Facebook Best Practices


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Here are some best practices for Facebook, updated in January 2012.

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Facebook Best Practices

  1. 1. Facebook ResourcesZOG Media’s guide to Facebook and its best practices
  2. 2. Table of Contents• 4- Stats and Data Points – 5- What Is Facebook? – 6-25- History of Facebook – 26-30- Facebook Statistics – 31-34- User Statistics – 35- User Demographics• 36- Best Practices – 37- Getting Started – 38-39- Building a Community – 40-41- Welcome Tab – 42-44- Wall Posting – 45- Profile Photo – 46- Settings and Permissions – 47- Basic Information – 48- Interacting with Other Pages – 49-50- Insights – 51- Events – 52-53- Campaigns – 54-56- Facebook Ads
  3. 3. Table of Contents• 57- Case Studies – 58-62- Cable ONE Joiner Campaign – 63-67- Budweiser’s Bud United Show Your True Colors – 68-75- Coca-Cola – 76-80- M&M’s Pretzel – 81-85- 1-800-Flowers.com Valentine’s Day – 86-90- Old Spice• 91- Appendix – 92- Facebook Videos – 93-94- Citations
  5. 5. What Is Facebook?• Facebook is the most widely used social networking site in the world, allowing users to cultivate scrapbook-like “Timeline”’s displaying notable events in their lives.• Facebook connects users via various networks, including education, work and family.• Facebook allows users to display virtual photo albums, comment on other profiles, chat with other users, broadcast places they visit and share products they’ve purchased.
  6. 6. History of Facebook- Overview • Facebook launched in February 2004. • Originally a social networking site solely for Harvard students when it launched, Facebook expanded to all college students later that year, then high school students in 2005, then anyone age 13 or older in 2006. • Facebook first announced a profit quarter in 2009.SourceAs of January 2011http://www.facebook.com/press/info.php?factsheethttp://www.businessweek.com/technology/content/jan2011/tc2011016_998330.htm
  7. 7. History of Facebook • February 2004- Mark Zuckerberg and co-founders Dustin Moskovitz, Chris Hughes and Eduardo Saverin launch Facebook from their Harvard dorm room. • September 2004- Groups application is added; the Wall is added as a Profile feature. • December 2004- Facebook reaches nearly 1 million active users. • May 2005- Facebook grows to support more than 800 college networks.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  8. 8. History of Facebook This is what the original Facebook looked like in 2005, when it was still http://www.thefacebook. com.
  9. 9. History of Facebook • August 2005- The company changes its name from thefacebook.com to Facebook. • September 2005- Facebook expands to add high school networks. • October 2005- Photos are added. • May 2006- Facebook adds work networks. • August 2006- Facebook development platform launches.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  10. 10. History of Facebook • August 2006- Facebook announces a partnership with J.P. Morgan Chase to promote the Chase credit card. In a 1- year marketing agreement, Facebook members see banner ads inviting them to join a special Chase network—members of that group then earn reward points for their actions, such as paying bills on time. • August 2006- Facebook and Microsoft form strategic relationship for banner ad syndication. Microsoft’s adCenter becomes the exclusive provider of banner ads and sponsored links on the site. • September 2006- Facebook allows anyone to join.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  11. 11. History of Facebook • September 2006- Facebook announces “election 2006,” which allows anyone to search for and interact with office candidates for the Senate, House and Governorship. • September 2006- News feed is introduced. • November 2006- Share feature added. • February 2007- Virtual gift shop launched. • May 2007- Facebook launches Marketplace app for classified listings.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  12. 12. History of Facebook This is the Facebook Marketplace app
  13. 13. History of Facebook • May 2007- Facebook platform launches with about 85 applications. • August 2007- In response to Vodafone and other British companies pulling their ads from Facebook after appearing alongside the far-right British National Party group, Facebook offers an opt-out feature that lets advertisers prevent their ads from showing up. • November 2007- Facebook introduces “Facebook Ads,” Pages for brands and businesses, Facebook Insights and a controversial ad system called “Beacon” that encourages the viral spread of brand messages. • April 2008- Facebook launches Chat.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  14. 14. History of Facebook • August 2008- Facebook introduces Engagement Ads. • December 2008- Facebook Connect becomes generally available. • February 2009- Facebook adds the Like Button. • February 2009- Facebook transfers ownership of the Marketplace classified listings app to Oodle. • March 2009- Facebook introduces language and radius-based ad targeting.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  15. 15. History of Facebook • March 2009- Facebook relaunches Pages to be more like Profiles and include status updates and photos. • June 2009- Facebook launches self-serve Ads for Pages and Events, giving them engagement capability. • July 2009- Facebook launches connections targeting, multiple country targeting and birthday targeting. • September 2009- Facebook begins testing Ads API.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  16. 16. History of Facebook A new Facebook page, designed to look more like an individual profile page than before
