1. Facebook Marketing: Best Practices How some of the worlds biggest brands leverage the worlds largest online network of consumers. InSites Consulting Polle de Maagt for InSites Consulting (and all others that are interested) Conversation readiness 1

2. Facebook Marketing: Best Practices InSites Consulting You might have seen this movie. Or heard about it. Conversation readiness 2

3. Facebook Marketing: Best Practices Or you might be one of the 600 million brands or InSites Consulting people on it. By chance. Conversation readiness 3

4. Facebook Marketing: Best Practices It might be a bit difficult and overwhelming. But Facebook isnt difficult. It starts from some pretty simple basics. So, heres our quick guide. InSites Consulting Conversation readiness 4

5. Facebook Marketing: Best Practices This is a Facebook profile page. A Facebook profile page is an overview of all content and all connections of a specific user. Photos, videos, notes, thoughts, links and an overview of friends and family. But theres even more: game scores, Slideshare powerpoints, YouTube videos or other rich content. But this is not about personal profile pages. This is about branded Facebook pages. InSites Consulting Conversation readiness 5

6. Facebook Marketing: Best Practices This is a Facebook branded page. A Facebook branded page has similar functions. You can add photos, videos or wall posts (a bit like blog posts). But there is so much more you can do. InSites Consulting Conversation readiness 6

7. Facebook Marketing: Best Practices Smart use of images. Adidas and other companies use large profile images to give extra personalization and conversion to their pages. InSites Consulting Conversation readiness 7

8. Facebook Marketing: Best Practices Or just great copywriting. Skittles uses hilarious status updates to keep the community engaged. InSites Consulting Conversation readiness 8

9. Facebook Marketing: Best Practices Highlight your fans. Coca Cola not only highlights the original founders of the Facebook fan page, but also highlights fan content. A great way to show appreciation and to give back. InSites Consulting Conversation readiness 9

10. Facebook Marketing: Best Practices Talk to your fans (when youre ready). When you gather fans, people will actually talk back. Start a conversation with them. Help them, activate them and facilitate them. Are you ready? See how conversation-ready you are with our conversation scan. By the way: helping people helps. When you solve a customer problem well, 81% will stay a customer and a whopping 63% will recommend you. InSites Consulting * Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010 Conversation readiness 10

11. Facebook Marketing: Best Practices A custom tab. When you are the owner (administrator) of a Facebook brand page, you can even add custom tabs. The easiest way to do this is to search for FBML in the search window and add an FBML tab to your page. InSites Consulting Conversation readiness 11

12. Facebook Marketing: Best Practices A custom tab: off the shelve solutions. If you think this is too difficult, there is a wide range of companies offering ready made custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even more advances feaures. It is even possible to have extremely advanced applications running within Facebook (some examples later ). InSites Consulting Conversation readiness 12

13. Facebook Marketing: Best Practices Service your customers. KLM is one of THE examples on how to reach out to your customers. They turned their Facebook page into a service desk. InSites Consulting Conversation readiness 13

14. Facebook Marketing: Best Practices Use events. Facebook really isnt about online, it is about exchanging content and bringing people together. Online AND Offline that is. That makes Facebook a great place to highlight upcoming events, like Starbucks does. InSites Consulting Conversation readiness 14

15. Facebook Marketing: Best Practices Random acts of kindness. KLM goes further than mere service by randomly surprising their customers. Great talkable content is the result. See more at klmsurprise.com InSites Consulting Conversation readiness 15

16. Facebook Marketing: Best Practices Use location. If you think this is too difficult, there is a wide range of companies offering ready made custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even more advances feaures. It is even possible to have extremely advanced applications running within Facebook (some examples later ). InSites Consulting Conversation readiness 16

17. Facebook Marketing: Best Practices Managing a global brand: Starbucks. Starbucks services global customers via their global fanpage, but also helps local customers to find their localized Starbucks pages. InSites Consulting Conversation readiness 17

18. Facebook Marketing: Best Practices Integrating existing efforts: Starbucks. Starbucks integrates popular elements of their existing starbucks.com into their Facebook presence: you can manage your Starbucks card from within Facebook. InSites Consulting Conversation readiness 18

19. Facebook Marketing: Best Practices Creative with default options. VJ Sam de Bruyns Facebook profile shows an actual message: I love Justin Bieber. InSites Consulting Conversation readiness 19

20. Facebook Marketing: Best Practices Taking it even further. Some brands and companies even take it further and integrate Facebook functionality in the core elements of their products. InSites Consulting Conversation readiness 20

21. Facebook Marketing: Best Practices Deep Facebook integration: Nike. Whenever you start a run within the Nike+ Running application, you can ask your Facebook friends to cheer for you. How? Nike sends a wall post to Facebook where other users can comment and like. Every comment and like turns into a cheer in the runners headphone. InSites Consulting Conversation readiness 21

22. Facebook Marketing: Best Practices Print your Facebook status updates in a book. Book of Fame is an initiative of Leuven-based (Belgium) Boondoggle Life Labs. InSites Consulting Conversation readiness 22

23. Facebook Marketing: Best Practices Offline to online. Likify lets users become instant fans online. Whenever they scan a Qrcode with their cellphone, they become afan on Facebook. InSites Consulting Conversation readiness 23

24. Help us make this even better! Send us your recommendations, comments and questions. InSites Consulting Conversation readiness 24

25. Hello. I am Polle de Maagt. I create impact through conversations at a pretty cool company called InSites Consulting. We work mostly because were committed to take research forward, but brands like Ben&Jerrys, Telenet, Danone and Philips agreed to pay us for it. Send me an email at polle@insites.eu or find me at http://www.polledemaagt.com InSites Consulting Conversation readiness 25