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Facebook Marketing for Your Business

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Presentation on Facebook Marketing prepared for MENG Online's audience of marketing executives. To be presented on June 9th 2009.

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Facebook Marketing for Your Business

  1. 1. Facebook Marketing June 9, 2009 Richard J. Krueger Facebook: Richard Krueger AboutFaceDigital, CEO Twitter ID: rkrueger Samepoint, Co-Founder Blog: www.aboutfacedigital.com/blog/ Show Me the Money!
  2. 2. About Me <ul><li>Held management roles at several top ten PR agencies in NYC </li></ul><ul><li>Oversaw PR for Time Inc. New Media </li></ul><ul><li>Served as Marketing Dir. and CMO for several successful Internet start-ups, including: </li></ul><ul><ul><li>LocalEyes (acquired by AOL) </li></ul></ul><ul><ul><li>Icon CMT (acquired by Qwest) </li></ul></ul><ul><li>Launched online gaming site with Garry Kasparov, World Chess Champion </li></ul><ul><li>Developed video games for Price is Right, Hell’s Kitchen and upcoming American Idol </li></ul><ul><li>Started AboutFaceDigital, social media agency, specializing in Facebook marketing </li></ul><ul><li>Co-founded Samepoint.com, leading online reputation search engine </li></ul><ul><li>Author of upcoming book, Facebook Marketing for Dummies, available in Sept. </li></ul>
  3. 3. Why Facebook Matters
  4. 4. Why Should You Care? <ul><li>Facebook is the leading online social network </li></ul><ul><li>The site claims more than 200 million active users (worldwide) </li></ul><ul><ul><li>That’s an audience twice the size of the Superbowl </li></ul></ul><ul><li>More than 50%, or 100 million users, log on at least once a day </li></ul><ul><li>More than 4 billion minutes are spent on Facebook each day </li></ul>
  5. 5. Who Are All These People? <ul><li>There are more females (55.7%) than males (42.2%) </li></ul><ul><ul><li>2.2% are of unknown gender(?) </li></ul></ul><ul><li>The fastest growing demographic is the 35-54 year old demo </li></ul><ul><ul><li>Experiencing a 276.4% growth rate over the past 6 months </li></ul></ul><ul><li>The 55+ demo is not far behind with a 194.3% growth rate </li></ul><ul><li>The 25-34 year population is doubling every 6 months </li></ul><ul><li>(source: Istrategy Labs 2009 Facebook Demographics and Statistics Report) </li></ul>
  6. 6. Where Are They Coming From? <ul><li>About 70% of Facebook users are outside the United States </li></ul><ul><ul><li>Facebook has been translated into 70+ languages </li></ul></ul><ul><li>In U.S., the largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago </li></ul><ul><li>Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest </li></ul><ul><li>There are more than 30 million active users currently accessing Facebook via their mobile devices </li></ul>
  7. 7. What Are They Doing? <ul><li>Average user has 120 friends on the site </li></ul><ul><li>More than 30 million users are updating their statuses at least once each day </li></ul><ul><li>More than 6 million users become fans of Pages each day </li></ul><ul><li>More than 850 million photos are uploaded each month </li></ul><ul><li>More than 10 million videos are uploaded each month </li></ul><ul><li>More than 1 billion pieces of content are being shared each week (web links, news stories, blog posts, notes, photos, etc.) </li></ul><ul><li>More than 2.5 million events are created each month </li></ul><ul><li>More than 30 million active user groups have been created since the site launched </li></ul><ul><li>(source: Facebook stats) </li></ul>
  8. 8. Facebook Strategies
  9. 9. 5 Steps to Building Your Facebook Presence <ul><ul><li>Step 1: Expanding your network of friends </li></ul></ul><ul><ul><li>Step 2: Joining and participating in related Groups </li></ul></ul><ul><ul><li>Step 3: Monitoring your brand reputation within Facebook </li></ul></ul><ul><ul><li>Step 4: Creating and taking ownership over your company’s official </li></ul></ul><ul><ul><li> Public Profile </li></ul></ul><ul><ul><li>Step 5: Managing an ad campaign to reach your desired audience </li></ul></ul>
