how businesses use facebook
DESCRIPTION
How companies have benefited by using this social media platform.TRANSCRIPT
Rania Ajram and Matthew Johnson#mrk634
Who here has Facebook?
• Founded in 2004 by Mark Zuckerberg
• Social networking site for people, businesses and organizations
• In October 2012 had over
1 billion active users
Image Source: http://theerinryan.com/2012/11/should-we-complain-about-paying-to-reach-people-on-facebook-pages/
•Data Use Policy, Platform Policies, Pages Terms, Payment Terms, Advertising and Promotions Guidelines
• Advertising content criteria, community standards, and other applicable requirements
• Ads generated through Page posts, and promote a sweepstakes, contest, competition or offer must comply with the Pages Terms and must not contain false, misleading, fraudulent, or deceptive claims or content
• Only authorized representatives may administer a Page for a brand, entity (place or organization), or public figure
• Apps on Pages must comply with Platform Policies
• Third-party advertisements on Pages are prohibited, without Facebook’s prior permission
http://www.facebook.com/page_guidelines.php
Image Source: http://comerecommended.com/files/2011/08/rules.gif http://www.facebook.com/legal/terms
Sponsored Stories
https://www.facebook.com/video/video.php?v=10100328087082670ittp://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdfhttp://aytm.com/blog/wp-content/uploads/2012/09/3253810714_2e14032699.jpghttp://nonprofitorgs.wordpress.com/2010/06/22/three-things-that-happen-when-facebook-pages-reach-10000-fans/
Premium Locations:
High engagement (Home Page (News Feed) and Profile Pages
Premium Ads: advertisements in premium locations
Key features of Premium Ads: •6 types
• Like Ads• Poll Ads • Event Ads• Sampling Ads• Video Comment Ads• Standard Ads
•Demographic targeting•Guaranteed delivery•Highest share of voice on the most trafficked pages on Facebook
http://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdf
Like Ad
Video Comment Ad
Standard Ad
http://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdf
Poll Ad
Event Ad
Sampling Ad
GOALSFacebook page to promote
obstacle course challenges in cities around the world
Increase brand awareness globally
Drive more people to sign up for events in specific cities (social/shareable)
Develop a community of Tough Mudders
SUCCCESS
https://www.facebook.com/toughmudderhttps://www.facebook.com/business/toughmudder
B2C: Friends, fans, friends of fans, specific targets, word-of-mouth, visual, consumer
behaviour is more in tune with B2C
Facebook is more B2C oriented due to the nature of the site.
There is more opportunity to reach consumers than businesses.
Other social media sits such as LinkedIn are more business oriented.
B2B: Businesses can like other business pages and affiliate themselves with each
other, similar businesses can connect
• Beneficial to both • Fans/followers• Word-of-mouth• For Profit: Promotions • Not-for-Profit: Donations
– Sponsored Stories– Trust, referrals– Authenticate after 10,000 fans
https://www.facebook.com/WorldVisionCan
• An official page created by a business or person• Connect with consumers who chose to visit, like,
and follow a brand and communicate with fans and friends of fans.
• Interactive and visual: status posts, photos, notes, links, applications
• Twitter, Instagram and Yoututbe, etc.• News Feed or “Pages Feed”.
Pros• Grow
• Feedback
• Guide conversations
• Promotions
Cons• Negative feedback
• Reputation (consumer perceptions)
• Can’t control conversation
• Managing and facilitating difficult with large following (labour intensive)
Image Source: http://www.facebook.com
How can a business use Facebook?
Click the images to take you to:https://www.facebook.com/video/video.php?v=10150195768648062https://www.facebook.com/Diesel?fref=ts
• Minimal costs
• Easy to make a Page (low time)
• Engaging
• Consumer view
• Advertising
• Costly website development
• Depending size and content
• Professionals
• Timely to create
• Informative
vs. Websites
https://www.facebook.com/Tiffanyhttp://www.tiffany.ca/
http://mapthis.net/wp-content/uploads/2010/08/Facbook-Places.jpg
A feature on Facebook that uses your location to “check you in” to “PLACES” so your friends know where you are.
It is beneficial for businesses because you can offer incentives for customers such a “Check-In Deals” and also to gain awareness.
People can create a Place for your business before you.If so, your business can claim it.
People cannot check-in to Pages.
