A how-to guide for businesses leaders and executives

1. Starting Shortly… Archive of all presentations: www.asiadigitalmap.com/training Password: socialat Internal Training Only – Not For Clients

2. Facebook For Business A How To Guide For Business Leaders and Executives February 18, 2011 © Confidential and Proprietary – Do Not Release

3. Questions and Comments #360DI or

5. #ogilvy Twitter hashtag

6. Speakers Brian Giesen | @bdgiesen Regional Director, Sydney Ogilvy 360°Digital Influence @ThomasCrampton Asia-Pacific Director Ogilvy 360°Digital Influence

7. ARE YOU READY ARE YOU READY Facebook for Business ARE YOU READY The APAC Landscape (Stats & Stuff) Getting Prepared 7 Deadly Sins of Facebook Marketing Creating a Facebook Strategy ARE YOU READY

8. Facebook for business The APAC Landscape

12. 420 Million Chinese Internet Users 75 Million kaixin001 Users 150 Million Renren Users 300 Million Qzone Users 160 Million 51.com Users

13. Number of Facebook Users Indonesia Philippines India Malaysia Taiwan Thailand Hong Kong

14. Number of Facebook Users Indonesia Philippines India Malaysia Taiwan Thailand Hong Kong

15. Portion of National Population on Facebook

16. Portion of Online Population on Facebook 50%

17. 8.19 hours Average time Australians spend on Facebook per month* 19 of 20 Minutes spent on Facebook are spent in the newsfeed** *SOURCE: Nielsen Australia, March 2010 ** SOURCE: Buddy Media, January 2011

18. 34% Of online Australians have followed or joined a company, brand or product Of Australians have watched an online video about a product or service. 63% *SOURCE: Nielsen Australia, March 2010

19. Search The new home page, shelf space & front page 90% Of people start their Internet session on a search engine. SOURCE: Nielsen Australia, March 2010

20. 14% Trust Advertisements 86% Trust the opinions of other Australians for product/service recommendations

21. 7 The 7 Deadly Sins ofFacebook Marketing

25. Sprinkle in short, relevant questions geared to “start” conversations

30. Inconsistent “voice”

32. Facebook for business Building a Facebook Strategy

34. Leverage an event or a great PR idea

37. Develop the social media voice for your business

39. Host contests and special promotions

40. Provide fans with exclusive content

42. Develop the social media voice for your business

43. Setup the page & register a custom URL for your business name.

44. Go to: http://www.facebook.com/pages/create.php to create your page.

45. Choose the right category and follow the instructions

49. Host contests and special promotions

50. Provide fans with exclusive content

51. Offer engaging, interactive contentStep 1: Six-Month Calendar Brand campaigns, awareness months, planned launches (new applications, video series, summer-long promotion). Step 2:Weekly Calendar Everyday Engagement from the Conversation Manager.

52. Example Promotion:Ford Falcon Ultimate Experience Contest

54. Submit Your Falcon Memory

55. 500+ photos submitted

57. Leverage an event or a great PR idea

59. Week 1 FB Ads Banners on a parenting forum SMS and eDMs to existing Huggies consumers TVC will be up on week 2

60. Example: Launching a ProductLeveraging a Great PR Idea & Facebook Ads

64. Based on Facebook Insights data

66. Leverage an event or a great PR idea

69. Develop the social media voice for your business

71. Host contests and special promotions

72. Provide fans with exclusive content

74. 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/

75. Additional Resources How to… 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

76. Any Questions? Archive of all presentations: www.asiadigitalmap.com/training Password: socialat Internal Training Only – Not For Clients

77. Launch of Facebook Deals Australia, Singapore, Hong Kong February 16, 2011 © Confidential and Proprietary – Do Not Release

78. Facebook For Business Some of the most active Facebook markets in the world, Hong Kong, Singapore and Australia have penetration levels rivaling the United States. In several months, Facebook will launch Deals, a function that allows users to receive rewards for checking-in to locations. (This is Confidential) Ogilvy has partnered with Facebook to find select clients for a groundbreaking social media campaign in these markets. Details: social@ogilvy.com

