Marketing On Facebook

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A brief on Marketing on Facebook

A brief on Marketing on Facebook

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  • 1. Marketing on facebook
    Varun Papneja
    -Brand Development Team
    Thursday, July 24, 2008
    1
  • 2. Agenda
    Prelude
    Why Facebook
    Advertising /Marketing Platforms on Facebook
    Identifying the Opportunities
    Discussion
    Thursday, July 24, 2008
    2
  • 3. Prelude
    Thursday, July 24, 2008
    3
  • 4. Initially built for college and university students in 2004.
    66 Million Users.
    16,000+ Apps on platform.
    Time on site: Ave = ~ 20 minutes
    Facebook now has more than 42 million active users (double the number one year ago when it opened up registration and growing at more than 200,000 per day since January)
    Launch: Harvard/College Only
    Open to Public
    Pages and Social Ads
    2004
    2005
    2006
    2007
    2008
    Application Platform
    Thursday, July 24, 2008
    4
  • 5. Why facebook?
    Thursday, July 24, 2008
    5
  • 6. Facebook = 40-50 million | 200% Growth
    MySpace = 120 million | 72% Growth
    Facebook would eclipse MySpace in 09’
    It’s the best platform to advertise with detailed demographics.
    200 Million
    My Space
    Facebook
    Q4 2008?
    2002
    2003
    2004
    Thursday, July 24, 2008
    6
  • 7.
    • Facilitates Customer Acquisition Quickly
    • 8. Low Cost of Client Acquisition
    • 9. Allows Demographic Targeted Marketing
    • 10. Major users constitute of 18-38 age group, this makes it an active, vibrant medium
    Thursday, July 24, 2008
    7
  • 11. Members use Social Networks for Communication
    • Opinions of friends, peers or acquaintance is the key to sell and it spreads through updates and viral marketing.
    Base: US online adult social networking site users, Source: North American Technographics Media And Marketing Online Survey, Q3 2007
  • 12. News Feed encourages spread of ideas
    Trend Watch:
    News Feed Optimization (NFO)
    Thursday, July 24, 2008
    9
  • 13. Groups and Communities
    Thursday, July 24, 2008
    10
  • 14. Inbox: A “new” email
    Trend Watch:
    Email is for “old” people
    Thursday, July 24, 2008
    11
  • 15. 8 FB Marketing Options
    Applications
    Groups
    Paid Groups
    Targeted Ads
    News Feed Ad Buys
    Pages
    Beacon
    Guerilla
    Execute with a Cohesive Strategy
  • 16. Advertising /Marketing Platforms on Facebook
  • 17. Opportunities for Marketers
    Advertising
    Banner Ads
    Contextual//NewsFeed/Flyer Ads
    Social Ads
    Marketing
    Facebook Pages and Sponsored Groups
    Beacon
    Word of Mouth/Interaction
    Applications
    Intelligence
    Profiles and Network information
    Public Groups
    Thursday, July 24, 2008
    14
  • 18. Banner Ads
    Recently, Microsoft invested in Facebook, broadening it’s Advertising opportunities
  • 19. Facebook Flyers give self-service control
    Thursday, July 24, 2008
    16
  • 20. Targeted Advertising/FB Social Ads
    Thursday, July 24, 2008
    17
  • 21. Social Ad
    1. Users can “poke” each other with branded viral messages -- combine social actions such as a purchase of a product or review of a restaurant – with an advertiser’s message.
    2. Brands can buy paid ads. (Frequency capped – users will see no more than two per day). Users ‘dial’ the frequency of the ads.
  • 22. Facebook Pages-allow brands to gravitate fans …
  • 23. 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
    Thursday, July 24, 2008
    20
  • 24. Beacon
    Simply determine which user actions you would like publish to Facebook and add a few lines of code to your web page. Facebook Beacon actions include purchasing a product, signing up for a service, adding an item to a wish list, and more. When a user performs the action, they will be alerted that your website is sending a story to their profile and have a chance to opt out
    Facebook Beacon enables your brand or business to gain access to viral distribution within Facebook. Stories of a user's engagement with your site may be displayed in his or her profile and in News Feed. These stories will act as a word-of-mouth promotion for your business and may be seen by friends who are also likely to be interested in your product.
    Opportunities
    Greater Trust (if done correctly)
    Challenges
    Not Opt-In
    Many Privacy concerns
    Resistance to peer based recommendations
    Brands need to ‘converse’ to get fans
    Thursday, July 24, 2008
    21
  • 25. Companies using Beacon
    BlockbusterChaseThe Coca-Cola CompanyVerizonEpicurious.comFlip.comCrest Whitestrips (whitestrips.com) Owned by Proctor and GambleDove Cream Oils (Dove.com) Unilever CompanyHerbal Essences (herbalessences.com) Clairol Division owed by Proctor and GambleNYTIMES.COMSaturnAllPosters.comBluefly.comCBSSports.comDotspotterExpoTVGameflyHotwireJoostKivaKongregateLiveJournalLive NationMercantilaNational Basketball Association
    Overstock.com(RED) joinred.comRedlight (stay away from adult sites any one of them can be this redlight company and be telling your friends about your sex fetishes. Yuck!)SeamlessWebSony Online Entertainment LLC (station.com)Sony PicturesSTA Travel (statravel.com)The KnotTripAdvisorTravel TickerTypePadviagogoVoxYelpWeddingChannel.comZappos.comebaybluefly.comTravelocityechomusicpronto.comcitysearchIwonBusted TeesCollege Humor (same company as busted tees)Fandango
