Big Brands Facebook Demographics Case Studies Best Practices3037

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    Big Brands Facebook Demographics Case Studies Best Practices3037 - Presentation Transcript

    1.  
    2. Big Brands & Facebook: Demographics, Case Studies & Best Practices Charlene Li Vice President & Principal Analyst Forrester Research October 8, 2007
    3. Theme Facebook marketing requires communicating, not advertising
    4. Agenda
      • What are the demographics of Facebook users?
      • What are some best practices for brand marketing on Facebook?
    5. Facebook’s demographics
      • 60 million active users projected by end of 2007
        • Currently at 44 million active users
        • Half of current users return daily
      • Facebook also projects that 75% of worldwide users will be outside of college
      Source: Facebook
    6. A drill down of Facebook’s US demographics
      • 56.3% female
      • 58.4% have some college education
      • 14% are non-white
      • 34% work as professionals, executives, sales, education, or technical
        • 12% are full time students
      • 12% have children under 16
      Source: Nielsen//NetRatings
    7. Facebook’s international age distribution Source: Facebook internal data, September 2007
    8. Facebook users have “aged” over the past year Source: Nielsen//NetRatings Note: These number differ significantly from Facebook’s internal data, which has 35+ as 6% of all users worldwide in September 2007 Percent of US Facebook users in each age group
    9. Facebook demographics best practices
      • Anticipate that the demographics will change rapidly over the next 12-18 months
      • Adjust your marketing plans and plan for flexibility
      • Beware of relying on what worked yesterday, especially with fickle college students and newbie 35+ users
    10. Agenda
      • What are the demographics of Facebook users?
      • What are some best practices for brand marketing on Facebook?
    11. Microsoft handles IAB standard ad sales
    12. Targeting beyond demos
    13. Facebook’s News Feed Ads insert targeted messages 4-26% CTR for sponsored News Feed stories
    14. Facebook Flyers give self-service control
    15.  
    16. Theme Facebook marketing requires communicating, not advertising
    17. Sponsored Groups
      • Group page with customized navigation, look & feel
      • Usually includes a significant media buy to drive traffic to the sponsored group page
        • Display ads and flyers
        • Newsfeed targeting
      • Costs usually in the six figures for a three month engagement
      • Note that any company can set up a group for free
    18. Jeep treats social networks like another channel
    19. Misses a chance to create a unique community
    20. Victoria’s Secret also looks like an ad…
    21. But the community is highly engaged
    22. Crest White Strips case study Targeted 20 colleges Offered free concerts and movie screenings Live chat facilitate interactions Measured sales impact at nearby stores
    23. Ernst & Young engages in a conversation to recruit college students
    24. Sponsored Groups best practices
      • Understand how similar groups meet/don’t meet needs already
      • Create a unique experience that
      • Enable discussion board, The Wall, photos, etc.
      • Read and respond to comments
      • Be transparent about your role and perspective
    25. Why applications on Facebook are different
    26. Because I know Dave, his review has context
    27. My colleague Peter Kim shares travel
    28. Application best practices
      • Create useful apps that model what friends do naturally – share info, experiences, and laughs
      • Plan out how to make your app viral
      • Get feedback from users once you launch
    29. Recommendations
      • Facebook marketing is about communicating, not advertising – so act appropriately
      • Be a part of the Facebook experience
        • More like content than advertising
      • Tap into the reasons why friends share
      • Listen, learn, and be ready to make mistakes
    30. Wal-Mart keeps trying – kudos for effort
    31. Thank you Charlene Li +1 650/581-3833 [email_address] www.forrester.com blogs.forrester.com/charleneli

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