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EVERYTHING Facebook Marketing
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EVERYTHING Facebook Marketing

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A presentation for General Assembly and American Express OPEN on 10/15/12 ...

A presentation for General Assembly and American Express OPEN on 10/15/12

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http://www.openforum.com/articles/learn-facebook-advertising-with-this-free-online-class

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EVERYTHING Facebook Marketing Presentation Transcript

  • 1. GETTING STARTEDWITH FACEBOOKMatt MonahanCEO and Founder, AlphaBoost
  • 2. AGENDA1. A deep dive into 4 categories of Facebook Marketing ‣ Platform ‣ Pages ‣ Insights ‣ Ads2. Advanced Topics
  • 3. INTRODUCTIONMATT MONAHANCEO AND CO-FOUNDER, ALPHABOOST*‣ I went to Stanford University‣ I started Sharethrough and AlphaBoost‣ I advise Wildfire Interactive, Visibli, and Loytr‣ I mentor at 500 Startups‣ I invested in CraftCoffee, ShowMeYourMumu, Referly‣ I tweet at @gomattymo‣ I blog at facebook.com/gomattymo‣ I email at matt@alphaboost.com * I do not work at Facebook.
  • 4. INTRODUCTIONWHY DO I DO THIS?
  • 5. “Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” — The Lorax
  • 6. INTRODUCTION TO FACEBOOK ADVERTISINGFOUR AREAS OF FOCUS
  • 7. Platform Pages Ads Insights
  • 8. Best Practice Guide The Facebook ecosystem1 Build 3 Amplify The first step is building your presence with a Facebook Every time someone interacts with your business, that action Page. Pages allow you to create an identity for your business in gets published into the News Feed, creating word of mouth. the social graph - the map of the connections among These organic stories are extremely effective at getting people and the things they care about. If you others to engage and take action, and can be have physical store locations, link your Page IN SI shared with a much larger number of potential with a Place. 1 BUILD G and current customers by using HT S Facebook Ads and Sponsored You can use Social Plugins, the Stories. Facebook Ads include the names Graph API and Apps on Facebook of friends who have already connected to to create social experiences involving your business. Sponsored Stories enable your products and online properties you to increase the distribution of News 2 3 ENG that are engaging and personalized. Feed stories about your business. AM AG PL FY E2 Engage Together, these tools give you the S I HT IG NS Creating these Facebook touch points I effectiveness of earned media, at the allows you to start building your fan base scale and predictability of paid media. Every and engaging with your customers. campaign you run has a lasting impact via the Facebook Like Ads are the quickest way to relationships you build along the way. This is the new acquire fans. Publishing and engaging in conversations word of mouth and research has shown it’s twice as effective with your fans will allow you to deepen relationships and gain at driving results. valuable insights. 4
  • 9. “We don’t build services to make money; we make money to build better services.” — Mark Zuckerberg
  • 10. THREE THINGS THAT MAKE FACEBOOK BETTERAuthentic Identity Owned Audiences Word-of-Mouth at Scale
  • 11. IDENTIFYING THE UNDERLYING PRINCIPLES1. Social by Design2. Love Your Audience3. Authentic Voice4. Measure and Iterate
  • 12. IDENTIFYING THE USE CASES1. Gain Insights2. Create Awareness3. Change Attitudes4. Drive Sales and Visitors5. Loyalty
  • 13. Platform Pages Ads Insights
  • 14. THREE REASONS YOU CAN’T IGNORE PLATFORMEasy Registration More Traffic Better Engagement
  • 15. THE HISTORY OFFACEBOOK’S DEVELOPERPLATFORM COURTESY OFResearch: Facebook, Design: @nick_siglerSources: CNET, Mashable, TechCrunch and more http://mashable.com/2012/05/24/facebook-developer-platform-infographic
