This document provides an overview of using Facebook for business purposes. It discusses Facebook's large user base and how people use the platform. The document then explains how to create an effective Facebook page for a business or organization by setting goals, designing the page layout, encouraging sharing and interaction, and measuring success. It emphasizes creating a customer-centric page to build a vibrant online community around a brand.

1. SESSION 01:
Getting Started

2. Whatdoyouexpect
fromthisclass?

3. Learning Outcomes
To understand why Facebook could be valuable
for business and organisations.
To illustrate some case studies of organisations
having used Facebook successfully.
To clarify the important steps for creating a
Facebook Fan Page, and to understand how
this Fan Page should be managed successfully.

4. WhyFacebook?

5. ActiveWorldwideUsers
1’000’000’000+
ofuserslogontoFB
inanygivenday
50%
facebook.com/press, 2012

6. Averageuserspends
45minutes+
perdayonFacebook
facebook.com/press, 2012

7. Peopleages
25-34
useFacebookthemost
Emarketer, 2012
0
6
12
18
24
30
0-17 18-24 25-34 35-44 45-54 55-64 65+
6.5
14.1
21.3
23.7
29.7
24.5
21.4
Users(millions)

8. Piecesofcontent
sharedperweek
4’000’000’000+
news.cnet.com, 2012

9. Localbusinesseswith
activeFacebookpages
11’000’000
Sandberg (Facebook COO), 2012
Morethan

10. Creatingmorethan
15’000’000’000
fans
techcrunch.com, 2012

11. StarbucksFanPage-35’316’064fans

12. Top 10 brands with high n° of fans
Brands March 2012 March 2013 Oct. 2013 Increase %
Coca-Cola 40,265,615 60,437,105 73,413,551 21%
Disney 34,026,928 42,665,581 45,113,919 6%
Red Bull 27,233,442 36,573,709 40,299,778 10%
Converse All Star 23,023,402 35,488,553 37,107,427 5%
Starbucks 28,935,080 33,897,739 35,316,064 4%
Playstation 21,439,144 30,719,384 35,084,477 14%
Oreo 25,249,909 32,218,245 34,410,969 7%
iTunes 20,607,338 25,419,835 30,632,551 21%
On 06.03.2013Source: www.socialbakers.com/facebook-pages/brands

13. Top 10 brands with high n° of fans
Brands March 2012 March 2013 Oct. 2013 Increase %
Coca-Cola 40,265,615 60,437,105 73,413,551 21%
Disney 34,026,928 42,665,581 45,113,919 6%
Red Bull 27,233,442 36,573,709 40,299,778 10%
Converse All Star 23,023,402 35,488,553 37,107,427 5%
Starbucks 28,935,080 33,897,739 35,316,064 4%
Playstation 21,439,144 30,719,384 35,084,477 14%
Oreo 25,249,909 32,218,245 34,410,969 7%
iTunes 20,607,338 25,419,835 30,632,551 21%
On 06.03.2013Source: www.socialbakers.com/facebook-pages/brands
Anditkeepson
increasingeveryday!

14. HubSpot, 2012
62% of marketers said
social media became
more important to
their marketing
campaign in the last
6 months

15. HubSpot, 2012
51% of fans are
more likely to
purchase from
brands they
‘Like’
on Facebook

16. PewResearch, 2012
of Facebook
consumers follow
links posted by
family and friends.
70%

17. HubSpot, 2012
of online consumers have made a
purchase based on recommendations
from friends on Facebook
33%

18. Why do consumers connect?
ExactTarget, 2010
To receive discounts and promotions
To show my support for the company to others
To get a “freebie” (e.g. free samples, coupon)
To stay informed about the activities of the company
To get updates on future products
To get updates on upcoming sales
For fun or entertainment
To get access to exclusive content
Someone recommended it to me
To learn more about the company
For education about company topics
To interact (share ideas, provide feedback)
0% 10% 20% 30% 40%
13%
13%
21%
22%
25%
29%
30%
33%
34%
36%
39%
40%

19. Butwhatisthevalue
ofafanforan
organisation?

21. 1. For what purpose did Bud Light create a
hotel for that event?
2. Can you explain the advantages for the
brand to implement those Facebook photo
kiosk at the event?
3. What are the advantages for a brand to have
fans to ‘Like’ their Page?
4. What do you understand by the ‘multiplying
factor’?

23. Facebook’s Complexity
Personal Profiles, Timeline
Fan Pages, Community Pages,
Places Pages, Group Pages,
Groups, Events,
News Feed, Wall, Stream,
Tags, Comment, Like,
Friends, Members, Fans/”Likers”,
Apps, Social Plugins, API,
Analytics/Insights,
Facebook Questions,
Facebook Places,
Facebook Advertising.
(Smith, 2010)

24. Howtobegoodat

25. TheGoalIsn’ttobe
GoodatFacebook,
TheGoalistobeGood
atBusinessbecauseof
Facebook!
(Baer, 2010)

26. Key Questions b4 creating a Page
1. Who will take care of
this, current or new staff?
2. Why are we doing this?
3. Who is our audience?
4. What do we want to tell
them?
5. What do we want them
to do?
6. How will we measure
success?

27. What is your Objective?
Create Awareness,
Bring them to your website,
Increase Sales,
Market Research,
Customer Service,
Drive traffic to your blog,
Get media attention, ...

28. A Customer-Centric Fan Page
Timeline shows posts by
page and fans,
Timeline post turned on to
allow fans and visitors to
posts what they like (posts,
photos, videos, links),
Prompt commenting,
Personalised,
Relevant and varied content.

29. Encourage Sharing
Aim first for social success and
not marketing success!
Aim to build a vibrant
community.
Cultivate sharing, feedback
and interaction.
Create ways to interact with
fans.

30. Step 1 - Design with Timeline

31. Cover Photo
Visual space to
communicate the
values of your brand
Profile Image
The perfect place
for your logo
Brief stats
N° of fans and n°
of ‘people talking
about this’
About
Presentation of
your Page
Direct Messages
Customers and fans
can now directly
communicate with
the Page admins
Facepile
List of all your fans
with their picture.
Your personal friends
will show first
Timeline of posts
Able to navigate
through the history of
the brand
Custom Apps
List of all the Apps
used by the Page

32. Larger, Highlighted Posts

33. Setting Company Milestones

34. Setting Company Milestones

35. Setting Company Milestones

36. Step 1 - Get Started
Create your page
-Choose Category,
-And Page name.
Choose very
carefully!

37. Step 1 - Company Details
Company details,
About us, Page mission,
What’s in it for the fans,
How will it be moderated,
Not too many links to
external sites.

41. It’svitaltobeLiked!

42. Conclusion
Understand why you need to
be present on Facebook.
Know your audience and what
you want tell them.
Your FB Fan Page should
enhance user experience,
Facebook is all about FUN!
Organisations should keep
that in mind when building
their Page.

43. List of References
Bratton, S., Evans, D. (2008) Social Media Marketing: An Hour a
Day. USA, Wiley & Sons.
Dunay, P., Krueger, R. (2009) Facebook Marketing for Dummies.
USA, Wiley & Sons.
Traedaway, C., Smith, M. (2010) Facebook Marketing: An Hour a
Day. USA, Wiley & Sons.
Smith, M. (n.d.) Facebook Marketing Expert. Blog [Online].
Available at: <http://www.marismith.com/>.
Social Media Examiner (n.d.) The Social Media Examiner, your
guide to the Social Media Jungle. Blog [Online]. Available at:
<http://www.socialmediaexaminer.com/>
Zarrella, D. (2009) The Social Media Marketing Book. USA, Riley.