1. Module 3:
1

2. 1960s-----------------------------2020s Ubiquity Digital eras
Social
W
Mobile w
w
Personal
Network
Computer 2

3. Facebook stats
• 845 million active users (Dec 2011) ; 50% log in daily,
425m via mobile, 80% of users outside US
• Average user has 130 friends and connected to 80 pages,
groups and events
• More than 2.7 billion posts are liked and commented on per
day
• On average, more than 250 million photos are uploaded per
day. Facebook now hosts more photos than the top 20
photo sites combined
• Facebook bypassed Google as a No 1 most visited site in
US
• 65% of US Facebook users said they are more likely to buy
a product based on a positive Facebook friend referral
Source: http://newsroom.fb.com/ 3

4. Facebook users in Southeast Asia
45,000,000
40,000,000
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
April 1 2011 Sept 30 2011 Dec 31 2011
Indonesia 35,177,260 40,418,840 41,777,240
Philippines 22,376,740 26,721,920 27,033,680
Thailand 8,699,080 12,076,740 13,275,580
Malaysia 10,088,720 11,751,940 12,060,340
Singapore 2,318,060 2,589,600 2,661,120 4
Source: Facebook, GreyReview.com, as of Dec 31, 2011

5. CIMB on Facebook
http://www.facebook.com/CIMBMalaysia
One-to-one customer
complaint resolution
5

6. Recruitment
6

7. CIMB advertises
for social media-
savvy employees
7

8. CIMB ad copy
“CIMB is looking for someone who wants
to spend all day on Facebook and get
paid for it. We want to bring our brand
closer to our customers and stakeholders
and are looking for people to help us do
so. If you believe that social media is the
next step in getting people to connect with
brands and if this is something you are
passionate about, then read on!”
8

9. Job: Asst Mgt/Exec-Social Media Team
• Location: The World Wide Web • Requirements: Bachelors
Responsibilities:
• Create and execute social media Degree in any field, at least 1-3
campaigns across the various years working experience in any
platforms that CIMB has field
established communities in • Facebook & Twitter savvy
(forums, Facebook, Twitter, with an intimate knowledge
YouTube etc) on developments of the media
• Manage, monitor and engage in our landscape
online community as well as
provide quantitative and qualitative • Able to work and engage with
insights based on feedback from people easily and comfortably
this community • Understand and appreciate
• Formulate strategies for programs the difference between LOL
on social media that will and ROFLMAO
complement CIMB's initiatives
• Please ensure that resumes are
• Assist in the development of social
media strategies as well as submitted together with your
community management and Facebook ID and Twitter handle
implementation of social media for our reference.
9
campaigns across the region

10. News updates
10

11. Marketing
11

12. Why Facebook?
1. Built-in audience
Your target audience is already on Facebook. No additional
registration or profile to fill to participate.
2. Rapid rollout
Setting up a Facebook Page is easy - it doesn’t require a
developer or approval from IT.
3. Minimal costs
A Facebook Page is free, versus high costs of developing
a custom social networking site. But note: Experts,
custom apps, games, landing pages cost money. 12

13. 4. Viral Features
If you post something interesting, it will have a life of its
own.
5. Minimal Hassle
Facebook is aggressive in deleting spammers, rogue
accounts and inappropriate content. This minimizes issues
in managing your own community.
6. Multimedia features
Hosting photos/videos is a lot easier and tagging makes
those photos easy for friends to share
13

14. 7. Referral engine
Facebook, LinkedIn, Twitter and other social networks are
great ways to drive traffic to your flagship website, e-
commerce platform or other owned sites.
8. Leads
You can find new customers you would not have discovered
otherwise and review profiles to generate new leads.
9. Engagement
You can engage with existing customers in new ways and
build longterm relationships for customer retention.
14