  • 16. Platform 1. App CenterCore Elements 2. Open Graph 3. Applications, websites, devices 4. Graph API 5. Facebook Plugins 6. Facebook Credits
  • 17. APP CENTER
  • 18. OPEN GRAPH PROTOCOL INTEGRATIONS
  • 19. DEVICES: INSTAGRAM Newsfeed Story Authentication Open Graph Timeline Story
  • 20. APPLICATIONS: VISA–OLYMPIC GAMES Accessible on Facebook.com Social by Design Timeline Story Authentication
  • 21. WEBSITES: FAB.COM Login with Facebook Friend Lists Timeline Authentication Open Graph Authentication Inviting Friends Commenting
  • 22. GRAPH API: SOCIALTIMELINE.CO
  • 23. FACEBOOK PLUGINS Lets users share pages from your site LIKE BUTTON back to their Facebook profile with one click. Allows your users to easily SEND BUTTON send your content to their friends. Allows people to subscribe to other SUBSCRIBE BUTTON Facebook users directly from your site. Lets users comment on any COMMENTS piece of content on your site.
  • 24. FACEBOOK PLUGINS Shows users what their friends are doing ACTIVITY FEED on your site through likes and comments. Gives users personalized suggestions RECOMMENDATIONS for pages on your site they might like. Enables users to like your Facebook Page LIKE BOX and view its stream directly from your website. Shows profile pictures of the user’s friends who have LOGIN BUTTON already signed up for your site in addition to a login button.
  • 25. FACEBOOK PLUGINS Allows users to easily sign up for REGISTRATION your website with their Facebook account. Displays the Facebook profile pictures of users who FACEPILE have liked your page or have signed up for your site.
  • 26. FACEBOOK CREDITS The Web Offer Payment Screen Credits is a huge opportunity. Huge.
  • 27. Platform Pages Ads Insights
  • 28. Pages 1. The Newsfeed, Ticker, TimelineCore Elements 2. Tabs 3. The Cover Photo 4. Edge Rank 5. Publishing
  • 29. THE NEWSFEED
  • 30. THE TICKER
  • 31. THE TIMELINE
  • 32. TABS Access Tabs through Page Drive Traffic via Ads 810 px (max)
  • 33. THE COVER PHOTO
  • 34. EDGE RANK No one visits your page. 16% of your fan base sees a post on a good day. 2-3% will click Like or Comment on a great day. 1% find you in the Newsfeed and click on your page. 16% 16% 2-3% 1% 2-3% 1% TOTAL SEE ENGAGE VISITAUDIENCE
  • 35. EDGE RANK Facebook decides which content to display in the Newsfeed using an algorithm called:
  • 36. EDGE RANK Your daily marketing messages are thrown into the attention blender. * * Metaphor
  • 37. EDGE RANK Napkin math shows us that I see less than 0.2% of the content published to my Newsfeed daily! * * I am making some assumptions.
  • 38. EDGE RANK I’ve got and = 4,391
  • 39. EDGE RANK If everyone I follow posts 3 times per day... That is 13,173 posts to show me each day I visit my Newsfeed.
  • 40. EDGE RANK Now consider that I login 8 times a day... * * I know. I’m addicted.
  • 41. EDGE RANK And when I login I see this...
  • 42. EDGE RANK 24 total posts per day that I might see... For every one post I see 549 go unseen.
  • 43. PUBLISHING Targeting Posts Scheduling Posts
  • 44. PUBLISHING WEAK TIES STRONG TIES
  • 45. PUBLISHING
  • 46. PUBLISHING DANCING DIY CRAFTS COOKINGACTIVITIES FANS FOOD & DININGOutdoor Fitness 10,479Gaming (Console) 10,126 EVENT PLANNINGSocial Gaming 6,758Literature 5,635 OUTDOOR FITNESS PHOTOGRAPHYTraveling 4,907 SOCIAL GAMINGCooking 4,450Food & Dining 3,971Dancing 3,285Photography 3,181 TRAVELINGDIY / Crafts 3,077Photo Uploading 2,412 LITERATURE GAMING (CONSOLE)Gardening 499 GARDENINGEvent Planning 353 PHOTO UPLOADING
  • 47. Platform Pages Ads Insights
  • 48. THE HISTORY OFADVERTISING ONFACEBOOK COURTESY OFResearch: Sarah Kessler, Design: @EmilyCaulfieldSources: Facebook, Mashable, Flickr and more http://mashable.com/2011/06/28/facebook-advertising-infographic
  • 49. Ads 1. Ad FormatsCore Elements 2. Targeting 3. Optimization 4. Tracking
  • 50. AD FORMATS Sponsored Results Marketplace Ads
  • 51. AD FORMATS Sponsored Mobile Premium Ads
