GETTING STARTEDWITH FACEBOOKMatt MonahanCEO and Founder, AlphaBoost
AGENDA1. A deep dive into 4 categories of Facebook Marketing   ‣   Platform   ‣   Pages   ‣   Insights   ‣   Ads2. Advance...
INTRODUCTIONMATT MONAHANCEO AND CO-FOUNDER, ALPHABOOST*‣   I went to Stanford University‣   I started Sharethrough and Alp...
INTRODUCTIONWHY DO I DO THIS?
“Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.”                              ...
INTRODUCTION TO FACEBOOK ADVERTISINGFOUR AREAS OF FOCUS
Platform   Pages    Ads    Insights
Best Practice Guide    The Facebook ecosystem1   Build                                                                   3...
“We don’t build services to make money; we make money to build better services.”                         — Mark Zuckerberg
THREE THINGS THAT  MAKE FACEBOOK BETTERAuthentic Identity   Owned Audiences   Word-of-Mouth                               ...
IDENTIFYING THE  UNDERLYING PRINCIPLES1. Social by Design2. Love Your Audience3. Authentic Voice4. Measure and Iterate
IDENTIFYING  THE USE CASES1. Gain Insights2. Create Awareness3. Change Attitudes4. Drive Sales and Visitors5. Loyalty
Platform   Pages    Ads    Insights
THREE REASONS YOU  CAN’T IGNORE PLATFORMEasy Registration   More Traffic   Better Engagement
THE HISTORY OFFACEBOOK’S DEVELOPERPLATFORM COURTESY OFResearch: Facebook, Design: @nick_siglerSources: CNET, Mashable, Tec...
Platform   1. App CenterCore Elements                2. Open Graph                3. Applications, websites, devices      ...
APP CENTER
OPEN GRAPH PROTOCOL INTEGRATIONS
DEVICES: INSTAGRAM                                           Newsfeed Story             Authentication   Open Graph       ...
APPLICATIONS: VISA–OLYMPIC GAMES           Accessible on Facebook.com   Social by Design                                  ...
WEBSITES: FAB.COM    Login with Facebook                       Friend Lists       Timeline                             Aut...
GRAPH API: SOCIALTIMELINE.CO
FACEBOOK PLUGINS                                      Lets users share pages from your site                        LIKE BU...
FACEBOOK PLUGINS                                       Shows users what their friends are doing                       ACTI...
FACEBOOK PLUGINS                                  Allows users to easily sign up for                   REGISTRATION   your...
FACEBOOK CREDITS                   The Web Offer               Payment Screen                   Credits is a huge opportun...
Platform   Pages    Ads    Insights
Pages   1. The Newsfeed, Ticker, TimelineCore Elements                2. Tabs                3. The Cover Photo           ...
THE NEWSFEED
THE TICKER
THE TIMELINE
TABS       Access Tabs through Page                     Drive Traffic via Ads   810 px (max)
THE COVER PHOTO
EDGE RANK                                   No one visits your page.                                   16% of your fan bas...
EDGE RANK            Facebook decides which content to display            in the Newsfeed using an algorithm called:
EDGE RANK            Your daily marketing            messages are thrown into            the attention blender.     *     ...
EDGE RANK            Napkin math shows us that I see less than 0.2%            of the content published to my Newsfeed dai...
EDGE RANK            I’ve got   and   =                                 4,391
EDGE RANK            If everyone I follow posts 3 times per day...            That is 13,173   posts to show me each      ...
EDGE RANK            Now consider that I login 8 times a day...                                                           ...
EDGE RANK            And when I login I see this...
EDGE RANK            24 total posts per day that I might see...            For every one post I see 549 go unseen.
