Developing Your Facebook

Channel

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

―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.‖

Defining Facebook

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

2. DRIVE

ACTION

• Provide

applications

that enlist

ambassado

rs

• Provide

coupons to

track

purchases

• Hosts

contests

with opt-ins

for further

contact

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

- 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 marketing communication 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?

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 PluginsSocial 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

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 TogetherMarketing in a Social World is about People. Look

for ways to connect and engage

Final Thoughts

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

Thank you

Desmond Omoviedesmond.omovie@capitalmediang.com