Marketing on facebookVarun Papneja -Brand Development TeamThursday, July 24, 20081

AgendaPreludeWhy FacebookAdvertising /Marketing Platforms on FacebookIdentifying the OpportunitiesDiscussionThursday, July 24, 20082

PreludeThursday, July 24, 20083

Initially built for college and university students in 2004.66 Million Users.16,000+ Apps on platform.Time on site: Ave = ~ 20 minutesFacebook 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 OnlyOpen to PublicPages and Social Ads20042005200620072008Application PlatformThursday, July 24, 20084

Why facebook?Thursday, July 24, 20085

Facebook = 40-50 million | 200% GrowthMySpace = 120 million | 72% GrowthFacebook would eclipse MySpace in 09’It’s the best platform to advertise with detailed demographics.200 MillionMy SpaceFacebookQ4 2008?200220032004Thursday, July 24, 20086

Facilitates Customer Acquisition Quickly Low Cost of Client Acquisition Allows Demographic Targeted Marketing Major users constitute of 18-38 age group, this makes it an active, vibrant medium Thursday, July 24, 20087

Facilitates Customer Acquisition Quickly

Low Cost of Client Acquisition

Allows Demographic Targeted Marketing

Major users constitute of 18-38 age group, this makes it an active, vibrant medium

Members use Social Networks for CommunicationOpinions 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

Opinions of friends, peers or acquaintance is the key to sell and it spreads through updates and viral marketing.

News Feed encourages spread of ideasTrend Watch:News Feed Optimization (NFO)Thursday, July 24, 20089

Groups and CommunitiesThursday, July 24, 200810

Inbox: A “new” emailTrend Watch:Email is for “old” peopleThursday, July 24, 200811

8 FB Marketing OptionsApplications Groups Paid Groups Targeted Ads News Feed Ad Buys Pages Beacon Guerilla Execute with a Cohesive Strategy

Advertising /Marketing Platforms on Facebook

Opportunities for MarketersAdvertisingBanner Ads Contextual//NewsFeed/Flyer AdsSocial AdsMarketingFacebook Pages and Sponsored GroupsBeaconWord of Mouth/InteractionApplicationsIntelligenceProfiles and Network informationPublic GroupsThursday, July 24, 200814

Banner AdsRecently, Microsoft invested in Facebook, broadening it’s Advertising opportunities

Facebook Flyers give self-service controlThursday, July 24, 200816

Targeted Advertising/FB Social AdsThursday, July 24, 200817

Social Ad1. 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.

Facebook Pages-allow brands to gravitate fans …

Sponsored GroupsGroup page with customized navigation, look & feelUsually includes a significant media buy to drive traffic to the sponsored group pageDisplay ads and flyersNewsfeed targetingCosts usually in the six figures for a three month engagementNote that any company can set up a group for freeThursday, July 24, 200820

BeaconSimply 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 outFacebook 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.OpportunitiesGreater Trust (if done correctly)ChallengesNot Opt-InMany Privacy concernsResistance to peer based recommendationsBrands need to ‘converse’ to get fansThursday, July 24, 200821

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 AssociationOverstock.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 BeaconGateThursday, July 24, 200822

ApplicationsCreate 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, 200823

Profile /Public Groups The profile must be rich and it must have right combination of applications. It must be informative, speaking about the product, its features and updates. Groups are created easily and they are for free, It can create nice viral marketing for a product /service. The main framework that a group thrives on is communication among members and getting more members regularly. Intrigue the members and it will surely swell the group with more members.Thursday, July 24, 200824

The profile must be rich and it must have right combination of applications.

It must be informative, speaking about the product, its features and updates.

Groups are created easily and they are for free, It can create nice viral marketing for a product /service.

The main framework that a group thrives on is communication among members and getting more members regularly.

Intrigue the members and it will surely swell the group with more members.

IdentifyingTheOpportunities…Thursday, July 24, 200825

Social AdsThe 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 storiesCreating 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, 200826

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

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.

Pricing Clicks/ViewsThursday, July 24, 200827

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 groupWhen 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 FacebookEvery 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 groupThursday, July 24, 200828

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

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

Pricing Clicks/ViewsThursday, July 24, 200829

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 targetingFacebook'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 websiteThursday, July 24, 200830

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

Facebook PollWe 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, 200831

Facebook Poll (sample)Thursday, July 24, 200832

Facebook platforms- helps create applications…This quiz application was created by times new York Thursday, July 24, 200833

Useful TipsFacebook marketing is about communicating, not advertising – so act appropriatelyBe a part of the Facebook experienceMore like content than advertisingTap into the reasons why friends shareListen, learn, and be ready to make mistakesCarefully 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, 200834

DISCUSSION…Thursday, July 24, 200835