The Facebook Ecosystem & Facebook Pages


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Introduction to Facebook Pages, their business benefit and a summary of the Facebook ecosystem. Audience is management/marketers.

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The Facebook Ecosystem & Facebook Pages

  1. 1. The Facebook Ecosystem & Facebook Pages Martyn Kelly Web Services Manager Cardiff University
  2. 2. What is Facebook?
  3. 3. The numbers <ul><li>500 million active users </li></ul><ul><li>50% of active users log in to Facebook daily </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>People spend over 700 billion minutes per month on Facebook (1.3m years a month) </li></ul><ul><li>More than 250 million active users accessing Facebook through their mobile devices </li></ul>
  4. 4. Connections
  5. 5. Communication
  6. 6. Interaction
  7. 7. Commerce Facebook Revenue: $1.2 Billion in first 9 months of 2010 (Goldman Sachs)
  8. 8. How does targeting work?
  9. 9. Transient targeting Homer browses to He has never been there before, so he doesn’t have an account.
  10. 10. Transient targeting Homer shops around for a watch. Amazon doesn’t know Homer, his age, interests, etc. but based on his behaviour, it guesses things over time.
  11. 11. Transient targeting When Homer’s computer returns to, ads for watches and related ads, based on business intelligence, will appear.
  12. 12. Profiled targeting Homer visits a website that asks him his age, date of birth, favourite bands and more. It knows it can sell him exactly what he wants with this data. The site gives him no reason to share all of this with it.
  13. 13. Profiled targeting A website launches that doesn’t sell anything. It isn’t a shop or an online store. It exists for you to connect and communicate with friends. It is fun, addictive, exciting and always fresh.
  14. 14. Profiled targeting Your friends are all on it… You’re missing out on fun… There is a ‘Your Birthday’ field… You get to tell everyone you got married… There are fun things to read on there… You want to see the photos from the party…
  15. 15. Profiled targeting
  16. 16. The Facebook eco system
  17. 17. Facebook’s Products <ul><li>Facebook’s products have three objectives: </li></ul><ul><ul><li>Stimulate social interaction </li></ul></ul><ul><ul><li>Get data </li></ul></ul><ul><ul><ul><li>Learn from you as you go along </li></ul></ul></ul><ul><ul><ul><li>Keep you talking to each other </li></ul></ul></ul><ul><ul><li>Use data </li></ul></ul><ul><ul><ul><li>Target ads based on data and interactions </li></ul></ul></ul><ul><ul><ul><li>Develop sophisticated uses for data </li></ul></ul></ul><ul><ul><ul><li>Compete with Google, others in digital ad sales </li></ul></ul></ul>
  18. 18. Facebook Pages <ul><li>Facebook Pages are one of Facebook’s most important interaction devices </li></ul><ul><li>Anyone can create a Facebook Page </li></ul><ul><li>To follow a page, you click ‘Like’ </li></ul><ul><li>Think of them as Facebook friends, but instead of people, they are everything else… </li></ul>
  19. 19. What does a Page look like?
  20. 20. Who has Facebook Pages? Data as of May 2011 ,
  21. 21. Facebook Pages <ul><li>A Facebook Page is like a personal profile, but a profile for a business </li></ul><ul><li>You have to ‘Like’ a page, a page cannot ‘Like’ you, the individual is in control </li></ul><ul><li>Facebook Pages are very similar to personal profiles </li></ul><ul><ul><li>Page owner can update a status, and all of your followers get an update when you do </li></ul></ul><ul><ul><li>You can upload photos, add apps and more </li></ul></ul>
  22. 22. Who do Facebook Pages benefit? <ul><li>The Individual </li></ul><ul><ul><li>Digital bookshelf, CD collection, etc. </li></ul></ul><ul><ul><li>“ This defines me at a glance” </li></ul></ul><ul><ul><li>Become part of a community </li></ul></ul><ul><ul><li>Updates, competitions and more from areas you are really interested in </li></ul></ul><ul><ul><li>Show your belief, dedication or support for something to all your friends </li></ul></ul>
  23. 23. Who do Facebook Pages benefit? <ul><li>The Page Owner / The Business </li></ul><ul><ul><li>Send update messages to your followers </li></ul></ul><ul><ul><li>Interact with people who have invested in your community </li></ul></ul><ul><ul><li>Get real feedback instantly </li></ul></ul><ul><ul><li>Promote your brand or business through real people and their social connections </li></ul></ul><ul><ul><li>Do all of the above for free, with no technical skill or time </li></ul></ul>