  17. 17. History of Facebook • September 2009- Facebook shuts down ad platform “Beacon,” which posted updates to Facebook profiles when their owners interacted with its partner sites. The feature inspired a class action lawsuit after privacy advocates rallied against having their actions on sites like Blockbuster, Gamefly and Overstock.com posted to their profiles. • September 2009- Nielsen launches Brand Lift with Facebook at Advertising Week. The product measures the effectiveness of ads on Facebook by polling users. • April 2010- David Fischer, VP of Advertising and Global Operations, joins Facebook.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  18. 18. History of Facebook • August 2010- Facebook launches Places. • September 2010- Facebook adds social context metrics to its performance advertising analytics. • November 2010- Facebook rolls out beta-version of check-in Deals using Facebook Places (now part of the overall Deals offering.) • January 2011- Facebook users get access to new Messages product, which groups all direct messages between users whether they are viewing a conversation from the inbox, chat window or mobile. • January 2011- Facebook gives users the option of accessing Facebook over an encrypted connection.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  19. 19. History of Facebook • February 2011- Facebook launches Sponsored Stories. Companies can choose to take certain user actions—such as check-ins or actions within Facebook apps—and feature them in the column on the right side of the News Feed. • February 2011- Facebook introduces a spam filter for comments. • March 2011- Facebook launches Questions for Pages. • April 2011- In an effort to court advertisers, Facebook reveals Facebook Studio, which highlights interesting work from advertisers.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  20. 20. History of Facebook • April 2011- Facebook officially launches Deals, a Groupon competitor. • April 2011- Facebook introduces the Send Button, which allows people to share articles and third-party websites with groups of friends. • May 2011- Facebook introduces a test program that gives Facebook credits to users who watch certain ads from third- party ad networks in games. • May 2011- Facebook allows users and pages to tag pages in photos. • June 2011- Facebook introduces “Happening Now,” a prelude to the Ticker, which is a module on the right-hand side of the page that shows recent activity from friends.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  21. 21. History of Facebook Facebook Deals
  22. 22. History of Facebook • July 2011- Facebook teams up with Skype to integrate video calling into its chat product. • August 2011- Facebook discontinues Deals service. • September 2011- Facebook unveils Timeline, a new version of user profiles that organizes stories in a timeline format. • September 2011- Facebook announces open graph application platform, which gives users a new way to connect to objects beyond the “Like” button, including what they are reading, watching, listening to, cooking and more.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  23. 23. History of Facebook • September 2011- Facebook redesigns home page to include News Feed and Ticker. • September 2011- Facebook allows users to subscribe to public updates of anyone who allows subscribers. • September 2011- Facebook introduces Smart Lists to automatically group users’ friends by location, workplace and school. • October 2011- Facebook ads a new public metric to pages called “Talking About This” to encourage engagement about pages.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  24. 24. History of Facebook • October 2011- Facebook releases its official iPad app. • November 2011- Facebook shows Sponsored Story ads in the Ticker. • December 2011- Facebook Timeline goes live, including on mobile devices. • December 2011- Facebook tests coupon post feature for pages. • December 2011- Facebook tests private messaging to page owners.SourceAs of December 27, 2011http://www.facebook.com/press/info.php?timelinehttp://mashable.com/2011/06/28/facebook-advertising-infographic/http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
  25. 25. History of Facebook The new Facebook Timeline
  26. 26. Facebook Statistics • The most popular Facebook pages, as of December 29, 2011SourceAs of December 29, 2011http://www.socialbakers.com/facebook-pages/
  27. 27. Facebook Statistics• The most popular Facebook brand pages, as of December 29, 2011SourceAs of December 29, 2011http://www.socialbakers.com/facebook-pages/brands/
  28. 28. Facebook Statistics• The most popular Facebook media pages, as of December 29, 2011Sourcehttp://www.socialbakers.com/facebook-pages/media/
  29. 29. Facebook Statistics • The most popular Facebook applications, as of December 29, 2011Sourcehttp://www.socialbakers.com/facebook-apps-and-developers/
  30. 30. Facebook Statistics • The most popular Facebook developers, a s of December 29, 2011Sourcehttp://www.socialbakers.com/facebook-apps-and-developers/
  31. 31. User Statistics • Facebook has more than 800 million users. • Facebook is the most visited web site in the world, with more than 1 trillion pageviews per month. • More than 50% of Facebook users log in every day, spending an average of 7 hours and 46 minutes per month on Facebook. • The average Facebook user has 130 friends and likes 80 pages. • Each week on Facebook, more than 3.5 billion pieces of content are shared.SourceAs of January 3, 2012http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-Facebooks%20Impact%20on%20Retailers.pdf
