Embed Size (px)
DESCRIPTION
Social media tools like Facebook are redefining how your customers and stakeholders interact online. Isn't it time to learn how your business can leverage this powerful platform?WIth these slides from a SmartCompany webinar, you'll get practical steps on how to develop and implement a Facebook strategy for your business - including what NOT to do.
Citation preview
James ThomsonSmartCompany.com.au
Brian GeisenOgilvy 360° Digital Influence
Jonathan NguyenOgilvy 360° Digital Influence
Facebook strategy for your business
At Ogilvy’s 360°Digital Influence , we use a deep
understanding of how social media works, the
science of influence and what drives word of mouth
to deliver business value.
ARE YOU READY
ARE YOU READY
FACEBOOK FOR BUSINESS
ARE YOU READY
ARE YOU READY
1. The Australian Landscape (Stats & Stuff)
2. Getting Prepared
3. 7 Deadly Sins of Facebook Marketing
4. Creating a Facebook Strategy
FACEBOOK FOR BUSINESS
The Australian
Landscape
COMMON MISPERCEPTION:
“We are six-months behind the United States in terms of adoption of social media.”
Australians use Facebook each month9.4 million
63% Of Australian Online Users UseFacebook
* SOURCE: Nielsen Australia, October 2010
Average time Australians spend on Facebook per month*8.19 hours
19 of 20 Minutes spent on Facebook are spent in the newsfeed**
*SOURCE: Nielsen Australia, March 2010
** SOURCE: Buddy Media, January 2011
Of online Australians have followed or joined a company, brand or product34%
63%*SOURCE: Nielsen Australia, March 2010
Of Australians have watched an online video about a product or service.
In social media in Australia is Sharing a Video#1 Activity
1,300% increase over last year
SOURCE: Nielsen Australia, March 2010
The new home page, shelf space & front pageSearch
90% Of people start their Internet session on a search engine.
SOURCE: Nielsen Australia, March 2010
Trust Advertisements14%
86% Trust the opinions of other Australiansfor product/service recommendations
The 7 Deadly Sins
of Facebook Marketing
#1: ABANDONMENT
• Creating a fan page, inviting people, and then abandoning the page
• Often created around specific ad or PR campaigns, or one-off events
• Creating a fan page, inviting people, and then abandoning the page
• Often created around specific ad or PR campaigns, or one-off events
#2. IRREGULARITY
• Posting infrequently or irregularly, leaving fans guessing
• Daily posting is a key ingredient to success
• Posting infrequently or irregularly, leaving fans guessing
• Daily posting is a key ingredient to success
#3: VERBOSENESS
• Wordy wall posts that don’t have a clear call to action turn people off
• Sprinkle in short, relevant questions geared to “start” conversations
• Use photos & video
• Wordy wall posts that don’t have a clear call to action turn people off
• Sprinkle in short, relevant questions geared to “start” conversations
• Use photos & video
#4. CANNED RESPONSES
• Using the same canned responses to fans over and over
• “Thank you for your message, please email us here for more information”
• Using the same canned responses to fans over and over
• “Thank you for your message, please email us here for more information”
#5: ANARCHY
• No moderation of the page or rules by the business/brand
• Spammers, profanity & unrelated marketers rule the fan page
• No moderation of the page or rules by the business/brand
• Spammers, profanity & unrelated marketers rule the fan page
#6: ISOLATION
• Multiple, independent pages setup for a business
• What happens on a Facebook tab stays on a Facebook tab!
• Multiple, independent pages setup for a business
• What happens on a Facebook tab stays on a Facebook tab!
#7. AMBIGUITY
• No clear purpose for the page• Inconsistent “voice”• Impossible to measure
• No clear purpose for the page• Inconsistent “voice”• Impossible to measure
7 Deadly Sins of Facebook Marketing>
01. Abandonment: Be committed beyond a campaign.
02. Irregularity: Develop a daily “conversation calendar”.
03. Verbosity: Have a point. Ask a question. Use video & images.
04. Canned Responses: Tailor responses, don’t copy/paste.
05. Anarchy: Draft a guidebook & post “house rules”.
06. Isolation: Collaborate. Focus on getting onto walls & feeds.
07. Ambiguity: Start with your business objective. Tell people.
FACEBOOK FOR BUSINESS
Building a Facebook
Strategy
4 Elements of a Successful Facebook Strategy
1. SETUP
Define your
business objective
Develop the social
media voice for
your business
Setup the page &
register a custom
URL for your
business name.
3. ADD SCALE
Use Facebook
engagement ads
Leverage an event
or a great PR idea
Cross-promote the
Facebook page in
other advertising
(radio, TV,
newspapers,
billboards).
4. MEASURE
Pre-define KPI’s
upfront based on
your objectives
Use Facebook
Insights to really
understand your
fans and what they
want.
