webinar: best practices in facebook marketing

LiveWorld Confidential

Your brand lives in the voice of your customers 1LiveWorld Confidential

Jeremiah Owyang, Altimeter Group

Peter Friedman, LiveWorld

liveworld.com

Your brand lives in the voice of your customers

Patent PendingPatent Pending

#Social 2010

LiveWorld webinar:“Best Practices in

Facebook Marketing”



liveworld.com



Agenda

Presentations: 40 minutes

Questions: 15 minutes

#Social 2010

Facebook Marketing

Best PracticesPractically Applied

Peter Friedman

Chairman & CEO, LiveWorld

@PeterFriedman

@LiveWorld

#Social2010

liveworld.com



Facebook Page Marketing The 8 Success Criteria

Jeremiah OwyangPartner, Altimeter Group

4

#Social2010

© 2010 Altimeter Group

Agenda

• Facebook is an important platform• Research Methodology• The 8 Criteria• What we found • Recommendations


The conversation is shifting off domain

Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009)

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More people visit Facebook than Yahoo!

Source: Compete.com (January 2010)

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Facebook tops 500mm users


Research: Ecosystem Contributors

• Vendors and Agencies

360i, AKQA, Awareness, The Community Roundtable, Context Optional, Digital Evolution Group, Edelman Digital, Facebook, Gigya, Horn Group, Inside Facebook, Janrain, KickApps, Lithium, LiveWorld, Ogilvy’s 360° Digital Influence, Razorfish, RockYou, SHIFT Communications, Spredfast, StepChange Group, a Powered Company, Vitrue and Wildfire Interactive.

• Individual Contributors

David Armano, David Berkowitz, Bert DuMars, Charlene Li, Dave McClure, Annie Noll, Shiv Singh, Adam Smith, Justin Smith, Jason Sullivan, and Anita Wong.

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Findings: 8 Success Criteria for Facebook Page Marketing

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1) Set Community Expectations

• Clearly Articulate Expectations to Reduce Confusion and Abuse.

• Second, brands must explain what they expect from fans: Community Guidelines, Terms of Use, or a Moderation Policy.


Chevron sets expectations with policy


2) Provide Cohesive Branding

• Create a Holistic Experience that Matches the Brand.

• Complete profile information, and upload branded logos, maximizing the real estate that Facebook pages allow in profile pictures.

• Extend to tabbed experiences


Four Seasons extend brand to Facebook experiences and tabs


3) Be up to date

• Keep Interaction High with Fresh, Timely Content. • Create a a content calendar. This “ensure[s] you

have the right mix of conversational and promotional posts, and you are keeping the content fresh for your fans.”

• Post content following the 80/20 rule: 80% of content should be informational, educational, or have entertainment value. Only 20% of content should be specifically about the brand’s product or services. (Vitrue)

•


4) Live Authenticity

• Build Trust by Personalizing Interactions with a “Human Touch.

• Posts should be written in first person, using a conversational tone.

• Show human profile pictures, images, and real names


Jenni from Axe engages with community


5) Participate in Dialog

• Connect with Customers by Fostering Two-Way Dialog

• To foster two-way dialog, interact heavily with fans in existing discussions and create your own.

• Remember, each time a fan comments on a brand’s Facebook page, that interaction is be shared with an average of 130 friends.


SAP engages in dialog


6) Enable Peer-To-Peer Interactions

• Harnessing the crowd’s energy helps reduce costs and improves the experience for fans.

• Seek third party discussion apps, with a moderator and recognition features, leverages the crowd to support itself.

• Providing positive peer-to-peer experience requires a community policy, as well as trained community managers who are ready to monitor in real time.


Pampers fosters conversations with Q&A


7) Foster Advocacy

• Prospects trust customers more than they trust brands, so promoting advocacy is an essential strategy.

• Because customer to prospect recommendations often occurs organically, it’s also a lower cost channel.

• Start by simply asking existing fans to suggest the page to others or “like” a wall post, “voting on something, ‘sounding off’ on something, sharing videos or photos,

• Advocacy is the most difficult of all marketing objectives because brands don’t have direct control over fans. It’s a dual edged sword as negative messages can quickly spread.


Kohl’s asks customers to share their savings “Raise your receipt” contest


8) Solicit a Call to Action

• Bring it Back to Business and Provide a Succinct Next Step.

• Start with simple, yet immediate call to actions on your landing page and wall page, sign up for deals, exclusives or to learn more.

• Integrate existing e-commerce experiences that are in line with the community.

• Remember, this is an opt-in channel, they’ve demonstrated interest in your brand, just ensure the focus is on them –not just pushing products.


Target inserts ecommerce photo printing right into the experience.


