This document discusses social media strategies for Facebook. It provides statistics on Facebook usage and how it influences purchasing decisions. It examines how top performing brands on Facebook engage in listening, create engaging content, and provide timely customer care. Case studies of Appliances Online and Apple Auto Group demonstrate how they exemplify social brand best practices on Facebook through active listening, quality content, and responsive customer service. The key to being a successful social brand on Facebook is to understand your purpose, be authentic, listen to customers, and engage positively with people.

1. Social media strategies: Facebook
Maeve O’Sullivan / Content Director / Headstream
September 12, 2013

2. Source: http://www.flickr.com/photos/jdlasica/
“A revolution
doesn’t happen
when society
adopts new
tools,
...it happens
when society
adopts new
attitudes and
behaviours”
Clay Shirky
Professor NYU

3. The Vatican 2005
Connected People

4. Connected People
The Vatican 2013

5. Connected People
Always
On
75% of female car buyers and
54% of male car buyers use
Facebook
(Digital Air Strike 2013)
Smartphone users visit
Facebook 14 times a day
(IDC 2013)
21% of people use social media on a
mobile device to contact a company
while in store
(NYU 2012)
62% of smartphone users reach
for their devices immediately after
waking up
(IDC 2013)

6. 300m photos are
uploaded to Facebook each day
(Facebook, 2011)
4.75 billion pieces of content
are shared on Facebook
daily
(Facebook, 2013)
Connected People
Content
creators

7. Connected People
Advocates
Source: http://www.flickr.com/photos/pcw_1333/
Buyers who like dealers on Facebook
are more likely to make positive
comments when purchasing and write
recommendations
(Digital Air Strike, 2013)
69% of Facebook users in the
automotive purchase process
indicated that a friend’s
favourable post about a
dealership positively impacts
their opinion of that dealership
(Dealer.com, 2013)

8. Connected People
3/5 people remove a dealer
from consideration due to poor
online response
(Leadsift, 2013)
Consumers
A relevant recommendation from a
trusted friend is up to 50 times more
likely to trigger a purchase
(Branderati, 2013)

9. Social Brands
Create a community of advocates
• Meaningful relationships
• Listening
• Good social behaviour
Social Brand Strategy

10. Social Brands 100
www.socialbrands100.com
Benchmarking performance in partnership with

11. 715
Brands
23
Industries
AUTOMOTIVE • CHARITY • CONSUMER ELECTRONICS • COSMETICS & BEAUTY •
EDUCATION • ENTERTAINMENT • FINANCIAL SERVICES • FMCG • HOSPITALITY •
LEISURE • PROFESSIONAL SERVICES • PROPERTY • BUILDERS • PUBLIC SECTOR
PUBLISHING & MEDIA • RETAIL • SHOPPING CENTRE
SPORTS APPAREL • TECHNOLOGY • TELECOMMUNICATIONS • TRANSPORT AND
LOGISTICS • TRAVEL • UTILITIES
The research in partnership with

12. The findings

13. 25%Retail
15%
Charity
15%
Travel
11%
FMCG
Top industries

14. 8. SEAT Mexico
35. Audi UK
78. Toyota UK
Automotive brands

15. =1. Appliances Online
=1. Guess 2 Give
2. Thomas Cook UK
3. UPS
4. Thomson Holidays
5. Captain Morgan GB
6. SEAT Mexico
7. American Airlines
8. Tesco
9. First Choice Holidays
Facebook brands
No. 1
platform

16. • Listening: Willing to join conversations
• Content: Informing and entertaining
• Customer care: Timely responses
Facebook performance

17. Case Study: Appliances Online

18. Listening

19. Listening
Content

20. Customer care
Listening
Content

21. Customer care
Listening
Content
People

22. Customer care
Listening
Content
People

23. Case Study: Apple Auto Group

24. Listening

25. Content
Listening

26. Listening
Content

27. Listening
Customer care
Content

28. Listening
Customer care
Content

29. Listening
Customer care
Customer care
People
Content

30. • Understand your purpose
• Be authentic
• Listen
• Play nice
Being a social brand

31. Maeve O’Sullivan
maeve.osullivan@headstream.com
@maeve_os
Thank you
www.slideshare.net/Headstream