Your Facebook Strategy: Opportunities of a Ready-Made Platform

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  • + guestecea8296 guestecea8296 8 months ago
    Cool cool Jeremiah

    facebok
  • + ValdedmirJReis Valdemir Jose dos Reis 8 months ago
    Tenha uma ótima semana!
    AS DEZ LIÇÕES DO MAIOR VENDEDOR DO MUNDO
    1) Hoje começo uma vida nova. Formarei bons hábitos e me tornarei escravo deles.
    2) Amarei todos os comportamentos dos homens, pois cada um tem qualidades a serem admiradas, mesmo se estiverem ocultas.
    3) Persistirei até alcançar o êxito. Jamais aceitarei a derrota e retirarei de meu vocabulário palavras como desistir, não posso, incapaz, impossível, fora de cogitação, improvável, fracasso, impraticável, sem esperança e recuo, pois são palavras e expressões de tolos. O êxito de ontem não se transformará em complacência hoje, uma grande razão de fracasso.
    4) Concentrarei minha energia no desafio do momento. Os problemas caseiros serão deixados em casa. Os problemas da feira serão deixados na feira.
    5) Viverei hoje como se fosse meu último dia. Não desperdiçarei um momento sequer velando os infortúnios ou as derrotas de ontem. Cada minuto de hoje será mais frutífero em relação ao dia de ontem.
    6) Serei dono de minhas ações. O fraco deixa seus pensamentos controlarem suas ações. Os fortes forçam suas ações a controlarem seus pensamentos.
    7) Cultivarei o hábito de rir. Nenhuma criatura viva ri, à exceção do homem. Na adversidade, para manter minha vida em equilíbrio, ensaiarei as palavras “Isto também passará”, ensinadas pelos antigos. Jamais trabalharei para ser feliz, mas, sobretudo, para permanecer ocupado e não ser triste.
    8) Estabelecerei objetivos para cada dia, cada semana, cada mês, cada ano e para minha vida. Ao fixar meus objetivos, pensarei em meu melhor desempenho. Superar os feitos dos outros é importante; superar meus próprios feitos é tudo.
    9) Agirei agora. Não evitarei as tarefas de hoje e não as deixarei para amanhã. Para vencer o medo, devo sempre agir sem hesitação.
    10) Eu suplicarei, mas apenas pedidos de orientação. Jamais suplicarei pelas coisas materiais do mundo ou dádivas de ouro, amor, saúde, vitórias, fama, êxito ou felicidade.
    Baseadas no resumo de Carlos Janssen R. de Souza do livro “O maior vendedor do mundo”, de Og Mandino (Vendamais, Curitiba: Editora Quantum, jun.2004, p. 40).
    Me chama Valdemir e sou Consultor e Empreendedor em Marketing de Insentivos
    (61) 8441-5153 / 3385-0041 / 3385-4463
    Cadastre-se neste site: http://www.afiliadosclubecell.com/?8705
    Valdemir José dos Reis Fones: (61) 8441-5153 / 3385-0041 / 3385-4463
    Skype valdemirjreis
    http://groups.yahoo.com/group/negocioscerto.
    http://www.sonico.com/ValdemirReis
    Obrigado e sucessos pra todos, e fiquem com Deus.
    Gama - DF - Brasília
  • + bernardes Andre Luiz Bernardes 9 months ago
    Know-me in: http://al-bernardes.sites.uol.com.br/

    My Brand in:
    http://www.slideshare.net/bernardes/coke-presentation-937942
  • + guestcb3417 guestcb3417 10 months ago
    دردشة
    شات
    منتديات

    دليل دردشة

    شات خليجي
  • + Leminh Le Thang 2 years ago
    Tks for sahring
  • + Balage07 Balazs Szele 2 years ago
    That’s a very good presentation! It covers everything what one has to know about Facebook in general. I share your opinion and I find this presentation a good promotion of Facebook.
  • + marksilva Mark Silva 2 years ago
    Jeremiah, with 6-months under the belt, what changes? How is FB tracking vs Myspace per slide suggesting overtaking by '09--I’ve seen some stats that suggest they could already be there? Look forward to the updated version. Cheers! silva
  • + chinarut Chinarut Ruangchotvit 2 years ago
    initial slides are very basic if you are already familiar with facebook - good slides towards the end discussing points to consider in designing your strategy.
  • + thanasic thanasic 2 years ago
    Very good stuff, thanks a lot Jeremiah
  • + fjgaylor Joe Gaylor 2 years ago
    Thanks for sharing this Jeremiah

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Your Facebook Strategy: Opportunities of a Ready-Made Platform - Presentation Transcript

