SlideShare a Scribd company logo
How to use




           as a Social
Customer Relationship Management
               tool
            for FREE
            Tai Tran
WHY FACEBOOK?
because…
• Facebook is a Social Network
What’s with Social Network?
• Young people spend >= 16 hours / week
  online
• 96% have joined a Social Network
• $350 billion / year in direct spending
  power
• 78% believe in recommendations from
  other consumers (their friends in a Social
  Network)
• Consumers are less defensive
Facebook is world’s #1 Social Network

• 132.1 million unique visitors, June 2008
• 15 million active on Mobile, November
  2008
• Facebook is meant to be a platform for
  business
You can
    Eye consumers in details
•
    Get feedbacks
•
    Observe the trends
•
    Engage in conversations with consumers
•
    Engage in consumers’ conversations
•

• for FREE
DIFFERENT CHANNELS TO
REACH CONSUMERS &
POTENTIAL CONSUMERS
Direct Connection
• 5000 friends
• An account for a service is not effective
  – Looks weird
  – Looks artificial
  – Creates a feeling that the account is trying to
    sell something. In fact you are, but do so
    tactfully with other channels
• Create an account for yourself-the-person
Group
• Create a group
• Invite people
• Be interesting
      Write interesting introductions
  –
      Put real & serious-looking contacts
  –
      Say interesting things
  –
      Use media smartly (see Media slide)
  –
      Add values to members
  –
• The group members will invite their friends
Message
• Send messages to fans
• Send messages to Group members
• Send messages to Event attendants
Event (if applicable)
    Create Events
•
    Let the group be the host
•
    Invite people
•
    Events are automatically updated to
•
    people’s calendar
Media: Photos, Videos, Links
• Upload Photos to Group / Page
• Upload Videos to Group / Page
• Post useful links to resources other than
  your own service
Page
    More professional than a Group
•
    More creative than a Group
•
    Affirm your position of a service provider
•
    Contents
•
        Discussion boards
    –
        Events
    –
        Information
    –
        Notes
    –
        Photos
    –
        Reviews
    –
        Video
    –
        Wall
    –
Application
• Develop an application for users
• ROI?
Advertisement
• Options
  – Banner
  – Inline advertisement
• Receive consumers’ feedbacks on the Ad
  – User can vote up or down on your ad
Market Place
• A C2C portal
GENERAL STRATEGY
Use a variety of channels
• For example
  – Create a Page
  – Be interesting
  – Upload media
  – Be interesting
  – Organize events
  – Be interesting
  – Update
  – Be interesting
Pull
• The main idea of social media is Pull
• Pull
• If you Push, consumers push you back
  away
Be Social
    Give freebies
•
    Talk about people’s interest
•
    Truly care about people’s interest
•
    Share info other than your own services
•
    Be helpful
•
Personalize
• Mass messages are no different from ads
  on newspaper
• Personalize the message to different
  groups of consumers
• More potential consumers more focus
Engage in conversations
• Not broadcast, but conversations
  – Make it two-way
• CommunicatioN, not communicationS
  – CommunicationS help
  – But in the core it’s human communicatioN
Be Honest
    Be open
•
    Be honest
•
    Build trust
•
    “Marketing is being honest about the
•
    selected facts of the truth” – Tai Tran
    2005
Fun
    Be fun
•
    Spread the fun
•
    Have fun
•
    Enjoy the fun
•
Knowledge Management
• Make sure the
  account, knowledge, connections are not
  lost if the person in charge leaves
PITFALLS
Billboard 1.0 vs Media 2.0




