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事例に学ぶ、フェイスブック ファンページ (Facebook Fanpage)のベストプラクティスとは？

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Orinoco K.K.
Orinoco K.K.

1/17/2011に開催された、WOM Japanのセミナーのプレゼンテーション資料です。 米国ブランドを中心とした事例と、フェイスブック マーケティングや、フェイスブックのファンページ運営に関するヒントを盛り込んでおります。 twitter: @orinocogroup / @tokyopingu

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http://about.me/emitakemuramiller
                     
Source:  Global  Web  Index  Annual  Report,  2011
Source:  Global  Web  Index  Annual  Report,  2011
100   0   400   500   600   200   300   December-­‐04   April-­‐05   August-­‐05   December-­‐05   April-­‐06   August-­‐06   December-­‐06   April-­‐07   August-­‐07   December-­‐07   April-­‐08   August-­‐08   2008   100% December-­‐08   100 April-­‐09   2009 August-­‐09   66% December-­‐09   April-­‐10   2010   50% August-­‐10   December-­‐10  
                Source:  Mashable  Media Source:  Global  Web  Index  Annual  Report,  2011
Source:  Global  Web  Index  Annual  Report,  2011
                 
                                 
  FB  deals)
  A C A U O S Social  Media  Marketing:  An  hour  a  day,  Dave  Evans
    Coca  Cola,  Oreo,  Skittles,  Pringles,  Monster   Energy,  Dr.  Pepper,  Starburst,  Nutella,   Rererro  Rocher,  Mountain  Dew       Starbucks,  Taco  Bell,  Target       Converse  All  Stars,  Victoria’s  Secret,  Zara,   Adidas  Originals,  Forever  21,  Hollister,   Burberry,  Nike/Nike  Football       Disney,  MTV,  Playstation,  X  box,  National   Geographic     Source:  Ignite  Social  Media   Facebook,  Youtube,  iTunes  
Top50 19   •  Monster  Energy,  Nutella,   Moutain  Dew,       •  Taco  Bell,  Target     •  BMW     •  Hollister,  Forever  21,   Burberry,  Nike/Nike   Football     •  Playstation,  X  box,   National  Geographic   Source:  Ignite  Social  Media
Engagement
Coca  Cola  vs.  Pepsi
Coca  Cola:  “Happiness,  Togetherness,  and   Pepsi:  “Choice  of  new  generation” Sharing”
Not  Focusing  Too  Much  on  
Engagement
      (     Step1                     Step2         Step3   R&D                 PDCA    
;  15% ;  18% ;  15% 33%   ;  19%   7  
  Kraft:  Recipe  Assistant
 
Livepositively.com Refresheverything.com
Kohl 1000 +
:  Bing
Souhtwest   Make  a  Wish  Foundation   SW Make  a   Wish
Levis  and  JC  Penny Corona  Light
Back  to  School
Papa  John   R&D •    •    •    •    •      •    •  TV  CM  
Jamba  Juice
  Ford  Explorer      
E   Soap.com:  Amazon  Company
E   Target
E   1-­‐800-­‐Flowers.com       FB EC    
E   Satisfaction  Guaranteed
E   FatWallet.com Best  Deal Wish  List
jrank.main.jp
Uniqlo  
http://techwave.jp/archives/51440123.html
Facebook  Deals   lndividual     Gap:   
     Old  Navy:     Loyalty     American  Eagle:     Friend 
   Charity:   $1
 
KPI Altimeter  Group  and  Web  Analytics  Demystified:  Socialmedia  Analytics
      CRM         Pick  your  battle                 Pepsi  Refresh  =>               PDCA      
    Orinoco.jp  (web)  /   info@orinoco.jp  (mail) www.twitter.com/orinocogroup or   www.twitter.com/tokyopingu   www.facebook.com/orinocogroup
Facebook   KFS 1.    2.    3.    4.    5.    6.    7.    8.  Call  to  Action   The  8  success  Criteria  For  Facebook  Page  Marketing   Altimeter  Group,  July  27,  2010
Victoria’s  Secret               NY    
 
PR  
      CM  
2nd Victoria’s  Secret  Pink   PINK     VSPInk.com EC VictoriasSecret.com
H&M        
Fashion  Studio   on  H&M  site
Bath&Body  Works    
  FB   PDF
1-­‐800-­‐Flowers.com         FB EC    
 
Starbucks   VS        
Starbucks  Card
Starbucks  Frappuccino   Frappuccino    
Frappuccino.com MyGallery
iTunes
Youtube

