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Big Brands & Facebook:  Demographics, Case Studies & Best Practices Charlene Li Vice President & Principal Analyst Forrester Research October 8, 2007
Theme Facebook marketing requires communicating, not advertising
Agenda ,[object Object],[object Object]
Facebook’s demographics ,[object Object],[object Object],[object Object],[object Object],Source: Facebook
A drill down of Facebook’s US demographics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen//NetRatings
Facebook’s international age distribution Source: Facebook internal data, September 2007
Facebook users have “aged” over the past year Source: Nielsen//NetRatings Note: These number differ significantly from Facebook’s internal data, which has 35+ as 6% of all users worldwide in September 2007 Percent of US Facebook users in each age group
Facebook demographics best practices ,[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object]
Microsoft handles IAB standard ad sales
Targeting beyond demos
Facebook’s News Feed Ads insert targeted messages 4-26% CTR for sponsored News Feed stories
Facebook Flyers give self-service control
 
Theme Facebook marketing requires communicating, not advertising
Sponsored Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Jeep treats social networks like another channel
Misses a chance to create a unique community
Victoria’s Secret also looks like an ad…
But the community is highly engaged
Crest White Strips case study Targeted 20 colleges Offered free concerts and movie screenings Live chat facilitate interactions Measured sales impact at nearby stores
Ernst & Young engages in a conversation to recruit college students
Sponsored Groups best practices ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why applications on Facebook are different
Because I know Dave, his review has context
My colleague Peter Kim shares travel
Application best practices ,[object Object],[object Object],[object Object]
Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Wal-Mart keeps trying – kudos for effort
Thank you Charlene Li +1 650/581-3833 [email_address] www.forrester.com blogs.forrester.com/charleneli

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