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Ice Cream & Facebook

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A proposal to use fan page as a means to market ice-cream

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Ice Cream & Facebook

  1. 1. Ben & Jerry’s Facebook Proposal May 2009
  2. 3. Deciding on what works <ul><li>Needs your input </li></ul><ul><ul><li>What you want to achieve out of Facebook </li></ul></ul><ul><li>Needs our input </li></ul><ul><ul><li>A plan on helping you achieve this </li></ul></ul><ul><ul><li>Today’s session is to </li></ul></ul><ul><ul><li>Provide some insights on Facebook terminology and specifications </li></ul></ul><ul><ul><li>Show some hard facts on what is working out there on Facebook </li></ul></ul><ul><ul><li>Gather your thoughts on a strategy </li></ul></ul><ul><ul><li>Decide on a next steps and a full proposal to action on. </li></ul></ul>
  3. 4. FACEBOOK GROUPS AND FAN PAGES <ul><li>The Difference Between </li></ul>
  4. 5. <ul><li>Groupies </li></ul><ul><li>Groups are closed and associated with a “purpose” or “motivation” </li></ul><ul><li>It encompasses frequent information updates and value added content not available publically </li></ul><ul><li>Needs authorization and heavy on viral efforts to promote the group </li></ul>
  5. 6. <ul><li>Fans </li></ul><ul><li>Anybody can be a fan </li></ul><ul><li>People showing appreciation and devotion to a product or cause </li></ul><ul><li>Easy tracking and modular in a sense that its perfect for future expansion of ideas </li></ul>
  6. 7. <ul><li>Groups are less of spam tools </li></ul><ul><li>Inclusive and serious discussions for current topics </li></ul><ul><li>Similar to that of an exclusive alumni or membership </li></ul><ul><li>Short Term </li></ul><ul><li>Fan pages are more expressive and public </li></ul><ul><li>Less participation and more of a “badge” to identify with </li></ul><ul><li>Less loyalty and easily for people to drop out off </li></ul><ul><li>Long Term </li></ul>
  7. 8. The Difference – Technical Speak Key Feature Facebook Page Facebook Group “ Ugly” URLs No Yes Hosting a discussion Yes Yes Discussion wall, and discussion forum Yes Yes Extra applications added Yes No Messaging to all members Yes Yes Visitor statistics Yes (”Page insights”) No Video and photo public exchange Yes Yes “ Related” event creation and invitation Yes No Promotion with social ads Yes No
  8. 9. Did you know? Singapore & HK rates amongst the top 10 Facebook penetration rate Rank Country Latest Population figure No. of Facebook Users % Facebook penetration 1 Iceland 320,500 150,280 46.89% 2 Norway 4,813,000 1,937,320 40.25% 3 Denmark 5,511,451 2,109,900 38.28% 4 Canada 33,618,000 11,556,180 34.37% 5 UK 61,612,300 17,540,660 28.47% 6 Chile 16,895,000 4,480,480 26.52% 7 Hong Kong 7,008,900 1,755,580 25.05% 8 Australia 21,730,255 5,409,900 24.9% 9 Sweden 9,264,000 2,139,720 23.1% 10 Singapore 4,839,400 1,096,680 22.66%
  9. 10. Did you know? <ul><li>What’s Funny…is that </li></ul><ul><li>When I look at this, I see inward thinking.  It all seems selfish </li></ul><ul><li>Where are the groups that strive to end poverty, hunger, or provide education or clean water? </li></ul><ul><li>Reduce the Drinking Age to 18! – 82,009 </li></ul><ul><li>Legalize Same-Sex Marriage – 81,516 </li></ul><ul><li>Americans for Alternative Energy – 72,333 </li></ul><ul><li>Support a Woman’s Right to Choose – 69,911 </li></ul><ul><li>Support Stem Cell Research – 58,305 </li></ul><ul><li>Abolish Abstinence Only Sex Education – 52,847 </li></ul><ul><li>Government + Religion = Disaster – 49,102 </li></ul><ul><li>AIDS / HIV research – 26,819 </li></ul><ul><li>Equal Rights for Gays – 24,912 </li></ul><ul><li>Pro-Life – 22,699 </li></ul>The Top Facebook Groups
  10. 11. Did you know? <ul><li>147,721 Facebook fans </li></ul><ul><li>I doubt that anyone would guess that Nutella have the highest ranking product specific Facebook Fan Page. Various photos, YouTube links, fan debates and nuggets of product information </li></ul>Highest Rated Product on A Fan Page as off 2008
