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Transcript of "imc2 Facebook Primer"
1. P r i m e r : D r i v e b r a n D e n g a g e m e n t t h r o u g h fa c e b o o k Introduction Facebook is a social networking website co-founded by a few 20-something college students looking for a way to connect Harvard undergraduates online. It has since morphed into a social networking platform open to people 13 years of age and older—and in just a few short years has become the second most popular site in the world, according to Alexa1, with more active users than the entire population of Brazil. What is Facebook? Look, we all know what Facebook is, but there’s a distinct difference between your personal Facebook usage and brand marketing via Facebook. As you can imagine, with 300 million active users worldwide 2, the opportunities to connect with and engage consumers can be both exciting and a bit overwhelming. Unlike other social networking sites, Facebook is focused on improving communication and sharing among existing friends—not on increasing an individual’s number of friends. Thanks to its sophisticated authentication process, brands cannot misrepresent themselves as people, which allows for authentic, transparent relationships between brands and their fans. And with the ever-improving structure, PRIMER flexibility, and integration of Fan Pages, brands have incredible options for targeting and connecting with their consumers. How can marketers use Facebook? When considering a Facebook strategy, the primary value comes from striking a balance between deepening the relationship with existing fans while growing the overall fan base. While it’s good to have consumers “Fan” the brand’s profile, the real value comes from sustained engagement between the consumer and brand. These micro interactions spark the coveted “network effect” when fans interact with the brand and share that interaction via their News Feed, thus encouraging further interaction from their friends. Marketers can also find great value in Facebook through: • Data Mining/Targeting: Facebook members fill their pages with critical profiling information that the network’s algorithms can use to target ads to specific consumers. Users provide the details themselves, enabling precision of the targeting media that most other social networks lack. • Networking: Facebook is a community of friends. It is innate human nature to share opinions and referrals, and Facebook makes it simple and convenient through intuitive features and the automated News Feed. Specific marketing opportunities with Facebook include: • Fan Page: Similar to individual member pages, marketers can create distinct, customized profiles on Facebook’s website to represent their brands. Although a Fan Page is the first step in joining the Facebook community, without a sustainable engagement strategy, the size of the community will likely be limited. A Fan Page allows marketers to: Easily publish and share information with consumers via their News Feed Encourage sharing and advocacy or solicit feedback through polls, forums, and comments © 2009, imc2. All rights reserved.
2 P r i m e r : D r i v e b r a n D e n g a g e m e n t t h r o u f a c f a c eo k o k i m e r gh e b o bo P r Create a rich, engaging experience due to its highly customizable environment Aggregate content from other marketing elements, such as the brand website(s), blogs, YouTube, and Twitter Deliver greater value to fans with exclusive offers and content PRIMER • Social Ads: These ads invite Facebook users to interact with a brand by becoming a fan, watching videos, taking a poll, and more. With sophisticated targeting options based on deep imc2 user profile data, marketers can reach and potentially influence thousands of individuals because these interactions show up on users’ News Feeds. In addition to standard tile ad units, there are several advertising options for brands to engage consumers on Facebook: Video Comment Engagement Ad: Play video and comment © AllFacebook.com Event Engagement Ad: RSVP and comment about the event © AllFacebook.com Fan Engagement Ad: Instantly “Become a Fan” of the brand Virtual Gift Engagement Ad: Give a gift to friends and include a message Poll Engagement Ad: Answer a poll and see how others voted © 2009, imc2. All rights reserved.