    Red indicates hesitation after BeaconGate
    Thursday, July 24, 2008
    22
  • 26. Applications
    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.
    Thursday, July 24, 2008
    23
  • 27. Profile /Public Groups
    • The profile must be rich and it must have right combination of applications.
    • 28. It must be informative, speaking about the product, its features and updates.
    • 29. Groups are created easily and they are for free, It can create nice viral marketing for a product /service.
    • 30. The main framework that a group thrives on is communication among members and getting more members regularly.
    • 31. Intrigue the members and it will surely swell the group with more members.
    Thursday, July 24, 2008
    24
  • 32. IdentifyingTheOpportunities…
    Thursday, July 24, 2008
    25
  • 33. Social Ads
    The ads can also be shown to users whose friends have recently engaged with your Facebook Page or engaged with your website through Facebook Beacon. Social Ads are more likely to influence users when they appear next to a story about a friend's interaction with your business.
    • Facebook Social Ads allow your businesses to become part of people's daily conversations. Ads can be displayed in the left hand Ad Space — visible to users as they browse Facebook to connect with their friends — as well as in the context of News Feed — attached to relevant social stories
    • 34. Creating a Social Ad is quick and easy. Simply write a creative, tell us who you want seeing your ad, and decide where you want to drive traffic. You can buy ads by number of clicks (CPC) or by number of impressions (CPM). While the ad is running, you will receive performance metrics from Facebook Insights including demographic data of who's engaging with your ad and feedback on how to optimize your ad.
    Thursday, July 24, 2008
    26
  • 35. Pricing Clicks/Views
    Thursday, July 24, 2008
    27
  • 36. FacebookPage -Think of it as word-of-mouth marketing, only completely free and happening online.
    Every Facebook Page is a unique experience where users can become more deeply connected with your business or brand. Users can express their support by adding themselves as a fan, writing on your Wall, uploading photos, and joining other fans in discussion group
    • When your fans interact with your Facebook Page, the actions they take are automatically generated into social stories. These stories are published to News Feed, which friends may see the next time they log into Facebook
    • 37. Every Facebook Page is a unique experience where users can become more deeply connected with your business or brand. Users can express their support by adding themselves as a fan, writing on your Wall, uploading photos, and joining other fans in discussion group
    Thursday, July 24, 2008
    28
  • 38. Pricing Clicks/Views
    Thursday, July 24, 2008
    29
  • 39. FacebookInsight- Facebook Insights is a free service for all Facebook Pages and Social Ads.
    Get valuable metrics about your presence and promotion on Facebook. With Facebook Insights, you have access to data on activity, fan demographics, ad performance, and trends. With this information, you are better equipped to improve your custom content on Facebook and adjust your ad targeting
    Facebook's robust database of authentic demographic information provides you with a deep understanding of exactly who is engaging with your business and how. From the performance of your social ads to the viral distribution rate of stories about your business, Facebook Insights helps you learn more about your target audience.
    • Facebook Insights provides the necessary information to improve the content of your Facebook Pages and the performance of your Social Ads. Refine your Social Ad target demographics, budgets and creatives based on Insights data to increase traffic to your Facebook Page or website
    Thursday, July 24, 2008
    30
  • 40. Facebook Poll
    We will charge your credit card a $1 insertion fee once you click the "Place Order" button. Your Poll will go live immediately. Upon completion of your Poll, we will charge your credit card for the responses you receive (up to an additional $25). Because we charge your credit card at the conclusion of the Poll, we will store your credit card information with your Facebook account once you place your order, and you will not be able to remove it until your order is finished.
    Thursday, July 24, 2008
    31
  • 41. Facebook Poll (sample)
    Thursday, July 24, 2008
    32
  • 42. Facebook platforms- helps create applications…
    This quiz application was created by times new York
    Thursday, July 24, 2008
    33
  • 43. Useful Tips
    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
    Carefully segment the market for your product, target the right demographics.
    Keep updating the channels of marketing every 6-monthly,since social networking undergoes many radical changes and frequent updates.
    Facebook is all about communication, groups, communities, pages, application. Leverage most out of them.
    Thursday, July 24, 2008
    34
  • 44. DISCUSSION…
    Thursday, July 24, 2008
    35