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Facebook is the New Web PageIf you are not on Facebook, do you exist?
Are you on Facebook?*
*Trick question: of course you are. Even if you aren’t on FB, you are on FB.
The “800 lb Gorilla” (Or, Why do we care about Facebook?)• Who’s on Facebook?• Women
• Increase in users 18 and 24 years of age has slowed (already there)
• 25 – 34 & 35 to 54 continue to grow (desirable demographics)
• 55+ years has grown exponentially
• Main St. USA of the Web
Facebook is: • A Home page?
• A browser?
• The INTERNET?
• They OWN most of the info on the Internet
• Most valuable source of data: • We volunteer private info
Extending FB’s Reach• Facebook Connect• FACEBOOK wants to
follow you EVERYWHERE• Tracking users for
marketing data: Ad $ and monetization
• FB Graph Search:• Social Search • Strength of ties
Facebook Beacon 2007• Shared your purchasing info in your profile• Allowed third-party sites to track your buying habits• Members had to opt-out• Backlash, class action lawsuit
Coca-Cola “From Fan Page to Brand Page”
• Created by fans
• Coca Cola gave fans control (Fanegement?)
• “Gracious”
• Mentos & Diet Coke
“From Fan Page to Brand Page”• Relationship
Management• Disclosure• Usefulness• Interactivity
• Hub of Social Media Activity—Still need a traditional site?
Relationship Management• Social Graph: Connectedness, social ties
• Avg user has 130 friends on FB
• Increase in brands & suggested friends
• From strong ties, to focused, weak & temporary ties.
Top Brand on FB• Coca-Cola• Oreo• Red Bull• Starbucks• Skittles• Disney• Converse• ITunes
• What are these brands doing right?• “Social Community”
• Earning Likes
Best Practices• Multimedia • Create content, share
fan content, video, photos, webisodes
• Integration with other channels• Consistent message &
strategy, but not syndicating btwn FB & Twitter (unique posts)
Move to Action• TOMS shoes asks fans
to go barefoot for one day, change FB profile pic.
• Online activity• Online to offline
• Purchase opportunities (FB “Funny Money”)
Co-Create & Partner• Invite users to
brainstorm and create new products and programs
• Ben and Jerry’s asked fans to create a new flavor. Fans increased from 300,000 to 1 mil in a few weeks
Features, Apps and Incentives• Tabs: “Front Page”• Offer on landing
page. Require a “Like”
• Contests• Coupons • Polls
Interactivity/interaction• Encourage sharing,
feedback• Responses, managing
negative feedback, referring to the website• Listen & monitor!
What & When should I post?• What do fans want to know (analyze posts, monitor)?
• 3-5 times a week (too much=unsubscribe)
• Information: dates (calendar), products, offers
• Discussion: thoughts, opinions (be specific)
How to Respond• Manage, rather than
delete, negative posts (in most cases—spammers are an exception). Have a social media policy. Sharpie to fans: OK to delete?
• Synthesize large volume responses. Pick one or two
• Sometimes the simplest answer is the best
Moving Forward• Timeline: Cover
photo regulations.
• Facebook going public
• Is Google+ a competitor?
Why # of Likes Don’t Matter• Not a valid measurement of success…• Doesn’t necessarily translate to behavior or attitude• Peer pressure, not genuine “Like”• “Like” but may not want to hear from you• Few visit “Liked” orgs w/out incentive
• Tina McCorkindale
Your Mockup should include• Sample posts• How to manage
responses
• Sample photo, cover photo, tabs, incentives