LiveWorld Confidential Your brand lives in the voice of your customers 1 LiveWorld Confidential Jeremiah Owyang, Altimeter Group Peter Friedman, LiveWorld liveworld.com Your brand lives in the voice of your customers Patent Pending Patent Pending #Social 2010 LiveWorld webinar: “Best Practices in Facebook Marketing”
On Wednesday, July 28, 2010, LiveWorld hosted a free 1-hour webinar: "Best Practices in Facebook Marketing," featuring the latest research from Altimeter Group Partner Jeremiah Owyang.
Jeremiah's presentation focused on 8 metrics of success in Facebook marketing, from setting the right expectations and providing up-to-date content to enabling peer-to-peer interactions and creating effective calls to action.
The webinar also included a presentation from LiveWorld chairman and CEO Peter Friedman, explaining the importance of good community management and moderation in the Facebook environment.
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LiveWorld Confidential
Your brand lives in the voice of your customers 1LiveWorld Confidential
Jeremiah Owyang, Altimeter Group
Peter Friedman, LiveWorld
liveworld.com
Your brand lives in the voice of your customers
Patent PendingPatent Pending
#Social 2010
LiveWorld webinar:“Best Practices in
Facebook Marketing”
LiveWorld Confidential
Your brand lives in the voice of your customers 2LiveWorld Confidential
360i, AKQA, Awareness, The Community Roundtable, Context Optional, Digital Evolution Group, Edelman Digital, Facebook, Gigya, Horn Group, Inside Facebook, Janrain, KickApps, Lithium, LiveWorld, Ogilvy’s 360° Digital Influence, Razorfish, RockYou, SHIFT Communications, Spredfast, StepChange Group, a Powered Company, Vitrue and Wildfire Interactive.
• Individual Contributors
David Armano, David Berkowitz, Bert DuMars, Charlene Li, Dave McClure, Annie Noll, Shiv Singh, Adam Smith, Justin Smith, Jason Sullivan, and Anita Wong.
• Keep Interaction High with Fresh, Timely Content. • Create a a content calendar. This “ensure[s] you
have the right mix of conversational and promotional posts, and you are keeping the content fresh for your fans.”
• Post content following the 80/20 rule: 80% of content should be informational, educational, or have entertainment value. Only 20% of content should be specifically about the brand’s product or services. (Vitrue)
• Prospects trust customers more than they trust brands, so promoting advocacy is an essential strategy.
• Because customer to prospect recommendations often occurs organically, it’s also a lower cost channel.
• Start by simply asking existing fans to suggest the page to others or “like” a wall post, “voting on something, ‘sounding off’ on something, sharing videos or photos,
• Advocacy is the most difficult of all marketing objectives because brands don’t have direct control over fans. It’s a dual edged sword as negative messages can quickly spread.
Summary• Put aside your read-only playbook and tap into two-way social
marketing. Simple starts Facebook Events to promote physical meetings also results in word of mouth and community interaction
• Bolster your Facebook pages with applications from third parties. Instead, add features from third party applications that enhance interactions, discussions, or utility. (see report)
• Connect the Facebook experience with existing efforts, like your corporate website. Skip ‘linking away’ and start ‘aggregating’ FB discussions
• Measure and analyze based on business goals – not by fans or “likes.” Brands must measure based on business goals use real KPI formulas by referencing Altimeter Group’s research on Social Marketing Analytics.
