This is a presentation I made to a business breakfast in September 2010 about how to use Facebook for business. If you have any question, please feel free to contact me on Simon@twocentsgroup.com.au

1. www.twitter.com/IAmSimonDell www.facebook.com/SimonDell www.slideshare.net/SimonDell

2. You can buy attention (advertising); you can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” David Meerman Scott

3. The Facebook Illusions It's free. Build it and they will come. My customers want to engage with my business no matter what. I don't have a message. It's just for kids. It's the answer to my business woes! It can stand on its own as a communication tool. It’s fool-proof.

5. Agenda About MeSome Facts About Facebook Just for Young People? Why Is Facebook So Important People Trust Their Friends What is a Business Page? Why Do People Interact? When Do People Interact? The Process of Interaction Results Of A Good Page Insights 12 Tips Applications How Many Fans Should I Have? Top Brands On Facebook Groups & Places Games! Facebook adverts Is The Investment Worth It? How To Win

6. About Me and why I think I'm qualified to talk on this subject.. Director of TwoCents Group - creative marketing & advertising agency Branding Graphic Design Marketing Consultancy Advertising Campaigns Social Media Background Consumer behaviour, FMCG goods, retail, promotions Social networking Social media crosses a number of boundaries - creative, PR, digital - but the key factors with social media are communication, creativity and relationships. And…I use Facebook A LOT!

7. Some Facts About Facebook Founded by Mark Zuckerberg. Estimated personal wealth of $4 billion aged 26. 2nd most popular website in the world (Alexa.com) 500 million active users; if Facebook were a country it would be the 3rd most populated in the world 50% log-in on any given day Average user has 130 friends 500 billion minutes per month are spent on Facebook Average user is connected to 60 pages or groups or events Average user creates 70 pieces of content per month 70 translations available One million external websites are integrated with Facebook 70% users are outside US 7.7 million users in Australia; 44% male, 56% female Facebook accounts for 29% of all time spent online by Australians, In October 2009, Australian users spent 27.2 hours online - 7.55 of which were spent on Facebook,In the same month, Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ and 45 million ‘status updates’. Australia leads the world in time spent on social media sites. "The web is at a really important turning point right now. Up until recently, the default on the web has been that most things aren’t social and most things don’t use your real identity. We’re building toward a web where the default is social.” Mark Zuckerberg

8. Just for Young People? Top age demographics in Australia: 29.3% are 25-34; 28.8% are 18-24. 15% are over 45. Between April 2009 & May 2010, social networking use among internet users ages 50-64 grew by 88% from 25% to 47%. During the same period, use among those ages 65 and older grew 100%--from 13% to 26%. By comparison, social networking use among users ages 18-29 grew by 13%—from 76% to 86%. One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago. Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009. One in ten internet users ages 50 and older now say they use Twitter or another service to share updates about themselves or see updates about others.

9. Why Is Facebook So Important?

11. 76% of Australians are loyal to the brand of car they drive,67% to their coffee shopand 65% to their financial institution.

13. People Trust Their Friends http://www.helphive.com/business-central/tag/customer-recommendations/

17. Send messages via an ‘update’

18. Insights available on follower profiles

19. Page can’t see personal details

20. Much more customisable Pages are created by anyone or anything: Major brands Companies Celebrities Even just a catch phrase or a joke Do NOT use a personal page as a business page: Facebook WILL delete you!

22. Why Do People Interact? 38% of Facebook users like at least one brand; average fan likes nine brands 70% of fans don’t think that becoming a fan equates to opting in to marketing 40 percent to receive discounts and promotions 39 percent to show my support for the company to others 34 percent to stay informed about the activities of the company 33 percent to get updates on future products 30 percent to get updates on upcoming sales 29 percent for fun or entertainment 25 percent to get access to exclusive content 21 percent to learn more about the company 13 percent for education about company topics

23. When Do People Interact? 65% access the site when they’re not at work or school: typically meaning early morning or evening. CTR by age: CTR by sex: 13-17: 40% Female: 56% 18-24: 30% Male: 44%25-34: 14%35-44: 10%45-54: 4%55-plus: 2% These numbers might be higher. ViTrue CEO Reggie Bradford explained in August, "If a site has 100 fans and your wall post gets five clicks, that's a 5% CTR. But if you assume only about 20% of those folks actually saw the post, it's really a 20% click-through rate.

