Conversations in the social graph
Word-of-Mouth Marketing University
Chris Pan
May 14, 2009

Facebook Mission:
Give people the power to share and make
the world more open and connected.

Go where the audience is – unique visitors
www.compete.com
Source: US traffic from compete.com

Go where the audience is often – visits
www.compete.com
Source: US traffic from compete.com

Who’s on Facebook?
• http://www.facebook.com/ads/create/
• Example: active FB users near NYC who like
Basketball = 81,000
• Active users = logged in past 30 days
• World = 200 million +
• US = 60 million +
• 50% of active users return everyday
• Logged on today:
• World = 100 million +
• US = 30 million +
• Footer of each Page:

Buzz-worthy topic – The Great Debate
Buzz-worth topic
Ideal timing
Ask for participation
Relevant exclusive content
www.facebook.com/vitaminwater

Promoting on Facebook – easy for audience to
participate – right from their homepage
See the ads live on your own homepage:
http://www.facebook.com/home.php?demo_ad=6002293186322&h=2fa37a64af
http://www.facebook.com/home.php?demo_ad=6002261159755&h=f7d5f48713

Promoting with other media to get more fans
(e.g., TV Commercial and print)

Get scale by using FB Pages + FB Ads
Microsite = Pages = Ads =
“The Farm” “Convenience Store: “Delivery Service”
Tens of thousands Hundreds of thousands Tens of millions

vitaminwater integration with Kobe’s Page
www.facebook.com/Kobe

Listen and tell a story
www.facebook.com/PapaJohns

Special fan offers
www.facebook.com/PapaJohns

Drive traffic to NBA’s official website and store
www.facebook.com/NBA

Feature NBA’s Sponsors: Sprite and HP
www.facebook.com/NBA

Convenience = More Engagement vs. Deeper Engagement
Wall posts get more engagement.
• 16,000 responses in the Wall post (from user’s homepage)
• 112 responses on
Discussions tab
www.facebook.com/Starbucks

VS Pink shares offers and stories with 1.2 million fans
www.facebook.com/VSPink

Red Bull shares content from sponsorships
www.facebook.com/RedBull

Red Bull integrated into Shaun White’s Page
www.facebook.com/ShaunWhite

“Best Profile Picture”
www.facebook.com/CHEETOS

Skittles audience (everyone) is on FB!
www.facebook.com/Skittles

People love humor
www.facebook.com/AflacDuck

NPR shares news on Facebook

Facebook Marketing Solutions: examples and tips
www.facebook.com/Marketing

Facebook for Influencers: examples and tips
www.facebook.com/Influencers

Official presence – 40k monthly US uniques
www.RogerFederer.com

1.1 million fans on FB; over 20k responses per post
1.1 million fans
Responses per post:
-22,000 responses
-17,000 responses
Shares Nike ad
www.facebook.com/Federer

Listen and recognize fans
www.facebook.com/VinDiesel

Tell a story – picture worth a thousand words
http://mashable.com/2009/05/12/vin-diesel-facebook/

Jet Li shares his work with One Foundation and new movies
www.facebook.com/JetLi

Non-Profits on Facebook
www.facebook.com/NonProfits

(RED) sharing latest events and news
www.facebook.com/JoinRed

World Wildlife Fund shares latest news
www.facebook.com/WorldWildLifeFund

WOMMA on Facebook
www.facebook.com/WOMMA