PUBLISHING             Targeting Posts   Scheduling Posts
PUBLISHING   WEAK TIES             STRONG TIES
PUBLISHING
PUBLISHING                                                          DANCING                                               ...
Platform   Pages    Ads    Insights
THE HISTORY OFADVERTISING ONFACEBOOK COURTESY OFResearch: Sarah Kessler, Design: @EmilyCaulfieldSources: Facebook, Mashabl...
Ads    1. Ad FormatsCore Elements                2. Targeting                3. Optimization                4. Tracking
AD FORMATS             Sponsored Results   Marketplace Ads
AD FORMATS             Sponsored Mobile   Premium Ads
AD FORMATS             App Sponsored Story   Page Sponsored Story             Page Like Ad
AD FORMATS             Sponsored Posts
TARGETING
TARGETING
OPTIMIZATION               WAYS TO OPTIMIZE               Cats in images               Day parting               Audience ...
CONVERSION TRACKING                      People talking about this   Offers shared                      Page likes        ...
Platform   Pages    Ads    Insights
Insights   1. Page and Post InsightsCore Elements                 2. Domain and Application Insights
PAGE AND POST INSIGHTS      Page Insights      Post Insights                         In-Timeline Post Insights
DOMAIN AND APPLICATION INSIGHTS                    Page Insights                    Stream Publish Traffic
1. How Apps Grow                  2. Designing the Story                  3. Preferred Marketing DevelopersAdvanced Topics...
HOW APPS GROW                      Users Retained                             X                     Visitors Retained     ...
HOW APPS GROW                                                   Percent of new app users that continue to                 ...
HOW APPS GROW           LEAKY       IDEAL           Virality    Virality           Retention   Retention           BAD    ...
DESIGNING STORIES                ACTION TYPE    OBJECT TYPE      APP NAME                    IMAGE     ACTION CAPTION   OB...
PREFERRED MARKETING DEVELOPERS            Platform     Pages   Apps   Insights
PREFERRED MARKETINGDEVELOPERS GRAPHICSCOURTESY OFResearch and Design: AlphaBoostSources: Facebook’s Preferred Mktg Dev Dir...
YOU ARE A MEDIA COMPANY                   What is a social media campaign?
DISORIENTED    CONFUSED                        LOSTUNSURE                             PERPLEXEDUNCLEAR                    ...
WHAT DO YOU WANT FROM YOUR SOCIAL ADVERTISING?
WHY?
Don’t rent.
Buy to Own and Re-Engage.
THREE EXAMPLES OFAUDIENCE CHANNELSTwitter   Email     Facebook
We can now Buy, Own, and Re-engage our audience in perpetuity.
Predicting is nearly impossible.    Reacting is the future.
LIKE                     TOTAL               CLICK                     LIKES            TOTAL                             ...
GOOD TO GREAT CONTENT                                                                                                     ...
GOOD TO GREAT CONTENTWHAT MAKES BAD CONTENT BAD?As soon as it is published no one ispaying attention. Likely because youpu...
GOOD TO GREAT CONTENT                                                                    ent                              ...
How do I find good content?
SOCIALTIMELINE.CO
Dollars in must beless than dollars out.
Cost of Paid Media   +   Content    +   Moderation   +   Analysis           MUST BE EQUAL TO OR LESS THAN      Value of Fr...
TRACK CONVERSIONS VIA ADS AND POSTS                 Click                Landing Page                Optimize             ...
Price is what you pay.Value is what you get.
THANKS.@gomattymo
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
EVERYTHING Facebook Marketing
Upcoming SlideShare
Loading in...5
×

