Optimizing facebook platform
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18-Oct-2014 -
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Transcript of Optimizing facebook platform
Developing Your Facebook
Channel
Topics
• What is Facebook?
• Starting with an Example
• Special Offers and Exclusive Deals
• Group Pages
• Social Plugins
• Mobile
• Location Based Services
• Summary
• Fast Facts- Digital Jungle
―Facebook is a social networking website — a
gathering spot, to connect with your friends
and with your friends friends. Facebook allows
you to make new connections who share a
common interest, expanding your personal
network.‖
Defining Facebook
How are people using Facebook
500 million active users worldwide
Average user has 130 friends
2nd most visited web site in the world 850 million photos, 7 million videos, and 28 million pieces of content are uploaded each month
More than 95% of Facebook members have used at least one application built on Facebook Platform
More than 4 million users become fans of Pages each day
RIM Example
Facebook Marketing Strategy
1. ENGAGE
• Find and engage existing fans
• Host discussions and provide useful resources
• Invite fans to
upload content
• Provide branded digital goods
2. DRIVE
ACTION
• Provide
applications
that enlist
ambassado
rs
• Provide
coupons to
track
purchases
• Hosts
contests
with opt-ins
for further
contact
3. ADD
SCALE
• Leverage
offline
events
• Advertise
through
existing
media
• Add your
social
Web links
to your
brand
Web site
4. MEASURE• Reach
- Fans
-Mentions
•
Engagement
-Discussions, content, reviews, and posts
Action
- Contest entries
- Coupons redeemed
- Purchases driven
- Web traffic driven
-Application users
Before you start, The Check List
Complete this checklist of questions to build a successful Facebook strategy for your
brand before you jump in.
What is the engagement value: what can you offer people that they will find
valuable?
Are you ready to respond to your customers and encourage them to talk about your
brand?
Are you ready to make a commitment beyond a campaign?
How will your other marketing communication strategies integrate with Facebook?
What assets - tools and content – can you leverage?
Do you have your company behind you and resources available?
How will you measure success?
Understanding
Facebook Features
Rewards & Discounts
Offering social followers special rewards (exclusive/early
access)
Special Offers & Vouchers
Facebook Commerce
Page Management
Global Facebook Page Management
Group Pages
Social PluginsSocial plugins let you see what your friends have liked,
commented on or shared on sites across the web
Social Plugins
Social plugins let you see what your friends have liked,
commented on or shared on sites across the web
External logins
Facebook login allows for a deeper fan engagement
experience for external websites
Making the physical, virtual
Social commerce app
Social Gaming
Location Based Services
The race to leverage location based services
Mobile Social Networking
Making mobile more social
Mobile
Making mobile more social
Mobile
Making mobile more social
Location Based Services
Location Based Services
Location Based Services
Closing the
Always Measure
Facebook can be a very effective platform to develop engaging and innovative campaigns. However, it is always critical you measure your campaigns.
• Number of fans for your brand pages
• Number of brand mentions on walls
• Number of news updates x fans Ad impressions
• Number of discussion topics
• Number of wall posts on brandpage
• Number of wallposts (measured by Lexicon)
• Number and tone of reviews posted
• Amount of content or offers shared
• Video views
• Click through rates for advertisements
• Number of contest entries
• Number of applications downloaded
• Offline actions driven by coupons or special offers
• Web traffic generated
Putting It TogetherMarketing in a Social World is about People. Look
for ways to connect and engage
Final Thoughts
Every industry and vertical is going to be
re-though in a social way.
The real disruption is about people
redesigning these social spaces.
Social spaces will become the
containers for business, home and play
Thank you
Desmond [email protected]