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What to Expect from Facebook

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					what to expect from Facebook
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contents




        1         intro
        2         what top brands are doing on facebook
        4         what works and what doesn’t on facebook
        5         what brands should expect from facebook
        6         conclusion




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we help companies unlock the passion of their customers.
The Lithium Social Customer Suite allows brands to build vibrant customer communities that:


  reduce service costs with              grow brand advocay with        drive sales with                   innovate faster with
  social support                         social marketing               social commerce                    social innovation


lithium.com | © 2012 Lithium Technologies, Inc. All Rights Reserved
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intro




   Facebook has been attractive to marketers due to its
   unprecedented reach and scale. But what does it really mean
   for your brand? While 56% of the Fortune 500 now have a
   Facebook page, they continue to struggle with deriving real
   ROI from their Facebook investments. Analysts remain divided
   on whether or not tangible benefits exist for marketers in the
   Facebook channel.

   Nevertheless, a Facebook presence has become a
   destination for many global brands. To not have a Facebook
   page today means not showing up to the social party. Hence,
   Lithium has set out to help brands discover how to best
   address Facebook marketing.

   Here’s what we learned.




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what top brands are
doing on facebook



   With 600 million users worldwide, if it were a country,       Here’s how we sliced it:
   Facebook would be the world’s third largest. Spots and all,
                                                                 The Careful—Companies with a Facebook page and a few
   Facebook represents an enormous opportunity for marketers
                                                                 fans, but not doing anything to drive engagement.
   to engage with their audiences to build deeper and longer
   lasting social relationships.                                 The Curious—Those who have devoted some resources to
                                                                 maintaining their Facebook presence and are dabbling with
   So, how exactly do companies go about engaging their
                                                                 customer engagement. Some fans, multiple fan pages, a few
   Facebook audiences? What’s the best way to get started?
                                                                 posts from both fans, and the company.
   Who’s doing it right?

                                                                 The Invested—Brands with a clear Facebook strategy and in
   To answer those questions, we researched the Facebook
                                                                 the early phases of execution. The company is more engaged
   pages of over 600 brands. We looked at number of pages,
                                                                 and posts often, the fans are more engaged and post often.
   fans, fan posts, company posts, likes, and custom apps
                                                                 They’re exploring custom Facebook apps.
   available, and we came up with the Facebook ACTivity
   Score—a comparative scale that shows how brands are           The Committed—Companies dedicated to growth on
   engaging their social customers on Facebook.                  Facebook and have invested significant resources to build a
                                                                 thriving fan base. Both fans and the company actively post
                                                                 and a number of Facebook apps are offered.

                                                                 The Obsessed—Brands who are in it to win it. Trail-blazers
                                                                 with a rich Facebook engagement strategy, targeted, custom
                                                                 Facebook apps, a large and active Facebook following. The
                                                                 FACT Score Chart shows example brands at each level of
                                                                 engagement on Facebook, from the Curious to the Obsessed.
                                                                 So, this is what they’re up to. But are they successful? What
                                                                 does success mean on Facebook?

                                                                 Lithium defines social success as driving real business
                                                                 outcomes through social customer engagement. So let’s
                                                                 talk about Facebook and outcomes.




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facebook ACTivity score: get the FACTs
81-100




         the obsessed
61-80




                                          fans

         the committed
                                          likes


                                          fan posts



                                          fan pages
41-60




         the invested                     company posts



                                          custom apps



                                          app engagement
21-40




         the curious
0-20




         the careful

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what works
and what doesn’t                                                          improves our search results

on facebook
                                                                          creates awareness of our brand, products, or services



                                                                          allows us to communicate our marketing message effectively to customers


   We looked to brands with deep experience engaging                      creates beneficial customer-to-customer engagement
   customers through a variety of social channels to help us
   answer that question. We wanted to know how experienced
                                                                          empowers customers to help one another with pre-sales purchase questions
   community managers, customer engagement, and social
   strategists saw Facebook as part of their overall engagement
                                                                          empowers customers to help one another with post-sales support questions
   strategy, so we asked our customers.

   In a Social Customer Survey early in 2011, we asked leading            gives us metrics we need to assess program goals

   marketers about their expectations for Facebook, their
   successes and challenges with the channel, and how their               gives us a good sense of how our customers are feeling

   endeavors there compared with those in their Lithium brand
   community. Here’s what they told us—they said that Facebook is:        helps us identify particularly valuable customers


   1.   Great for outbound communication. Indeed, the
                                                                          creates goodwill for our brand in social channels
        reach and scale of Facebook provides a real benefit
        to marketers. When it comes to creating awareness,
        Lithium customers say Facebook delivers.                             community effectiveness        facebook effectiveness


