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Would you like this person    as a customer?• Single Female   • iPhone• 35 Years old    • Gardening• $80K +          • Foo...
What if I told you she prefers to engage brands on Facebook?      This is a real   screenshot of her   iPhone where she su...
1. Why Facebook?
1. Why Facebook?• The long term trend of the web
1. Why Facebook?• The long term trend of the web• Traffic to your website
1. Why Facebook?• The long term trend of the web• Traffic to your website• Interaction with your customer
1. Why Facebook?• The long term trend of the web• Traffic to your website• Interaction with your customer• Reach
1. Why Facebook?• The long term trend of the web• Traffic to your website• Interaction with your customer• Reach• Competition
1. Why Facebook?• The long term trend of the web• Traffic to your website• Interaction with your customer• Reach• Competiti...
Long Term Trend1990 - Web & email
Long Term Trend1990 - Web & email2005 - Interactivity
Long Term Trend1990 - Web & email2005 - Interactivity2010 - User engagement
“[Facebook] is the numberone app right now...customerspicking up their phone 150times a day”          Philipp Humm - CEO, ...
Facebook’s GrowthSource: Official Facebook statistics
Facebook’s Growth                            900                            675      Millions of Members                  ...
Facebook’s Global Reach
2. Who will I reach?
hi cs     gr ap  m oDe
hi cs      gr ap   m oDe            i cs         raph     hogPsyc
hi cs       gr ap    m oD e            i cs          raph      hogPs yc           i cs          ra ph       o g ec hnT
Social TechnographicsSource: Forrester Research
Social Technographics                     2006                  Creators 13%                   Critics 19%                ...
Social Technographics                                         2010                     2006             Creators 24%      ...
Social Technographics                                         2010                     2006             Creators 24%      ...
Social Technographics                                         2010                     2006             Creators 24%      ...
Social Technographics                                         2010                     2006             Creators 24%      ...
3. What do I do?
Remember, it’s “Social” Media
Remember, it’s “Social” Media• We tell stories
Remember, it’s “Social” Media• We tell stories• We get together
Remember, it’s “Social” Media• We tell stories• We get together• We share pictures and home movies
Remember, it’s “Social” Media• We tell stories• We get together• We share pictures and home movies• We send messages to ea...
Remember, it’s “Social” Media• We tell stories• We get together• We share pictures and home movies• We send messages to ea...
Remember, it’s “Social” Media• We tell stories• We get together• We share pictures and home movies• We send messages to ea...
4. How far doesFacebook reach?
Open Graph
Open Graph• Facebook is everywhere• Mobile and Desktop• Apps and websites
Time Spent On Site                      by Login TypeSource: bit.ly
Time Spent On Site                      by Login Type                                        5   min                      ...
Time Spent On Site                      by Login Type                             8   min        5   min                  ...
Time Spent On Site                         by Login Type       12          min          8   min        5   min        Soci...
Avg Page Views                    by Login TypeSource: bit.ly
Avg Page Views                    by Login Type                                       4                                   ...
Avg Page Views                    by Login Type                           10              4                       Standard...
Avg Page Views                       by Login Type           15                 10              4        Social Login     ...
Social Login                         by Provider                      Yahoo!                         15%                 T...
5. When should I post?
Facebook      Twitter       TumblrBest    1pm-4pm      1pm-3pm       7pm-10pm         after 8pm    after 8pmWorst         ...
Facebook      Twitter       TumblrBest    1pm-4pm      1pm-3pm       7pm-10pm         after 8pm    after 8pmWorst         ...
Facebook      Twitter       TumblrBest    1pm-4pm      1pm-3pm       7pm-10pm         after 8pm    after 8pmWorst         ...
Facebook      Twitter       TumblrBest    1pm-4pm      1pm-3pm       7pm-10pm         after 8pm    after 8pmWorst         ...
6. How should I post?
Quick Summary of the     Social Web
Quick Summary of the     Social Web• Changed the way customers share  information and connect with companies
Quick Summary of the     Social Web• Changed the way customers share  information and connect with companies• Broadened th...
Quick Summary of the     Social Web• Changed the way customers share  information and connect with companies• Broadened th...
Advertising Tips
Advertising Tips• Facebook users prefer to stay within  Facebook. Bounce rate and time on site will  fall by 41% and 51% r...
Advertising Tips• Facebook users prefer to stay within  Facebook. Bounce rate and time on site will  fall by 41% and 51% r...
Advertising Tips• Facebook users prefer to stay within  Facebook. Bounce rate and time on site will  fall by 41% and 51% r...
Engagement Tips
Engagement Tips• Post for your fans, not when it’s convenient  for you
Engagement Tips• Post for your fans, not when it’s convenient  for you• Use images and video, be interactive
Engagement Tips• Post for your fans, not when it’s convenient  for you• Use images and video, be interactive• Optimum timi...
How to handleNegative Comments
How to handle Negative Comments• Respond quickly and message offline
How to handle Negative Comments• Respond quickly and message offline• Be professional, stay cool, keep it short
How to handle Negative Comments• Respond quickly and message offline• Be professional, stay cool, keep it short• Thank them...
