Facebook Basics for Marketers

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This presentation was used for the MKT228 Social Media Tools class at Southwestern Illinois College.

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  • In 1898, St Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase [1] . St Elmo Lewis’ idea is often referred to as the AIDA model - an acronym which stands for Attention, Interest, Desire, and Action.
  • In 1898, St Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase [1] . St Elmo Lewis’ idea is often referred to as the AIDA model - an acronym which stands for Attention, Interest, Desire, and Action.
  • Newspapers, billboards, tv, radio, magazines…etc
  • A marketer can’t ignore the over 700 million users on Facebook
  • New conversion model is a longer cycle with more and more frequent interaction. In other words, conversation.
  • Until June 2008, group owners experienced this restriction at 1200 members. However, as of June 2008, Facebook increased the limit on group size for message blasting to 5,000.
  • Games, promotions, news…etc
  • Youtube, regular link.
  • Facebook Basics for Marketers

    1. 1. Why do marketers care about social?
    2. 2. Purchasing funnel
    3. 3. Media Purchasing funnel
    4. 4. Old media landscape
    5. 5. New media landscape
    6. 6. <ul><li>3 out of 4 Americans use social technology* </li></ul>* Forrester, The Growth Of Social Technology Adoption, 2008 Social Media Usage is Exploding
    7. 7. <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>* Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding
    8. 8. <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>Visiting social sites is ahead of personal email as the 4 th most popular online activity* </li></ul>* Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding
    9. 9. <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>Visiting social sites is ahead of personal email as the 4 th most popular online activity </li></ul><ul><li>And, it’s growing at 3X the rate of the overall Internet* </li></ul>* Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding
    10. 10. * Google Trends http://bit.ly/9ZznCx Social Media is the 3 rd Era of the Web
    11. 11. * Google Trends http://bit.ly/9IGvF2 Facebook is the most significant channel in terms of growth
    12. 12. * Google Trends http://bit.ly/a5hwTd Compared to other top Internet brands, Facebook has the most interest
    13. 13. * Javelin Strategy and Research Usage reflects the shift to social
    14. 14. 700,000,000+
    15. 15. It’s changing your customers expectations
    16. 16. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
    17. 17. 85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
    18. 18. The top brands are responding
    19. 19. * http://www.nma.co.uk/news/cover-story-coke-drops-campaign-sites-in-favour-of-social-media/3008538.article Coke and Unilever shifted from microsites to social in 2010
    20. 20. Pepsi has shifted $20 million from the Superbowl to social per year
    21. 21. How does it work?
    22. 22. From mouse traps to mouse parties
    23. 23. Monitoring | Measurement | Analysis Conversation Aggregation Data Collection Data Interpretation
    24. 24. A closer look at the Facebook elements
    25. 25. Profile
    26. 26. Wall
    27. 27. Pages
    28. 28. Tabs
    29. 29. Groups
    30. 30. Apps
    31. 31. Ads
    32. 32. Links
    33. 33. Analytics

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