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for
Business:
a
primer.


        ERIC
WEAVER

SOCIAL
NETWORKING
CONFERENCE

         FOR
BUSINESS

        MAY
15,
2009

You
may
ask
yourself…

 Should
my
business
use
social
markeJng?

 Should
I
be
markeJng
on
Facebook?

 Why?

 What
kind
of
page
should
I
create?

 What
content
should
be
included?

 Who
else
is
using
Facebook
for
markeJng?

SHOULD
MY
BUSINESS
USE
SOCIAL
MARKETING?


Social
marketing
is
here
to
stay

 CONSUMERS
ARE
DROWNING
IN
NOISE

     Time
and
aPenJon
starvaJon
are
rampant

     Your
markeJng
efforts
are
fighJng
consumer
desires
to
get
their

      Jme
back

 SEARCH
ALLOWS
CONSUMERS
FIND
ANYTHING
THEY

  DESIRE

     For
many,
markeJng
and
adverJsing
are
no
longer
needed

     So
be
found,
where
your
consumers
are
and
where
relevant.

 TRADITIONAL
ADVERTISING
AND
MARKETING
EFFORTS

  ARE
NOT
TRUSTED

     Trust
is
shaPered,
more
than
ever
before

     Peers
are
the
most
trusted
source
for
company/product
info

     And
adverJsers
are
the
least
trusted.
OUCH.



SHOULD
MY
BUSINESS
USE
SOCIAL
MARKETING?

Customer
engagement
beats
“communications”

 Economist
2008
survey:

     75%
of
business
execuJves
think
higher
levels
of
customer

     engagement
will
translate
into
increased
profits.


     49%
think
inadequate
engagement
pracJces
are
to
blame

     for
up
to
25%
of
lost
sales.

Your
prospects
are
increasingly
social

 Adults
having
a
profile
on
a
social
network:

       75%
of
online
adults
18‐24

       57%
of
online
adults
25‐34

       30%
of
online
adults
35‐44

       19%
of
online
adults
45‐54

       10%
of
online
adults
55‐64

       7%
of
online
adults
65+

 More
than
1/3
of
all
online
adults
say
they
visit
a

 social
site
“daily”


Sources:
Pew
Internet
and
American
Life
Project,
12/08

Social
marketing
is
a
good
thing.

 Consumers
push
for
complete
transparency

 Pure
feedback,
oeen
from
brand
zealots,
drives

 quality
products
that
addiJonal
consumers
want

 Social
media
can
be
a
great
customer
service
channel

 Consumers
control
the
relaJonship,
building
trust

 Consumers
drive
the
content
and
conversaJon
(even

 more
trust)



SHOULD
I
BE
MARKETING
ON
FACEBOOK?

YES!
Facebook
is
the
#1
social
destination

 200MM
acJve
users

        100MM+
log
in
every
day

        66%+
are
out
of
college

        Fastest‐growing
demographic:
35+

 People
will
check
out
a
brand
presence

        62%
of
millenials
visited
a
brand
or
fan
page

        48%
of
millenials
“fanned”
or
joined

        More
than
4MM
people
“fan”
a
page
each
day


SOURCES:
Facebook
4/09
stats,
Pace
University
12/08
study

Why
are
they
frequenting
business
pages?

 Geing
news
or
product
updates
(67%)

 Having
access
to
promoJons
(64%)

 Viewing
or
downloading
videos/music
(41%)

 Submiing
opinions
(36%)

 ConnecJng
with
other
consumers
(33%)


    
If
your
business
has
prospects
on
Facebook
and
they

     would
find
any
of
the
above
interes@ng,
you
should
build

     a
business
fan
page.



SOURCE:
Pace
University
study,
12/08

But
do
my
older
customers
use
Facebook?

 276%
GROWTH

 INCREASE
IN

 CONSUMERS

 AGED
35‐54

 This
demographic

 is
doubling

 roughly
every
two

 months


SOURCE:
iStrategy
Labs
Study,
1/09

What’s
the
difference
between
a
fan
page,
a

group
and
a
user
proJile?

                                       FAN
PAGE
                GROUP
PAGE
                     PROFILE

      MulCple
profiles
per
                                   YES,
can
create
up
to
200

                                            YES
                                                    NO

           user
allowed?
                                             groups

                                 YES
–
visible
to
search,
    YES
–
visible
to
search,

   Search
engine
visibility
                                                                        NO

                                 and
non‐FB
members
          and
non‐FB
members

          Membership
size
             Unlimited
fans
         Unlimited
members
         Capped
at
5,000
friends

                                                              Can
message
no
more
        Can’t
message
all
your

                 Messaging
        Can
message
all
fans

                                                              than
5,000
members
            friends
at
once

                                   Updates
List
(must

   Announcements
go
to:
                                          To
your
inbox
                   N/A

                                   access
from
profile)

                                 Can
add
limited
apps
to

                                                               Very
limited
preset

               ApplicaCons
      Free
Page,
more
to
Paid
                                 Can
add
nearly
all
apps

