SESSION 01:Getting Started

What do you expect from this class?

Learning Outcomes

To understand why Facebook could be valuable for business and organisations.

To illustrate some case studies of organisations having used Facebook successfully.

To clarify the important steps for creating a Facebook Fan Page, and to understand how this Fan Page should be managed successfully.

Why Facebook?

Active Worldwide Users1’000’000’000 +

of users log on to FB in any given day

50%

facebook.com/press, 2012

Average user spends 45 minutes +

per day on Facebookfacebook.com/press, 2012

People ages 25-34

use Facebook the most

Emarketer, 2012

0

6

12

18

24

30

0-17 18-24 25-34 35-44 45-54 55-64 65+

6.5

14.1

21.323.7

29.7

24.5

21.4

User

s (m

illion

s)

Pieces of content shared per week

4’000’000’000 +

news.cnet.com, 2012

Local businesses with active Facebook pages

11’000’000

Sandberg (Facebook COO), 2012

More than

Creating more than15’000’000’000

fans

techcrunch.com, 2012

Starbucks Fan Page - 35’316’064 fans

Top 10 brands with high n° of fansBrands March 2012 March 2013 Oct. 2013 Increase %

Coca-Cola 40,265,615 60,437,105 73,413,551 21%

Disney 34,026,928 42,665,581 45,113,919 6%

Red Bull 27,233,442 36,573,709 40,299,778 10%

Converse All Star 23,023,402 35,488,553 37,107,427 5%

Starbucks 28,935,080 33,897,739 35,316,064 4%

Playstation 21,439,144 30,719,384 35,084,477 14%

Oreo 25,249,909 32,218,245 34,410,969 7%

iTunes 20,607,338 25,419,835 30,632,551 21%

On 06.03.2013Source: www.socialbakers.com/facebook-pages/brands

Top 10 brands with high n° of fansBrands March 2012 March 2013 Oct. 2013 Increase %

Coca-Cola 40,265,615 60,437,105 73,413,551 21%

Disney 34,026,928 42,665,581 45,113,919 6%

Red Bull 27,233,442 36,573,709 40,299,778 10%

Converse All Star 23,023,402 35,488,553 37,107,427 5%

Starbucks 28,935,080 33,897,739 35,316,064 4%

Playstation 21,439,144 30,719,384 35,084,477 14%

Oreo 25,249,909 32,218,245 34,410,969 7%

iTunes 20,607,338 25,419,835 30,632,551 21%

On 06.03.2013Source: www.socialbakers.com/facebook-pages/brands

And it keeps on

increasing every day!

HubSpot, 2012

62% of marketers said social media became more important to their marketing campaign in the last 6 months

HubSpot, 2012

51% of fans are more likely to purchase from brands they ‘Like’on Facebook

PewResearch, 2012

of Facebook consumers follow links posted by family and friends.

70%

HubSpot, 2012

of online consumers have made a purchase based on recommendations from friends on Facebook

33%

Why do consumers connect?

ExactTarget, 2010

To receive discounts and promotions

To show my support for the company to others

To get a “freebie” (e.g. free samples, coupon)

To stay informed about the activities of the company

To get updates on future products

To get updates on upcoming sales

For fun or entertainment

To get access to exclusive content

Someone recommended it to me

To learn more about the company

For education about company topics

To interact (share ideas, provide feedback)

0% 10% 20% 30% 40%

13%

13%

21%

22%

25%

29%

30%

33%

34%

36%

39%

40%

But what is the value of a fan for an organisation?

1. For what purpose did Bud Light create a hotel for that event?

2. Can you explain the advantages for the brand to implement those Facebook photo kiosk at the event?

3. What are the advantages for a brand to have fans to ‘Like’ their Page?

4. What do you understand by the ‘multiplying factor’?

Facebook’s ComplexityPersonal Profiles, TimelineFan Pages, Community Pages, Places Pages, Group Pages,Groups, Events,News Feed, Wall, Stream,Tags, Comment, Like,Friends, Members, Fans/”Likers”,Apps, Social Plugins, API,Analytics/Insights,Facebook Questions, Facebook Places,Facebook Advertising.

(Smith, 2010)

How to be good at

The Goal Isn’t to be Good at Facebook,

The Goal is to be Good at Business because of

Facebook!(Baer, 2010)

Key Questions b4 creating a Page1. Who will take care of

this, current or new staff?2. Why are we doing this?3. Who is our audience?4. What do we want to tell

them?5. What do we want them

to do?6. How will we measure

success?

What is your Objective?Create Awareness,

Bring them to your website,

Increase Sales,

Market Research,

Customer Service,

Drive traffic to your blog,

Get media attention, ...

A Customer-Centric Fan PageTimeline shows posts by page and fans,

Timeline post turned on to allow fans and visitors to posts what they like (posts, photos, videos, links),

Prompt commenting,

Personalised,

Relevant and varied content.

Encourage Sharing

Aim first for social success and not marketing success!

Aim to build a vibrant community.

Cultivate sharing, feedback and interaction.

Create ways to interact with fans.

Step 1 - Design with Timeline

Cover PhotoVisual space to communicate the values of your brand

Profile ImageThe perfect place for your logo

Brief statsN° of fans and n° of ‘people talking about this’

AboutPresentation of your Page

Direct MessagesCustomers and fans can now directly communicate with the Page admins

FacepileList of all your fans with their picture. Your personal friends will show first

Timeline of postsAble to navigate through the history of the brand

Custom AppsList of all the Apps used by the Page

Larger, Highlighted Posts

Setting Company Milestones

Setting Company Milestones

Setting Company Milestones

Step 1 - Get Started

Create your page-Choose Category,-And Page name.

Choose very carefully!

Step 1 - Company DetailsCompany details,

About us, Page mission,

What’s in it for the fans,

How will it be moderated,

Not too many links to external sites.

It’s vital to be Liked!

ConclusionUnderstand why you need to be present on Facebook.

Know your audience and what you want tell them.

Your FB Fan Page should enhance user experience,

Facebook is all about FUN! Organisations should keep that in mind when building their Page.

List of ReferencesBratton, S., Evans, D. (2008) Social Media Marketing: An Hour a Day. USA, Wiley & Sons.

Dunay, P., Krueger, R. (2009) Facebook Marketing for Dummies. USA, Wiley & Sons.

Traedaway, C., Smith, M. (2010) Facebook Marketing: An Hour a Day. USA, Wiley & Sons.

Smith, M. (n.d.) Facebook Marketing Expert. Blog [Online]. Available at: <http://www.marismith.com/>.

Social Media Examiner (n.d.) The Social Media Examiner, your guide to the Social Media Jungle. Blog [Online]. Available at: <http://www.socialmediaexaminer.com/>

Zarrella, D. (2009) The Social Media Marketing Book. USA, Riley.