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Marketing Successfully on Facebook
 

Marketing Successfully on Facebook

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    Marketing Successfully on Facebook  Marketing Successfully on Facebook Presentation Transcript

    • How to Market Successfullyon Facebook Adam Gerston | Partner Manager | Marketing APIs
    • Agenda1. Why Social?2. It’s Complicated… or is it?3. From Brand Voice to Wordof Mouth
    • Why Social?
    • The web is being rebuiltaround people Browse Search Discover 90’s 00’s 10’s
    • The transition is happening rapidly + 52% Portals 1 + % -21% Search Social Source: ComScore Global Y/Y change Jan 2010 - Jan 2011
    • Traditional advertising vs. Social advertising
    • I liked it. Hmm.
    • Timeline: Leveraging authentic identities
    • Word of mouth at scale Facebook population Their friends People
    • It’s Complicated……Or Is it?
    • Build, Engage, Amplify Your Page A fan base with Like ads Sponsored Stories Publish to fans Ads with Friends
    • Step 1: Build a page▪  Create an identity for your brand 1▪  Express your brand through publishing, photos and conversations▪  Use Like ads to build your fan base
    • Step 2: Engage your fans▪  Publish to your fans▪  Set up a regular and frequent publishing calendar 2▪  Create social experiences that are easy to share
    • Step 3: Amplify▪  Leverage your network▪  Facebook Ads lets you communicate beyond your fan base 3▪  For every 500K fans, you have access to ~60M Friends of Fans
    • Facebook Page Insights
    • 50,000couponsdistributed
    • 10x fansIncreasedengagement anddonations raisedthrough socialconcert experience  
    • From Brand Voice toWord of Mouth
    • Word of Mouth:“Stories” Not Word of Mouth Word of Mouth (“Story”)
    • This is word of mouth at scale Facebook population Friends of fans 527M friends Starbucks Fan base 19M fans Global data
    • Sponsored Stories & Page Posts:A new way to scale word of mouth
    • How Sponsored Stories work Sponsored Stories David likes this brand Your Brand David likes this brand LikeSTEP 1: STEP 2: STEP 3:David likes a brand, A story is generated on If this brand includeduses an application, David’s friends’ News Feeds, Sponsored Stories in theiror checks in to a which they may or may not Facebook Ads campaign,location see David’s friends see this story in the right column
    • Thank you