  11. 12. Sites That Get It Right – H&M <ul><li>H&M have a good looking Facebook Fan page </li></ul><ul><li>96,335 Facebook fans </li></ul><ul><li>The H&M Facebook Fan Page is updated regularly with new looks, links to a variety of things (such as the H&M virtual dressing room) </li></ul><ul><li>It’s a hub for a lot of H&M digital initiatives. </li></ul><ul><li>Great benchmark for us to learn from </li></ul>
  12. 13. Sites That Get It Right – Victoria Secret <ul><li>Aimed at college girls, so Facebook is a natural fit </li></ul><ul><li>1,244,252 Facebook fans </li></ul><ul><li>This Page makes good use of HTML and FBML apps and provides lots of contests and exclusive stuff for Facebook fans </li></ul>
  13. 14. Sites That Get It Right – Target <ul><li>Managed to break free of the Wal-Mart stigma and position itself as a hip and budget conscious alternative to mall stores </li></ul><ul><li>303,896 Facebook fans </li></ul><ul><li>They’ve chose to direct visitors to their “Vote” tab, where not only is Target donating to a good cause , it’s encouraging fans to participate and spread the word to their friends with interactive voting. </li></ul>
  14. 15. ARE WE DOING IT RIGHT? <ul><li>The Basic Principles </li></ul>
  15. 16. <ul><li>The Right Configuration </li></ul><ul><li>Leveraging Existing Facebook Friends </li></ul><ul><li>Use Your E-mail Contacts </li></ul><ul><li>Press Releases & Blog Posts </li></ul><ul><li>Keep The Content Fresh </li></ul><ul><li>Create Relationships with new members </li></ul>How to Grow A Successful Facebook Group?
  16. 17. Let’s Look at the issues faced currently <ul><li>How do we stand out from the rest of the Ben & Jerry’s pages – 500 link backs to the word Ben & Jerry or Ben & Jerry’s </li></ul><ul><li>There aren’t any discussions going on now…why? </li></ul><ul><li>How do we interact the right way with consumers and fans? </li></ul><ul><li>How do we revive the FB Group we have right now </li></ul>
  17. 18. Standing Out <ul><li>The vibrancy of a Facebook community is connected greatly to the size of the group and to the amount of activity within it </li></ul><ul><li>Maintaining one single group/fan page over several country-based groups will reduce conversation and population fragmentation. </li></ul><ul><li>If we are building advocacy and a long term relationship, consumers don’t really care which country or continent we’re in </li></ul><ul><ul><li>Instead its more about the quality, message and brand attributes </li></ul></ul><ul><li>I know you might be thinking…”what about?” </li></ul><ul><ul><li>The differences in products from region to region require separate pages </li></ul></ul><ul><ul><li>Promotions and contests are targeted regionally </li></ul></ul>
  18. 19. Basic Points To Consider <ul><li>Successful communities on Facebook offer an attitude of openness, transparency and enthusiasm - not a technology platform for advertising </li></ul><ul><ul><li>Facebook isn’t the place to sell your product it is the place to celebrate it. </li></ul></ul><ul><li>The average Facebook user does not want content shoved down their throats </li></ul><ul><ul><li>particularly contests or other promotional programs that don’t speak to their overall enthusiasm for a brand </li></ul></ul><ul><li>Unless you are rewarding them… </li></ul><ul><ul><li>do not push a “conquest” contest or promo </li></ul></ul><ul><ul><li>This is a recipe for disaster in online communities. These people are not your target audience for a conquest program. They are already your enthusiast </li></ul></ul><ul><li>Don’t build a page that pushes the product to a group that is already buying! </li></ul>
  19. 20. BREAKING IT DOWN <ul><li>The Strategy </li></ul>
  20. 21. THESE THREE USER TYPES MAKES UP THE VIBRANCY AND POPULATION OF FACEBOOK FORMULATING A STRATEGY TO ATTRACT AND RETAIN EACH TYPE WILL SET THE FOUNDATION OF A STABLE COMMUNITY 1% 5%-10% 85%-90% Breakdown of Facebook Population INFLUENCERS ADVOCATES ENTHUSIASTS FACEBOOK COMMUNITY PARTICIPATION FACEBOOK COMMUNITY POPULATION
  21. 22. THE ENTHUSIASTS <ul><li>Makes up 85%-90% </li></ul><ul><li>Simply a person who wants the Facebook equivalent of a “bumper sticker” on their profile </li></ul><ul><li>They are enthusiasts of a brand and they want the world to know it.   </li></ul><ul><li>A bulky enthusiast population promotes community vitality. </li></ul>
