Post on 17-May-2015
description
SESSION 01:Getting Started
What do you expect from this class?
Learning Outcomes
To understand why Facebook could be valuable for business and organisations.
To illustrate some case studies of organisations having used Facebook successfully.
To clarify the important steps for creating a Facebook Fan Page, and to understand how this Fan Page should be managed successfully.
Why Facebook?
Active Worldwide Users1’000’000’000 +
of users log on to FB in any given day
50%
facebook.com/press, 2012
Average user spends 45 minutes +
per day on Facebookfacebook.com/press, 2012
People ages 25-34
use Facebook the most
Emarketer, 2012
0
6
12
18
24
30
0-17 18-24 25-34 35-44 45-54 55-64 65+
6.5
14.1
21.323.7
29.7
24.5
21.4
User
s (m
illion
s)
Pieces of content shared per week
4’000’000’000 +
news.cnet.com, 2012
Local businesses with active Facebook pages
11’000’000
Sandberg (Facebook COO), 2012
More than
Creating more than15’000’000’000
fans
techcrunch.com, 2012
Starbucks Fan Page - 35’316’064 fans
Top 10 brands with high n° of fansBrands March 2012 March 2013 Oct. 2013 Increase %
Coca-Cola 40,265,615 60,437,105 73,413,551 21%
Disney 34,026,928 42,665,581 45,113,919 6%
Red Bull 27,233,442 36,573,709 40,299,778 10%
Converse All Star 23,023,402 35,488,553 37,107,427 5%
Starbucks 28,935,080 33,897,739 35,316,064 4%
Playstation 21,439,144 30,719,384 35,084,477 14%
Oreo 25,249,909 32,218,245 34,410,969 7%
iTunes 20,607,338 25,419,835 30,632,551 21%
On 06.03.2013Source: www.socialbakers.com/facebook-pages/brands
Top 10 brands with high n° of fansBrands March 2012 March 2013 Oct. 2013 Increase %
Coca-Cola 40,265,615 60,437,105 73,413,551 21%
Disney 34,026,928 42,665,581 45,113,919 6%
Red Bull 27,233,442 36,573,709 40,299,778 10%
Converse All Star 23,023,402 35,488,553 37,107,427 5%
Starbucks 28,935,080 33,897,739 35,316,064 4%
Playstation 21,439,144 30,719,384 35,084,477 14%
Oreo 25,249,909 32,218,245 34,410,969 7%
iTunes 20,607,338 25,419,835 30,632,551 21%
On 06.03.2013Source: www.socialbakers.com/facebook-pages/brands
And it keeps on
increasing every day!
HubSpot, 2012
62% of marketers said social media became more important to their marketing campaign in the last 6 months
HubSpot, 2012
51% of fans are more likely to purchase from brands they ‘Like’on Facebook
PewResearch, 2012
of Facebook consumers follow links posted by family and friends.
70%
HubSpot, 2012
of online consumers have made a purchase based on recommendations from friends on Facebook
33%
Why do consumers connect?
ExactTarget, 2010
To receive discounts and promotions
To show my support for the company to others
To get a “freebie” (e.g. free samples, coupon)
To stay informed about the activities of the company
To get updates on future products
To get updates on upcoming sales
For fun or entertainment
To get access to exclusive content
Someone recommended it to me
To learn more about the company
For education about company topics
To interact (share ideas, provide feedback)
0% 10% 20% 30% 40%
13%
13%
21%
22%
25%
29%
30%
33%
34%
36%
39%
40%
But what is the value of a fan for an organisation?
1. For what purpose did Bud Light create a hotel for that event?
2. Can you explain the advantages for the brand to implement those Facebook photo kiosk at the event?
3. What are the advantages for a brand to have fans to ‘Like’ their Page?
4. What do you understand by the ‘multiplying factor’?
Facebook’s ComplexityPersonal Profiles, TimelineFan Pages, Community Pages, Places Pages, Group Pages,Groups, Events,News Feed, Wall, Stream,Tags, Comment, Like,Friends, Members, Fans/”Likers”,Apps, Social Plugins, API,Analytics/Insights,Facebook Questions, Facebook Places,Facebook Advertising.
(Smith, 2010)
How to be good at
The Goal Isn’t to be Good at Facebook,
The Goal is to be Good at Business because of
Facebook!(Baer, 2010)
Key Questions b4 creating a Page1. Who will take care of
this, current or new staff?2. Why are we doing this?3. Who is our audience?4. What do we want to tell
them?5. What do we want them
to do?6. How will we measure
success?
What is your Objective?Create Awareness,
Bring them to your website,
Increase Sales,
Market Research,
Customer Service,
Drive traffic to your blog,
Get media attention, ...
A Customer-Centric Fan PageTimeline shows posts by page and fans,
Timeline post turned on to allow fans and visitors to posts what they like (posts, photos, videos, links),
Prompt commenting,
Personalised,
Relevant and varied content.
Encourage Sharing
Aim first for social success and not marketing success!
Aim to build a vibrant community.
Cultivate sharing, feedback and interaction.
Create ways to interact with fans.
Step 1 - Design with Timeline
Cover PhotoVisual space to communicate the values of your brand
Profile ImageThe perfect place for your logo
Brief statsN° of fans and n° of ‘people talking about this’
AboutPresentation of your Page
Direct MessagesCustomers and fans can now directly communicate with the Page admins
FacepileList of all your fans with their picture. Your personal friends will show first
Timeline of postsAble to navigate through the history of the brand
Custom AppsList of all the Apps used by the Page
Larger, Highlighted Posts
Setting Company Milestones
Setting Company Milestones
Setting Company Milestones
Step 1 - Get Started
Create your page-Choose Category,-And Page name.
Choose very carefully!
Step 1 - Company DetailsCompany details,
About us, Page mission,
What’s in it for the fans,
How will it be moderated,
Not too many links to external sites.
It’s vital to be Liked!
ConclusionUnderstand why you need to be present on Facebook.
Know your audience and what you want tell them.
Your FB Fan Page should enhance user experience,
Facebook is all about FUN! Organisations should keep that in mind when building their Page.
List of ReferencesBratton, S., Evans, D. (2008) Social Media Marketing: An Hour a Day. USA, Wiley & Sons.
Dunay, P., Krueger, R. (2009) Facebook Marketing for Dummies. USA, Wiley & Sons.
Traedaway, C., Smith, M. (2010) Facebook Marketing: An Hour a Day. USA, Wiley & Sons.
Smith, M. (n.d.) Facebook Marketing Expert. Blog [Online]. Available at: <http://www.marismith.com/>.
Social Media Examiner (n.d.) The Social Media Examiner, your guide to the Social Media Jungle. Blog [Online]. Available at: <http://www.socialmediaexaminer.com/>
Zarrella, D. (2009) The Social Media Marketing Book. USA, Riley.