• Reduce Risk: Use this scorecard as your long-term roadmap. Use these Eight Success Criteria as a roadmap for your own Facebook page efforts
Your brand lives in the voice of your customers 32LiveWorld Confidential
Best Practices: Practical Application
Best Practice
1) Pragmatic Approach
2) 2-Way Dialogue- Activate Word of Moth
3) Cross-Integrate Facebook& Corporate Web Site
Applied
• Community Architecture• Planning & Management
• Community Mgmt: Cultural Model
• Proactive Moderation: Set Tone
• Conversation Applications For Dialogue
• Integrate Across Social Media Landscape
• New: LiveWorld Facebook LiveConnect
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Pragmatic Approach: Community Architecture
CULTURE
INT
EG
RA
TE
PA
RT
ICIP
AT
E
SOCIALIZED
BRAND
• Culture Sensibility and dynamic of the community
• Brand Participation How the brand will participate
• Marketing Integration Of the community with the entire media mix
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Pragmatic Approach: Roadmaps
• Community Management Community content programming plan: What you want to do with people and how you keep them engaged
Day-to-day participation and management: Reaching out as people to people, not just a daily announcement
• Moderation Moderation plans and guidelines: Clear,
friendly standards and policies
Pro-active management: Timely responses,
quick removal of untoward content
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2-Way Dialogue: Manage the Party
• Cultural Model Management Community Management of the
conversational dynamic: Deep
relevance, controversy, humor,
emotion, & personality for the long
term – not just promotion
• Moderation Content Moderation: Manage standards and protect brand Social Engagement: Pro-actively set story, tone, and context
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2-Way Dialogue: Interaction vs. Conversation
• Facebook Wall Serial Random Target: Likes, Comments, Shares
• Interactive Applications Promotional Attention getters Calls to action
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2-Way Dialogue: Conversations Drive Relationships
• Conversation Apps People get involved, talk to each other (and you), and come back more Structured hierarchy Moderation Featuring widgets Publish to Wall and to user profiles
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Reach
Integration: Social Media Landscape
Alignment Depth
Volume
High
Low
Verticals
Broad Destination Social Networks
Branded Community
LiveWorld Confidential
Your brand lives in the voice of your customers 39LiveWorld Confidential
Reach
Social Brand Flow
Alignment Depth
Volume
High
Low
Broad Destination Social Networks
Verticals
Branded Community
Persistent, consistent brand presence
Optimal immersion in your customers’ social flow
Persistent, consistent brand presence
Optimal immersion in your customers’ social flow
LiveWorld Confidential
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Reach Alignment Depth
High
Low
Community Management
& Moderation
Community Management
& Moderation
CM & Mod
CM & Mod
Com. Mgmt &
Modration
Com. Mgmt &
Modration
CommunityMgmt &
Moderation
CommunityMgmt &
Moderation
CommunityManagement & Moderation
CommunityManagement & Moderation
Community Management
& Moderation
Community Management
& Moderation
Set Culture, Story, Tone & Context
LiveWorld Confidential
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Reach Alignment Depth
High
Low
Application Integration
• To Date Content Feeds Facebook Connect, Like, etc.
Application Integration
Application IntegrationBranded
Community
LiveWorld Confidential
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New: LiveWorld Facebook LiveConnect
LiveWorld Confidential
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Reach Alignment Depth
High
Low
Simultaneous Application On Facebook & Central Site
Consumers engage with each other in
same application at same time
Consumers engage with each other in
same application at same time
Brand’s Central Community
Brand’s Facebook Page
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Users Can See Each Other, Each Other’s Posts & Replies In Real Time
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LiveWorld Facebook LiveConnect
• Persistent Brand Presence
• More Customer Relationships
• Easier Program Management
• Available Now LiveWorld Facebook Forums LiveWorld Facebook Idea Power LiveWorld Facebook Ask & Answer
LiveWorld Confidential
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Best Practices: Practical Application
Best Practice
1) Pragmatic Approach
2) 2-Way Dialogue- Activate Word of Moth
3) Cross-Integrate Facebook& Corporate Web Site
Applied
• Community Architecture• Planning & Management
• Community Mgmt: Cultural Model
• Proactive Moderation: Set Tone
• Conversation Applications For Dialogue
• Integrate Across Social Media Landscape
• New: LiveWorld Facebook Live Connect
LiveWorld Confidential
Your brand lives in the voice of your customers 47LiveWorld Confidential
AudienceQuestions
#Social2010
@LiveWorld
@PeterFriedman
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LiveWorld Confidential
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