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How the Big Brands do Facebook Marketing


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This is the deck from an American Marketing Association webinar featuring Justin Kistner, Social Media Evangelist for Webtrends, and Nick O'Neill, founder of

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How the Big Brands do Facebook Marketing

  1. How the Big Brands do Facebook Marketing Presenters: @justinkistner and @allnick Hashtag: #amafb All Facebook af
  2. Sharing on Facebook, Twitter, etc. <ul><li>Presenters: @justinkistner and @allnick Hashtag: #amafb </li></ul> Social Media Evangelist Justin Kistner Nick O’Neill @Webtrends @justinkistner on Twitter @justinkistner on Facebook @AllFacebook (part of @SocialTimes) @allnick on Twitter @NickOneill on Facebook Founder
  3. 3rd era of the Web Search Volume Index - Google Trends Presenters: @justinkistner and @allnick Hashtag: #amafb
  4. Social media usage is exploding <ul><li>3 out of 4 Americans use social technology* </li></ul><ul><li>2/3 of the global internet population visit social networks** </li></ul><ul><li>Social Media has overtaken porn as the #1 activity on the Web (more popular than email)*** </li></ul><ul><li>And, it’s growing at 3X the rate of the overall Internet** </li></ul>* Forrester, The Growth Of Social Technology Adoption, 2008 **Nielsen, Global Faces & Networked Places, 2009 *** Presenters: @justinkistner and @allnick Hashtag: #amafb
  5. Shift from portals to social Presenters: @justinkistner and @allnick Hashtag: #amafb
  6. Facebook is the world’s most visited site vs vs * comparing visits Presenters: @justinkistner and @allnick Hashtag: #amafb
  7. Facebook Sends More Traffic to News Sites than Google vs 4% 3% 2% 1% 01/2009 01/2010 07/2009 Upstream visits to news and media from Google News and Facebook from Hitwise Presenters: @justinkistner and @allnick Hashtag: #amafb
  8. Facebook is the world’s network Presenters: @justinkistner and @allnick Hashtag: #amafb
  9. ~500,000,000 Facebook Users Presenters: @justinkistner and @allnick Hashtag: #amafb
  10. ~5,000,000,000 Facebook Posts per Week Presenters: @justinkistner and @allnick Hashtag: #amafb
  11. Facebook’s largest demographic is 35-54 Presenters: @justinkistner and @allnick Hashtag: #amafb
  12. Facebook Marketing Basics Presenters: @justinkistner and @allnick Hashtag: #amafb
  13. Destination vs. Traffic Source Presenters: @justinkistner and @allnick Hashtag: #amafb 6 hours per month Referrers more traffic than Google News Ads that link into Facebook have higher CTRs
  14. Facebook Marketing Strategies Presenters: @justinkistner and @allnick Hashtag: #amafb Monitoring Campaigns Relationships <ul><li>Pages/Wall/Interactions </li></ul><ul><li>Groups </li></ul><ul><li>Native </li></ul><ul><li>Custom </li></ul><ul><li>Engagement </li></ul><ul><li>Customer service </li></ul><ul><li>Ambassadors </li></ul>
  15. Native Campaigns Presenters: @justinkistner and @allnick Hashtag: #amafb Video Events Fan Virtual Gift Poll Product Sample
  16. Classic Marketing Campaign Funnel Presenters: @justinkistner and @allnick Hashtag: #amafb
  17. Facebook Marketing Campaign Cycle Presenters: @justinkistner and @allnick Hashtag: #amafb
  18. Facebook Marketing Campaign Cycle Presenters: @justinkistner and @allnick Hashtag: #amafb <ul><li>Earned </li></ul><ul><li>Owned </li></ul><ul><li>Paid </li></ul>
  19. Facebook Marketing Campaign Cycle Presenters: @justinkistner and @allnick Hashtag: #amafb <ul><li>Earned </li></ul><ul><li>Owned </li></ul><ul><li>Paid </li></ul><ul><li>Pages </li></ul><ul><li>Ads </li></ul><ul><li>Apps </li></ul><ul><li>Plugin </li></ul>
  20. Facebook Marketing Campaign Cycle Presenters: @justinkistner and @allnick Hashtag: #amafb <ul><li>Earned </li></ul><ul><li>Owned </li></ul><ul><li>Paid </li></ul><ul><li>Pages </li></ul><ul><li>Ads </li></ul><ul><li>Apps </li></ul><ul><li>Plugin </li></ul><ul><li>Conversions </li></ul><ul><li>Transactions </li></ul>
