Facebook strategy for your business

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

e brian.giesen@ogilvy.com.au

t @bdgiesen

”

Thank you