Developing Your Facebook Channel

Version 1.0

Topics

•  What is Facebook? •  Starting with an Example •  Special Offers and Exclusive Deals •  Group Pages •  Social Plugins •  Mobile •  Location Based Services •  Summary •  Fast Facts- Digital Jungle

Defining Facebook

“Facebook is a social networking website — a gathering spot, to connect with your friends and with your friends friends. Facebook allows you to make new connections who share a common interest, expanding your personal network.” www.hallman.nccommunities.org/glossary

How are People Using Facebook

•  •  500 million active users worldwide •  •  Average user has 130 friends

•  •  2nd most visited web site in the world

•  •  850 million photos, 7 million videos, and 28 million pieces of

content are uploaded each month

•  •  More than 95% of Facebook members have used at least one

application built on Facebook Platform

•  •  More than 4 million users become fans of Pages each day

RIM Example

Facebook Marketing Strategy

1. ENGAGE •  Find and engage

existing fans

•  Host discussions and provide useful resources

•  Invite fans to upload content

•  Provide branded digital goods

3. ADD SCALE •  Leverage offline

events

•  Advertise through existing media

•  Add your social Web links to your brand Web site

4. MEASURE •  Reach

- Fans

- Mentions

•  Engagement

- Discussions, content, reviews, and posts

•  Action

2. DRIVE ACTION •  Provide applications

that enlist ambassadors

•  Provide coupons to

track purchases

•  Hosts contests with

opt-ins for further

contact

- Contest entries - Coupons redeemed

- Purchases driven

- Web traffic driven

-Application users  

Before you Start, The Check List

Complete this checklist of questions to build a successful Facebook strategy for your brand before you jump in.

What is the engagement value: what can you offer people that they will find valuable?

Are you ready to respond to your customers and encourage them to talk about your brand?

Are you ready to make a commitment beyond a campaign? How will your other marcom strategies integrate with Facebook? What assets - tools and content – can you leverage?

Do you have your company behind you and resources available? How will you measure success?

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Understanding

Facebook Features

Rewards & Discounts

Offering social followers special rewards (exclusive/early access)

Special Offers & Vouchers

Facebook Commerce

Page Management

Global Facebook Page Management

Group Pages

Social Plugins

Social plugins let you see what your friends have liked, commented on or shared on sites across the web

Social Plugins

Social plugins let you see what your friends have liked, commented on or shared on sites across the web

External Logins

Facebook login allows for a deeper fan engagement experience for external websites

Making the Physical, virtual

Social Commerce App

Social Gaming

Location Based Services

The race to leverage location based services

Mobile Social Networking

Making mobile more social

Mobile

Making mobile more social

Mobile

Making mobile more social

Location Based Services

Location Based Services

Location Based Services

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Closing the

Facebook

Always Measure

Facebook can be a very effective platform to develop engaging and innovative campaigns. However, it is always critical you measure your campaigns. • Number of fans for your brand pages

• Number of brand mentions on walls • Number of news updates x fans  Ad impressions • Number of discussion topics • Number of wall posts on brandpage • Number of wallposts (measured by Lexicon) • Number and tone of reviews posted • Amount of content or offers shared • Video views • Click through rates for advertisements • Number of contest entries • Number of applications downloaded • Offline actions driven by coupons or special offers • Web traffic generated

Putting it Together

Marketing in a Social World is about People. Look for ways to connect and engage

Final Thought

Every industry and vertical is going to be re-though in a social way. The real disruption is about people redesigning these social spaces. Social spaces will become the containers for business, home and play

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About

Digital Jungle

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Digital Jungle Fast Facts

•  Socially Led, digital marketing specialists

•  Global reach

•  Offices in Beijing, Shanghai, Hong Kong, Sydney

•  Spun out of SinoTech Group in 2011

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•  Delivering digital strategy and execution services: –  Customer and competitor insight –  Digital strategy –  Social Media Marketing –  Search Engine Marketing –  Affiliate Marketing –  Media Buying

•  We work for global and domestic organisations, across

various market sectors, helping our clients: –  Engage with their key audiences –  Transform their business –  Maximise growthMarketing

World Class Digital Marketing Experience

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Our Commitment

The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: • Driving incremental direct revenue • Generating ROI unrivaled by traditional media • Protecting your online reputation • Increasing your market share over your competitors • Building your brand awareness

We look forward to working with you.

Dr Matt McDougall, CEO, Digital Jungle

Thank You! Dr Mathew McDougall| matt@digitaljungle.com.cn

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