The Codex of Business Writing Software for Real-World Solutions 2.pptx
Oms chicago 2011_facebook_applications
1. Full-service online + interactive marketing firm
Lessons from the Social Edge:
How Companies Can Stay in Front of Facebook
Presented to:
OMS Chicago 2011
#OMSCHI
2. Agenda
Intro
• About Marcel Media
• Meet Kelly Cutler
• Video
• Social Data
The Facebook Phenomenon
• Benefits
• Breaking Down Facebook Apps
• Case Study
Summary
• Tips for Engagement
• Facebook Tools
• Q&A
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3. About Marcel Media
Marcel Media is a full service, award-winning, interactive marketing
agency specializing in Search Engine Marketing (SEM).
We provide creative and customized marketing solutions such as Pay
Per Click (PPC), Search Engine Optimization (SEO), Social Media,
Interactive Facebook Applications, Conversion Optimization, Website
Development and Web Analytics.
@marcelmedia
Facebook.com/marcelmedia
www.marcelmedia.com/blog
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3
4. About Kelly Cutler
Kelly Cutler is the CEO of Marcel
Media, a Google Certified
interactive, marketing firm
specializing in Search Engine
Marketing.
Kelly’s achievements include serving
as the first woman president of the
Chicago Entrepreneurs’ Organization,
instructing at the University of
Chicago and DePaul University, and
speaking on industry topics across
@kfcutler
the country.
/in/kellycutler
And two kids.
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5. Do I Have Your Attention?
http://www.youtube.com/watch?v=nMeYdSYCC7A
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6. How to Stay In Front of Facebook
In the past month Facebook has announced
continuous new enhancements to their platform.
They now offer:
• Video calling for chat (competing with Skype)
• Facebook email (competing with Gmail)
• Facebook Places (competing with Foursquare)
• Deals on Facebook (which competes with Groupon)
• Perhaps most importantly, Interactive Facebook Applications
Questions:
• What should you focus on?
• What makes sense for your business?
• How can you get the most out of your Facebook Fan Page?
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7. Facebook’s New Phenom: Interactive Apps
Over 1 million developers and entrepreneurs from more than 180 countries
Every month, more than 70% of Facebook users engage with Platform applications
More than
500,000 active applications
currently on Facebook Platform. More than
250 applications
have more than 1 million monthly active users.
More than
80,000 websites
have implemented Facebook Connect since its general availability in Dec 2008.
More than
60 million Facebook users
engage with Facebook Connect on external websites
Every month.
7/26/2011 Source: ibrandstudio.com 7
8. 10 Benefits of Facebook Applications
1. Branding
2. Customer Engagement
3. Drive Traffic to Top Converting Landing Pages
4. Reputation Management
5. Customer Acquisition
6. Lead Generation
7. Client Retention
8. Viral Marketing
9. Real-Time Feedback
10. Build Business Cases
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9. A Breakdown of Facebook Application Features
Most Platforms Offer:
• Applications: Create value drive sales, generate impressions and
foster community engagement.
• Publishing: Plan, author, and schedule content to auto publish in
advance. Many also allow you to geo-target posts in local languages
and time zones.
• Moderation: Features can include keyword filtering, comment views,
customer service escalation and workflow, tracking and deletion of
comments, and archiving.
• Tracking/Reporting: Competitive analysis, and
summary stats for fan count, fan growth, page views
and demographics.
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10. Tips to Increase Brand Engagement
• Give fans something exclusive & reward super fans
• Let fans help create the offer
• Be concise-posts should be 80
characters or less
• Posts that occur outside of
business hours increased
engagement rates by 20%
• Facebook engagement has three peaks:
o Early morning (7 a.m. EST)
o After work (5 p.m. EST)
o Late at night (11 p.m. EST)
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11. A Breakdown of Engagement by Industry
• Entertainment: Friday-Sunday
• Media: Weekends
• Automotive: Sunday
• Business & Finance: Wednesday & Thursday
• Retail: Sunday
• Healthcare & Beauty: Thursday
• Food & Beverage: Tuesday & Saturday
• Travel & Hospitality: Thursday & Friday
Source: Mashable
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12. Oscar Mayer’s Case Study in the Making
Oscar Mayer rewards fans by creating a campaign that promotes viral sharing.
The more people that share, the more money fans save on their products.
• Oscar Mayer offers consumers a coupon to try the product, and encourages
them to come back to share a “Taste-a-Monial” and receive a second
coupon.
• For every 5,000 people who share their Taste-a-Monial, the value of the
coupon will increase by $0.50.
• The value continues to increase until
the deal becomes a free pack of
hot dogs, or until the promotion
ends on August 15.
• At that point, everyone who shared
a Taste-a-Monial will be rewarded
their coupon.
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13. Clarisonic Case Study
Clarisonic appealed to their fans sense of good will and prospered.
• Clarisonic recently ran a fundraising campaign for “Look Good, Feel
Better,” a program that helps women battling cancer cope with
treatment-related skin changes and hair loss.
• They contributed a $1 donation for each new “Like” on its Facebook
page.
• They made it fun and easy to share the program with friends by designing
different “calls to action” that visitors could choose to share.
• As a result, Clarisonic
generated over 30,000
new Likes on the page.
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14. Top Application Platforms
• Buddy Media - www.buddymedia.com
• Vitrue - www.vitrue.com
• Context Optional - www.contextoptional.com
• Wildfire - www.wildfireapp.com
• FBML – Is in the process of being phased out. Existing FBML apps will still
be live, but any new apps through Facebook will be through iframes or
social plugins.
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15. Social Plugins for your Website & Fan Page
• Like Button – One-click share functionality
• Send Button (relatively new) –
Allows your users to Facebook
message your content directly to
their friends.
• Recommendations - Gives
users personalized suggestions for
pages on your site they might like.
• Live Stream- Lets your users share
activity and comments in real-time as they interact during a live event.
• Facepile - Displays the Facebook profile pictures of users who have liked
your page or have signed up for your site.
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