This document provides a summary of a webinar on using Facebook for business. The webinar covered building a Facebook strategy, engaging customers on Facebook, adding scale through advertising and offline events, and measuring success. It also discussed trends like Facebook Connect and mobile social networking. Attendees learned best practices like hosting discussions, giving digital goods to fans, and using targeted ads, as well as pitfalls to avoid like spamming fans or ignoring unofficial pages. Resources for additional reading and optimizing Facebook pages were also provided.
1. Facebook for Business
Listen to audio over your computer speakers
or you may phone in:
Australia #: 02 8014 7529
New Zealand #: 0800 451 500
Access Code: 328-973-038
We will begin at approximately Noon Australian EDST
5. Our speakers
Brian Giesen Suzi Dafnis
Director, Strategy Community Director
Ogilvy
Australian
360o Digital Influence Businesswomen's
Network
@bdgiesen
@SuziDafnis
7. Agenda
01 The Facebook Landscape
02 Building Your Strategy
03 Engaging Your Community
04 Action!
05 Adding Scale & Impact
06 Measuring Success
07 3 Facebook Trends to Watch
08 What NOT to Do
09 How-to Resources
10. QQ
Facebook
Friendster
Wretch
Zing
Orkut
hi5
Mixi
Cyworld
Social Networks Are Diverse,
But Trending the Same Way
11. “Facebook is a social network that helps people
communicate more efficiently with their friends,
family and co-workers. Anyone can sign up for
Facebook and interact with the people they
know in a trusted environment.”
12. Global Facebook Trends
• 300 million active users worldwide
• Over 70% of users are from outside the US
• 2nd most visited Web site in the world
• 14+ million videos, and 2+ billion pieces of
content uploaded monthly
• 95%+ of Facebook members use applications
19. Checklist: Critical Strategic Questions
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 marcom 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?
21. 4 Elements of a Successful Facebook Strategy
1. ENGAGE 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE
• Find and engage • Provide • Leverage offline • Reach
existing fans applications that events
- Fans
• Host discussions enlist ambassadors
• Advertise through
- Mentions
and provide useful • Provide coupons to existing media
resources track purchases • Engagement
• Add your social
• Invite fans to • Hosts contests Web links to your - Discussions,
upload content with opt-ins for brand Web site content, reviews,
further contact and posts
• Provide branded
digital goods • Action
- Contest entries
- Coupons redeemed
- Purchases driven
- Web traffic driven
23. Engage Your Community
3 ways to engage your Facebook community:
1. Reach out to existing fan & groups on Facebook.
2. Host discussions around your customers’ interests.
3. Provide fans with branded digital goods.
28. Action!
3 Ways to Get Your Facebook Fans to Take Action!
1. Provide coupons, discounts and exclusive offers for fans
2. Offer applications that provide value or support a cause
3. Host contests and promotions that drive users to a landing page
4. Apply for an internship or paid position
33. 1 Clicks x 12 individuals x 4.14 individuals = 60+ Communications
G0 G1 G2
Add Scale With Advertising
ADD SCALE VIA ADVERTISING
34. Adding Scale & Impact
3 ways to increase the scale and impact of your program:
1. Use targeted advertising within Facebook to reach users in
specific locations, interest groups, or age ranges.
2. Leverage your existing media presence to drive traffic to your
Facebook page
3. Highlight your Facebook presence at offline events
41. Measuring Success
KFC Australia fan page live
Sunday 14 June supported by
Facebook engagement ads
Cayan Grill coupon linked to
fan page Tuesday 16 June
KFC fans multiply by 1000s:
Monday 7,000
Tuesday 15,000
Wednesday 19,000
Thursday 24,500 10.4 million
Friday 29,900+ impressions
Monday 50,000+ 18-29 YO’s
Sydney,
6 July 83,700+ Melbourne,
Brisbane
44. 3 Trends to Watch: Facebook Connect
• Platforms:
– Your website
– Your blog
– Your iPhone application
• Uses:
– Seamlessly "connect" their Facebook
account and information with your site
– Connect and find their friends who also use
your site
– Share information and actions on your site
with their friends on Facebook
45. 3 Trends to Watch: Mobile Social Networking
• There are more than 65
million active users
currently accessing
Facebook through their
mobile devices.
• By 2010 mobile social
network users worldwide
are expected to reach 369
million.
• As of March 2009, users can
instantly sign up to become
brand fans through SMS.
46. 3 Trends to Watch: Gift Monetisation
• November 2008 Facebook switches
the cash value of gift for credits.