  32. 32. User Statistics • Two-thirds of Facebook users’ purchasing decisions are influenced by Facebook. • Facebook users install apps more than 20 million times a day. • More than 350 million Facebook users access Facebook through mobile devices. • 56% of consumers say the are more likely to recommend a brand after becoming a fan of the brand’s Facebook page • 49% of people use Facebook when searching for restaurants. • 63% of baby product consumers use Facebook to research a brand or productSourceAs of January 3, 2012http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-Facebooks%20Impact%20on%20Retailers.pdfhttp://mashable.com/2011/12/18/social-consumers-infographic/
  33. 33. User Statistics • 84.67% of people follow 2-10 brands on Facebook. 53.47% of people follow 2-5 brands on Facebook. • 39.15% of people who follow a brand usually recommend the brand to others, and 22.94% of people always recommend the brand to others. • Business-to-customer Facebook results are 30% above average on Sunday’s.SourceAs of January 3, 2012http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands/?view=socialstudieshttp://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
  34. 34. User Statistics • 77% of consumers interact with brands on Facebook primarily through reading posts and updates from the brands. • 17% of consumers interact with brands by sharing experiences and news stories with others about the brand. • 13% of consumers post updates about brands they like. • 56% of consumers are more likely to recommend a brand to a friend after becoming a fan on Facebook. • 58% of people who “Like” a brand are existing customers of the brand. • 57% of people “Like” a brand to receive discounts and promotions from the brand.SourceAs of January 3, 2012http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
  35. 35. User Demographics • 51.2% male, 48.8% female • 9.5% between ages 13-17, 13.3% between ages 18- 20, 17% between ages 21-24, 12.5% between ages 25-29, 15.3% between ages 35-44, 10.7% between ages 45-54, 6.5% between ages 55-63, 4.6% ages 64 and older • There are more than 95 million Facebook users in the United States.SourceAs of October 21, 2011http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statisticshttp://mashable.com/2011/10/21/facebook-infographic/http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
  37. 37. Best Practices: Getting Started• Once you build your page, secure a vanity url by having at least 25 people “Like” your page• Populate your brand’s photo section with high-quality photos that represent your brand well.• Adjust your brand’s permission settings to protect your brand from spam by adjusting what is moderated and posted on the page.• Adjust page settings according to current promotions. Keep profile picture up-to-date, and direct non- fans to a welcome tab that encourages users to “Like” the page.
  38. 38. Best Practices: Building a Community• Share content that is both valuable to users and engaging.• Create an authentic, consistent brand voice that users may trust as a knowledgeable and friendly source.• Share content a variety of ways, including text, links, photos, videos and polls.• Encourage users to share your content by asking them to “Like” posts or submit their own content.• Engage with users who interact on your page, and use your page as a form of customer support. Listen to feedback, answer questions and share brand insights with users.• Entice your users to continually visit your page by utilizing brand-specific applications, including contests, sweepstakes, deals and promotions.
  39. 39. Best Practices: Building a Community• Reward Facebook users who “Like” your page with exclusive news and promotions.• Encourage users to “Like” your brand’s page by enticing them with an incentive, such as a coupon or entry into a contest, for “Liking” your page.• Constantly monitor page to create seamless engagement.• Use Facebook Insights to get to know audience, and tailor voice and content to fit that audience.• Integrate Facebook sharing into existing online outlets.
  40. 40. Best Practices: Welcome Tab • Have Facebook users who don’t yet “Like” your page land on a welcome tab that gives an introduction to your business and entices users to “Like” your page. – Welcome tabs “set the stage,” orienting new visitors to your business, explaining who you are and what you do – Welcome tabs explain the benefit of liking your business – Welcome tabs extend your branding by reinforcing your brand’s image, graphics and personality – Welcome tabs give your page an active and professional lookSourceAs of September 5, 2011http://fbforbusinessmarketing.com/2011/09/05/facebook-welcome-tab-why/
  41. 41. Best Practices: Welcome Tab• What to include – Logo – Reasons why people should “Like” the page, including access to special news and offers – Pictures or videos representing the brand• Applications to help create a welcome tab – TabSite-http://www.facebook.com/TabSite?sk=app_181556125229269 – Pagemodo- http://www.pagemodo.com/ – Wildfire- http://iframes.wildfireapp.com/ – Tigerlily- http://www.tigerlilyapps.com/ – FanBuildr- http://www.facebook.com/fanbuildr – Iwipa- http://www.facebook.com/iwipa – Involver- http://www.involver.com/applications/ – TabPress- http://www.facebook.com/apps/application.php?id=176217385757369&ref=ts – TabSite- https://www.tabsite.com/ – Static HTML- http://www.facebook.com/apps/application.php?id=190322544333196 – Lujure- https://lujure.com/ – FanPage Engine- http://fanpageengine.com/ – Welcome Tab for Facebook Pages by SocialAppsHQ- http://apps.facebook.com/welcometab/
