Ac! 10Facebook Marketing Reggie Bradford CEO & Founder Vitrue Inc.
Getting Your Facebook Message into the End Zone What’s Next DC January 24, 2011 Reggie Bradford CEO & Founder Vitrue vitrue.com
Who We Are Vitrue is the leading provider of social media messaging soIware to help brands harness the vast markeMng potenMal of: ®vitrue.com 2
Today’s Presentation Objectives• Overview of the social media landscape and markeMng opportunity Facebook provides • The role technology will play to broaden the potenMal for marketers to manage and message their fans• Share thoughts on where social media markeMng is heading ® vitrue.com 3
Growing Importance of Social Media A growing audience of ac/ve users •Global Mme spent on social media increased 82% from 2008 to 2009 (Nielsen, January 2010) • 90% of respondents trust the recommendaMons from a person they know (Nielsen, April 2009) • Facebook has over 500MM acMve users, with each having 130 friends on average (Facebook Sta7s7cs, 2010) Facebook Stats, Dec. 2010How this translates to a shi6 in marke/ng...• 52% of surveyed brand representaMves worldwide agree that social media provides an opportunity to reach new consumers, expanding their business. (eMarketer, Aug 2010)• A study of 1,000-‐plus marketers shows that 66% of those marketers will increase their budgets for social media spending (MediaPost, Feb 2010)•More than one million websites have integrated with the Facebook Pla_orm (Facebook Press Oﬃce, Oct 2010)vitrue.com 4
Marketing Channels Outbound Marketing Inbound Marketing Television Social Media Blogs Print Ads vs. Search Engine Radio/Broadcast Optimization Word of Mouth Direct Mailvitrue.com
Average Facebook Use • Users interact with over 900 million objects • Average user is connected to 80 community pages, groups and events • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month ® (Facebook Sta7s7cs, 2010)vitrue.com 6
Vitrue Scale • Over 400MM Facebook connecMons (aka Fans) served; • Spanning over 47 countries; • Created over 54,000 posts, with 30MM clicks, 400,000 shares and 1.8MM A/V plays, moderaMng over 1.5MM posts and over 22MM comments and likes; • Currently managing over 2,000 Pages across every major verMcal from CPG to consumer electronics to auto to QSR to beverage to retail; • Powerful, scaleable pla_orm built for the largest marketers and agencies on the globe; and • Industry-‐leading innovaMon year-‐over-‐year.vitrue.com 7
Messaging provides reach Content Added to a Tab Content Published to Wall On average, content that receives 1,000 page views on a Facebook Tab will receive 110,000 views when published to the Wall. That is a 110x (10,900%) increase in reach.vitrue.com 8
Messaging spans multiple platforms Vitrue products leverage existing APIs and user bases to allow brands to communicate with consumers any time, any place. On Social Networks Brands have increasing presence on social networks. On Branded Websites Over 1 million websites have integrated social plugins. On Mobile Devices Consumers “check-in” and receive messages.vitrue.com 9
Targeting OpMmize delivery of content by targeMng using Facebook’s Open Graph objects and Places Target the right people where they interact with your brand ®vitrue.com 13
Facebook Places Tap into your local market by messaging and targeting fan who are engaging with your brand at a local level ®vitrue.com 14
Facebook Deals Individual Deal One-time deals associated with a single check-in Friend Deal Deals for groups of people who check in together ®vitrue.com 15
Facebook Deals Loyalty Deal Deals for frequent customers, uses a punchcard to track the number of check ins Charity Deal Pledge to donate to a charity or organization with customer check-ins ®vitrue.com 16
Geotargeting • Target Facebook posts based on locaMon and/or language • Reach fans who are likely to be engaged by locaMon/language speciﬁc content • Create targeted posts without leaving the Publisher interfacevitrue.com 17
Importance of Open Graph• We have opMmized our product suite around the core concept of Social Media Hot concert in your town! Messaging.• “Open Graph” (Facebook) and “Places” (Facebook, foursquare, and Gowalla) features are creaMng a massive number of channels to which marketers can message.• The ability to segment fans and followers on social networks, then publish targeted, engaging, Mmely messages to those fans and followers will rapidly become a core competency for every consumer brand. vitrue.com 18
Extending Messaging to Mobile Devices• Allowing marketers to extend their social interacMons to mobile users of Facebook Places, Foursquare and Gowalla via the Social RelaMonship Management (SRM) pla_orm and will be a logical product upgrade for our many exisMng clients.• The pla_orm will allow a marketer to craI a simple, intuiMve call to acMon. Speciﬁcs can vary, but at its core the message will be: “Check in, get stuﬀ.” That message will be surfaced in brick-‐and-‐ mortar retail locaMons, via exisMng loyalty programs, etc.• Each check-‐in will generate a return message with a deal. That message also: -‐ Allows the user to share the deal with their friends -‐ Provides the marketer with a word of mouth endorsement, since check-‐ins are reported to the user’s news feed (Facebook users have an average of 130 friends each) vitrue.com 19
Managing Connections Across the Open Graphvitrue.com 20
Defining Target Audiences Once you acquire fans, learn what they like and where they are, you can further target your audience online. ®vitrue.com 21
for the latest trends, insights + product innovations... facebook.com/vitrue for more from Reggie @vitrue firstname.lastname@example.org @ReggieBradford youtube.com/vitrue vitrue.com/blog/feed ®vitrue.com 22
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