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The 5 Tools for EffectiveFacebook MarketingJustin KistnerSr. Manager of Social Product MarketingDan ZarrellaSocial Media S...
Social Is The #1 Online Activity• Social media is not only the  most popular activity online, it  grew the most at 48% gro...
Fortune 100 site traffic decreasing                                             Yearly change in Unique Visits – Fortune 1...
FACEBOOK FANS                  SITE VISITORS (MO.)19,800,000                          1,800,00022,700,000                 ...
@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
Facebook’s Value Proposition      Website Integration            Pages             Ads            Apps          Analytics ...
Visit Everyday                                                     76%                                           50% FANS ...
Existing customers                    84%                   Want exclusive offers & benefits   FANS ARECUSTOMERS          ...
Site@justinkistner @danzarrella #5tools
Like Button@justinkistner @danzarrella #5tools
Visually creates desire   @justinkistner @danzarrella #5tools
Shares a link in the news feed      @justinkistner @danzarrella #5tools
Discussion increases reach     @justinkistner @danzarrella #5tools
Viral loop@justinkistner @danzarrella #5tools
And gives you fans to target ad offers          @justinkistner @danzarrella #5tools
Pages@justinkistner @danzarrella #5tools
What drives people to fan?   Brand Invite/Ad                          75%   Friend                        59%   Search    ...
Fan Pages@justinkistner @danzarrella #5tools
Reaching fans with wall posts                     EdgeRank filtered      @justinkistner @danzarrella #5tools
MOST                      2-3X                      - Touching, emotional stories                      - Provocative, pass...
Updates have poor reach                                         Where fan                                         messages...
Ads reach all fansTarget fans     • Paid delivery like email     • Deploying an app and not notifying fans is       like l...
Place Pages@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
Facebook Deals@justinkistner @danzarrella #5tools
Requires Check In @justinkistner @danzarrella #5tools
Unlocks a deal@justinkistner @danzarrella #5tools
Individual, loyalty, friend, & charity          @justinkistner @danzarrella #5tools
Claimed deals become news feed posts          @justinkistner @danzarrella #5tools
That link to your place page      @justinkistner @danzarrella #5tools
Event Pages@justinkistner @danzarrella #5tools
Ads@justinkistner @danzarrella #5tools
Running Google Ads to Your Facebook Page         @justinkistner @danzarrella #5tools
Social is demand generation      @justinkistner @danzarrella #5tools
Search & Social@justinkistner @danzarrella #5tools
Ad Targeting to Increase Feedback    Ads                          Feedback    Fans                   Visibility    @justin...
@justinkistner @danzarrella #5tools
ECOMM IS HIGHLY SOCIAL       Sociability     @justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
State targeting makes little to no         impact on CTR         @justinkistner @danzarrella #5tools
Education level impacts CTR      @justinkistner @danzarrella #5tools
Segmentation  FanTargeting   Non-Fan   Targeting     Friend of        Fan     Targeting            @justinkistner @danzarr...
Connection Targeting10,401     people                                    1,352,530   people Web 2.0                       ...
COLDTARGETING                       .05%                         Avg. CTR of ads to non-fans  VS. FANS                    ...
Competitive Targeting@justinkistner @danzarrella #5tools
Having fans improves ad performance          @justinkistner @danzarrella #5tools
Image Selection@justinkistner @danzarrella #5tools
Ads@justinkistner @danzarrella #5tools
Ad Multiplication                                     InterestImages   Ad Copy                                    Targetin...
Ad Burnout@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
Apps@justinkistner @danzarrella #5tools
Landing Page Choices                              Facebook Assets                              Website   @justinkistner @d...
Landing Page Choices50%+                               Facebook AssetsROI & Satisfaction                                  ...
Facebook is a destination site        @justinkistner @danzarrella #5tools
Engagement Apps@justinkistner @danzarrella #5tools
Commerce Apps@justinkistner @danzarrella #5tools
Social Commerce• Analysts project $30 billion in Facebook store  commerce by 2015, from $0 last year                 @just...
2-4%       Conversion RatesFACEBOOKCOMMERCE    STATS                      17%   Social Engagement Rate                    ...
Contests@justinkistner @danzarrella #5tools
Gamification@justinkistner @danzarrella #5tools
Extended Permissions  @justinkistner @danzarrella #5tools
Busy Tabs Make Bad Landing Pages             Ads                                                         2000 pxNewsfeed  ...
Analytics@justinkistner @danzarrella #5tools
Earned Media Display Ad  Example           Vs.@justinkistner @danzarrella #5tools
Lead Value@justinkistner @danzarrella #5tools
Direct Coupon RedemptionAttribution can be tracked through the redemption of coupons that areexclusive to Facebook pages. ...
