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Oms chicago 2011_facebook_applications


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Oms chicago 2011_facebook_applications

  1. 1. Full-service online + interactive marketing firm Lessons from the Social Edge: How Companies Can Stay in Front of FacebookPresented to:OMS Chicago 2011#OMSCHI
  2. 2. Agenda Intro • About Marcel Media • Meet Kelly Cutler • Video • Social Data The Facebook Phenomenon • Benefits • Breaking Down Facebook Apps • Case Study Summary • Tips for Engagement • Facebook Tools • Q&A7/26/2011 2
  3. 3. About Marcel Media Marcel Media is a full service, award-winning, interactive marketing agency specializing in Search Engine Marketing (SEM). We provide creative and customized marketing solutions such as Pay Per Click (PPC), Search Engine Optimization (SEO), Social Media, Interactive Facebook Applications, Conversion Optimization, Website Development and Web Analytics. @marcelmedia 3 3
  4. 4. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Google Certified interactive, marketing firm specializing in Search Engine Marketing. Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics across @kfcutler the country. /in/kellycutler And two kids.7/26/2011 4
  5. 5. Do I Have Your Attention? 5
  6. 6. How to Stay In Front of FacebookIn the past month Facebook has announcedcontinuous new enhancements to their platform.They now offer: • Video calling for chat (competing with Skype) • Facebook email (competing with Gmail) • Facebook Places (competing with Foursquare) • Deals on Facebook (which competes with Groupon) • Perhaps most importantly, Interactive Facebook ApplicationsQuestions: • What should you focus on? • What makes sense for your business? • How can you get the most out of your Facebook Fan Page?7/26/2011 6
  7. 7. Facebook’s New Phenom: Interactive Apps Over 1 million developers and entrepreneurs from more than 180 countries Every month, more than 70% of Facebook users engage with Platform applications More than 500,000 active applications currently on Facebook Platform. More than 250 applications have more than 1 million monthly active users. More than 80,000 websites have implemented Facebook Connect since its general availability in Dec 2008. More than 60 million Facebook users engage with Facebook Connect on external websites Every month.7/26/2011 Source: 7
  8. 8. 10 Benefits of Facebook Applications1. Branding2. Customer Engagement3. Drive Traffic to Top Converting Landing Pages4. Reputation Management5. Customer Acquisition6. Lead Generation7. Client Retention8. Viral Marketing9. Real-Time Feedback10. Build Business Cases7/26/2011 8
  9. 9. A Breakdown of Facebook Application FeaturesMost Platforms Offer: • Applications: Create value drive sales, generate impressions and foster community engagement. • Publishing: Plan, author, and schedule content to auto publish in advance. Many also allow you to geo-target posts in local languages and time zones. • Moderation: Features can include keyword filtering, comment views, customer service escalation and workflow, tracking and deletion of comments, and archiving. • Tracking/Reporting: Competitive analysis, and summary stats for fan count, fan growth, page views and demographics.7/26/2011 9
  10. 10. Tips to Increase Brand Engagement• Give fans something exclusive & reward super fans• Let fans help create the offer• Be concise-posts should be 80 characters or less• Posts that occur outside of business hours increased engagement rates by 20%• Facebook engagement has three peaks: o Early morning (7 a.m. EST) o After work (5 p.m. EST) o Late at night (11 p.m. EST)7/26/2011 10
  11. 11. A Breakdown of Engagement by Industry• Entertainment: Friday-Sunday• Media: Weekends• Automotive: Sunday• Business & Finance: Wednesday & Thursday• Retail: Sunday• Healthcare & Beauty: Thursday• Food & Beverage: Tuesday & Saturday• Travel & Hospitality: Thursday & Friday Source: Mashable7/26/2011 11
  12. 12. Oscar Mayer’s Case Study in the MakingOscar Mayer rewards fans by creating a campaign that promotes viral sharing.The more people that share, the more money fans save on their products. • Oscar Mayer offers consumers a coupon to try the product, and encourages them to come back to share a “Taste-a-Monial” and receive a second coupon. • For every 5,000 people who share their Taste-a-Monial, the value of the coupon will increase by $0.50. • The value continues to increase until the deal becomes a free pack of hot dogs, or until the promotion ends on August 15. • At that point, everyone who shared a Taste-a-Monial will be rewarded their coupon.7/26/2011 12
  13. 13. Clarisonic Case StudyClarisonic appealed to their fans sense of good will and prospered. • Clarisonic recently ran a fundraising campaign for “Look Good, Feel Better,” a program that helps women battling cancer cope with treatment-related skin changes and hair loss. • They contributed a $1 donation for each new “Like” on its Facebook page. • They made it fun and easy to share the program with friends by designing different “calls to action” that visitors could choose to share. • As a result, Clarisonic generated over 30,000 new Likes on the page.7/26/2011 13
  14. 14. Top Application Platforms• Buddy Media -• Vitrue -• Context Optional -• Wildfire -• FBML – Is in the process of being phased out. Existing FBML apps will still be live, but any new apps through Facebook will be through iframes or social plugins.7/26/2011 14
  15. 15. Social Plugins for your Website & Fan Page• Like Button – One-click share functionality• Send Button (relatively new) – Allows your users to Facebook message your content directly to their friends.• Recommendations - Gives users personalized suggestions for pages on your site they might like.• Live Stream- Lets your users share activity and comments in real-time as they interact during a live event.• Facepile - Displays the Facebook profile pictures of users who have liked your page or have signed up for your site.7/26/2011 15
  16. 16. Thank You! Questions? Kelly Cutler 16