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Ogilvy On: Facebook for Business

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First in a series of free online Webinars on Social Media presented in partnership by The Wall Street Journal Asia, GoToWebinar and Ogilvy Public Relations Worldwide. Video version here: http://www.vimeo.com/6959190
Join our next event! Next session announced on our blog: www.asiadigitalmap.com or email thomas.crampton@ogilvy.com

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Ogilvy On: Facebook for Business

  1. Audio Options: Listen to the presentation using your computer speakers or dial in on the phone using the numbers provided in the confirmation e-mail.
  2. Social Media Belts Social Media Social Media Social Media White Belt Red Belt Black Belt Understand Participate Lead
  3. Facebook for Business A White Belt Training
  4. Moderator Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Public Relations Worldwide
  5. Question Panel What city are you joining us from?
  6. Twitter Hashtag #FB4biz
  7. Agenda 01 Facebook Landscape in APAC 02 Building Your Strategy 03 Engaging Your Community 04 Action! 05 Adding Scale & Impact 06 Measuring Success 07 3 Facebook Trends to Watch 08 What NOT to Do 09 How-to Resources
  8. Speaker Brian Giesen Regional Director | 360° Digital Influence Ogilvy Public Relations Worldwide
  9. Poll question: ? Are you using Facebook for your business?
  10. The Facebook APAC Landscape
  11. QQ Facebook Friendster Wretch Zing Orkut hi5 Mixi Cyworld Social networks are diverse, but trending the same way
  12. “Facebook is a social network that helps people communicate more efficiently with their friends, family and co-workers. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.”
  13. How are People Using Facebook? •  200 million active users worldwide •  30% of users are from the US •  2nd most visited web site in the world •  850 million photos, 7 million videos, and 28 million pieces of content are uploaded each month •  More than 95% of Facebook members have used at least one application built on Facebook Platform •  More than 4 million users become fans of Pages each day
  14. US Embassy Jakarta Facebook Fan Page
  15. US Embassy Jakarta Facebook Fan Page Background Information The US Embassy Jakarta Facebook Fan Page was launched mid-January 2009. Run locally at the Embassy in Jakarta. Today, the Embassy’s two consulates Medan and Surabaya have their own Facebook Pages.
  16. US Embassy Jakarta Facebook Fan Page Although Indonesia only has 10% internet penetration, it is one of the top Facebook-using countries in the world! Source: www.checkfacebook.com
  17. US Embassy Jakarta Facebook Fan Page
  18. Facebook Tool Box Facebook offers an ever-expanding array of tools for brands to connect with fans • Brand Fan Pages A Facebook Page is a public profile that enables you to share your business and products with Facebook users. Pages are similar to personal profiles and brands accumulate fans instead of friends. Within pages you have the option of posting and collecting content, importing Twitter and blog feeds, collecting user reviews, and hosting discussions. • Applications An application is a platform for developers which provides a framework to build tools which Facebook users can add to their profile. Applications range from chat to games to mobile. • Connect/Share Facebook Connect and Facebook Share are additions to your brand’s existing web site or blog which allow you to integrate their Facebook presence with other online media. Facebook Connect is an open identifier which allows users to take their Facebook profile with them when they shop, comment, or browse on other web sites. • Advertising Facebook offers banner advertising which can target age, gender, location, relationship status and interest, or music and lifestyle interests.
  19. Building a Strategy for Facebook A How-To Guide for Business Leaders and Executives © Confidential and Proprietary – Do Not Release
  20. 4 Elements of a Successful Facebook Strategy 1. ENGAGE 2. DRIVE ACTION 3. ADD SCALE 4. MEASURE •  Find and engage •  Provide •  Leverage offline •  Reach existing fans applications that events - Fans •  Host discussions enlist ambassadors •  Advertise through - Mentions and provide useful •  Provide coupons to existing media resources track purchases •  Engagement •  Add your social •  Invite fans to •  Hosts contests Web links to your - Discussions, upload content with opt-ins for brand Web site content, reviews, further contact and posts •  Provide branded digital goods •  Action - Contest entries - Coupons redeemed - Purchases driven - Web traffic driven -Application users    
  21. Your Facebook Strategy Checklist Complete this checklist of questions to build a successful Facebook strategy for your brand before you jump in.   What is the engagement value: what can you offer people that they will find valuable?   Are you ready to respond to your customers and encourage them to talk about your brand?   Are you ready to make a commitment beyond a campaign?   How will your other marcom strategies integrate with Facebook?   What assets - tools and content – can you leverage?   Do you have your company behind you and resources available?   How will you measure success?