24. ROI

31. The Result Of A Good Page

32. The Result Of A Good Page

34. Spent 45 percent more of their eating-out $ at DG.

35. Spent 33 percent more of their TOTAL $ at DG’s stores.

37. Average fan may participate with a brand 10 times a year and will make 1 recommendation vs. active fan may participate 30 times and make 10 recommendations.Data from Syncapse & Rice University’s Jones Graduate School of Business

38. Insights

41. 12 Tips Have a Plan! Set Objectives! Know Your Message Help People Find You Constant & Relevant Communication Get Everyone Involved Listen! And Reply! “A vocal minority, but an audible majority” Be a Resource Use Applications Welcome Page Defining Page Image Add More Tabs BIG QUESTION: How often do I post?

42. Applications Applications are a massive growth area for Facebook pages http://tcrn.ch/12bestways Some of the best: MiproApps – customise your landing page Tabfusion NorthSocial Static520 PageModo Wildfire – quizzes, contests, coupons, sign-up forms Payvment – online shop

44. Events!

46. How Many Fans Should I Have? Dessert Gallery had 13,000 active visitors in a month and attracted 5% as fans on Facebook. Quality over quantity – look at your objectives again Aim is to build VALUABLE relationships, not just relationships “It’s more difficult to unsubscribe from a relationship.”David Almano If you focus on numbers, you’re missing the point.

47. Top Brands On Facebook 2009 Facebook Starbucks Coca-Cola YouTube Skittles Disney Oreo Pringles iTunes Big Prize Giveaways Live Messenger FerreroRocher Victoria’s Secrets Addidas Originals Red Bull

49. Super Butcher Pedigree Adoption Le Black Book Boutique Penguin Books Australia http://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/

51. Groups can have their own icons

52. Each group can have its own email address

53. New feature – you can create a document which anyone in the group can edit

54. Group CHAT!

55. Places

56. Have checked in today?

60. Cascadian Farm is now the brand behind the game’s new organic blueberries crop, which became available in the FarmVille Market in August. Has been purchased by more than 1 million players for 20 credits each. In total, 310 million Cascadian Farm organic blueberries have been planted by FarmVille players. 100 credits = approximately AUD$11.00

61. Facebook Adverts Choose your landing page wisely. The rules of Pay-Per-Click apply to Facebook marketing! Make sure the offer matches the landing page. Include calls to action. Keep your offers up to date. Less is more when it comes to text/copy and graphics. Don’t be vague. Cute/clever doesn’t always come across right to customers who are are not inside your head. Contests may appeal more to social media users who aren’t in buying mode. Geotarget your campaigns well. Segment your campaigns by gender if necessary. Split text your ads Interesting images create clicks!

67. Is the investment worth it? Measuring your investment is vital and should be done in three ways: Qualitative Data – the opinions. Quantitative Data – the numbers. ROI

68. How To WIN! Take It Seriously Objectives Don’t Be Boring Move Quickly Interactive. Invest Time. Invest Money Connect to Other Marketing Avenues Failed first time? Jump Back In Selective in Your Communication

69. "Advertising on the Web is less about just hitting someone with a message... It's about engagement." Mark Z “Content marketing is a commitment, not a campaign.” Jon Buscall “The future of business is now tied to strategies that work in a profoundly connected society.” Dion Hinchcliffe “The real power of social media is that your customers voluntarily share a wealth of data that can drive improvements to your business strategy.” Zach Hofer-Shall “If the social media guy is the only one talking, the social media guy has failed.” Steve Woods You can buy attention (advertising); you can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” David Meerman Scott