1. Facebook Marketing ecosystem: Services & Products
Last updated 12th December 2012

2. About Social clay Social clay
Social clay is a Facebook Marketing agency. We help brands to retain existing customers
and to recruit new ones by engaging the 30 million people on Facebook in the UK.
Social clay was founded in 2007. It employs 10 staff, some of whom are full time, while
specialists are brought in to work on niche client requests.
We offer Facebook Marketing Services on a monthly subscription basis, allowing our
clients to have access to an experienced team of Facebook Marketing professionals for a
fraction of the cost of hiring additional in-house staff.
At Social clay we provide nine great products that leverage the Facebook Marketing
ecosystem from tabs to apps and F-commerce to engage 1 billion people globally.
In 2011, we developed our unique Performance Measurement and Reporting system,
Sub-Social™. Sub-Social™ measures actual value by tracking sales, leads and
opportunities, in addition to measuring perceived value, such as Likes and Shares. Sub-
Social™ allows clients to track their return on investment in near real time.
Geoff Hughes, our CEO, has 15 years industry experience and a Masters in Economics. He
is Treasurer of the Facebook Developer Garage London. In 2008 Geoff co-founded and
launched the first Facebook Commerce store with 900,000 items for sale.
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3. Facebook Marketing Products and Services Social clay
In this section we look at Facebook Marketing Services.
• Social clay’s retained Facebook Marketing services are
aimed at planning, measuring, reporting on and
managing your Facebook Marketing Products.
• We sell our services in monthly packages to ensure
consistency and results.
Later in this document we look at Facebook Marketing
Products
• 9 Social clay Products are offered in conjunction with our
Facebook Marketing Services to create your efficient
Facebook ecosystem
• You can jump to the Products section.
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4. Facebook Marketing Services Social clay
Social clay offer several Facebook Marketing Services which we have grouped into financially efficient monthly packages.
The services provided in these packages are examined on the next slide.
S2. Business package
S1. Start-up package S3. Enterprise package
Performance Measurement & Reporting
+ Performance Measurement & Reporting
Performance Measurement & Reporting +
Facebook Marketing Surgery
+ Facebook Marketing Surgery
+
Facebook Marketing Surgery +
Facebook Campaign Design OR Strategic Planning &
Direction Facebook Campaign Design
+
Strategic Planning & direction
+
Page Tab support
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5. Facebook Marketing Services explained Social clay
Performance Measurement & Reporting
• Social clay has created Sub-Social™, a one stop Performance Measurement & Reporting system.
• Sub-Social™ tracks and reports on your Facebook Marketing key performance indicators (KPIs).
• Data includes Likes, audience engagement, referral volumes from Facebook to your website, and Total Return on Investment.
• If you enable e-Commerce on your website the system can also be configured to track users as they become leads and paying customers across
your web properties.
• Sub-Social ™ is included in all packages offered by Social clay.
Facebook Marketing Surgery
• Questions abound. We’ll answer them for you. Some we already know the answer to or can find out quickly while you wait on the phone. Others
require technical investigation.
• Crisis Management. Facebook will powerfully amplify your voice to the world. If things go wrong we will advise you on how best to deal with each
situation as it arises.
Strategic Planning & Direction
• We have access to best practice Facebook Marketing case studies.
• The ecosystem is always evolving - part of this time will be spent updating your Facebook strategic plan to keep you ahead of the competition.
• Let us research the strategic ideas that suit your overall brand strategy versus those of your competition.
• You will be provided with guidance on how your brand is performing.
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6. Facebook Marketing Services explained Social clay
Facebook Campaign Design
• Once campaign ideas are born, they need flesh put on the bones.
• A Senior Designer will produce 2 Designs allowing you to visualise how your Campaign will look.
• Your Campaign Planner will work with you to mould each of your Social Media ideas so that each integrates with Facebook and achieves its goals in
the most efficient way.
• We’ll keep you on the right side of Facebook’s strict terms.
• Campaign Planners have access to Director level Strategists, who, drawing from long experience can advise the very best approach.