  1.  
  2. Jeremiah Owyang Senior Analyst, Social Computing Dec 5, 2007 Keynote Presentation for Web Community Forum Facebook Offers a Ready-Made Marketing Platform
  3. Theme Facebook, a ready-made Marketing platform, offers a vast toolset (with challenges) but brands must first develop a strategy
  4. Agenda –
    • Why Facebook?
    • Facebook offers a bevy of opportunities
    • Challenges of Facebook Platform
    • Develop a Strategy
  5. Why Facebook
    • Rapid Adoption and Demographics
  6. Timeline Launch: Harvard/College Only Open to Public 2004 2005 2006 2007 2008 Application Platform Pages and Social Ads
  7. Facebook keeps growing
    • Social Utility
    • 40-50Million users
    • 134-200% growth or more in last year
    • over 40% are over age 35
    • 6000 (Updated: 10,000 now) applications deployed
    • Valued at $15 Billion
    • Average visitor stays 20 minutes
    • Domination North America, Middle East
    • College Educated
    • White Collar
  8. 2002 2002 2003 2004 Q4 2008? My Space Facebook Friendster = 25 million | 65% Growth Facebook = 40-50 million | 200% Growth MySpace = 120 million | 72% Growth Friendster Facebook could eclipse MySpace Early 09 200 Million
  9. Facebook, why should I care?
    • Rapid Adoption and Demographics
    • Communities are important
  10. Members use Social Networks for Communication Base: US online adult social networking site users, Source: North American Technographics Media And Marketing Online Survey, Q3 2007 40% Watched a video: 55% 51% 47% 53% 59% 65% 70% 79% 86% Wrote on someone’s profile page (e.g. wrote on a wall, posted a testimonial): Read a blog or journal: Listened to music: Send a friend/connection request: Searched for someone that I used to know: Looked at profiles of people I didn’t know: Posted/updated my profile: Sent a message to someone: See what my friends are up to:
  11. …Which inspires trust
  12. Facebook, why should I care?
    • Rapid Adoption and Demographics
    • Communities are important
    • Rich User and Network Data
  13. Rich user information
  14. Affinities
  15. And network data
  16. Facebook, why should I care?
    • Rapid Adoption and Demographics
    • Communities are important
    • Rich User and Network Data
    • Information Spreads Quickly
  17. News Feed encourages spread of ideas Trend Watch: News Feed Optimization (NFO)
  18. Facebook, why should I care?
    • Rapid Adoption and Demographics
    • Communities are important
    • Rich User and Network Data
    • Information Spreads Quickly
    • Other Platform Features
  19. Groups and Communities
  20. Inbox: A “new” email Trend Watch: Email is for “old” people
  21. Embedded Media –with social hooks Trend Watch: “ Micromedia”
  22. Agenda –
    • Why Facebook?
    • Facebook offers a bevy of opportunities
    • Challenges of Facebook
    • Develop a Strategy
  23. The Many Opportunities for Marketers
    • Advertising
      • Banner Ads
      • Contextual//NewsFeed/Flyer Ads
      • Social Ads
    • Marketing
      • Facebook Pages and Sponsored Groups
      • Beacon
    • Word of Mouth/Interaction
      • Applications
    • Intelligence
      • Profiles and Network information
      • Public Groups
  24. Banner ads Recently, Microsoft invested in Facebook, broadening it’s Advertising opportunities
  25. Facebook Ads Facebook Ads provide accuracy, controled spend and metrics –all self-service
  26. Targeted Advertising
  27. …although accuracy questioned Image via David Parmet www.parmet.net/pr/
  28. Sponsored Groups: Branded Interaction
  29. Case Study: Wal-Mart’s Back to College
    • Media “Soundcheck
    • Personalized “dorm”
    • Recommend to others
    • No discussions
    • Results
      • Lack of community involvement
      • 800 members in two weeks
  30. Target’s Rounders Program
    • "Your Mission: Try not to let on in the Facebook group that you are a Rounder," the newsletter read.
    • "We love your enthusiasm for the Rounders, and I know it can be hard not to want to sing it from the mountaintops [and in the shower, and on the bus]. However, we want to get other members of the Facebook group excited about Target, too! And we don't want the Rounders program to steal the show from the real star here: Target and Target's rockin' Facebook group. So keep it like a secret!"
  31. Case Study: Apple Students
    • Embracing existing community
      • Free product sample
      • eCommerce
      • Cross Promotion
    • Results
      • 420,000 users
      • 12,000 topics
  32. Facebook Pages allow brands to collect “fans”
  33. Remember Trust
  34. Ads displayed to friends of brand fans “Fan-Sumers” 2. Brands can buy paid ads. (Frequency capped – users will see no more than two per day). Users ‘dial’ the frequency of the ads. 1. Users can “poke” each other with branded viral messages -- combine social actions such as a purchase of a product or review of a restaurant – with an advertiser’s message.
  35. Beacon: Third Party Partners can Reach Facebook Network
    • Opportunities
      • Greater Trust (if done correctly)
    • Challenges
      • Not Opt-In
      • Many Privacy concerns
      • Resistance to peer based recommendations
      • Brands need to ‘converse’ to get fans
  36. Companies using Beacon
