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

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  • 1. 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
  • 2. 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
  • 3. The copepod (a / k / a Plankton)
    1 millimeter long!
    Copepod - photo by Uwe Kils
  • 4. The Blue Whale (Balaenopteramusculus)
    • Largest mammal on earth
    • 5. 108 feet long & 200 tons
    • 6. Tongue weighs 3 tons
    • 7. Heart weighs 1300 lbs
    • 8. Speed of up to 35 MPH
    • 9. Loudest mammals on earth with sounds heard 1000 miles away
    SOURCE: Wikipedia
  • 10. A mammal like no other
    SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
  • 11. A mammal like no other
    SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
  • 12. 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/
  • 13. Sound familiar?
  • 14. Meet FacebookusMusculus, The Blue Whale of the Internet
    • Biggest site on earth
    • 15. Gaining 30M new members monthly
    • 16. 550M users worldwide
    • 17. Half login daily
    • 18. 700B minutes/month
    • 19. 30B pieces of content shared monthly
  • 11
    From baby to behemoth in 3 years!
    Just 3 years ago:
    • Less than 25 million members
    • 20. 1% of time spent on the internet
    • 21. US focused
    • 22. Fed by $100M/year Microsoft ad deal
    FacebookPenetration: 2007
    SOURCE: Hitwise, Facebook.com, Checkfacebook.com. August 2010.
  • 23. 12
    Today: World’s Largest 2-way Global Media Platform
    • 10% of all time Americans spend on the internet
    • 24. $2B in sales
    • 25. Rapid global expansion
    • 26. 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.
  • 27. August 2010: Facebook Overtakes Google in Time Spent
  • 28. Watch out Google … no more smooth sailing
    SOURCE: http://cosmicbuddha.com/2010/07/whale-vs-sailboat-for-real/
  • 29. So what?
  • 30. Facebook is the single most important marketing channel the world has ever witnessed.
  • 31. Ignoring it is no longer an option.
  • 32. Facebook is not just another marketing channel.
  • 33. Facebook is THE channel.
  • 34. Two primary ways to use Facebook to grow your business.
    20
  • 35. First: Your brand on Facebook
  • What works?
    22
  • 41. Power to the people – give them choices
  • 42. Ask questions!
  • 43. 9/30/2010
    25
    Grow fan acquisition by using existing audiences (email)
  • 44. 9/30/2010
    26
    Drive conversions within Facebook
  • 45. Global deployment: One unified Page, many country versions
  • 46. Utilize “fan only” content to drive connections
  • 47. Fan only content + UGC! (a / k / a 2006 meets 2010!)
  • 48. Grow fan acquisition by using existing audiences (TV)
  • 49. Replace your web site
  • 50. Drive registrations and members!
  • 51. 9/30/2010
    33
    Give people easy tools to share and distribute content
  • 52. Connect with holidays and events
  • 53. Second: Facebook on your site: The Open Graph
    • Social plugins
    • 54. User registration
    • 55. Server-side personalization
    • 56. Analytics
  • Facebook on your site: The Open Graph
    36
  • 57. 37
    Eventbrite: What are your friends doing?
  • 58. 38
    Rotten Tomatoes: What do your friends like?
  • 59. 39
    Amazon: What should you buy your friends?
  • 60. How do I scale this?
    40
  • 61. 1) Strategy: Create your social calendar
  • 62. 2) Tools: Use tools to make it easy
    • Facebook management system should have the following
    • 63. Powerful content management system
    • 64. Library of applications to engage and grow fanbase
    • 65. Publishing tools for management and moderation of wall posts
    • 66. Easy drag-and-drop interface to make it simple to make changes
    • 67. No knowledge of FBML or FBJS required
    • 68. Full rights provisioning and security settings to empower cross-organizational cooperation
    • 69. Real-time analytics with actionable data to optimize your presence
  • 2) Tools: Use tools to make it easy
    43
  • 70. 44
    3) Track everything
  • 71. Goals? It depends.
    • Sales
    • 72. An “owned” media network for your brand
    • 73. Engagement
    • 74. More traffic to your web sites
    • 75. Revenue from ad and sponsorship sales and ecommerce
    • 76. Always-on communication with “fans” – social CRM
    • 77. Free branded impressions
    • 78. 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.
  • 79. 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
  • 80. 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.
  • 81. NHL.com: Anatomy of success
    Viral engagement
    Viral traffic
    Viral traffic
    Viral engagement
  • 82. The Branded Viral Loop
  • 83. What does the “Like” button mean for the web?
    http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
  • 84. What does the “Like” button mean for the web?
    • Increased Traffic
    • 85. ABC News: +190%
    • 86. Gawker: +200%
    • 87. Global News: +390% (#2 source of traffic)
    • 88. NBA: #2 source of traffic
    • 89. Sporting News: +500%
    • 90. TypePad: +200%
    SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
  • 91. What does the “Like” button mean for the web?
    • Increased Engagement
    • 92. Simply Hired: +2.2X more job searches, 52% more jobs viewed/search
    • 93. NHL: +92% more articles read; 85% time spent on site; 86% video views
    • 94. Dailymotion: 30k Likes per Day
    SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
  • 95. Optimize with insights
    • What portion of Facebook users are logged in?
    • 96. What type of users like this article?
    • 97. What are people liking and sharing the most/least?
    • 98. Where are the users liking?
    SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
  • 99. 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!