1. Module 4: Leveraging Social Networks

2. 1960s-----------------------------2020s Digital eras Computer Network Personal Mobile Social Ubiquity w w W

5. Facebook users in Southeast Asia Source: Facebook, GreyReview.com, as of Oct 1, 2011

6. CIMB on Facebook http://www.facebook.com/CIMBMalaysia One-to-one customer complaint resolution

7. Recruitment

8. CIMB advertises for social media-savvy employees

11. News updates

12. Marketing

13. Why Facebook? Your target audience is already on Facebook. No additional registration or profile to fill to participate. 1. Built-in audience Setting up a Facebook Page is easy - it doesn’t require a developer or approval from IT. 2. Rapid rollout A Facebook Page is free, versus high costs of developing a custom social networking site. But note: Experts, custom apps, games, landing pages cost money . 3. Minimal costs

14. If you post something interesting, it will have a life of its own. 4. Viral Features Facebook is aggressive in deleting spammers, rogue accounts and inappropriate content. This minimizes issues in managing your own community. 5. Minimal Hassle Hosting photos/videos is a lot easier and tagging makes those photos easy for friends to share 6. Multimedia features

15. Facebook, LinkedIn, Twitter and other social networks are great ways to drive traffic to your flagship website, e-commerce platform or other owned sites. 7. Referral engine You can find new customers you would not have discovered otherwise and review profiles to generate new leads. 8. Leads You can engage with existing customers in new ways and build longterm relationships for customer retention. 9. Engagement

16. Friends’ recommendations of your promotions are better received. Your giveaways, coupons, promos may trigger call-to-actions and direct sales. It is easier to cross-promote with partners. 10. Targetted promos You can do one-to-one customer support and redirect to right personnel for resolution. 11. Customer support Proactive correction of misinformation, errors, inaccuracies, myths and responding quickly to negative comments may avert a crisis. 12. Reputation mgt

18. Facebook Page Basics How To Start A Page: https://www.facebook.com/pages/create.php

28. Custom tab with game element

29. Text on your Page Posts Tabs About

30. “ Like” related sites, events, causes CIMB Edelman AirAsia

31. Creative use of Profile pic 540 px 180 px

32. Using Photo Strip creatively Links: http://socialfresh.com/35-creative-facebook-page-photo-strips/ http://mashable.com/2010/12/14/new-facebook-profile-hacks/#view_as_one_page-gallery_box497

33. TIP: Use http://FBCrop.com to get size right Make landing page work for you – call to action

34. Edit Page > Manage Permissions

36. Cross-promote Use buttons on Blog, Website, Twitter, print, etc

37. Tie-ups: Eg: CIMB and SF Coffee

40. Must-know Facebook Basics Info Update Status Messages Chat Friend Request Subscriptions Join Group Wall Like Share Comment @ Mentions Notes Question Privacy Settings Acct Settings Add photo Create album Tag photo Upload video Create A Page Apps Events Vanity URL

41. Searching Facebook in real-time Other methods: Bing.com/Social OneRiot.com (searchword site:facebook.com) FacePinch.com Youropenbook.org

43. Subscribe and Allow Subscribers To allow others to Subscribe to your Public posts, go here: https://www.facebook.com/about/subscribe Subscribers can see only the things you share publicly: https://www.facebook.com/about/sharing

44. Smart Lists https://www.facebook.com/ListsTeam https://blog.facebook.com/blog.php?post=10150278932602131 Create lists for Close Friends, Acquaintances, Work Mates or Restricted. Good for targetting posts to appropriate list of friends.

45. Timeline 840px 310px http://www.slideshare.net/supernovastudios/facebooks-new-timelime https://www.facebook.com/about/timeline

46. Creative uses of new cover pic

47. MORE: http://reface.me/profile-pictures/facebook-timeline-cover-photo-hacks/

51. Get to know your audience

52. Make it fun with quirky questions, games, polls

55. Provide house rules or moderation guidelines

56. Celebrate milestones

58. Source: Ogilvy, 360 Digital Influence

59. Case study: Facebook outreach programme

60. MAS: Engaging bloggers using Facebook