This document discusses how businesses can leverage social media, specifically Facebook, to connect with customers in a digital world. It begins with an agenda that covers why social media is important, best practices for creating and publishing content on Facebook pages, using ads and sponsored stories, and helpful technology tools. Some key points include: friends and social proof influence purchase decisions; posting engaging photos and videos along with regularly engaging questions generates more interactions; and advertising and apps can help drive sales and actions both on and off Facebook. The presentation provides specific Vietnamese examples and emphasizes how localization is important for relevance.

1. How your business will be
better in a connected world
Huynh Kim Tuoc

2. AGENDA
1
Why Social Media
2
How to approach Facebook
I Page – Best practices
II Media
III Technology

3. AGENDA
1
Why Social Media

4. Wisdom of friends

5. 60% of jobs are found
through friends
U.S. Department of Labor

6. 90% of people trust friends more
than critics for music
recommendations
Zune Study, 2008

8. • Power of friend - ComScore research shows that friends of fans typically
represent a much larger set of consumers than a brand's fans - 81 times
larger, on average, for the top 1000 brand pages.
• Influence - Ads with social context: 68% to remember seeing the ad, x2 to
remember message of the ad, x4 likely to purchase (Nielsen)
• Targeting - According to a Nielsen OCR study,
1.
2.
narrow targeting (i.e. “women ages 18-34”) Facebook reaches its
intended audience 90% of the time versus an online industry standard
of 35% and an American Idol average of 11%.
broad targeting (i.e. “all women”), Facebook reaches its intended
audience 95% of the time versus an online industry average of 72% of
the time and an American Idol average of 55%.

10. 2 hrs, 10
mins
1 hr, 19 mins
6 hrs, 36
mins
1 hr, 15 mins
1 hr, 14 mins
Average hours per month
hours
Source: Nielsen monthly time spent February 2011

11. AGENDA
2
How to approach Facebook
I Page – Best practices
II Media
III Technology

12. Not just reach. Not just clicks.
BUILDING ESSENTIAL
CONNECTIONS
Tuoc likes Vietnam

13. 3 Step Building Blocks
Pages
Ads and
Sponsored Stories
Technology

16. Page Insight - Who are your fans?
•
Fans gender and age breakdown
•
Also includes:
• Top 20 countries where your
fans reside
• Top 20 cities where your fans
reside
• Top 20 languages your fans
speak
•
Use this tab to ensure relevant
content is being published to your
fan base- ensure your publishing
is targeted by language/location
and push out local messaging to
different cities

17. Publishing top 10 best practices
1. Post succinct content
– Posts between 100 and 250
characters (less than 3 lines of
text)
– See about 60% more likes,
comments and shares than
posts greater than 250
characters.

18. Publishing best practices
2. Post photos and videos
– Rich media tends to draw attention
more than simple text. Whenever
you want to share a message on
your Page, consider using related
pictures or videos to make your
message stand out.
– a photo album, a picture or a video
generate about 180%, 120%, and
100% more engagement than the
average post, respectively.

19. Publishing best practices
3. Post regularly
• Your fans will be more likely to
engage with your content if you
remain top of mind. Only you can
know.
• A grocery store might post two or
three times a week when it
receives new products.
• A restaurant might post every
day to let his fans know what the
daily special is.

20. Publishing best practices
4. Ask for your fans’ opinion
• Your Page should a be a place
for conversations between
you and your fans.
• Ask your fans questions.
• Seek their input in your
decisions, and use your Page
as a way to gather feedback
about your products.

21. Publishing best practices
5. Ask questions using our
Questions product
• With our Questions product,
you can ask your fans for
ideas and feedback about
how to improve your
• business. Fans can agree with
an existing answer with a
single click, or add a different
response. This is an easy way
to gather insights.

22. Publishing best practices
6. Try posting “fill in the blank”
posts
• If you want to give your fans
a very simple way to engage
with your post, ask them to
finish your sentence.
• Fill-in-the-blank posts
generate about 90% more
engagement than the average
post.

23. Publishing best practices
7. Give your fans access to
exclusive information
• As a reward for liking your
Page, give fans access to
exclusive, behind-the-scenes
information
• Announcing new products to
fans on Facebook before
anywhere else
• Early access to sales, or posting
exclusive photos from events
on your Page.

24. Publishing best practices
8. Reward your fans with
deals and perks
•
•
Promote your existing deals via
your Page to offer specific deals or
perks only to your fans.
You can use your Page to
distribute coupon codes, link to
some of your promotions.

25. Publishing best practices
9. Be timely
•
•
Current events, holidays or news.
For example, we’ve found that
posts mentioning Independance
Day near Sept 2nd generated about
90% more engagement than all
posts published on that day.
Chúc mừng Quốc Khánh 2 tháng 9 !

26. Publishing best practices
10. Localize your posts if
they’re only relevant to a
specific audience
• Products in specific
countries.
• Use the geo-targeting
feature .

27. 3 Step Building Blocks
Pages
Ads and
Sponsored
Stories
Technology

28. Marketplace - CPC
• Auction-based pricing
• Fan acquisition
• Drive actions
•
Off-site clicks
•
Transactions
•
Game installs
•
E-commerce sales
•
Kick-start fan base

29. The evolution of our premium ad product
Like ad
Sponsored Story
Poll ad
Standard ad
Event ad
App ad
Commenting ad

30. Ad Opportunities
Pages can create these types of posts:
1.
Status Updates (text)
2.
Photos
3.
Videos
4.
Links
5.
Questions
6.
Events
And these can be turned into Ads

33. 3 Step Building Blocks
Pages
Ads and
Sponsored Stories
Technology

34. Technology to make your business
more engaging: E Commerce

35. Sample Facebook apps in Viet Nam

36. Sample of Facebook store app in Viet Nam

37. And that is how your business will be
better in a connected world !
Thank you
Huynh Kim Tuoc