Complete Guide to Facebook Marketing

FEEDING THE BEAST
Taking advantage of Facebook’s new marketing opportunities

Focus on Facebook
Look at the rest of social when you’ve conquered Facebook

Facebook vs. rest of social

Facebook vs. rest of web

Facebook has the most ads

Two social marketing methods:
Community vs. Performance

Like search, social is splitting

Paid social will dominate
On demand
Directly measurable value
Scalable
Familiar to marketers

We’re in the 2nd of 4 stages of maturity

The 4 stages of social maturity
Acquire
Engage
Exchange
Optimize
Fans
People Talking About
Conversion
Lift

How does Facebook marketing work?

4 ways to leverage Facebook
Facebook campaigns
Facebook traffic
Cross-domain tracking
Site integration

Fan page is the hub
Without fans, Facebook is considerably less valuable

Visit Everyday
76%
50%
FANS ARE HARDCORE FACEBOOK USERS
Friend Network
310
130
Links Clicked
Fans
Avg. User
5.3
1

Existing customers
84%
FANS ARE CUSTOMERS
LOOKING FOR DEALS, NEWS & COMMUNITY
Want exclusive offers & benefits
83%
Buy more after becoming a fan
36%

75%
Brand Invite/Ad
59%
Friend
49%
Search
What drives people to fan?

http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
Over 60% of Facebook is 25-55+

The older we get, the more we click

New as of last month’s F8
Can target ads at other people’s app users

Use the Wall to build affinity and fans
Not for distributing corporate content or offers

The truth about wall posts

Posts are filtered by EdgeRank

Engagement = Reach

Engagement examples
339K fans
High
Low

Engagement examples
768K fans
High
Low

Engagement examples
1.4M fans
High
Low

2-3X
Touching, emotional stories
Provocative, passionate debates
.5-2X
1
Important sports wins
Simple, easy questions
Most clicked on wall posts

Then what value do posts have?
Reach and Engagement
Community and Fan Growth

Engagement brings fans
Total Fans
Engagement

75%
Brand Invite/Ad
59%
Friend
49%
Search
Friends are #2 reason to fan

Hoverstats & PSI

Use ads to drive value exchange
That’s what ads are for

Ads to fans is the new list marketing

Ads to fans is the new list marketing
No EdgeRank!

.05%
Avg. CTR of ads to non-fans
.35%
Avg. CTR of ads to fans
Cold targeting vs. fan targeting

Sociability Index

Education level impacts CTR

Ad Segmentation
Fan Targeting
Non-Fan
Targeting
Friend of Fan Targeting

Having fans improves ad performance

Ad Burnout

Images are the most important

Facebook Assets
Website
Landing page options

Facebook store fronts

Use Apps as landing pages
People like staying in Facebook

Tabs are here

Like
Ad
Ad
App
Post
Post
Tweet
Tweet
Email
Site
Email
Tabs make great landing pages

Avoid busy tabs

Ticker, Timeline, & OpenGraph
The newest opportunities on Facebook

Open Graph: Actions & Objects

Action analytics

Use Analytics to Optimize
Knowing what works is the only way to improve

Measuring Facebook
Facebook campaigns
Facebook traffic
Site integration

Like
Ad
Ad
App
Post
Post
Tweet
Tweet
Email
Site
Email

Measuring Apps

Measuring Apps
Any Analytics Provider

Measuring Apps
Look for solutions that:
Support Facebook parameters out of the box, or
Allow you to add custom variables to support them
Any Analytics Provider

Measuring Campaigns

Drivers
Landing Page
Conversion
Measuring Campaigns

Place campaign IDs at the end of your links. Use unique values for each ad.
Drivers
Landing Page
Conversion
Measuring Campaigns

Place campaign IDs at the end of your links. Use unique values for each post.
Measure the effectiveness of your posts using post level metrics
Drivers
Landing Page
Conversion
Measuring Campaigns

Iframes can’t see the campaign IDs in the referring link from an ad or a post, so you need a solution that supports passing app data.
Drivers
Landing Page
Conversion
Measuring Campaigns

Facebook is the only source for how many likes an ad delivers and they provide the data in their ad management tool as well as the ad API.
No other traffic source can be measured on how many likes it drove to the fan page.
Drivers
Landing Page
Conversion
Measuring Campaigns

Measuring traffic from Facebook to your website is standard analytics.
Facebook reports on organic shares in Facebook if you tag your website with their JavaScript.
Drivers
Landing Page
Conversion
Measuring Campaigns

Page Metrics
Tab Views
Tab Metrics
Site Referral
Facebook API
Tab Metrics
Site Referral
Facebook Parameters
Ad Conversions
Example Solutions

Measuring Facebook
Facebook campaigns
Facebook traffic
Site integration

Measuring traffic from Facebook to your website is standard analytics.
Facebook reports on organic shares in Facebook if you tag your website with their JavaScript.
Drivers
Landing Page
Conversion
Referral traffic

Organic shares

Measuring Facebook
Facebook campaigns
Facebook traffic
Site integration

Cross-domain cookies

Pass targeting data in site ads
Age
Gender
Geography
Language
Action target
Fan status
And more

Analyze site with Facebook data

Attribution modeling
Multi-touch
Navigational search

Measuring Facebook
Facebook campaigns
Facebook traffic
Site integration

Social plugins
Buttons
Boxes
Comments

Apps
Just like measuring apps on Facebook

Questions?
Thank you!

Complete Guide to Facebook Marketing

by Webtrends on Oct 13, 2011

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Complete Guide to Facebook Marketing — Presentation Transcript