Kistner

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Kistner

  1. 1. THE 5 DON’TS OF FACEBOOK MARKETING<br />
  2. 2. 1. Don’t focus on fan acquisition<br />Quality engagement and content will increase fans<br />
  3. 3. 75%<br />Brand Invite/Ad<br />59%<br />Friend<br />49%<br />Search<br />What drives people to fan?<br />
  4. 4. Existing customers<br />84%<br />FANS ARE CUSTOMERS<br />LOOKING FOR DEALS, NEWS & COMMUNITY<br />Want exclusive offers & benefits<br />83%<br />Will recommend to a friend<br />92%<br />
  5. 5. Engagement brings fans<br />Total Fans<br />Engagement<br />
  6. 6. 2. Don’t think of your wall as twitter or a blog<br />Casual, conversational content works better in Facebook<br />
  7. 7. The average user only sees<br />5%<br />of all posts that could appear in their feed<br />The truth about wall posts<br />
  8. 8. Posts are filtered by EdgeRank<br />
  9. 9. Engagement examples<br />339K fans<br />High<br />Low<br />
  10. 10. Engagement examples<br />768K fans<br />High<br />Low<br />
  11. 11. Engagement examples<br />1.4M fans<br />High<br />Low<br />
  12. 12.
  13. 13.
  14. 14. 3. Don’t miss out on advertising<br />Fans are the new email list and ads are the new email <br />
  15. 15. .05%<br />Avg. CTR of ads to non-fans<br />.35%<br />Avg. CTR of ads to fans<br />Cold targeting vs. fan targeting<br />
  16. 16. Facebook Assets<br />Website<br />Landing page options<br />
  17. 17. Facebook Assets<br />Website<br />Landing page options<br />
  18. 18. Tabs are here<br />
  19. 19.
  20. 20. Tabs make ideal landing pages<br />
  21. 21. 4. Don’t forget about your website<br />Site integration helps get more value out of Facebook<br />
  22. 22. Like button on site<br />
  23. 23. Creates a story<br />
  24. 24. Discussion increases reach<br />
  25. 25. Viral loop<br />
  26. 26. And gives you fans to target with ads<br />
  27. 27. 5. Don’t listen to naysayers<br />Facebook is not going away<br />
  28. 28. 8%<br />THE US<br />ADOPTION<br />OF SOCIAL<br />Twitter<br />Social Networks<br />52%<br />4%<br />Location<br />Facebook<br />51%<br />
  29. 29. Facebook is up, sites are down<br />
  30. 30. FACEBOOK FANS<br />SITE VISITORS (MO.)<br />24,500,000 1,800,000<br />33,660,000 270,000<br />22,800,000 290,000<br />10,400,000325,000<br />
  31. 31. Like search, social is splitting<br />
  32. 32. Paid social will dominate<br /><ul><li>On demand
  33. 33. Directly measurable value
  34. 34. Scalable
  35. 35. Familiar to marketers</li></li></ul><li>Questions?<br />Thank you!<br />

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