Social media tools like Facebook are redefining how your customers and stakeholders interact online. Isn't it time to learn how your business can leverage this powerful platform?
WIth these slides from a SmartCompany webinar, you'll get practical steps on how to develop and implement a Facebook strategy for your business - including what NOT to do.
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Facebook strategy for your business
1. Facebook strategy
for your business
James Thomson
SmartCompany.com.au
Brian Geisen
Ogilvy 360° Digital Influence
Jonathan Nguyen
Ogilvy 360° Digital Influence
2. At Ogilvy’s 360°Digital Influence , we use a deep
understanding of how social media works, the
science of influence and what drives word of mouth
to deliver business value.
3. FACEBOOK FOR BUSINESS
ARE YOU READY
1.
2.
The Australian Landscape (Stats & Stuff)
Getting Prepared
3.ARE YOU READY
7 Deadly Sins of Facebook Marketing
ARE YOU READY
4. Creating a Facebook Strategy
ARE YOU READY
6. 9.4 million Australians use Facebook each
month
63% Of Australian Online Users Use
Facebook
* SOURCE: Nielsen Australia, October 2010
7. 8.19 hours Average time Australians spend on
Facebook per month*
19 of 20 Minutes spent on Facebook are spent
in the newsfeed**
*SOURCE: Nielsen Australia, March 2010
** SOURCE: Buddy Media, January 2011
8. 34% Of online Australians have followed or
joined a company, brand or product
63%
Of Australians have watched an online
video about a product or service.
*SOURCE: Nielsen Australia, March 2010
9. #1 Activity
In social media in Australia is Sharing
a Video
1,300% increase over last year
SOURCE: Nielsen Australia, March 2010
10. Search
The new home page, shelf space &
front page
90% Of people start their Internet
session on a search engine.
SOURCE: Nielsen Australia, March 2010
11. 14% Trust Advertisements
86% Trust the opinions of other Australians
for product/service recommendations
13. #1: ABANDONMENT
• Creating a fan page, inviting people,
and then abandoning the page
• Often created around specific ad or
PR campaigns, or one-off events
14. #2. IRREGULARITY
• Posting infrequently or irregularly,
leaving fans guessing
• Daily posting is a key ingredient to
success
15. #3: VERBOSENESS
• Wordy wall posts that don’t have a
clear call to action turn people off
• Sprinkle in short, relevant questions
geared to “start” conversations
• Use photos & video
16. #4. CANNED RESPONSES
• Using the same canned responses to
fans over and over
• “Thank you for your message, please
email us here for more information”
17. #5: ANARCHY
• No moderation of the page or rules
by the business/brand
• Spammers, profanity & unrelated
marketers rule the fan page
18. #6: ISOLATION
• Multiple, independent pages
setup for a business
• What happens on a Facebook
tab stays on a Facebook tab!
19. #7. AMBIGUITY
• No clear purpose for the page
• Inconsistent “voice”
• Impossible to measure
20. > 7 Deadly Sins of Facebook Marketing
01. Abandonment: Be committed beyond a campaign.
02. Irregularity: Develop a daily “conversation calendar”.
03. Verbosity: Have a point. Ask a question. Use video & images.
04. Canned Responses: Tailor responses, don’t copy/paste.
05. Anarchy: Draft a guidebook & post “house rules”.
06. Isolation: Collaborate. Focus on getting onto walls & feeds.
07. Ambiguity: Start with your business objective. Tell people.
22. 4 Elements of a Successful Facebook Strategy
1. SETUP 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE
Define your Invite feedback in Use Facebook Pre-define KPI’s
business objective your daily updates engagement ads upfront based on
your objectives
Develop the social Host contests and Leverage an event
media voice for special promotions or a great PR idea Use Facebook
your business Insights to really
Provide fans with Cross-promote the
understand your
Setup the page & exclusive content Facebook page in
fans and what they
register a custom other advertising
Offer engaging, want.
URL for your (radio, TV,
interactive content
business name. newspapers,
billboards).
23. 4 Elements of a Successful Facebook Strategy
1. SETUP
Define your
business objective
Develop the social
media voice for
your business
Setup the page &
register a custom
URL for your
business name. Go to: http://www.facebook.com/pages/create.php
to create your page.
Choose the right category and follow the
instructions
When you have 25 fans, customise your URL by
visiting: http://www.facebook.com/username
26. 4 Elements of a Successful Facebook Strategy
2. DRIVE ACTION
Invite feedback in
your daily updates
Host contests and
special promotions
Provide fans with
exclusive content
Offer engaging,
interactive content
Step 1: Six-Month Calendar
Brand campaigns, awareness
months, planned launches (new
applications, video series, summer-
long promotion).
Step 2:Weekly Calendar
Everyday Engagement from the
Conversation Manager.
28. Facebook Photo Contest
• Ford Falcon Fan Page
• Submit Your Falcon Memory
• 500+ photos submitted
• 7,000+ new fans
29. 4 Elements of a Successful Facebook Strategy
3. ADD SCALE
Use Facebook
engagement ads
Leverage an event
or a great PR idea
Cross-promote the
Facebook page in
other advertising
(radio, TV,
newspapers,
billboards).
32. 4 Elements of a Successful Facebook Strategy
4. MEASURE
Pre-define KPI’s
upfront based on
your objectives
Use Facebook
Insights to really
understand your
fans and what they
want.
VB Facebook Fan Page
• 4-5PM is the most active hour
• Based on Facebook Insights data
• Drives the conversation calendar
33. 4 Elements of a Successful Facebook Strategy
1. SETUP 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE
Define your Invite feedback in Use Facebook Pre-define KPI’s
business objective your daily updates engagement ads upfront based on
your objectives
Develop the social Host contests and Leverage an event
media voice for special promotions or a great PR idea Use Facebook
your business Insights to really
Provide fans with Cross-promote the
understand your
Setup the page & exclusive content Facebook page in
fans and what they
register a custom other advertising
Offer engaging, want.
URL for your (radio, TV,
interactive content
business name. newspapers,
billboards).
35. 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/
36. 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
37. “ One company that goes with this online-
initiated flow is Ogilvy. ” THANK YOU!
Brian Giesen
“
Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter. ” Regional Director
360° Digital Influence
Ogilvy Public Relations
p 02 8281 3853
e brian.giesen@ogilvy.com.au
“
25 China Experts you should follow on
Twitter… Thomas Crampton.
” t @bdgiesen