Facebook as a Successful

Business Tool

Presented byLeila Bagundol, Glen Morrow,Henrietta Suen and Angeline Woo

Aim• Discover Facebook’s

successfulness for both business and media industries

• Explore the potential of Facebook

• Examine the strengths and possible risks of Facebook

Scope• Businesses: socialising; advertising,

promotional, marketing and communication functions

• Whether or not Facebook is successful:

• disseminating information to better various businesses

Scope• Key questions:

– What defines a successful business tool?

– How do we judge Facebook’s success as a business tool?

– Why is Facebook chosen as an advertising and promotional platform?

What defines a Successful Business

Tool?

What defines aSuccessful Business Tool?

• Something that has a positive effect on customer/consumer behaviour

• Part of an overall strategic approach to promotion, and revenue generation

• Enables the business to have a competitive advantage in a climate of constant change

How do we judge Facebook’s success as

a Business Tool?

Judging Facebook’s success

• Keith De La Rue – Founder – Acknowledge Consulting

Judging Facebook’s success

• Ross Hill – Innovative Analyst – Deloitte Australia

Judging Facebook’s success

• Data Analytics gathered from various Case Studies– Growth, participation and interaction

Why is Facebook chosen as a

Promotional and Advertising Platform?

Why Facebook? • Easy networking and communication tool

• User popularity

• Platform for instant customer/consumer engagement

• Information immediacy and fast feedback

• Achieve higher search engine rankings

• Increase in product visibility

• Free/Low Cost

Why Facebook? Chart 1: Time spent online per month by category (Oct. 2009)

Source: Nielsen Scan Australia October 2009 News Release

Why Facebook? Table 1: Top 50 Australian Websites

June/July 2009

Source: Nielsen Scan Australia July 2009 News Release

Case Studies

Why Facebook? • Case Study 1: Supre Clothing Store (Australia)

• Mudo Media – “Zero to 40,000 fans”– 5 month period of Social Media and Marketing Strategies

• On a daily basis the Page generated an average:– 299 new Fans– 171 Comments– 163 Likes– 838 Page views

• Listening to the customers!– Polls and opinions saved money

Left or Right?

Why Facebook? • Case Study 2: Australian Bananas (Australia)

• Multi-Media “Make Your Body Sing” campaign– 6-month period of advertising

• Paired with So You Think You Can Dance 2010– “Banana lounge” message of “...good times, with fun,

with energy, with happiness.”– 18-24 age demographic– Health and Nutrition – Recipes– Intent to grow with the online social networking

community

Why Facebook?

Show Ambassador – Kim Saigh

• Case Study 3: Tattoo Pride for Tattoo Artistry (Singapore)

• Singapore Tat2-2010 Show– Old communication methods obsolete

(postal mail, email and the website)• Now... Facebook:

– “Tattoo Pride” (4,647 Fans)

– “Tattoo Pride for Tattoo Artistry” (6,850 Group Members)

Why Facebook? • Case Study 4: Dessert Artistry (USA)

• Rice University's Jones Graduate School of Business– Social Media and Marketing Research Study– Over 1,700 respondents over a 3 month period

• Study shows Fans:– Made 36% more visits to DG's stores each month – Spent 45% more of their eating-out dollars at DG– Spent 33% more at DG's stores– Had 14% higher emotional attachment to the DG brand– Had 41% greater psychological loyalty toward DG

Conclusion…

Conclusion• As a business technology it IS successful• Traditional advertising and marketing media

tools appears to be approaching a slow death• But…– New social media technologies/platforms– Must evolve and innovate– Issues with the private and public spheres

Conclusion

• Tim Bull – Co-Founder – BinaryPlex

Thank you!

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