Facebook is No Longer Optional … <br />It’s THE Marketing Channel<br />Presented by:<br />Michael Lazerow<br />Chief Execu...
Welcome to the University of Web 2.0: Marine Biology 101<br />(mə′rēnbī′äl·ə·jē) - A branch of biology that deals with tho...
The copepod (a / k / a Plankton)<br />1 millimeter long!<br />Copepod - photo by Uwe Kils<br />
The Blue Whale (Balaenopteramusculus)<br /><ul><li>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</li></ul>SOURCE: Wikipedia<br />
A mammal like no other<br />SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/<br />
A mammal like no other<br />SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/<br />
Fastest growing mammal<br />Gains 30 pounds a day and doubles its size in the first six months of its life.<br />SOURCE: h...
Sound familiar?<br />
Meet FacebookusMusculus, The Blue Whale of the Internet<br /><ul><li>Biggest site on earth
Gaining 30M new members monthly
550M users worldwide
Half login daily
700B minutes/month
30B pieces of content shared monthly</li></li></ul><li>11<br />From baby to behemoth in 3 years!<br />Just 3 years ago:<br...
1% of time spent on the internet
US focused
Fed by $100M/year Microsoft ad deal</li></ul>FacebookPenetration: 2007<br />SOURCE:  Hitwise, Facebook.com, Checkfacebook....
12<br />Today: World’s Largest 2-way Global Media Platform<br /><ul><li>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!</li></ul>Current FacebookPenetration<br />(% of online popul...
August 2010: Facebook Overtakes Google in Time Spent<br />
Watch out Google … no more smooth sailing<br />SOURCE: http://cosmicbuddha.com/2010/07/whale-vs-sailboat-for-real/<br />
So what?<br />
Facebook is the single most important marketing channel the world has ever witnessed.<br />
Ignoring it is no longer an option.<br />
Facebook is not just another marketing channel.<br />
Facebook is THE channel.<br />
Two primary ways to use Facebook to grow your business.<br />20<br />
First: Your brand on Facebook<br /><ul><li>Landing Tabs
Wall
Photos
Videos
Events
Groups</li></li></ul><li>What works?<br />22<br />
Power to the people – give them choices<br />
Ask questions!<br />
9/30/2010<br />25<br />Grow fan acquisition by using existing audiences (email)<br />
9/30/2010<br />26<br />Drive conversions within Facebook  <br />
Global deployment: One unified Page, many country versions <br />
Utilize “fan only” content to drive connections<br />
Fan only content + UGC! (a / k / a 2006 meets 2010!)<br />
Grow fan acquisition by using existing audiences (TV)<br />
Replace your web site<br />
Drive registrations and members!<br />
9/30/2010<br />33<br />Give people easy tools to share and distribute content<br />
Connect with holidays and events <br />
Second: Facebook on your site: The Open Graph<br /><ul><li>Social plugins
User registration
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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

  1. 1. Facebook is No Longer Optional … <br />It’s THE Marketing Channel<br />Presented by:<br />Michael Lazerow<br />Chief Executive Officer, Buddy Media <br />Web 2.0 Expo<br />September 30, 2010<br />
  2. 2. Welcome to the University of Web 2.0: Marine Biology 101<br />(mə′rēnbī′äl·ə·jē) - A branch of biology that deals with those living organisms which inhabit the sea. <br />McGraw-Hill Dictionary of Scientific and Technical Terms, 6th edition<br />
  3. 3. The copepod (a / k / a Plankton)<br />1 millimeter long!<br />Copepod - photo by Uwe Kils<br />
  4. 4. The Blue Whale (Balaenopteramusculus)<br /><ul><li>Largest mammal on earth
  5. 5. 108 feet long & 200 tons
  6. 6. Tongue weighs 3 tons
  7. 7. Heart weighs 1300 lbs
  8. 8. Speed of up to 35 MPH