  42. 42. Best Practices: Wall Posting • Decide what your brand’s voice will be like— serious, conversational, friendly and personable? To maintain consistency throughout posts, keep the same voice in all posting. • Abide by the Facebook Edgerank algorithm. – The Edgerank algorithm is Affinity x Weight x Time Decay = EdgeRank • The affinity score is based on a Facebook user’s interaction with another user • Weight is assigned to each type of content. It is believed the greatest weight goes to polls, then videos, then photos, then links, then status updates. • Time decay means older updates will rank lower than newer updates. – Use Edgerank Checker to determine optimum posting days and times- http://www.edgerankchecker.com/. Facebook engagement has three peaks: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST). Thursday and Friday have 18% more engagement than other days of the week.SourceAs of August 30, 2011http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-Facebook-s-Quality-Score-for-Wall-Postshttp://techcrunch.com/2010/04/22/facebook-edgerank/http://mashable.com/2011/04/06/facebook-engagement-data/
  43. 43. Best Practices: Wall Posting • To increase your EdgeRank score, vary posts by using a variety of questions, photos, videos, links and status updates. • Keep posts short. Posts with 80 characters or less garner 27% more engagement than posts with more than 80 characters. • Post the full url when linking to stories. Posts with a full-length url have three times more engagement than shortened urls. • Use content that generates engagement by encouraging Facebook users to answer questions or “Like” status updates. • If your Wall post mentions another Facebook user or page, tag them by adding an “@” sign before typing in the name. This will cause your update to show up on that user or page’s Wall, as well, and will expose your message to more Facebook users.SourceAs of August 30, 2011http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-Facebook-s-Quality-Score-for-Wall-Postshttp://techcrunch.com/2010/04/22/facebook-edgerank/http://mashable.com/2011/04/06/facebook-engagement-data/
  44. 44. Best Practices: Wall Posting • When Facebook users post on your Wall, interact with them by “Liking” their comments and responding to their posts. Show your fans you’re listening to them and value what they’re saying. • Don’t delete negative Wall posts users make. Instead, offer up a solution to the problem to maintain a good customer relationship and show other users their feedback is welcomed. • Facebook allows users to geo-target posts by location, including country, state and city, and by language. If your page is posting something specific to one area or language, customize your post by targeting to that specific audience.SourceAs of August 29, 2011http://mashable.com/2011/08/29/facebook-marketing-restaurants/
  45. 45. Best Practices: Profile Photo • To optimize your Facebook profile picture, create one that is 200 x 600 px. The maximum file size is 4MB. • To optimize your Facebook profile picture thumbnail, make sure it’s 175 x 175 px within the main profile picture. • The most looked-at, for the longest period of time, profile picture features scantily-clad women. • Generally, profile pictures with faces in them are looked at the most. • Make sure your brand is easily recognizable in your profile picture by featuring your brand’s logo and any special promotion your brand is running.SourceAs of December 14, 2011http://www.facebook.com/note.php?note_id=401579870775http://mashable.com/2011/12/14/eyetracking-facebook-brand-pages/?WT.mc_id=obinsite
  46. 46. Best Practices: Settings and Permissions• Posting preferences: Check “Always comment and post on your page as your page”—this ensures your page does the interacting with fans, not you as an individual user.• Notifications: Check “Send notifications by e-mail”—you’ll be able to see who is posting what on your page, which allows for more seamless and constant interaction.• To only show your page’s posts by default, click “Only Posts by Page” on Wall Tab Shows. Otherwise, all posts will be seen by everyone, and this feature controls for spam or inappropriate posts.• Add terms to block in the moderation blocklist, including profanity.
  47. 47. Best Practices: Basic Information• Make sure basic information is presented in a complementary voice to Wall Posts.• Make sure basic information is error-free, with no spelling, grammar, punctuation or factual errors.• Use the basic information section as your opportunity to sell your brand to Facebook users. Include the most pertinent information for your brand.
  48. 48. Best Practices: Interacting with Other Pages• By using Facebook as your brand’s page, you’re able to comment on other brand pages as that brand. Interact with other brands by commenting as a brand and acting social on Facebook.• Your page is allowed to “Like” other pages, and up to five pages your brand “Likes” are displayed on the left hand side of the page at a time. Your page may specify which of those pages are featured, so consider making them sister brands or other brands your page supports.
  49. 49. Best Practices: Insights• Facebook Insights provides Facebook Platform developers and Facebook Page owners with metrics around their content. – The top portion of Insights shows the number of posts your page published in the past month, how many people create a story about your page in the past month and the weekly total reach in the past month and the number of unique people in the past month who have seen any content associated with your page.
  50. 50. Best Practices: Insights– The bottom portion of Insights shows each individual post, how many people it reached, how many people it engaged, how many people talked about it and the virality of the story.