  22. 23. THE ADVOCATES <ul><li>Makes up 5%-10% </li></ul><ul><li>Represents the people who will continually update content on the page by simple “acknowledgements” </li></ul><ul><li>They consume the content and post messages on the wall, provide feedback on message boards and comment on content </li></ul>
  23. 24. THE INFLUENCERS <ul><li>Makes up 1% </li></ul><ul><li>This active community member provides all the advocacy and enthusiasm of the other group members, but is also active in original content creation. </li></ul><ul><li>These “uploaders” are very important in the long-term health of the community. </li></ul><ul><li>Caution! </li></ul><ul><li>Many companies make the mistake of assuming the primary role of the Influencer in their community over the long term. It’s important to assume this role to establish momentum, but over time, if no brand influencers self-identify and no user-generated content is contributed, there will be consequences. </li></ul>
  24. 25. Enthusiasts : Build Numbers & Stimulate Action <ul><li>Open Forum </li></ul><ul><ul><li>Propose to move the group to a fan page instead </li></ul></ul><ul><ul><ul><li>Better expansion opportunities and longevity of initiatives </li></ul></ul></ul><ul><ul><ul><li>Easier to remember URL </li></ul></ul></ul><ul><ul><ul><li>There is tracking </li></ul></ul></ul><ul><li>A Playground </li></ul><ul><ul><li>Setup applications for members to…. </li></ul></ul><ul><ul><ul><li>Identify with </li></ul></ul></ul><ul><ul><ul><li>Share with others (viral) </li></ul></ul></ul><ul><ul><ul><li>Provide Opinion or Express themselves </li></ul></ul></ul><ul><li>Setup causes and movements which tie back to Ben & Jerry’s social responsibilities. </li></ul><ul><li>Expand the potential 1% pool by a cross region fan page, allowing for more content creators or advocates </li></ul>
  25. 26. Advocates : Reward & Ego Boost <ul><li>Identify and reward pre-existing fan pages – Coke did it? Why can’t we? </li></ul><ul><ul><li>The fan page was created by two users who liked Coke. What started as a fan page for fun, turned out to be the largest product fan page on Facebook. </li></ul></ul><ul><ul><li>Instead of taking over the page and making it their own, Coke rewarded the fans by bringing them to Atlanta and giving them a tour of the Coke facility. The fan page remains theirs, but now they have the blessing and help of Coca Cola. </li></ul></ul><ul><ul><li>By empowering the fans to keep their fan page, Coke ensures a passionate page owner </li></ul></ul><ul><li>Identify with the demographic </li></ul><ul><ul><li>Interactions and activities rely heavily on who the majority of your facebook users are </li></ul></ul><ul><ul><li>Some brands cannot expect huge followings on Facebook. Brands or product lines targeting the demographic most prominent on Facebook tend to see the quickest growth </li></ul></ul>
  26. 27. Advocates : Reward & Ego Boost <ul><li>Creating content that include participation </li></ul><ul><ul><li>This is especially good, when our brand is not content or resource intensive </li></ul></ul><ul><ul><ul><li>Dell – uses facebook as a resource page for home business customers </li></ul></ul></ul><ul><ul><ul><li>Target – uses the page for promotions and what's going on in store </li></ul></ul></ul><ul><ul><li>Offering something to consumers to join can help build a large community. Some examples of things to offer: Coupons, free scoops, weekly deals. </li></ul></ul><ul><ul><li>Other contest ideas could relate back to the Facebook Application itself – Burger King Sacrifice a Friend </li></ul></ul>
  27. 28. Influencers : Identify & Empower <ul><li>Ben & Jerry’s To Lead the Discussion </li></ul><ul><ul><li>Create a resource for advocates and enthusiasts to gain information from </li></ul></ul><ul><ul><li>Provide touch points for experiences with Ben & Jerry’s </li></ul></ul><ul><ul><li>NOT control topics of discussion but to moderate </li></ul></ul><ul><li>Identify with, from participation </li></ul><ul><ul><li>To select a handful of fans to lead topics of discussions within the page, and give them props for administrator rights. </li></ul></ul><ul><li>Empower the influencers with resources to build on the Fan Page </li></ul><ul><ul><li>Contest frameworks </li></ul></ul><ul><ul><li>Poll discussions </li></ul></ul><ul><ul><li>Event Sharing and Personal Experiences </li></ul></ul>

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