What business should really do with Facebook

1. 1
What business should really
do with Facebook
May 19, 2010
Janice Diner
Mesh Conference 2010

2. 2
Janice has a proven track record connecting
brands to consumers in the social media space

3. 3
• Facebook Intro
• Facebook Wall Posts
• Facebook Customized TABS & Apps
• Facebook Open Graph

4. 4
Canadians and Facebook
400+ million users worldwide
53% Female 47% Male
11%
33%
4+ Million 28%
14.5 million 429 minutes
28%
Average minutes per
Canadian Users user (monthly) 13-17 18-24
25-34 35+
Source: comScore December 2009 & Facebook December 2009

5. 5
Engage with consumers where they are
already spending time, on Facebook.
• The average user spends 6 hours a month on Facebook
• 50% of the active user base log on to Facebook in any given day
• The average users has 130 friends
• 3 billion photos uploaded each month
• The average users is connected to 60 pages, groups and events
• Pages have created more than 5.3 billion fans/likes
• 100+ million users engage with Facebook on external websites every
month.
* Facebook Stats http://www.facebook.com/press/info.php?statistics

6. 6
Create experiences inside Facebook that
integrate your brand with your consumers
• Strategy Social media plan: Audience, Objectives, Strategy, Tactics, Tools/Technology & Metrics.
• Integrate With your overall marketing plans and integrate with consumer Facebook behavior
• Engage Listen, participate and enable experiences to go viral
• Be transparent with your intentions & your identity with the audiences you’re connecting with.
• Metrics Set objectives that are be relevant to the channel and your business objectives
• Monitor Make sure you have a daily monitor plan and a crisis plan in place
• Resources Forecast labor hours, who, what, when, how and where to succeed
• Activate/launch Support your Facebook page with a media plan, promotions, events, etc
• Be Relevant Community is 24/7 plan for ongoing community engagement, the community does
not go to sleep just because your promotion or campaign is over

7. 7
Facebook Page TAB Structure
Brand information Multi-media content
Real-time conversations Customized TAB
Applications
And more...

8. 8
Guiding principles for brands
1. Make it social.
2. Keep it simple.
3. Optimize for speed.
4. Integrate.

9. 9
Page owners can track and
measure growth, sharing,
and engagement of their
Pages on Facebook.
Facebook Insights measure actions and
behavior relating to your Facebook page

10. 10
Facebook Wall Posts

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• Facebook Wall Post are a
key opportunity for brand
to fan and fan to fan
engagement.
• Users respond to brand
Wall Posts with comments
and likes and with posts of
their own which are shared
in the fans News Feed
with their friends. an example Facebook Wall Post Example
000,000
Impressions (Earned Media)
Raw number of times this wall post
story has been seen on the Facebook
Page wall and in the News Feed of your
Fans
Feedback
Number of comments and likes per
impression
Wall Posts - Real-Time Conversations

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TSN integrates TV properties into their
Facebook Wall Posts
TSN asks Fans to participate
in current and relevant
sports news
Hodgemail links David
Hodge’s live broadcast with
Facebook Fans
INTEGRATE

13. 13
More users engaged inside Facebook with Molson
Canadian, then with official Olympic broadcasters pages
Molson Canadian Facebook Fan Voice
Molson presented a Rally Book of
Facebook Fan Wall Post. “Cheers”
from fans for the Canada Russia
hockey game. A record number of
Fans engaged
ENGAGE

14. 14
AE features the latest looks of the season
in catalogue format in their Wall Posts
BE RELEVANT

15. 15
The Limited posts
items for purchase as
a status update to it’s
Facebook page
Fans can purchase the product
directly from their news feed or
the brands wall.
Wall Post e commerce
ACTIVATE

16. 16
Facebook Wall Post monitoring and
management tools (3rd party apps)
• Manage
– Manage all FB page accounts in one dashboard
• Schedule
– Author and schedule in advance, publishing 24/7
• Moderate
– Moderate posts from one dashboard
– Develop alerts system for negative comments
• Measure
– Measure posts in real-time through likes and comments
• Wall Apps
– polls, quizzes, slide shows

