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In this presentation we cover how businesses are starting to embrace Facebook as a key role in their relationship with their customers. It provides case studies highlighting how business use it for support, sales, marketing, targeting and more...
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Using Facebook pagesPresented by: Gurmit Singh Shakhon16.03.12
A bit about Facebook
• Facebook has more than 500 million active global users
• People spend over 500 billion minutes per month on Facebook
• There are more than 60 million status updates on Facebook each day
• 30 billion pieces of content (web links, blogs, etc) are shared each month
• Mobile has exploded with 100 million users accessing Facebook via their mobile
• More than 200 mobile operators in 60 countries working to deploy Facebook mobile products
Ref: Facebook pressroom, Econsultancy blog
A bit about fan pages
• The average Facebook user is connected to 60 pages, groups, events
• Purpose built Facebook pages have created more than 5.3 billion fans
Ref: Facebook pressroom, Econsultancy blog
SETTING GOALS
Everyone’s on Facebook...why are YOU there?
• Build and interact with communities
• Increase sales
• Promote events
• Boost brand loyalty
• Increase brand awareness
• Drive traffic
• Learn more about your customer base
• Instant feedback about services or products
• Improve engagement
• Improve customer service
Pick the ones your striving for!
SETTING GOALS
Achieve goals through content
• What topics interest your fans?
• What tone of voice to use?
• The best time of day to comment?
• Which messages will fans share?
• Which messages invoke emotional appeal?
• Is it fun and entertaining?
• Is it useful?
• Can you help people save?
• Does it boost reputation?
• Does it encourage fans to get involved?
Content strategy Content value
WHAT’S YOURSOCIAL SHAPE
Hub & spokeCentralised HolisticOrganic Dandelion
28.8%One department
manages all social activities
10.8%No one department
manages or coordinates. Efforts bubble up from the
edges of the company
41%A cross-functional
team sits in a centralised position helps various nodes
such as business units
18%Similar to hub &
spoke but applicable to multi-national
companies where companies within
companies act nearly autonomously from each other under a
common brand
1.4%Everyone in the
company uses social media safely and
consistently across all organisations
How do you support your social engagement?
BEFORE YOU GET SOCIAL
It’s important to determine the internal structure of an organisation to support social media channel(s). The internal
structure of the organisation and its support mechanisms should determine what your doing on social media!
STRUCTURE OF FACEBOOK
Wall Timeline Social apps
2012
2011
2010
2009
2008
Social commerce
WALL
TIMELINE
2012
2011
TIMELINE
2012
2011
TIMELINE
2012
2011
SOCIAL APPS
SOCIAL COMMERCE
SOCIAL PRODUCTS
Users
Ne
w m
usic
co
nsu
mp
tion
Desktop app
Stale behaviour and drop off
Spotify becomes a social product
The evolution of
70% of users listen to music they’ve never heard before
REALITY CHECK!
We cant all be Spotify’s, Porsche and Red Bull’s overnight!
MAKING YOU SOCIAL
Walk Jog Run
Testing the waters of social media with a
few campaigns
Ongoing relationship with audience.
Engagement through content and relevancy
Content as a service, awarding your social
audience through deeper relationships
JOG
Loyalty scheme
Exclusive content
Regionalcontent
Regional campaigns
Expert support
Social games
JOG
Loyalty scheme
Exclusive content
Regionalcontent
Regional campaigns
Expert support
Social games
Gaming is one of the most engaging content types available online (even for adults). Games usually provide access to users Facebook walls
ASOS has supported their customers openly on Facebook and Twitter. Their responses are open for everyone to see.
Campaigns targeted at specific demographics to invoke behavioural change.
Starbucks created a loyalty scheme around their coffee product - can you do the same?
Award fans with content that they cant find anywhere else!
Target content to the locations of your audience to build local, deeper relationships
TV
Many social ecosystems
Behavioural targeted content
Location based content
Social notifications
Social search
RUN
Events
RUN
TV
Many social
ecosystems
Behavioural targeting
Location based
content
Social notification
Social search Events
Moving your core data into a socially viable product to be used across multiple social networks and within many ecosystems
Host physical events to boost your local reputation - be were people need you the most
Video is the most interacted with content type - could you use video content with Timeline to tell stories?
Create messaging systems which support social messaging
Can you nurture multiple communities allowing different types of conversations to happen at the same time?
Potential to provide content based on the users location based upon them being logged into Facebook from their phone or them checking in
Be reactive to your social ecosystems and tie your website to the behaviour of your audience e.g. when xx users retweet this tweet update my website with a new campaign
MAKING A FRIEND
Walking
Jogging
Running
Rele
vanc
y
Pers
onal
isat
ion
Loca
l
USING FACEBOOK PAGES
Thank you
Presented by: Gurmit Singh ShakhonPartner at Esporis
@gurmit_shakhon
Email me:
Tweet me:
