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Transcript of Maitland Waters Social Media @ SOHO house_london_june_6_2011
Maitland Waters – Symbio Agency LtdDigital Strategy Director
Web: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Soho House London – June 6th, 2011
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Presentation Overview
Introduction and experience Relationship Networks (RN/B-Webs/SM) Return on Investment Business Challenges (Development / SEO / WebMD) Solutions: Facebook Examples / Case Studies Facebook Tactics Conclusion and Contacts
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Maitland Waters Introduction
Symbio Agency / What do I do? I’m the “Jerry Maquire of Social Media” I work for you.
EMEA Social Media Lead / International Digital Director – Accenture Interactive Developed and managed one of the first web departments with AT&T (1995) Founding member of content and commerce product group at iXL Experienced in partnering with traditional agencies M+C Saatchi, Saatchi + Saatchi,
AIM Proximity, Sweeney Vesty Deployed rich media modules for Lord of the Rings, America’s Cup and Discovery
Channel for 2x Webby Award winning site: newzealand.com First radio podcast in NZ 2005. First yahoo widget and Microsoft gadget in NZ.
Previous Clients Discovery Channel Avon Tourism New Zealand Toyota New Zealand ABC TV Carlson Wagonlit Travel Chase Manhattan Bank SonyPlaystation Chrysler Microsoft WebMD Holiday Inn Maytag AutoTrader.com Universal Music Group Newscorp NHS.uk British Telecom
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Maitland Experience
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Why are we here?
“Knowledge speaks, but wisdom listens”. - Jimi Hendrix
1. Share Knowledge
2. Interact
3. Network
4. Take Action
A: Attention
I: Interest
D: Decision
A: ACTION
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
We Live in a Connected World
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Social Media Revolution (early days!)
http://youtu.be/x0EnhXn5boM
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Social Networking and Relationships
Value Chains
(Linear Commerce)
Relationship Networks
(Collaborative Commerce)
Business (1990) E – Business (2009)
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Don Tapscott on B-webs (social networks)
B-webs are the mechanism for the accumulation of digital capital, the knowledge- and relationship-based currency of the new economy. Digital capital includes 3 elements: human (people), relationship (customers and suppliers), and structural (e-business models).”
CC TT
BB
-Don Tapscott - “Digital Capital” May 2000
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
You can build relationship capital not through mass-produced, one-way communication, but through a dynamic, two-way communication in which customers become partners in innovation. Structural capital is built not by proprietary business processes and systems, but through the creation of radical new business models.
-Don Tapscott - “Digital Capital” May 2000
CC TT
BB
Don Tapscott on Digital Capital
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Relationship Networks
Relationship– The condition or fact of being related; connection or association. – A particular type of connection existing between people related to or
having dealings with each other.
Network– an intricately connected system of things or people; "a network of
spies" or "a web of intrigue" [syn: web] : – an interconnected or intersecting configuration or system of
components [syn: net, mesh, meshwork, reticulation Source: WordNet ® 1.6, © 1997 Princeton University
– v : communicate with and within a group; "You have to network if you want to get a good job"
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Relationship Networks
Relationship Network - a.k.a• Social Network • Business Community• Business Web or B-Web (Don Tapscott)• EBC – E- business community
Your network of business, friends and service.
Some RN goals:• Facilitate collaborative business and connecting• Ensure your brand or business is participating. Not lurking! • Make the entire network stronger and more effective• Enable ICT (information, communication and technology) across the network
(All ships rise with the tide)• Exploit free social utilities• Encourage digital capital flow across the relationship network
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Relationship Networks
Business is about relationships. • Consumers, members, owners, suppliers, distributors, partners etc.• Collaboration, teamwork, partnership, cooperation.• Service, trust, loyalty, satisfaction.
Networks are powerful • Leverage the network effect • Allow for 2 way exchange of data• More nodes = Increasing returns (not diminishing). Fax machine example.
– The value of the entire network increases with addition of each node
• High tech – high touch• Group buying power (auction-mobs) • Economies of scale
Metcalf’s Law: the usefulness of a network is proportional to the square of the number of people it connects, because that is the number of possible directions of communication.
(Fax Machine Example: As more people got Faxes, your Fax becomes more valuable and the cost of the hardware goes down)
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
How Can Social Media Benefit My Business?
Hear direct feedback from your audience and listen to their ideas Identify where to allocate budget Build online communities Increase brand loyalty Learn more about REAL consumer behaviour. Stop telling them…
seduce them. Build relationships with customers through 1:1 communications Defines the best tactics for driving traffic to your website Monitoring your brand and business. Cheaper and more effective than polling. Finding and connecting with niche audiences Increased brand awareness Customer and member relationship development (after sales)
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
The greatest challenge for any organisation is resource allocation. Where to invest to achieve the greatest return.
Often Social Media is given to the junior person in an organization. We saw this in 1999 with the .com website. (Webmaster)
I would argue that the Social voice (individual or collective) of a brand or organization is one of the most important roles in the company.
Where as in the past, a world dominated by broadcast media, your role was to serve the mass public. Now the public expect you to serve their niche. Internet = Option D (ALL OF THE ABOVE)
With so many sophisticated networks and social channels it is now possible to target all of your markets and demographics.
The Biggest Problem in Digital, Web, Social
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
ROI
We invest people Time IP Technology Resources Training Knowledge Capital
But we only expect CASH in return. This is a fundamentally flawed thinking
Customer Service is the most overlooked use of Social Media (People like Brands on Facebook for more than coupons!)
Keep building your web. And develop as many social destinations as possible. Then re-invest in the ones which are working
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Need more ROI?
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Static• Brochure Site • Simple Presence• One-way communication
Value
Metrics
• Who is visiting?• What are visitors doing?• Improved site metrics
Dynamic
•Web Apps •Dynamic Content • Interactivity• Personalization• Tracking• Improved Performance•Blog •Forums
E-Business Networks
•CMSs• Distributed Authoring• Workflow• Multi-lingual support•Patient control•User choice • Brands are processes and experiences•Consumer is king•PR•Recruiting
YOU
Time
RelationshipNetworks
360 Degree DigitalStrategySocial Media
Savvy consumers
Mobile DevicesI-phone appsBlackberry appsWidgetsGadgetsBrand MonitoringRecommendationsCrowd sourcing
E-Business Continuum
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Distribution Options
Desktop Options– Mac – Vista – Windows XP/2000– Linux
Web Browser Based – IE– Firefox / Mozilla– Google Chrome– Safari– Opera
Browser Add On’s – Plug ins (can be intrusive
and slow your browser)
Mobile devices – Open source– Closed / Secure
Blackberry
iPhone Nokia N95
Google G1
HTC
IE FireFox Safari OperaGoogle Chrome
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
(2009)Development and Distribution
NHS Choices Widget Development process includes 5 phases:
Define Dream Design Develop Deliver
Understand the business goals of the campaign.
Rough sketches, blue sky ideas and creative thinking.
Mock upsWire framesUser Experience
Refine and tighten designs.
Content
Design interfaceRe-skin ableWhite Label version.
Build and implement creative and technology
Adapt for multi –platforms, devices and browsers
Delivery of digital assets.
Launch.
Review and measurement.
Phase I Phase II Phase III Phase IV Phase V
360° Digital Strategy and Distribution: Anytime, Anywhere, Any Device =
“Build once, deploy to many”
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Establish Balanced Marketing Mix
Print, Direct Mail Email / CRM Events Web / Online Mobile Social Media
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
BTPodShow.com (2008)
SEO (Search Engine Optimization
PPC (Pay per click) PPA (Pay per acquisition) Email marketing campaigns
to millions
DIY is a bad idea. 10 years ago, it was ok to have under-construction. because no one could find your micro site or web address anyways.
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
What we have learned to date
.com Microsites Mobiles Apps / widgets / gadgets Social media
Next Media!
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
The 3 Dimensional Digital Space
Interactive
passive
InternetBroadcast
BMWFilms.com
The Matrix MovieThe Matrix Game Symbio
Web TVTV
Matrix DVD
Newspaper
Billboard
Cellphone IM
Magazine
Hi Fidelity
Low Fidelity
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Free Social Networks. It’s just the beginning.
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Doing Nothing is the worst strategy
1) The internet is an organism. 2) It can be used through all stages of business. 3) The sooner you start, the sooner you have been doing it!
Anytime, anywhere, for everyone!
Insight: “Empty your mind, be formless, shapeless - like water. Now you put water into a cup, it becomes the cup, you put water into a bottle, it becomes the bottle, you put it in a teapot, it becomes the teapot. Now water can flow or it can crash. Be water, my friend.” – Bruce Lee
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Facebook Today – Changes hourly
How big is Facebook? Facebook = 750 million? The World’s best CMS The best reporting (Social graph) It’s easy to use.
The iPhone Phenomena (everyone's heard of it even if they don’t own one.)
DIY? Don’t do it! Steep learning curve. Microsoft word most people use 1% of functionality.
I’m on facebook most days and notice a new feature, function or application. You could spend weeks diving into Facebook Live, Facebook Credits, groups, pages, questions, video, comments, likes, send button etc.
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Under Construction is DEAD!
Domain Name Registration Websites take time to build. Maintain. Content Management System Promote, SEO, market Web trends / Google Analytics?
Even the simplest FB presence is effective
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
The Sky is NOT the Limit.
Big ideas take the same amount of energy as small ideas.