  22. 1. Engage Your Community
  23. Engaging Your Community You’ve built a strategy and set up a Fan Page. Now what?
  24. Engaging Your Community 3 ways to engage your Facebook community: 1.  Reach out to current brand fans. 2.  Host discussions around your customers’ interests. 3.  Provide fans with branded digital goods.
  25. Engaging Your Community 1. Identify existing communities…
  26. Engaging Your Community 2. Host a discussion
  27. Engaging Your Community 3. Provide Branded Digital Goods
  28. 2. Take Action!
  29. Action! “There must be a call to action or reason for Facebook users to engage with the brand – there must be something remarkable.” -Kristin Foster, Ogilvy Digital Strategist
  30. Action! 3 ways to activate your Facebook community: 1.  Provide coupons and exclusive offers for fans 2.  Offer applications that provide value or support a cause 3.  Host contests and promotions that drive users to a landing page
  31. Action! 1. Coupons and special offers
  32. Action! 2. Applications that enlist supporters
  33. Action! 3. Host a contest with an opt-in
  34. 3. Add Scale Via Advertising & Events
  35. Adding Scale & Impact 3 ways to increase the scale and impact of your program: 1.  Utilize social ads & targeted advertising within Facebook to reach users in specific locations, interest groups, or age ranges. 2.  Leverage your existing media presence to drive traffic to your Facebook page 3.  Highlight your Facebook presence at offline events
  36. Adding Scale & Impact 1. Utilize targeted advertising
  37. Adding Scale & Impact 2. Add your social Web links to your brand Web site
  38. Adding Scale & Impact 3. Use offline events to drive awareness
  39. 4. Measure Success
  40. “Successful brands establish success metrics prior to beginning any campaign.” -Kevin Barenblat, Context Optional
  41. Measuring Success • Number of fans for brandpages • Number of brand mentions on walls • Number of news updates x fans • Ad impressions Reach • Number of discussion topics • Number of wall posts on brandpage • Number of wallposts (measured by Lexicon) • Number and tone of reviews posted Engagement • Amount of content or offers shared • Video views • Click through rates for advertisements • Number of contest entries • Number of applications downloaded • Offline actions driven by coupons or special offers Action • Web traffic generated
  42. Measuring Success KFC Australia fan page live Sunday 14 June supported by Facebook engagement ads Cayan Grill coupon linked to fan page Tuesday 16 June KFC fans multiply by 1000s: Event image Monday 7,000 Tuesday 15,000 Wednesday 19,000 Thursday 24,500 10.4 million Friday 29,900+ impressions Monday 50,000+ 18-29 YO’s Sydney, Cayan landing page 6 July 83,700+ Melbourne, Brisbane
  43. 3 Facebook Trends to Watch
  44. 3 Trends to Watch: Facebook Connect •  Platforms: –  Your website –  Your blog –  Your iPhone application •  Uses: –  Seamlessly "connect" their Facebook account and information with your site –  Connect and find their friends who also use your site –  Share information and actions on your site with their friends on Facebook
  45. 3 Trends to Watch: Mobile Social Networking •  Facebook had 20 million unique viewers per month accessing Facebook mobile platforms. •  By 2010 mobile social network users worldwide are expected to reach 369 million. •  As of March 2009, users can instantly sign up to become brand fans through SMS.
  46. 3 Trends to Watch: Gift Monetization •  November 2008 Facebook switches the cash value of gift for credits. $1.00= 100 credits. •  April 2009: Facebook begins testing an option to give friends credits as social capital. •  Currently, brands can sell virtual gifts for 100-200 credits. •  In the future, people may be able to exchange credits for an expanding array of Facebook items.
  47. What NOT to Do
  48. Facebook Don’ts •  DON’T filter your fans reviews or content simply to protect your messaging. •  DON’T spam fans with messages or invitations to their inboxes. •  DON’T violate Facebook’s Terms of Service. •  DON’T ignore unofficial fan pages or groups. •  DON’T alienate unofficial fan pages or groups. •  DON’T abandon your fans. •  DON’T let your PR agency run your page. Authenticity counts. •  DON’T be afraid of negative comments. •  DON’T leave negative or inflamatory comments unresponded to. •  DON’T engage in practices you would never consider outside of Facebook. •  DON’T forget about existing content you can repurpose
  49. How To: Resources to Implement Your Strategy
  50. 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/
  51. 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
  52. CONTACT One company that goes with this online-initiated flow is Ogilvy Public Relations. Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong p +852 6397 1662 e thomas.crampton@ogilvy.com t @thomascrampton 25 China Experts you should follow on Twitter… Thomas Crampton Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney p +61 2 8281 3853 e brian.giesen@ogilvy.com.au Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. t @bdgiesen asiadigitalmap.com For case studies... www.asiadigitalmap.com
  53. Any Questions? ?