Check-In Deals
http://media.onsugar.com/files/2010/11/44/3/192/1922507/fe7957dc067efdb0_FacebookDeals.jpg https://www.facebook.com/AirCanadaCentrehttps://www.facebook.com/AirCanada
It’s simple and quick! Click on “Create a Page” (which has multiple locations all around the Facebook world). Follow the easy steps.
https://www.facebook.com/business/build
After you’ve created your page, Facebook offers many tips and resources to help you market and grow your page.
https://www.facebook.com/business/resources
-on-page shops-all-in-one social/shopping experience-require significant time investment-general consensus is that ROI is not significant enough to warrant implementation
Image Source: http://www.miiduu.com/facebook-store
•require significant time investment•general consensus is that ROI is notsignificant enough towarrant implementation
Image Source: http://mdmk2012.wikispaces.com/Opportunities+and+limitations+of+Facebook+as+an+eCommerce+platform http://www.aboutfacedigital.com/services/f-commerce/
• Used to measure specific targets and demographics to better meet marketing needs
Effective tools, easily implementedHelp engage with consumer
Image Sources: http://www.vivid.com.cy/blog/omg-share-share-share/. http://mashable.com/2010/04/21/facebook-open-graph/
• Individual traffic to products outside of Facebook
• “want” plugin, an extension of “like” plugin
• An effective tool for connecting/engaging with consumers
Image Source: http://scaleogy.com/facebook-to-add-want-button-for-a-social-commerce-kick http://www.connectioncafe.com/posts/2012/08-august/facebook-marketing-cheat.html
• Video chat and picture sharing app
• Useful for product demonstrations, tutorials and customer service
• Direct access to fans
Image Source: http://allfacebook.com/poke-promo-message-iphone_b107392
• Impact, reach and engagement of posted content
• Organic vs. Viral statistics• Demographic and geographic information provided
• Engagement can be monitored through each post• Provides basis for successful/engaging posts vs. unsuccessful posts• Gives direction towards what should be done next
Image Source: http://blog.kissmetrics.com/guide-to-facebook-insights/ http://www.uthguytech.com/blog/2010/12/the-facebook-question/
PageLever• Measure stats
• Shows unread
posts
• Compare tags
and posts
• Create charts
and PDFsImage Source: http://socialfresh.com/pagelever-data-facebook-insights/
BuddyMedia• Scans comments for potential customers
• Measures
and compares
insights
• Automated
budget
parameters
Image Source: http://www.insidefacebook.com/2011/04/18/buddy-media-average-activity-per-hour/ http://www.nelsonbostock.com/nelson-bostock-wins-buddy-media/
SocialDon• Easily manage fan gates, promotions and
coupons; monitors/measures engagement• Benchmarking vs. competitors• Completely free
Image Source: http://www.socialdon.com/blog/facebook-analytics-top-brands/ http://www.graphicdesignblog.org/socialdon-free-facebook-analytics/
Simply Measured• Beautiful charts in multiple formats
• Useful for comparisons
against other
Social media
pages and time
frames
• User friendly
interfaceImage Source: http://www.geekwire.com/2012/klout-simply-measured-partner-twitter-influence-tracking/ http://simplymeasured.com/
EdgeRank• Tips and analytics for which updates generate
more feedback
• Measures and compares insights behind posts
Image Source: http://www.mindjumpers.com/blog/2012/10/how-to-adjust-to-facebooks-changes-in-the-edgerank-algorithm/
Unilyzer• Measures traffic in and out of social media pages
• Monitors
and measures
analytics
• Simplified
results for
easier readings
Image Source: http://www.unilyzer.com/online-marketing-analytics-software-unilyzer/
Which one ranked the best?
PageLever 8BuddyMedia 9SocialDon 8Simply Measured
9
EdgeRank 5Unilyzer 6
*Ratings are on a 10 point scale
• Universal cross-web login• Allows businesses to access customers’ newsfeeds• Allows forengagementacross the web
Image Source: blogs.powerreviews.com http://www.jimmyco.com/the-facebook-connection-map/
• Facebook’s unique ability to leverage “Likes”• CPC vs. CPM (click/impression)• Different costs associated with countries• Target through phone OS, demographics or
interests
• Search by interest• Opens advertising potential for psychographic,Borderline behaviouralcharacteristics• Sorted by most “Likes”
Image Source: http://www.businessinsider.com/financial-analyst-sees-graph-search-as-a-path-for-long-term-revenue-2013-1
• Umbrella term for interactive additions to pages• Enable useful promotional features
(sweepstakes, surveys)
Image Source: https://developers.facebook.com/blog/post/2012/07/09/app-center-global-rollout/ http://vocal.ie/facebook-app-center-arrives/
• Consumer or
business-driven activities
• Combined with promotions for effective appeal
• Often overlooked
by businesses
Image Source: http://careers.queensu.ca/events.html http://kherize5.com/facebooks-new-event-pages/
• Competes with Craigslist and eBay• Allows consumers and businesses to sell and
promote products to your friends or entire Facebook community
https://apps.facebook.com/marketplace/?fb_source=bookmark_apps&ref=bookmarks&count=0&fb_bmpos=3_0
• Created by users and businesses • Help support your business or product/brand• Can be public, closed or private• Discussion boards, photos, videos, calendars,
mass messages, shared document creation• Like Google+ circles
• Free calls between Facebook users online (voice and video in Facebook chat)
• iOS users also have free calling capability on the Messenger app (WiFi)
https://www.facebook.com/videocalling/
Resources and programs that assist businesses and brands with marketing advice and tool to succeed.
