How companies are using social media tool Facebook to communicate with customers and engage them online. He will discuss the importance and relevance of this tool as well as provide some tips on what not to do in this space.
3. Agenda
1. Facebook in 2009
2. Why use Facebook to engage customers
3. Facebook tools to engage
4. Developing strategy and engaging customers
5. What not to do
6. Further reading
5. Facebook
More than 200 million active users
5.4 million Australian users
The fastest growing demographic is those 35 years
old and older
More than 4 million users become fans of Pages
each day
Every month, more than 70% of Facebook users
engage with Platform applications
Source: Facebook & Comscore
6. Twitter
679,000 Australian users
Over 1000% growth in visits in the last 12 months
Is being used to establish high number of loose
connections between new and existing friends
Source: Hitwise
9. Why brands should engage via Facebook
Provide customers with ways to engage with your
brand in their own environment
Seek feedback and observe trends
Build brand loyalty and trust through conversations
Develop a community of customer advocates
Extend the reach of communications
Make content easy to share
10. How consumers feel towards brands in social media
23 percent of online Australians interacted with a
company via a social networking site during 2008
52 percent of Australians who use social networking
state companies need to find new ways for
consumers to interact with their brands
Source: Nielsen Online
14. Tools
Public Profiles (recently replaced Fan Pages)
User Initiated Groups
Branded Applications
Social Advertisements
Facebook Connect and Facebook Lexicon
15. Public Profiles
Should be the social media hub for your brand
acting as a dynamic resource that provides users
with something useful to come back to which
naturally ties into how they use Facebook
Can communicate information, news, events,
photos, videos and answer questions openly in an
environment seen by other internet users
Australian examples:
LOVER
Samboy
iiNet
20. Branded applications
Need to be dynamic and personal that provides a
valuable experience, build social capital or provides
entertainment for the user
Australian example:
21. Social ads
BCM used Facebook Advertising successfully for a
recent Queensland Transport campaign
Targeted placement using original and compelling
creative ensured click-throughs comparable to
search engine marketing
22. Facebook Connect and Facebook Lexicon
Facebook Connect allows users to share their
Facebook account and information with other web
sites and services (e.g. iPhone Apps) site (increase
users/signup on your website) allowing them to
connect and find their friends who also use your site
Facebook Lexicon is a trend mapping tool which
shows how frequently your search terms appear in
Facebook Wall conversations over time
24. Strategy and engagement
Identify what you can bring to Facebook and the
types of conversations you want to have and how
you would like to see those develop
Implement a content plan that is:
Appealing
Simple
Conversational
Social
Targeted
Continuous
25. Strategy and engagement
Ongoing conversations
Deal with complaints
Ensure employees get involved
Regular messaging to current brand fans
Identify existing communities to interact with
Host discussions
Invite fans to upload content
Put in place metrics to measure your success and …
27. What not to do
Don’t be fake
Don’t spam users with messages
Don’t have an inactive presence
Don’t edit or remove negative comments
Don’t respond only to compliments
Don’t alienate unofficial user initiated fan pages