Conversations in the social graphWord-of-Mouth Marketing UniversityChris PanMay 14, 2009<br />
Facebook Mission:<br />Give people the power to share and make the world more open and connected. <br />
Go where the audience is – unique visitors<br />www.compete.com<br />Source: US traffic from compete.com <br />
Go where the audience is often – visits <br />www.compete.com<br />Source: US traffic from compete.com <br />
Who’s on Facebook?<br />http://www.facebook.com/ads/create/<br />Example: active FB users near NYC who like Basketball = 8...
Buzz-worthy topic – The Great Debate<br />Buzz-worth topic<br />Ideal timing<br />Ask for participation<br />Relevant excl...
Promoting on Facebook – easy for audience to participate – right from their homepage<br />See the ads live on your own hom...
Promoting with other media to get more fans (e.g., TV Commercial and print)<br />
Get scale by using FB Pages + FB Ads<br />Pages =<br />“Convenience Store:<br />Hundreds of thousands<br />Ads = <br />“De...
vitaminwater integration with Kobe’s Page<br />www.facebook.com/Kobe<br />
Listen and tell a story<br />www.facebook.com/PapaJohns<br />
Special fan offers<br />www.facebook.com/PapaJohns<br />
Drive traffic to NBA’s official website and store<br />www.facebook.com/NBA<br />
Feature NBA’s Sponsors: Sprite and HP<br />www.facebook.com/NBA<br />
Convenience = More Engagement vs. Deeper EngagementWall posts get more engagement.<br />16,000 responses in the Wall post ...
VS Pink shares offers and stories with 1.2 million fans<br />www.facebook.com/VSPink<br />
Red Bull shares content from sponsorships<br />www.facebook.com/RedBull<br />
Red Bull integrated into Shaun White’s Page<br />www.facebook.com/ShaunWhite<br />
“Best Profile Picture”<br />www.facebook.com/CHEETOS<br />
Skittles audience (everyone) is on FB!<br />www.facebook.com/Skittles<br />
People love humor<br />www.facebook.com/AflacDuck<br />
NPR shares news on Facebook<br />
Facebook Marketing Solutions: examples and tips <br />www.facebook.com/Marketing<br />
Facebook for Influencers: examples and tips<br />www.facebook.com/Influencers<br />
Official presence – 40k monthly US uniques<br />www.RogerFederer.com<br />
1.1 million fans on FB; over 20k responses per post<br />1.1 million fans<br />Responses per post:<br /><ul><li>22,000 res...
17,000 responses</li></ul>Shares Nike ad<br />www.facebook.com/Federer<br />
Listen and recognize fans<br />www.facebook.com/VinDiesel<br />
Tell a story – picture worth a thousand words<br />http://mashable.com/2009/05/12/vin-diesel-facebook/<br />
Jet Li shares his work with One Foundation and new movies<br />www.facebook.com/JetLi<br />
Non-Profits on Facebook <br />www.facebook.com/NonProfits<br />
(RED) sharing latest events and news<br />www.facebook.com/JoinRed<br />
World Wildlife Fund shares latest news<br />www.facebook.com/WorldWildLifeFund<br />
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Facebook Ads Presentation 090514

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Facebook Ads Presentation 090514

  1. 1. Conversations in the social graphWord-of-Mouth Marketing UniversityChris PanMay 14, 2009<br />
  2. 2. Facebook Mission:<br />Give people the power to share and make the world more open and connected. <br />
  3. 3. Go where the audience is – unique visitors<br />www.compete.com<br />Source: US traffic from compete.com <br />
  4. 4. Go where the audience is often – visits <br />www.compete.com<br />Source: US traffic from compete.com <br />
  5. 5. Who’s on Facebook?<br />http://www.facebook.com/ads/create/<br />Example: active FB users near NYC who like Basketball = 81,000<br />Active users = logged in past 30 days<br />World = 200 million +<br />US = 60 million +<br />50% of active users return everyday<br />Logged on today:<br />World = 100 million +<br />US = 30 million +<br />Footer of each Page:<br />
  6. 6. Buzz-worthy topic – The Great Debate<br />Buzz-worth topic<br />Ideal timing<br />Ask for participation<br />Relevant exclusive content<br />www.facebook.com/vitaminwater<br />
  7. 7. Promoting on Facebook – easy for audience to participate – right from their homepage<br />See the ads live on your own homepage:<br />http://www.facebook.com/home.php?demo_ad=6002293186322&h=2fa37a64af<br />http://www.facebook.com/home.php?demo_ad=6002261159755&h=f7d5f48713<br />
  8. 8. Promoting with other media to get more fans (e.g., TV Commercial and print)<br />
  9. 9. Get scale by using FB Pages + FB Ads<br />Pages =<br />“Convenience Store:<br />Hundreds of thousands<br />Ads = <br />“Delivery Service”<br />Tens of millions<br />Microsite =<br />“The Farm”<br />Tens of thousands<br />
  10. 10. vitaminwater integration with Kobe’s Page<br />www.facebook.com/Kobe<br />
  11. 11. Listen and tell a story<br />www.facebook.com/PapaJohns<br />
  12. 12. Special fan offers<br />www.facebook.com/PapaJohns<br />
  13. 13. Drive traffic to NBA’s official website and store<br />www.facebook.com/NBA<br />
  14. 14. Feature NBA’s Sponsors: Sprite and HP<br />www.facebook.com/NBA<br />
  15. 15. Convenience = More Engagement vs. Deeper EngagementWall posts get more engagement.<br />16,000 responses in the Wall post (from user’s homepage)<br /><ul><li>112 responses on Discussions tab</li></ul>www.facebook.com/Starbucks<br />
  16. 16. VS Pink shares offers and stories with 1.2 million fans<br />www.facebook.com/VSPink<br />
  17. 17. Red Bull shares content from sponsorships<br />www.facebook.com/RedBull<br />
  18. 18. Red Bull integrated into Shaun White’s Page<br />www.facebook.com/ShaunWhite<br />
  19. 19. “Best Profile Picture”<br />www.facebook.com/CHEETOS<br />
  20. 20. Skittles audience (everyone) is on FB!<br />www.facebook.com/Skittles<br />
  21. 21. People love humor<br />www.facebook.com/AflacDuck<br />
  22. 22. NPR shares news on Facebook<br />
  23. 23. Facebook Marketing Solutions: examples and tips <br />www.facebook.com/Marketing<br />
  24. 24. Facebook for Influencers: examples and tips<br />www.facebook.com/Influencers<br />
  25. 25. Official presence – 40k monthly US uniques<br />www.RogerFederer.com<br />
  26. 26. 1.1 million fans on FB; over 20k responses per post<br />1.1 million fans<br />Responses per post:<br /><ul><li>22,000 responses
  27. 27. 17,000 responses</li></ul>Shares Nike ad<br />www.facebook.com/Federer<br />
  28. 28. Listen and recognize fans<br />www.facebook.com/VinDiesel<br />
  29. 29. Tell a story – picture worth a thousand words<br />http://mashable.com/2009/05/12/vin-diesel-facebook/<br />
  30. 30. Jet Li shares his work with One Foundation and new movies<br />www.facebook.com/JetLi<br />
  31. 31. Non-Profits on Facebook <br />www.facebook.com/NonProfits<br />
  32. 32. (RED) sharing latest events and news<br />www.facebook.com/JoinRed<br />
  33. 33. World Wildlife Fund shares latest news<br />www.facebook.com/WorldWildLifeFund<br />
  34. 34. WOMMA on Facebook<br />www.facebook.com/WOMMA<br />
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