   2.   The place to create social goodwill for the brand. Here
        again, for size and visibility, a Facebook presence is a          allows brands to benefit from social media. When
        “must have” for presenting a sense ofsocial goodwill.             customers engage with each other, they build the content
                                                                          that drives SEO, that can be used for unassisted customer
   3.   Not useful for gathering customer feedback. When it
                                                                          support, etc, and they become more loyal and more
        comes to keeping a finger on the pulse on customer
                                                                          satisfied. With comments and status updates disappearing
        sentiment, gathering ideas for product innovation,
                                                                          from the Facebook Wall in minutes and hours, opportunities
        measuring customer loyalty, finding influencers
                                                                          for peer-to-peer engagement is limited.
        and advocates, or conducting market research, our
        customers told us that Facebook has room to grow.            5.   Not a tool for building trust among social customers.
                                                                          Without peer-to-peer engagement, there is no
   4.   Lacking in opportunities for peer-to-peer engagement.
                                                                          opportunity to motivate and reward behavior—two key
        Peer-to-peer engagement is a driving force behind
                                                                          components of trust-building in social networks.
        getting social customers to create the content that


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what brands
should expect
from facebook


   Now that we know what top brands are doing on Facebook,           your brand is present and existing followers need to hear
   what’s working and what isn’t, how can we align our               from you in order to stay engaged. Consistently updated,
   expectations appropriately for our Facebook initiatives? Here’s   fresh, and timely content are especially crucial as Facebook
   what we think brands should expect from Facebook in the           Wall content decays very quickly.
   current environment:
                                                                     Expect to serve your customers on Facebook.
   Expect your customers to want you to be on Facebook.              With 91% of social customers reporting the abandonment of
   Most industry analysts and social media thought leaders           at least one brand on Facebook or Twitter, we can see that
   agree, Facebook is a platform not to be dismissed. If you have    the audience is fickle. As we’ve seen in online venues before,
   no Facebook presence at all, get one. Average Internet users      driving people to a social site without providing an outlet for
   spend more time on Facebook than Google, Yahoo! Wikipedia,        their needs invites a peak-and-trough customer engagement
   Amazon and Microsoft combined according to Altimeter              cycle rather than a path toward sustained increases in
   Group’s Jeremiah Owyang. Social customers especially              customer lifetime value.
   expect brands to engage them where they already are, and
                                                                     Q&A, moderation, and recognition features enable the peer-
   they are already on Facebook in droves.
                                                                     to-peer interactions needed to get your Facebook fans to start
   Expect Facebook to help expand your reach.                        helping each other so they can real value from their visits to
   For its sheer size and viral features, Facebook is generally      your Facebook page—either by finding the information they
   considered a smashing success at the dissemination of             need or by being recognized for their contributions.
   marketing messages. Our customers tell us Facebook
   provides them with real awareness benefits and the key
   channel for demonstrating a posture of social goodwill.

   Expect to participate—often.
   We all know by now that jumping on Facebook or grabbing
   a Twitter handle for your company isn’t a social strategy.
   Frequent posts, lots of sharing and liking—even custom
   Facebook apps—are in order if you hope to get the most              Creating opportunities to
   benefit from Facebook page(s). New visitors want to know
                                                                       identify and amplify trusted
                                                                       voices on Facebook will
                                                                       help to derive real business
                                                                       outcomes from the channel.
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conclusion




   Experienced social marketers report that a campaign-based
   approach to Facebook focused on simple dissemination of
   discrete marketing messages is worth the effort. But if you’re
   looking for real business outcomes—increased customer
   loyalty, deeper customer insights, increased demand, more
   sales leads, competitive advantage—marketers must move
   beyond simply counting fans and likes.

   Systems of rank and reward motivate social customers
   to contribute and act on your behalf, building a sustained,
   profitable enthusiasm for your brand. Creating opportunities
   to identify and amplify trusted voices on Facebook will help to
   derive real business outcomes from the channel. Fostering
   productive peer-to-peer relationships among fans is essential
   for turning your Facebook presence from a staticdestination
   into a vibrant community that meets customer needs,
   rewards visitors for their participation, and motivates
   Facebook fans to become your brand advocates.




   Lithium social software helps the world’s most iconic brands to build brand nations—vibrant online communities of passionate social customers.
   Lithium helps top brands such as AT&T, Sephora, Univision, and PayPal build active online communities that turn customer passion into social media
   marketing ROI. For more information on how to create lasting competitive advantage with the social customer experience,
   visit lithium.com, or connect with us on Twitter, Facebook and our own brand nation – the Lithosphere.


   lithium.com | © 2012 Lithium Technologies, Inc. All Rights Reserved
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DOCUMENT INFO
Description: Based on a 2011 social customer survey of our clients, Lithium presents a digest on our discoveries about Facebook as a social media channel. This report identifies what social strategies and tactics brands implement on Facebook, what has work, what hasn’t, and what Facebook has in-store for enterprise communities.