17. 17
Facebook Customized
TABS and Apps

18. 18
TSN rapidly built a huge fan
base by launching with World
Juniors Championship
High engagement,fans actively, shared, liked, sending
gifts and cheered Team Canada
facebook.com/tsn
96,583 Likes

19. 19
TSN newsfeed
The TSN brand integrates
Facebook with TSN.ca
TSN.ca
Live video content
feed from TSN.ca to
Facebook
Daily broadcast
banner
Headlines is a live
content feed from
from TSN.ca to
Daily Poll Facebook
facebook.com/tsn
96,583 Likes

20. 20
Pantene/P&G is
selling products
direct to consumers
right inside
Facebook
facebook.com/Pantene
305,992 Likes

21. 21
BlackBerry is having
direct conversation
with 1,947,236
fans around
the world
Community Ambassador
Links to pages around the
world
facebook.com/blackberry
535,046 Likes (NA)
1,947,236 Likes (Global)

22. 22
Be my friend, get a
free bagel!
• 4,700 to a massive 336,000 fans in
3 days
• $2.50 bagel--or $840,000 worth of
would-be sales
facebook.com/einsteinbros
617,373 Likes

23. 23
Starbucks Card
can now be
managed inside
Facebook
The app is all about convenience
Consumer can
• register (or unregister cards),
• check their balance,
• reload cards
• edit profile information
• purchase more credits
facebook.com/starbucks
7,152,523 Likes

24. 24
Brands are connecting with millions of
consumers on Facebook
Over 350 thousand Farmville players send 220 43,000 new consumers A great example of co-
Canadians created a million Valentine’s day virtual connected with creation, more then 1
customized Molson gifts in 18 hours, more Urbanspoon through the million Facebook Fans
Canadian Olympic Jersey as valentines than all the 152 Facebook Connect app. engaged with Vitamin
their new Facebook profile million Valentines Day cards Those users voted Water to co-create
picture. exchanged a year. 150,000 times on blackberry cherry flavor
(according to Hallmark) restaurants, left 22,000 called “connect”.
reviews and uploaded
13,000 photos.

25. 25
Facebook Open Graph

26. 26
Facebook Open Graph and the rise of
the social web
Open Graph Protocol
Extends the functionality of a
Facebook Page to any page
on the web.
Social Plugins
A new set of tools powered
by the Open Graph, Social
Plugins can be easily
integrated into a website to
make the user experience
more personalized and social.
Graph API
A re-launch of our core API
which is a drastically simpler,
more elegant set of News Feed
technologies for any business
to build on the graph.
Tool Bar

27. 27
Your friends are
shopping with
you – even if
they aren’t
present.
Leviʼs creates a personalized “social shopping”
experience

28. 28
Huffington Post
experiences
massive growth
HuffPost Social News
launches August 2009
October 2009
• Facebook referral traffic went up 48%
• Monthly comments went from 1.7
million in July to 2.2 million
• In September, Facebook referrals
accounted for 3.5 million visits, up 190
percent from June
Huffington Post has 12.3 million
unique visits
Source: Paidcontent.org October 2009

29. 29
More than 100,000 sites have already integrated social
plugins than 100,000 sites have integrated
More
Facebook social plugins in the first month.
Facebook referral IGN.com, with around IMDb.com has seen NHL.com, saw an
traffic increased by 29 million monthly daily referral traffic 80% increase in
250% for ABC news unique visitors, has from Facebook referral traffic from
experienced a 20% double, and its users Facebook.
lift in referrals since have generated
adding the Like more than 350,000
button. likes.
Source: Faceboojk developers.facebook.com/blog/post/382

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Janice Diner
Partner
Horizon Studios
www.horizon-studios.com
Janice is a results-driven social media
strategist with a creative director
background. A leader in the arena in social
media, Janice and her team have
conceived, developed and executed social
media programs and technologies in both
Janice.diner@horizon-studios.com
the global and local context. @janicediner
She is the founding partner of Horizon
Studios, a social marketing technology
company.
Horizon Studios meet the needs of the
vibrant emerging social and digital
marketplace by addressing brand and
business opportunities through results-
driven social media strategies and
technology.