  51. 51. Best Practices: Events • After inputting your event’s information, add a captivating picture to the event to make it more appealing. • After creating the event, an administrator of the Facebook page may invite his or her personal contacts to the event by clicking the “Who’s Invited” tab. Only invite people who might be interested in the event to reduce spam. • Once the event is created, write on the event Wall to keep people interested in the event and create engagement before the event. Share real-time updates of the event planning process to create excitement and buzz about the event. • Encourage sponsor participation by recognizing and tagging sponsors in Facebook posts so they may also share the event with their own followers.SourceAs of September 12, 2011http://mashable.com/2011/09/12/facebook-event-planning/
  52. 52. Best Practices: Campaigns• To create engagement beyond basic Wall posting, create campaigns centered around your brand that incentivize your fans to “Like” and interact with your page• Social good campaigns are ways to both increase the number of fans your page has, as well as contribute to the community.• Campaigns that include voting ensure return rates, and a competitive social atmosphere brings more users and clicks.
  53. 53. Best Practices: Campaigns• Applications to help create campaigns – Woobox- http://woobox.com/ • Offers Static HTML, Coupons, Sweepstakes, Polls, Group Deals and Rewards applications – Offerpop- http://offerpop.com/ • Offers Tug of War, Referral, Photo Contest, Fan Faves, Sign Up, Exclusive, Quiz, Fundraise, Video Contest, Deals and Look Book applications – Wildfire- http://www.wildfireapp.com/ • Offers Contest, Coupons, Trivia & Quizzes, Sweepstakes, Group Deals and Pick a Favorite applications
  54. 54. Best Practices: Facebook Ads• To create a Facebook ad, go to http://www.facebook.com/ads. Click on “Create an Ad.”• Choose your Destination for the brand page you want the ad to benefit.
  55. 55. Best Practices: Facebook Ads• Choose from either a Sponsored Stories ad or Facebook Ads. – A Sponsored Stories ad features a story about the viewer’s friends or a story about your Facebook page posts, which gives users a personal connection to the ad displayed. – The Facebook Ads promote a Facebook Page, Event, App or other destination on Facebook. Messages are customizable, and these ads also include personal connections by displaying relevant actions from the viewer’s friends based on the page.• Choose an eye-catching photo to display on the ad if you’re using Facebook Ads. The photo should have an aspect ratio of 4:3, and uploads must be less than 5 megabytes.• Choose who you want to target your ad towards. Pick the country, and choose specific states, cities or zip codes.• Targeting also includes age, sex, relationship status, education and work.
  56. 56. Best Practices: Facebook Ads• When targeting by Interest, choose whether to target by Precise Interests or Broad Category Targeting. – Precise Interest targeting causes ads to go to people who have shared those terms in their Facebook profiles. – Broad Category Targeting uses broad categories that are featured in people’s profiles.• To reach people who aren’t already a fan of your Facebook page, target accordingly. You may also target users who are already connected or not connected to certain pages, events or apps.• Determine your ad’s daily or lifetime budget.• Determine whether to pay for impressions (how many times your ad is seen) or by clicks (people clicking on the link within your ad.)
  57. 57. CASE STUDIES
  58. 58. Case Studies: Cable ONE Joiner Campaign• On November 8, 2011, Cable ONE’s Facebook page launched a social good joiner campaign in honor of Veterans Day• Three times a day, Cable ONE posted a story of a veteran related to the company—either a Cable ONE employee or someone related to a Cable ONE employee• For every new “Like” the page received during the campaign, Cable ONE donated $1 to the National Military Family Association, with a goal of raising $2,000 with 2,000 new “Like’s”
  59. 59. Case Studies: Cable ONE Joiner Campaign• To aid with promotion of the campaign, Cable ONE purchased $700 worth of Facebook ads during the campaign. The ads targeted those in areas Cable ONE served, who were not already connected with the Cable ONE page.• Cable ONE also redesigned its Facebook profile picture to reflect the campaign
  60. 60. Case Studies: Cable ONE Joiner Campaign• During the campaign, which lasted until November 16, 2011, the Cable ONE Facebook page nearly doubled its fan base, adding 1,870 new “Like’s” in only 9 days—a 3,496% increase from the previous week• During the campaign, the Cable ONE Facebook page had 122,641 post views, a 330% increase from the previous week, and 2,186 post feedback, a 1,582% increase from the previous week• Because of the amazing feedback from the campaign and engagement within the community, Cable ONE donated the full original $2,000 goal, with a $2,000 match from its parent company, resulting in a donation of $4,000 for the National Military Family Association
  61. 61. Case Studies: Cable ONE Joiner Campaign• Key Insights – Because the Facebook community is a social one, its members tend to embrace doing social good in the community. Brands who can afford donations in the community may use social good campaigns as a way to positive affect the community. – Joiner campaigns are inexpensive ways to organically attract new Facebook fans. The only costs associated with this campaign were the donation itself and the Facebook ads. – In order to optimize your reach and new fan attainments, target Facebook ads to Facebook users not already connected with your page.
  62. 62. Case Studies: Cable ONE Joiner Campaign• Key Insights – To add more awareness about your campaign, change your Facebook profile picture to an image that promotes the campaign. – When doing a social good campaign, genuineness is key. Making posts personally tied to people within the company or fans of your page will make Facebook users more invested in the campaign and more likely to share it with Facebook friends. – To make your social good campaign the most effective it can be, utilize real photos or videos in posts.
