The Evolution of Facebook Marketing
We’ll begin shortly…
Who’s presenting?

Erica McClenny

Jim Tobin
Founder, President
Ignite Social Media
@jtobin

Sr. Vice President, Client Se...
Expion Plug
Details
• Jim & Erica will lead Q&A at the end of the call.
• Tag your tweets with #IgniteFBM.
• We’ll send an email follo...
Facebook began in a dorm
room and is now one of the
most valuable tools in the
marketing playbook
Where Were We?
Groups
Brand Pages
Landing Tabs
Timeline
Where We Are
Today
1.) Audience
Interaction
The introduction of new
features like Facebook’s
EdgeRank and News Feed
drove brands to focus on
quality content.
Quality Content Examples
1.) Audience Interaction

76%
Lift

#IgniteFBM

28%
Lift
1.) Audience Interaction

2x
More
Pages

6x
More
Pages

#IgniteFBM
1.) Audience Interaction

55%
Lift

#IgniteFBM

No
Lift
2.) Generating
Reach
Organic Reach
2.) Organic Reach
To optimize organic reach:
•
•

Communicate a clear call to action.
Focus on the “I” – as in “Why should...
Paid Reach
Facebook Ad Revenue is Growing Quickly
Ads More Expensive, Less Effective
Paid Reach
To optimize paid reach:
1.
2.
3.
4.

Use dark posts
Segment your promoted posts
Remember 20% rule
Use in conjun...
3.) Mobile Marketing
Fans are spending less time
in front of their computers
and more time on their
mobile devices
Facebook isn’t there yet…
Hungry For Mobile Ad Revenue
Impact of Facebook Home?
Is Facebook Too Aggressive?
3.) Mobile Marketing
• Facebook continues to invest in mobile.
• Mobile investments create targeted
marketing opportunitie...
Where is
Facebook
Marketing
Headed?
Parent-Child
Global, Local, Product
Parent-Child: Global footprints

#IgniteFBM
Parent-Child: Local footprints

#IgniteFBM
Graph Search
Impacts
Nearby Search

Graph Search feed local map
and friends who’ve been
there or talking about those
brands

#IgniteFBM
Fragmentation
Has Facebook Peaked?
In Summary
3 Keys to Evolutionary Success
1. Earned > Paid
2. Assume Mobile
3. Invest In Content.

#IgniteFBM
Thank you for attending!
Tweet your questions @ignitesma.
The Evolution of Facebook Marketing
The Evolution of Facebook Marketing
The Evolution of Facebook Marketing
The Evolution of Facebook Marketing
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The Evolution of Facebook Marketing

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From dorm room to board room, Facebook has evolved into the world's biggest brand marketing platform.

Learn how Facebook's continuing evolution impacts your brand and learn best practices that you can immediately put into practice.

Published in: Business, Technology
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The Evolution of Facebook Marketing

  1. 1. The Evolution of Facebook Marketing We’ll begin shortly…
  2. 2. Who’s presenting? Erica McClenny Jim Tobin Founder, President Ignite Social Media @jtobin Sr. Vice President, Client Services Expion @EricaMcClenny #IgniteFBM
  3. 3. Expion Plug
  4. 4. Details • Jim & Erica will lead Q&A at the end of the call. • Tag your tweets with #IgniteFBM. • We’ll send an email follow up with the deck, recording, and whitepaper. #IgniteFBM
  5. 5. Facebook began in a dorm room and is now one of the most valuable tools in the marketing playbook
  6. 6. Where Were We?
  7. 7. Groups
  8. 8. Brand Pages
  9. 9. Landing Tabs
  10. 10. Timeline
  11. 11. Where We Are Today
  12. 12. 1.) Audience Interaction
  13. 13. The introduction of new features like Facebook’s EdgeRank and News Feed drove brands to focus on quality content.
  14. 14. Quality Content Examples
  15. 15. 1.) Audience Interaction 76% Lift #IgniteFBM 28% Lift
  16. 16. 1.) Audience Interaction 2x More Pages 6x More Pages #IgniteFBM
  17. 17. 1.) Audience Interaction 55% Lift #IgniteFBM No Lift
  18. 18. 2.) Generating Reach
  19. 19. Organic Reach
  20. 20. 2.) Organic Reach To optimize organic reach: • • Communicate a clear call to action. Focus on the “I” – as in “Why should I share this?” • Make a person seem smarter, funny, etc. • Create an incentive to share. • Generate a conversation. • Share helpful content. #IgniteFBM
  21. 21. Paid Reach
  22. 22. Facebook Ad Revenue is Growing Quickly
  23. 23. Ads More Expensive, Less Effective
  24. 24. Paid Reach To optimize paid reach: 1. 2. 3. 4. Use dark posts Segment your promoted posts Remember 20% rule Use in conjunction with other strategies #IgniteFBM
  25. 25. 3.) Mobile Marketing
  26. 26. Fans are spending less time in front of their computers and more time on their mobile devices
  27. 27. Facebook isn’t there yet…
  28. 28. Hungry For Mobile Ad Revenue
  29. 29. Impact of Facebook Home?
  30. 30. Is Facebook Too Aggressive?
  31. 31. 3.) Mobile Marketing • Facebook continues to invest in mobile. • Mobile investments create targeted marketing opportunities for brands. • Facebook Home creates a persistent brand presence on the home screen. #IgniteFBM
  32. 32. Where is Facebook Marketing Headed?
  33. 33. Parent-Child Global, Local, Product
  34. 34. Parent-Child: Global footprints #IgniteFBM
  35. 35. Parent-Child: Local footprints #IgniteFBM
  36. 36. Graph Search Impacts
  37. 37. Nearby Search Graph Search feed local map and friends who’ve been there or talking about those brands #IgniteFBM
  38. 38. Fragmentation
  39. 39. Has Facebook Peaked?
  40. 40. In Summary
  41. 41. 3 Keys to Evolutionary Success 1. Earned > Paid 2. Assume Mobile 3. Invest In Content. #IgniteFBM
  42. 42. Thank you for attending! Tweet your questions @ignitesma.

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