79. Some of our US launch partners

80. 10,000 free pairs of jeans “It’s a great traffic driver” Financial Times

81. $1 Million Free Hotel Rooms In VEGAS The Palms in Las Vegas gave a third night free

82. North Face donated $1 to the National Park Service for every check-in

84. Exclusive bulk upload feature

85. Enhanced image - early adopter

87. Complete launch steps within two weeks

90. Next steps Email social@ogilvy Develop a compelling deal Sign NDA Complete bulk upload sheet Plan logistics Launch!

91. Getting your business ready How to create a great in-store experience: Cover logistics Be proactive – think of situations that could arise ahead of time Build out Facebook Place or Page content Put yourself in your customers’ shoes Be ready for the demand Prepare for scale Market your deal

92. How to: Win 20,000 target consumers’ hearts in 72 hours

93. Objective Create a friendly platform where parents can share happiness and joy with other Hong Kong parents

94. Insight & Idea By traditional research and listening through social media, we found that parents in Hong Kong love sharing photos of their babies on the social web. Hong Kong babies are stars to their parents, this campaign gives them a chance to share that dream! We use the social platform as a channel for submission, and feature the 60 most popular baby photos on 10 bus bodies around Hong Kong.

95. Simple Mechanism

96. 1 Land on Huggies exclusive Fan Page, only users who “Like” Huggies can see content or participate.

97. 2 Details and joining instructions come up after user Likes Huggies Page

98. 3 Campaign rules along with submission form shows up after clicking “Join Now”

99. 4 Manually uploaded by Huggies Facebook team after assessing quality

100. 5 Participants, friends, and other baby lovers can start browsing cute submissions and vote!

101. Integration

102. Week 1 FB Ads Banners on a parenting forum SMS and eDMs to existing Huggies consumers TVC will be up on week 2

103. Results (so far)

104. In less than 4 days… Broke Hong Kong Facebook Page History and about to hit 20,000 fans in 3.5 days after launch. In average 1 photo submission every 2 minutes since 1st day of launch.

105. In less than 4 days… Participants creating personal Facebook Event Invites to invite friends to vote. Forum mentions about Huggies campaign Mentioning from blogs and microblogs Tons of mentioning on industry magazines and top 5 most popular story on Campaign China

106. Competitors and other pages Pampers’ 6 months old page struggles to get to 4,000 fans. We overtake them in 2 days.

107. And more to come…

108. Launch of Facebook Deals Australia, Singapore, Hong Kong February 16, 2011 © Confidential and Proprietary – Do Not Release

109. Facebook For Business Some of the most active Facebook markets in the world, Hong Kong, Singapore and Australia have penetration levels rivaling the United States. In several months, Facebook will launch Deals, a function that allows users to receive rewards for checking-in to locations. (This is Confidential) Ogilvy has partnered with Facebook to find select clients for a groundbreaking social media campaign in these markets. Details: social@ogilvy.com

110. Some of our US launch partners

111. 10,000 free pairs of jeans “It’s a great traffic driver” Financial Times

112. $1 Million Free Hotel Rooms In VEGAS The Palms in Las Vegas gave a third night free

113. North Face donated $1 to the National Park Service for every check-in

115. Complete launch steps within two weeks

118. Exclusive bulk upload feature

119. Enhanced image - early adopter

121. Next steps Email social@ogilvy Develop a compelling deal Sign NDA Complete bulk upload sheet Plan logistics Launch!

122. Getting your business ready How to create a great in-store experience: Cover logistics Be proactive – think of situations that could arise ahead of time Build out Facebook Place or Page content Put yourself in your customers’ shoes Be ready for the demand Prepare for scale Market your deal

123. THANK YOU! Brian Giesen Regional Director 360° Digital Influence Ogilvy Public Relations p 02 8281 3853 e brian.giesen@ogilvy.com.au t @bdgiesen ” “ 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.