Marketing on Social Network Site - Facebook and in China SNS

Facebook Game e-Learning Marketing Copyright, 2009 Pure Lam Facebook: Pure Lam Cyberwisdom, Vice President MSN: [email_address] eLM Academy, Principal Consultant

Why Should You Care?

Facebook is the leading online social network

The site claims more than 250 million active users (worldwide)

That’s an audience twice the size of the Superbowl

More than 50%, or 100 million users, log on at least once a day

More than 5 billion minutes are spent on Facebook each day

Who Are All These People?

There are more females (55.7%) than males (42.2%)

2.2% are of unknown gender(?)

The fastest growing demographic is the 35-54 year old demo

Experiencing a 276.4% growth rate over the past 6 months

The 55+ demo is not far behind with a 194.3% growth rate

The 25-34 year population is doubling every 6 months

(source: Istrategy Labs 2009 Facebook Demographics and Statistics Report)

Where Are They Coming From?

About 70% of Facebook users are outside the United States

Facebook has been translated into 70+ languages

In U.S., the largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago

There are more than 40 million active users currently accessing Facebook via their mobile devices

What Are They Doing?

Average user has 120 friends on the site

More than 30 million users are updating their statuses at least once each day

More than 850 million photos are uploaded each month

More than 10 million videos are uploaded each month

More than 1 billion pieces of content are being shared each week (web links, news stories, blog posts, notes, photos, etc.)

More than 2.5 million events are created each month

More than 30 million active user groups have been created since the site launched

(source: Facebook stats)

Managing Your Online Reputation

Groups and Profile Pages can also serve to damage a brand

Bad news always travels faster than good

Companies need to know if/who is hijacking their brands

Spotlight : Bank of America has received even more bad news - more than half of the 568 Facebook Groups about BOA are damaging, started by dissatisfied customers or disgruntled employees.

Creating Your Company Profile

Facebook Public Profiles are for companies big and small, celebrities, musicians, DVD/book producers, service providers and non-profits

There is no charge to create a Public Profile and it is relatively easy to set-up

Facebook members can become Fans of a Public Profile page

Automatic opt-in member from which to market to

Their interactions generate news stories

Fans serve as brand evangelists

Challenge is providing a compelling reason for people to become fans and remain engaged

Public Profiles: Best Practices

Rome wasn’t built in a day

relationships take time

take an initial step, evaluate, learn and scale it up

Facebook is leading the marketing shift from monologue to dialogue

Make sure to listen and respond

Encourage fan participation

Incentivize Fans

Provide Fans with relevant benefits

Contests and giveaways still rule

Global Brands Have Global Fans

Need to think globally and act locally

Post content with global appeal

Reach local via targeted updates

If you Promote it, They’ll Come

Ads drive users

Public Profile: BudLight Bikini Babes and Chance to Win a Cruise © 2009 AboutFaceDigital, Confidential & Proprietary TIP: Public Profiles that show people in their photos attract more Fans that Profiles with logos, offices, or product images.

Step 5: Facebook as an Ad Platform

Facebook offers a self-serve ad system, similar to Google

Purchased on a CPC or CPM closed-bidding system

Ad creation, management and payment is done within Facebook

They allow for a high degree of targeting

Location

Education

Age/Sex/Relationship status

Language

Interests (based on user’s personal profile data)

Social Ads leverage news feed stories to amplify the impact

Engagement Ads bring social actions directly into the ad unit

Become a Fan of a Page

RSVP to an Event

Enter your click-thru page

Create your ad

Select your audience

Add your bid

Branded Applications

Facebook opened up its platform to developers in April 2007

Presently, there are 52,000 applications available in the Facebook Application Directory

Facebook has signed up more than 950,000 developers from more than 180 countries

Every month, more than 70% of Facebook users engage with Facebook apps

More than 100 applications have more than one million monthly active users

Top 5 reasons to incorporate online games in your marketing

Fun!

Provide your customers, followers or prospects some fun. Because games are entertaining and memorable, they can spawn enthusiasm about your brand, product or event in a way that other tactics simply can’t.

Viral marketing

Let your customers, followers or prospects spread the word about you and your game—for free!

Top 5 reasons to incorporate online games in your marketing

Traffic

Give people a reason to come to your site, interact with your brand and, in the process, boost

Education

Use games to educate your audience or to hammer home a key message.

ROI

Track the number of visitors to your game and where they go afterwards.

Then make your boss’s day by uttering the name of their favorite game—ROI!

Fun, engaging activity

Underscores brand

Highly viral

Integrates unique content

Free $100 ad credit

More than 50K installs

Resources and advice for small business owners

Ability to network with others in the community

Facebook Connect

Provides web site owners with a single sign-on process

Extends many of the same Facebook features that people have come to rely on to partner web sites

Seamlessly publishes members social actions to their Facebook news feeds, fueling the viral channels

Keeps your users' personal and friend data in sync with Facebook

More than 10,000 websites have implemented Facebook Connect since its general availability in Dec. 2008

FACEBOOK MARKETING GUIDELINES

Be Honest - always practice transparency. If you are representing a client, make sure to clearly identify state your association

Be Passionate - enthusiasm spreads. You’ve got to drink the coolaide if you want others to follow

Be Patient - Building an online reputation is a process. Blogs, Twitter, Facebook, LinkedIn all take time and dedicated efforts to build a fan base.

Everyone Loves Free Stuff - This is especially true on Facebook, but can be generally applied across all web marketing channels

Measure Your Success - Marketers are increasingly under pressure to show ROI. The three M’s of social media marketing are Monitor, Mine and Metrics.

Why Cyberwisdom eLM Academy?

Experience - with wizQ and GBL academy, Cyberwisdom is the only company to have the blend of Game and e-Learning experience

Technology – we have developed Facebook game for more than 1 year, a lot of casual games, serious game supported by the state of the art technology and we have invested more than US$2 million as one of the largest Gaming team. (with over 80 staffs)

Culture – we understand Facebook culture and worldwide implementation.

Experience- The only company to have GAME, e-Learning

Expertise - We have over 10 Game Designers, 10 Instructional Designer, 10 Learning Consultants, 20 Game Programmers, and 30 Flash and Graphic designer.