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Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel
 

Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel

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    Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel Presentation Transcript

    • Facebook is No Longer Optional …
      It’s THE Marketing Channel
      Presented by:
      Michael Lazerow
      Chief Executive Officer, Buddy Media
      Web 2.0 Expo
      September 30, 2010
    • Welcome to the University of Web 2.0: Marine Biology 101
      (mə′rēnbī′äl·ə·jē) - A branch of biology that deals with those living organisms which inhabit the sea.
      McGraw-Hill Dictionary of Scientific and Technical Terms, 6th edition
    • The copepod (a / k / a Plankton)
      1 millimeter long!
      Copepod - photo by Uwe Kils
    • The Blue Whale (Balaenopteramusculus)
      • Largest mammal on earth
      • 108 feet long & 200 tons
      • Tongue weighs 3 tons
      • Heart weighs 1300 lbs
      • Speed of up to 35 MPH
      • Loudest mammals on earth with sounds heard 1000 miles away
      SOURCE: Wikipedia
    • A mammal like no other
      SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
    • A mammal like no other
      SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
    • Fastest growing mammal
      Gains 30 pounds a day and doubles its size in the first six months of its life.
      SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
    • Sound familiar?
    • Meet FacebookusMusculus, The Blue Whale of the Internet
      • Biggest site on earth
      • Gaining 30M new members monthly
      • 550M users worldwide
      • Half login daily
      • 700B minutes/month
      • 30B pieces of content shared monthly
    • 11
      From baby to behemoth in 3 years!
      Just 3 years ago:
      • Less than 25 million members
      • 1% of time spent on the internet
      • US focused
      • Fed by $100M/year Microsoft ad deal
      FacebookPenetration: 2007
      SOURCE: Hitwise, Facebook.com, Checkfacebook.com. August 2010.
    • 12
      Today: World’s Largest 2-way Global Media Platform
      • 10% of all time Americans spend on the internet
      • $2B in sales
      • Rapid global expansion
      • Global marketing on one platform at scale for the first time!
      Current FacebookPenetration
      (% of online population)
      Russia: 4%
      Canada: 57%
      UK: 63%
      France: 47%
      US: 59%
      Spain: 40%
      Indonesia: 100%
      Chile: 85%
      Ecuador: 82%
      Columbia: 79%
      Australia: 54%
      South Africa: 67%
      SOURCE: ComscoreMediaMetrix, Hitwise, Facebook.com, Checkfacebook.com. August 2010.
    • August 2010: Facebook Overtakes Google in Time Spent
    • Watch out Google … no more smooth sailing
      SOURCE: http://cosmicbuddha.com/2010/07/whale-vs-sailboat-for-real/
    • So what?
    • Facebook is the single most important marketing channel the world has ever witnessed.
    • Ignoring it is no longer an option.
    • Facebook is not just another marketing channel.
    • Facebook is THE channel.
    • Two primary ways to use Facebook to grow your business.
      20
    • First: Your brand on Facebook
      • Landing Tabs
      • Wall
      • Photos
      • Videos
      • Events
      • Groups
    • What works?
      22
    • Power to the people – give them choices
    • Ask questions!
    • 9/30/2010
      25
      Grow fan acquisition by using existing audiences (email)
    • 9/30/2010
      26
      Drive conversions within Facebook
    • Global deployment: One unified Page, many country versions
    • Utilize “fan only” content to drive connections
    • Fan only content + UGC! (a / k / a 2006 meets 2010!)
    • Grow fan acquisition by using existing audiences (TV)
    • Replace your web site
    • Drive registrations and members!
    • 9/30/2010
      33
      Give people easy tools to share and distribute content
    • Connect with holidays and events
    • Second: Facebook on your site: The Open Graph
      • Social plugins
      • User registration
      • Server-side personalization
      • Analytics
    • Facebook on your site: The Open Graph
      36
    • 37
      Eventbrite: What are your friends doing?
    • 38
      Rotten Tomatoes: What do your friends like?
    • 39
      Amazon: What should you buy your friends?
    • How do I scale this?
      40
    • 1) Strategy: Create your social calendar
    • 2) Tools: Use tools to make it easy
      • Facebook management system should have the following
      • Powerful content management system
      • Library of applications to engage and grow fanbase
      • Publishing tools for management and moderation of wall posts
      • Easy drag-and-drop interface to make it simple to make changes
      • No knowledge of FBML or FBJS required
      • Full rights provisioning and security settings to empower cross-organizational cooperation
      • Real-time analytics with actionable data to optimize your presence
    • 2) Tools: Use tools to make it easy
      43
    • 44
      3) Track everything
    • Goals? It depends.
      • Sales
      • An “owned” media network for your brand
      • Engagement
      • More traffic to your web sites
      • Revenue from ad and sponsorship sales and ecommerce
      • Always-on communication with “fans” – social CRM
      • Free branded impressions
      • Not to get fired!
    • 46
      Always-on conversations versus one-off campaigns
      You need to be building on-going dialogue with consumers where they already hang out.
    • NHL.com: Anatomy of success
      WALL
      Message Your Fan BaseDrive new fans by scheduling posts/updates to encourage likes, comments and shares
      TABS
      Scale Your Brand Create multiple tabs for brands, campaigns and projects
      Engage Your Audience Launch engaging, content-rich social “applets,” like quizzes, polls, sweeps and more
      Acquire New Fans Drive new fan growth through friend referrals and Newsfeed messaging
    • NHL.com: Anatomy of success
      SHARE
      LOGIN WITH FACEBOOK
      Give users a way to share content with their friends with one click.
      Give users a way to connect with your site using their Facebook credentials.
      LIKE BUTTON
      LIKE BOX
      Give users a way to “Like” content on your site and share it with their friends on Facebook.
      Give users a way to connect with your Facebook Page right from your web site.
    • NHL.com: Anatomy of success
      Viral engagement
      Viral traffic
      Viral traffic
      Viral engagement
    • The Branded Viral Loop
    • What does the “Like” button mean for the web?
      http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
    • What does the “Like” button mean for the web?
      • Increased Traffic
      • ABC News: +190%
      • Gawker: +200%
      • Global News: +390% (#2 source of traffic)
      • NBA: #2 source of traffic
      • Sporting News: +500%
      • TypePad: +200%
      SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
    • What does the “Like” button mean for the web?
      • Increased Engagement
      • Simply Hired: +2.2X more job searches, 52% more jobs viewed/search
      • NHL: +92% more articles read; 85% time spent on site; 86% video views
      • Dailymotion: 30k Likes per Day
      SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
    • Optimize with insights
      • What portion of Facebook users are logged in?
      • What type of users like this article?
      • What are people liking and sharing the most/least?
      • Where are the users liking?
      SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
    • Thank you!
      Crossed eyes!
      Michael Lazerow
      CEO, Buddy Media
      E: michael@buddymedia.com
      Twitter: @lazerow
      Email me to learn more about
      the Buddy Media Platform!