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SME Toolkit SA’sFacebook journey
Petro BothmaMay 2012
Why Facebook as of April 2012 > 900m active users highly accessible, scalable
communication techniques web-based and mobile technology
( = increased reach) multi-leveled, multi-way
communication easier collection of user information
Challenges before starting to get our heads around a new and fairly
unfamiliar platform as a marketer, I had to re-learn types of
messages – not to market, but to engage
perception of possible negativity against the site and how to deal with it
Understanding Facebook it’s all about the PLACE where a
CONVERSATION happens meeting of ‘friends’ or business
associates (many-to-many) voluntary participation
unlike advertisements, people CHOOSE to interact with you
Engage – not manage – the audience
Objectives
Engagement, interest and constant connection keep fans coming back to
a company’s Facebook fan pageFacebook captures an average of more than 465 minutes of people’s time each month. If that’s true of every one of the
platform’s 900m worldwide users, Facebook now accounts for almost 800,000 years of human time every
month
Objectives (cont’d) to reach a different audience in a different
“place” to bring attention and traffic to SME
Toolkit South Africa to engage and get conversations flowing to form loyal ‘friendships’ – carrying over
to the website
Effective strategy Editorial calendar – proper planning Using an integrated strategy with
Business Partners SM plan – cross-referencing
Share – to create awareness with other players in
the SME environment quid pro quo
SME TOOLKIT SOUTH AFRICA
Editorial Calendar - Facebook/TwitterDaily MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAYBusiness skil ls Bus plan/Ops/Tech Acct & Finance Marketing/Sales Relationships* Compliance *HR, clients, suppliers, networkFocus areas Starting a business Groups** Industry specific Tools Motivational **Women, Youth, etcNews As it happens As it happens As it happens As it happens As it happensResponse Moderate and repond Moderate and repond Moderate and repond Moderate and repond Moderate and repond
Weekly Did you know …?
Monthly Case study/profile*** ***2nd ThursdayEntrepreneurship# #3rd Tuesday
Editorial Content - WebsiteWeekly per month WEEK 1 WEEK 2 WEEK 3 WEEK 4
Bus plan/Ops/Tech Acct & Finance Marketing/Sales Relationships*Compliance Groups** Industry specific Tools
Starting a business Wellness
Monthly Poll
Effective strategy (cont’d) Get to a targeted audience (rather
than volume) website, newsletter promotion “like” like-minded sites, comment and
share expertise and content build a network
While focusing on the strategy – be flexible
Respond to every post/moderate daily
Effective strategy (cont’d) Learn continuously – then apply
eg www.socialmediatoday.comwww.allfacebook.com
Lessons learned Invest time and effort daily visible conversation measure regularly, adapt
Petro [email protected]
