digital break 2011

September 2011

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Hvorfor opbygge sin virksomheds eller brands :lstedeværelse på facebook ‐ hvad er virksomhedens eller brandets rolle på denne pla?orm og hvilken værdi

kan det skabe for virksomheden.?

We work with strategic counseling, development and implementa:on of social media solu:ons, ini:ated to create value for companies and organiza:ons related to internal and external communica:on, public

rela:ons, product development, branding and marke:ng.

25% Strategy – 25% Technology – 25% Creative – 25% Human

A leading full‐service social media agency

We help companies and brands organize, manage and engage in social media to leverage and measure the opportunity of crea:ng value through the online social sphere.

Who we are

What we do Organize – Manage – Engage ‐ Measure

We find it essen:al that we hold knowledge and best prac:ce on how the various social media pla?orms are to be used in a business perspec:ve and that we through our community connects with thought leaders within social media around the world.

We welcome you to become part of our community.

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Hvorfor opbygge sin virksomheds eller brands :lstedeværelse på facebook ‐ hvad er virksomhedens eller brandets rolle på denne pla?orm og hvilken værdi kan det skabe for virksomheden?

SePng Business Goals

Objec&ve/Goals: Set the overall objec:ve/goal! E.g. “Increase sales and become number one on the European market”

Targets: Set your target by adding a value! E.g. “Increase yearly revenue with €10 million”, “Gaining minimum 10.000 new customers”

Strategy: What is your strategy! E.g. Acquire new Facebook fans and turn them into customers, turn exis:ng customers into repeat customers and leverage reach through advocacy (word of mouth).

Tac&cs: How are you going to do it! E.g. Create relevant and engaging content (increase Edgerank), focus on customer service, post special offers to fans, acquire Facebook fans through distribu:on.

KPI (Key Performance Indicators): Measure your performance E.g. X number of fans per quarter, x% in engagement rate, x number of posi:ve handled customer requests.

First an ROI Primer

ROI = (Profit – Investment)/Investment

For Example

Investment: $1000 Profit: $5000

ROI = (5000 ‐ 1000)/1000

ROI is 400%

Remember a couple of things…

1.  ROI does not care about the MEDIA you use

2.  If you keep it simple, it usually is

3.  Don’t focus on metrics that don't make financial impacts (like page views, click throughs, Facebook followers, etc) – Focus on the ones that MAKE a financial impact

4.  "Profit" may mean a sales or a reduc:on in costs

Make it social and valuable

Building sustainable rela:onships

Jakob Holm Kalkar, Media & Digital Communica:ons Director Group Sales, Marke:ng & Innova:on (GSMI) Carlsberg Breweries A/S

“Social media should not be about promo4ng brands and products, but about facilita4ng conversa4ons and experience around consumer passion points”

”Brand role is to provide useful, relevant or entertaining content to facilitate the conversa4on and create brand endorsement”

“Social media is not about building awareness and considera4on, but about building brand engagement and driving advocacy”

“Social media is not about campaigning, but about con4nuously managing a community, engaging with and responding to consumers”

Role of the brand

From fans to ambassadors

The transi:on of conver:ng a fan into an ambassador

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What is EdgeRank? EdgeRank is a secret formula that determines which pieces of content appear in your personalized news feed. It is designed to show the activity that Facebook thinks is most relevant for the user relative to the person’s interest and friends.

In order to make effective marketing on Facebook, it is crucial to dominate the News Feed and make sure that people actually see your updates!

Affinity – Interactions a user has with a page (one-sided)

Weight – Different weight scores of different content.

Time – The more recent the more likely to appear.

Domina:ng the News feed with EdgeRank

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More engagement

More views

More conversions

How to utilize EdgeRank on Facebook?

•  Encourage comments - Comments score higher than likes. Pose questions and don’t be afraid of controversy!

•  Post video and pictures - Photos and videos have the highest weight score. Encourage commenting and posting questions to your own photos, infographics and videos.

•  Post Facebook questions - With each user vote your affinity score will increase. Facebook questions tend to generate more activity.

•  Utilize timing - Test what time of the day you get the best response and post consistently at that time. Post only once or twice per day.

•  Remember that interactions between two parties can affect a third party - If a user’s friends interact with the content, EdgeRank can increase.

Domina:ng the News feed with EdgeRank

Table of Content Brand Identity & Objectives   Brand identity on social media   Target group   The role of the product   KPI’s

Community management   Tone of voice   Conversational touch points   Engagement wording   Examples of status updates   Use of visual content, pictures, contests etc.   Moderation

Content planning   Conversational calendar   Publish calendar - specifications of content

Facebook design and functionality   Infrastructure and design on Facebook page

Governance   Governance on handling and deployment of content   Response flow   Flow of traffic

Facebook Guidelines   General user behavior   Facebook guide for marketing   Restrictions and guidelines   Promotion guidelines   Restriction guidelines   Advertising guidelines   Security

Appendix: Building a Community •  Building a community •  Ask fans to contribute •  Building sustainable relationships •  Strategic vs. Socially Sharable •  Turning fans into ambassadors

Tools & Templates •  Community Management •  Status Updates •  Tone of Voice •  Moderation Model •  Moderation Model of Response

Community Management Manual – an opera:onal tool

Content Planning