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LevelUp Your Facebook Strategy

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Page 1: LevelUp Your Facebook Strategy

LevelUp Your

Facebook

Strategy

Page 2: LevelUp Your Facebook Strategy

With us today…

2

#LithCast

Katy Keim

CMO

Lithium

@katykeim

Jeremiah Owyang

Partner and Principal Analyst

Altimeter Group

@jowyang

Page 3: LevelUp Your Facebook Strategy

3

Business hasn‟t changed, but the

customer has…..

22 hrs/week online

5+ hrs/week

in social media

Ave. Facebook

user: 130 friends.

Ave. Twitter user:

300 followers

74% expect a

response from

a company

online in 1 hour

A mere 17% of

consumers trust

corporate or product

advertising

#LithCast

Page 4: LevelUp Your Facebook Strategy

Lithium Builds Brand Nations

4

Vibrant online communities full of passionate,

engaged social customers.

#LithCast

Page 5: LevelUp Your Facebook Strategy

Customer example: Sephora

5 #LithCast

Page 6: LevelUp Your Facebook Strategy

6

why Lithium?

Deep

Engagement

Identify and cultivate

superfans in Facebook and

across your website

Rich

Analytics

Optimize social investments

with performance data,

benchmarking, social media

monitoring, and more

Drive real ROI –

measured in $ millions by

many of our customers

Social

Success

#LithCast

Page 7: LevelUp Your Facebook Strategy

Facebook Page Marketing

The 8 Success Criteria

Jeremiah Owyang

Partner, Altimeter Group

7

Page 8: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Agenda

• Connecting to Customers

• Research Methodology

• The 8 Criteria

• What we found

• Recommendations

#LithCast

Page 9: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

More people visit Facebook than Yahoo!

Source: Compete.com (January 2010)

9

Page 10: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Facebook Tops 750 Million

Active Users

#LithCast

Page 11: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Research: Ecosystem

Contributors • Vendors and Agencies

360i, AKQA, Awareness, The Community Roundtable, Context Optional, Digital

Evolution Group, Edelman Digital, Facebook, Gigya, Horn Group, Inside Facebook,

Janrain, KickApps, Lithium, LiveWorld, Ogilvy‟s 360° Digital Influence, Razorfish,

RockYou, SHIFT Communications, Spredfast, StepChange Group, a Powered

Company, Vitrue and Wildfire Interactive.

• Individual Contributors

David Armano, David Berkowitz, Bert DuMars, Charlene Li, Dave McClure, Annie

Noll, Shiv Singh, Adam Smith, Justin Smith, Jason Sullivan, and Anita Wong.

11

#LithCast

Page 12: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Altimeter Group

conducted research and

gleaned input from 34

contributors to determine

eight success criteria

and develop a roadmap

for Facebook page best

practices.

12

Research Methodology

Report available online: http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing

Appendix contains supplemental slides from report

Page 13: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Altimeter Group‟s “The 8 Success Criteria for

Facebook Page Marketing” was shared on the

official Facebook PR page and has been viewed

over 47,000 times:

13

#LithCast

Page 14: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

360i

AKQA

Awareness

The Community Roundtable

Context Optional

Digital Evolution Group

Edelman Digital

Facebook

Gigya

Horn Group

Inside Facebook

Janrain

KickApps

Lithium

LiveWorld

Ogilvy‟s 360° Digital Influence,

Razorfish

RockYou

SHIFT Communications

Spredfast

StepChange Group, a Powered Company

Vitrue

Wildfire Interactive

Research Contributors (Partial)

14

#LithCast

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© 2010 Altimeter Group

15

Eight success criteria: 1-4

Criteria Description

1. Set Community Expectations Clearly articulate 1) what the customer should

expect from the company (e.g. what the company

will post about) and 2) what the company expects

from the customer (e.g. what's appropriate, what's

not, and what can be enforced).

2. Provide Cohesive Branding Match the overall brand experience of the

company, so it is is familiar to followers and

differentiates the page.

3. Be Up To Date Update content, at the minimum, within the last 2

weeks so that new users see that the company is

present.

4. Live Authenticity Personalize interactions by giving a "human" touch

to your Facebook page.

#LithCast

Page 16: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

16

Eight success criteria: 5-8

Criteria Description

5. Participation in Dialog Engage with followers in a two-way dialog,

reflecting customer behaviors in this medium and

enabling word of mouth through news feed

updates.

