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Hatch! open #8: Facebook for FUN and PROFIT

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Anh Ngoc Vu
Anh Ngoc Vu

[HATCH! OPEN] Last year Facebook’s user base in Vietnam more than tripled from 2.6 million to 8.5 million. It is now the social network of choice for Vietnam’s young, urban internet users. Yet relatively few Vietnamese brands are using Facebook effectively to market themselves. In this coffee talk #8, Mr. Jason, our special guest from ClickSpace come and together share with us an interesting topic: Facebook for FUN and PROFIT. To update with our event, please come and visit us at: http://www.hatch.vn/events.html

NegóciosTecnologia
1 de 34
FACEBOOK For Fun & Profit start
2 ClickSpace.vn Jason.Lusk@ClickSpace.vn
3 ABOUT ME Jason Lusk Key Projects American communications consultant. • Built Cramer-Krasselt Advertising’s social Expertise in public relations, digital media department marketing, social media and corporate • Led social media strategy for Bombardier reputation management. Living in Hanoi. brands including Ski-Doo, Sea-Doo, Can- Am, Spyder and Evinrude Education Age: 36yrs • Provided integrated communications counsel • 1994-1998 : Georgetown University to Johnson Controls, a Fortune 100 Experience: 15yrs Key Experience company From: Chicago • 2006-2012: Vice President of PR • Crisis and reputation counselor to Cramer-Krasselt • Pyrex MeiGuoMan.com • 2004-2006: Founder & Director • Emerson Electric Groundswell Strategy • Briggs & Stratton • Case International Harvester ClickSpace.vn Jason.Lusk@ClickSpace.vn
4 ABOUT CLICKSPACE Convenience | Culture | Connections … Click Doing business in Hanoi can be hard. ClickSpace makes it easy. In addition to a beautiful workspace, your ClickSpace membership comes with a generous package of services. Each membership includes:  Bilingual reception  Mail service  High-speed Internet  Printing and copying  24-hour security  8 hours per month of administrative support and concierge service  Access to discounted accounting, payroll, consulting, etc. ClickSpace Westlake ClickSpace.vn Jason.Lusk@ClickSpace.vn
5 Facebook for Marketing Why do it? ClickSpace.vn Jason.Lusk@ClickSpace.vn
6 YOUR CUSTOMERS ARE THERE 9 8 7 6 5 4 3 2 1 0 2011 2012 Millions of Facebook Users in Vietnam ClickSpace.vn Jason.Lusk@ClickSpace.vn
7 AIDS ALL PHASES OF THE SALES FUNNEL Awareness Consideration Advertising Shareable Content Purchase Product Information Games and Contests Tools Loyalty and Repurchase Coupons Sales and Events Online Store Customer Service Pride of Ownership ClickSpace.vn Jason.Lusk@ClickSpace.vn
8 Facebook for Marketing Why not to do it ClickSpace.vn Jason.Lusk@ClickSpace.vn
9 BECAUSE YOU THINK IT’S FREE  Designing a pro presence  Building a fan base  Promoting messages  Building apps … all cost money ClickSpace.vn Jason.Lusk@ClickSpace.vn
10 How to Get Started ClickSpace.vn Jason.Lusk@ClickSpace.vn
11 THE STEPS ACCORDING TO FACEBOOK Build Connect Engage Influence ClickSpace.vn Jason.Lusk@ClickSpace.vn
12 THE STEPS ACCORDING TO CLICK Think Build Connect Engage Influence Measure ClickSpace.vn Jason.Lusk@ClickSpace.vn
13 THINK • What is your brand? • What message(s) will inspire the most engagement? • How will Facebook compliment your other marketing channels? • What are the rules? ClickSpace.vn Jason.Lusk@ClickSpace.vn
14 THE RULES You cannot:  Use your cover photo as an ad  Use your cover photo to ask someone to take an action on Facebook  Use Facebook functionality as part of a contest or promotion www.facebook.com/page_guidelines.php ClickSpace.vn Jason.Lusk@ClickSpace.vn
15 ClickSpace.vn Jason.Lusk@ClickSpace.vn
16 DISNEY A corporate page, plus:  Movie pages  Character pages  Theme park pages ClickSpace.vn Jason.Lusk@ClickSpace.vn
17 AMERICAN EXPRESS • Created a cause- based page during the recession • Provided tours for business owners • Attractive offer: $25 credit for spending $25 at a specific store on a Saturday ClickSpace.vn Jason.Lusk@ClickSpace.vn
18 BUILD • Message • Appearance • Apps and Integrations • Content ClickSpace.vn Jason.Lusk@ClickSpace.vn
19 COCA-COLA • Beautiful branding • A ‘collection of stories’ • Featuring ‘people from around the world’ ClickSpace.vn Jason.Lusk@ClickSpace.vn
20 THREADLESS • E-commerce Store • Location awareness ClickSpace.vn Jason.Lusk@ClickSpace.vn
21 CONNECT • Advertise • Build a community ClickSpace.vn Jason.Lusk@ClickSpace.vn
22 CLICKSPACE ClickSpace.vn Jason.Lusk@ClickSpace.vn
23 ENGAGE • Conversations • Customer Service • Gated Content • Gamification ClickSpace.vn Jason.Lusk@ClickSpace.vn
24 USING BRAND AMBASSADORS ClickSpace.vn Jason.Lusk@ClickSpace.vn
25 THE SPYDER FIVE ClickSpace.vn Jason.Lusk@ClickSpace.vn
26 OLD SPICE GUY • Classic social media case study • Great example of a viral campaign • Made engagement entertaining ClickSpace.vn Jason.Lusk@ClickSpace.vn
27 HUGGIES HONG KONG • Successful Facebook launch of 100,000+ fans • Based on a great consumer insight • Great integration between offline and online engagement ClickSpace.vn Jason.Lusk@ClickSpace.vn
28 INFLUENCE • Events • Coupons • Promotions ClickSpace.vn Jason.Lusk@ClickSpace.vn
29 CAN-AM 4X4X4X4 SWEEPSTAKES ClickSpace.vn Jason.Lusk@ClickSpace.vn
30 LIKE GATING Capture new fans. Highly effective for:  Contests  Games  Coupons  White papers ClickSpace.vn Jason.Lusk@ClickSpace.vn
31 TELL-A- FRIEND Magnify the campaign’s reach by asking friends to  Invite friends  Post on their walls ClickSpace.vn Jason.Lusk@ClickSpace.vn
32 MONETIZATION Get fans to:  Visit a store  Take action offline ClickSpace.vn Jason.Lusk@ClickSpace.vn
33 MEASURE • Community Size • Engagement – Internal to page • Engagement – External to page • SALES ClickSpace.vn Jason.Lusk@ClickSpace.vn
34 QUESTIONS AND ANSWERS ClickSpace.vn Jason.Lusk@ClickSpace.vn

