Date post: | 07-May-2015 |
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Facebook as Marke,ng Pla1orm
Richard Meyer Director Online Strategic Solu,ons
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Social Networking has reached cri,cal mass
• eMarketer es,mates that 57.5% of all US Internet users, or 127 million people, will use a social network at least once a month in 2010. By 2014, nearly two-‐thirds of Internet users will be on board.
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The primary reason people friend brands on social media
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Social media compliments exis,ng marke,ng programs
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Facebook at a glance
• There are over 400 million members -‐-‐ 100 million of which live in North America
• 50% of ac,ve members log in at least once per day
• The average member has 130 friends.
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U.S. Facebook Users by Age
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Facebook User Profile
Website Loyalty
% of Facebook Users said Facebook is their favorite SNS site 75%
% of Facebook say that they can do without Facebook 29%
Average Income (Age 18+): 61K
Average# of connections: 122
Age
/* Significantly higher than average (95% Confidence Level)
*
Usage Change
% of Facebook Users said their usage of the site has increased in the past 6 months 59%
% of Facebook Users said their usage of the site has decreased in the past 6 months 7%
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Facebook Demographics
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Online users spend a lot of ,me on Facebook
The Nielsen Company reported in June that, on average, the global consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites. According to a report by market researcher Morpace, among US Facebook users ,me on Facebook
rises to 1 in 3 minutes spent online
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Twi[er has a slight advantage over Facebook in conversion
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While Facebook is hot, there are issues with privacy
• Respondents to the polling (fielded online in March 2010) were asked how trustworthy they think online social networks are.
• Few of the U.S. respondents said they regard such networks as "completely trustworthy" (5 percent) or "very trustworthy" (11 percent).
• Thirty-‐five percent rated them "fairly trustworthy." Nearly half said they're "not very" (32 percent) or "not at all" (17 percent) trustworthy.
• Privacy is clearly an underlying concern behind such broad distrust.
• Sixty-‐three percent agreed with the statement, "I am very concerned about my privacy on online social networks." Fi`y-‐five percent agreed that they "worry that online social networks are selling my personal informa,on to adver,sers."
Vision Cri)cal survey
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Cri,cal Steps to Marke,ng on Facebook
• Strategy – Before you start building there are a few things to think about. For instance, who do you
want to talk to? What do you want to talk to them about? What you want them to do? Figuring these ques,ons out up front will help insure a successful step two.
• Presence – With most companies, crea,ng a solid presence requires crea,ng one or more fan pages
with several tabs. This is the "gecng the house in order" step. Presence can be a difficult step, as it requires pa,ence while you build your following.
• Ac,va,on – A brand can have all the fans on Facebook, but what's the value of a fan just sicng there?
Ac,va,on is the "what do you want them to do" por,on of building a fan page. Real value is when a fan is doing something for you outside of being just another follower.
• Community – This is more of an outcome than a stage, but if you have the right presence and you've
done your ac,va,on, community should allow you to tap your Facebook presence to amplify or build on current campaigns, in-‐store promo,ons and other marke,ng ac,vi,es.
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Elements of a great Facebook brand page
• Network with other pla1orms -‐ Connec,ng mul,ple social pla1orms and a hub from the brand website, can help funnel consumers throughout the network.
• Create a resource -‐ Offering a resource page allows a brand to target a new demographic, outside of those that already know and love the business.
• Create and invite par,cipa,on -‐ Offering something to consumers to join can help build a large community. Some examples of things to offer: Coupons, free shipping, weekly deals, video uploads, design our new product.
• Ensure your demographic is using Facebook -‐ Some brands cannot expect huge followings on Facebook. Brands or product lines targe,ng the demographic most prominent on Facebook tend to see the quickest growth.
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Community Pages on Facebook What marketers need to know
• Community Pages are a new type of Facebook Page dedicated to a topic or experience that is owned collec,vely by the community connected to it. – Just like official Pages for businesses,
organiza,ons and public figures, Community Pages let you connect with others who share similar interests and experiences
• Facebook’s Community Pages are an ini,a,ve from Facebook to create “the best collec,on of shared knowledge” on a wide variety topics.
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Managing Risk for Community Pages
• Keep a close eye on your Wikipedia page – your company’s informa,on is pulled from there, so brand-‐jacking efforts may shi` there even more if Community Pages take off.
• Enter your company’s official website if it isn’t already included on the page.
• Pay even closer a[en,on to monitoring other social sites. Facebook s,ll offers no effec,ve way to monitor your brand; however as more and more Facebook content is made available on the wider web, you may see more spill-‐over if an issue does bubble up, and these pages make it more important than ever to catch those issues when they do.