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事例に学ぶ、フェイスブック ファンページ (Facebook Fanpage)のベストプラクティスとは？

  • 1.
  • 3.
  • 5.                      
  • 6. Source:  Global  Web  Index  Annual  Report,  2011
  • 7. Source:  Global  Web  Index  Annual  Report,  2011
  • 8.
  • 9. 100   0   400   500   600   200   300   December-­‐04   April-­‐05   August-­‐05   December-­‐05   April-­‐06   August-­‐06   December-­‐06   April-­‐07   August-­‐07   December-­‐07   April-­‐08   August-­‐08   2008   100% December-­‐08   100 April-­‐09   2009 August-­‐09   66% December-­‐09   April-­‐10   2010   50% August-­‐10   December-­‐10  
  • 10.                 Source:  Mashable  Media Source:  Global  Web  Index  Annual  Report,  2011
  • 11. Source:  Global  Web  Index  Annual  Report,  2011
  • 12.                  
  • 13.                                  
  • 14.   FB  deals)
  • 15.   A C A U O S Social  Media  Marketing:  An  hour  a  day,  Dave  Evans
  • 16.     Coca  Cola,  Oreo,  Skittles,  Pringles,  Monster   Energy,  Dr.  Pepper,  Starburst,  Nutella,   Rererro  Rocher,  Mountain  Dew       Starbucks,  Taco  Bell,  Target       Converse  All  Stars,  Victoria’s  Secret,  Zara,   Adidas  Originals,  Forever  21,  Hollister,   Burberry,  Nike/Nike  Football       Disney,  MTV,  Playstation,  X  box,  National   Geographic     Source:  Ignite  Social  Media   Facebook,  Youtube,  iTunes  
  • 17. Top50 19   •  Monster  Energy,  Nutella,   Moutain  Dew,       •  Taco  Bell,  Target     •  BMW     •  Hollister,  Forever  21,   Burberry,  Nike/Nike   Football     •  Playstation,  X  box,   National  Geographic   Source:  Ignite  Social  Media
  • 19. Coca  Cola  vs.  Pepsi
  • 20. Coca  Cola:  “Happiness,  Togetherness,  and   Pepsi:  “Choice  of  new  generation” Sharing”
  • 21.
  • 22. Not  Focusing  Too  Much  on  
  • 24.       (     Step1                     Step2         Step3   R&D                 PDCA    
  • 25. ;  15% ;  18% ;  15% 33%   ;  19%   7  
  • 26.
  • 27.
  • 29.  
  • 30. Livepositively.com Refresheverything.com
  • 33. Souhtwest   Make  a  Wish  Foundation   SW Make  a   Wish
  • 34. Levis  and  JC  Penny Corona  Light
  • 36. Papa  John   R&D •    •    •    •    •      •    •  TV  CM  
  • 38.   Ford  Explorer      
  • 39. E   Soap.com:  Amazon  Company
  • 40. E   Target
  • 41. E   1-­‐800-­‐Flowers.com       FB EC    
  • 42. E   Satisfaction  Guaranteed
  • 43. E   FatWallet.com Best  Deal Wish  List
  • 45.
  • 48.
  • 49. Facebook  Deals   lndividual     Gap:   
     Old  Navy:     Loyalty     American  Eagle:     Friend 
   Charity:   $1
  • 50.  
  • 51.
  • 52. KPI Altimeter  Group  and  Web  Analytics  Demystified:  Socialmedia  Analytics
  • 53.       CRM         Pick  your  battle                 Pepsi  Refresh  =>               PDCA      
  • 54.     Orinoco.jp  (web)  /   info@orinoco.jp  (mail) www.twitter.com/orinocogroup or   www.twitter.com/tokyopingu   www.facebook.com/orinocogroup
  • 55.
  • 56. Facebook   KFS 1.    2.    3.    4.    5.    6.    7.    8.  Call  to  Action   The  8  success  Criteria  For  Facebook  Page  Marketing   Altimeter  Group,  July  27,  2010
  • 57. Victoria’s  Secret               NY    
  • 59.
  • 60. PR  
  • 61.       CM  
  • 62. 2nd Victoria’s  Secret  Pink   PINK     VSPInk.com EC VictoriasSecret.com
  • 63.
  • 64. H&M        
  • 65. Fashion  Studio   on  H&M  site
  • 66. Bath&Body  Works    
  • 67.   FB   PDF
  • 68.
  • 69. 1-­‐800-­‐Flowers.com         FB EC    
  • 70.  
  • 71.
  • 72. Starbucks   VS        
  • 74. Starbucks  Frappuccino   Frappuccino   