Facebook Case Studies: Creative Uses of Social Media

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Facebook Case Studies Creative Uses of Social
Media

• Presented by
• Carolyn ONeill Griffin
• Internet Consultant
• WSI-we simplify the internet
• 703.209.7458
• cgriffin_at_wsimarketing.com

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Overview for Today

• Understand what the following Facebook elements
  are
• Facebook profiles
• Facebook pages
• Facebook applications
• Case studies of creative uses of Facebook pages
  and applications
• Discuss emerging best practices for making the
  most of Facebook pages

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Facebook Elements

• Profiles
• Original FB
• Profiles are about people
• Applications
• FB Platform launched in May 2007
• Lets developers outside of FB write applications
• By July 2008 33,000 FB applications had been
  developed there were over 400,000 registered FB
  developers
• Application spam is a growing problem
• Pages
• Introduced in November 2007
• Pages are about businesses, brands, and
  celebrities
• Small business is still trying to figure out how
  best to leverage pages

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Case StudyFacebook ApplicationJames Avery
Jewelry

• Developed with FBs off-the-shelf Gift Creator
  application by an FB user who is a fan of James
  Avery Jewelry
• Unclear if developer has any business
  relationship with James Avery Jewelry
• App launched Feb 8, 2009
• Had 7,743 users as of March 2, 2009-thats an
  average of 336 new users per day

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Case Study Facebook ApplicationBurger King
Whopper Sacrifice (Crispin Porter Bogusky)

• Custom developed Facebook application
• Sacrifice (remove) ten friends and receive a
  coupon for a free Whopper by mail
• Capture contact/mailing info for people who like
  Whoppers
• 233,906 friends were removed by 82,771 people in
  less than a week
• Facebook shut down the application because it
  showed who had been sacrificed, and by whom
• Violation of FBs privacy policy

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Case Study- Facebook PageBonnie Horseman
Photography

• RSS feed from blog
• Keeps FB page fresh and current
• Drives traffic to blog
• Good linking to main website
• Strong fan base helps viral marketing
• Very effective use of photo tagging
• Brings those who have been tagged (or their
  parents) to the FB page
• Reinforce customer relationship
• Likely to elicit comments/testamonials
• Friends of those she tags see that in their
  friends status update, and may go look at it
• Viral marketing
• Indirect selling

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Best Practices for Making the Most of Facebook
PagesSourcehttp//www.diosacommunications.com/fa
cebookbestpractices.htm

• Use your logo as your profile photo
• Use a minimum of text in your Description
• Link to your other online presence(s)
• Website(s)
• Blogs
• Other social networking profiles
• YouTube (add the YouTube Video Box Application)
• Add and use the Notes Application
• Add the Static FBML Application
• add images, links, tables and html forms
• If you have a blog, add the Blog RSS Feed Reader
  Application
• Update your fans a few times per month
• Make sure you link to your website(s) in the
  updates
• Use an Update signature and include a link to
  your website in it as well
• Run contests to increase the activity on your
  page
• Ask people to become a fan or post comments on
  your wall within a certain time frame and then
  reward them with something of perceived value

• Ask everyone you know (including your staff)
  become a fan of your page and to share or Post
  your page.
• Make it easy for them - email them the link to
  your FB page
• Promote your page in FB Groups and on other pages
• Search for FB groups related to what you do and
  post your page in their Posted Items (if
  enabled).
• Use "Favorites" to build partnerships
• Work with other businesses who offer goods and
  services that complement yours, and fan each
  other, post on each others pages, write on each
  others walls and tag each others work in photo
  albums. E.g. an event planner could build this
  kind of synergy with a photographer, florist,
  make-up artist, etc.
• Consider allowing your fans to post photos
• Enable the Fan Photos option, but monitor this
  closely so that you can take down any photos that
  you feel are not beneficial to you
• Post comments on your own wall
• Lets your fans see two-way conversations between
  you and other fans
• Be sure to click anywhere on the page so FB will
  recognize your Admin status. Your logo (rather
  than your personal profile photo) will show up

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Recap

• Defined and described
• Facebook profiles
• Facebook pages
• Facebook applications
• Discussed three case studies
• James Avery Jewelry
• Burger King Whopper Sacrifice
• Bonnie Horseman Photography
• Discussed best practices for making the most of
  FB pages

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QA