Go Big. Start NOW
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Beyond facebook.com (off domain)
Single Sign On
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Off domain explosion
2 billion in 2 days
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Digital World Real Estate
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Back to the REAL WORLD
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Physical World Real Estate
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
A brand has made it when?
Wrong font, missing letters in black and white and people still know what they meant.
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
The REAL “real world”
Still don’t believe me? Turn on your TV. TVC’s are no directing people to Facebook
Hardware has a FB Button
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Insights and the Social Graph
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Dashboards using the FB API
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
WebMD in 1998 (iXL) - History
Logo development Website design Website build Editable doctor pages
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Background– Inefficient & inconsistent delivery of
information– Growing and evolving markets– Poorly integrated & managed
communication services – Increasing use of internet based services– Rapidly evolving business model
WebMD - Portal for the Healthcare Industry
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
WebMD - Portal for the Healthcare Industry
Opportunities– Aggregate information from multiple providers
– Create a community by building relationships among Patients and Healthcare Professionals
– Increase service and support to all channels
– Open platform • partner with new technologies• partnership/distribution model
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Solution Highlights– Built entire company around a non-existent technology
staff– Integrated multiple technology & information vendors
coherently (including Siteman, iLearn, CFN)– Prototype aided acquisition $40+ MM investment capital– Idea Validated (HBOC)
WebMD - Portal for the Healthcare Industry
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Case Studies - WebMD (IA)
Background of Problem– Create a differentiating “Portal-Site” for the healthcare
community– First image/impression: well thought out, complete, wide
and deep– About continually improving the offering, full service
integration
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Case Studies - WebMD (IA)
Opportunities
– An “internet-only” company, the interface and logo is the packaged brand
– Use of metaphor as an organizational model for navigation
– Seamless interface integration and flexibility with multiple content sources and applications
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
WebMD in 1998 (iXL)
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
WebMD in 1998 (iXL)
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
User Interface Content Applications Network Server
Twitter ID
Facebook ID
Visa CardHotel Room CardOyster cardPhoneComputerWebtopFlash MemoryPersonal ID
V- card
PDA – Palm, Pocket PCMobile phoneATM Machines
Display DeviceIn RoomIn HotelIn StoreIn CaféIn MuseumKioskE-Citizen (Twittourist.com)
PhotosTweetsFacebookUpdatesMaps Shopping and promotion NewsReviewsRecommendationsSurveys
E-ConciergeRestaurant OrderingAuctionTravel Planning toolsShopping and Services Surveys and PollsMaps and DirectionsFlight informationTravel AlertsE-bookingsReservationsLast minute dealsProcurementGroup buying
Wifi 802.11GPSMobile GSMBlue toothGPRS3G4GBroadbandKiosk
MetricsHistoryBehaviourUser DatabaseTransaction EngineInfo ProvisionContent ManagementVirtual AnalysisUserPromotionAttractionActivityIntelligenceAnticipation
CentralizedDistributed
Technology Challenges (solved)
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Program Benefits
Member Provider Commercial
Advice
Discounts
Instant identification
Rewards / Redemption
Secure, seamless transactions
Personalized services
Build “customer capital”
Receive anticipation of needs
Self knowledge
Access
Value
Build brand loyalty and identification
Tracking delivers metrics
Enables superior customer service
Maps customer behavior
Can reward customer loyalty
Increased sales and tourist spread across UK
Strengthens relationships with tourism operatiors (Museums, Hotels, Restaurants, Attractions, etc)
Ability to anticipate client needs
Customer
Saves money on services/discounts
Receives related offers and discounts
Redemption of awards
Provider
Revenue from sign up fees
Receives increased customer volume
Repeat customers
“The more you spend the more you save”
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
WebMD today
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
WebMD Facebook
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Examples in Excellence
Want to know if it works? Look at who is #WINNING
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Digital Real Estate
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Red Bull
http://www.socialmediaexaminer.com/top-10-facebook-pages/
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Lacta
http://youtu.be/Zd5pFwmYabI
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Facebook Branding and sophistication
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Branded Entertainment
BMWFilms, McDonalds, Isles of White (BT) Tourism Queensland: www.islandreefjob.com The Best Job in the
World
http://www.trekyourself.com/?mId=29865272.2
http://youtu.be/BUUz16sjaYA
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Some Tools you can use today
There are countless web based, sms, mobile and real world tools available to start now. There are new ones every second. There is no way to keep up. Pick one. Try it. Then try again. Then try again. And again. Then try again.
If you don’t. Someone else will.
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
What can happen if you don’t ACT NOW
http://www.facebook.com/group.php?gid=86165781040
Facebook campaign brings back Dry Blackthorn
http://www.morningadvertiser.co.uk/news.ma/article/86215
http://www.guardian.co.uk/uk/2009/apr/03/blackthorn-cider
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Take a Chance
Dip your toe into the water. In as many fountains as you CAN!
