Post on 08-May-2015
description
Facebook_Real Time Customer Service
Interactive Minds_29.04.09
Agenda
Agenda
1. Facebook in 20092. Why use Facebook to engage customers3. Facebook tools to engage4. Developing strategy and engaging customers5. What not to do6. Further reading
Facebook in 2009
1.
More than 200 million active users5.4 million Australian usersThe fastest growing demographic is those 35 years old and older More than 4 million users become fans of Pages each day Every month, more than 70% of Facebook users engage with Platform applications
Source: Facebook & Comscore
679,000 Australian usersOver 1000% growth in visits in the last 12 monthsIs being used to establish high number of loose connections between new and existing friends
Source: Hitwise
Twitter vs Facebook
Why use Facebook to engage customers
2.
Why brands should engage via Facebook
Provide customers with ways to engage with your brand in their own environmentSeek feedback and observe trendsBuild brand loyalty and trust through conversationsDevelop a community of customer advocatesExtend the reach of communicationsMake content easy to share
How consumers feel towards brands in social media
23 percent of online Australians interacted with a company via a social networking site during 200852 percent of Australians who use social networking state companies need to find new ways for consumers to interact with their brands
Source: Nielsen Online
Some brands are leveraging the presence…
…while others have yet to take real action
Facebook tools to engage
3.
Tools
Public Profiles (recently replaced Fan Pages)User Initiated Groups Branded ApplicationsSocial AdvertisementsFacebook Connect and Facebook Lexicon
Public Profiles
Should be the social media hub for your brand acting as a dynamic resource that provides users with something useful to come back to which naturally ties into how they use FacebookCan communicate information, news, events, photos, videos and answer questions openly in an environment seen by other internet usersAustralian examples:
LOVER SamboyiiNet
LOVER
Samboy
iiNet
User Initiated Groups - Share My Story
Branded applications
Need to be dynamic and personal that provides a valuable experience, build social capital or provides entertainment for the userAustralian example:
Social ads
BCM used Facebook Advertising successfully for a recent Queensland Transport campaign
Targeted placement using original and compelling creative ensured click-throughs comparable to search engine marketing
Facebook Connect and Facebook Lexicon
Facebook Connect allows users to share their Facebook account and information with other web sites and services (e.g. iPhone Apps) site (increase users/signup on your website) allowing them to connect and find their friends who also use your site
Facebook Lexicon is a trend mapping tool which shows how frequently your search terms appear in Facebook Wall conversations over time
Developing your strategy and engaging customers
4.
Strategy and engagement
Identify what you can bring to Facebook and the types of conversations you want to have and how you would like to see those developImplement a content plan that is:
Appealing SimpleConversationalSocialTargetedContinuous
Strategy and engagement
Ongoing conversationsDeal with complaintsEnsure employees get involvedRegular messaging to current brand fansIdentify existing communities to interact withHost discussionsInvite fans to upload content
Put in place metrics to measure your success and …
What not to do
5.
What not to do
Don’t be fakeDon’t spam users with messagesDon’t have an inactive presenceDon’t edit or remove negative commentsDon’t respond only to complimentsDon’t alienate unofficial user initiated fan pages
Further reading
6.
Slides, notes & links will be available online at: blogs.bcm.com.au
Anthony DeverBCMPhone: 07 3308 2000
bcm.com.aublogs.bcm.com.au
twitter.com/bcmpartnership