  63. 63. Case Studies: Budweiser’s Bud United Show Your True Colors• In 2010, in honor of the World Cup, Budweiser launched a Facebook campaign designed to “help Budweiser drinkers around the world get closer to the game”. Budweiser created a new Facebook page, Bud United, specifically for this campaign.• The “Paint Your Face” application allowed Facebook users to choose colors based on the World Cup team they supported and then have their profile picture image covered in those colors.• The campaign also featured fans from each of the 32 countries playing living in a reality TV-style house in South Africa, where they’d report back from to their country.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  64. 64. Case Studies: Budweiser’s Bud United Show Your True Colors • The campaign was launched globally and was created for multiple regions. • During the first days of the World Cup, 6 people per minute “Liked” the page, and 2.7 million people virtually painted their faces. • By the end of the campaign, more than 900,000 people clicked to “Like” the Bud United page.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  65. 65. Case Studies: Budweiser’s Bud United Show Your True Colors• In addition to print and TV ads in many markets, Budweiser also purchased both Premium Page Ads to appear on the Facebook homepage and Marketplace Ads to appear on users’ profile pages.• The Facebook ads targeted Facebook users who weren’t already fans of the Budweiser Facebook page and who had listed “sports” and “beer” as interests in their profile.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  66. 66. Case Studies: Budweiser’s Bud United Show Your True Colors• Key Insights – By creating a unique and fun application, Budweiser was able to keep its current fan base engaged with something new. – Budweiser, the official beer of the World Cup, chose a strong partner to extend its reach throughout the social sphere. People who already were connected to the World Cup but not to Budweiser were able to make a new connection to the beer brand. – The campaign had strong virality by creating a visual representation of participation in the campaign through the unique “face paint” colors displayed on users’ Facebook profiles. In this sense, the campaign was self- spreading. Source http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  67. 67. Case Studies: Budweiser’s Bud United Show Your True Colors• Key Insights – By creating multiple aspects to the campaign, including the fans reporting back from South Africa, Facebook users were enticed to stay up- to-date with the campaign and keep checking back in. – The fan reporting added a personalized aspect to the campaign and made Budweiser fans who couldn’t travel to South Africa for the World Cup still feel connected to the World Cup and Budweiser’s involvement with it. Source http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
  68. 68. Case Studies: Coca-Cola• Coca-Cola is currently the third most popular brand page on Facebook, after Facebook and YouTube.• Users who click on Coca-Cola’s Facebook page land on Coca-Cola’s Facebook Home tab. Users who don’t already “Like” the page are prompted to “Like” the page within the graphic.• The Home tab includes a charity initiative; links to Coca-Cola’s Twitter, YouTube and Flickr accounts; Facebook fan-generated photos of Coca-Cola; a video about the Coca-Cola Facebook page creators; and links to website components, including recycling information, a product list and an “Ask Coca-Cola” section.
  69. 69. Case Studies: Coca-Cola• Coca-Cola’s Facebook Page contains a House Rules section, which explains the correct protocol for posting on the Coca-Cola Facebook page and explains what kinds of materials may be monitored or removed.
  70. 70. Case Studies: Coca-Cola• Coca-Cola allows their Facebook fans to upload photos containing the Coca-Cola product and tag Coca-Cola in the photos.• Fans with especially creative photos are featured in the Home tab, in the “Fan Highlights” section.• Other photos on the page come from Coca-Cola- sponsored events.
  71. 71. Case Studies: Coca-Cola• Coca-Cola’s Videos section of its Facebook page is filled with diverse offerings, ranging from commercials, to campaigns for its World Wildlife Fund partnership, to live events featuring the Coca-Cola brand.• The Facebook page features hundreds of Coca-Cola videos.• Videos are not labeled with titles or tags, so users must click on each video to see what it’s about.
  72. 72. Case Studies: Coca-Cola• Coca-Cola let two of its biggest fans create its Facebook page. The duo now star in a variety of videos housed on the page, and their story gets its own tab on the page.
  73. 73. Case Studies: Coca-Cola• The Coca-Cola Facebook page has links to several other campaigns featured in its left-hand rail, including a donation center for the World Wildlife Fund, videos from the brand’s Where Will Happiness Strike Next? Project and an application that allows you to give a virtual Coke to a Facebook friend.
  74. 74. Case Studies: Coca-Cola• Key Insights – Coca-Cola’s Home tab has all the pertinent information a typical Facebook user/social media lover could want. – By positioning Coca-Cola’s social good campaign, a polar bear refuge initiative, at the top of the Home Tab, Coca-Cola shows its Facebook fans charity work and wildlife are important to the brand. – If your Facebook fan cares about your Facebook page and visits often, it’s likely that fan will also be interested in your brand’s other social media outlets, such as Twitter, YouTube and Flickr. Putting those links on your Facebook landing page helps all your outlets grow. – The Home tab includes fan-generated content, showing Coca-Cola values its fans’ creativity and passion about its brand. It also entices fans to submit their own content for consideration for placement on the Facebook page. – Coca-Cola may be the most well-known brand in the world, but it let two regular fans create its highly visible Facebook page. Once again, this shows Coca-Cola’s investment in its fans and loyalty to its customers.