Facebook Marketing Service Bolt-ons
Add any of these bolt-on services to your package as required
Timeline Setup and Facebook Orientation Personnel Product Support
• Create your Facebook Timeline • Designer • Page Tab support
• Design 2 x Profile & 2 x Cover image £1,050 per day • Required per tab
• Add your staff as admin • 0.25 days per month
• £1,050 • Measurement & KPI specialist
£1,050 per day
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7. Facebook Marketing Products Social clay
In the previous section, we understood the
need to choose a package of Facebook
Marketing Services.
If the services are the brains of the ecosystem,
the products make up the body.
We now examine nine Facebook Marketing
Products that will retain your existing
customers and recruit new ones.
Together these Products and Services create
your Facebook Marketing ecosystem and make
it run efficiently.
How many of these Products are required to
meet your brief?
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8. Facebook Marketing Products – An overview Social clay
These are the nine products of the Facebook Marketing ecosystem.
There are two levels to the ecosystem, Core and Advanced.
These products are explained in the following slides.
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9. Facebook Marketing Products – Core Social clay
The Core Products of the Facebook Marketing ecosystem are:
C.1. Page tabs
C.2. Timeline
C.3. Performance,
Measurement & Reporting
C.4. Connect your website
C.5. Grow your audience
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10. Facebook Marketing Products explained – Page tabs Social clay
C.1. Page tabs
Page tabs allow you to display your preferred content in a custom
design on Facebook.
This is critical to establishing your identity and credibility with your
Page tab
audience.
The next slides show you two examples of this approach:
I. The Cover page, targeted at all your visitors, and;
II. The Fan-Only Special Offer tab, targeted at a specific subset or
demographic
e.g. Special offer
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11. Facebook Marketing Products explained – Page tabs I Social clay
C.1 Page tabs I: Cover Page
Your Cover Page on Facebook is the first impression of your
brand that visitors to your Facebook ecosystem will see.
Social clay will design this page with your needs in mind. We
engage the user’s attention, affirming to the visitor who you
are and what you do.
Your primary call to action may be to ask the visitor to Like
the Page, click through to your website, subscribe to your
Newsletter or purchase your special offer.
Whatever your goal, retailers who build a Fan base on
Facebook earn customer loyalty and with it, a
recommendation to each visitor’s Facebook friends.
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12. Social clay
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2012

13. Facebook Marketing Products explained – Page tabs II Social clay
C1. Page tabs II: Special Offer tab
Your Special Offer tab offers a discounted price for
one of your products or services in return for being a
Fan of your brand.
To become a Fan, users will click Like at the top of the
Special Offer tab. Only when users click Like is the
offer validated.
When users click Like, a story is created in the
Newsfeed.
Each Friend and Friend of Friend who sees this story is
exposed to your brand and has the opportunity to
click through to learn more.
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14. Facebook Marketing Products explained – Timeline Social clay
C.2. Timeline Content generation:
Your Timeline needs to be populated regularly with authentic content.
If you have the internal resource to do this for you, we will give your
staff the training they need to meet and exceed the standards
expected of them by the audience
Timeline
If you prefer your content to be curated by us, this can be arranged.
If you do not have a Timeline, we will create one for you, preparing
the page for scale, industry and with imagery.
For more information on our Timeline set-up and Facebook
Orientation service, please see slide 6.
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15. Facebook Marketing Products explained – Performance Measurement & Social clay
Reporting
C.3. Performance Measurement & Reporting Reporting
Before reporting can begin using Sub-Social™, we will
need to plug-in each of your Facebook properties into
the Performance Measurement & Reporting system to Engagement
begin collecting the data.
Leads & Sales
We connect the products in your Facebook Marketing
ecosystem and stream data in a dynamic, confidential Return on Investment
reporting dashboard.
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16. Facebook Marketing Products explained – Connect your website Social clay
C.4. Connect your website
We will connect your website to your Facebook Marketing ecosystem
through the implementation of Facebook Like buttons.
Like buttons contribute to your Engagement KPI, aimed at retaining Connect your website
existing customers and recruiting new ones.
Each click on every Facebook Like button on your website creates a story
in the Newsfeed.
How compelling the story is will decide whether the friends of your
visitors who see your story engage with your content or not.
Social clay will ensure that your implementation maximises the
comments and clicks on these stories.
We’ve yet to work for a client who hasn’t benefited from our quality
assurance in this critical area.