  24. 24. Who do Facebook Pages benefit? <ul><li>Advertisers </li></ul><ul><ul><li>Target messages to users based on what they ARE – rather than might be – interested in </li></ul></ul><ul><ul><li>Use social connections to make your ads more effective </li></ul></ul><ul><ul><li>Get real time stats for your campaigns </li></ul></ul><ul><ul><li>Access a massive audience that you can target based on geography, gender, age and more </li></ul></ul><ul><ul><li>Do all of the above for very low costs compared to traditional advertising </li></ul></ul>
  25. 25. Who do Facebook Pages benefit? <ul><li>Facebook Inc. </li></ul>
  26. 26. Are there pages for everything?
  27. 27. What happens when you click Like?
  28. 28. 9 Business Benefits <ul><li>9 valuable business benefits begin when someone clicks ‘Like’ on your Facebook Page </li></ul><ul><li>From SMEs through to governments </li></ul>
  29. 29. 1. Comms Channel <ul><li>When you write a status on your Facebook Page, it works just like your personal status </li></ul><ul><li>Your posted message, link, video or image reaches anyone who follows you </li></ul><ul><li>Your followers can like your post, comment or share it with their own friends. </li></ul><ul><li>You can target status updates based on language, country and more. </li></ul>
  30. 30. 2. Bumper Sticker <ul><li>Everybody’s Facebook profile features an ‘Info’ page showing some personal info to friends/public (user’s choice) </li></ul><ul><li>When the user clicked Like on your page, they stuck a virtual bumper sticker of your logo on their profile </li></ul><ul><li>Massive brand value </li></ul>
  31. 31. 2. Bumper Sticker
  32. 32. 3. Wall Story <ul><li>Facebook shows you ‘Liking’ the page as a news story on your Wall </li></ul><ul><li>It appears between other social stories about you, such as who you friended last, what party you went to and your statuses </li></ul><ul><li>Your friends see the link to the Page, and a link to ‘Like’ the page directly from your Wall. </li></ul>
  33. 33. 3. Wall Story
  34. 34. 4. Homepage Story <ul><li>When a Facebook user visits the Facebook homepage, they see everybody’s news feeds together </li></ul><ul><li>Stories are listed in timeline or ‘most popular’ order </li></ul><ul><li>Just like a Wall Story, the ‘Like’ action hits this feed, giving you high value promotion of your Page’s link and Like option </li></ul>
  35. 35. 5. Search Promo <ul><li>If a user has clicked ‘Like’ on your page, your page appears nearer the top as they search on Facebook. </li></ul><ul><li>This mirrors search functionality for friends, so users are used to the model. </li></ul><ul><li>This makes it easier for the user to find your page again and easier to revisit it. </li></ul>
  36. 36. 6. Ad Targeting <ul><li>Businesses – including your own – can target ads to users based on their keywords, ‘Likes’ and demographic data </li></ul><ul><li>‘ Sponsored Stories’ allow you to use a follower connection to improve ad click through </li></ul>
  37. 37. 7. Suggest To Friends <ul><li>Once a user is following your Page, they are able to use a feature to ‘Suggest to friends’ the page they are a follower of </li></ul><ul><li>This is a strong endorsement that encourages the user’s friends to engage your Page </li></ul><ul><li>Comms and marketing can enthuse/incentivise an individual to suggest your page to friends. </li></ul>
  38. 38. 8. Follower Data <ul><li>Facebook lets you access anonymous data on all your followers </li></ul><ul><li>Demographics: Learn more about your audience age groups, genders, locations, languages and more </li></ul><ul><li>Interactions: Learn how frequently your audience engages with your page and stories </li></ul>
  39. 39. 8. Follower Data
  40. 40. 8. Follower Data
  41. 41. 9. Carers become Sharers <ul><li>When a user has clicked Like on your page, they’ve shown they care about your product, business or concept </li></ul><ul><li>Users see which of their friends also like the Page, and form affinities on top of their existing level of friendship </li></ul><ul><li>Users more likely to share and engage when they know they have people in their social circle to do this with </li></ul><ul><li>Content can sometimes ‘go viral’ this way </li></ul>
  42. 42. Q & A