What do you need for Facebook success? Peer-to-peer engagement, influencer tracking and deep analytics.

1. 3 Must Haves for
Facebook Success
Aug 2011

2. Social Success
Social success is driving real business outcomes
through social engagement.
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3. The Allure of Facebook
Everything about Facebook is so
enticing, yet just beyond our grasp. It’s
free. It’s huge. We find many
thousands of our customers there.
They ―like‖ us. They tell us what they
want, need and wish for on our
Facebook page walls. It seems the
perfect social media engagement
platform.
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4. The Truth About Facebook
Yet with each status update, each
positive comment, every customer
inquiry and all the ingenious product
ideas we see disappearing from the
Facebook wall every hour, we find
ourselves wondering what we’re doing
there at all.
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5. The Good News About Facebook
What good is Facebook as a platform for social customer engagement unless
we can engage our social customers in ways that make real sense for our
customers and drives real business outcomes for the brand?
The good news is you can turn Facebook into a vibrant social customer online
community with the addition of just a few key must-haves.
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6. 3 Must Haves for
Facebook
Success
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7. 1. Peer-to-peer Engagement
Harnessing the crowd’s energy and fulfilling customer need is what social customer marketing
is all about. Harnessing the crowd’s energy to fulfill customer need is what peer-to-peer
engagement is all about.
Peer-to-peer engagement—enabling your Facebook fans to help each other—with question
and answer applications, community moderation, and rank and reputation features makes
immediate sense. It gives customers value when they get there—they can search for and find
useful information. And it drives real business value for the brand—less support calls means
less support costs.
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8. 2. Influencer Tracking
Not only must your Facebook fans engage with each other, they must recognize and trust
each other in order for customer community dynamics to spark. The 90-9-1 Principle holds
that content creators are just 1% of your audience, so it’s important for the rest to know who
they are and what they bring to the table.
Finding these key influencers, motivating them, helping them along is critical to Facebook
success. Rewarding your fans publicly for their contributions—elevating their status, featuring
their content, giving them additional privileges—is a sure fire way to discover who among your
fans are your key influencers—your brand superfans.
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9. 3. Deep Analytics
Just counting likes and fans not only fails to measure the true business value of the
channel, but measures it incorrectly, and gets in the way of achieving our objectives.
What should you know about your Facebook fans? Everything. Not only how many fans
you have, but how many actually return, what percentage are active, how deep are their
conversation threads, how many unique fans engage in each conversation, how quickly
they respond to your messages and each other’s, how many actually return and the to the
same conversation threads.
Only when you have deep insight into how engaged your Facebook fans are will you have
the ability to assign quantitative value to your social success on Facebook.
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10. Facebook Success
A sound social strategy for your Facebook pages means moving beyond
counting fans and likes. It means leveling up, outfitting your Facebook presence
with a more oomph, and showing up on Facebook like you mean it.
Enabling peer-to-peer engagement will bring immediate value to your
Facebook fans by letting them interact with and help each other. Right away,
they’ll discover a new and vibrant community feel to your Facebook pages.
Finding and cultivating your influencers will get you more power out of the
channel by amplifying the most credible social voices you can harness. Lastly,
instituting a system of quantitative measurement with deep analytics will give
you a true measurement of the business value of the Facebook channel so you
can make informed decisions about what really works.
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11. About Lithium
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12. About Lithium
Find us on the Social Web
We help great companies build brand nations for their
most engaged customers. Follow us on Twitter
Find us on Facebook
With Lithium, clients such as Best Buy, AT&T, Research Follow Us on LinkedIn
in Motion Limited (RIM), Univision, and PayPal to turn
their customers' passion into marketing, product Join the Lithosphere
development, sales, and customer service assets.
For more information, visit lithium.com, or connect with Additional Resources
us on Twitter, Facebook and our own nation – the Subscribe to SocialMatters
Lithosphere. Lithium is privately held with headquarters
Lithium Resources
in Emeryville, California.
Lithium News & Events
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13. why Lithium?
Deep Social Social
Engagement Science Success
Great experiences for your most Rich data for analysis, Driving real business outcomes.
passionate contributors—your benchmarking, and optimizing
superfans. your social investments.
www.lithium.com. 13

14. recognized leadership
Lithium is Number 1 in:
▪ Current offering
▪ Features
▪ Strategy
▪ Clients
November 2010 “The Forrester Wave™: Community Platforms, Q4 2010”
www.lithium.com. 14

15. Lithium Resources
▪ Social Support with Online Communities Whitepaper
▪ Gartner Magic Quadrant for Social CRM Q3 2011
▪ Forrester Wave for Community Platforms Q4 2010
▪ The Lithium Social Customer Suite
• Lithium Community Platforms
• Lithium Social Media Monitoring
• Lithium Customer Intelligence Center
• LevelUp for Facebook
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