6 Enable Peer-to-Peer

Interactions

Encourage peer to peer communications between

followers who are "following" the company, so that

the company can scale.

7. Foster Advocacy Encourage followers to share content with others

that are not already "following" the company.

8 Solicit a Call-to-action Have a clear and immediate call to action which

invites the customer to "take the next step."

#LithCast

Page 17: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

1) Set Community Expectations

• Clearly Articulate Expectations to Reduce

Confusion and Abuse.

• Second, brands must explain what they

expect from fans: Community Guidelines,

Terms of Use, or a Moderation Policy.

#LithCast

Page 18: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Chevron sets expectations with

policy

#LithCast

Page 19: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

19

Best Practices: Set Community Expectations

#LithCast

Page 20: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

2) Provide Cohesive Branding

• Create a Holistic Experience that Matches

the Brand.

• Complete profile information, and upload

branded logos, maximizing the real estate

that Facebook pages allow in profile

pictures.

• Extend to tabbed experiences

#LithCast

Page 21: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Four Seasons extend brand to

Facebook experiences and tabs

#LithCast

Page 22: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

22

Best Practices: Cohesive Branding

The SAP logo, a completed

profile page, and multiple tabs

with consistent branding

provide a familiar brand

experience for new visitors.

Page 23: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

3) Be up to date

• Keep Interaction High with Fresh, Timely Content.

• Create a a content calendar. This “ensure[s] you

have the right mix of conversational and

promotional posts, and you are keeping the

content fresh for your fans.”

• Post content following the 80/20 rule: 80% of

content should be informational, educational, or

have entertainment value. Only 20% of content

should be specifically about the brand‟s product or

services. (Vitrue)

#LithCast

Page 24: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Conduct Analysis on What

Works

24

Data from Buddy Media: http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html

Page 25: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

4) Live Authenticity

• Build Trust by Personalizing Interactions

with a “Human Touch.

• Posts should be written in first person,

using a conversational tone.

• Show human profile pictures, images, and

real names

#LithCast

Page 26: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Best Practices: Dialog & Live Authenticity

26

All posts, including this one,

are signed with the name of

the community manager.

This post from Axe is

conversational – an

interesting topic is chosen,

and a question is asked.

The community manager

engages in conversation – in

this case, Jennie Averbook.*

*Note: If engagement is done this way, the community manager must be clearly disclosed as such.

Page 27: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

5) Participate in Dialog

• Connect with Customers by Fostering

Two-Way Dialog

• To foster two-way dialog, interact heavily

with fans in existing discussions and

create your own.

• Remember, each time a fan comments on

a brand‟s Facebook page, that interaction

is be shared with an average of 130

friends.

#LithCast

Page 28: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

28

Best Practices: Participate in Dialog

SAP responds regularly to fan

comments, photos, and in discussion

boards – in meaningful ways beyond

simple fan recognition.

Page 29: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

6) Enable Peer-To-Peer

Interactions • Harnessing the crowd‟s energy helps reduce

costs and improves the experience for fans.

• Seek third party discussion apps, with a

moderator and recognition features, leverages

the crowd to support itself.

• Providing positive peer-to-peer experience

requires a community policy, as well as trained

community managers who are ready to monitor

in real time.

#LithCast

Page 30: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Pampers fosters conversations with

Q&A

#LithCast

Page 31: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

7) Foster Advocacy

• Prospects trust customers more than they trust brands, so

promoting advocacy is an essential strategy.

• Because customer to prospect recommendations often

occurs organically, it‟s also a lower cost channel.

• Start by simply asking existing fans to suggest the page to

others or “like” a wall post, “voting on something, „sounding

off‟ on something, sharing videos or photos,

• Advocacy is the most difficult of all marketing objectives

because brands don‟t have direct control over fans. It‟s a

dual edged sword as negative messages can quickly

spread.

#LithCast

Page 32: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Kohl‟s asks customers to share their

savings “Raise your receipt” contest

#LithCast

Page 33: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

33

Best Practices: Advocacy

Honda and Hallmark provide

an easy, relevant way to

share experiences and

connect with others.

Page 34: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

8) Solicit a Call to Action

• Bring it Back to Business and Provide a Succinct

Next Step.

• Start with simple, yet immediate call to actions on

your landing page and wall page, sign up for deals,

exclusives or to learn more.

• Integrate existing e-commerce experiences that are

in line with the community.

• Remember, this is an opt-in channel, they‟ve

demonstrated interest in your brand, just ensure the

focus is on them –not just pushing products.

