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.

Facebook

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

Twitter

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