Big Brands & Facebook: Demographics, Case Studies & Best Practices

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  • 1.  
  • 2. Big Brands & Facebook: Demographics, Case Studies & Best Practices Charlene Li Vice President & Principal Analyst Forrester Research October 8, 2007
  • 3. Theme Facebook marketing requires communicating, not advertising
  • 4. Agenda
    • What are the demographics of Facebook users?
    • What are some best practices for brand marketing on Facebook?
  • 5. Facebook’s demographics
    • 60 million active users projected by end of 2007
      • Currently at 44 million active users
      • Half of current users return daily
    • Facebook also projects that 75% of worldwide users will be outside of college
    Source: Facebook
  • 6. A drill down of Facebook’s US demographics
    • 56.3% female
    • 58.4% have some college education
    • 14% are non-white
    • 34% work as professionals, executives, sales, education, or technical
      • 12% are full time students
    • 12% have children under 16
    Source: Nielsen//NetRatings
  • 7. Facebook’s international age distribution Source: Facebook internal data, September 2007
  • 8. Facebook users have “aged” over the past year Source: Nielsen//NetRatings Note: These number differ significantly from Facebook’s internal data, which has 35+ as 6% of all users worldwide in September 2007 Percent of US Facebook users in each age group
  • 9. Facebook demographics best practices
    • Anticipate that the demographics will change rapidly over the next 12-18 months
    • Adjust your marketing plans and plan for flexibility
    • Beware of relying on what worked yesterday, especially with fickle college students and newbie 35+ users
  • 10. Agenda
    • What are the demographics of Facebook users?
    • What are some best practices for brand marketing on Facebook?
  • 11. Microsoft handles IAB standard ad sales
  • 12. Targeting beyond demos
  • 13. Facebook’s News Feed Ads insert targeted messages 4-26% CTR for sponsored News Feed stories
  • 14. Facebook Flyers give self-service control
  • 15.  
  • 16. Theme Facebook marketing requires communicating, not advertising
  • 17. Sponsored Groups
    • Group page with customized navigation, look & feel
    • Usually includes a significant media buy to drive traffic to the sponsored group page
      • Display ads and flyers
      • Newsfeed targeting
    • Costs usually in the six figures for a three month engagement
    • Note that any company can set up a group for free
  • 18. Jeep treats social networks like another channel
  • 19. Misses a chance to create a unique community
  • 20. Victoria’s Secret also looks like an ad…
  • 21. But the community is highly engaged
  • 22. Crest White Strips case study Targeted 20 colleges Offered free concerts and movie screenings Live chat facilitate interactions Measured sales impact at nearby stores
  • 23. Ernst & Young engages in a conversation to recruit college students
  • 24. Sponsored Groups best practices
    • Understand how similar groups meet/don’t meet needs already
    • Create a unique experience that
    • Enable discussion board, The Wall, photos, etc.
    • Read and respond to comments
    • Be transparent about your role and perspective
  • 25. Why applications on Facebook are different
  • 26. Because I know Dave, his review has context
  • 27. My colleague Peter Kim shares travel
  • 28. Application best practices
    • Create useful apps that model what friends do naturally – share info, experiences, and laughs
    • Plan out how to make your app viral
    • Get feedback from users once you launch
  • 29. Recommendations
    • Facebook marketing is about communicating, not advertising – so act appropriately
    • Be a part of the Facebook experience
      • More like content than advertising
    • Tap into the reasons why friends share
    • Listen, learn, and be ready to make mistakes
  • 30. Wal-Mart keeps trying – kudos for effort
  • 31. Thank you Charlene Li +1 650/581-3833 [email_address] www.forrester.com blogs.forrester.com/charleneli