09 Fsd007218 Facebook For Business Seminar May 2009
1. p 801 295 9820
f 801 951 5815
www.fluid-studio.net
1065 South 500 West
Bountiful, Utah 84010
2. Contact me:
Text “dyejo” to 50500
John Dye
cell: 801.631.4736
email: johnd@fluid-studio.net
web: www.fluid-studio.net
Twitter: @dyejo
Free service provided by
http://contxts.com
3. Before we begin . . .
I am a firm believer in principles—out of the chute,
you should know there is no “silver bullet”
5. We all have
a circle of
influence. Circle of Concern What you
care about.
People are
influenced
by those they
trust What you can
do something
about.
Circle of Influence
9. Although social
media is “one-to-
many” broadcast
marketing, at
the end of the
day real results
will occur when
“one-to-one”
relationships are
formed
10. The 4 P’s of
marketing
(product, price,
place, promotion)
still exist, but the 3
R’s (relevant, real,
responsive) are
rising quickly in a
web 2.0 world, and
will result in a 4th
R—relationship
16. Demographics The number of Americans over
of Facebook ages 35, 45, and 55 on Facebook is
users growing fast.
In the last 90 days alone, the
number of people over 35 has
nearly doubled.
There are more Facebook users
ages 26-44 than 18-25 today.
20. 11 Business Benefits of Using Facebook Applications
Compliments to marketing-jive.com
21. 11 Business 1. Branding
Benefits of
Using Facebook Facebook can be a great resource
Applications for generating brand awareness. It
can help build relationships with
your prospects and clients.
22. 11 Business 2. Customer Engagement
Benefits of
Using Facebook Using Facebook applications can
Applications be a great way for communicating
promotions, contests, and events.
23. 11 Business 3. Drive Web Traffic
Benefits of
Using Facebook Facebook can act as a portal point
Applications for driving traffic to your site and
other online properties.
25. 11 Business 4. Reputation Management
Benefits of
Using Facebook Facebook can be a useful tool for
Applications listening and responding to what
users are saying about you and
your brand.
26. 11 Business 5. New Customer Acquisition
Benefits of
Using Facebook Facebook provides an opportunity
Applications to find consumers you may have
not otherwise discovered (based
solely on their interests and affinity
alignments).
27. 11 Business 6. Advertising
Benefits of
Using Facebook You can drill down and advertise
Applications just to the target audience that
has the demographic footprint you
desire.
28. 11 Business 7. Client Retention
Benefits of
Using Facebook Facebook provides another
Applications communication point to build
a strong relationship with your
consumer.
29. 11 Business 8. Access to the social world and
Benefits of its inherent value (the "in" factor)
Using Facebook
Consider the following scenario: a potential
Applications
prospect could be doing research on your
brand or organization and may use Facebook
to see if you have a presence there. Then
they see that you have a Facebook profile
and see a number of positive posts about
your brand. This in turn can shape their
opinion and could end up being one of many
deciding factors as to why the prospect
selects you over a competitor. The perception
that Facebook is "in" and the fact that you
are using Facebook could help influence the
perception of your brand.
30. 11 Business 9. The Viral Effect
Benefits of
Using Facebook Nothing attracts a crowd like a crowd.
Applications
And Facebook is attracting quite the
crowd . . .
31. 11 Business 10. Feedback Mechanism
Benefits of
Using Facebook Using Facebook and the various
Applications applications available can help you
understand consumer behavior based on
the sharing of content and commentary
on the social networking site.
32. 11 Business 11. Build Business Use Cases
Benefits of
Using Facebook Facebook can provide you with
Applications an opportunity to build successful
business cases as you target specific
vertical markets with specific
business objectives.
33. According to a “Social media sites continue to be
study released an important source of community
in January 2009 connection, and savvy retailers
by Rosetta, an are reaping the benefits of
interactive Facebook’s rapid extension into new
marketing agency, demographics, such as Gen X and
59 of the 100 seniors,” said Adam Cohen, partner
top retailers with Rosetta’s consumer goods and
have a Facebook retail practice.
presence.
34. Mr. Cohen said “It’s important that retailers don’t
that retailers just slap up a page because everyone
should guard is talking about Facebook. An
against casual effective presence requires that
attitudes toward you carefully consider what your
their Facebook customers are looking for, what you
presences. would like to communicate, and what
role a fan page should play in your
overall online strategy.”
35. General Tips The most effective Facebook fan
pages are updated on a regular basis
with new content.