          vs.
Spam
• Don’t send too many messages to Page
  fans / Group members / Event attendants
• Avoid writing on others’ Walls
Broadcast
• Broadcast is sending mass messages
  without caring about recipients
• Broadcast = Monologue
• Don’t boast
Stalk
• Don’t stalk people
Pro-Fun
• Fun
• And Professional
Possible consequences of Pitfalls
    Fans leave
•
    Group members leave
•
    People put you in their “Limited Profile”
•
    People block you
•
    Bad Word-of-Mouth
•
    Affect reputation
•
WHERE FACEBOOK CAN’T
SUBSTITUTE A FULL-PLEDGED
CRM
Deal tracking
•
    Full customer contacts
•
    Reports
•
    Integration with other systems
•
LOCAL PLAYERS
FROM VIETNAM
Some Active Vietnamese entities
    HR services                           Fashion
•                                     •
     – HR2B                                    FTV Vietnam
                                           –
     – Vietnam Jobs                            Ovvio
                                           –
    Education                                  Machio
                                           –
•
                                               Flaunt
                                           –
         VietAbroader
     –
                                          Technology services
                                      •
         RMIT Vietnam Business Club
     –
         Vietnam Creative Circle               Intel
     –                                     –
         OVS                                   Timnhanh
     –                                     –
    Dining / Clubs                             yUp.vn
                                           –
•
                                               Zing
                                           –
         Bounce
     –
                                               Metvuong
                                           –
         Cage
     –
                                               BarCamp Saigon
                                           –
         Xu
     –
                                          FMCG
                                      •
         Lush
     –
         Cantina Central                   – Budweiser
     –
         Barbecue Garden                  Other services
     –                                •
         K Cafe
     –                                     – MegaStar cineplex
                                           – K1 fitness
• …just some
• And the number is rising exponentially
But
• Most Vietnamese participants:
  – Create a Group
  – Invite people
  – Befriend whoever are in Vietnam or are
    Vietnamese
  – Create Event
• There are more than that:
  – Utilize the Page
Vietnamese entities which go beyond
         Player   Page   Application   Advertisement      Others


VinaCyber                                              Personalized
                                                       Networking
Timnhanh                                               Personalized
                                                       Networking
                                           
HR2B

                                            
VietAbroader


                             
yUp!

                   
Baomoi

                                            
Zing                                                    Knowledge
                                                          Sharing
                                                       (Bryan Pelz’s)
Hop on! It’s FREE


“The train is on, with or without you”
             Marta Z. Kagan
This is not only a Guide

IT IS AN EXAMPLE OF HOW WE
CAN UTILIZE SOCIAL MEDIA
References
• Marta Z. Kagan, What the F**k is Social
  Media, http://www.slideshare.net/mzkagan/what-the-fk-social-media

• Peter Kim, A List of Social Media Marketing
  Examples, http://www.beingpeterkim.com/2008/09/ive-been-
  thinki.html

• Dawn, Introduction to Facebook for Companies and
  Organizations, http://fastwonderblog.com/2008/09/25/introduction-
  to-facebook-for-companies-and-organizations/

• Facebook Corporate
  Blog, http://blog.facebook.com/blog.php?blog_id=company
Thank You & Good Luck
        November 2008

 More resources on my website:
        www.taitran.com

  Connect to me on Facebook:
   www.taitran.com/facebook

 Follow me on Twitter: @taitran

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How to use Facebook as a Social Customer Relationship Management tool for FREE

