ogilvy on: facebook for business
TRANSCRIPT
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Social Media Belts
Social Media Red Belt
Social Media Black Belt
Social Media White Belt
Understand Participate Lead
Facebook for
Business A White Belt Training
Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Public Relations Worldwide
Moderator
Question Panel
What city are you joining us from?
#FB4biz
Twitter Hashtag
Agenda
Facebook Landscape in APAC
Building Your Strategy
Engaging Your Community
Action!
Adding Scale & Impact
Measuring Success
3 Facebook Trends to Watch
What NOT to Do
How-to Resources
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Brian Giesen Regional Director | 360° Digital Influence Ogilvy Public Relations Worldwide
Speaker
? Poll question:
Are you using Facebook for your business?
The Facebook APAC Landscape
Orkut
hi5
Friendster
Wretch
Mixi
Cyworld
Zing
Social networks are diverse, but trending the same way
“Facebook is a social network that helps people communicate more efficiently with their friends, family and co-workers. Anyone can sign up for Facebook and interact with the people they
know in a trusted environment.”
How are People Using Facebook?
• 200 million active users worldwide
• 30% of users are from the US
• 2nd most visited web site in the world
• 850 million photos, 7 million videos, and 28 million pieces of
content are uploaded each month
• More than 95% of Facebook members have used at least one application built on Facebook Platform
• More than 4 million users become fans of Pages each day
US Embassy Jakarta Facebook Fan Page
US Embassy Jakarta Facebook Fan Page
The US Embassy Jakarta Facebook Fan Page was launched mid-January 2009.
Run locally at the Embassy in Jakarta.
Today, the Embassy’s two consulates Medan and Surabaya have their own Facebook Pages.
Background Information
US Embassy Jakarta Facebook Fan Page
Although Indonesia only has 10% internet penetration, it is one of the top Facebook-using countries in the world!
Source: www.checkfacebook.com
US Embassy Jakarta Facebook Fan Page
Facebook Tool Box Facebook offers an ever-expanding array of tools for brands to connect with fans
• Brand Fan Pages A Facebook Page is a public profile that enables you to share your business and products with Facebook users. Pages are similar to personal profiles and brands accumulate fans instead of friends. Within pages you have the option of posting and collecting content, importing Twitter and blog feeds, collecting user reviews, and hosting discussions.
• Applications An application is a platform for developers which provides a framework to build tools which Facebook users can add to their profile. Applications range from chat to games to mobile.
• Connect/Share Facebook Connect and Facebook Share are additions to your brand’s existing web site or blog which allow you to integrate their Facebook presence with other online media. Facebook Connect is an open identifier which allows users to take their Facebook profile with them when they shop, comment, or browse on other web sites.
• Advertising Facebook offers banner advertising which can target age, gender, location, relationship status and interest, or music and lifestyle interests.
Building a Strategy for Facebook
A How-To Guide for Business Leaders and Executives
© Confidential and Proprietary – Do Not Release
4 Elements of a Successful Facebook Strategy
1. ENGAGE
• Find and engage existing fans
• Host discussions and provide useful resources
• Invite fans to upload content
• Provide branded digital goods
3. ADD SCALE
• Leverage offline events
• Advertise through existing media
• Add your social Web links to your brand Web site
4. MEASURE
• Reach
- Fans
- Mentions
• Engagement
- Discussions, content, reviews, and posts
• Action
- Contest entries
- Coupons redeemed
- Purchases driven
- Web traffic driven
-Application users
2. DRIVE ACTION
• Provide applications that enlist ambassadors
• Provide coupons to track purchases
• Hosts contests with opt-ins for further contact
Your Facebook Strategy Checklist Complete this checklist of questions to build a successful Facebook strategy for your brand before you jump in.
What is the engagement value: what can you offer people that they will find valuable?
Are you ready to respond to your customers and encourage them to talk about your brand?
Are you ready to make a commitment beyond a campaign?
How will your other marcom strategies integrate with Facebook?
What assets - tools and content – can you leverage?
Do you have your company behind you and resources available?
How will you measure success?
1. Engage Your Community
Engaging Your Community
You’ve built a strategy and set up a Fan Page. Now what?
Engaging Your Community
3 ways to engage your Facebook community:
1. Reach out to current brand fans.
2. Host discussions around your customers’ interests.
3. Provide fans with branded digital goods.
1. Identify existing communities…
Engaging Your Community
Engaging Your Community
2. Host a discussion
Engaging Your Community
3. Provide Branded Digital Goods
2. Take Action!
Action! “There must be a call to action or reason for Facebook users to engage with the brand – there must be something remarkable.” -Kristin Foster, Ogilvy Digital Strategist
Action! 3 ways to activate your Facebook community:
1. Provide coupons and exclusive offers for fans
2. Offer applications that provide value or support a cause
3. Host contests and promotions that drive users to a landing page
1. Coupons and special offers
Action!
Action!
