This document discusses social media strategies for Facebook. It provides statistics on Facebook usage and how it influences purchasing decisions. It examines how top performing brands on Facebook engage in listening, create engaging content, and provide timely customer care. Case studies of Appliances Online and Apple Auto Group demonstrate how they exemplify social brand best practices on Facebook through active listening, quality content, and responsive customer service. The key to being a successful social brand on Facebook is to understand your purpose, be authentic, listen to customers, and engage positively with people.
5. Connected People
Always
On
75% of female car buyers and
54% of male car buyers use
Facebook
(Digital Air Strike 2013)
Smartphone users visit
Facebook 14 times a day
(IDC 2013)
21% of people use social media on a
mobile device to contact a company
while in store
(NYU 2012)
62% of smartphone users reach
for their devices immediately after
waking up
(IDC 2013)
6. 300m photos are
uploaded to Facebook each day
(Facebook, 2011)
4.75 billion pieces of content
are shared on Facebook
daily
(Facebook, 2013)
Connected People
Content
creators
7. Connected People
Advocates
Source: http://www.flickr.com/photos/pcw_1333/
Buyers who like dealers on Facebook
are more likely to make positive
comments when purchasing and write
recommendations
(Digital Air Strike, 2013)
69% of Facebook users in the
automotive purchase process
indicated that a friend’s
favourable post about a
dealership positively impacts
their opinion of that dealership
(Dealer.com, 2013)
8. Connected People
3/5 people remove a dealer
from consideration due to poor
online response
(Leadsift, 2013)
Consumers
A relevant recommendation from a
trusted friend is up to 50 times more
likely to trigger a purchase
(Branderati, 2013)
9. Social Brands
Create a community of advocates
• Meaningful relationships
• Listening
• Good social behaviour
Social Brand Strategy
It was very positive. Scores were generally good – with only 20 points separating the number 1 from the number 100. After three years of research, it felt like these brands are generally a lot more mature about their approach to social media.
Diverse range of industries Indicates that more brands are a) focusing on FB and b) understanding how to best use it for their community.