  9. 9. Loudest mammals on earth with sounds heard 1000 miles away</li></ul>SOURCE: Wikipedia<br />
  10. 10. A mammal like no other<br />SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/<br />
  11. 11. A mammal like no other<br />SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/<br />
  12. 12. Fastest growing mammal<br />Gains 30 pounds a day and doubles its size in the first six months of its life.<br />SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/<br />
  13. 13. Sound familiar?<br />
  14. 14. Meet FacebookusMusculus, The Blue Whale of the Internet<br /><ul><li>Biggest site on earth
  15. 15. Gaining 30M new members monthly
  16. 16. 550M users worldwide
  17. 17. Half login daily
  18. 18. 700B minutes/month
  19. 19. 30B pieces of content shared monthly</li></li></ul><li>11<br />From baby to behemoth in 3 years!<br />Just 3 years ago:<br /><ul><li>Less than 25 million members
  20. 20. 1% of time spent on the internet
  21. 21. US focused
  22. 22. Fed by $100M/year Microsoft ad deal</li></ul>FacebookPenetration: 2007<br />SOURCE: Hitwise, Facebook.com, Checkfacebook.com. August 2010.<br />
  23. 23. 12<br />Today: World’s Largest 2-way Global Media Platform<br /><ul><li>10% of all time Americans spend on the internet
  24. 24. $2B in sales
  25. 25. Rapid global expansion
  26. 26. Global marketing on one platform at scale for the first time!</li></ul>Current FacebookPenetration<br />(% of online population)<br />Russia: 4%<br />Canada: 57%<br />UK: 63%<br />France: 47%<br />US: 59%<br />Spain: 40%<br />Indonesia: 100%<br />Chile: 85%<br />Ecuador: 82%<br />Columbia: 79%<br />Australia: 54%<br />South Africa: 67%<br />SOURCE: ComscoreMediaMetrix, Hitwise, Facebook.com, Checkfacebook.com. August 2010.<br />
  27. 27. August 2010: Facebook Overtakes Google in Time Spent<br />
  28. 28. Watch out Google … no more smooth sailing<br />SOURCE: http://cosmicbuddha.com/2010/07/whale-vs-sailboat-for-real/<br />
  29. 29. So what?<br />
  30. 30. Facebook is the single most important marketing channel the world has ever witnessed.<br />
  31. 31. Ignoring it is no longer an option.<br />
  32. 32. Facebook is not just another marketing channel.<br />
  33. 33. Facebook is THE channel.<br />
  34. 34. Two primary ways to use Facebook to grow your business.<br />20<br />
  35. 35. First: Your brand on Facebook<br /><ul><li>Landing Tabs
  36. 36. Wall
  37. 37. Photos
  38. 38. Videos
  39. 39. Events
  40. 40. Groups</li></li></ul><li>What works?<br />22<br />
  41. 41. Power to the people – give them choices<br />
  42. 42. Ask questions!<br />
  43. 43. 9/30/2010<br />25<br />Grow fan acquisition by using existing audiences (email)<br />
  44. 44. 9/30/2010<br />26<br />Drive conversions within Facebook <br />
  45. 45. Global deployment: One unified Page, many country versions <br />
  46. 46. Utilize “fan only” content to drive connections<br />
  47. 47. Fan only content + UGC! (a / k / a 2006 meets 2010!)<br />
  48. 48. Grow fan acquisition by using existing audiences (TV)<br />
  49. 49. Replace your web site<br />
  50. 50. Drive registrations and members!<br />
  51. 51. 9/30/2010<br />33<br />Give people easy tools to share and distribute content<br />
  52. 52. Connect with holidays and events <br />
  53. 53. Second: Facebook on your site: The Open Graph<br /><ul><li>Social plugins
  54. 54. User registration
  55. 55. Server-side personalization
  56. 56. Analytics</li></li></ul><li>Facebook on your site: The Open Graph<br />36<br />
  57. 57. 37<br />Eventbrite: What are your friends doing?<br />
  58. 58. 38<br />Rotten Tomatoes: What do your friends like?<br />
  59. 59. 39<br />Amazon: What should you buy your friends?<br />
  60. 60. How do I scale this?<br />40<br />
