Facebook Marketing

Facebook Marketing June 9, 2009 Richard J. Krueger Facebook: Richard Krueger AboutFaceDigital, CEO Twitter ID: rkrueger Samepoint, Co-Founder Blog: www.aboutfacedigital.com/blog/ Show Me the Money!

About Me
Held management roles at several top ten PR agencies in NYC
Oversaw PR for Time Inc. New Media
Served as Marketing Dir. and CMO for several successful Internet start-ups, including:
LocalEyes (acquired by AOL)
Icon CMT (acquired by Qwest)
Launched online gaming site with Garry Kasparov, World Chess Champion
Developed video games for Price is Right, Hell’s Kitchen and upcoming American Idol
Started AboutFaceDigital, social media agency, specializing in Facebook marketing
Co-founded Samepoint.com, leading online reputation search engine
Author of upcoming book, Facebook Marketing for Dummies, available in Sept.

Why Facebook Matters

Why Should You Care?
Facebook is the leading online social network
The site claims more than 200 million active users (worldwide)
That’s an audience twice the size of the Superbowl
More than 50%, or 100 million users, log on at least once a day
More than 4 billion minutes are spent on Facebook each day

Who Are All These People?
There are more females (55.7%) than males (42.2%)
2.2% are of unknown gender(?)
The fastest growing demographic is the 35-54 year old demo
Experiencing a 276.4% growth rate over the past 6 months
The 55+ demo is not far behind with a 194.3% growth rate
The 25-34 year population is doubling every 6 months
(source: Istrategy Labs 2009 Facebook Demographics and Statistics Report)

Where Are They Coming From?
About 70% of Facebook users are outside the United States
Facebook has been translated into 70+ languages
In U.S., the largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago
Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest
There are more than 30 million active users currently accessing Facebook via their mobile devices

What Are They Doing?
Average user has 120 friends on the site
More than 30 million users are updating their statuses at least once each day
More than 6 million users become fans of Pages each day
More than 850 million photos are uploaded each month
More than 10 million videos are uploaded each month
More than 1 billion pieces of content are being shared each week (web links, news stories, blog posts, notes, photos, etc.)
More than 2.5 million events are created each month
More than 30 million active user groups have been created since the site launched
(source: Facebook stats)

Facebook Strategies

5 Steps to Building Your Facebook Presence
Step 1: Expanding your network of friends
Step 2: Joining and participating in related Groups
Step 3: Monitoring your brand reputation within Facebook
Step 4: Creating and taking ownership over your company’s official
Public Profile
Step 5: Managing an ad campaign to reach your desired audience

Step 1: The Art of Influencing Friends
Facebook is all about making connections with old and new contacts
Facebook allows you to search for friends by:
Name
High School
College
Company
Import email contacts and blast your friends
Be bold, be assertive, chances are they’d love to connect
Friendship is a two-way street - show your friend’s you care
Comment on photos
Send bday wishes
Challenge them to activities you think they’d enjoy

Step 2: Catering to Special Interests via Facebook Groups
Groups have become a hugely popular feature within Facebook with more than 30-million created
Groups span the gamete of topics, including:
Camp Delaware Alumni - 567 members
Reasons to Date a Mortician - 874 members
Bald Men R Hot!!! - 1017 members
Any Facebook member can start a group
Groups can be restricted (approval required by admin), or open to all
They can also be secret, undetectable by search engines
Admins can blast emails to its members

Step 3: Managing Your Online Reputation
Groups and Profile Pages can also serve to damage a brand
Bad news always travels faster than good
Companies need to know if/who is hijacking their brands
Spotlight : Bank of America has received even more bad news - more than half of the 568 Facebook Groups about BOA are damaging, started by dissatisfied customers or disgruntled employees.

Step 4: Creating Your Company Profile
Facebook Public Profiles are for companies big and small, celebrities, musicians, DVD/book producers, service providers and non-profits
There is no charge to create a Public Profile and it is relatively easy to set-up
Facebook members can become Fans of a Public Profile page
Automatic opt-in member from which to market to
Their interactions generate news stories
Fans serve as brand evangelists
Challenge is providing a compelling reason for people to become fans and remain engaged

Public Profiles: Best Practices
Rome wasn’t built in a day
relationships take time
take an initial step, evaluate, learn and scale it up
Facebook is leading the marketing shift from monologue to dialogue
Make sure to listen and respond
Encourage fan participation
Incentivize Fans
Provide Fans with relevant benefits
Contests and giveaways still rule
Global Brands Have Global Fans
Need to think globally and act locally
Post content with global appeal
Reach local via targeted updates
If you Promote it, They’ll Come
Ads drive users

Public Profile: BudLight Bikini Babes and Chance to Win a Cruise TIP: Public Profiles that show people in their photos attract more Fans that Profiles with logos, offices, or product images.

