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Social Media Belts Social Media
Social Media Social Media White Belt Red Belt Black Belt Understand Participate Lead

Facebook for Business A White
Belt Training

Moderator Thomas Crampton Asia-Pacific Director
| 360° Digital Influence Ogilvy Public Relations Worldwide

Question Panel What city are
you joining us from?

Twitter Hashtag
#FB4biz

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

Speaker Brian Giesen Regional Director
| 360° Digital Influence Ogilvy Public Relations Worldwide

Poll question: ? Are you
using Facebook for your business?

The Facebook APAC Landscape

QQ Facebook Friendster Wretch Zing
Orkut hi5 Mixi Cyworld Social networks are diverse, but trending the same way

“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.”

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

US Embassy Jakarta Facebook Fan
Page

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.

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

US Embassy Jakarta Facebook Fan
Page

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.

Building a Strategy for Facebook
A How-To Guide for Business Leaders and Executives © Confidential and Proprietary – Do Not Release

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  

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?

1. Engage Your Community

Engaging Your Community You’ve built
a strategy and set up a Fan Page. Now what?

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.

Engaging Your Community 1. Identify
existing communities…

Engaging Your Community 2. Host
a discussion

Engaging Your Community 3. Provide
Branded Digital Goods

2. Take Action!

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

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

Action! 1. Coupons and special
offers

Action! 2. Applications that enlist
supporters

Action! 3. Host a contest
with an opt-in

3. Add Scale Via Advertising
& Events

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

Adding Scale & Impact 1.
Utilize targeted advertising

Adding Scale & Impact 2.
Add your social Web links to your brand Web site

Adding Scale & Impact 3.
Use offline events to drive awareness

4. Measure Success

“Successful brands establish success metrics
prior to beginning any campaign.” -Kevin Barenblat, Context Optional

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

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

3 Facebook Trends to Watch

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

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.

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.

What NOT to Do

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

How To: Resources to Implement
Your Strategy

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/

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

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

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