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Module 4: Leveraging Social

Networks

2Computer

Network

Personal

Mobile

Social

1960

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20s Ubiquity

wwW

Digital eras

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Facebook stats• 800 million active users ; 50% log in daily, 350M via mobile,

75% of audience is outside US • Average user has 130 friends and connected to 80 pages,

groups and events• More than 2 billion posts are liked and commented on per

day • On average, more than 250 million photos are uploaded per

day. Facebook now hosts more photos than the top 20 photo sites combined

• Facebook bypassed Google as a No 1 most visited site in US

• 65% of US Facebook users said they are more likely to buy a product based on a positive Facebook friend referral

Source: https://www.facebook.com/press/info.php?statistics

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Facebook users in Southeast Asia

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5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

Indonesia 26,598,240 35,177,260 40,418,840

Philippines 16,349,240 22,376,740 26,721,920

Malaysia 8,136,780 10,088,720 11,751,940

Thailand 5,376,700 8,699,080 12,076,740

Singapore 2,273,440 2,318,060 2,589,600

Oct 01 2010 April 1 2011 Sept 30 2011

Source: Facebook, GreyReview.com, as of Oct 1, 2011

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CIMB on Facebookhttp://www.facebook.com/CIMBMalaysia

One-to-one customer complaint resolution

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Recruitment

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CIMB advertises for social media-savvy employees

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CIMB ad copy

“CIMB is looking for someone who wants to spend all day on Facebook and get paid for it. We want to bring our brand closer to our customers and stakeholders and are looking for people to help us do so. If you believe that social media is the next step in getting people to connect with brands and if this is something you are passionate about, then read on!”

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Job: Asst Mgt/Exec-Social Media Team• Location: The World Wide Web

Responsibilities:• Create and execute social media

campaigns across the various platforms that CIMB has established communities in (forums, Facebook, Twitter, YouTube etc)

• Manage, monitor and engage in our online community as well as provide quantitative and qualitative insights based on feedback from this community

• Formulate strategies for programs on social media that will complement CIMB's initiatives

• Assist in the development of social media strategies as well as community management and implementation of social media campaigns across the region

• Requirements: Bachelors Degree in any field, at least 1-3 years working experience in any field

• Facebook & Twitter savvy with an intimate knowledge on developments of the media landscape

• Able to work and engage with people easily and comfortably

• Understand and appreciate the difference between LOL and ROFLMAO

• Please ensure that resumes are submitted together with your Facebook ID and Twitter handle for our reference.

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News updates

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Marketing

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Your target audience is already on Facebook. No additional registration or profile to fill to participate.

1. Built-in audience

Setting up a Facebook Page is easy - it doesn’t require a developer or approval from IT.

2. Rapid rollout

A Facebook Page is free, versus high costs of developing a custom social networking site. But note: Experts, custom apps, games, landing pages cost money.

3. Minimal costs

Why Facebook?

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If you post something interesting, it will have a life of its own.

4. Viral Features

Facebook is aggressive in deleting spammers, rogue accounts and inappropriate content. This minimizes issues in managing your own community.

5. Minimal Hassle

Hosting photos/videos is a lot easier and tagging makes those photos easy for friends to share

6. Multimedia features

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Facebook, LinkedIn, Twitter and other social networks are great ways to drive traffic to your flagship website, e-commerce platform or other owned sites.

7. Referral engine

You can find new customers you would not have discovered otherwise and review profiles to generate new leads.

8. Leads

You can engage with existing customers in new ways and build longterm relationships for customer retention.

9. Engagement

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Friends’ recommendations of your promotions are better received. Your giveaways, coupons, promos may trigger call-to-actions and direct sales. It is easier to cross-promote with partners.

10. Targetted promos

You can do one-to-one customer support and redirect to right personnel for resolution.

11. Customer support

Proactive correction of misinformation, errors, inaccuracies, myths and responding quickly to negative comments may avert a crisis.

12. Reputation mgt

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Cons of Facebook• Facebook may change: While Facebook is the current

“it” social network, traffic may flatten and its future is not guaranteed. If users abandon Facebook, they’ll be abandoning your company/brand page too.

• You’re Limited to Facebook’s Feature Set: If Facebook decides to drop or add features that aren’t popular, or imposes restrictions that kill your community’s growth, you’re out of luck.

• No Data Ownership: You are limited by number of invites to your page and applications.

• Your Competitors Can Do the Same Thing: There are no barriers to entry for Facebook pages. They can copy the popular apps you develop. They can join your group without your knowledge.

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Facebook Page Basics

How To Start A Page:https://www.facebook.com/pages/create.php

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What type of Facebook page is right for me?