Works Cited
• Virzi, Anna M. "Facebook Storefronts: Why Brands Fail." Search Engine Watch. Clickz, 25 Feb. 2012. Web. 18 Jan. 2013. <http://searchenginewatch.com/article/2155124/Facebook-Storefronts-Why-Brands-Fail>.
• Ente, Jeff. "The Beginner's Guide to Facebook Commerce." Mashable. N.p., 14 Aug. 2011. Web. 18 Jan. 2013. <http://mashable.com/2011/07/14/facebook-commerce-guide/>.
• Miller, Miranda. "Is F-commerce a Flop? Why Retailers Aren't Sold on Facebook." Search Engine Watch. N.p., 3 May 2012. Web. 18 Jan. 2013. <http://searchenginewatch.com/article/2172155/Is-F-commerce-a-Flop-Why-Retailers-Arent-Sold-on-Facebook>.
• Constine, Jeff. "Facebook Collections Lets Retailers Augment Posts With “Want/Collect†Buttons That Save �Products To Pinteresque Profile Sections." TechCrunch RSS. N.p., 8 Aug. 2012. Web. 18 Jan. 2013.
• Kleinfelter, Molly. "Face-off: Snapchat vs. Facebook Poke." LAPTOP Magazine The Pulse of Mobile Technology RSS. LAPTOPmag, 18 Jan. 2013. Web. 19 Jan. 2013. <http://blog.laptopmag.com/face-off-snapchat-vs-facebook-poke>.
• Kaylor, Annalise. "5 Facebook Insights Your Business Can't Ignore." Social Media Today RSS. Social Media Today, 27 Apr. 2012. Web. 19 Jan. 2013. <http://socialmediatoday.com/annalise-kaylor/497513/5-facebook-insights-your-business-can-t-ignore>.
• Parr, Ben. "10 Great Implementations of Facebook Connect." Mashable. N.p., 12 Jan. 2009. Web. 19 Jan. 2013. <http://mashable.com/2009/01/12/facebook-connect-implementations>.
• Edwards, Jim. "Facebook's Graph Search Is Really A Plan To Rescue The 'Like'" Business Insider. N.p., 15 Jan. 2013. Web. 19 Jan. 2013. <http://www.businessinsider.com/facebooks-graph-search-likes-and-advertisers-2013-1>.
• Eha, Brian P. "How Facebook's Graph Search Could Help Businesses." Entrepreneur. Entrepreneur, 18 Jan. 2013. Web. 20 Jan. 2013. <http://da.feedsportal.com/c/34343/f/625550/s/27ac01ca/l/0L0Sentrepreneur0N0Cblog0C225554/ia1.htm>.
Works Cited Cont’d"Terms." Facebook Inc. 18 Jan. 2013. <http://www.facebook.com/legal/terms>.
Sullivan, Danny. "Survey: Facebook Best For B2C Sales and Leads; LinkedIn For B2B."Marketing Land. 30 Aug. 2012. The Third Door Media Inc. 20 Jan. 2013 <http://marketingland.com/survey-facebook-best-for-b2c-sales-linkedin-for-b2b-20219>.
"Introducing Sponsored Stories." Facebook Marketing. 25 Jan. 2011. Facebook Inc. 17 Jan. 2013 <https://www.facebook.com/video/video.php?v=10100328087082670>.
"Three Things That Happen When Facebook Pages Reach 10,000Â Fans." Nonprofit Tech 20 Blog A Social Media Guide for Nonprofits. 22 June 2010. Word Press. 17 Jan. 2013 <http://nonprofitorgs.wordpress.com/2010/06/22/three-things-that-happen-when-facebook-pages-reach-10000-fans/>.
Pazarlama, Dijital. "Diesel QR Code Campaign." Diesel QR Code Campaign | Facebook. 8 June 2011. 20 Jan. 2013 <https://www.facebook.com/video/video.php?v=10150195768648062>.
"Diesel - Clothing Store, Fashion Designer | Facebook." Facebook. 20 Jan. 2013 <https://www.facebook.com/Diesel>.
"Tiffany & Co. | Facebook." Facebook. 20 Jan. 2013 <https://www.facebook.com/Tiffany>.
"Tiffany & Co. | Canada." Tiffany & Co.. T&CO. 20 Jan. 2013 <http://www.tiffany.ca/>.
"Build your Business." Facebook Inc. 2013. 17 Jan. 2013. <https://www.facebook.com/business/build>.
"Facebook for Business." Facebook Inc. 2013. 17 Jan. 2013. <https://www.facebook.com/business/resources>.
"Marketplace on Facebook." Marketplace. Facebook Applications. 17 Jan. 2013 <https://apps.facebook.com/marketplace/?fb_source=bookmark_apps>.