Geographic Split Testing    @justinkistner @danzarrella #5tools
Facebook Insights@justinkistner @danzarrella #5tools
Page &                                      Graph Data@justinkistner @danzarrella #5tools
App measurement @justinkistner @danzarrella #5tools
Questions?      @justinkistner      @danzarrella@justinkistner @danzarrella #5tools
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5 Tools For Effective Facebook Marketing

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Tools on Facebook plus interesting theories on a schism between earned and paid media.

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Transcript of "5 Tools For Effective Facebook Marketing"

  1. 1. The 5 Tools for EffectiveFacebook MarketingJustin KistnerSr. Manager of Social Product MarketingDan ZarrellaSocial Media Scientist @justinkistner @danzarrella #5tools
  2. 2. Social Is The #1 Online Activity• Social media is not only the most popular activity online, it grew the most at 48% growth over last year.• Social media was the most popular activity last year. It also grew the most last year tripling in time spent over 2008.• Users spend 4 times as much time on social networks than they do email.• Users spend a 1/3 less time on email this year than they did last year. @justinkistner @danzarrella #5tools
  3. 3. Fortune 100 site traffic decreasing Yearly change in Unique Visits – Fortune 100 (2009-2010) 150.00% Cisco systems (139%) 100.00% 50.00% 0.00% -50.00% Phillip Morris (-76.3%) -100.00%• Average percentage drop was 23.02%• 68% of companies experienced negative growth in unique visits from 2009 –[1] Unique visits [1] monitored between Nov 2009 – Nov 2010 2010 were @justinkistner @danzarrella #5tools
  4. 4. FACEBOOK FANS SITE VISITORS (MO.)19,800,000 1,800,00022,700,000 270,00016,900,000 290,0008,000,000 325,000 @justinkistner @danzarrella #5tools
  5. 5. @justinkistner @danzarrella #5tools
  6. 6. @justinkistner @danzarrella #5tools
  7. 7. @justinkistner @danzarrella #5tools
  8. 8. Facebook’s Value Proposition Website Integration Pages Ads Apps Analytics @justinkistner @danzarrella #5tools
  9. 9. Visit Everyday 76% 50% FANS ARE Friend Network 310HARDCOREFACEBOOK 130 USERS Links ClickedFans Avg. User 5.1 1 @justinkistner @danzarrella #5tools
  10. 10. Existing customers 84% Want exclusive offers & benefits FANS ARECUSTOMERS 83% LOOKING FOR DEALS, Buy more after becoming a fan NEWS & 36%COMMUNITY @justinkistner @danzarrella #5tools
  11. 11. Site@justinkistner @danzarrella #5tools
  12. 12. Like Button@justinkistner @danzarrella #5tools
  13. 13. Visually creates desire @justinkistner @danzarrella #5tools
  14. 14. Shares a link in the news feed @justinkistner @danzarrella #5tools
  15. 15. Discussion increases reach @justinkistner @danzarrella #5tools
  16. 16. Viral loop@justinkistner @danzarrella #5tools
  17. 17. And gives you fans to target ad offers @justinkistner @danzarrella #5tools
  18. 18. Pages@justinkistner @danzarrella #5tools
  19. 19. What drives people to fan? Brand Invite/Ad 75% Friend 59% Search 49% @justinkistner @danzarrella #5tools
  20. 20. Fan Pages@justinkistner @danzarrella #5tools
  21. 21. Reaching fans with wall posts EdgeRank filtered @justinkistner @danzarrella #5tools
  22. 22. MOST 2-3X - Touching, emotional stories - Provocative, passionate debatesCLICKED ONWALL POSTS 1.5-2X - Important sports wins - Simple, easy questions @justinkistner @danzarrella #5tools
  23. 23. Updates have poor reach Where fan messages go to dieYou try toreach fansby mail @justinkistner @danzarrella #5tools
  24. 24. Ads reach all fansTarget fans • Paid delivery like email • Deploying an app and not notifying fans is like launching the landing page for an email campaign but never sending the email @justinkistner @danzarrella #5tools
  25. 25. Place Pages@justinkistner @danzarrella #5tools
  26. 26. @justinkistner @danzarrella #5tools
  27. 27. Facebook Deals@justinkistner @danzarrella #5tools
  28. 28. Requires Check In @justinkistner @danzarrella #5tools