36. General Tips If there's actually evidence that
the page administrator is visiting
regularly and interacting with the
community, the more engaged fans
will be (check out the wall on Dell's
page).
37. General Tips Facebook pages work best when their
less about "me, me, me" and more about
"you, you, you" (customer-centric).
38. General Tips Be a good member of the community:
promote others even more than
you promote yourself. Linking and
promoting others is a nice way to show
you care about others and can set you
apart as an “expert” in the field.
39. General Tips The creative material of your message
should be something that people want
to share virally with others. Make
it newsworthy, controversial, timely,
immediately useful, or even humorous.
40. General Tips Don't spam—wrap your self-promotion
in something of value to others.
41. Tostitos on 0 to 17,000+ fans in one month
Facebook:
Case Study
42. Tostitos on The concept was simple. Get the
Facebook: most rabid, dyed-in-the-wool fans to
Case Study compete against each other for the
chance to win a $100,000 scholarship
for their school.
43. Tostitos on Tactic:
Facebook: Create a Facebook application that
Case Study collected fans’ info., a short paragraph
about why they should be selected, and
a photo showing their school spirit.
44. Tostitos on Two teams were selected a few weeks
Facebook: later, and they began a cross-country
Case Study challenge that started in NYC and
ended at the Tostito’s Fiesta Bowl on
game day. Throughout the challenge,
they were filmed and wrote updates
about their experience on the Facebook
fan page.
45. Tostitos on Results:
Facebook:
Case Study • 17,779 people became fans of the
Facebook page
• 56,531 page views
• 39,477 unique visitors
• 597 wall posts
• 1098 entries with photos for the contest
• 1925 entries to the contest were shared
with a friends
46. Tostitos on Success Tip #1
Facebook:
Case Study Give users value
Aside from the $100k scholarship (which
is admittedly a clear value), Tostitos had
high entertainment value. People flocked
to the site.
47. Tostitos on Success Tip #2
Facebook:
Case Study Invite (and unite) a community
Facebook was a natural fit for this
promotion. The first big spike on the fans
chart above happened after the schools
were announced. When the page first
launched, Tostitos had to cast a somewhat
wide net with their ad placement. After it
was announced on December 7 that Ohio
State and University of Texas were the
two competing schools, Tostitos refined
their ad target down to just current and
alums of those schools.
48. Tostitos on Success Tip #3
Facebook:
Case Study (New) content is king!
The next big spike in traffic can be
brought attributed to status updates. Once
the race began, the page lit up with new
content on a very frequent basis. This
created news feed items and gave fans a
reason to come back to the page. Graphics
and content were updated often.
Engagement. Engagement. Engagement.
There is no substitute.
49. Adobe describes its results:
“About 10% of our page visitors played
the game and, of those who played, 6%
Adobe’s “Real or clicked the “Share” button at the end of
Fake” campaign the game, and 6% clicked “Buy Now” at
the end of the game. Due to this game
included a game
and media placement, our page received
on the company’s over 6,000 new fans too.”
page, where
users guessed
whether an
image was real or
manipulated in
Photoshop.
52. Bullseye Gives The retail chain Target already
gives 5 percent of its income to
charity. During the "Bullseye
Gives" campaign, they are
allocating those funds—which
come out to $3 million every
week—to charities selected by
Facebook users.
From a Salvation Army press release:
The company [Target] has launched the
“Bullseye Gives” campaign on Facebook, which
is essentially a voting application connected to
the brand’s existing Facebook page. On it, users
select one of ten charities they would like to see
funds allocated to. Money will then be given out
based on percentages (so if 10% of users vote
for The Salvation Army, that organization will
receive 10% of the total donations).
53. Facebook How to raise money through
Causes Facebook Causes
http://apps.facebook.com/causes/
56. Widgets Widgets are like portable websites
that operate with the same
functionality as the host site but can
be embedded into a blog, webpage,
or other internet property.
This is an optimal tool for lead
generation that can attract clients
from diverse demographics.
57. What does a Big Brothers Big Sisters of Utah
widget look like
and how does it
function?
58. What does a United Way
widget look like
and how does it
function?
59. What does a National Multiple Sclerosis Society
widget look like
and how does it
function?
60. What does a Rhodes Rolls
widget look like
and how does it
function?
61. What does a Widgets are viral!
widget look like
and how does it
function?
62. p 801 295 9820
f 801 951 5815
www.fluid-studio.net
1065 South 500 West
Bountiful, Utah 84010