Very few will respond. So you need to put out as many “lines” as possible and see what comes back.
Get started now. Not tomorrow.
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Contacts to Act NOW
Maitland Waters
Email: [email protected]
Web: http://www.77agency.com 77Agency: [email protected]
Facebook: http://www.facebook.com/maitland.waters LinkedIn http://uk.linkedin.com/in/maitlandwaters
Twitter: http://www.twitter.com/maitlandwaters
THANK YOU
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Next Steps!
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Facebook Tactics
77Agency Facebook as a marketing tool
Peter [email protected]
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Facebook has firmly established itself as a key digital marketing and branding channel
Overview
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
The two main problems we see brands facing:
Building fans Leveraging value
Facebook Tactics
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
A fan page with a low volume of fans is potentially brand damaging and means it is harder to leverage any value directly out of Facebook users
Building Fans
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Offline awarenessMake sure the Facebook Logo and your Fanpage URL is present on all your offline media (Print, TV, Radio, Street media, Email signatures, business cards…..)
Use Facebook’s tools….such as the local businesses stickers:
Building Fans
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Online
-OnsiteEnsure a link to your Fanpage is present throughout your website and other online media
-Facebook Advertising (based on CPC pricing) Develop a targeted Facebook “Like” advertising campaign for your page
Building Fans
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Fan Building Specific PromotionsDevelop a range of digital and offline promotions attracting new fans to your page…
Building Fans
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Outsourcing Fan BuildingConsider outsourcing your fan building activities to a specialised provider
Why?
Pay only per fans acquired (cost per like basis)
Build a fan base quickly (i.e. 30,000 in one week?)
Who?
Choose a service provider with Facebook credentials
Choose a service provider who invests in FB ad serving technology
Building Fans
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Building Fans Checklist:
1.Offline promotion2.Online promotion3.Facebook Fan Building Advertising Campaign4.Fan Building Focused Promotions
Building Fans
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
A Fanpage with a high volume of fans is useless unless the fan base is leveraged for value
Leveraging Value
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Direct Promotional ToolDevelop a 6 month calendar of promotional messages in line with your brands overall marketing strategy
Leveraging Value – Fan Page
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Customer Service Tool
Quickly and publically answer as many customer queries as you can
Promote your fans to help resolve other customer’s issues
Leveraging Value – Fan Page
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Branding ToolDefine strong brand language and interaction guidelines for the admins of your page
Leveraging Value - Fanpage
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Facebook applications are one of the best data collection tools on the internet. Using applications you can collect/access:
Name Hometown Facebook places
Gender Gender interest Users friend list
Profile Location Current location Access to users wall
Email address Favourite quotes Pages user has liked
Username Religion Users posted links
Account status URL of their website Photos users tagged
Users blurb Work history Favourite TV shows
Educational history Profile URL Users own posts
Create a series of applications inline with your promotional calendar and with the aim of collecting valuable fan data
Leveraging Value - Applications
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Use Facebook Advertising as you would Google PPC. Develop highly targeted campaigns to drives sales and as a branding tool. (following results from 77Agency Pathé cinema campaign)
To drive traffic and sales from PPC advertising
As a branding tool
“Total impressions served across 4 facebook ads campaigns over 6
Months of activity: 98.9 Million”
Leveraging Value - Advertising
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Facebook offer wide variety of Facebook ads to fulfil different objectives:Use Facebook engagement ads for branded viral advertising campaigns inline with your promotional calendarConnection Ad
Event Ad
Comment Ad
Polling Ad
Gifting Ad
Sampling Ad
Leveraging Value - Advertising
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Facebook offers a variety of free tools for brands to socialise your websiteIntegrate Facebook connect on your website. Use Open Graph to allow users to like products and content throughout your website
Leveraging Value- Facebook Connect
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Leveraging Value Checklist:
1.Develop a strong fanpage with on-going promotional 2.Create applications strategically to collect important user data 3.Use Facebook PPC Advertising to drive traffic and sales 4.Integrate Facebook Connect on your site
Leveraging Value - Fanpage
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
Facebook Clustering and Open Graph
1. We drive targeted users to an media object
2. The user clicks “Like”
3. The user receives your content feed on their wall
4. The users clicks through to your website
New Tactics
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Facebook Offline Liking Technology
New Tactics
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
The Universe of Facebook Technology and Service Providers
•Application developers•Facebook Advertising Platforms•Managed Facebook Advertising•Fan building services•Application user acquisition services•Offline Facebook integration
The Offering
©2011 Symbio Agency Ltd. - All rights reservedWeb: http://www.symbioagency.com | Tel: +44(0)782 594 2204
That’s it….
if you need any more information about how to get the best out of Facebook let us know.
Peter [email protected]
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