Facebook Marketing: Best Practices

Facebook
Marketing:
Best Practices
How some of the world’s biggest brands
leverage the world’s largest online
network of consumers.
© InSites Consulting

Polle de Maagt for InSites Consulting (and all others that are interested)

Conversation readiness 1

Facebook Marketing: Best Practices

You might have seen this movie. Or heard about it.


Or you might be one of the 600 million brands or

people on it. By chance.


It might be a bit difficult and overwhelming. But Facebook
isn’t difficult. It starts from some pretty simple basics.
So, here’s our quick guide.



This is a Facebook profile page.
A Facebook profile page is an overview of all content and all connections of a specific
user. Photos, videos, notes, thoughts, links and an overview of friends and family. But
there’s even more: game scores, Slideshare powerpoints, YouTube videos or other rich
content.
But this is not about personal profile pages. This is about branded Facebook
pages.



This is a Facebook branded page.
A Facebook branded page has similar functions. You can add photos, videos or wall
posts (a bit like blog posts).
But there is so much more you can do.



Smart use of images.
Adidas and other companies use large profile
images to give extra personalization and
conversion to their pages.



Or just great copywriting.
Skittles uses hilarious status updates to keep the
community engaged.



Highlight your fans.
Coca Cola not only highlights the original founders of the
Facebook fan page, but also highlights fan content. A great
way to show appreciation and to give back.



Talk to your fans (when you’re ready).
When you gather fans, people will actually talk back. Start a conversation with them.
Help them, activate them and facilitate them.
Are you ready? See how conversation-ready you are with our conversation scan.

By the way: helping people helps. When you solve a customer problem well, 81% will
stay a customer and a whopping 63% will recommend you.

* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010



A custom tab.
When you are the owner (administrator) of a Facebook brand page, you can even add
custom tabs. The easiest way to do this is to search for “FBML” in the search window
and add an FBML tab to your page.



A custom tab: off the shelve solutions.
If you think this is too difficult, there is a wide range of companies offering ready made
custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even
more advances feaures. It is even possible to have extremely advanced applications
running within Facebook (some examples later ).



Service your customers.
KLM is one of THE examples on how to reach out to your customers. They turned
their Facebook page into a service desk.



Use events.
Facebook really isn’t
about online, it is
about exchanging
content and bringing
people together.
Online AND Offline
that is. That makes
Facebook a great
place to highlight
upcoming events, like
Starbucks does.



Random acts
of kindness.
KLM goes further than
mere service by
randomly surprising
their customers. Great
talkable content is the
result.
See more at
klmsurprise.com



Use location.
If you think this is too difficult, there is
a wide range of companies offering
ready made custom tabs. Like
Involver. They offer tabs for video,
twitter, sweepstakes and even more
advances feaures. It is even possible
to have extremely advanced
applications running within Facebook
(some examples later ).



Managing a
global brand:
Starbucks.
Starbucks services global
customers via their global
fanpage, but also helps local
customers to find their
localized Starbucks pages.



Integrating existing efforts: Starbucks.
Starbucks integrates popular elements of their existing starbucks.com into their
Facebook presence: you can manage your Starbucks card from within Facebook.



Creative with default options.
VJ Sam de Bruyn’s Facebook profile shows an actual message: I love Justin Bieber.



Taking it even further.
Some brands and companies even take it further and
integrate Facebook functionality in the core elements
of their products.



Deep Facebook
integration: Nike.
Whenever you start a run within the
Nike+ Running application, you can
ask your Facebook friends to cheer for
you. How? Nike sends a wall post to
Facebook where other users can
comment and like. Every comment
and like turns into a cheer in the
runner’s headphone.



Print your Facebook status updates in a book.
Book of Fame is an initiative of Leuven-based (Belgium) Boondoggle Life Labs.



Offline to online.
Likify lets users become instant fans
online. Whenever they scan a Qrcode with
their cellphone, they become afan on
Facebook.


Help us make this even better!
Send us your recommendations, comments and questions.


Hello. I am Polle de Maagt.
I create impact through
conversations at a pretty cool
company called InSites Consulting.
We work mostly because we’re
committed to take research
forward, but brands like
Ben&Jerry’s, Telenet, Danone and
Philips agreed to pay us for it.

Send me an email at
polle@insites.eu or find me at
http://www.polledemaagt.com


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