  75. 75. Case Studies: Coca-Cola• Key Insights – Coca-Cola also features all its important website links. While the Facebook page does serve to drive traffic back to the website, Coca-Cola’s Facebook page also ensures all important information about its brand gets to customers who might not visit the official website. – Adding a House Rules section to your brand’s Facebook page ensures Facebook users foster a welcoming and positive social environment for other users and also protects the brand from customers who may be angry about removal of their posts from your Facebook page. – Creating Facebook applications to feature your brand’s campaigns makes Facebook fans spend more time on your Facebook page as well as learn more about activities your brand is participating in.
  76. 76. Case Studies: M&M’s Pretzel • In spring 2010, in honor of its new M&M’s Pretzel product, Mars Chocolate North America launched its biggest new product launch in a decade. • In April 2010, a month before the official launch of M&M’s Pretzel, Mars developed a Facebook application called the M&M’s Pretzel Vending machine. This application enabled 40,000 of the brand’s Facebook fans to sign up to receive a free sample of the product, provided on a first-come-first- served basis. • After fans signed up for the sample, they were able to invite two of their friends to also sign up for theSource sample.http://ads.ak.facebook.com/ads/FacebookAds/M&MS_CaseStudy.pdf
  77. 77. Case Studies: M&M’s Pretzel • Besides the free sample given out through Facebook, Mars launched an additional campaign that featured American Idol finalists singing inside a giant M&M’s during a live webcast. • The campaigns were also supported by M&M’s- themed videos.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/M&MS_CaseStudy.pdf
  78. 78. Case Studies: M&M’s Pretzel • Through Facebook, M&M’s distributed 120,000 samples within 48 hours. • During the campaign, the number of people connected to the M&M’s U.S.A. Facebook page increased to 9%. • After the campaign ended, chatter about M&M’s Pretzel continued on the M&M’s U.S.A. page.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/M&MS_CaseStudy.pdf
  79. 79. Case Studies: M&M’s Pretzel • Key Insights – Social sharing works. By allowing participants to invite their friends to also get a free sample, Mars created an effective campaign based on organic sharing, with people who genuinely enjoyed the product to spread the word and act as digital marketers themselves. – Freebies make Facebook users happy. Free goods given out as rewards for your Facebook fans makes them more loyal to your brand, both as consumers and in the social sphere. It’s also beneficial to reward Facebook fans because that shows them your brand values them and wants to give them an incentive to follow you on Facebook.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/M&MS_CaseStudy.pdf
  80. 80. Case Studies: M&M’s Pretzel • Key Insights – Launching multiple campaigns tied to one product makes Facebook fans return to your page to check in on what’s new. – Partnering with another well-known brand, such as American Idol in this campaign, can give your Facebook campaign an extra push and alert a new audience to your product. – Giving your product a personality, such as the talking M&M’s Pretzel, gives your campaign a unique voice that might make Facebook users more personally invested in the campaign.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/M&MS_CaseStudy.pdf
  81. 81. Case Studies: 1-800-Flowers.com Valentine’s Day • For Valentine’s Day 2011, 1-800-Flowers.com launched a Facebook Ads campaign with a Facebook Credits promotion to drive Valentine’s Day flower sales • Besides the paid campaigns, 1-800-Flowers.com integrated its products into Facebook, allowing Facebook fans to vote on their favorite arrangements. The application also displayed Facebook friends’ birthdays and offered gift suggestions for each friend with an upcoming birthday.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  82. 82. Case Studies: 1-800-Flowers.com Valentine’s Day • One Facebook Ad campaign run by 1- 800-Flowers.com offered Facebook fans 50 Facebook Credits (for Facebook games) as well as a 15 percent off code for Facebook fans. • Another Facebook Ad campaign run by 1-800-Flowers.com showed Facebook users friends who had interacted with the 1-800-Flowers.com Facebook page. • Another form of a Sponsored Stories ad by the page displayed Wall Posts by the 1-800-Flowers.com Facebook page.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  83. 83. Case Studies: 1-800-Flowers.com Valentine’s Day • 1-800-Flowers.com received 4,000 transactions through the Facebook Credits promotion. • The Valentine’s Day campaigns increased engagement with posts to its Wall by 250 percent. • The number of people who logged on to the 1- 800-Flowers.com site using their Facebook credentials increased by 400 percent.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  84. 84. Case Studies: 1-800-Flowers.com Valentine’s Day • Key Insights – Make your products social by using Facebook. Add Facebook “Like” buttons to products to allow your customers to give you direct feedback, while also sharing their opinion with their networks of friends. – Allow customers opportunities to purchase your products through your Facebook page. – Facebook Ad Sponsored Stories, according to 1-800- Flowers.com, offer a more personalized way of marketing because Facebook users are taking their own Facebook friends advice on purchase decisions.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  85. 85. Case Studies: 1-800-Flowers.com Valentine’s Day • Key Insights – Integrating a Facebook Ad campaign into an existing Facebook product, such as a game, shows off your product to a whole new audience and keeps Facebook fans engaged with your product. – Using Facebook fans’ input as a way to determine marketing initiatives makes those campaigns more effective.Sourcehttp://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
  86. 86. Case Studies: Old Spice• Old Spice currently has nearly 2 million Facebook fans• Users who click on the Old Spice Facebook page are directed to whatever current promotion the brand is running. Currently, users are directed to a video for Old Spice’s new Bear Deodorant Protector, which also includes a “Buy It” link that directs fans to Old Spice’s official website.
