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Social Media Belts
Social Media White Belt
Social Media Red Belt
Social Media Black Belt
Facebook for Business
A White Belt Training
Asia-Pacific Director | 360° Digital Influence Ogilvy Public Relations Worldwide
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Twitter Hashtag #FB4biz .
Agenda 01 02 03 04 05 06 07 08 09 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 .
Speaker Brian Giesen Regional Director | 360° Digital Influence Ogilvy Public Relations Worldwide .
Poll question: Are you using Facebook for your business? ? .
The Facebook APAC Landscape .
QQ Facebook Friendster Wretch Zing Orkut hi5 Mixi Cyworld 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.
7 million videos.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. 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 .
Today. the Embassy’s two consulates Medan and Surabaya have their own Facebook Pages. Run locally at the Embassy in Jakarta.US Embassy Jakarta Facebook Fan Page Background Information The US Embassy Jakarta Facebook Fan Page was launched mid-January 2009. .
it is one of the top Facebook-using countries in the world! Source: www.US Embassy Jakarta Facebook Fan Page Although Indonesia only has 10% internet penetration.checkfacebook.com .
US Embassy Jakarta Facebook Fan Page .
Pages are similar to personal profiles and brands accumulate fans instead of friends. and hosting discussions. • Advertising Facebook offers banner advertising which can target age. or music and lifestyle interests. gender. comment. location. • Applications An application is a platform for developers which provides a framework to build tools which Facebook users can add to their profile. relationship status and interest. • 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. or browse on other web sites. . importing Twitter and blog feeds. collecting user reviews.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. Applications range from chat to games to mobile. Within pages you have the option of posting and collecting content. Facebook Connect is an open identifier which allows users to take their Facebook profile with them when they shop.
Building a Strategy for Facebook A How-To Guide for Business Leaders and Executives © Confidential and Proprietary – Do Not Release .
and posts • Action . ENGAGE • Find and engage existing fans • Host discussions and provide useful resources • Invite fans to upload content • Provide branded digital goods 2. DRIVE ACTION • Provide applications that enlist ambassadors • Provide coupons to track purchases • Hosts contests with opt-ins for further contact 3.Contest entries . MEASURE • Reach .Discussions.Purchases driven .Coupons redeemed .Web traffic driven -Application users .Fans . ADD SCALE • Leverage offline events • Advertise through existing media • Add your social Web links to your brand Web site 4.4 Elements of a Successful Facebook Strategy 1.Mentions • Engagement . reviews. content.
tools and content – can you leverage? Do you have your company behind you and resources available? How will you measure success? . 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 .Your Facebook Strategy Checklist Complete this checklist of questions to build a successful Facebook strategy for your brand before you jump in.
1. Engage Your Community .
Engaging Your Community You’ve built a strategy and set up a Fan Page. Now what? .
Host discussions around your customers’ interests. . Reach out to current brand fans. Provide fans with branded digital goods.Engaging Your Community 3 ways to engage your Facebook community: 1. 2. 3.
Identify existing communities… .Engaging Your Community 1.
Engaging Your Community 2. Host a discussion .
Provide Branded Digital Goods .Engaging Your Community 3.
Take Action! .2.
” -Kristin Foster.Action! “There must be a call to action or reason for Facebook users to engage with the brand – there must be something remarkable. Ogilvy Digital Strategist .
Action! 3 ways to activate your Facebook community: 1. 3. 2. Provide coupons and exclusive offers for fans Offer applications that provide value or support a cause Host contests and promotions that drive users to a landing page .
Coupons and special offers .Action! 1.
Applications that enlist supporters .Action! 2.
Host a contest with an opt-in .Action! 3.
3. Add Scale Via Advertising & Events .
or age ranges. Utilize social ads & targeted advertising within Facebook to reach users in specific locations. Leverage your existing media presence to drive traffic to your Facebook page Highlight your Facebook presence at offline events .Adding Scale & Impact 3 ways to increase the scale and impact of your program: 1. 3. 2. interest groups.
Adding Scale & Impact 1. Utilize targeted advertising .
Adding Scale & Impact 2. Add your social Web links to your brand Web site .
Use offline events to drive awareness .Adding Scale & Impact 3.
Measure Success .4.
“Successful brands establish success metrics prior to beginning any campaign. Context Optional .” -Kevin Barenblat.
Measuring Success • Number of fans for brandpages • Number of brand mentions on walls • Number of news updates x fans • Ad impressions • 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 • Click through rates for advertisements • Number of contest entries • Number of applications downloaded • Offline actions driven by coupons or special offers • Web traffic generated Reach Engagement Action .
900+ 18-29 YO’s Monday 50.000+ Sydney.000 Thursday 24. 6 July 83.700+ Melbourne.4 million impressions Friday 29.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. Brisbane Event image Cayan landing page .000 Wednesday 19.500 10.000 Tuesday 15.
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 .
• By 2010 mobile social network users worldwide are expected to reach 369 million. .3 Trends to Watch: Mobile Social Networking • Facebook had 20 million unique viewers per month accessing Facebook mobile platforms. users can instantly sign up to become brand fans through SMS. • As of March 2009.
• April 2009: Facebook begins testing an option to give friends credits as social capital. • Currently.3 Trends to Watch: Gift Monetization • November 2008 Facebook switches the cash value of gift for credits. • In the future. $1. . brands can sell virtual gifts for 100-200 credits. people may be able to exchange credits for an expanding array of Facebook items.00= 100 credits.
What NOT to Do .
DON’T alienate unofficial fan pages or groups. DON’T abandon your fans. DON’T engage in practices you would never consider outside of Facebook. DON’T ignore unofficial fan pages or groups. DON’T violate Facebook’s Terms of Service. DON’T be afraid of negative comments. Authenticity counts. DON’T forget about existing content you can repurpose .Facebook Don’ts • • • • • • • • • • • DON’T filter your fans reviews or content simply to protect your messaging. DON’T leave negative or inflamatory comments unresponded to. DON’T spam fans with messages or invitations to their inboxes. DON’T let your PR agency run your page.
How To: Resources to Implement Your Strategy .
com/category/facebook The Facebook Blog: http://blog.ogilvypr.insidefacebook.asiadigitalmap.facebook.developers.com/ Inside Facebook: http://www.com/Kevin-Barenblat-Interview Full Interview with Mike Hoefflinger : http://tinyurl.facebook.com/ The Daily Influence: http://thedailyinfluence.com/index.Recommended Reading • • • • • Asia Digital Map: http://www.com/ Facebook’s Developer’s Wiki: http://wiki.com/ .com/ Mashable: http://mashable.php/Main_Page • • Full Interview with Kevin Barenblat: http://tinyurl.com/Mike-Hoefflinger-Interview • • Full Interview with Kristin Foster: http://blog.
facebook.com/build-facebook-apps Add Facebook Connect to your blog: 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/Googles-key-word-tool .com/buy-facebook-ads Create an application: http://tinyurl.com/add-facebook-connect Search on Lexicon: http://www.Additional Resources How to… • • • • • • • • Create a brand page: http://tinyurl.com/lexicon/ Brainstorm keywords using Google’s Keyword Tool: http://tinyurl.
com . ” Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong p +852 6397 1662 e thomas. email@example.com...au t @bdgiesen Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. www.asiadigitalmap.“ “ “ CONTACT One company that goes with this online-initiated flow is Ogilvy Public Relations.com t @thomascrampton 25 China Experts you should follow on Twitter… Thomas Crampton ” ” Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney p +61 2 8281 3853 e brian.com For case studies.crampton@ogilvy.
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