15. 10. Targetted promos
Friends’ recommendations of your promotions are better
received. Your giveaways, coupons, promos may trigger
call-to-actions and direct sales. It is easier to cross-promote
with partners.
11. Customer support
You can do one-to-one customer support and redirect to
right personnel for resolution.
12. Reputation mgt
Proactive correction of misinformation, errors, inaccuracies,
myths and responding quickly to negative comments may
avert a crisis. 15

16. Cons of Facebook
• Facebook may change: While Facebook is the current
“it” social network, traffic may flatten and its future is not
guaranteed. If users abandon Facebook, they’ll be
abandoning your company/brand page too.
• You’re Limited to Facebook’s Feature Set: If
Facebook decides to drop or add features that aren’t
popular, or imposes restrictions that kill your
community’s growth, you’re out of luck.
• No Data Ownership: You are limited by number of
invites to your page and applications.
• Your Competitors Can Do the Same Thing: There are
no barriers to entry for Facebook pages. They can copy
the popular apps you develop. They can join your group
without your knowledge.
16

17. Facebook Page Basics
How To Start A Page:
https://www.facebook.com/pages/create.php
17

18. What type of Facebook page
is right for me?
Local Business or Place
page is best:
• Merge with Bing Place data
(map & link on info tab)
• Fans can ‘check in’ to your
location
• Fields on info tab are more
detailed
• Categories help potential
clients find your business
18

19. Why a Facebook page
is the best for business:
Page vs Profile vs Group
• Custom URLs • Custom URLs • No custom URLS
• Unlimited • Limited Friends, • No support for
Fans/Likes Manual friending custom apps
• Can add Apps, • Line between • Can restrict who
Custom Tabs, personal and can access: open,
Games business blurred closed, and secret.
• Visitor insights and • No analytics • Can send bulk
analytics • Cannot appoint message into inbox
• Indexed by search admins of up to 5000
engines and can be • Limited custom members
seen by non-fans apps • No analytics
• Messages appear • Better for quick,
as updates active discussions
• Can target by
location, language 19

20. 10 Facebook Tips
• Create a Page to promote events, conferences,
seminars, projects, launches, your blog, your
website.
• Share: Be useful. Answer questions, offer tips,
guides, timely information.
• Do link and promote to stories on your organisation,
but provide some other value-add or insider
insight, this is not just a broadcast medium.
• Be human: Show you care, be witty, disclose some
of your personal interests, it helps to get to know you
better.
• Use apps to automate stuff: blog posts, Twitter
updates ~ but don’t overdo it!
(http://apps.facebook.com/selectivetwitter)
20

21. 10 Facebook Tips
• Tag all photos and videos with “Company ABC”
for events. Divide photos into separate albums.
• Address new fans with personal messages
• Have two or three admins as backups
• For CSR: like-minded groups for related pages: eg
Breast Cancer Awareness, Eradicate Polio.
• Use smart lists to divide group and target
messages once you have mastered various apps
Note: Pages vs Groups: Pages are better for a long-term relationships
with your fans, readers or customers; Groups are better for hosting an
active discussion and attracting quick attention. Community pages are for
generic causes or topics. http://bit.ly/pagesvsgroups
21

22. Steps to creating a new page
1. Go To: http://www.facebook.com/pages/create.php
• Also a link to ‘Create a Page’ on the Home Page
• Links to ‘Create a Page’ In lower left corner of existing pages
2. Select the ‘Local Business or Place’ Page type
• Choose your business type category
• Enter business name & info
• Click ‘Get Started’
3. Log into the personal account you want to admin the page
• You will be prompted to do so if you were not logged in when
you started
4. Fill out your ‘info’ tab with details about your business
• Add links to your website, Twitter, etc.
• Add info about what you specialize in and offer
• Make a good first impression that makes people want to like the
page
5. Follow the steps on the ‘Get Started Tab’
22

23. ‘Get started’ tab makes it easy!
‘Get started’ tab walks you through:
1. Adding images
2. Posting a status update
• Encourage your friends to share your page
• Announce a new website or promo offer
3. Adding a ‘Like’ button to your website
• Takes a little coding knowledge
4. Inviting friends & announcing to fans
• Upload an Excel doc
• Import email contacts
• Suggest to personal Facebook friends
5. Syncing to a mobile device
23

