How the Big Brands do Facebook Marketing

How the Big Brands do Facebook Marketing Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb All Facebook af

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Presenters: @justinkistner and @allnick Hashtag: #amafb
http://bit.ly/amafb Social Media Evangelist Justin Kistner Nick O’Neill @Webtrends @justinkistner on Twitter @justinkistner on Facebook @AllFacebook (part of @SocialTimes) @allnick on Twitter @NickOneill on Facebook Founder

3rd era of the Web Search Volume Index - Google Trends Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Social media usage is exploding
3 out of 4 Americans use social technology*
2/3 of the global internet population visit social networks**
Social Media has overtaken porn as the #1 activity on the Web (more popular than email)***
And, it’s growing at 3X the rate of the overall Internet**
* Forrester, The Growth Of Social Technology Adoption, 2008 **Nielsen, Global Faces & Networked Places, 2009 ***http://www.reuters.com/article/technologyNews/idUSSP31943720080916 Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Shift from portals to social Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Facebook is the world’s most visited site vs vs * Compete.com comparing visits Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Facebook Sends More Traffic to News Sites than Google vs 4% 3% 2% 1% 01/2009 01/2010 07/2009 Upstream visits to news and media from Google News and Facebook from Hitwise Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Facebook is the world’s network Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

~500,000,000 Facebook Users Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

~5,000,000,000 Facebook Posts per Week Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Facebook’s largest demographic is 35-54 Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Facebook Marketing Basics Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Destination vs. Traffic Source Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb 6 hours per month Referrers more traffic than Google News Ads that link into Facebook have higher CTRs

Facebook Marketing Strategies Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb Monitoring Campaigns Relationships
Pages/Wall/Interactions
Groups
Native
Custom
Engagement
Customer service
Ambassadors

Native Campaigns Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb Video Events Fan Virtual Gift Poll Product Sample

Classic Marketing Campaign Funnel Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Facebook Marketing Campaign Cycle Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Earned
Owned
Paid

Earned
Owned
Paid
Pages
Ads
Apps
Plugin

Earned
Owned
Paid
Pages
Ads
Apps
Plugin
Conversions
Transactions

The Facebook Marketer’s Toolbox Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb Pages Ads Apps Plugins
Wall
Interactions
Updates
Events
Media
Self-serve
Ad rep
In app
Media buyers
Standalone
Tabs
Iframe
Permissions
Like
Login
Recommend
Activity streams
More

Facebook Campaigns
Contests
Sweepstakes
Virtual Gifts
Polls
Coupons
Quizzes
Product Samples
Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Facebook Advertising
Home Page
Video Comment
Event
Fan
Virtual Gift
Poll
Sampling
Standard
Rest-of-site

Facebook Fan Page
Wall
Comments
Likes
Info
Photos
Videos
Events
Polls
Discussion

Facebook Applications
Games
Stores
Campaigns
Customer Service
Landing Pages
Media Players
Services
Booking Engines

Facebook Social Plugins
Like Button
Recommendations
Login with Faces
Comments
Activity Feed
Like Box
Facepile
Live Stream

Facebook’s Top Brands Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Top brands are shifting their budgets From microsites to social From $20MM Superbowl ad to social Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

10 Biggest Brands On Facebook
Facebook
Starbucks
Twilight
South Park
Coca-Cola
Skittles
Oreo
Lost
Red Bull
Scrubs

5 Case Studies Of Brands
vitamin water
Marshalls - $5,000 Wardrobe Competition
Doritos Advergame
Bing – Farmville Promotion
Scion – tC Release Video

vitamin water New Beverage
vitamin water connect contest
$5,000 prize
Users voted on a flavor and selected “black cherry-lime”
Flavor tasted horrible but received plenty of coverage

Marshalls $5000 Wardrobe
Users become fans of Marshalls
TV Promotion used to drive users to page
Each week there is a video quiz
Completing quizzes earns keys
One key unlocks $1,000 prize each week

Doritos Advergame
Campaign uses Facebook Connect to customize a video game experience
Users need a bag code to gain access to the video
Huge promotion budget to create complex game
Users must log in with Facebook to access

Bing Farmville Promotion
Gained 400,000 fans with “Become a Fan” call to action button
Users received farm cash in exchange for fanning
No knowledge of amount spent but most likely $1 million+
Updates to those fans drove 20,000 click throughs on content

Scion tC Release
Video promotion that places user profile data in the video promotion
Displays friends information as well within the promotion
You can view the video at http://bit.ly/scionfb

Value of a Facebook Fan Source: http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
68% of Facebook Fans indicate they are very likely to recommend a product.
Facebook fans reported spending $71.84 more per year than non fans.
The most valuable fan in the survey was that of McDonald’s who presented an annual value to the organization of $508.16

Facebook Marketing Ecosystem Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

The Social Platform Management Market
Razorfish
Mr. Youth
Powered
Wildfire
Transpond
Social Amp
Context Optional
Involver
Vitrue
Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb Agencies Tools Platform Mgmt.
Full Service
Social Creative
Social Developer
App & Ad Management
Multi-Platform Support
Relationship Management
Campaign Management

Relationship Management
Multi-channel
Dashboards
Publishing tools
Moderation
Escalation
Audit trails
Social apps

Facebook Marketing Challenges Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Measuring Success
Many brands invest in awareness building, not just purchase conversion
Facebook ads can drive new fans as well as purchases, goals must be defined
Strategy depends on company’s aims, many have been experimental but social media budgets are expanding

Traditional “tagging” doesn’t work <javascript> <img> Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

No ad conversion tracking inside Facebook ? Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Scattered data sources Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Facebook’s analytics covers core Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb Wall Page Core API Insights

Webtrends tracks the platform v Ads Wall Page Core API Insights Webtrends Platform Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb A Custom Tabs & Apps

Platform Conversion Optimization Retargeting Awareness Subscription Engagement Volume Fans Page/Media Views Interactions Aggregate Demographics Influencers Conversions/Transactions Attribution Profile Data 2-3 Days Hours to Minutes Value Data Richness API Insights Facebook Data Value Pyramid Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

Advice Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

3 tips to get started Buy ads Create apps Measure success Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

3 things to avoid Viewing Facebook as a traffic source Doing nothing Privacy debacles Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

@justinkistner @allnick Questions? Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

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How the Big Brands do Facebook Marketing

by Webtrends on Jun 28, 2010

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How the Big Brands do Facebook Marketing — Presentation Transcript