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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               ...
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                                wi...
Step 1: Build a page▪  Create an identity for your brand            1▪  Express your brand through publishing, photos and ...
Step 2: Engage your fans▪  Publish to your fans▪  Set up a regular and frequent publishing calendar                 2▪  Cr...
Step 3: Amplify▪  Leverage your network▪  Facebook Ads lets you communicate beyond your fan base                          ...
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         ...
This is word of mouth at scale              Facebook population             Friends of fans             527M friends Starb...
Sponsored Stories & Page Posts:A new way to scale word of mouth
How Sponsored Stories work                                                         Sponsored Stories                      ...
Thank you
Marketing Successfully on Facebook
Marketing Successfully on Facebook
Marketing Successfully on Facebook
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Marketing Successfully on Facebook

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Transcript of "Marketing Successfully on Facebook "

  1. 1. How to Market Successfullyon Facebook Adam Gerston | Partner Manager | Marketing APIs
  2. 2. Agenda1. Why Social?2. It’s Complicated… or is it?3. From Brand Voice to Wordof Mouth
  3. 3. Why Social?
  4. 4. The web is being rebuiltaround people Browse Search Discover 90’s 00’s 10’s
  5. 5. The transition is happening rapidly + 52% Portals 1 + % -21% Search Social Source: ComScore Global Y/Y change Jan 2010 - Jan 2011
  6. 6. Traditional advertising vs. Social advertising
  7. 7. I liked it. Hmm.
  8. 8. Timeline: Leveraging authentic identities
  9. 9. Word of mouth at scale Facebook population Their friends People
  10. 10. It’s Complicated……Or Is it?
  11. 11. Build, Engage, Amplify Your Page A fan base with Like ads Sponsored Stories Publish to fans Ads with Friends
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Facebook Page Insights
  16. 16. 50,000couponsdistributed
  17. 17. 10x fansIncreasedengagement anddonations raisedthrough socialconcert experience  
  18. 18. From Brand Voice toWord of Mouth
  19. 19. Word of Mouth:“Stories” Not Word of Mouth Word of Mouth (“Story”)
  20. 20. This is word of mouth at scale Facebook population Friends of fans 527M friends Starbucks Fan base 19M fans Global data
  21. 21. Sponsored Stories & Page Posts:A new way to scale word of mouth
  22. 22. 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
  23. 23. Thank you
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