How to use Facebook to market your organisation. How to create a strategic approach to ROI using Facebook.

1. …do you have to Like it?

2. The year that was 2004
• John Howard beats Mark Latham to be re-elected as Prime Minister
• George W Bush wins his second term as President in a landslide victory
• Roger Federer becomes world #1 for the first time
• Athens hosts the Summer Olympic Games
• The Indonesian tsunami kills over 200,000 people across Asia
• Port Adelaide wins its first Premiership
• Boston Red Sox end the Curse of the Bambino and win the World Series
• Facebook is founded at Stanford University

3. 1.3 billion
312 million
1.2 billion
800 million
Source: Facebook

4. 1 in every 9 people in the world
has a Facebook account

5. During this 45 minute presentation …
… on Facebook …
• 2,250,000 links will be shared;
• 3,339,000 events invites will be sent out;
• 3,570,750 wall posts will be made;
• 4,164,750 status updates will be posted;
• 4,437,000 friend invites will be accepted;
• 6,111,000 photos will be uploaded; and
• 22,968,000 comments will be posted.

6. Australia on Facebook
• 10,659,580 Australian’s with Facebook accounts
• 50.13% of the total population
• 62.58% of regular Australian internet users
• Only 0.15% lower penetration than the US
Source: Socialbakers.com

7. Australian Facebook users by age demographic
25% 26%
20%
17%
12%
Source: Socialbakers.com

8. Australian Facebook users by Generation
51%
20%
17%
12%
Source: Socialbakers.com

9. Largest branded Facebook Pages
Brand Page Likes
1 Coca Cola 35,826,412
2 Disney 29,392,206
3 Starbucks 26,033,449
4 Oreo 23,396,552
5 Red Bull 23,108,755
6 Converse All Star 20,952,462
7 Converse 20,589,820
8 Skittles 19,536,438
9 PlayStation 17,922,601
10 iTunes 17,532,955
Source: Socialbakers.com

10. Average
Facebook CTR 0.04%
Facebook CPC $0.63
Click to connection rate 24.7%

11. Facebook Pages

12. Facebook Apps

13. Facebook Groups

14. Facebook Places
Facebook - Do I really need to like it?

15. Facebook Deals
Facebook - Do I really need to like it?

16. Facebook Events

17. Brands Aussies are passionate about
Total Australian brands on Facebook. Number of Facebook Likes on Page
1 1,277,675
2 1,137,485
3 907,723
4 634,223
5 594,802
Source: Socialbakers.com

26. Salesforce on Facebook

27. Salesforce on Facebook

28. Organisational Value Chain
27

29. Hot Spots in Social Recruiting
•Facebook; Twitter; LinkedIn
•Mobile Recruiting; mobile optimised websites
•Blogging; candidate relationship development
•Talent Pool Development

30. Latest Stats.....
91% of employers use social media to screen candidates

31. Latest Stats.....
40% of workers looking for a new job will research on Facebook first

32. Case Study: IT Sector
• Reactive recruitment not working, too
expensive: job boards, recruiters
• Requirement: a significant no. of new hires
• Technical; phone based, call centre
• Single source solution: Facebook Page

34. Case Study: IT Sector – Campaign Outcome
• 4 week initial campaign, which was completed in 2 weeks
• Significant volume of applications and a high %age of new hires
• Feedback from existing staff: positive impact on culture
• New pool of prospective talent willing to engage
• Reduced cost-per-hire

35. Internet browsing via mobile booms
52%
2010
29%
2009 34
Source Nielsen Australia Online
www.twosocial.com

36. 19% of online Australian households
predicted to own an Apple iPad by
December 2012
Source Nielsen Australia Online
www.twosocial.com

37. Business use of Facebook
Use Social Media to listen
Use Social Media to ask questions
Use Social Media to extend your contacts
Use Social Media to drive your existing contacts
Use Social Media to sell your IP
Use Social Media to sell your services

38. Approach Facebook strategically
Do nothing is a perfectly
valid strategic option
Just be sure it is strategic not lazy!