Social media tools like Facebook are redefining how your customers and stakeholders interact online. Isn't it time to learn how your business can leverage this powerful platform? WIth these slides from a SmartCompany webinar, you'll get practical steps on how to develop and implement a Facebook strategy for your business - including what NOT to do.

1. Facebook strategy
for your business
James Thomson
SmartCompany.com.au
Brian Geisen
Ogilvy 360° Digital Influence
Jonathan Nguyen
Ogilvy 360° Digital Influence

2. 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.

3. FACEBOOK FOR BUSINESS
ARE YOU READY
1.
2.
The Australian Landscape (Stats & Stuff)
Getting Prepared
3.ARE YOU READY
7 Deadly Sins of Facebook Marketing
ARE YOU READY
4. Creating a Facebook Strategy
ARE YOU READY

4. FACEBOOK FOR BUSINESS
The Australian
Landscape

5. COMMON MISPERCEPTION:
“We are six-months behind the United States in
terms of adoption of social media.”

6. 9.4 million Australians use Facebook each
month
63% Of Australian Online Users Use
Facebook
* SOURCE: Nielsen Australia, October 2010

7. 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

8. 34% Of online Australians have followed or
joined a company, brand or product
63%
Of Australians have watched an online
video about a product or service.
*SOURCE: Nielsen Australia, March 2010

9. #1 Activity
In social media in Australia is Sharing
a Video
1,300% increase over last year
SOURCE: Nielsen Australia, March 2010

10. 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

11. 14% Trust Advertisements
86% Trust the opinions of other Australians
for product/service recommendations

12. The 7 Deadly Sins
of Facebook Marketing

13. #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

14. #2. IRREGULARITY
• Posting infrequently or irregularly,
leaving fans guessing
• Daily posting is a key ingredient to
success

15. #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

16. #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”

17. #5: ANARCHY
• No moderation of the page or rules
by the business/brand
• Spammers, profanity & unrelated
marketers rule the fan page

18. #6: ISOLATION
• Multiple, independent pages
setup for a business
• What happens on a Facebook
tab stays on a Facebook tab!

19. #7. AMBIGUITY
• No clear purpose for the page
• Inconsistent “voice”
• Impossible to measure

20. > 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.

21. FACEBOOK FOR BUSINESS
Building a Facebook
Strategy

22. 4 Elements of a Successful Facebook Strategy
1. SETUP 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE
 Define your  Invite feedback in  Use Facebook  Pre-define KPI’s
business objective your daily updates engagement ads upfront based on
your objectives
 Develop the social  Host contests and  Leverage an event
media voice for special promotions or a great PR idea  Use Facebook
your business Insights to really
 Provide fans with  Cross-promote the
understand your
 Setup the page & exclusive content Facebook page in
fans and what they
register a custom other advertising
 Offer engaging, want.
URL for your (radio, TV,
interactive content
business name. newspapers,
billboards).



23. 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

24. Example Business Objective:
Improve Recruitment & Employee Collaboration

25. The “Green Room”
• Live video blog
• Every Friday streamed via Facebook

26. 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
Brand campaigns, awareness
months, planned launches (new
applications, video series, summer-
long promotion).
Step 2:Weekly Calendar
Everyday Engagement from the
Conversation Manager.

27. Example Promotion:
Ford Falcon Ultimate Experience Contest

28. Facebook Photo Contest
• Ford Falcon Fan Page
• Submit Your Falcon Memory
• 500+ photos submitted
• 7,000+ new fans

29. 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).

30. Example: Launching a Product
Leveraging a Great PR Idea & Facebook Ads

32. 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

33. 4 Elements of a Successful Facebook Strategy
1. SETUP 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE
 Define your  Invite feedback in  Use Facebook  Pre-define KPI’s
business objective your daily updates engagement ads upfront based on
your objectives
 Develop the social  Host contests and  Leverage an event
media voice for special promotions or a great PR idea  Use Facebook
your business Insights to really
 Provide fans with  Cross-promote the
understand your
 Setup the page & exclusive content Facebook page in
fans and what they
register a custom other advertising
 Offer engaging, want.
URL for your (radio, TV,
interactive content
business name. newspapers,
billboards).



34. FACEBOOK FOR BUSINESS
RESOURCES TO
IMPLEMENT YOUR
STRATEGY

35. 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/

36. 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

37. “ One company that goes with this online-
initiated flow is Ogilvy. ” THANK YOU!
Brian Giesen
“
Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter. ” Regional Director
360° Digital Influence
Ogilvy Public Relations
p 02 8281 3853
e brian.giesen@ogilvy.com.au
“
25 China Experts you should follow on
Twitter… Thomas Crampton.
” t @bdgiesen

38. Thank you