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Transcript

  • 1. THE 5 DON’TS OF FACEBOOK MARKETING
  • 2. 1. Don’t focus on fan acquisition
    Quality engagement and content will increase fans
  • 3. 75%
    Brand Invite/Ad
    59%
    Friend
    49%
    Search
    What drives people to fan?
  • 4. Existing customers
    84%
    FANS ARE CUSTOMERS
    LOOKING FOR DEALS, NEWS & COMMUNITY
    Want exclusive offers & benefits
    83%
    Will recommend to a friend
    92%
  • 5. Engagement brings fans
    Total Fans
    Engagement
  • 6. 2. Don’t think of your wall as twitter or a blog
    Casual, conversational content works better in Facebook
  • 7. The average user only sees
    5%
    of all posts that could appear in their feed
    The truth about wall posts
  • 8. Posts are filtered by EdgeRank
  • 9. Engagement examples
    339K fans
    High
    Low
  • 10. Engagement examples
    768K fans
    High
    Low
  • 11. Engagement examples
    1.4M fans
    High
    Low
  • 12.
  • 13.
  • 14. 3. Don’t miss out on advertising
    Fans are the new email list and ads are the new email
  • 15. .05%
    Avg. CTR of ads to non-fans
    .35%
    Avg. CTR of ads to fans
    Cold targeting vs. fan targeting
  • 16. Facebook Assets
    Website
    Landing page options
  • 17. Facebook Assets
    Website
    Landing page options
  • 18. Tabs are here
  • 19.
  • 20. Tabs make ideal landing pages
  • 21. 4. Don’t forget about your website
    Site integration helps get more value out of Facebook
  • 22. Like button on site
  • 23. Creates a story
  • 24. Discussion increases reach
  • 25. Viral loop
  • 26. And gives you fans to target with ads
  • 27. 5. Don’t listen to naysayers
    Facebook is not going away
  • 28. 8%
    THE US
    ADOPTION
    OF SOCIAL
    Twitter
    Social Networks
    52%
    4%
    Location
    Facebook
    51%
  • 29. Facebook is up, sites are down
  • 30. FACEBOOK FANS
    SITE VISITORS (MO.)
    24,500,000 1,800,000
    33,660,000 270,000
    22,800,000 290,000
    10,400,000325,000
  • 31. Like search, social is splitting
  • 32. Paid social will dominate
    • On demand
    • 33. Directly measurable value
    • 34. Scalable
    • 35. Familiar to marketers
  • Questions?
    Thank you!