Facebook Marketing Tips

The 5 Tools for Effective Facebook Marketing
Justin Kistner
Sr. Manager of Social Product Marketing

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.

Fortune 100 site traffic decreasing
Average percentage drop was 23.02%
68% of companies experienced negative growth in unique visits from 2009 – 2010[1]
[1] Unique visits were monitored between Nov 2009 – Nov 2010

FACEBOOK FANS
SITE VISITORS (MO.)
19,800,000 1,800,000
22,700,000 270,000
16,900,000 290,000
8,000,000 325,000

Website Integration
Pages
Ads
Apps
Analytics
Facebook’s Value Proposition

Visit Everyday
76%
50%
FANS ARE HARDCORE FACEBOOK USERS
Friend Network
310
130
Links Clicked
Fans
Avg. User
5.1
1

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

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

Like Button

Visually creates desire

Shares a link in the news feed

Discussion increases reach

Viral loop

And gives you fans to target ad offers

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

Fan Pages

Reaching fans with wall posts

2-3X
MOST CLICKED ON WALL POSTS
- Touching, emotional stories
- Provocative, passionate debates
1.5-2X
- Important sports wins
- Simple, easy questions

Updates have poor reach

Ads reach all fans
Target 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

Place Pages

Facebook Deals

Requires Check In

Unlocks a deal

Individual, loyalty, friend, & charity

Claimed deals become news feed posts

That link to your place page

Event Pages

Running Google Ads to Your Facebook Page

Social is demand generation

Search & Social

Ad Targeting to Increase Feedback

ECOMM IS HIGHLY SOCIAL
Sociability

State targeting makes little to no impact on CTR

Education level impacts CTR

Segmentation
Fan Targeting
Non-Fan
Targeting
Friend of Fan Targeting

Connection Targeting
1,352,530
10,401
people
people
Web 2.0
Web 2.0

.05%
COLD TARGETING VS. FANS
Avg. CTR of ads to non-fans
.35%
Avg. CTR of ads to fans

Competitive Targeting

Having fans improves ad performance

Image Selection

Ad Multiplication
Ad Copy
Images
Interest Targeting
Images
Ad Copy
Interest Targeting
Interest Targeting
Unique Ad Combos
Images
Ad Copy
Images
Ad Copy
Interest Targeting
Images
Ad Copy
Interest Targeting

Ad Burnout

Landing Page Choices
Facebook Assets
Website

Landing Page Choices
50%+
Facebook Assets
ROI & Satisfaction
Website

Facebook is a destination site

Engagement Apps

Commerce Apps

Social Commerce
Analysts project $30 billion in Facebook store commerce by 2015, from $0 last year

2-4%
Conversion Rates
17%
FACEBOOK COMMERCE
STATS
Social Engagement Rate
2:50
Avg. Time per Visit (50% growth Q1 2011)

Contests

Gamification

Extended Permissions

Busy Tabs Make Bad Landing Pages
Ads
2000 px
10 apps
too busy
Newsfeed
Posts
Using a single tab is like linking all Google Ads to your home page
Need targeted landing apps

Analytics

Earned Media
Display Ad Example
Vs.

Lead Value

Direct Coupon Redemption
Attribution can be tracked through the redemption of coupons that are exclusive to Facebook pages.

Geographic Split Testing

Facebook Insights

Page & Graph Data

App measurement

Questions?
@justinkistner

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Facebook Marketing Tips

by Webtrends on Jun 03, 2011

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Facebook Marketing Tips — Presentation Transcript