Download Facebook As A Successful Business Tool

Facebook as a
Successful
Business Tool
Presented by
Leila Bagundol, Glen Morrow,
Henrietta Suen and Angeline Woo
Aim
• Discover Facebook’s successfulness for
both business and media industries
• Explore the potential of Facebook
• Examine the strengths and possible
risks of Facebook
Scope
• Businesses: socialising; advertising,
promotional, marketing and communication
functions
• Whether or not Facebook is successful:
• disseminating information to better various
businesses
Scope
• Key questions:
– What defines a successful business tool?
– How do we judge Facebook’s success as a
business tool?
– Why is Facebook chosen as an advertising
and promotional platform?
What defines a Successful
Business Tool?
What defines a
Successful Business Tool?
• 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
Case Studies
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
171
163
838
new Fans
Comments
Likes
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?
• 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)
Show Ambassador – Kim Saigh
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…
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
Conclusion
• Tim Bull – Co-Founder – BinaryPlex
Thank you!
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