  • 52. AD FORMATS App Sponsored Story Page Sponsored Story Page Like Ad
  • 53. AD FORMATS Sponsored Posts
  • 54. TARGETING
  • 55. TARGETING
  • 56. OPTIMIZATION WAYS TO OPTIMIZE Cats in images Day parting Audience Segmenting Short Copy Faces in images High Contrast Borders Strong Call to Action Precise Targeting Multivariate Testing
  • 57. CONVERSION TRACKING People talking about this Offers shared Page likes Offers claimed Page post likes App Installs Page post comments App used Page post shares Credit spend events @ mentions Credit spend amounts Check-ins Number of RSVPs Photo Tags 1,7, 28 day attribution
  • 58. Platform Pages Ads Insights
  • 59. Insights 1. Page and Post InsightsCore Elements 2. Domain and Application Insights
  • 60. PAGE AND POST INSIGHTS Page Insights Post Insights In-Timeline Post Insights
  • 61. DOMAIN AND APPLICATION INSIGHTS Page Insights Stream Publish Traffic
  • 62. 1. How Apps Grow 2. Designing the Story 3. Preferred Marketing DevelopersAdvanced Topics for Marketers 4. You are a Media Company 5. Good to Great Content 6. Measuring ROI 7. Native is Huge 8. Resources
  • 63. HOW APPS GROW Users Retained X Visitors Retained X New Users Acquired Per Visit
  • 64. HOW APPS GROW Percent of new app users that continue to RETENTION use an app during a period WEEK 1 WEEK 2 WEEK 3 80% retention 50% retention
  • 65. HOW APPS GROW LEAKY IDEAL Virality Virality Retention Retention BAD GEM Virality Virality Retention Retention
  • 66. DESIGNING STORIES ACTION TYPE OBJECT TYPE APP NAME IMAGE ACTION CAPTION OBJECT TITLE
  • 67. PREFERRED MARKETING DEVELOPERS Platform Pages Apps Insights
  • 68. PREFERRED MARKETINGDEVELOPERS GRAPHICSCOURTESY OFResearch and Design: AlphaBoostSources: Facebook’s Preferred Mktg Dev Directoryhttp://blog.alphaboost.com/post/22259049172/investing-in-facebook-preferred-marketing-developers
  • 69. YOU ARE A MEDIA COMPANY What is a social media campaign?
  • 70. DISORIENTED CONFUSED LOSTUNSURE PERPLEXEDUNCLEAR BEWILDERED
  • 71. WHAT DO YOU WANT FROM YOUR SOCIAL ADVERTISING?
  • 72. WHY?
  • 73. Don’t rent.
  • 74. Buy to Own and Re-Engage.
  • 75. THREE EXAMPLES OFAUDIENCE CHANNELSTwitter Email Facebook
  • 76. We can now Buy, Own, and Re-engage our audience in perpetuity.
  • 77. Predicting is nearly impossible. Reacting is the future.
  • 78. LIKE TOTAL CLICK LIKES TOTAL TELL_ COMMENTS COMMENTTOTALPHOTO QUESTIONVIEWS MARK TOTAL LETS SHARES LENGTH EXCLAMATION PICTURE SMILEY CAPTION
  • 79. GOOD TO GREAT CONTENT en t Great ContWHAT DOES GOOD CONTENT LOOK LIKE? tentAs soon as it is published people start Kinda Great Conliking it or commenting on it. It isprobably a photo that is of interest to a ATTENTION *large portion of your audience. It may Bad Contenteven be a popular meme. TIME * Attention is a measure based on reach and people talking about your post.
  • 80. GOOD TO GREAT CONTENTWHAT MAKES BAD CONTENT BAD?As soon as it is published no one ispaying attention. Likely because youpulished it when all of your fans weresleeping or at work or you don’t post ATTENTIONconsistently. The content was probably ahard sell for your product and did not Bad Contentinclude a call to action and was notvisual. YOU SUCK. TIME
  • 81. GOOD TO GREAT CONTENT ent Great ContWHAT MAKES GREAT CONTENT GREAT?As soon as it is published, BOOM, itgoes insanely viral. People are sharingit, liking it, and commenting. It likelyincludes lots of calls to action (e.g. ATTENTIONLike, Comment, Share) and is superVISUAL, TIMELY, and CONSISTENT. TIME
  • 82. How do I find good content?
  • 83. SOCIALTIMELINE.CO
  • 84. Dollars in must beless than dollars out.
  • 85. Cost of Paid Media + Content + Moderation + Analysis MUST BE EQUAL TO OR LESS THAN Value of Free Attention + Total Sales Generated
  • 86. TRACK CONVERSIONS VIA ADS AND POSTS Click Landing Page Optimize Tracking Purchase
  • 87. Price is what you pay.Value is what you get.
  • 88. THANKS.@gomattymo