3 P r i m e r : D r i v e b r a n D e n g a g e m e n t t h r o u f a c f a c eo k o k i m e r gh e b o bo P r • Fan Box: This option allows marketers to bring their Facebook presence to their brand website. Depending on the available space and desired depth of information and interaction, brands can choose to add the following: PRIMER ‘Become a Fan’ button ‘Become a Fan’ button, plus a sampling of the brand’s fans ‘Become a Fan’ button, plus a feed of fan posts and comments imc2 All of the above • Applications: Brands can also use Facebook’s platform to build stand-alone applications or widgets on a brand’s Facebook Page. Because the platform is open source, there are few limits to what can be built, though the focus should be on driving community interactivity and engagement with the brand. • Facebook Connect: The possibilities for leveraging Facebook Connect are practically limitless and range from simple ‘Share’ functionality to advanced features such as socially contextual content, which is based on what users’ friends are doing. In a nutshell, Facebook Connect allows users to easily use their Facebook profile information within a brand’s website, and in return, brands are given select access to a user’s personal information, network, and stream, ultimately allowing brands to inspire social sharing, comments, reviews, and traffic on their site(s). • Reporting dashboard: As an added bonus for marketers, Facebook offers an enhanced reporting dashboard for Fan Pages that includes fan demographic and engagement data at no charge. This dashboard allows brands to monitor, measure, and optimize their branded Facebook efforts. What are the numbers? The following numbers are based on Facebook’s September 2009 statistics unless otherwise noted: • 300 million active users made at least one visit in the past 30 days. • More than 50 million users log on daily. • Users average 130 Facebook friends. • Demographics: Women outnumber men 1.35 to 1 (Source: “Women Flocking to Facebook: Female/ Male Ratio Hits New High”). Age Breakdown: • 13-17: 10% • 18-25: 29% • 26-34: 24% • 35-44: 19% • 45+: 18% • 35+ is the fastest growing age demographic. © 2009, imc2. All rights reserved.
4 P r i m e r : D r i v e b r a n D e n g a g e m e n t t h r o u f a c f a c eo k o k i m e r gh e b o bo P r • More than 10 million users become fans of pages each day. • More than 2 billion pieces of content (Web links, news stories, blog posts, notes, photos, etc.) are shared each week. PRIMER • In the U.S., according to Compete.com, Facebook is the number 3 site overall, by unique visitors and the No. 1 social networking site, by monthly visits. Worldwide, Facebook ranks number 2 imc2 by unique visitors according to Alexa.com. • The top Fan Page overall belongs to Michael Jackson, with nearly 10 million fans (Source: AllFacebook.com). • The top Fan Page belonging to a brand is Starbucks, with over 3.8 million fans; The Coca-Cola Company is just behind with over 3.6 million fans; and Nutella takes the number 3 spot with 3.2 million fans. (Source: AllFacebook.com). What is already being done? Fan Pages and Applications are the two Facebook marketing options that have delivered the most value for brands to date. There are plenty of brands out there who have a brand page and “talk” to their fans via the page, but there are a few who have gone above and beyond to create an effective presence on Facebook: • Target, which normally donates $1 million per month to charity, created the custom Charity Challenge tab on its Fan Page to allow its Facebook fans to vote on which charity would receive the retailer’s $250,000 weekly donation. Not only did this effort encourage interaction with its fans, but it also encouraged the nominated charities to drive their fans to Target’s Facebook page to vote. © InsideFacebook.com © 2009, imc2. All rights reserved.
5 P r i m e r : D r i v e b r a n D e n g a g e m e n t t h r o u f a c f a c eo k o k i m e r gh e b o bo P r • Recognizing that its products are the center of many social occasions, Pizza Hut launched an application that allows its fans to order without leaving Facebook. The app is integrated within the Fan Page allowing Pizza Hut’s fans to both conveniently access the app and interact with the brand. PRIMER imc2 • In order to increase awareness and drive new product trial, Starbucks created its “Starbucks’ Free Ice Cream” application. The app allowed fans to send a free pint of ice cream to a friend, then offered the sender a coupon in return. The application stands out as an offering that was rich, compelling, and exclusive to Facebook fans. What are the possibilities? Compared to other options in the typical digital marketing ‘tool kit,’ Facebook is a valuable, relatively inexpensive way for brands to not only engage their customers, but also to monitor the volume of conversation and perception of their brands. Brands that don’t put any marketing dollars behind promoting their Facebook pages will probably get the same return on investment, but it doesn’t take much to see big results. © 2009, imc2. All rights reserved.
