This document provides an overview of developing a Facebook channel and marketing strategy. It discusses what Facebook is, how people commonly use it, and provides an example of how RIM uses Facebook. It then outlines the key aspects of an effective Facebook marketing strategy, including engaging existing fans, driving action, adding scale, and measuring success. Various Facebook features are also explored, such as special offers, social plugins, mobile integration and location-based services. The document stresses the importance of measuring the results of any Facebook marketing campaign.

1. Developing Your Facebook
Channel

2. Topics
• What is Facebook?
• Starting with an Example
• Special Offers and Exclusive Deals
• Group Pages
• Social Plugins
• Mobile
• Location Based Services
• Summary
• Fast Facts- Digital Jungle

3. Defining Facebook
―Facebook is a social networking website — a
gathering spot, to connect with your friends
and with your friends friends. Facebook allows
you to make new connections who share a
common interest, expanding your personal
network.‖

4. How are people using Facebook
 500 million active users worldwide
 Average user has 130 friends
 2nd most visited web site in the world 850 million
photos, 7 million videos, and 28 million pieces of
content are uploaded each month
 More than 95% of Facebook members have used at
least one application built on Facebook Platform
 More than 4 million users become fans of Pages
each day

5. RIM Example

6. Facebook Marketing Strategy
1. ENGAGE 2. DRIVE 3. ADD 4. MEASURE
ACTION SCALE • Reach
• Find and - Fans
engage • Leverage
existing -Mentions
• Provide offline
fans •
applications
events Engagement
that enlist
-
• Host ambassado Discussions,
discussion rs • Advertise content,
s and through reviews, and
provide posts
useful • Provide existing
resources coupons to media  Action
track - Contest
• Invite fans to purchases entries
• Add your - Coupons
upload social redeemed
content • Hosts
Web links - Purchases
contests driven
• Provide with opt-ins to your
- Web traffic
branded for further brand driven
digital contact Web site -Application
goods users

7. Before you start, The Check List
 Complete this checklist of questions to build a successful Facebook strategy for your
brand before you jump in.
 What is the engagement value: what can you offer people that they will find
valuable?
 Are you ready to respond to your customers and encourage them to talk about your
brand?
 Are you ready to make a commitment beyond a campaign?
 How will your other marketing communication strategies integrate with Facebook?
 What assets - tools and content – can you leverage?
 Do you have your company behind you and resources available?
 How will you measure success?

8. Understanding
Facebook Features

9. Rewards & Discounts
Offering social followers special rewards (exclusive/early
access)

10. Special Offers & Vouchers

11. Facebook Commerce

12. Page Management
Global Facebook Page Management

13. Group Pages

14. Social Plugins
Social plugins let you see what your friends have liked,
commented on or shared on sites across the web

15. Social Plugins
Social plugins let you see what your friends have liked,
commented on or shared on sites across the web

16. External logins
Facebook login allows for a deeper fan engagement
experience for external websites

17. Making the physical, virtual

18. Social commerce app

19. Social Gaming

20. Location Based Services
The race to leverage location based services

21. Mobile Social Networking
Making mobile more social

22. Mobile
Making mobile more social

23. Mobile
Making mobile more social

24. Location Based Services

25. Location Based Services

26. Location Based Services

27. Closing the
Facebook

28. Always Measure
 Facebook can be a very effective platform to develop
engaging and innovative campaigns. However, it is always
critical you measure your campaigns.
• Number of fans for your brand pages
• Number of brand mentions on walls
• Number of news updates x fans Ad impressions
• Number of discussion topics
• Number of wall posts on brandpage
• Number of wallposts (measured by Lexicon)
• Number and tone of reviews posted
• Amount of content or offers shared
• Video views
• Click through rates for advertisements
• Number of contest entries
• Number of applications downloaded
• Offline actions driven by coupons or special offers
• Web traffic generated

29. Putting It Together
Marketing in a Social World is about People. Look
for ways to connect and engage

30. Final Thoughts
 Every industry and vertical is going to be
re-though in a social way.
 The real disruption is about people
redesigning these social spaces.
 Social spaces will become the
containers for business, home and play

31. Thank you
Desmond Omovie
desmond.omovie@capitalmediang.com