1: Set Community Expectations• Average Score: 2.08

2: Provide Cohesive Branding• Average score: 3.90

3: Be Up To Date• Average Score: 5.00

4: Live Authenticity• Average Score: 2.87

5: Participate in Dialog• Average Score: 3.10

6: Enable Peer-to-Peer Interactions• Average Score: 2.03

7: Foster Advocacy• Average Score: 2.27

8: Solicit a Call to Action• Average Score: 2.45

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Scoring by Criteria


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Retail and CPG scores Adolescence, Luxury Immature

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Summary• Put aside your read-only playbook and tap into two-way social

marketing. Simple starts Facebook Events to promote physical meetings also results in word of mouth and community interaction

• Bolster your Facebook pages with applications from third parties. Instead, add features from third party applications that enhance interactions, discussions, or utility. (see report)

• Connect the Facebook experience with existing efforts, like your corporate website. Skip ‘linking away’ and start ‘aggregating’ FB discussions

• Measure and analyze based on business goals – not by fans or “likes.” Brands must measure based on business goals use real KPI formulas by referencing Altimeter Group’s research on Social Marketing Analytics.

• Reduce Risk: Use this scorecard as your long-term roadmap. Use these Eight Success Criteria as a roadmap for your own Facebook page efforts


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Jeremiah [email protected]

m

web-strategist.com/blog

Twitter: jowyang

THANK YOU

With assistance from Christine Tran, Researcher

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approach to disruptive technologies. We have four

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Best Practices: Practical Application

Best Practice

1) Pragmatic Approach

2) 2-Way Dialogue- Activate Word of Moth

3) Cross-Integrate Facebook& Corporate Web Site

Applied

• Community Architecture• Planning & Management

• Community Mgmt: Cultural Model

• Proactive Moderation: Set Tone

• Conversation Applications For Dialogue

• Integrate Across Social Media Landscape

• New: LiveWorld Facebook LiveConnect



Pragmatic Approach: Community Architecture

CULTURE

INT

EG

RA

TE

PA

RT

ICIP

AT

E

SOCIALIZED

BRAND

• Culture Sensibility and dynamic of the community

• Brand Participation How the brand will participate

• Marketing Integration Of the community with the entire media mix



Pragmatic Approach: Roadmaps

• Community Management Community content programming plan: What you want to do with people and how you keep them engaged

Day-to-day participation and management: Reaching out as people to people, not just a daily announcement

• Moderation Moderation plans and guidelines: Clear,

friendly standards and policies

Pro-active management: Timely responses,

quick removal of untoward content



2-Way Dialogue: Manage the Party

• Cultural Model Management Community Management of the

conversational dynamic: Deep

relevance, controversy, humor,

emotion, & personality for the long

term – not just promotion

• Moderation Content Moderation: Manage standards and protect brand Social Engagement: Pro-actively set story, tone, and context



2-Way Dialogue: Interaction vs. Conversation

• Facebook Wall Serial Random Target: Likes, Comments, Shares

• Interactive Applications Promotional Attention getters Calls to action



2-Way Dialogue: Conversations Drive Relationships

• Conversation Apps People get involved, talk to each other (and you), and come back more Structured hierarchy Moderation Featuring widgets Publish to Wall and to user profiles



Reach

Integration: Social Media Landscape

Alignment Depth

Volume

High

Low

Verticals

Broad Destination Social Networks

Branded Community



Reach

Social Brand Flow

Alignment Depth

Volume

High

Low

Broad Destination Social Networks

Verticals

Branded Community

Persistent, consistent brand presence

Optimal immersion in your customers’ social flow

Persistent, consistent brand presence

Optimal immersion in your customers’ social flow



Reach Alignment Depth

High

Low

Community Management

& Moderation


& Moderation

CM & Mod

CM & Mod

Com. Mgmt &

Modration

Com. Mgmt &

Modration

CommunityMgmt &

Moderation

CommunityMgmt &

Moderation

CommunityManagement & Moderation

CommunityManagement & Moderation


& Moderation


& Moderation

Set Culture, Story, Tone & Context




High

Low

Application Integration

• To Date Content Feeds Facebook Connect, Like, etc.

Application Integration

Application IntegrationBranded

Community



New: LiveWorld Facebook LiveConnect




High

Low

Simultaneous Application On Facebook & Central Site

Consumers engage with each other in

same application at same time

Consumers engage with each other in

same application at same time

Brand’s Central Community

Brand’s Facebook Page



Users Can See Each Other, Each Other’s Posts & Replies In Real Time



LiveWorld Facebook LiveConnect

• Persistent Brand Presence

• More Customer Relationships

• Easier Program Management

• Available Now LiveWorld Facebook Forums LiveWorld Facebook Idea Power LiveWorld Facebook Ask & Answer



Best Practices: Practical Application

Best Practice

1) Pragmatic Approach

2) 2-Way Dialogue- Activate Word of Moth

3) Cross-Integrate Facebook& Corporate Web Site

Applied

• Community Architecture• Planning & Management

• Community Mgmt: Cultural Model

• Proactive Moderation: Set Tone

• Conversation Applications For Dialogue

• Integrate Across Social Media Landscape

• New: LiveWorld Facebook Live Connect



AudienceQuestions

#Social2010

@LiveWorld

@PeterFriedman

\



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