Something that has a positive effect on customer/consumer behaviour Part of an overall strategic approach to promotion, and revenue generation Enables the business to have a competitive advantage in a climate of constant change
How do we judge Facebook’s success as a Business Tool?
Judging Facebook’s success Keith De La Rue – Founder – Acknowledge Consulting
Judging Facebook’s success Ross Hill – Innovative Analyst – Deloitte Australia
Judging Facebook’s success Data Analytics gathered from various Case Studies – Growth, participation and interaction
Why is Facebook chosen as a Promotional and Advertising Platform?
Why Facebook? Easy networking and communication tool User popularity Platform for instant customer/consumer engagement Information immediacy and fast feedback Achieve higher search engine rankings Increase in product visibility Free/Low Cost
Why Facebook? Chart 1: Time spent online per month by category (Oct. 2009) Source: Nielsen Scan Australia October 2009 News Release
Why Facebook? Table 1: Top 50 Australian Websites June/July 2009 Source: Nielsen Scan Australia July 2009 News Release
Why Facebook? Case Study 1: Supre Clothing Store (Australia) Mudo Media – “Zero to 40,000 fans” – 5 month period of Social Media and Marketing Strategies On a daily basis the Page generated an average: – 299 new Fans – 171 Comments – 163 Likes – 838 Page views Listening to the customers! – Polls and opinions saved money Left or Right?
Why Facebook? Case Study 2: Australian Bananas (Australia) Multi-Media “Make Your Body Sing” campaign – 6-month period of advertising Paired with So You Think You Can Dance 2010 – “Banana lounge” message of “...good times, with fun, with energy, with happiness.” – 18-24 age demographic – Health and Nutrition – Recipes – Intent to grow with the online social networking community
Why Facebook? Show Ambassador – Kim Saigh Case Study 3: Tattoo Pride for Tattoo Artistry (Singapore) Singapore Tat2-2010 Show – Old communication methods obsolete (postal mail, email and the website) Now... Facebook: – “Tattoo Pride” (4,647 Fans) – “Tattoo Pride for Tattoo Artistry” (6,850 Group Members)
Why Facebook? Case Study 4: Dessert Artistry (USA) Rice University's Jones Graduate School of Business – Social Media and Marketing Research Study – Over 1,700 respondents over a 3 month period Study shows Fans: – Made 36% more visits to DG's stores each month – Spent 45% more of their eating-out dollars at DG – Spent 33% more at DG's stores – Had 14% higher emotional attachment to the DG brand – Had 41% greater psychological loyalty toward DG
Conclusion As a business technology it IS successful Traditional advertising and marketing media tools appears to be approaching a slow death But… – New social media technologies/platforms – Must evolve and innovate – Issues with the private and public spheres