  • 1. How to use as a Social Customer Relationship Management tool for FREE Tai Tran
  • 3. because… • Facebook is a Social Network
  • 4. What’s with Social Network? • Young people spend >= 16 hours / week online • 96% have joined a Social Network • $350 billion / year in direct spending power • 78% believe in recommendations from other consumers (their friends in a Social Network) • Consumers are less defensive
  • 5. Facebook is world’s #1 Social Network • 132.1 million unique visitors, June 2008 • 15 million active on Mobile, November 2008 • Facebook is meant to be a platform for business
  • 6. You can Eye consumers in details • Get feedbacks • Observe the trends • Engage in conversations with consumers • Engage in consumers’ conversations • • for FREE
  • 7. DIFFERENT CHANNELS TO REACH CONSUMERS & POTENTIAL CONSUMERS
  • 8. Direct Connection • 5000 friends • An account for a service is not effective – Looks weird – Looks artificial – Creates a feeling that the account is trying to sell something. In fact you are, but do so tactfully with other channels • Create an account for yourself-the-person
  • 9. Group • Create a group • Invite people • Be interesting Write interesting introductions – Put real & serious-looking contacts – Say interesting things – Use media smartly (see Media slide) – Add values to members – • The group members will invite their friends
  • 10. Message • Send messages to fans • Send messages to Group members • Send messages to Event attendants
  • 11. Event (if applicable) Create Events • Let the group be the host • Invite people • Events are automatically updated to • people’s calendar
  • 12. Media: Photos, Videos, Links • Upload Photos to Group / Page • Upload Videos to Group / Page • Post useful links to resources other than your own service
  • 13. Page More professional than a Group • More creative than a Group • Affirm your position of a service provider • Contents • Discussion boards – Events – Information – Notes – Photos – Reviews – Video – Wall –
  • 14. Application • Develop an application for users • ROI?
  • 15. Advertisement • Options – Banner – Inline advertisement • Receive consumers’ feedbacks on the Ad – User can vote up or down on your ad
  • 16. Market Place • A C2C portal
  • 18. Use a variety of channels • For example – Create a Page – Be interesting – Upload media – Be interesting – Organize events – Be interesting – Update – Be interesting
  • 19. Pull • The main idea of social media is Pull • Pull • If you Push, consumers push you back away
  • 20. Be Social Give freebies • Talk about people’s interest • Truly care about people’s interest • Share info other than your own services • Be helpful •
  • 21. Personalize • Mass messages are no different from ads on newspaper • Personalize the message to different groups of consumers • More potential consumers more focus
  • 22. Engage in conversations • Not broadcast, but conversations – Make it two-way • CommunicatioN, not communicationS – CommunicationS help – But in the core it’s human communicatioN
  • 23. Be Honest Be open • Be honest • Build trust • “Marketing is being honest about the • selected facts of the truth” – Tai Tran 2005
  • 24. Fun Be fun • Spread the fun • Have fun • Enjoy the fun •
  • 25. Knowledge Management • Make sure the account, knowledge, connections are not lost if the person in charge leaves
  • 27. Billboard 1.0 vs Media 2.0 vs.
  • 28. Spam • Don’t send too many messages to Page fans / Group members / Event attendants • Avoid writing on others’ Walls
  • 29. Broadcast • Broadcast is sending mass messages without caring about recipients • Broadcast = Monologue • Don’t boast
  • 31. Pro-Fun • Fun • And Professional
  • 32. Possible consequences of Pitfalls Fans leave • Group members leave • People put you in their “Limited Profile” • People block you • Bad Word-of-Mouth • Affect reputation •
  • 33. WHERE FACEBOOK CAN’T SUBSTITUTE A FULL-PLEDGED CRM
  • 34. Deal tracking • Full customer contacts • Reports • Integration with other systems •
  • 36. Some Active Vietnamese entities HR services Fashion • • – HR2B FTV Vietnam – – Vietnam Jobs Ovvio – Education Machio – • Flaunt – VietAbroader – Technology services • RMIT Vietnam Business Club – Vietnam Creative Circle Intel – – OVS Timnhanh – – Dining / Clubs yUp.vn – • Zing – Bounce – Metvuong – Cage – BarCamp Saigon – Xu – FMCG • Lush – Cantina Central – Budweiser – Barbecue Garden Other services – • K Cafe – – MegaStar cineplex – K1 fitness
  • 37. • …just some • And the number is rising exponentially
  • 38. But • Most Vietnamese participants: – Create a Group – Invite people – Befriend whoever are in Vietnam or are Vietnamese – Create Event • There are more than that: – Utilize the Page
  • 39. Vietnamese entities which go beyond Player Page Application Advertisement Others VinaCyber Personalized Networking Timnhanh Personalized Networking   HR2B  VietAbroader  yUp!  Baomoi  Zing Knowledge Sharing (Bryan Pelz’s)
  • 40. Hop on! It’s FREE “The train is on, with or without you” Marta Z. Kagan
  • 41. This is not only a Guide IT IS AN EXAMPLE OF HOW WE CAN UTILIZE SOCIAL MEDIA
  • 42. References • Marta Z. Kagan, What the F**k is Social Media, http://www.slideshare.net/mzkagan/what-the-fk-social-media • Peter Kim, A List of Social Media Marketing Examples, http://www.beingpeterkim.com/2008/09/ive-been- thinki.html • Dawn, Introduction to Facebook for Companies and Organizations, http://fastwonderblog.com/2008/09/25/introduction- to-facebook-for-companies-and-organizations/ • Facebook Corporate Blog, http://blog.facebook.com/blog.php?blog_id=company
  • 43. Thank You & Good Luck November 2008 More resources on my website: www.taitran.com Connect to me on Facebook: www.taitran.com/facebook Follow me on Twitter: @taitran