Local Business or Placepage is best:• Merge with Bing Place data

(map & link on info tab)• Fans can ‘check in’ to your

location• Fields on info tab are more

detailed• Categories help potential

clients find your business

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•Custom URLs•Unlimited Fans/Likes

•Can add Apps, Custom Tabs, Games

•Visitor insights and analytics

• Indexed by search engines and can be seen by non-fans

•Messages appear as updates

•Can target by location, language

Why a Facebook page is the best for business:

Profile Groupvs vsPage•Custom URLs•Limited Friends, Manual friending

•Line between personal and business blurred

•No analytics•Cannot appoint admins

•Limited custom apps

•No custom URLS•No support for custom apps

•Can restrict who can access: open, closed, and secret.

•Can send bulk message into inbox of up to 5000 members

•No analytics•Better for quick, active discussions

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10 Facebook Tips1. Create a Page to promote events, conferences,

seminars, projects, launches, your blog, your website.

2. Share: Be useful. Answer questions, offer tips, guides, timely information.

3. Do link and promote to stories on your organisation, but provide some other value-add or insider insight, this is not just a broadcast medium.

4. Be human: Show you care, be witty, disclose some of your personal interests, it helps to get to know you better.

5. Use apps to automate stuff: blog posts, Twitter updates ~ but don’t overdo it! (http://apps.facebook.com/selectivetwitter)

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10 Facebook Tips6. Tag all photos and videos with “Company ABC”

for events. Divide photos into separate albums.

7. Address new fans with personal messages

8. Have two or three admins as backups

9. For CSR: like-minded groups for related pages: eg Breast Cancer Awareness, Eradicate Polio.

10. Use smart lists to divide group and target messages once you have mastered various apps

Note: Pages vs Groups: Pages are better for a long-term relationships

with your fans, readers or customers; Groups are better for hosting an

active discussion and attracting quick attention. Community pages are for

generic causes or topics. http://bit.ly/pagesvsgroups

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Steps to creating a new page1. Go To: http://www.facebook.com/pages/create.php

• Also a link to ‘Create a Page’ on the Home Page• Links to ‘Create a Page’ In lower left corner of existing pages

2. Select the ‘Local Business or Place’ Page type• Choose your business type category• Enter business name & info• Click ‘Get Started’

3. Log into the personal account you want to admin the page• You will be prompted to do so if you were not logged in when

you started4. Fill out your ‘info’ tab with details about your business

• Add links to your website, Twitter, etc.• Add info about what you specialize in and offer• Make a good first impression that makes people want to like the

page5. Follow the steps on the ‘Get Started Tab’

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‘Get started’ tab makes it easy!‘Get started’ tab walks you through:1. Adding images2. Posting a status update

• Encourage your friends to share your page• Announce a new website or promo offer

3. Adding a ‘Like’ button to your website• Takes a little coding knowledge

4. Inviting friends & announcing to fans• Upload an Excel doc• Import email contacts• Suggest to personal Facebook friends

5. Syncing to a mobile device

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Converting a Group to a PageFacebook DOES NOT allow you to convert a group to a page– Groups were part of Facebook BEFORE Pages were

introduced– When Pages were first introduced Facebook temporarily

allowed converting– Only way to migrate group members to page fans now is

to ask them to ‘Like’ it – Post new page URL on group wall and invite member to

‘Like’ the page– Send a message and/or chat to members ask them to

spread the news & like the page– Consider incentives to ‘like’ the page & suggest it (eg:% off

a service, coupons, being entered into a drawing for a free gifts, etc.)

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Converting your Profile to a Page• Facebook lets you convert a personal Profile into a

Page! https://www.facebook.com/pages/create.php?migrate

– Cannot be undone – So be sure it’s your best option.

– Friends will be converted into fans that ‘Like’ the Page – Only Photos will be transferred. NOTE: All other data

lost! – Facebook will provide you with a stripped-down version

of a Personal Profile, called a Business Account, which will be the admin of the new Page. It cannot become ‘Friends’ with anyone or ‘Like’ anything, etc.

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Custom landing tabs good for branding & getting people to your website– Now custom tabs use iFrames (not FBML) & are more

customizable than in the past– Can have interactive buttons, tabs, and animations – You require a designer to customize your landing tab – Some free applications available (not as customizable & usually

include their logo) eg: Pagemodo.com

Custom landing pages

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Custom tab with game element

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Text on your Page

Posts

Tabs

About

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“Like” related sites, events, causes

CIMB EdelmanAirAsia

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Creative use of Profile pic

540 px

180 px

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Using Photo Strip creatively

Links: http://socialfresh.com/35-creative-facebook-page-photo-strips/http://mashable.com/2010/12/14/new-facebook-profile-hacks/#view_as_one_page-gallery_box497

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TIP: Use http://FBCrop.com to get size right

Make landing page work for you – call to action

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Edit Page > Manage Permissions

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Generate leads

• Get fans to sign up for email updates, newsletters, free reports, whitepapers, DVDs.

