Facebook Social Media Ecosystem Brandsential

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Facebook Social Media Ecosystem Brandsential - Presentation Transcript

    • Facebook – All grown up but still growing
  1. Who is Jeffrey Veffer?
    • Active member of the Internet community for over 15 years with deep experience in Interactive content and video
    • Part of start-up team for Discovery Channel’s website exn.net
    • Set up streaming media business for Excite@Home Canada
    • Founding member of Innovation and Strategy team at Bell Canada
    • Background in Architecture and Design (yes really!)
    Company - http://brandsential.com Facebook - http://facebook.com/JeffreyVeffer LinkedIn - http://linkedin.com/in/jeffreyveffer Twitter - http://twitter.com/jeffreyveffer Blog – http://jeffreyveffer.com ; http://combinedoptimism.org (and others!)
  2. A few hints for creating successful engagement (in any medium)
    • Create valuable content for your users
    • Fish where the fish are
    • Join the conversation by giving others a voice
    • Update regularly
    Photo credit – Loosends http://www.flickr.com/photos/lunaspin/3206373800/sizes/m/
  3. What exactly is Facebook?
    • “ Facebook helps you connect and share with the people in your life” (Facebook.com)
    • More than just a site, it makes it easy for everyone to make connections without having in-depth technical ability
    *Web 2.0 – loosely defined as the “participatory (or social) web.” It is a Web 2.0 * publishing platform (No HTML coding needed) It is a Platform: (and this is where is gets exciting!) It is email 2.0: you only get messages from your friends you trust. Trust is paramount in the social web
    • Lets look at some stats...
  4. If Facebook were a country, it would be bigger than…
    • Facebook would be the worlds 5 th largest country by population! (Facebook internal)
    More than 200 Million active users!
  5. Its not just for high school kids anymore… and the stats show more older users getting on
    • In other words, there are more US Facebook users 26-44 than 18-25 today, so its not just about Youth Marketing anymore. (InsideFacebook)
    35-55+ 13-17 18-34
  6. Time Spent online
    • Facebook is the clear leader in time spent on social networks, and by February, 2009 accounted for almost 5% of all time spent online by US users! (Neilsen)
    • The average US user spends about 75 hours online/month so that means they are on Facebook for nearly 3 hours!
  7. Facebook pages (or profiles for Brands)
    • Developed because brands were using user profiles for their companies (contravening the user agreement)
    • Pages look like user profiles – a brand’s “home” on Facebook and a place to make connections with fans of your brand by joining the conversation
    • Pages can integrate multiple applications
    • What does it mean to me? (Part 1)- Brands are using them to build awareness, drive traffic to a destination, create a new distribution channel and more!
    Facebook profile [has friends] Facebook group [has members] Facebook page [has fans] Applications
  8. What’s a Facebook “Application?”
    • An application could be anything- A game, a tool, a way to interact with users.
    • The platform is free – you don’t need to pay Facebook anything for the application
    • Need to consider context – most applications on the site aren’t overly complex but the successful ones keep users coming back
    • Applications are viral – friends get notified when your users interact with an application AND
    • Applications are extremely easy to share – users just invite their friends right from the application!
    • FBML (the language that developers use to program apps) is similar (though not exactly the same) as HTML; so there are many developers that can write apps
    • Platform stats- more than 5,000 applications have 10,000 monthly active users
    Source (http://www.facebook.com/press/info.php?factsheet#/press/info.php?statistics)
    • What does it mean to me? (Part 2) – Tools to help you manage engagement
  9. What’s a Facebook “Application?” continued
    • Wildfire launched a sophisticated B2B application that allows brands to manage campaigns in Facebook and on other sites (MySpace, Ning).
    • The cost is as low as $1/day
  10. Case Study 1- JLM Couture: Simple way to get started
    • Bridal dress designer based out of New York selling a wide range of bridal designs
    • The company doesn't sell direct to consumers but directs them to a retailer
    • They created an application called “The Wedding Dress that Fits You Best” that is a light-hearted quiz asking you about your preferences then suggests the style that would be best for you
    • Currently has 916 active monthly users
    • They put up the link for it on their webpage
    • Whenever users take the quiz, their Facebook friends are notified, spreading awareness virally
  11. Case Study 2- Tostitos: Zero to 17,000+ fans in one month
    • Promoted Tostitos' Amazing Race-style cross country race to the Fiesta Bowl.
    • Race itself featured two teams consisting of six fans from the University of Texas and Ohio State University who raced from New York to Arizona to win a $100,000 scholarship for their school.
    • Simple concept – Get the most rabid fans to compete for $100k for their school by uploading video and pictures
    • Featured a Facebook page and two embedded apps – First was for students to apply to be on the team; second is a viewer for users to scroll through all the content
    • When race started, YouTube integration on Facebook allowed easy viewing of video uploaded “from the road”
    • Took high degree of planning and logistics to seamlessly integrate
    • Gave users value – beyond the $100k, built on users desire to support their school and get entertained in the meantime
  12. Case Study 2- Tostitos continued
    • Statistics:
    • 17,779 people became fans of the Facebook page
    • 56,531 page views
    • 39,477 unique visitors
    • 597 wall posts
    • 1098 entries with photos for the contest
    • 1925 entries to the contest were shared with a friends
    • Get on Facebook and see what other brands are doing to engage their users!
    • Establish objectives for your engagement
    • Measure, measure, measure (but the right things!)
    • Thank you!
    • Visit us at brandsential.com
    • [email_address]

+ Jeffrey VJeffrey V, 4 months ago

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