fvcp :: facebook
TRANSCRIPT
For
Business
using Facebook to reach customers,build your brand, and drive traffic toyour business's web site.
Dave Ross Lead Developer at Xeno Media Ten years software development
experience Sun Certified Java Programmer Organizer of the West Suburban
Chicago PHP Meetup On the Internet since 1994
Vintage computer collector Feline fanatic
LinkedIn: linkedin.com/in/daverossfromchicago
General: daveross.tel
Meetup: suburbanchicagophp.org
Facebook: facebook.com/profile.php?id=646332803
What is Facebook?(in their own words)
“Giving people the power to share and make the worldmore open and connected.”
http://www.facebook.com/facebook?ref=pf
“Facebook is a social utility that helps people communicate more efficiently with their friends, families and coworkers.”
http://www.facebook.com/press/info.php?execbios
What is Facebook?
Facebook is Web 2.0
No web design experience required
Easily add content (photos, videos, music, etc.)
Free (ad supported)
Social (comments, chat)
Facebook is Email 2.0(and Instant Messaging 2.0)
White-listing (only receive updates from friends)
Broadcast to all of your friends
See all your friends' activity on one page (News Feed)
Facebook is a Platform
More than 660,000 developers and entrepreneurs from more than 180 countries
Every month, more than 70% of Facebook users engage with Platform applications
More than 5,000 applications have 10,000 or more monthly active users
http://www.facebook.com/press/info.php?statistics
Who uses Facebook?
More than 200 million active users
More than 100 million users log on to Facebook at least once each day
More than two-thirds of Facebook users are outside of college
The fastest growing demographic is those 35 years old and older
More than 4 million users become fans of Pages each day
Source: http://www.facebook.com/press/info.php?statistics
Pages
Register yours at http://www.facebook.com/advertising/?pages
Pages are how businesses establish a presence on Facebook.
“Hanging out a shingle”
Just like a personal profile,but for your business
FREE!
Free...but not easy
John Gruber & Merlin MannHOWTO: 149 Surprising Ways to Turbocharge Your Blog with Credibility!’, Pt. 1
http://ratafia.info/post/90530195/transcript-of-howto-149-surprising-ways-to
Join the conversation!
“These markets are conversations. Their memberscommunicate in language that is natural,
open, honest, direct, funny and often shocking.Whether explaining or complaining, joking
or serious, the human voice is unmistakably genuine.It can't be faked.”
- The Cluetrain Manifesto (1999)
Be authentic!Authenticity is important to everyone,but especially the Millenial generation.
“Keep it real”
“Those who stand out as leaders have a notable authenticity that enables them to make
genuinely meaningful connections with a wide range of people. Authenticity is a tool for
changing the world by doing good.”Penelope Trunk
How to Change the World: The Nine Biggest Myths of the Workplacehttp://blog.guykawasaki.com/2007/05/the_nine_bigges.html
Offer something in return
In the “Web 1.0” days it was all about eyeballs.
“How many eyeballs can your site get?”
In “Web 2.0”, it's more like
“How much can you give?”
Offer something in return
In the “Web 1.0” days it was all about eyeballs.
“How many eyeballs can your site get?”
In “Web 2.0”, it's more like
“How much can you give?”
Relationships
Really, you want a relationshipwith your customers.
You want them to be loyal.
You want them to genuinely love you with all their heart.
And you want them to do the dishes.
Give and Take.
Engagement
What will most social marketing peopletell you is the most important
Thing?
Engagement.Wow, this relationship metaphor
is working pretty well.
Don't Believe Me?
How about Fortune magazine?
“If you are a good networker, constantly reaching out to interested parties, then you have a better chance of being
able to leverage Facebook as a marketing venue. If you simply put up a page and leave it untended, it will likely
stagnate and be a waste of time.
Facebook is a place to make connections, not to buy products and services, [Eric Weaver of Edelman Digital] notes.”
http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm
CASE #1:
Expandrive
Who are Expandrive?
The make an AWESOME program that mounts SFTP servers as if they were local drives.
Mac or Windows “there are only three employees
at the office, and not one of them drives to work.”
Target market: web designers/developers/addicts
Expandrive has a Facebook Page
They link to it on their web site.
Will you be their friend?
Why friend them?
Expandrive's friends get a coupon.
$5 off a $40 program. Just click a link.
Expandrive's relationships
Expandrive has 533 fans on Facebook.
They could have ended the relationship.They could have taken the money and ran.
Expandrive's fans want a relationship.
Give and Take
Expandrive's fans write on the company's “wall”
Expandrive doesn't delete negatives
Company's posts appear on your News Feed page.
Posted a sneak peek at version 2.0 for fans
Word of Mouth
When someone becomes a fan of something, Facebook lets all their
friends know:
“Dave Ross is now a fan of Expandrive”
A message appears on their friends' News Feeds.
A call to action sometimes shows in their friends'
“highlights” box.
CASE #2:
JLM Couture
Who are JLM Couture?
They sell a wide range of designer wedding dresses.
Don't sell directly to customers, but refer them to local bridal shops.
Target market: Brides-to-be
Millennial Brides
“..children of Baby Boomers, born in 1982 and later, with the oldest of them having graduated college in 2000. They number nearly 79 million—vs. 45
million of their predecessors, Generation X—and...their numbers could exceed 100 million”
“She uses magazines and the Internet in equal amounts to plan the wedding.”
“Brand favoritism is another trend, and consolidation may occur as Millennials pledge their loyalties. Designers and names represent quality, fashion, and
comfort”
http://www.allbusiness.com/retail/retailers-clothing-accessories-stores-jewelry/6354610-1.html
JLM Couture Wrote an App
“The Wedding Dress that Fits You Best”
Quizzes are popular apps
Gets JLM's dresses and name out to young brides
Driving People to Facebook JLM Couture put an ad
for their Facebook app on their web site.
Every time someone takes the quiz, their friends are notified.
Virally drives traffic, spreads JLM & designers' names.
App's page acts like a company page, where potential customers can ask about dresses.
Explore!
Sign up for Facebook Search for companies you feel strongly about See how they build relationships Build relationships with your own customers