  21. The Facebook Marketer’s Toolbox Presenters: @justinkistner and @allnick Hashtag: #amafb Pages Ads Apps Plugins <ul><li>Wall </li></ul><ul><li>Interactions </li></ul><ul><li>Updates </li></ul><ul><li>Events </li></ul><ul><li>Media </li></ul><ul><li>Self-serve </li></ul><ul><li>Ad rep </li></ul><ul><li>In app </li></ul><ul><li>Media buyers </li></ul><ul><li>Standalone </li></ul><ul><li>Tabs </li></ul><ul><li>Iframe </li></ul><ul><li>Permissions </li></ul><ul><li>Like </li></ul><ul><li>Login </li></ul><ul><li>Recommend </li></ul><ul><li>Activity streams </li></ul><ul><li>More </li></ul>
  22. Facebook Campaigns <ul><li>Contests </li></ul><ul><li>Sweepstakes </li></ul><ul><li>Virtual Gifts </li></ul><ul><li>Polls </li></ul><ul><li>Coupons </li></ul><ul><li>Quizzes </li></ul><ul><li>Product Samples </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  23. Facebook Advertising <ul><li>Home Page </li></ul><ul><li>Video Comment </li></ul><ul><li>Event </li></ul><ul><li>Fan </li></ul><ul><li>Virtual Gift </li></ul><ul><li>Poll </li></ul><ul><li>Sampling </li></ul><ul><li>Standard </li></ul><ul><li>Rest-of-site </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  24. Facebook Fan Page <ul><li>Wall </li></ul><ul><li>Comments </li></ul><ul><li>Likes </li></ul><ul><li>Info </li></ul><ul><li>Photos </li></ul><ul><li>Videos </li></ul><ul><li>Events </li></ul><ul><li>Polls </li></ul><ul><li>Discussion </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  25. Facebook Applications <ul><li>Games </li></ul><ul><li>Stores </li></ul><ul><li>Campaigns </li></ul><ul><li>Customer Service </li></ul><ul><li>Landing Pages </li></ul><ul><li>Media Players </li></ul><ul><li>Services </li></ul><ul><li>Booking Engines </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  26. Facebook Social Plugins <ul><li>Like Button </li></ul><ul><li>Recommendations </li></ul><ul><li>Login with Faces </li></ul><ul><li>Comments </li></ul><ul><li>Activity Feed </li></ul><ul><li>Like Box </li></ul><ul><li>Facepile </li></ul><ul><li>Live Stream </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  27. Facebook’s Top Brands Presenters: @justinkistner and @allnick Hashtag: #amafb
  28. Top brands are shifting their budgets From microsites to social From $20MM Superbowl ad to social Presenters: @justinkistner and @allnick Hashtag: #amafb
  29. 10 Biggest Brands On Facebook <ul><li>Facebook </li></ul><ul><li>Starbucks </li></ul><ul><li>Twilight </li></ul><ul><li>South Park </li></ul><ul><li>Coca-Cola </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb <ul><li>Skittles </li></ul><ul><li>Oreo </li></ul><ul><li>Lost </li></ul><ul><li>Red Bull </li></ul><ul><li>Scrubs </li></ul>
  30. 5 Case Studies Of Brands <ul><li>vitamin water </li></ul><ul><li>Marshalls - $5,000 Wardrobe Competition </li></ul><ul><li>Doritos Advergame </li></ul><ul><li>Bing – Farmville Promotion </li></ul><ul><li>Scion – tC Release Video </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  31. vitamin water New Beverage <ul><li>vitamin water connect contest </li></ul><ul><li>$5,000 prize </li></ul><ul><li>Users voted on a flavor and selected “black cherry-lime” </li></ul><ul><li>Flavor tasted horrible but received plenty of coverage </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  32. Marshalls $5000 Wardrobe <ul><li>Users become fans of Marshalls </li></ul><ul><li>TV Promotion used to drive users to page </li></ul><ul><li>Each week there is a video quiz </li></ul><ul><li>Completing quizzes earns keys </li></ul><ul><li>One key unlocks $1,000 prize each week </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  33. Doritos Advergame <ul><li>Campaign uses Facebook Connect to customize a video game experience </li></ul><ul><li>Users need a bag code to gain access to the video </li></ul><ul><li>Huge promotion budget to create complex game </li></ul><ul><li>Users must log in with Facebook to access </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  34. Bing Farmville Promotion <ul><li>Gained 400,000 fans with “Become a Fan” call to action button </li></ul><ul><li>Users received farm cash in exchange for fanning </li></ul><ul><li>No knowledge of amount spent but most likely $1 million+ </li></ul><ul><li>Updates to those fans drove 20,000 click throughs on content </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  35. Scion tC Release <ul><li>Video promotion that places user profile data in the video promotion </li></ul><ul><li>Displays friends information as well within the promotion </li></ul><ul><li>You can view the video at </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  36. Value of a Facebook Fan Source: <ul><li>68% of Facebook Fans indicate they are very likely to recommend a product. </li></ul><ul><li>Facebook fans reported spending $71.84 more per year than non fans. </li></ul><ul><li>The most valuable fan in the survey was that of McDonald’s who presented an annual value to the organization of $508.16 </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  37. Facebook Marketing Ecosystem Presenters: @justinkistner and @allnick Hashtag: #amafb
  38. The Social Platform Management Market <ul><li>Razorfish </li></ul><ul><li>Mr. Youth </li></ul><ul><li>Powered </li></ul><ul><li>Wildfire </li></ul><ul><li>Transpond </li></ul><ul><li>Social Amp </li></ul><ul><li>Context Optional </li></ul><ul><li>Involver </li></ul><ul><li>Vitrue </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb Agencies Tools Platform Mgmt. <ul><li>Full Service </li></ul><ul><li>Social Creative </li></ul><ul><li>Social Developer </li></ul><ul><li>App & Ad Management </li></ul><ul><li>Multi-Platform Support </li></ul><ul><li>Relationship Management </li></ul><ul><li>Campaign Management </li></ul>
  39. Relationship Management <ul><li>Multi-channel </li></ul><ul><li>Dashboards </li></ul><ul><li>Publishing tools </li></ul><ul><li>Moderation </li></ul><ul><li>Escalation </li></ul><ul><li>Audit trails </li></ul><ul><li>Social apps </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  40. Facebook Marketing Challenges Presenters: @justinkistner and @allnick Hashtag: #amafb
  41. Measuring Success <ul><li>Many brands invest in awareness building, not just purchase conversion </li></ul><ul><li>Facebook ads can drive new fans as well as purchases, goals must be defined </li></ul><ul><li>Strategy depends on company’s aims, many have been experimental but social media budgets are expanding </li></ul>Presenters: @justinkistner and @allnick Hashtag: #amafb
  42. Traditional “tagging” doesn’t work <javascript> <img> Presenters: @justinkistner and @allnick Hashtag: #amafb
  43. No ad conversion tracking inside Facebook ? Presenters: @justinkistner and @allnick Hashtag: #amafb
  44. Scattered data sources Presenters: @justinkistner and @allnick Hashtag: #amafb
  45. Facebook’s analytics covers core Presenters: @justinkistner and @allnick Hashtag: #amafb Wall Page Core API Insights
  46. Webtrends tracks the platform v Ads Wall Page Core API Insights Webtrends Platform Presenters: @justinkistner and @allnick Hashtag: #amafb A Custom Tabs & Apps
  47. Platform Conversion Optimization Retargeting Awareness Subscription Engagement Volume Fans Page/Media Views Interactions Aggregate Demographics Influencers Conversions/Transactions Attribution Profile Data 2-3 Days Hours to Minutes Value Data Richness API Insights Facebook Data Value Pyramid Presenters: @justinkistner and @allnick Hashtag: #amafb
  48. Advice Presenters: @justinkistner and @allnick Hashtag: #amafb
  49. 3 tips to get started Buy ads Create apps Measure success Presenters: @justinkistner and @allnick Hashtag: #amafb
  50. 3 things to avoid Viewing Facebook as a traffic source Doing nothing Privacy debacles Presenters: @justinkistner and @allnick Hashtag: #amafb
  51. @justinkistner @allnick Questions? Presenters: @justinkistner and @allnick Hashtag: #amafb