The New Timeline
The New Timeline• Depict behind the scenes activity
The New Timeline• Depict behind the scenes activity• Pin your featured content
The New Timeline• Depict behind the scenes activity• Pin your featured content• Ads more important than ever
The New Timeline• Depict behind the scenes activity• Pin your featured content• Ads more important than ever• Private mess...
The New Timeline• Depict behind the scenes activity• Pin your featured content• Ads more important than ever• Private mess...
The New Timeline• Depict behind the scenes activity• Pin your featured content• Ads more important than ever• Private mess...
“Its not that Im so smart, its just that I staywith problems longer...” - Albert Einstein
Hatef Yaminihatef@provoc.me
Facebook Marketing Guide
Facebook Marketing Guide
Facebook Marketing Guide
Facebook Marketing Guide
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Facebook Marketing Guide

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  • Transcript of "Facebook Marketing Guide"

    1. 1. Would you like this person as a customer?• Single Female • iPhone• 35 Years old • Gardening• $80K + • Food and Wine• Home owner • Travel• Lives & Works • Washingtonian in DC Magazine
    2. 2. What if I told you she prefers to engage brands on Facebook? This is a real screenshot of her iPhone where she subscribes to various brand page feedsincluding this one from Home Depot
    3. 3. 1. Why Facebook?
    4. 4. 1. Why Facebook?• The long term trend of the web
    5. 5. 1. Why Facebook?• The long term trend of the web• Traffic to your website
    6. 6. 1. Why Facebook?• The long term trend of the web• Traffic to your website• Interaction with your customer
    7. 7. 1. Why Facebook?• The long term trend of the web• Traffic to your website• Interaction with your customer• Reach
    8. 8. 1. Why Facebook?• The long term trend of the web• Traffic to your website• Interaction with your customer• Reach• Competition
    9. 9. 1. Why Facebook?• The long term trend of the web• Traffic to your website• Interaction with your customer• Reach• Competition• Facebook’s growth and success
    10. 10. Long Term Trend1990 - Web & email
    11. 11. Long Term Trend1990 - Web & email2005 - Interactivity
    12. 12. Long Term Trend1990 - Web & email2005 - Interactivity2010 - User engagement
    13. 13. “[Facebook] is the numberone app right now...customerspicking up their phone 150times a day” Philipp Humm - CEO, T-Mobile
    14. 14. Facebook’s GrowthSource: Official Facebook statistics
    15. 15. Facebook’s Growth 900 675 Millions of Members 450 225 0 2004 2005 2006 2007 2008 2009 2010 2011 2012Source: Official Facebook statistics
    16. 16. Facebook’s Global Reach
    17. 17. 2. Who will I reach?
    18. 18. hi cs gr ap m oDe
    19. 19. hi cs gr ap m oDe i cs raph hogPsyc
    20. 20. hi cs gr ap m oD e i cs raph hogPs yc i cs ra ph o g ec hnT
    21. 21. Social TechnographicsSource: Forrester Research
    22. 22. Social Technographics 2006 Creators 13% Critics 19% Collectors 15% Joiners 19% Spectators 33% Inactives 52%Source: Forrester Research
    23. 23. Social Technographics 2010 2006 Creators 24% Creators 13% Conversationalists 33% Critics 19% Critics 37% Collectors 15% Collectors 20% Joiners 19% Joiners 59% Spectators 33% Spectators 70% Inactives 52% Inactives 17%Source: Forrester Research
    24. 24. Social Technographics 2010 2006 Creators 24% Creators 13% Conversationalists 33% Critics 19% Critics 37% Collectors 15% Collectors 20% Joiners 19% Joiners 59% Spectators 33% Spectators 70% Inactives 52% Inactives 17%Source: Forrester Research
    25. 25. Social Technographics 2010 2006 Creators 24% Creators 13% Conversationalists 33% Critics 19% Critics 37% Collectors 15% Collectors 20% Joiners 19% Joiners 59% Spectators 33% Spectators 70% Inactives 52% Inactives 17%Source: Forrester Research
    26. 26. Social Technographics 2010 2006 Creators 24% Creators 13% Conversationalists 33% Critics 19% Critics 37% Collectors 15% Collectors 20% Joiners 19% Joiners 59% Spectators 33% Spectators 70% Inactives 52% Inactives 17%Source: Forrester Research
    27. 27. 3. What do I do?
    28. 28. Remember, it’s “Social” Media
    29. 29. Remember, it’s “Social” Media• We tell stories
    30. 30. Remember, it’s “Social” Media• We tell stories• We get together
    31. 31. Remember, it’s “Social” Media• We tell stories• We get together• We share pictures and home movies
    32. 32. Remember, it’s “Social” Media• We tell stories• We get together• We share pictures and home movies• We send messages to each other
    33. 33. Remember, it’s “Social” Media• We tell stories• We get together• We share pictures and home movies• We send messages to each other• We talk and share experiences
    34. 34. Remember, it’s “Social” Media• We tell stories• We get together• We share pictures and home movies• We send messages to each other• We talk and share experiences• We communicate across the world
    35. 35. 4. How far doesFacebook reach?