• Prepare in advance for how you’ll react if a crisis does emerge. How will you decide whether to respond? Where will you respond? How? Who will do it?
Source: Dave Fleet
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Dunkin Donuts on Facebook Commitment to engagement
• 1.4 million fans.
• The company has a "fan of the week" -‐-‐ a fan is highlighted in the page's profile picture.
• In addi,on, fans celebrate promo,ons that are going on in the different page tabs where they can dunk themselves in chocolate, design their own donut (leading to hundreds of thousands of likes and comments by fans) and even upload photos taken in stores or with Dunkin' Donuts products.
Commitment to a deeper engagement with their customers leads to things like evangelism, insights into new product ideas and a greater
sense of loyalty from the par)cipa)ng customers
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Southwest A clear objec,ve and focus
• Leveraging the success of its "Bags Fly Free" ad campaign, Southwest decided to con,nue the momentum into its Facebook presence.
• Clear focus on what it wanted to do -‐-‐ i.e., collect email addresses while increasing the number of fans on its page, it created a custom applica,on on Facebook called "Fans Fly Free.
• Fueling the Momentum of Your Facebook Fan Page focus of the promo,on was to give away 100 pairs of airline ,ckets to anywhere Southwest flies.
• Within three weeks, Southwest grew its fan base from 150,000 to 750,000 -‐-‐ but more importantly, half of the contest par,cipants opted in to receive its newsle[er.
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The best way to drive interac,ons on Facebook page?
Think Content & Value
• The most effec,ve way to drive interac,ons on your Facebook page is by crea,ng fresh and unique content that provides value to your friends and followers.
• That value has to be valuable in terms of what consumers want not what you feel is valuable.
• Your followers can start a discussion when they have an interes,ng topic to tackle. Don’t blast your network with self-‐promo,onal materials, but post content valuable to the community. Rest assured, they will want to share that further
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How o`en should you be replying to Facebook followers ?
Stay in Touch Constantly
• Respond to fans and people who “like” your company as many ,mes as possible. If they have a ques,on or a request, spend the ,me to address these. Though this is a very ,me-‐consuming ac,vity, it helps you increase brand awareness and drive happy reviews.
• Ensure that you keep customer service and marke,ng brand managers abreast of what consumers are asking for on your Facebook page and incorporate their ques,ons into an FAQ sec,on of your Website or in your marke,ng collateral material.
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Facebook Adver,sing What marketers need to know
• Don’t go for numbers. Target less people who are more influen,al.
• Don’t sell to people right away. Listen to what they have to say and learn their wants and needs.
• Ensure you have measurable objec,ves and budgets.
• Thing strategically but react tac,cally.
• Use mul,variate tes,ng to compare Facebook pages to your website pages.
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Can Facebook ads be used in a campaign?
Target Specific Audiences
• Similar to Google ads, Facebook ads can complement your already exis,ng marke,ng efforts. You can reach your precise audience—female or male, married or single, professional or s,ll in school... Sync it up with an event that you are promo,ng, or target a specific loca,on.
• Facebook ads are not very expensive and you can easily experiment with them!
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Drive them to Facebook page or our website ?
Create Landing Pages
• No ma[er where your prospects arrive, they should be greeted by a clear and direct call-‐to-‐ac,on. They might be at different stages of their familiarity with your product/service and you need to test diverse landing pages.
• Think of it as a long-‐term nurturing campaign rather than a quick slice-‐and-‐dice scheme.
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So, what is the value of a Facebook fan anyway ?
• The smart marketer will approach the ques,on of value as if the answer is zero -‐-‐ there is no intrinsic value to a Facebook fan.
• Think of it this way: What's the value of an email subscriber if the company never uses the database for anything?
• A Facebook fan has one primary value in the absence of ac,va,on by brands, and that is for risk mi,ga,on, but even that value is made greater when brands foster stronger rela,onships with engaged fans.
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What else should I know ?
• Rumors persist that Google may launch a Facebook type site called “Google Me”. However Facebook has such a huge following right now that it is debatable as to whether any other social network can ever catch up to Facebook.
• There is a clear difference between how people use social networks. For example, more people use Twi[er for news than Facebook.
• There seems to be more growth in Facebook from older demographics while young people are leaving the site because it has become somewhat “uncool”.
• Do not hire interns to conduct your social media strategy. They are the voice of your brand and the job is just too important for an intern.
• Expect to fail but if you don’t try you won’t learn.
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About me
Richard Meyer
• My resume h[p://www.richardameyer.com
• My marke,ng BLOG h[p://www.richsblog.com
• MY DTC BLOG h[p://www.worldofdtcmarke,ng.com
h[p://www.twi[er.com/richmeyer
h[p://www.facebook.com/richardameyer
h[p://www.linkedin.com/in/richardameyer