www.twitter.com/IAmSimonDellwww.facebook.com/SimonDellwww.slideshare.net/SimonDell

You can buy attention (advertising);you can beg for attention from the media (PR).You can bug people one at a time to get attention (sales).Or you can earn attention by creatingsomething interesting and valuableand then publishing it online for free.”David Meerman Scott

The Facebook Illusions

• It's free.• Build it and they will come. • My customers want to engage with my business no matter what.• I don't have a message.• It's just for kids.• It's the answer to my business woes! • It can stand on its own as a communication tool.• It’s fool-proof.

Agenda About MeSome Facts About FacebookJust for Young People?Why Is Facebook So ImportantPeople Trust Their FriendsWhat is a Business Page?Why Do People Interact?When Do People Interact?The Process of InteractionResults Of A Good PageInsights12 TipsApplicationsHow Many Fans Should I Have?Top Brands On FacebookGroups & PlacesGames!Facebook advertsIs The Investment Worth It?How To Win

About Me and why I think I'm qualified to talk on this subject..

Director of TwoCents Group - creative marketing & advertising agency    Branding    Graphic Design    Marketing Consultancy    Advertising Campaigns

Social Media

BackgroundConsumer behaviour, FMCG goods, retail, promotionsSocial networking

 Social media crosses a number of boundaries - creative, PR, digital - but the key factors with social media are communication, creativity and relationships.

And…I use Facebook A LOT!

Some Facts About Facebook• Founded by Mark Zuckerberg. Estimated personal wealth of $4 billion aged 26. • 2nd most popular website in the world (Alexa.com) • 500 million active users; if Facebook were a country it would be the 3rd most populated in

the world• 50% log-in on any given day• Average user has 130 friends• 500 billion minutes per month are spent on Facebook• Average user is connected to 60 pages or groups or events• Average user creates 70 pieces of content per month• 70 translations available• One million external websites are integrated with Facebook • 70% users are outside US• 7.7 million users in Australia; 44% male, 56% female• Facebook accounts for 29% of all time spent online by Australians, • In October 2009, Australian users spent 27.2 hours online - 7.55 of which were spent on

Facebook,In the same month, Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ and 45 million ‘status updates’.

• Australia leads the world in time spent on social media sites. 

"The web is at a really important turning point right now. Up until recently, the default on the web has been that most things aren’t social and most things don’t use your real identity. We’re building toward a web where the default is social.” Mark Zuckerberg

Just for Young People?

• Top age demographics in Australia: 29.3% are 25-34; 28.8% are 18-24. 15% are over 45.• Between April 2009 & May 2010, social networking use among internet users ages 50-64

grew by 88% from 25% to 47%.• During the same period, use among those ages 65 and older grew 100%--from 13% to

26%.• By comparison, social networking use among users ages 18-29 grew by 13%—from 76% to

86%.• One in five (20%) online adults ages 50-64 say they use social networking sites on a typical

day, up from 10% one year ago.• Among adults ages 65 and older, 13% log on to social networking sites on a typical day,

compared with just 4% who did so in 2009.• One in ten internet users ages 50 and older now say they use Twitter or another service to

share updates about themselves or see updates about others.

Why Is Facebook So Important?

People Trust Their Friends

   http://www.helphive.com/business-central/tag/customer-recommendations/

What is a Business Page?

Way for businesses, organisations and brands to reach consumer base without the detail of a personal page

Different from personal page – communication in either direction isn’t balanced

•Pages can ‘share to all’ via a wall•Send messages via an ‘update’•Insights available on follower profiles•Page can’t see personal details•Much more customisable

 Pages are created by anyone or anything:

•Major brands•Companies•Celebrities•Even just a catch phrase or a joke

Do NOT use a personal page as a business page:Facebook WILL delete you!

Why Do People Interact?

38% of Facebook users like at least one brand; average fan likes nine brands

70% of fans don’t think that becoming a fan equates to opting in to marketing• 40 percent to receive discounts and promotions• 39 percent to show my support for the company to others• 34 percent to stay informed about the activities of the company• 33 percent to get updates on future products• 30 percent to get updates on upcoming sales• 29 percent for fun or entertainment• 25 percent to get access to exclusive content• 21 percent to learn more about the company• 13 percent for education about company topics

When Do People Interact?65% access the site when they’re not at work or school: typically meaning early morning or evening.

CTR by age: CTR by sex:13-17:   40% Female: 56%18-24:   30% Male:     44%25-34:   14%35-44:   10%45-54:   4%55-plus: 2%

These numbers might be higher. ViTrue CEO Reggie Bradford explained in August, "If a site has 100 fans and your wall post gets five clicks, that's a 5% CTR. But if you assume only about 20% of those folks actually saw the post, it's really a 20% click-through rate.