• Have monthly giveaways

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Cross-promote

Use buttons on Blog, Website, Twitter, print, etc

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Tie-ups: Eg: CIMB and SF Coffee

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Create Facebook-only specials• Have regular daily or weekly or monthly Facebook

giveaways or discounts. Eg: Release a new QR code each month along with the special offer - 25% off of a product you regularly sell or entire purchase if at a store or free samples or giveaways

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A word of caution…1. Avoid shameless plugs on

how wonderful you or the company are.

2. Your personal views are your own, don’t post updates in anger or in spite. Nothing is private on Facebook.

3. Don’t sign up for every game/quiz and annoy others with your updates.

4. Do not disclose confidential information obtained through work that may bring the company into disrepute.

5.Don’t undermine your effectiveness at work.

6.“Friending” should not be taken literally – but others may misconstrue this as being partisan or biased.

7.Avoid racial, religious slurs and personal attacks.

8.You are still a company rep 24/7: Verify facts, identify sources before passing along news. Make it clear if you are skeptical of veracity of information, if you are.

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Must-know Facebook BasicsInfo

Update Status

Messages

Chat

Friend Request

Subscriptions

Join Group

Wall

Like

Share

Comment

@ Mentions

Notes

Question

Privacy Settings

Acct Settings

Add photo

Create album

Tag photo

Upload video

Create A Page Apps

Events

Vanity URL

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Searching Facebook in real-time

Other methods: Bing.com/SocialOneRiot.com (searchword site:facebook.com)FacePinch.comYouropenbook.org

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Facebook: New Features• Subscribe Button

– https://www.facebook.com/about/subscribe

• Smart Lists– https://blog.facebook.com/blog.php?

post=10150278932602131

• Timeline– https://www.facebook.com/about/timeline

• Ticker and Privacy settings

• Video chat

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Subscribe and Allow Subscribers

To allow others to Subscribe to your Public posts, go here:https://www.facebook.com/about/subscribeSubscribers can see only the things you share publicly: https://www.facebook.com/about/sharing

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Smart Lists

https://www.facebook.com/ListsTeamhttps://blog.facebook.com/blog.php?post=10150278932602131

Create lists for Close Friends, Acquaintances, Work Mates or Restricted. Good for targetting posts to appropriate list of friends.

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Timeline

840px

310px

http://www.slideshare.net/supernovastudios/facebooks-new-timelimehttps://www.facebook.com/about/timeline

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Creative uses of new cover pic

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MORE: http://reface.me/profile-pictures/facebook-timeline-cover-photo-hacks/

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Facebook: No more privacy

• Ticker: broadcasts all your activity, even to those people who aren’t your friends.

• Go to Home > Privacy Settings > Apps and Websites > Edit Settings for each app and remove ‘Add app activity to your timeline’ for individual apps.

• How to control your privacy on new FB http://bit.ly/fbprivatelah

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Facebook Video Chat

• Powered by Skype

• https://www.facebook.com/videocalling

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Case study: Intel• Turning followers into brand ambassadors

Source: Ekaterina Walter, Social Media Strategist, Intel

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Get to know your audience

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Make it fun with quirky questions, games, polls

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Avoid automated updates*

• Frequent automated status updates makes your Page inhuman

• Facebook hides repeated updates in “Show Similar Posts”

• Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day

• Find a balance between “official” updates and being human and spontaneous

* Exceptions: Long weekend or going on leave or reaching customers in different time zones. Do not post every tweet to FB, instead use Selective Tweets app and #fb to cross-post relevant tweets.

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Encourage shares, @mentions, show gratitude for sharing

• Use @<insert name of fan> to encourage interaction

• Use of photos and videos gets a lot of traffic

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Provide house rules or moderation guidelines

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Celebrate milestones

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Important considerations

• Promotion Guidelines:

http://www.facebook.com/promotions_guidelines.php

• Analytics: http://www.facebook.com/insights

• Sponsored stories: https://www.facebook.com/marketing

• Facebook advertising: https://www.facebook.com/advertising

58Source: Ogilvy, 360 Digital Influence

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Case study:Facebook outreach programme

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MAS: Engaging bloggers using Facebook

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• As part of MAS' blogger engagement programme, 15 bloggers won a simple contest and were invited to participate in an exclusive cabin crew training programme.

• During the half-day programme, they were given insights into cabin crew procedures on grooming, first aid, emergency landing evacuation, and water/raft drill.

• Location: Malaysia Airlines Academy, Kelana Jaya

MAS: Blogger outreach

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1. Photos first posted on MAS Facebook page2. Re-posted on blogger’s blog with personal account of

experience3. Article re-posted on “Living Malaysian Hospitality” –

MAS blogSource: http://www.facebook.com/#/album.php?aid=75488&id=52798899711http://lenaee.blogspot.com/2009/05/7.htmlhttp://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew