business and social media tools : facebook
DESCRIPTION
How can Facebook increase your business success?TRANSCRIPT
Author: Jean-Francois MESSIER
How can social media increase
your business success?
a
This document is part of the “Social Media and Business” series by JF MESSIER
can you improve your
business with Facebook?
1.Objectives you can achieve
2.Strengths
3.Weaknesses
#1
you can achieve with
1. Branding
To promote the new Toyota Sienna SE, the company does something new, fun and engaging.
1. Branding
182,500 shares
1. Branding Heineken makes excellent use of social
media by sharing (really
funny) videos and
photos of events,
sponsoring
contests, and
asking questions.
1. Branding
700,000 fans
Heineken makes excellent use of social
media.
2. Customer Retention
Airlines companies use
…and other social media.
2. Customer Retention
to make it easy to build relationships, not only with other customers but with the airline itself. Happy customers mean returning customers, and Virgin America seems to get that.
Virgin uses
2. Customer Retention
In 2009 , because of
the Iceland volcano,
KLM was the first
airliner to use
&
59,000 followers
#2
Active worldwide users:
Source: Facebook.com/press/info.php?statistics – September 2010
X 500
2004 2005 2006 2007 2008 2009 2010
500
400
300
200
100
0
million +
15
Share of Online Usage shifted
06 09 12 03 06 09 12 03 06 09 12 03 06 09
2006
2007 2008
2009
Source: Experian Hitwise US
7.07%
7.03%
Weekly Market Share in ‘all categories’ measured by visits, based on US usage
Facebook reached Top Ranking
in the US, overtaking Google
8
7
6
5
4
3
2
Ma
r
Ap
r
Ma
y
Jun
Jul
Au
g
Se
p
Oc
t
De
c
Jan
Fe
b
Ma
r
If
most populated country in the World,
…ahead of the United States.
3rd
2nd
1st 4th
…the
were a country, it would be…
70 %
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
# Active Facebook Worldwide Users outside the United States
Active users logging on to
Facebook in any given day
50%
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
30 Billion
Pieces of content shared
each month.
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
Local businesses with
active Facebook pages
Source INSIDE FACEBOOK.COM – FEBRUARY 2010
1.5 Billion
Users’ first choice of social media platform
LinkedIn: 1%
78%
Orkut: 2%
Facebook is the
first choice when
it comes to
sharing in Social
Networking
space.
Twitter: 5%
14%
Alexandre Oudin has clearly demonstrated that there are still creative ways to express yourself on Facebook.
The new Facebook design
released in
2010
Facebook is efficient for
B2C activities
50%
purchase
Facebook is efficient for
of Facebook fans are
more likely to make a
More than
from the
brands they follow
B2C activities
25% of customers connect
with brands on Facebook
to receive discounts
Facebook is efficient for
B2C activities
This is the reason why
most Facebook success
stories involve B2C
Facebook is efficient for
B2C activities
#3
This is the reason why
most Facebook success
stories involve B2C
Facebook involves
more B2C than B2B
General Audience of
It has so many people on it - moms, children, grandparents - that it may be hard for businesses to find the right audience.
All Backgrounds
Click-through rate
The clicks
aren't there
1 904%
287%
While a business can get noticed on Facebook,
chances are it will have
do so with a broad
campaign connecting
with a larger numbers
of users
While a business can get noticed on Facebook,
chances are it will have
do so with a broad
campaign connecting
with a larger numbers
of users
than it takes to get the
same amount of
attention on a more
focused medium such as
Twitter.
Average CTR
= 0.1%
Source mashable – January 2011
A study done by Webtrends about ads on
Facebook demonstrates that:
0.070%
0.065%
0.060%
0.055%
0.050%
0.045%
0.040% 2009 2010
CTR (*) $0.50
$0.45
$0.04
$0.35
$0.30
$0.25
$0.20 2009 2010
CPC (*)
(*)Click-through rate (*)Cost per click
Source mashable / Webtrends study – January 2011
Facebook is like hibernating.
Users may see you
every day but
don't become
something
akin to
friends
until
weeks
or
months
later.
Facebook is a "push" approach.
People who go there already know you.
Facebook is a "push" approach.
No-one likes a "push" approach.
Any businessperson on Facebook should know
that it is competing with the same games,
quizzes and attention from loved ones that
brought users there in the first place.
Synthesis
Facebook is the biggest social media
platform.
Facebook can be used for branding and
customer retention.
It’s not the easiest social media to
generate leads since it is a “push” tool,
and the click-through rate is much lower
than some others.
Facebook is especially relevant for B2C.
Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal Chia - Digital Media Strategist - http://www.slideshare.net/malchia
The Mobile Internet Report, Morgan Stanley, December 2009
Internet Trends, Morgan Stanley, April 2010
The 5 components of a complete social media program, Adam Kleinberg - CEO of Traction, November 2010
IS YOUR BRAND SEXY* ENOUGH FOR SOCIAL MEDIA? Robbert Faase
The Future of Social Media, Tom Ollerton,
Rewind 2010 Social and digital media, www.paratuscommunications.com
Social Media Communication, slideshare
Social Business by Design, David Armano - Dachis Group
Social Media for Business, PresentationAdvisors
WHAT THE F**K IS SOCIAL MEDIA NOW? Espresso- http://brandinfiltration.com/wtf
Five Tips for Landing Page Optimization, Tom Wentworth
Key Digital Trends for 2011, December 2010, Noah Elkin - Debra Aho Williamson - David Hallerman
5 steps to exploring social media using visual thinking, Jocelyn Wallace
Social Media and you, Dani Nordin
N2 Social media HUB 101, What is social media really about?, Riku Vassinen
Social CRM: Connecting Online Communities with CRM, Jamie Grenney, Ryan Ellis, Mark Brundage
Search + Social: How to Get More from Your Organic Marketing, Rand Fishkin, CEO + Co-founder SEOmoz, December 2010
Social Business Forecast: 2011 The Year of Integration, December 2010, Jeremiah Owyang - Industry Analyst
The Future of Social Media, Graeme Wood
Digital Strangelove (or How I Learned To Stop Worrying & Love The Internet),
The Social Graph Call, Wedbush Securities, November 2010,
NAVIGUER DANS LE CHAOS, UNE ÉTUDE SUR LES MÉDIAS SOCIAUX, LUC-ANDRÉ CORMIER
Social Media @ FORD, Scott Monty, November 2010
How the Fortune 500 Use Social Media to Grow Sales and Revenue, Jamie Turner
Fashion and Digital Trends, Tom Ollerton
Social Media in Four Minutes (or less), Tom Ollerton
Social Networking Past, Present, Future, Mark Suster
Designing for interaction, Interfaces for socializing, Daniel Burka
New business opportunities in retail, Hege Tenno
What is social media one year later, Espresso- http://brandinfiltration.com
OUT OF THE FISHBOWL, Marta Kagan Managing Director US | Espresso,
Illusions of Empowerment, Re-interpreting the Social Media Dream, Corinne Weisgerber
online engagement, SlideShare
Social marketing playbook, Bryan Wiener, Jeremiah Owyang, Jeff Pulver, Gregory Galant, Pete Cashmore, Randall Rothenberg
Social Media: Hype, Hell or Hope, Rick Mans, Global Social Media Lead at Cap Gemini
How organisations can harness the power of Web 2.0
WWW 3.0, Jenny Williams
Social: A closer look at behaviour on YouTube & Facebook, September 2010, iab
Social Media Sharing Trends 2010,
Twitter Crushes Facebook for Marketing, Barbara E. Hernandez ,December 2010
DEMOGRAPHICS Jan 2011, Facebook’s Ad Platform
Fancy Facebook Fan Pages - A Step By Step Guide Olaf Nitz
The Science of Facebook, The science of social networking. Dan Zarrella - Social Media Scientist
facebook-inside-out, TIJS VROLIX, I’m on Facebook – Now What?, Jesse Desjardins SalesTweets: How to Boost Sales via Smart Chirps, Pattie Simone Twitter Crushes Facebook for Marketing, Barbara E. Hernandez Social CRM, How businesses can use Twitter to increase sales. Tatyana Kanzaveli Twitter Success Stories, How 11 companies are achieving their marketing objectives, Ann
Handley, Shelley Ryan, Allen Weiss, MARKETINGPROFS LLC Using Linkedin for business, P. Jay Massey Mashable’s twitter guide book The twitter book, Tim O’Reilly – Sarah Milstein Twitter for business, Laura Fitton 140 twitter marketing tips, David Spinks How to use linkedin for promoting your business, Robin Goel Linkedin Extras for SlideShare Pro Users Guy Kawasaki’s 10 ways to use LinkedIn THEME DEVELOPMENT, an introduction to the basics of theming with WordPress, Thad
Allender Starting a blog, Dr. Corinne Weisgerber 10 ways to a killer blog, Robert and Maryam Scoble How to Build a Blog, Mark James Normand IS3241 Enterprise Social Systems, Technology Presentation, GameCheck Slideshare Zeitgeist 2010, creative commons.org Channeling your inner youtube, Brad Richardson How to create viral videos?, November 2010, Tim Ho http://technmarketing.com/web/top-6-ways-to-benefit-from-twitter/ http://technmarketing.com/web/ten-things-you-must-know-before-using-twitter/ http://technmarketing.com/web/top-5-reasons-to-tweet/ How to Pick Up Followers on Twitter, Guy Kawasaki
Bibliography
Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Mercuri Website : http://www.mercuri.net/ JF MESSIER’s blog: http://newsalespresentation.com/
Photo Credit All photos in this presentation were purchase on iStockPhoto.com. All logos or brand references are copyright of their respective owners. Slides from this document may not be repurposed without express written consent. Send permission requests to [email protected]