Public Profile: Barack Obama The Most Popular Man on Facebook

Step 5: Facebook as an Ad Platform
Facebook offers a self-serve ad system, similar to Google
Purchased on a CPC or CPM closed-bidding system
Ad creation, management and payment is done within Facebook
They allow for a high degree of targeting
Location
Education
Age/Sex/Relationship status
Language
Interests (based on user’s personal profile data)
Social Ads leverage news feed stories to amplify the impact
Engagement Ads bring social actions directly into the ad unit
Become a Fan of a Page
RSVP to an Event

Targeted Ad: Skinny Guy Workout Plan Now That’s Targeting Ability

Social Ad: Blockbuster Your Face Could End Up in this Ad
A Social Ad is a Facebook Ad with a story about the user’s friends’ interactions with a Facebook Page or Application as the headline
Social Ads include the branded image and copy from the advertiser alongside the Social Action
Social Actions make the ad more personally engaging and relevant for the user viewing it

Social Ad: Virgin America Fans Become Brand Evangelists

Engagement Ad: Powered by Dell Increasing Conversions from Within
Engagement ads allow users to engage with ads in the same way they interact with other content on Facebook, without leaving their home page on Facebook
When a user takes an action within an Engagement ad, it sparks organic sharing

Facebook Tools

Roll Your Own Ads
Enter your click-thru page
Create your ad
Select your audience
Add your bid

Create Ads the Facebook Way

Ad Targeting Made Easy

Place Your Bid

Facebook Ad Manager

Measuring Ad Success
Facebook provides basic ad metrics via its Ad Manager
Facebook Insights offers deeper insights into social ad performance, including:
Reach (impressions/clicks)
Viral impact (how many fan additions)
Demographic breakdown
Engagement (number of video plays, wall posts, etc.)

Measuring Conversational Buzz
Lexicon is a tool to measure conversation frequency within Facebook
www. facebook .com/lexicon
Enter up to five terms for a comparison graph
Lexicon shows the number of users that posted each term per day on a profile, event or group Wall
Does not count repeated terms by the same user on the same day
A new version available soon will offer advanced features
Demographic breakdown
Sentiment analysis (positive/netative)
Conversational maps
Additional related metrics (associations, pulse, etc.)

Lexicon: Cool Charts and Graphs

Facebook Platform

Branded Applications
Facebook opened up its platform to developers in April 2007
Presently, there are 52,000 applications available in the Facebook Application Directory
Facebook has signed up more than 950,000 developers from more than 180 countries
Every month, more than 70% of Facebook users engage with Facebook apps
More than 100 applications have more than one million monthly active users

Branded App: Foot Network Make a Cupcake and Send to a Friend
Fun, engaging activity
Underscores brand
Highly viral
Integrates unique content

Branded App: Visa The Visa Business Network
Free $100 ad credit
More than 50K installs
Resources and advice for small business owners
Ability to network with others in the community

Facebook Connect
Provides web site owners with a single sign-on process
Extends many of the same Facebook features that people have come to rely on to partner web sites
Seamlessly publishes members social actions to their Facebook news feeds, fueling the viral channels
Keeps your users' personal and friend data in sync with Facebook
More than 10,000 websites have implemented Facebook Connect since its general availability in Dec. 2008

Ben & Jerry’s Serves Up Tasty Connect

Last Words

FACEBOOK MARKETING GUIDELINES
Be Honest - always practice transparency. If you are representing a client, make sure to clearly identify state your association
Be Passionate - enthusiasm spreads. You’ve got to drink the coolaide if you want others to follow
Be Patient - Building an online reputation is a process. Blogs, Twitter, Facebook, LinkedIn all take time and dedicated efforts to build a fan base.
Everyone Loves Free Stuff - This is especially true on Facebook, but can be generally applied across all web marketing channels
Measure Your Success - Marketers are increasingly under pressure to show ROI. The three M’s of social media marketing are Monitor, Mine and Metrics.

Facebook Closing Notes
Facebook offers marketers a ready-made environment with 200-million members
The social network provides tools for anyone to create a Facebook presence
Public Profile pages are the best place to start, as they allow a company, celebrity or organization build a network of fans
When a user becomes a fan of your Public Profile, you have an interested, opt-in consumer
Facebook ads are among the best ways to drive fan engagement
Promote valuab

Contact Richard Krueger (917) 400-0240 [email_address]

Facebook Marketing

by Patti Clapp on Mar 14, 2011

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Facebook Marketing — Presentation Transcript