2. DRIVE ACTION
Invite feedback in
your daily updates
Host contests and
special promotions
Provide fans with
exclusive content
Offer engaging,
interactive content
4 Elements of a Successful Facebook Strategy
1. SETUP
Define your
business objective
Develop the social
media voice for
your business
Setup the page &
register a custom
URL for your
business name. Go to: http://www.facebook.com/pages/create.php
to create your page.
Choose the right category and follow the instructions
When you have 25 fans, customise your URL by visiting: http://www.facebook.com/username
Example Business Objective:Improve Recruitment & Employee Collaboration
Example Business Objective:Improve Recruitment & Employee Collaboration
The “Green Room”• Live video blog• Every Friday streamed via Facebook
4 Elements of a Successful Facebook Strategy
2. DRIVE ACTION
Invite feedback in
your daily updates
Host contests and
special promotions
Provide fans with
exclusive content
Offer engaging,
interactive content Step 1: Six-Month Calendar
Step 2:Weekly Calendar
Brand campaigns, awareness months, planned launches (new applications, video series, summer-long promotion).
Everyday Engagement from the Conversation Manager.
Example Promotion:Ford Falcon Ultimate Experience Contest
Example Promotion:Ford Falcon Ultimate Experience Contest
Facebook Photo Contest• Ford Falcon Fan Page• Submit Your Falcon Memory• 500+ photos submitted• 7,000+ new fans
4 Elements of a Successful Facebook Strategy
3. ADD SCALE
Use Facebook
engagement ads
Leverage an event
or a great PR idea
Cross-promote the
Facebook page in
other advertising
(radio, TV,
newspapers,
billboards).
Example: Launching a ProductLeveraging a Great PR Idea & Facebook Ads
Example: Launching a ProductLeveraging a Great PR Idea & Facebook Ads
4 Elements of a Successful Facebook Strategy
4. MEASURE
Pre-define KPI’s
upfront based on
your objectives
Use Facebook
Insights to really
understand your
fans and what they
want.
VB Facebook Fan Page• 4-5PM is the most active hour• Based on Facebook Insights data• Drives the conversation calendar
4 Elements of a Successful Facebook Strategy
1. SETUP
Define your
business objective
Develop the social
media voice for
your business
Setup the page &
register a custom
URL for your
business name.
3. ADD SCALE
Use Facebook
engagement ads
Leverage an event
or a great PR idea
Cross-promote the
Facebook page in
other advertising
(radio, TV,
newspapers,
billboards).
4. MEASURE
Pre-define KPI’s
upfront based on
your objectives
Use Facebook
Insights to really
understand your
fans and what they
want.
2. DRIVE ACTION
Invite feedback in
your daily updates
Host contests and
special promotions
Provide fans with
exclusive content
Offer engaging,
interactive content
FACEBOOK FOR BUSINESS
RESOURCES TO
IMPLEMENT YOUR
STRATEGY
Recommended Reading
• Asia Digital Map: http://www.asiadigitalmap.com/category/facebook
• The Facebook Blog: http://blog.facebook.com/
• Mashable: http://mashable.com/
• Inside Facebook: http://www.insidefacebook.com/
• Facebook’s Developer’s Wiki:
http://wiki.developers.facebook.com/index.php/Main_Page
• Full Interview with Kevin Barenblat: http://tinyurl.com/Kevin-Barenblat-Interview
• Full Interview with Mike Hoefflinger : http://tinyurl.com/Mike-Hoefflinger-Interview
• Full Interview with Kristin Foster: http://blog.ogilvypr.com/
• The Daily Influence: http://thedailyinfluence.com/
Additional Resources
• Create a brand page: http://tinyurl.com/create-a-brand-page
• Optimize your brand page: http://tinyurl.com/optimize-a-brand-page
• Learn about advertising pricing and FAQ: http://tinyurl.com/Facebook-ad-FAQs
• Buy targeted advertising: http://tinyurl.com/buy-facebook-ads
• Create an application: http://tinyurl.com/build-facebook-apps
• Add Facebook Connect to your blog: http://tinyurl.com/add-facebook-connect
• Search on Lexicon: http://www.facebook.com/lexicon/
• Brainstorm keywords using Google’s Keyword Tool: http://tinyurl.com/Googles-
key-word-tool
How to…
One company that goes with this online-
initiated flow is Ogilvy.“
“Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter.
”“
”25 China Experts you should follow on
Twitter… Thomas Crampton.
THANK YOU!
Brian Giesen
Regional Director
360° Digital Influence
Ogilvy Public Relations
p 02 8281 3853
t @bdgiesen
”
Thank you
![Facebook Marketing Strategy for Small Business in 2017 [KEYNOTE]](https://img.pdfslide.net/doc/110x75/5a6493a37f8b9a46568b4db9/facebook-marketing-strategy-for-small-business-in-2017-keynote.jpg)
