levelup your facebook strategy
TRANSCRIPT
LevelUp Your
Strategy
With us today…
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#LithCast
Katy Keim
CMO
Lithium
@katykeim
Jeremiah Owyang
Partner and Principal Analyst
Altimeter Group
@jowyang
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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
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Lithium Builds Brand Nations
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Vibrant online communities full of passionate,
engaged social customers.
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Customer example: Sephora
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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
Facebook Page Marketing
The 8 Success Criteria
Jeremiah Owyang
Partner, Altimeter Group
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© 2010 Altimeter Group
Agenda
• Connecting to Customers
• Research Methodology
• The 8 Criteria
• What we found
• Recommendations
#LithCast
© 2010 Altimeter Group
More people visit Facebook than Yahoo!
Source: Compete.com (January 2010)
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© 2010 Altimeter Group
Facebook Tops 750 Million
Active Users
#LithCast
© 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.
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#LithCast
© 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.
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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
© 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:
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#LithCast
© 2010 Altimeter Group
360i
AKQA
Awareness
The Community Roundtable
Context Optional
Digital Evolution Group
Edelman Digital
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)
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#LithCast
© 2010 Altimeter Group
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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.
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© 2010 Altimeter Group
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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."
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© 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.
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© 2010 Altimeter Group
Chevron sets expectations with
policy
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© 2010 Altimeter Group
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Best Practices: Set Community Expectations
#LithCast
© 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
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© 2010 Altimeter Group
Four Seasons extend brand to
Facebook experiences and tabs
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© 2010 Altimeter Group
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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.
© 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)
•
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© 2010 Altimeter Group
Conduct Analysis on What
Works
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Data from Buddy Media: http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
© 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
© 2010 Altimeter Group
Best Practices: Dialog & Live Authenticity
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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.
© 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
© 2010 Altimeter Group
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Best Practices: Participate in Dialog
SAP responds regularly to fan
comments, photos, and in discussion
boards – in meaningful ways beyond
simple fan recognition.
© 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
© 2010 Altimeter Group
Pampers fosters conversations with
Q&A
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© 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.
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© 2010 Altimeter Group
Kohl‟s asks customers to share their
savings “Raise your receipt” contest
#LithCast
© 2010 Altimeter Group
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Best Practices: Advocacy
Honda and Hallmark provide
an easy, relevant way to
share experiences and
connect with others.
© 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
© 2010 Altimeter Group
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Best Practices: Call-to-action
Hallmark provides simple (sign-
ups) and more advanced (shop)
calls-to-action. Commerce
application by Alvenda
© 2010 Altimeter Group
Target inserts ecommerce photo
printing right into the experience.
#LithCast
© 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
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Scoring by Criteria
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© 2010 Altimeter Group
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#LithCast
© 2010 Altimeter Group
Retail and CPG scores Adolescence, Luxury
Immature
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© 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
© 2010 Altimeter Group
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Jeremiah Owyang
web-strategist.com/blog
Twitter: jowyang
THANK YOU
With assistance from Christine Tran, Researcher
#LithCast
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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
About Us
#LithCast
Social media marketing challenges
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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
your Facebook strategy
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● 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
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your Facebook strategy
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Comprehensive
Analytics
Fast and Easy
Facebook App Creation
Deep Engagement
Tools
Contests
Ideas
Q & A
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Facebook ACTivity score
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• 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
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Q&A
#LithCast
Katy Keim
CMO
Lithium
@katykeim
Jeremiah Owyang
Partner and Principal Analyst
Altimeter Group
@jowyang
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#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/