Yesterday in New York, Facebook hosted the first annual fMC gathering, hosted by their global marketing solutions team.
As a strategist, the session I appreciated most was led by Mike Fox called "Driving maximum value from your social marketing strategy." Yes, you need a Facebook strategy. Here's Mike's framework for thinking through Facebook opportunities, which every brand should understand before diving into the functional changes and new advertising opportunities.
Connect (quality not just quantity)
- Everything begins with a connection
- Avoid gimmicks and incentives that cause non-customers to dilute your connection base
- Use targeted ads to get your customers to become your fans.
Engage (create experiential value for your connections)
- Create compelling page experience
- Make it unique: avoid repurposing content
- Put experienced marketers at the helm
- Many lightweight interactions over time bold relationships and loyalty
Influence (word of mouth at scale)
- When your connections engage, tell their friends
- Influencers drive more connections and customers
- Focus on frequent, high-quality publishing
Integrate (social by design)
- Leverage the social graph to make your business better
- Create synergy between your social marketing and a core business process
- Custom apps are successful with engaged, influential audiences
I love that the phrase "social by design" was used frequently during the event. Success in social business requires planning and deliberation; Dion Hinchcliffe and I expand on this in our upcoming book Social Business By Design.