With more and more companies joining Facebook for commercial reasons, here's a quick 101 to branded presences. Facebook Best Practices from Starbucks, KLM, Nike, Adidas, Coca Cola and Ben&Jerry's.

1. Facebook
Marketing:
Best Practices
How some of the world’s biggest brands
leverage the world’s largest online
network of consumers.
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Polle de Maagt for InSites Consulting (and all others that are interested)
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2. Facebook Marketing: Best Practices
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You might have seen this movie. Or heard about it.
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3. Facebook Marketing: Best Practices
Or you might be one of the 600 million brands or
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people on it. By chance.
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4. Facebook Marketing: Best Practices
It might be a bit difficult and overwhelming. But Facebook
isn’t difficult. It starts from some pretty simple basics.
So, here’s our quick guide.
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5. Facebook Marketing: Best Practices
This is a Facebook profile page.
A Facebook profile page is an overview of all content and all connections of a specific
user. Photos, videos, notes, thoughts, links and an overview of friends and family. But
there’s even more: game scores, Slideshare powerpoints, YouTube videos or other rich
content.
But this is not about personal profile pages. This is about branded Facebook
pages.
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6. Facebook Marketing: Best Practices
This is a Facebook branded page.
A Facebook branded page has similar functions. You can add photos, videos or wall
posts (a bit like blog posts).
But there is so much more you can do.
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7. Facebook Marketing: Best Practices
Smart use of images.
Adidas and other companies use large profile
images to give extra personalization and
conversion to their pages.
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8. Facebook Marketing: Best Practices
Or just great copywriting.
Skittles uses hilarious status updates to keep the
community engaged.
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9. Facebook Marketing: Best Practices
Highlight your fans.
Coca Cola not only highlights the original founders of the
Facebook fan page, but also highlights fan content. A great
way to show appreciation and to give back.
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10. Facebook Marketing: Best Practices
Talk to your fans (when you’re ready).
When you gather fans, people will actually talk back. Start a conversation with them.
Help them, activate them and facilitate them.
Are you ready? See how conversation-ready you are with our conversation scan.
By the way: helping people helps. When you solve a customer problem well, 81% will
stay a customer and a whopping 63% will recommend you.
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* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
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11. Facebook Marketing: Best Practices
A custom tab.
When you are the owner (administrator) of a Facebook brand page, you can even add
custom tabs. The easiest way to do this is to search for “FBML” in the search window
and add an FBML tab to your page.
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12. Facebook Marketing: Best Practices
A custom tab: off the shelve solutions.
If you think this is too difficult, there is a wide range of companies offering ready made
custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even
more advances feaures. It is even possible to have extremely advanced applications
running within Facebook (some examples later ).
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13. Facebook Marketing: Best Practices
Service your customers.
KLM is one of THE examples on how to reach out to your customers. They turned
their Facebook page into a service desk.
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14. Facebook Marketing: Best Practices
Use events.
Facebook really isn’t
about online, it is
about exchanging
content and bringing
people together.
Online AND Offline
that is. That makes
Facebook a great
place to highlight
upcoming events, like
Starbucks does.
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15. Facebook Marketing: Best Practices
Random acts
of kindness.
KLM goes further than
mere service by
randomly surprising
their customers. Great
talkable content is the
result.
See more at
klmsurprise.com
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16. Facebook Marketing: Best Practices
Use location.
If you think this is too difficult, there is
a wide range of companies offering
ready made custom tabs. Like
Involver. They offer tabs for video,
twitter, sweepstakes and even more
advances feaures. It is even possible
to have extremely advanced
applications running within Facebook
(some examples later ).
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17. Facebook Marketing: Best Practices
Managing a
global brand:
Starbucks.
Starbucks services global
customers via their global
fanpage, but also helps local
customers to find their
localized Starbucks pages.
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18. Facebook Marketing: Best Practices
Integrating existing efforts: Starbucks.
Starbucks integrates popular elements of their existing starbucks.com into their
Facebook presence: you can manage your Starbucks card from within Facebook.
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19. Facebook Marketing: Best Practices
Creative with default options.
VJ Sam de Bruyn’s Facebook profile shows an actual message: I love Justin Bieber.
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20. Facebook Marketing: Best Practices
Taking it even further.
Some brands and companies even take it further and
integrate Facebook functionality in the core elements
of their products.
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21. Facebook Marketing: Best Practices
Deep Facebook
integration: Nike.
Whenever you start a run within the
Nike+ Running application, you can
ask your Facebook friends to cheer for
you. How? Nike sends a wall post to
Facebook where other users can
comment and like. Every comment
and like turns into a cheer in the
runner’s headphone.
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22. Facebook Marketing: Best Practices
Print your Facebook status updates in a book.
Book of Fame is an initiative of Leuven-based (Belgium) Boondoggle Life Labs.
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23. Facebook Marketing: Best Practices
Offline to online.
Likify lets users become instant fans
online. Whenever they scan a Qrcode with
their cellphone, they become afan on
Facebook.
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24. Help us make this even better!
Send us your recommendations, comments and questions.
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25. Hello. I am Polle de Maagt.
I create impact through
conversations at a pretty cool
company called InSites Consulting.
We work mostly because we’re
committed to take research
forward, but brands like
Ben&Jerry’s, Telenet, Danone and
Philips agreed to pay us for it.
Send me an email at
polle@insites.eu or find me at
http://www.polledemaagt.com
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