3. Learning Outcomes
To understand why Facebook could be valuable
for business and organisations.
To illustrate some case studies of organisations
having used Facebook successfully.
To clarify the important steps for creating a
Facebook Fan Page, and to understand how
this Fan Page should be managed successfully.
17. HubSpot, 2012
of online consumers have made a
purchase based on recommendations
from friends on Facebook
33%
18. Why do consumers connect?
ExactTarget, 2010
To receive discounts and promotions
To show my support for the company to others
To get a “freebie” (e.g. free samples, coupon)
To stay informed about the activities of the company
To get updates on future products
To get updates on upcoming sales
For fun or entertainment
To get access to exclusive content
Someone recommended it to me
To learn more about the company
For education about company topics
To interact (share ideas, provide feedback)
0% 10% 20% 30% 40%
13%
13%
21%
22%
25%
29%
30%
33%
34%
36%
39%
40%
21. 1. For what purpose did Bud Light create a
hotel for that event?
2. Can you explain the advantages for the
brand to implement those Facebook photo
kiosk at the event?
3. What are the advantages for a brand to have
fans to ‘Like’ their Page?
4. What do you understand by the ‘multiplying
factor’?
22.
23. Facebook’s Complexity
Personal Profiles, Timeline
Fan Pages, Community Pages,
Places Pages, Group Pages,
Groups, Events,
News Feed, Wall, Stream,
Tags, Comment, Like,
Friends, Members, Fans/”Likers”,
Apps, Social Plugins, API,
Analytics/Insights,
Facebook Questions,
Facebook Places,
Facebook Advertising.
(Smith, 2010)
26. Key Questions b4 creating a Page
1. Who will take care of
this, current or new staff?
2. Why are we doing this?
3. Who is our audience?
4. What do we want to tell
them?
5. What do we want them
to do?
6. How will we measure
success?
27. What is your Objective?
Create Awareness,
Bring them to your website,
Increase Sales,
Market Research,
Customer Service,
Drive traffic to your blog,
Get media attention, ...
28. A Customer-Centric Fan Page
Timeline shows posts by
page and fans,
Timeline post turned on to
allow fans and visitors to
posts what they like (posts,
photos, videos, links),
Prompt commenting,
Personalised,
Relevant and varied content.
29. Encourage Sharing
Aim first for social success and
not marketing success!
Aim to build a vibrant
community.
Cultivate sharing, feedback
and interaction.
Create ways to interact with
fans.
31. Cover Photo
Visual space to
communicate the
values of your brand
Profile Image
The perfect place
for your logo
Brief stats
N° of fans and n°
of ‘people talking
about this’
About
Presentation of
your Page
Direct Messages
Customers and fans
can now directly
communicate with
the Page admins
Facepile
List of all your fans
with their picture.
Your personal friends
will show first
Timeline of posts
Able to navigate
through the history of
the brand
Custom Apps
List of all the Apps
used by the Page
36. Step 1 - Get Started
Create your page
-Choose Category,
-And Page name.
Choose very
carefully!
37. Step 1 - Company Details
Company details,
About us, Page mission,
What’s in it for the fans,
How will it be moderated,
Not too many links to
external sites.
42. Conclusion
Understand why you need to
be present on Facebook.
Know your audience and what
you want tell them.
Your FB Fan Page should
enhance user experience,
Facebook is all about FUN!
Organisations should keep
that in mind when building
their Page.
43. List of References
Bratton, S., Evans, D. (2008) Social Media Marketing: An Hour a
Day. USA, Wiley & Sons.
Dunay, P., Krueger, R. (2009) Facebook Marketing for Dummies.
USA, Wiley & Sons.
Traedaway, C., Smith, M. (2010) Facebook Marketing: An Hour a
Day. USA, Wiley & Sons.
Smith, M. (n.d.) Facebook Marketing Expert. Blog [Online].
Available at: <http://www.marismith.com/>.
Social Media Examiner (n.d.) The Social Media Examiner, your
guide to the Social Media Jungle. Blog [Online]. Available at:
<http://www.socialmediaexaminer.com/>
Zarrella, D. (2009) The Social Media Marketing Book. USA, Riley.