24. Converting a Group to a Page
Facebook DOES NOT allow you to convert a group
to a page
– Groups were part of Facebook BEFORE Pages were
introduced
– When Pages were first introduced Facebook temporarily
allowed converting
– Only way to migrate group members to page fans now is
to ask them to ‘Like’ it
– Post new page URL on group wall and invite member to
‘Like’ the page
– Send a message and/or chat to members ask them to
spread the news & like the page
– Consider incentives to ‘like’ the page & suggest it (eg:% off
a service, coupons, being entered into a drawing for a free
gifts, etc.) 24

25. Converting your Profile to a Page
• Facebook lets you convert a personal Profile
into a Page!
https://www.facebook.com/pages/create.php?migrate
– Cannot be undone – So be sure it’s your best
option.
– Friends will be converted into fans that ‘Like’ the
Page
– Only Photos will be transferred. NOTE: All other
data lost!
– Facebook will provide you with a stripped-down
version of a Personal Profile, called a Business
Account, which will be the admin of the new
Page. It cannot become ‘Friends’ with anyone or
‘Like’ anything, etc. 25

26. Custom landing pages
Custom landing tabs good for branding &
getting people to your website
– Now custom tabs use iFrames (not FBML) & are more
customizable than in the past
– Can have interactive buttons, tabs, and animations
– You require a designer to customize your landing tab
– Some free applications available (not as customizable & usually
include their logo) eg: Pagemodo.com
26

27. Custom tab with game element
27

28. Text on your Page
Posts
Tabs
About
28

29. “Like” related sites, events,
causes
CIMB AirAsia Edelman
29

30. Creative use of Profile pic
540 px
30
180 px

31. Make landing
page work for
you – call to
action
TIP: Use
http://FBCrop.com
to get size right
31

32. Edit Page > Manage Permissions
32

33. Generate leads
• Get fans to sign up
for email updates,
newsletters, free
reports,
whitepapers,
DVDs.
• Have monthly
giveaways
33

34. Cross-promote
Use buttons on Blog, Website, Twitter, print, etc 34

35. Tie-ups: Eg: CIMB and SF Coffee
35

36. Create Facebook-only specials
• Have regular daily or weekly or monthly Facebook
giveaways or discounts. Eg: Release a new QR code each
month along with the special offer - 25% off of a product you
regularly sell or entire purchase if at a store or free samples
or giveaways
36

37. A word of caution…
1. Avoid shameless plugs on 1.Don’t undermine your
how wonderful you or the effectiveness at work.
company are. 2.“Friending” should not be
2. Your personal views are taken literally – but others
your own, don’t post may misconstrue this as
updates in anger or in spite. being partisan or biased.
Nothing is private on 3.Avoid racial, religious slurs
Facebook. and personal attacks.
3. Don’t sign up for every 4.You are still a company rep
game/quiz and annoy others 24/7: Verify facts, identify
with your updates. sources before passing along
4. Do not disclose confidential news. Make it clear if you are
information obtained skeptical of veracity of
through work that may bring information, if you are.
the company into disrepute.
37

38. Must-know Facebook Basics
Info Like Add photo
Update Status Share Create album
Messages Comment Tag photo
Chat @ Mentions Upload video
Friend Request Notes Create A Page
Subscriptions Question Apps
Join Group Privacy Settings Events
Wall Acct Settings Vanity URL
38

39. Searching Facebook in real-time
Other methods:
Bing.com/Social
OneRiot.com (searchword site:facebook.com)
FacePinch.com
Youropenbook.org 39

40. Facebook: New Features
• Subscribe Button
– https://www.facebook.com/about/subscribe
• Smart Lists
– https://blog.facebook.com/blog.php?
post=10150278932602131
• Timeline
– https://www.facebook.com/about/timeline
• Ticker and Privacy settings
• Video chat
40