                                                              applicaJons
available

                                          Page

                                   Can
measure
page

                    Metrics
                                            N/A
                       N/A

                                 acJvity
through
Insights



SOURCE:
hPp://slideshare.net/jdstar

Free
vs.
“partner”
brand
fan
pages

 Free
brand
pages
can
only
add
a
limited
number
of

 applicaJons

    Basic
photos,
videos,
events,
RSS
feed

    Not
all
applicaJons
that
work
on
your
personal
profile

    page
will
work
on
your
business
fan
page

 Businesses
can
“partner”
with
Facebook
to
create

 highly‐impacpul
brand
pages

    Typically
around
$25k‐35k
to
do
a
paid
partnership

       Buys
you
heavy
specialized
branding/skinning,
a
custom
URL

       Also
includes
ability
to
do
sponsored
stories

Pricey.
So
what
can
I
put
on
my
free
Fan
Page?

 Event
noJces
(tradeshows,
conferences,
specials)

 Custom
modules/applicaJons

 RSS
feed
from
your
blog
(try
“Simply
RSS”
app)

 Videos
(product
demos,
product
manager
thoughts)

 Photos
(from
events,
company
meeJngs,
new

 product
shots)

 Links
(to
category‐affecJng
legislaJon,
helpful
info)

 Notes
(equivalent
of
mini
blog
posts)

 Music/audio
(if
it
makes
sense)

What’s
a
custom
module?

 Custom
modules
will
allow
you
do
prePy
much

 anything
you
would
do
on
a
desJnaJon
website
on

 your
brand
page

 They
use
FBML
(a
Facebook‐specific
variant
of

 tradiJonal
HTML)
and
require
specialized
developers

 Typical
cost:
$35k‐$60k

Tips
for
setting
up
your
page

 Do
it
right
the
first
Cme.
The
URL,
page
name
and
other

  data
will
be
set
ONCE.

 Add
(valuable)
content
o]en.


    Switch
around
the
modules
to
keep
things
interesJng.

 Many
apps
“say”
they
can
be
used
on
a
fan
page,
but
in

  reality,
can’t.
Test
applicaJons.
Play
around.
Have
fun.

 Set
aside
some
$$$
for
traffic
building
if
possible

    FB
Social
Ads
are
targeted
and
cheap.

 Use
your
own
network
to
drive
traffic
to
your
fan
page

    Ask
friends
and
family
to
fan
you

 Give
it
Cme
to
work.
Keep
at
it.
Post
the
URL
elsewhere.

Should
I
advertise
on
Facebook?

 Carefully.

    Consumers
smell
self‐interest
a
mile
away.
If
you
adverJse,

    Je
in
a
truly
valuable
consumer
benefit:
coupons,
exclusive

    offers,
freebies.

 Social
Ads

    Ads
appear
in
the
right
sidebar

    Approximately
1.2
cents
per
impression.
$50,000
~
4.2MM

    impressions.

 In
reality,
the
most
trusted
adverJsing
comes
from

 friends
interacJng
with
your
fan
page,
and
their

 friends
seeing
noJficaJons
of
this
acJvity

Some
great
fan
page
examples

 INEXPENSIVE
PRESENCE

   PCC

   hPp://www.facebook.com/pages/PCC‐Natural‐Markets/
   21378269505

 MORE
EXPENSIVE

   The
Economist
hPp://www.facebook.com/TheEconomist

   Virgin
America
hPp://www.facebook.com/VirginAmerica

   BRITA
hPp://www.facebook.com/BritaFilterForGood

 PRICEY

   Dove
hPp://www.facebook.com/dove


More
examples

FINAL
THOUGHT:
“Who’s
got
time
to
tend
to
all

these
social
media
efforts?”

 Simply,
this
is
the
New
MarkeJng!

 Think
of
social
markeJng
not
as
an
“add‐on”

 requiring
“extra
effort”
but
as
a
paradigm
change
in

 the
way
we
do
markeJng…a
replacement
for
less

 effecJve
markeJng
channels

 Dedicate
some
of
your
spend
from
tradiJonal

 channels
to
the
new
ones

    Example:
kill
one
tradeshow
presence
and
dedicate
that

    spend
to
an
Online
Community
Manager
headcount

Where
can
I
Jind
out
more?

 APend
local
Facebook
“Developer
Garages”

       hPp://wiki.developers.facebook.com/index.php/Current_events

 Facebook
Pages
Insiders’
Guide

       hPp://www.scribd.com/doc/8718197/Facebook‐Pages‐Insiders‐
       Guide


 APend
local
social
media
events

    Social
Media
Club
SeaPle

    SeaPle
Net
Tuesday

    Local
impromptu
“tweetups”

    University
of
Washington
digital
media
events

Thank
you.

ERIC
WEAVER,
President

BRAND
DIALOGUE

+1
206
905
9328


hPp://twiPer.com/weave

hPp://branddialogue.com



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