The Four Strategies Applied to Facebook

Based on Geoff Livingston s forthcoming book, Welcome to the Fifth Estate

Strategies Achieve Goals

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Marketing Requires Differentiation

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The Importance of Integrated Media

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Avoid Shiny Object Syndrome

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Facebook: The Ultimate Social Tool
‡ 600 million users ‡ 33% of Facebook traffic is mobile (Dan Zarella) ‡ Secondary uses like pictures, videos and places dominate

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Why Facebook Has Taken Off (Again)

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McDonald s &Facebook Have Similar Business Models

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The Result Is a Text Heavy Nightmare User Interface

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Adoption Is Slowing

Source: Inside Facebook

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Strategy 1: Participation w/ People

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Live Authenticity Two Way Dialogue

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The End of Siloed Approaches

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Why Participation Matters In Facebook

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Foster Advocacy: 80/20 Rule
‡ Frequent updates, users expect consistent interaction ‡ Eighty percent educational, informational, and entertaining ‡ Twenty percent about the organizationAsk questions, solicit their input ‡ Encourage fans to speak on your behalf ‡ Ask them to like things ‡ If someone criticizes the organization, and fans defend you, let them
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Strategy 2: Use Content to Serve

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Content Informs/Engages Stakeholders

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Strategy 3: Engage Influencers

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Engaging On Their Terms

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Influence
As Pictured by Simon Collister

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Klout and Influence

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Strategy 4: Empowerment

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Empowerment and Crowdsourcing

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Crowdsourcing Can Be Fun, But Requires Work

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Tactical Execution: More on Facebook

Stakeholder Experience Revolves Around Two Things
Product As It Relates to Them
Complete Integrated Experience

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Altimeter s Eight by Jeremiah

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Make It a Cohesive Brand Extension

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Customize Your Page with iFrame

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Use Calls to Action

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Integrate Applications (the ones your community likes)

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Use Facebook to Bring Them Home

(c) Zoetica, LLC. http://zoeticamedia.com

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Pay Attention to the Stats

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How to Measure
‡ Decide what is important to measure (indicators) ‡ Use SMART Objectives as a guide ‡ Remember to segment measurement:Attention, Attitudes, Action ‡ Pick appropriate tools ‡ Maintain your dashboard ‡ Be consistent

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Questions?

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