    • Blockbuster Chase The Coca-Cola Company Verizon Epicurious.com Flip.com Crest Whitestrips (whitestrips.com) Owned by Proctor and Gamble Dove Cream Oils (Dove.com) Unilever Company Herbal Essences (herbalessences.com) Clairol Division owed by Proctor and Gamble NYTIMES.COM Saturn AllPosters.com Bluefly.com CBSSports.com Dotspotter ExpoTV Gamefly Hotwire Joost Kiva Kongregate LiveJournal Live Nation Mercantila National Basketball Association
    • Overstock.com (RED) joinred.com Redlight (stay away from adult sites any one of them can be this redlight company and be telling your friends about your sex fetishes. Yuck!) SeamlessWeb Sony Online Entertainment LLC (station.com) Sony Pictures STA Travel (statravel.com) The Knot TripAdvisor Travel Ticker TypePad viagogo Vox Yelp WeddingChannel.com Zappos.com ebay bluefly.com Travelocity echomusic pronto.com citysearch Iwon Busted Tees College Humor (same company as busted tees) Fandango
    Red indicates hesitation after BeaconGate
  37. Widgets: Branded Affinity Groups
  38. Widgets Proliferate on Facebook
    • Over 78 million widgets live on Facebook
    • Over 42 million monthly unique visitors
    • Growing 900K new users a month
    • Over 700K widgets embedded daily
    User Direct Friends Indirect Friends Interested Parties
  39. Opportunities for Widgets:
    • Span multiple networks
    • Even Smaller developers can monetize
      • Use existing Ad Networks
    • Advertisers
      • Skin, Co-Brand
  40. Case Study: Vampires and Movie “Skins”
  41. Agenda –
    • Why Facebook?
    • Facebook offers a bevy of opportunities
    • Challenges of Facebook
    • Develop a Strategy
  42. Challenges
    • Facebook Data sucked into “Black Hole”
      • Lack of Web Analytics for Marketers
      • User Data
    • Facebook releases features –without aligning with customers
      • Newsfeed
      • Beacon
    • Workplace productivity concerns
      • Some companies will block
    • Privacy Concerns with Beacon
  43. Beacon Revolt
  44. Agenda –
    • Why Facebook?
    • Facebook offers a bevy of opportunities
    • Challenges of Facebook
    • Develop a Strategy
  45. The four step approach to the groundswell People Assess your customers’ Social Technographics profile Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T
  46. Demographics and Technographics
    • Is Facebook my audience?
    • How do they use technologies?
    • What are they talking about?
    • Who are they?
    • What do they want?
  47. Objective: What are you trying to accomplish?
    • Sponsored Groups
    Members become contributors Embracing
    • Customer created groups
    Peer –to- peer support Supporting
    • Victoria’s PINK
    • Applications
    Excite your biggest fans Word of mouth Energizing
    • Sponsored Groups (Jeep, Apple)
    • Advertisements
    Create an emotional Attachment Advertising based on network Speaking
    • Earnst and Young Careers (Sponsored Group)
    • Profile Research
    Direct Customer Insight New Product Ideas Beta Testing Listening Examples Contribution Goal
  48. Strategy and Tools
    • Analysis: Build or Join
    • Experimentation leads to Understanding
    • Gain Market Intelligence
    • Advertise Efficiently
    • Embrace and Lead Communities
    • Deploy Campaign
      • Widget
      • Sponsored Groups/Pages
      • Integrate
  49. Best Practices
    • Listen before Speaking
    • Members are in control
    • Allow for discussions
    • Segment
    • Media as a “lead in”
    • Trouble Kick starting? Be a resource, and reward
    • Integrate with Marketing Initiatives
  50. Phases for Deployment
      • Understand Facebook, experiment with existing tools, deploy Advertising
      • Join related groups, build and deploy group or Facebook page
      • Deploy applications, integrate experience with other web vehicles, segment
    • novice
    • intermediate
    • advanced
      • Aware of ‘distributed’ brand, monitoring and observing communities of practice
      • Already has deployed other social media strategies, increasing budget and resources
      • Uses social media tools for most product launches, crises, measures and has resources
      • Maturity
      • Strategy
    Strategies should compound
  51. Cost considerations…Facebook
    • Costs: (Time/Capital)
      • Research $0
      • Development, Design = $0 - varied
      • Advertisements = cheap to large
      • Sponsored Groups $100k/month
    • =May be opportunity gain
  52. Thinking bigger…
  53. Don’t limit to Facebook
    • Brands should not limit strategy to Facebook Alone
    • Prepare for The Distributed Web
    • Understand OpenSocial
    • Understand the Aggregation of Social Graph
    • Tools come and go, what sustains is a strategy
  54. What it all means…
  55. Facebook:
    • Many tools, many opportunities
    • Privacy and Data concerns
    • Develop a Strategy
      • People
      • Objectives
      • Strategy
      • Tools
    • Learn to think bigger
  56. Theme Facebook, a ready-made Marketing platform, offers a vast toolset (with challenges) but brands must first develop a strategy
  57. Thank you Jeremiah Owyang Senior Analyst Social Computing Forrester Research web-strategist.com/blog __________________ Web Strategy Facebook Group

+ jeremiah_owyangjeremiah_owyang, 2 years ago

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