6 P r i m e r : D r i v e b r a n D e n g a g e m e n t t h r o u f a c f a c eo k o k i m e r gh e b o bo P r According to an article from InsideFacebook.com “Nielsen Deal Part of Facebook’s Ad Momentum,” P&G’s Secret deodorant brand decided to dive headfirst into Facebook by promoting its Fan Page with various social ads within Facebook. The results were amazing with fans increasing from 1,500 to over 220,000 is just five days—that’s a 14,000 percent increase! PRIMER In addition to increasing its Facebook fan base, Secret also saw purchase intent increase 33 percent in its target demographic. It now has an active community of “hand raisers” who are open to imc2 conversing with the brand. Most brands have adopted some level of social media engagement, whether they offer options to share content from a website or email or have a branded presence on social network sites such as Facebook. Recognizing that its target consumer is hyperactive on social networks like Facebook, TAG Body Spray decided to deeply integrate its social media activity with its website by showcasing the brand’s various social presences front and center on its homepage and throughout the website. What are the challenges? If Facebook can continue its incredible growth trajectory and seamlessly integrate its Engagement Ads’ functionality, the advertising possibilities for marketers are vast. Since Engagement Ads allow users to either share with their friends or see how their friends interacted, the reach and viral possibilities are virtually unlimited. One of the most obvious challenges of having a Facebook presence is the simple nature of social media—that it takes some control away from the brand. Aside from this issue, here are a few other challenges facing marketers: • Resources: Many marketing teams are spread thin as it is. For some, it can be difficult to imagine how a brand can also manage a Facebook presence requiring it to monitor comments/questions, publish updates, and manage general interaction with fans. • Relevance: It can be difficult to determine the best opportunity for a brand on Facebook. “Why would people want to interact with [my brand]? What is the best way to engage my audience?” • Detractors: Depending on the brand, this may or may not be a considerable challenge. Although people can post negative things about the brand, brands must establish a clear policy regarding what is and isn’t appropriate and monitor the page appropriately. What should marketers be thinking about? Marketers must first ask, “Why would my consumer want to have a relationship with my brand?” They should offer something of value that aligns with their brand’s purpose. When incorporating social media into the framework of an overall marketing strategy, there are three key steps for best practice: • Listen: Start by sitting back and listening to what people are saying about your brand. Think about how a person might strike up a conversation at a party. Most likely one would listen to what’s already being said before joining the conversation. • Participate: Once you’ve gotten a feel for the conversation around it, it’s a good time to begin a dialogue with fans/consumers. Authenticity, transparency, and timing are key ingredients to a successful relationship. © 2009, imc2. All rights reserved.
7 P r i mr ir : eD r i D r i v r abn D n D g a g e m e n te nh rto u g h g a cfe bc eo o o k P e m r: ve be ra en engagem t t hrou fh a o bk • Advance: Your brand has its fans. It has a better understanding of how to interact with them. Now it’s time to take the relationship to the next level by offering something of “value.” Value is subjective, so make sure to leverage the insights from your ongoing listening and participation work to offer something relevant and desirable to your consumers. PRIMER Anything Else? Facebook is a social network, not an advertising platform. Marketers should embrace the key imc2 attributes that create a valuable peer network and incorporate them into their presence. As a result, members will reward marketers by interacting with their brand, both directly and indirectly, promoting the brand to their network of friends. If, however, marketers attempt to force their way into the network, they will likely be ignored, shunned, or worse. It’s easy for friends to share information with their friends and their friends’ friends—and complaints travel just as quickly as kudos. 1 http://www.alexa.com/topsites (as of October 2009) 2 http://www.facebook.com/search/?q=mark+zuckerberg&init=quick#/markzuckerberg?ref=search &sid=1243413804.998771791..1 Please contact us for more information or visit imc2.com. Dallas new York city Philadelphia 12404 Park Central Drive, Suite 400 622 Third Avenue, 11th Floor 1100 E. Hector Street, Suite 100 Dallas, Texas 75251 New York, New York 10017 Conshohocken, Pennsylvania 19428 214.224.1000 212.430.3200 610.729.1310 © 2009, imc2. All rights reserved.