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Marketing Successfully on Facebook


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Marketing Successfully on Facebook

  1. 1. How to Market Successfullyon Facebook Adam Gerston | Partner Manager | Marketing APIs
  2. 2. Agenda1. Why Social?2. It’s Complicated… or is it?3. From Brand Voice to Wordof Mouth
  3. 3. Why Social?
  4. 4. The web is being rebuiltaround people Browse Search Discover 90’s 00’s 10’s
  5. 5. The transition is happening rapidly + 52% Portals 1 + % -21% Search Social Source: ComScore Global Y/Y change Jan 2010 - Jan 2011
  6. 6. Traditional advertising vs. Social advertising
  7. 7. I liked it. Hmm.
  8. 8. Timeline: Leveraging authentic identities
  9. 9. Word of mouth at scale Facebook population Their friends People
  10. 10. It’s Complicated……Or Is it?
  11. 11. Build, Engage, Amplify Your Page A fan base with Like ads Sponsored Stories Publish to fans Ads with Friends
  12. 12. Step 1: Build a page▪  Create an identity for your brand 1▪  Express your brand through publishing, photos and conversations▪  Use Like ads to build your fan base
  13. 13. Step 2: Engage your fans▪  Publish to your fans▪  Set up a regular and frequent publishing calendar 2▪  Create social experiences that are easy to share
  14. 14. Step 3: Amplify▪  Leverage your network▪  Facebook Ads lets you communicate beyond your fan base 3▪  For every 500K fans, you have access to ~60M Friends of Fans
  15. 15. Facebook Page Insights
  16. 16. 50,000couponsdistributed
  17. 17. 10x fansIncreasedengagement anddonations raisedthrough socialconcert experience  
  18. 18. From Brand Voice toWord of Mouth
  19. 19. Word of Mouth:“Stories” Not Word of Mouth Word of Mouth (“Story”)
  20. 20. This is word of mouth at scale Facebook population Friends of fans 527M friends Starbucks Fan base 19M fans Global data
  21. 21. Sponsored Stories & Page Posts:A new way to scale word of mouth
  22. 22. How Sponsored Stories work Sponsored Stories David likes this brand Your Brand David likes this brand LikeSTEP 1: STEP 2: STEP 3:David likes a brand, A story is generated on If this brand includeduses an application, David’s friends’ News Feeds, Sponsored Stories in theiror checks in to a which they may or may not Facebook Ads campaign,location see David’s friends see this story in the right column
  23. 23. Thank you