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Hatch! open #8: Facebook for FUN and PROFIT

  • 1. FACEBOOK For Fun & Profit start
  • 2. 2 ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 3. 3 ABOUT ME Jason Lusk Key Projects American communications consultant. • Built Cramer-Krasselt Advertising’s social Expertise in public relations, digital media department marketing, social media and corporate • Led social media strategy for Bombardier reputation management. Living in Hanoi. brands including Ski-Doo, Sea-Doo, Can- Am, Spyder and Evinrude Education Age: 36yrs • Provided integrated communications counsel • 1994-1998 : Georgetown University to Johnson Controls, a Fortune 100 Experience: 15yrs Key Experience company From: Chicago • 2006-2012: Vice President of PR • Crisis and reputation counselor to Cramer-Krasselt • Pyrex MeiGuoMan.com • 2004-2006: Founder & Director • Emerson Electric Groundswell Strategy • Briggs & Stratton • Case International Harvester ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 4. 4 ABOUT CLICKSPACE Convenience | Culture | Connections … Click Doing business in Hanoi can be hard. ClickSpace makes it easy. In addition to a beautiful workspace, your ClickSpace membership comes with a generous package of services. Each membership includes:  Bilingual reception  Mail service  High-speed Internet  Printing and copying  24-hour security  8 hours per month of administrative support and concierge service  Access to discounted accounting, payroll, consulting, etc. ClickSpace Westlake ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 5. 5 Facebook for Marketing Why do it? ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 6. 6 YOUR CUSTOMERS ARE THERE 9 8 7 6 5 4 3 2 1 0 2011 2012 Millions of Facebook Users in Vietnam ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 7. 7 AIDS ALL PHASES OF THE SALES FUNNEL Awareness Consideration Advertising Shareable Content Purchase Product Information Games and Contests Tools Loyalty and Repurchase Coupons Sales and Events Online Store Customer Service Pride of Ownership ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 8. 8 Facebook for Marketing Why not to do it ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 9. 9 BECAUSE YOU THINK IT’S FREE  Designing a pro presence  Building a fan base  Promoting messages  Building apps … all cost money ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 10. 10 How to Get Started ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 11. 11 THE STEPS ACCORDING TO FACEBOOK Build Connect Engage Influence ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 12. 12 THE STEPS ACCORDING TO CLICK Think Build Connect Engage Influence Measure ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 13. 13 THINK • What is your brand? • What message(s) will inspire the most engagement? • How will Facebook compliment your other marketing channels? • What are the rules? ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 14. 14 THE RULES You cannot:  Use your cover photo as an ad  Use your cover photo to ask someone to take an action on Facebook  Use Facebook functionality as part of a contest or promotion www.facebook.com/page_guidelines.php ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 15. 15 ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 16. 16 DISNEY A corporate page, plus:  Movie pages  Character pages  Theme park pages ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 17. 17 AMERICAN EXPRESS • Created a cause- based page during the recession • Provided tours for business owners • Attractive offer: $25 credit for spending $25 at a specific store on a Saturday ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 18. 18 BUILD • Message • Appearance • Apps and Integrations • Content ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 19. 19 COCA-COLA • Beautiful branding • A ‘collection of stories’ • Featuring ‘people from around the world’ ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 20. 20 THREADLESS • E-commerce Store • Location awareness ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 21. 21 CONNECT • Advertise • Build a community ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 22. 22 CLICKSPACE ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 23. 23 ENGAGE • Conversations • Customer Service • Gated Content • Gamification ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 24. 24 USING BRAND AMBASSADORS ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 25. 25 THE SPYDER FIVE ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 26. 26 OLD SPICE GUY • Classic social media case study • Great example of a viral campaign • Made engagement entertaining ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 27. 27 HUGGIES HONG KONG • Successful Facebook launch of 100,000+ fans • Based on a great consumer insight • Great integration between offline and online engagement ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 28. 28 INFLUENCE • Events • Coupons • Promotions ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 29. 29 CAN-AM 4X4X4X4 SWEEPSTAKES ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 30. 30 LIKE GATING Capture new fans. Highly effective for:  Contests  Games  Coupons  White papers ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 31. 31 TELL-A- FRIEND Magnify the campaign’s reach by asking friends to  Invite friends  Post on their walls ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 32. 32 MONETIZATION Get fans to:  Visit a store  Take action offline ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 33. 33 MEASURE • Community Size • Engagement – Internal to page • Engagement – External to page • SALES ClickSpace.vn Jason.Lusk@ClickSpace.vn
  • 34. 34 QUESTIONS AND ANSWERS ClickSpace.vn Jason.Lusk@ClickSpace.vn