41. Subscribe and Allow Subscribers
To allow others to Subscribe to your Public posts,
go here:
https://www.facebook.com/about/subscribe
Subscribers can see only the things you share
publicly: https://www.facebook.com/about/sharing
41

42. Smart Lists
Create lists for Close Friends, Acquaintances,
Work Mates or Restricted. Good for targetting
posts to appropriate list of friends.
https://www.facebook.com/ListsTeam 42
https://blog.facebook.com/blog.php?post=10150278932602131

43. Timeline
315px
850px
43
http://www.slideshare.net/supernovastudios/facebooks-new-timelime
https://www.facebook.com/about/timeline

44. Creative uses of new cover pic
44

45. MORE: http://reface.me/profile-pictures/facebook-timeline-
cover-photo-hacks/ 45

46. Facebook: Rules on Cover Pages
According to Facebook, cover images may not
contain:
• Price or purchase information, such as "40% off" or
"Download it at our website".
• Contact information, such as web address, email, mailing
address or other information intended for your Page's
About section.
• References to user interface elements, such as Like or
Share, or any other Facebook site features.
• Calls to action, such as "Get it now" or "Tell your friends".
• Other stipulations: “Covers must not be false, deceptive
or misleading, and must not infringe on third parties'
intellectual property. You may not encourage or
incentivize people to upload your cover image to their
personal timelines.” 46

47. Facebook: No more privacy
• Ticker: broadcasts all your activity, even to
those people who aren’t your friends.
• Go to Home > Privacy Settings > Apps
and Websites > Edit Settings for each
app and remove ‘Add app activity to your
timeline’ for individual apps.
• How to control your privacy on new FB
http://bit.ly/fbprivatelah
47

48. Facebook Video Chat
• Powered by Skype
• https://www.facebook.com/videocalling
48

49. Case study: Intel
• Turning followers into brand ambassadors
49
Source: Ekaterina Walter, Social Media Strategist, Intel

50. Get to know your audience
50

51. Make it fun with quirky questions,
games, polls, surveys
51

52. Avoid automated updates*
• Frequent automated status updates
makes your Page inhuman
• Facebook hides repeated updates in
“Show Similar Posts”
• Space out updates so you don’t clog up
your fans News Feeds – 3 to 5 posts/day
• Find a balance between “official” updates
and being human and spontaneous
* Exceptions: Long weekend or going on leave or reaching customers in different
time zones. Do not post every tweet to FB, instead use Selective Tweets app and
52
#fb to cross-post relevant tweets.

53. Encourage shares, @mentions,
show gratitude for sharing
• Use @<insert name of fan> to encourage
interaction
• Use of photos and videos gets a lot of traffic
53

54. Provide house rules or
moderation guidelines
54

55. Celebrate milestones
55

56. Important considerations
• Promotion Guidelines:
http://www.facebook.com/promotions_guidelines.php
• Analytics: http://www.facebook.com/insights
• Sponsored stories: https://www.facebook.com/
marketing
• Facebook advertising:
https://www.facebook.com/advertising
• Free course on Facebook Pages:
http://www.learnfacebookpages.com/
56

57. Case study: MAS
Engaging bloggers using Facebook
57

58. MAS: Blogger outreach
• As part of MAS' blogger engagement
programme, 15 bloggers won a simple
contest and were invited to participate in an
exclusive cabin crew training programme.
• During the half-day programme, they were
given insights into cabin crew procedures on
grooming, first aid, emergency landing
evacuation, and water/raft drill.
• Location: Malaysia Airlines Academy,
Kelana Jaya
58

59. 1. Photos first posted on MAS Facebook page
2. Re-posted on blogger’s blog with personal account of
experience
3. Article re-posted on “Living Malaysian Hospitality” –
MAS blog
Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711
http://lenaee.blogspot.com/2009/05/7.html
http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew
59

60. Source: Ogilvy, 360 Digital Influence 60