  87. 87. Case Studies: Old Spice• Old Spice allows fans to tag the brand in their photos and videos, which then are displayed on the Old Spice Facebook fan page.• The Videos section on the Facebook page contains commercials, fan-made videos and marketing videos. For all official Old Spice commercials, a link to the brand’s YouTube page is listed below in the caption section.
  88. 88. Case Studies: Old Spice• The Facebook Fan Page also links to the Old Spice store, with links to the Old Spice website; a link to download Old Spice-themed wallpapers; a link to nearly 100 short viral videos Old Spice has created for its marketing efforts; Old Spice- themed polls; and a customized wake-up call for women with a certain name.
  89. 89. Case Studies: Old Spice• Key Insights – To get people excited about your current campaign, feature that as a tab Facebook users land on when they log on to your page. – If your brand sells products, enable Facebook fans to click over to your website to purchase them. – Feature fan-made content on your Facebook page to encourage fans to interact with your page and aid in viral marketing efforts.
  90. 90. Case Studies: Old Spice• Key Insights – Add fun custom applications to your page to keep existing customers interested in your brand. – Display all your brand’s videos on your Facebook page, and link to the original site the videos came from to encourage Facebook fans to interact with your other social media sites. – Create an engaging brand personality, such as the Old Spice men, to act as infectious brand ambassadors that Facebook fans like and talk about. – Show your Facebook fans you value their opinions by creating Polls based on your products.
  91. 91. APPENDIX
  92. 92. Facebook Videos• Facebook Timeline- http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=channel_video_title (September 22, 2011)• Facebook Composer- http://www.youtube.com/watch?v=dES9_n7ou8w (August 22, 2011)• Facebook Profile- http://www.youtube.com/watch?v=a6Ca9V56BY0 (August 23, 2011)• Facebook Location- http://www.youtube.com/watch?v=CAEFhu1eZSA (August 22, 2011)• Facebook Home Page Tour- http://www.youtube.com/watch?v=kiqjLN9zL0g (February 10, 2010)• How Facebook Social Plugins Work- http://www.youtube.com/watch?v=qOseOMIHGpA&feature=relmfu (June 7, 2010)• How Advertising Works on Facebook- http://www.youtube.com/watch?v=4A227Cr_Iwc&feature=relmfu (July 14, 2010)• New Facebook Groups- http://www.youtube.com/watch?v=I6ud_SZARCs&feature=relmfu (October 6, 2010)
  93. 93. Citations• http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace- twitter/227569/• http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf• http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf• http://ads.ak.facebook.com/ads/FacebookAds/M&MS_CaseStudy.pdf• http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow- brands/?view=socialstudies• http://www.businessweek.com/technology/content/jan2011/tc2011016_998330. htm• http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/• http://www.facebook.com/note.php?note_id=401579870775• http://www.facebook.com/press/info.php?factsheet• http://www.facebook.com/press/info.php?timeline• http://fbforbusinessmarketing.com/2011/09/05/facebook-welcome-tab-why/• http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/• http://mashable.com/2011/12/14/eyetracking-facebook-brand- pages/?WT.mc_id=obinsite
  94. 94. Citations• http://mashable.com/2011/06/28/facebook-advertising-infographic/• http://mashable.com/2011/04/06/facebook-engagement-data/• http://mashable.com/2011/09/12/facebook-event-planning/• http://mashable.com/2011/10/21/facebook-infographic/• http://mashable.com/2011/08/29/facebook-marketing-restaurants/• http://mashable.com/2011/12/18/social-consumers-infographic/• http://www.morpace.com/Omnibus-Reports/Omnibus%20Report- Facebooks%20Impact%20on%20Retailers.pdf• http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank- Facebook-s-Quality-Score-for-Wall-Posts• http://www.socialbakers.com/facebook-apps-and-developers/• http://www.socialbakers.com/facebook-pages/• http://www.socialbakers.com/facebook-pages/brands/• http://www.socialbakers.com/facebook-pages/media/• http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited- 2011-statistics• http://techcrunch.com/2010/04/22/facebook-edgerank/