#LithCast

Page 35: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

35

Best Practices: Call-to-action

Hallmark provides simple (sign-

ups) and more advanced (shop)

calls-to-action. Commerce

application by Alvenda

Page 36: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Target inserts ecommerce photo

printing right into the experience.

#LithCast

Page 37: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

1: Set Community

Expectations

Average Score: 2.08

2: Provide Cohesive

Branding

Average score: 3.90

3: Be Up To Date

Average Score: 5.00

4: Live Authenticity

Average Score: 2.87

5: Participate in Dialog

Average Score: 3.10

6: Enable Peer-to-Peer

Interactions

Average Score: 2.03

7: Foster Advocacy

Average Score: 2.27

8: Solicit a Call to Action

Average Score: 2.45

37

Scoring by Criteria

#LithCast

Page 38: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

38

#LithCast

Page 39: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Retail and CPG scores Adolescence, Luxury

Immature

39

Page 40: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

Summary • Put aside your read-only playbook and tap into two-way social

marketing. Simple starts Facebook Events to promote physical

meetings also results in word of mouth and community interaction

• Bolster your Facebook pages with applications from third parties.

Instead, add features from third party applications that enhance

interactions, discussions, or utility. (see report)

• Connect the Facebook experience with existing efforts, like your

corporate website. Skip „linking away‟ and start „aggregating‟ FB

discussions

• Measure and analyze based on business goals – not by fans or

“likes.” Brands must measure based on business goals use real KPI

formulas by referencing Altimeter Group‟s research on Social Marketing

Analytics.

• Reduce Risk: Use this scorecard as your long-term roadmap. Use

these Eight Success Criteria as a roadmap for your own Facebook

page efforts #LithCast

Page 41: LevelUp Your Facebook Strategy

© 2010 Altimeter Group

41

Jeremiah Owyang

[email protected]

web-strategist.com/blog

Twitter: jowyang

THANK YOU

With assistance from Christine Tran, Researcher

#LithCast

Page 42: LevelUp Your Facebook Strategy

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Altimeter Group is a Silicon Valley-based strategy research and

consulting firm that provides companies with a pragmatic

approach to disruptive technologies. We have four areas of

focus: Leadership and Management, Customer Strategy,

Enterprise Strategy, and Innovation and Design.

Visit us at http://www.altimetergroup.com or contact

[email protected].

About Us

#LithCast

Page 43: LevelUp Your Facebook Strategy

Social media marketing challenges

43

Limited

Measurement

Limited success

metrics

No performance

metrics

Low

Engagement

Fleeting conversations

Content decay

Limited interaction styles

Fickle

Fans

Growth slowing

High attrition rate

Likes only

No Reputation

or Superfans

No influencer

identification

No user differentiation

#LithCast

Page 44: LevelUp Your Facebook Strategy

your Facebook strategy

44

● Use apps to generate compelling content

● Drive repeat visits

Increase

Engagement

● Use gaming mechanics to create superfans

● Recognize top contributors to reward behavior

● Curate content to increase relevancy Build Loyalty

● Increase superfans and influencers

● Generate valuable ideas and answered questions

● Improve SEO and call deflection

● Improve activity levels, sentiment, and buzz

Measure

Success

#LithCast

Page 45: LevelUp Your Facebook Strategy

your Facebook strategy

45

Comprehensive

Analytics

Fast and Easy

Facebook App Creation

Deep Engagement

Tools

Contests

Ideas

Q & A

#LithCast

Page 46: LevelUp Your Facebook Strategy

Facebook ACTivity score

46

• fan pages

• company posts

• custom apps on fan pages

• engagement on apps

• fans collected

• fan posts

• likes on wall posts

FACTs is a measure of

brand‟s investment and its

level of engagement with

their customers on

Facebook:

#LithCast

Page 47: LevelUp Your Facebook Strategy

47

Q&A

#LithCast

Katy Keim

CMO

Lithium

@katykeim

Jeremiah Owyang

Partner and Principal Analyst

Altimeter Group

@jowyang

Page 48: LevelUp Your Facebook Strategy

48

#LithCast

Likes aren’t enough. Join us for the Lithium Likes to Loves World Tour in your favorite city and find out how to turn your social customers into a brand nation.

Sept 14 – Oct 19 Silicon Valley Orange County Washington DC Amsterdam Chicago London Dallas Sydney Munich

Register now!

http://www.lithium.com/conference/likestoloves/