How can Facebook increase your business success?

1. How can social media increase
your business success?
a
Author: Jean-Francois MESSIER

2. This document is part of the “Social Media and Business” series
by JF MESSIER

3. can you improve your
business with Facebook?
1.Objectives you can achieve
2.Strengths
3.Weaknesses

4. #1
you can achieve with

5. 1. Branding
To promote the new
Toyota Sienna SE, the
company does
something new, fun
and engaging.

6. 1. Branding
182,500
shares

7. 1. Branding
Heineken makes excellent use of social
media by sharing (really
funny) videos and
photos of events,
sponsoring
contests, and
asking questions.

8. 1. Branding
Heineken makes excellent use of social
media.
700,000
fans

9. 2. Customer Retention
Airlines companies use
…and other social media.

10. 2. Customer Retention
Virgin uses
to make it easy to build
relationships, not only with
other customers but with the
airline itself.
Happy customers mean
returning customers, and
Virgin America seems to get
that.

11. 2. Customer Retention
In 2009 , because of
the Iceland volcano,
KLM was the first
airliner to use
&
59,000
followers

12. #2

13. Active worldwide users:
500
X 500 million +
400
300
200
100
0
2004 2005 2006 2007 2008 2009 2010
Source: Facebook.com/press/info.php?statistics – September 2010

14. Share of Online Usage shifted
15
06 09
12 03
06 09
2006 12 03
06 09
2007 12 03 06 09
2008
2009

15. Facebook reached Top Ranking
in the US, overtaking Google
8
7.07%
7
7.03%
6
5
4
3 Weekly Market Share in ‘all categories’
measured by visits, based on US usage
2
Mar
Mar
Jun
Oct
Dec
Jan
Jul
Aug
Sep
May
Feb
Apr
Source: Experian Hitwise US

16. If
were a country, it would be…
1st
4th
2nd
3rd
…the
most populated country in the World,
…ahead of the United States.

17. # Active Facebook Worldwide Users
outside the United States
70 %
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011

18. Active users logging on to
Facebook in any given day
50%
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011

19. Pieces of content shared
each month.
30 Billion
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011

20. Local businesses with
active Facebook pages
1.5 Billion
Source INSIDE FACEBOOK.COM – FEBRUARY 2010

21. Users’ first choice of social media platform
LinkedIn: 1%
Orkut: 2%
Twitter: 5%
Facebook is the
first choice when
it comes to
14% sharing in Social
78% Networking
space.

22. The new Facebook design
released in
2010
Alexandre Oudin has clearly demonstrated that there are
still creative ways to express yourself on Facebook.

23. Facebook is efficient for
B2C activities

24. Facebook is efficient for
B2C activities
More than
50%
of Facebook fans are
more likely to make a
purchase from the
brands they follow

25. Facebook is efficient for
B2C activities
25%
of customers connect
with brands on Facebook
discounts
to receive

26. Facebook is efficient for
B2C activities
This is the reason why
most Facebook success
stories involve B2C

27. #3

28. Facebook involves
more B2C than B2B
This is the reason why
most Facebook success
stories involve B2C

29. General Audience of
All Backgrounds
It has so many people on it - moms,
children, grandparents - that it may
be hard for businesses to find the
right audience.

30. Click-through rate
1 904%
287%
The clicks
aren't there

31. While a business can get noticed on Facebook,
chances are it will have
do so with a broad
campaign connecting
with a larger numbers
of users

32. While a business can get noticed on Facebook,
chances are it will have
do so with a broad
campaign connecting
with a larger numbers
of users
than it takes to get the
same amount of
attention on a more
focused medium such as
Twitter.

33. A study done by Webtrends about ads on
Facebook demonstrates that:
Average CTR
= 0.1%
Source mashable – January 2011

34. 0.070%
CTR (*) $0.50
CPC (*)
0.065% $0.45
0.060% $0.04
0.055% $0.35
0.050% $0.30
0.045% $0.25
0.040% $0.20
2009 2010 2009 2010
(*)Click-through rate (*)Cost per click
Source mashable / Webtrends study – January 2011

35. Facebook is like hibernating.
Users may see you
every day but
don't become
something
akin to
friends
until
weeks
or
months
later.

36. Facebook is a "push"
approach.
People who go there
already know you.

37. Facebook is a "push"
approach.
No-one likes a "push"
approach.

38. Any businessperson on Facebook should know
that it is competing with the same games,
quizzes and attention from loved ones that
brought users there in the first place.

39. Synthesis
Facebook is the biggest social media
platform.
Facebook can be used for branding and
customer retention.
It’s not the easiest social media to
generate leads since it is a “push” tool,
and the click-through rate is much lower
than some others.
Facebook is especially relevant for B2C.

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41. Author: Jean-François MESSIER
Global New Technologies Director at Mercuri International
Mercuri Website : http://www.mercuri.net/
JF MESSIER’s blog: http://newsalespresentation.com/
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