In this presentation we cover how businesses are starting to embrace Facebook as a key role in their relationship with their customers. It provides case studies highlighting how business use it for support, sales, marketing, targeting and more...

1. Using Facebook pages
Presented by: Gurmit Singh Shakhon
16.03.12

2. A bit about Facebook
• Facebook has more than 500 million active global users
• People spend over 500 billion minutes per month on Facebook
• There are more than 60 million status updates on Facebook each day
• 30 billion pieces of content (web links, blogs, etc) are shared each month
• Mobile has exploded with 100 million users accessing Facebook via their mobile
• More than 200 mobile operators in 60 countries working to deploy Facebook mobile products
Ref: Facebook pressroom, Econsultancy blog

3. A bit about fan pages
• The average Facebook user is connected to 60 pages, groups, events
• Purpose built Facebook pages have created more than 5.3 billion fans
Ref: Facebook pressroom, Econsultancy blog

4. SETTING GOALS
Everyone’s on Facebook...why are YOU there?
• Build and interact with communities • Learn more about your customer base
• Increase sales • Instant feedback about services or products
• Promote events • Improve engagement
• Boost brand loyalty • Improve customer service
• Increase brand awareness
• Drive traffic
Pick the ones your striving for!

5. SETTING GOALS
Achieve goals through content
Content strategy Content value
• What topics interest your fans? • Is it fun and entertaining?
• What tone of voice to use? • Is it useful?
• The best time of day to comment? • Can you help people save?
• Which messages will fans share? • Does it boost reputation?
• Which messages invoke emotional appeal? • Does it encourage fans to get involved?

6. WHAT’S YOUR
SOCIAL SHAPE
How do you support your social engagement?
Centralised Organic Hub & spoke Dandelion Holistic
28.8% 10.8% 41% 18% 1.4%
One department No one department A cross-functional Similar to hub & Everyone in the
manages all social manages or team sits in a spoke but applicable company uses social
activities coordinates. Efforts centralised position to multi-national media safely and
bubble up from the helps various nodes companies where consistently across all
edges of the such as business companies within organisations
company units companies act nearly
autonomously from
each other under a
common brand

7. BEFORE YOU
GET SOCIAL
It’s important to determine the internal structure of an
organisation to support social media channel(s). The internal
structure of the organisation and its support mechanisms
should determine what your doing on social media!

8. STRUCTURE OF
FACEBOOK
Wall Timeline Social apps Social commerce
2012
2011
2010
2009
2008

9. WALL

10. 2012
TIMELINE 2011

11. 2012
TIMELINE 2011

12. 2012
TIMELINE 2011

13. SOCIAL APPS

14. SOCIAL
COMMERCE

15. SOCIAL
PRODUCTS
The evolution of
fore
be
ard
he
ver
ne
New music consumption
y’ve
the
sic
mu
n to
liste
ers
Stale behaviour and drop off us
of
%
70
Desktop app
Spotify becomes a social product
Users

16. REALITY CHECK!
We cant all be Spotify’s, Porsche and Red Bull’s overnight!

17. MAKING YOU
SOCIAL
Walk Jog Run
Testing the waters of Ongoing relationship Content as a service,
social media with a with audience. awarding your social
few campaigns Engagement through audience through
content and relevancy deeper relationships

18. JOG
Loyalty
Social games
scheme
Expert Exclusive
support content
Regional Regional
campaigns content

19. JOG
Gaming is one of the most engaging Starbucks created a loyalty scheme
Social Loyalty
games
content types available online (even for scheme around their coffee product - can you do
adults). Games usually provide access the same?
to users Facebook walls
ASOS has supported their customers
Expert Exclusive Award fans with content that they cant
openly on Facebook and Twitter. Their
support content find anywhere else!
responses are open for everyone to see.
Regional
Campaigns targeted at specific Target content to the locations of your
Regional
campaigns demographics to invoke behavioural content
audience to build local, deeper
change. relationships

20. RUN
Social search
Events TV
Many social
Social ecosystems
notifications
Behavioural
Location
targeted
based content
content

21. RUN
Moving your core data into a socially Host physical events to boost your local
Social viable product to be used across reputation - be were people need you
Events
search multiple social networks and within the most
many ecosystems
Potential to provide content based on
Video is the most interacted with Location
the users location based upon them
TV content type - could you use video based
content being logged into Facebook from their
content with Timeline to tell stories?
phone or them checking in
Be reactive to your social ecosystems
Social Create messaging systems which Behavioural
and tie your website to the behaviour of
notification support social messaging targeting
your audience e.g. when xx users
retweet this tweet update my website
with a new campaign
Many Can you nurture multiple communities
social
ecosystems
allowing different types of conversations
to happen at the same time?

22. MAKING A
FRIEND
Walking
ncy
eva
Rel
Jogging
n
atio
alis
son
Per
Running
al
Loc

23. USING FACEBOOK
PAGES
Thank you
Presented by: Gurmit Singh Shakhon
Partner at Esporis
Email me: gurmit@esporis.com
Tweet me: @gurmit_shakhon