  29. 29. Unlocks a deal@justinkistner @danzarrella #5tools
  30. 30. Individual, loyalty, friend, & charity @justinkistner @danzarrella #5tools
  31. 31. Claimed deals become news feed posts @justinkistner @danzarrella #5tools
  32. 32. That link to your place page @justinkistner @danzarrella #5tools
  33. 33. Event Pages@justinkistner @danzarrella #5tools
  34. 34. Ads@justinkistner @danzarrella #5tools
  35. 35. Running Google Ads to Your Facebook Page @justinkistner @danzarrella #5tools
  36. 36. Social is demand generation @justinkistner @danzarrella #5tools
  37. 37. Search & Social@justinkistner @danzarrella #5tools
  38. 38. Ad Targeting to Increase Feedback Ads Feedback Fans Visibility @justinkistner @danzarrella #5tools
  39. 39. @justinkistner @danzarrella #5tools
  40. 40. ECOMM IS HIGHLY SOCIAL Sociability @justinkistner @danzarrella #5tools
  41. 41. @justinkistner @danzarrella #5tools
  42. 42. State targeting makes little to no impact on CTR @justinkistner @danzarrella #5tools
  43. 43. Education level impacts CTR @justinkistner @danzarrella #5tools
  44. 44. Segmentation FanTargeting Non-Fan Targeting Friend of Fan Targeting @justinkistner @danzarrella #5tools
  45. 45. Connection Targeting10,401 people 1,352,530 people Web 2.0 Web 2.0 @justinkistner @danzarrella #5tools
  46. 46. COLDTARGETING .05% Avg. CTR of ads to non-fans VS. FANS .35% Avg. CTR of ads to fans @justinkistner @danzarrella #5tools
  47. 47. Competitive Targeting@justinkistner @danzarrella #5tools
  48. 48. Having fans improves ad performance @justinkistner @danzarrella #5tools
  49. 49. Image Selection@justinkistner @danzarrella #5tools
  50. 50. Ads@justinkistner @danzarrella #5tools
  51. 51. Ad Multiplication InterestImages Ad Copy Targeting InterestImages Ad Copy Targeting Interest Unique AdImages Ad Copy Targeting Combos InterestImages Ad Copy Targeting InterestImages Ad Copy Targeting @justinkistner @danzarrella #5tools
  52. 52. Ad Burnout@justinkistner @danzarrella #5tools
  53. 53. @justinkistner @danzarrella #5tools
  54. 54. @justinkistner @danzarrella #5tools
  55. 55. Apps@justinkistner @danzarrella #5tools
  56. 56. Landing Page Choices Facebook Assets Website @justinkistner @danzarrella #5tools
  57. 57. Landing Page Choices50%+ Facebook AssetsROI & Satisfaction Website @justinkistner @danzarrella #5tools
  58. 58. Facebook is a destination site @justinkistner @danzarrella #5tools
  59. 59. Engagement Apps@justinkistner @danzarrella #5tools
  60. 60. Commerce Apps@justinkistner @danzarrella #5tools
  61. 61. Social Commerce• Analysts project $30 billion in Facebook store commerce by 2015, from $0 last year @justinkistner @danzarrella #5tools
  62. 62. 2-4% Conversion RatesFACEBOOKCOMMERCE STATS 17% Social Engagement Rate 2:50 Avg. Time per Visit (50% growth Q1 20 @justinkistner @danzarrella #5tools
  63. 63. Contests@justinkistner @danzarrella #5tools
  64. 64. Gamification@justinkistner @danzarrella #5tools
  65. 65. Extended Permissions @justinkistner @danzarrella #5tools
  66. 66. Busy Tabs Make Bad Landing Pages Ads 2000 pxNewsfeed 10 appsPosts too busy• Using a single tab is like linking all Google Ads to your home page• Need targeted landing apps @justinkistner @danzarrella #5tools
  67. 67. Analytics@justinkistner @danzarrella #5tools
  68. 68. Earned Media Display Ad Example Vs.@justinkistner @danzarrella #5tools
  69. 69. Lead Value@justinkistner @danzarrella #5tools
  70. 70. Direct Coupon RedemptionAttribution can be tracked through the redemption of coupons that areexclusive to Facebook pages. @justinkistner @danzarrella #5tools
  71. 71. Geographic Split Testing @justinkistner @danzarrella #5tools
  72. 72. Facebook Insights@justinkistner @danzarrella #5tools
  73. 73. Page & Graph Data@justinkistner @danzarrella #5tools
  74. 74. App measurement @justinkistner @danzarrella #5tools
  75. 75. Questions? @justinkistner @danzarrella@justinkistner @danzarrella #5tools
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