$1.00= 100 credits.
• April 2009: Facebook begins
testing an option to give friends
credits as social capital.
• Currently, brands can sell virtual
gifts for 100-200 credits.
• In the future, people may be able
to exchange credits for an
expanding array of Facebook
items.
48. Facebook Don’ts
• DON’T filter your fans reviews or content simply to protect your messaging.
• DON’T spam fans with messages or invitations to their inboxes.
• DON’T violate Facebook’s Terms of Service.
• DON’T ignore unofficial fan pages or groups.
• DON’T alienate unofficial fan pages or groups.
• DON’T abandon your fans.
• DON’T let your PR agency run your page. Authenticity counts.
• DON’T be afraid of negative comments.
• DON’T leave negative or inflamatory comments unresponded to.
• DON’T engage in practices you would never consider outside of Facebook.
• DON’T forget about existing content you can repurpose
50. Recommended Reading
• Asia Digital Map: http://www.asiadigitalmap.com/category/facebook
• The Facebook Blog: http://blog.facebook.com/
• Mashable: http://mashable.com/
• Inside Facebook: http://www.insidefacebook.com/
• Facebook’s Developer’s Wiki:
http://wiki.developers.facebook.com/index.php/Main_Page
• Full Interview with Kevin Barenblat: http://tinyurl.com/Kevin-Barenblat-Interview
• Full Interview with Mike Hoefflinger : http://tinyurl.com/Mike-Hoefflinger-Interview
• Full Interview with Kristin Foster: http://blog.ogilvypr.com/
• The Daily Influence: http://thedailyinfluence.com/
51. Additional Resources
How to…
• Create a brand page: http://tinyurl.com/create-a-brand-page
• Optimize your brand page: http://tinyurl.com/optimize-a-brand-page
• Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs
• Buy targeted advertising: http://tinyurl.com/buy-facebook-ads
• Create an application: http://tinyurl.com/build-facebook-apps
• Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect
• Search on Lexicon: http://www.facebook.com/lexicon/
• Brainstorm keywords using Google’s Keyword Tool: http://tinyurl.com/Googles-
key-word-tool
52. “ One company that goes with this online-initiated flow is
Ogilvy Public Relations.
” CONTACT
Brian Giesen
“ ”
Regional Director || 360° Digital
Regional Director 360° Digital
25 China Experts you should follow on
Influence
Influence
Twitter… Thomas Crampton Ogilvy Sydney
Ogilvy Sydney
p +61 2 8281 3853
p +61 2 8281 3853
e brian.giesen@ogilvy.com.au
e brian.giesen@ogilvy.com.au
tt @bdgiesen
@bdgiesen
asiadigitalmap.com
asiadigitalmap.com
“ Ogilvy's digital specialist Brian Giesen outlined the
best strategies for getting business results on social
networking site Twitter. ” For case studies...
www.asiadigitalmap.com
54. Suzi Dafnis
Community Director
Australian Businesswomen’s Network
presented by the:
55. Facebook for Business
About the Australian Businesswomen’s Network
• Offline
• Online
• Why Social Media?
• Why Facebook?
56. Facebook for Business
Why we started using Facebook
• to engage our community
• to drive traffic to our website
• to use the interactive capabilities of Facebook e.g. applications,
web 2.0 tools
• to leverage both online and offline media we were using
Facebook Page at:
www.abn.org.au/facebook
57. Facebook for Business
Facebook integration
• Website
• Other social tools (e.g. Flickr, Blog,
Twitter)
• Other online media/communications
60. Facebook for Business
Community Engagement
• How we’ve engaged community?
• What has worked and what has not?
• What is the benefit to the customer?
• Encouraging interaction
61. Facebook for Business
Add Scale (Leverage)
• Leverage other online communications
• Leverage existing media
• Leverage existing marketing and events
62. Facebook for Business
Leverage
• Different team members are responsible for different
aspects
• Tweets and blog posts go to Facebook automatically
and populate those pages
• Photos from our Flickr stream
• % of traffic to our site from Facebook
• Applications - what we've integrated into our page
64. Facebook for Business
Future
• Elements yet to be used
– More engagement and
reasons for people to interact
there
• Offers
• Discussions (vs Forums)
NEW: Added today!
66. Learn more about GoToMeeting!
Please call now to have all your
questions answered.
Try it Free
1800 451 458 (Australia)
0800 424 874 (New Zealand)
www.GoToMeeting.com.au
We will send you a link to the
recorded session within 24 hours.
Thank you for attending!
