As Social Media Week 2011 wraps up, one thing is clear. The three year-old event has secured the title of “Best Newcomer” on the conference circuit in the eyes of many. And this year Digital Influence jumped at the chance to host events in several hub cities including London, San Francisco and New York. Since February marks Facebook’s seventh birthday, what better way to celebrate in NYC than to host an interactive workshop with partner and Facebook powerhouse Buddy Media? Entitled “It’s 2011…How’s Your Facebook Strategy Doing?” this session brought together the industry’s top branding and platform development experts to share their experiences working with Facebook. p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Times; color: #1738f5} span.s1 {text-decoration: underline}
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The workshop kicked off with best-in-class case studies from Ford and Starwood Hotels. 360 Digital Influence’s Karen Untereker showcased how Ford became the first automotive manufacturer to unveil a vehicle over 24 hours on Facebook. How? A successful mix of posting photo teasers, serving up fresh content every 30 minutes and hosting live chats with its experts drove lasting fan engagement and positive word of mouth for the new Ford Explorer. Alyssa Waxenberg of Starwood Hotels & Resorts Worldwide shared tactics that have led to the phenomenal growth of Starwood’s official presence on Facebook - more than 1,000 of its properties now have their own distinct Facebook Pages. Some of her tips for success? Senior-level support, tracking and responding to fan queries around the clock via a global network and adjusting the in-person Starwood experience, based on feedback shared on Facebook. See her full presentation here. A workshop on Facebook would not be complete without hearing the facts straight from the world’s most popular website itself - Sarah Personette, US Head of Agency Relations at Facebook, presented a “State of the Union” address to the audience in Ogilvy’s Theater. She showed how every brand needs a customer-centric strategy, whether its using Facebook to deliver customer service or crowd-source around product development. The fact is the web is reorganizing around people, and so businesses are reorganizing around people. Some of the new Facebook-by-numbers:
- More than half of Facebook’s 600+ million users return to the site daily
- In the US, that percentage is even higher: 70% of the 125 million US Facebook users return to the site every day
- France has 22 million active users, with 65 percent returning daily; the UK has 29 million active users, and Canada has 19 million active users
The event culminated in a panel featuring Pepper Evans Roukas of American Express; Beth Colleton of NBC Green Is Universal; Michael Lazerow, Buddy Media and Julio Fernandez, Global Strategies International. The discussion centered around sharing Facebook experiences and providing practical tips covering topics from fan acquisition and engagement to driving compelling, current content, measurement and effective advertising. The panel ended with a look ahead to the next 12 months on the platform; mobile functionality and advanced measurement were the top of the panelist’s visions for the future. Could not attend? See TechCrunch’s report here and Sarah’s presentation. And join our panel debate by telling us what YOU think the next 12 months hold for Facebook? What will we be discussing with our panelists at SMW 2012?
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