  61. 61. 1) Strategy: Create your social calendar<br />
  62. 62. 2) Tools: Use tools to make it easy<br /><ul><li>Facebook management system should have the following
  63. 63. Powerful content management system
  64. 64. Library of applications to engage and grow fanbase
  65. 65. Publishing tools for management and moderation of wall posts
  66. 66. Easy drag-and-drop interface to make it simple to make changes
  67. 67. No knowledge of FBML or FBJS required
  68. 68. Full rights provisioning and security settings to empower cross-organizational cooperation
  69. 69. Real-time analytics with actionable data to optimize your presence</li></li></ul><li>2) Tools: Use tools to make it easy<br />43<br />
  70. 70. 44<br />3) Track everything<br />
  71. 71. Goals? It depends.<br /><ul><li>Sales
  72. 72. An “owned” media network for your brand
  73. 73. Engagement
  74. 74. More traffic to your web sites
  75. 75. Revenue from ad and sponsorship sales and ecommerce
  76. 76. Always-on communication with “fans” – social CRM
  77. 77. Free branded impressions
  78. 78. Not to get fired!</li></li></ul><li>46<br />Always-on conversations versus one-off campaigns<br />You need to be building on-going dialogue with consumers where they already hang out.<br />
  79. 79. NHL.com: Anatomy of success<br />WALL<br />Message Your Fan BaseDrive new fans by scheduling posts/updates to encourage likes, comments and shares<br />TABS<br />Scale Your Brand Create multiple tabs for brands, campaigns and projects<br />Engage Your Audience Launch engaging, content-rich social “applets,” like quizzes, polls, sweeps and more<br />Acquire New Fans Drive new fan growth through friend referrals and Newsfeed messaging <br />
  80. 80. NHL.com: Anatomy of success<br />SHARE<br />LOGIN WITH FACEBOOK<br />Give users a way to share content with their friends with one click.<br />Give users a way to connect with your site using their Facebook credentials.<br />LIKE BUTTON<br />LIKE BOX<br />Give users a way to “Like” content on your site and share it with their friends on Facebook.<br />Give users a way to connect with your Facebook Page right from your web site. <br />
  81. 81. NHL.com: Anatomy of success<br />Viral engagement<br />Viral traffic<br />Viral traffic<br />Viral engagement<br />
  82. 82. The Branded Viral Loop<br />
  83. 83. What does the “Like” button mean for the web?<br />http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News<br />
  84. 84. What does the “Like” button mean for the web?<br /><ul><li>Increased Traffic
  85. 85. ABC News: +190%
  86. 86. Gawker: +200%
  87. 87. Global News: +390% (#2 source of traffic)
  88. 88. NBA: #2 source of traffic
  89. 89. Sporting News: +500%
  90. 90. TypePad: +200%</li></ul>SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News<br />
  91. 91. What does the “Like” button mean for the web?<br /><ul><li>Increased Engagement
  92. 92. Simply Hired: +2.2X more job searches, 52% more jobs viewed/search
  93. 93. NHL: +92% more articles read; 85% time spent on site; 86% video views
  94. 94. Dailymotion: 30k Likes per Day</li></ul>SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News<br />
  95. 95. Optimize with insights<br /><ul><li>What portion of Facebook users are logged in?
  96. 96. What type of users like this article?
  97. 97. What are people liking and sharing the most/least?
  98. 98. Where are the users liking?</li></ul>SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News<br />
  99. 99. Thank you!<br />Crossed eyes!<br />Michael Lazerow<br />CEO, Buddy Media<br />E: michael@buddymedia.com<br />Twitter: @lazerow<br />Email me to learn more about <br />the Buddy Media Platform!<br />
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