EVERYTHING Facebook Marketing

20,583

Published on

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

Learn more here:

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

Published in: Business
13 Comments
214 Likes
Statistics
Notes
No Downloads
Views
Total Views
20,583
On Slideshare
0
From Embeds
0
Number of Embeds
26
Actions
Shares
0
Downloads
0
Comments
13
Likes
214
Embeds 0
No embeds

No notes for slide

EVERYTHING Facebook Marketing

  1. 1. GETTING STARTEDWITH FACEBOOKMatt MonahanCEO and Founder, AlphaBoost
  2. 2. AGENDA1. A deep dive into 4 categories of Facebook Marketing ‣ Platform ‣ Pages ‣ Insights ‣ Ads2. Advanced Topics
  3. 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. 4. INTRODUCTIONWHY DO I DO THIS?
  5. 5. “Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” — The Lorax
  6. 6. INTRODUCTION TO FACEBOOK ADVERTISINGFOUR AREAS OF FOCUS
  7. 7. Platform Pages Ads Insights
  8. 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. 9. “We don’t build services to make money; we make money to build better services.” — Mark Zuckerberg
  10. 10. THREE THINGS THAT MAKE FACEBOOK BETTERAuthentic Identity Owned Audiences Word-of-Mouth at Scale
  11. 11. IDENTIFYING THE UNDERLYING PRINCIPLES1. Social by Design2. Love Your Audience3. Authentic Voice4. Measure and Iterate
  12. 12. IDENTIFYING THE USE CASES1. Gain Insights2. Create Awareness3. Change Attitudes4. Drive Sales and Visitors5. Loyalty
  13. 13. Platform Pages Ads Insights
  14. 14. THREE REASONS YOU CAN’T IGNORE PLATFORMEasy Registration More Traffic Better Engagement
  15. 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. 16. Platform 1. App CenterCore Elements 2. Open Graph 3. Applications, websites, devices 4. Graph API 5. Facebook Plugins 6. Facebook Credits
  17. 17. APP CENTER
  18. 18. OPEN GRAPH PROTOCOL INTEGRATIONS
  19. 19. DEVICES: INSTAGRAM Newsfeed Story Authentication Open Graph Timeline Story
  20. 20. APPLICATIONS: VISA–OLYMPIC GAMES Accessible on Facebook.com Social by Design Timeline Story Authentication
  21. 21. WEBSITES: FAB.COM Login with Facebook Friend Lists Timeline Authentication Open Graph Authentication Inviting Friends Commenting
  22. 22. GRAPH API: SOCIALTIMELINE.CO
  23. 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. 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. 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. 26. FACEBOOK CREDITS The Web Offer Payment Screen Credits is a huge opportunity. Huge.
  27. 27. Platform Pages Ads Insights
  28. 28. Pages 1. The Newsfeed, Ticker, TimelineCore Elements 2. Tabs 3. The Cover Photo 4. Edge Rank 5. Publishing
  29. 29. THE NEWSFEED
  30. 30. THE TICKER
  31. 31. THE TIMELINE
  32. 32. TABS Access Tabs through Page Drive Traffic via Ads 810 px (max)
  33. 33. THE COVER PHOTO
  34. 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. 35. EDGE RANK Facebook decides which content to display in the Newsfeed using an algorithm called:
  36. 36. EDGE RANK Your daily marketing messages are thrown into the attention blender. * * Metaphor
  37. 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. 38. EDGE RANK I’ve got and = 4,391
  39. 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. 40. EDGE RANK Now consider that I login 8 times a day... * * I know. I’m addicted.
  41. 41. EDGE RANK And when I login I see this...
  42. 42. EDGE RANK 24 total posts per day that I might see... For every one post I see 549 go unseen.
  43. 43. PUBLISHING Targeting Posts Scheduling Posts
  44. 44. PUBLISHING WEAK TIES STRONG TIES
  45. 45. PUBLISHING
  46. 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. 47. Platform Pages Ads Insights
  48. 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. 49. Ads 1. Ad FormatsCore Elements 2. Targeting 3. Optimization 4. Tracking
  50. 50. AD FORMATS Sponsored Results Marketplace Ads
  51. 51. AD FORMATS Sponsored Mobile Premium Ads
  52. 52. AD FORMATS App Sponsored Story Page Sponsored Story Page Like Ad
  53. 53. AD FORMATS Sponsored Posts
  54. 54. TARGETING
  55. 55. TARGETING
  56. 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. 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. 58. Platform Pages Ads Insights
  59. 59. Insights 1. Page and Post InsightsCore Elements 2. Domain and Application Insights
  60. 60. PAGE AND POST INSIGHTS Page Insights Post Insights In-Timeline Post Insights
  61. 61. DOMAIN AND APPLICATION INSIGHTS Page Insights Stream Publish Traffic
  62. 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. 63. HOW APPS GROW Users Retained X Visitors Retained X New Users Acquired Per Visit
  64. 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. 65. HOW APPS GROW LEAKY IDEAL Virality Virality Retention Retention BAD GEM Virality Virality Retention Retention
  66. 66. DESIGNING STORIES ACTION TYPE OBJECT TYPE APP NAME IMAGE ACTION CAPTION OBJECT TITLE
  67. 67. PREFERRED MARKETING DEVELOPERS Platform Pages Apps Insights
  68. 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. 69. YOU ARE A MEDIA COMPANY What is a social media campaign?
  70. 70. DISORIENTED CONFUSED LOSTUNSURE PERPLEXEDUNCLEAR BEWILDERED
  71. 71. WHAT DO YOU WANT FROM YOUR SOCIAL ADVERTISING?
  72. 72. WHY?
  73. 73. Don’t rent.
  74. 74. Buy to Own and Re-Engage.
  75. 75. THREE EXAMPLES OFAUDIENCE CHANNELSTwitter Email Facebook
  76. 76. We can now Buy, Own, and Re-engage our audience in perpetuity.
  77. 77. Predicting is nearly impossible. Reacting is the future.
  78. 78. LIKE TOTAL CLICK LIKES TOTAL TELL_ COMMENTS COMMENTTOTALPHOTO QUESTIONVIEWS MARK TOTAL LETS SHARES LENGTH EXCLAMATION PICTURE SMILEY CAPTION
  79. 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. 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. 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. 82. How do I find good content?
  83. 83. SOCIALTIMELINE.CO
  84. 84. Dollars in must beless than dollars out.
  85. 85. Cost of Paid Media + Content + Moderation + Analysis MUST BE EQUAL TO OR LESS THAN Value of Free Attention + Total Sales Generated
  86. 86. TRACK CONVERSIONS VIA ADS AND POSTS Click Landing Page Optimize Tracking Purchase
  87. 87. Price is what you pay.Value is what you get.
  88. 88. THANKS.@gomattymo

×