    36. 36. Open Graph
    37. 37. Open Graph• Facebook is everywhere• Mobile and Desktop• Apps and websites
    38. 38. Time Spent On Site by Login TypeSource: bit.ly
    39. 39. Time Spent On Site by Login Type 5 min No LoginSource: bit.ly
    40. 40. Time Spent On Site by Login Type 8 min 5 min Standard Login No LoginSource: bit.ly
    41. 41. Time Spent On Site by Login Type 12 min 8 min 5 min Social Login Standard Login No LoginSource: bit.ly
    42. 42. Avg Page Views by Login TypeSource: bit.ly
    43. 43. Avg Page Views by Login Type 4 No LoginSource: bit.ly
    44. 44. Avg Page Views by Login Type 10 4 Standard Login No LoginSource: bit.ly
    45. 45. Avg Page Views by Login Type 15 10 4 Social Login Standard Login No LoginSource: bit.ly
    46. 46. Social Login by Provider Yahoo! 15% Twitter 10% Facebook LinkedIn 61% 2% Google 12%Source: bit.ly
    47. 47. 5. When should I post?
    48. 48. Facebook Twitter TumblrBest 1pm-4pm 1pm-3pm 7pm-10pm after 8pm after 8pmWorst before 4pm before 8am after 3pm FDays W - 3pm M, T, W F nights
    49. 49. Facebook Twitter TumblrBest 1pm-4pm 1pm-3pm 7pm-10pm after 8pm after 8pmWorst before 4pm before 8am after 3pm FDays W - 3pm M, T, W F nights
    50. 50. Facebook Twitter TumblrBest 1pm-4pm 1pm-3pm 7pm-10pm after 8pm after 8pmWorst before 4pm before 8am after 3pm FDays W - 3pm M, T, W F nights
    51. 51. Facebook Twitter TumblrBest 1pm-4pm 1pm-3pm 7pm-10pm after 8pm after 8pmWorst before 4pm before 8am after 3pm FDays W - 3pm M, T, W F nights
    52. 52. 6. How should I post?
    53. 53. Quick Summary of the Social Web
    54. 54. Quick Summary of the Social Web• Changed the way customers share information and connect with companies
    55. 55. Quick Summary of the Social Web• Changed the way customers share information and connect with companies• Broadened the channels available for obtaining and sharing information
    56. 56. Quick Summary of the Social Web• Changed the way customers share information and connect with companies• Broadened the channels available for obtaining and sharing information• Energized a new group of market mavens, creators, conversationalists and critics
    57. 57. Advertising Tips
    58. 58. Advertising Tips• Facebook users prefer to stay within Facebook. Bounce rate and time on site will fall by 41% and 51% respectively
    59. 59. Advertising Tips• Facebook users prefer to stay within Facebook. Bounce rate and time on site will fall by 41% and 51% respectively• Use an image, make it horizontal, close-up
    60. 60. Advertising Tips• Facebook users prefer to stay within Facebook. Bounce rate and time on site will fall by 41% and 51% respectively• Use an image, make it horizontal, close-up• The text should tell people why to follow the ad and set up the expectation for what to do next or what will happen if they do
    61. 61. Engagement Tips
    62. 62. Engagement Tips• Post for your fans, not when it’s convenient for you
    63. 63. Engagement Tips• Post for your fans, not when it’s convenient for you• Use images and video, be interactive
    64. 64. Engagement Tips• Post for your fans, not when it’s convenient for you• Use images and video, be interactive• Optimum timing is 1pm-4pm, peaks on Wednesday at 3pm
    65. 65. How to handleNegative Comments
    66. 66. How to handle Negative Comments• Respond quickly and message offline
    67. 67. How to handle Negative Comments• Respond quickly and message offline• Be professional, stay cool, keep it short
    68. 68. How to handle Negative Comments• Respond quickly and message offline• Be professional, stay cool, keep it short• Thank them and tell them what you will do
    69. 69. The New Timeline
    70. 70. The New Timeline• Depict behind the scenes activity
    71. 71. The New Timeline• Depict behind the scenes activity• Pin your featured content
    72. 72. The New Timeline• Depict behind the scenes activity• Pin your featured content• Ads more important than ever
    73. 73. The New Timeline• Depict behind the scenes activity• Pin your featured content• Ads more important than ever• Private message offline to reduce noise
    74. 74. The New Timeline• Depict behind the scenes activity• Pin your featured content• Ads more important than ever• Private message offline to reduce noise• Use great cover photos
    75. 75. The New Timeline• Depict behind the scenes activity• Pin your featured content• Ads more important than ever• Private message offline to reduce noise• Use great cover photos• Check updated analytics
    76. 76. “Its not that Im so smart, its just that I staywith problems longer...” - Albert Einstein
    77. 77. Hatef Yaminihatef@provoc.me
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