Search And Soical - SES Chicago - Brian Boland - Facebook

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Presentation on the Link Between Search Engine Marketing and Social Media by Brian Boland of Facebook at SES Chicago 2009.

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Search And Soical - SES Chicago - Brian Boland - Facebook

  1. 1.
  2. 2. &gt;50B connections<br />Product vision<br />clothing designer<br />restaurant<br />favorite cereal<br />roommate<br />best friend<br />tv show<br />teammate<br />mom<br />brother<br />dad<br />celebrity<br />tv show<br />coffee shop<br />girlfriend<br />favorite band<br />co-worker<br />
  3. 3. Facebook<br />#1 in Time Spent<br />Facebook<br />#1 in User Loyalty<br />46% NPS<br />5hr 46min<br />Google<br />Yahoo<br />Source: CI Brand Study; US active users, Aug 09 <br />Source: Nielsen, Aug 09 <br />Facebook Scale<br />#1 Daily Reach<br />Rapid Growth<br />Facebook<br />34.95%<br />Google<br />Yahoo<br />Yahoo<br />adapt grid effect for these graphs<br />tall<br />Google<br />350M Worldwide<br />100M US<br />50% return daily<br />Source: Compete.com, US 30 day active, Oct 09<br />
  4. 4. Searching on Facebook<br />
  5. 5. Friends – Trusted source for information<br />
  6. 6. Direct response: Standard Ads<br />Standard<br />Standard w/Social<br />Event<br />Fan<br />
  7. 7.
  8. 8. 1,940<br />2MM+<br />100K+<br />2MM+<br />85MM+<br />
  9. 9. Searches for <br />“sleeping bag” <br />673,000<br />Facebook users with “camping” in their profile <br />1,680,700<br />
  10. 10. Google’s clickstream<br />
  11. 11.
  12. 12. CONSUMER INSIGHTS<br />SOCIAL BRANDING<br />MEASUREMENT<br />DIRECT RESPONSE<br />CONNECTIONS<br />CONVERSION<br />Facebook marketing solutions<br />Weave your brand into their lives<br /><ul><li>Reach a large audience
  13. 13. Target authentic users
  14. 14. Measure quickly, accurately
  15. 15. Make lasting connections
  16. 16. Engage in 2-way dialogue
  17. 17. Drive conversions</li></li></ul><li>How?<br />ShopLocal drives foot traffic via Bulk Upload Tool<br /><ul><li>Goal: ShopLocal wanted to drive Kohl’s core shopper demographic in each city to its regionalized online circular
  18. 18. Solution: Iteration on creative and targeting via Facebook Ads Bulk Upload Tool
  19. 19. Impact: 120 million+ micro-targeted impressions at $0.25 CPM, driving 2.4 million offer views</li></li></ul><li>Contact on Twitter <br />@BrianBoland<br />

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