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17. Facebook Marketing Products explained – Growing your audience Social clay
C.5. Growing your audience
We will work with you to grow your audience.
The primary method of maintaining the engagement of your audience
is advertising.
We also have alternative methods that can be used to promote growth,
Grow.
for example, you may have a large email database that we can assist
you in converting into referrals, leads and sales.
Advertising (or its organic alternatives) provides the daily critical mass
of views that you need to keep your stories at the top of the Newsfeed.
The stream of stories created in the Newsfeed is what causes the buzz
around your brand.
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18. Facebook Marketing Products - An overview Social clay
The Advanced Facebook Marketing ecosystem contains:
A.1 Permission apps
A.2 Mobile and tablet apps
A.3 Customer data
A.4 F-commerce
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19. Facebook Marketing Products explained – Permission apps Social clay
A.1. Permission apps
Once your Core Facebook Marketing ecosystem is in place, your
brand will be ready to begin efficiently using the Advanced
Permission apps
Facebook Marketing Products .
You will have access to far more user data. You will be able to
collect email addresses and take payments inside Facebook.
Mechanisms made available to us by Facebook can turn a single
campaign respondent into an entire group of new customers.
This is where your return on investment accelerates
e.g. Competition
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20. Facebook Marketing Products explained – Mobile & tablet apps Social clay
A.2 Mobile and tablet apps
Facebook is accessed via mobile by more than 50% of
users.
Social clay will ensure that your content is accessible and
Mobile +
easy to engage with, whether the user is at the office, on a
ski-lift or airplane mode.
tablet apps
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21. Facebook Marketing Products explained – Customer data Social clay
A.3. Customer data
Facebook Marketing Campaigns plus Permission
apps adds up to large volumes of data.
Ask us about handling, securing, scaling and
extracting your data.
Customer
data
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22. Facebook Marketing Products explained – F-commerce Social clay
A.4. F-commerce
Converting a high ratio of visits into sales is paramount to many of
our clients.
Taking payment inside Facebook reduces friction in your payment
process and speeds up your sales cycle.
Social clay enjoy nothing more than delivering beautiful and
friction-free buying experiences inside Facebook.
F-Commerce
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23. Setting expectations Social clay
Facebook is full of young software developers called
Hackers.
The poster on the right features on the walls at
Facebook offices worldwide.
The culture is very simple: we’re connecting a billion
people on a scale never seen before, so expect some
downtime.
At Social clay we know that this is not ideal for brands
who expect uptime and impeccable service.
All our resources are employed to bring our clients a
low risk approach to this young platform - but we are
occasionally limited by the Platform with which we
work.
You should expect to experience a Facebook bug in
the ointment from time to time.
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24. Budget – Price list Social clay
Facebook Marketing Services Detail Budget Duration / Delivery
S.1. Core service package See slides 5 and 6 2025 Monthly
S.2. Business Service Package See slides 5 to 7 3775 Monthly
S.3. Enterprise Service Package See slides 5 to 7 5525 Monthly
Timeline set-up (FREE with Enterprise service Package) 1050 2-3 days
Page tab support (FREE with Enterprise service Package) 175 per tab, pcm 2 hours
Facebook Marketing Products
C.1. Page Tab 3500 - 5500 5-15 days
C.2. Timeline content generation Half-day training / 1 week scheduled content POA -
C.3. Plug in to Performance
One-off instrumentation charge 1200 10 days
Measurement and Reporting
C.4. Connect your website 3500 and up 10 days
C.5. Grow your audience According to customer need 1200 and up -
A.1. Permission apps Custom application build POA 10 days +
A.2. Mobile and tablet apps Custom application build POA 10 days +
A.3. Customer data According to customer need POA -
A.4. F-commerce Custom application build POA 10 days +
All figures are net of UK VAT
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25. Contact Social clay
Jazzmine Breary Geoff Hughes
Tel: +44 7449 488 635 Tel: +44 7811 160 121
e: jazzmine@socialclay.com e: geoff@socialclay.com
London, UK:
Social clay are based in the London
borough of Hammersmith, next to
Riverside Studios.
24 Chancellor’s Wharf
London
W6 9RT
Tel: +44 20 3397 3768
E: hello@socialclay.com
Online:
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