ROI

The Result Of A Good Page

The Result Of A Good Page

Results Of A Good PageMoney Fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of, compared to those who are not fans.

Longevity Fans are 28% more likely than non-fans to continue using a specific brand.  Loyalty (Dessert Gallery, Houston)

• Made 36 percent more visits to DG’s stores each month.• Spent 45 percent more of their eating-out $ at DG.• Spent 33 percent more of their TOTAL $ at DG’s stores.• Had 14 percent higher emotional attachment to the DG brand.

 Data - contacts and info; insights and demographics Brand AwarenessFeedback & Reputation managementRecommendations• Fans 41% more likely than non-fans to recommend a product they are a

fan of.• Average fan may participate with a brand 10 times a year and will make

1 recommendation vs. active fan may participate 30 times and make 10 recommendations.

Data from Syncapse & Rice University’s Jones Graduate School of Business

Insights

12 Tips

•Have a Plan! Set Objectives!•Know Your Message•Help People Find You•Constant & Relevant Communication•Get Everyone Involved•Listen! And Reply! •“A vocal minority, but an audible

majority” •Be a Resource•Use Applications•Welcome Page•Defining Page Image•Add More Tabs

BIG QUESTION: How often do I post?

Applications

Applications are a massive growth area for Facebook pages

http://tcrn.ch/12bestways

Some of the best:

•MiproApps – customise your landing page•Tabfusion•NorthSocial•Static520•PageModo•Wildfire – quizzes, contests, coupons, sign-up forms•Payvment – online shop

Events!

How Many Fans Should I Have?

Dessert Gallery had 13,000 active visitors in a month and attracted 5% as fans on Facebook.Quality over quantity – look at your objectives againAim is to build VALUABLE relationships, not just relationships

“It’s more difficult to unsubscribe from a relationship.” David Almano

If you focus on numbers,you’re missing the point.

Top Brands On Facebook

2009

FacebookStarbucksCoca-ColaYouTubeSkittlesDisneyOreoPringlesiTunesBig Prize GiveawaysLive MessengerFerrero RocherVictoria’s SecretsAddidas OriginalsRed Bull

Super Butcher

Le Black Book Boutique

Pedigree Adoption

Penguin Books Australia

http://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/

Groups & Places• Groups

• Groups can have their own icons• Each group can have its own email address• New feature – you can create a document which

anyone in the group can edit• Group CHAT!

• Places• Have checked in today?• Control your business profile & develop offers

Facebook Connect• One million external websites use Facebook connect to log-in!• Best local example includes TrueLocal.com.au

Games!

Games will be much more significantYou can play in a communityThey're continuous.You can use REAL money in them.

Farmville (Zynga)there are more active Farmville

accountsthan there are Twitter users!

Fronterville (Zynga)Fifa Superstars (EA)

the EA Sports Fifa franchise hasSOLD 90 million units in its lifetime;

now it's available for free on Facebook.

Zynga has 215 million active monthlu users, 33 million active users, 1300 employees across 13 studios. Founded in 2007. Revenue of $600 million, valued at $5.51 billion.

Cascadian Farm is now the brand behind the game’s new organic blueberries crop, which became available in the FarmVille Market in August.Has been purchased by more than 1 million players for 20 credits each.

In total, 310 million Cascadian Farm organic blueberries have been planted by FarmVille players.

100 credits = approximately AUD$11.00

Facebook Adverts• Choose your landing page wisely. The rules of Pay-Per-Click apply to

Facebook marketing! Make sure the offer matches the landing page.• Include calls to action.• Keep your offers up to date.• Less is more when it comes to text/copy and graphics.• Don’t be vague. Cute/clever doesn’t always come across right to

customers who are are not inside your head.• Contests may appeal more to social media users who aren’t in buying

mode.• Geotarget your campaigns well. • Segment your campaigns by gender if necessary. • Split text your ads• Interesting images create clicks!

Is the investment worth it?Measuring your investment is vital and should be done in three ways:

1. Qualitative Data – the opinions.2. Quantitative Data – the numbers.3. ROI

How To WIN!

• Take It Seriously• Objectives• Don’t Be Boring• Move Quickly• Interactive.• Invest Time. Invest Money• Connect to Other Marketing Avenues• Failed first time? Jump Back In• Selective in Your Communication

"Advertising on the Web is less about justhitting someone with a message... 

It's about engagement." Mark Z

“Content marketing is a commitment,not a campaign.” Jon Buscall

“The future of business is now tied to strategiesthat work in a profoundly connected society.” Dion Hinchcliffe

“The real power of social media is that your customersvoluntarily share a wealth of data that can drive improvements

to your business strategy.” Zach Hofer-Shall

“If the social media guy is the only one talking, the social media guy has failed.” Steve Woods

You can buy attention (advertising); you can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable

and then publishing it online for free.” David Meerman Scott