets: How to Boost Sales via Smart Chirps, Pattie Simone Hallerman  Twitter Crushes Facebook for Marketing, Barbara E. Hernandez 5 steps to exploring social media using visual thinking, Jocelyn Wallace  Social CRM, How businesses can use Twitter to increase sales. Tatyana Kanzaveli Social Media and you, Dani Nordin  Twitter Success Stories, How 11 companies are achieving their marketing objectives, Ann Handley, Shelley Ryan, Allen Weiss, MARKETINGPROFS LLC N2 Social media HUB 101, What is social media really about?, Riku Vassinen  Using Linkedin for business, P. Jay Massey Social CRM: Connecting Online Communities with CRM, Jamie Grenney, Ryan Ellis, Mark  Mashable’s twitter guide book Brundage  The twitter book, Tim O’Reilly – Sarah Milstein Search + Social: How to Get More from Your Organic Marketing, Rand Fishkin, CEO + Co-  Twitter for business, Laura Fitton founder SEOmoz, December 2010  140 twitter marketing tips, David Spinks  How to use linkedin for promoting your business, Robin Goel Social Business Forecast: 2011 The Year of Integration, December 2010, Jeremiah Owyang  Linkedin Extras for SlideShare Pro Users - Industry Analyst  Guy Kawasaki’s 10 ways to use LinkedIn The Future of Social Media, Graeme Wood  THEME DEVELOPMENT, an introduction to the basics of theming with WordPress, Thad Digital Strangelove (or How I Learned To Stop Worrying & Love The Internet), Allender  Starting a blog, Dr. Corinne Weisgerber The Social Graph Call, Wedbush Securities, November 2010,  10 ways to a killer blog, Robert and Maryam Scoble NAVIGUER DANS LE CHAOS, UNE ÉTUDE SUR LES MÉDIAS SOCIAUX, LUC-ANDRÉ CORMIER  How to Build a Blog, Mark James Normand Social Media @ FORD, Scott Monty, November 2010  IS3241 Enterprise Social Systems, Technology Presentation, GameCheck  Slideshare Zeitgeist 2010, creative How the Fortune 500 Use Social Media to Grow Sales and Revenue, Jamie Turner  Channeling your inner youtube, Brad Richardson Fashion and Digital Trends, Tom Ollerton  How to create viral videos?, November 2010, Tim Ho Social Media in Four Minutes (or less), Tom Ollerton   Social Networking Past, Present, Future, Mark Suster  Designing for interaction, Interfaces for socializing, Daniel Burka  How to Pick Up Followers on Twitter, Guy Kawasaki New business opportunities in retail, Hege Tenno What is social media one year later, Espresso- OUT OF THE FISHBOWL, Marta Kagan Managing Director US | Espresso, Illusions of Empowerment, Re-interpreting the Social Media Dream, Corinne Weisgerber
  41. 41. Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Mercuri Website : JF MESSIER’s blog: CreditAll photos in this presentation were purchase on logos or brand references are copyright of their respective owners.Slides from this document may not be repurposed without express written consent. Send permission requests