2. Applications that enlist supporters
Action!
3. Host a contest with an opt-in
3. Add Scale Via Advertising & Events
Adding Scale & Impact
3 ways to increase the scale and impact of your program:
1. Utilize social ads & targeted advertising within Facebook to reach users in specific locations, interest groups, or age ranges.
2. Leverage your existing media presence to drive traffic to your
Facebook page
3. Highlight your Facebook presence at offline events
1. Utilize targeted advertising
Adding Scale & Impact
Adding Scale & Impact
2. Add your social Web links to your brand Web site
3. Use offline events to drive awareness
Adding Scale & Impact
4. Measure Success
“Successful brands establish success metrics prior to beginning any campaign.” -Kevin Barenblat, Context Optional
Reach
• Number of fans for brandpages • Number of brand mentions on walls • Number of news updates x fans • Ad impressions
Engagement
• Number of discussion topics • Number of wall posts on brandpage • Number of wallposts (measured by Lexicon) • Number and tone of reviews posted • Amount of content or offers shared • Video views
Action
• Click through rates for advertisements • Number of contest entries • Number of applications downloaded • Offline actions driven by coupons or special offers • Web traffic generated
Measuring Success
Measuring Success KFC Australia fan page live Sunday 14 June supported by Facebook engagement ads
Cayan Grill coupon linked to fan page Tuesday 16 June
KFC fans multiply by 1000s: Monday 7,000 Tuesday 15,000 Wednesday 19,000 Thursday 24,500 Friday 29,900+ Monday 50,000+ 6 July 83,700+
Event image
Cayan landing page
10.4 million impressions
18-29 YO’s Sydney,
Melbourne, Brisbane
3 Facebook Trends to Watch
3 Trends to Watch: Facebook Connect
• Platforms:
– Your website
– Your blog
– Your iPhone application
• Uses:
– Seamlessly "connect" their Facebook
account and information with your site
– Connect and find their friends who also use your site
– Share information and actions on your site
with their friends on Facebook
3 Trends to Watch: Mobile Social Networking
• Facebook had 20 million unique viewers per month accessing Facebook mobile platforms.
• By 2010 mobile social network users worldwide are expected to reach 369 million.
• As of March 2009, users can instantly sign up to become brand fans through SMS.
3 Trends to Watch: Gift Monetization
• November 2008 Facebook switches the cash value of gift for credits. $1.00= 100 credits.
• April 2009: Facebook begins testing an option to give friends credits as social capital.
• Currently, brands can sell virtual gifts for 100-200 credits.
• In the future, people may be able to exchange credits for an expanding array of Facebook items.
What NOT to Do
Facebook Don’ts • DON’T filter your fans reviews or content simply to protect your messaging.
• DON’T spam fans with messages or invitations to their inboxes.
• DON’T violate Facebook’s Terms of Service.
• DON’T ignore unofficial fan pages or groups.
• DON’T alienate unofficial fan pages or groups.
• DON’T abandon your fans.
• DON’T let your PR agency run your page. Authenticity counts.
• DON’T be afraid of negative comments.
• DON’T leave negative or inflamatory comments unresponded to.
• DON’T engage in practices you would never consider outside of Facebook.
• DON’T forget about existing content you can repurpose
How To: Resources to Implement Your Strategy
Recommended Reading
• Asia Digital Map: http://www.asiadigitalmap.com/category/facebook
• The Facebook Blog: http://blog.facebook.com/
• Mashable: http://mashable.com/
• Inside Facebook: http://www.insidefacebook.com/
• Facebook’s Developer’s Wiki:
http://wiki.developers.facebook.com/index.php/Main_Page
• Full Interview with Kevin Barenblat: http://tinyurl.com/Kevin-Barenblat-Interview
• Full Interview with Mike Hoefflinger : http://tinyurl.com/Mike-Hoefflinger-Interview
• Full Interview with Kristin Foster: http://blog.ogilvypr.com/
• The Daily Influence: http://thedailyinfluence.com/
Additional Resources
• Create a brand page: http://tinyurl.com/create-a-brand-page
• Optimize your brand page: http://tinyurl.com/optimize-a-brand-page
• Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs
• Buy targeted advertising: http://tinyurl.com/buy-facebook-ads
• Create an application: http://tinyurl.com/build-facebook-apps
• Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect
• Search on Lexicon: http://www.facebook.com/lexicon/
• Brainstorm keywords using Google’s Keyword Tool: http://tinyurl.com/Googles-key-word-tool
How to…
” One company that goes with this online-initiated flow is
Ogilvy Public Relations.
” 25 China Experts you should follow on
Twitter… Thomas Crampton
“
“
Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” “
www.asiadigitalmap.com For case studies...
CONTACT Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong p +852 6397 1662 e [email protected] t @thomascrampton
Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney p +61 2 8281 3853 e [email protected] t @bdgiesen
asiadigitalmap.com
? Any Questions?