  10. 10. Step 1: The Art of Influencing Friends <ul><ul><li>Facebook is all about making connections with old and new contacts </li></ul></ul><ul><ul><li>Facebook allows you to search for friends by: </li></ul></ul><ul><ul><ul><li>Name </li></ul></ul></ul><ul><ul><ul><li>High School </li></ul></ul></ul><ul><ul><ul><li>College </li></ul></ul></ul><ul><ul><ul><li>Company </li></ul></ul></ul><ul><ul><li>Import email contacts and blast your friends </li></ul></ul><ul><ul><li>Be bold, be assertive, chances are they’d love to connect </li></ul></ul><ul><ul><li>Friendship is a two-way street - show your friend’s you care </li></ul></ul><ul><ul><ul><li>Comment on photos </li></ul></ul></ul><ul><ul><ul><li>Send bday wishes </li></ul></ul></ul><ul><ul><ul><li>Challenge them to activities you think they’d enjoy </li></ul></ul></ul>
  11. 11. Step 2: Catering to Special Interests via Facebook Groups <ul><ul><li>Groups have become a hugely popular feature within Facebook with more than 30-million created </li></ul></ul><ul><ul><li>Groups span the gamete of topics, including: </li></ul></ul><ul><ul><ul><li>Camp Delaware Alumni - 567 members </li></ul></ul></ul><ul><ul><ul><li>Reasons to Date a Mortician - 874 members </li></ul></ul></ul><ul><ul><ul><li>Bald Men R Hot!!! - 1017 members </li></ul></ul></ul><ul><ul><li>Any Facebook member can start a group </li></ul></ul><ul><ul><li>Groups can be restricted (approval required by admin), or open to all </li></ul></ul><ul><ul><li>They can also be secret, undetectable by search engines </li></ul></ul><ul><ul><li>Admins can blast emails to its members </li></ul></ul>
  12. 12. Step 3: Managing Your Online Reputation <ul><ul><li>Groups and Profile Pages can also serve to damage a brand </li></ul></ul><ul><ul><li>Bad news always travels faster than good </li></ul></ul><ul><ul><li>Companies need to know if/who is hijacking their brands </li></ul></ul><ul><li>Spotlight : Bank of America has received even more bad news - more than half of the 568 Facebook Groups about BOA are damaging, started by dissatisfied customers or disgruntled employees. </li></ul>
  13. 13. Step 4: Creating Your Company Profile <ul><ul><li>Facebook Public Profiles are for companies big and small, celebrities, musicians, DVD/book producers, service providers and non-profits </li></ul></ul><ul><ul><li>There is no charge to create a Public Profile and it is relatively easy to set-up </li></ul></ul><ul><ul><li>Facebook members can become Fans of a Public Profile page </li></ul></ul><ul><ul><ul><li>Automatic opt-in member from which to market to </li></ul></ul></ul><ul><ul><ul><li>Their interactions generate news stories </li></ul></ul></ul><ul><ul><ul><li>Fans serve as brand evangelists </li></ul></ul></ul><ul><ul><li>Challenge is providing a compelling reason for people to become fans and remain engaged </li></ul></ul>
  14. 14. Public Profiles: Best Practices <ul><li>Rome wasn’t built in a day </li></ul><ul><ul><li>relationships take time </li></ul></ul><ul><ul><li>take an initial step, evaluate, learn and scale it up </li></ul></ul><ul><li>Facebook is leading the marketing shift from monologue to dialogue </li></ul><ul><ul><li>Make sure to listen and respond </li></ul></ul><ul><ul><li>Encourage fan participation </li></ul></ul><ul><li>Incentivize Fans </li></ul><ul><ul><li>Provide Fans with relevant benefits </li></ul></ul><ul><ul><li>Contests and giveaways still rule </li></ul></ul><ul><li>Global Brands Have Global Fans </li></ul><ul><ul><li>Need to think globally and act locally </li></ul></ul><ul><ul><li>Post content with global appeal </li></ul></ul><ul><ul><li>Reach local via targeted updates </li></ul></ul><ul><li>If you Promote it, They’ll Come </li></ul><ul><ul><li>Ads drive users </li></ul></ul>
  15. 15. Public Profile: BudLight Bikini Babes and Chance to Win a Cruise TIP: Public Profiles that show people in their photos attract more Fans that Profiles with logos, offices, or product images.
  16. 16. Public Profile: Barack Obama The Most Popular Man on Facebook
  17. 17. Step 5: Facebook as an Ad Platform <ul><li>Facebook offers a self-serve ad system, similar to Google </li></ul><ul><ul><li>Purchased on a CPC or CPM closed-bidding system </li></ul></ul><ul><ul><li>Ad creation, management and payment is done within Facebook </li></ul></ul><ul><li>They allow for a high degree of targeting </li></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Age/Sex/Relationship status </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Interests (based on user’s personal profile data) </li></ul></ul><ul><li>Social Ads leverage news feed stories to amplify the impact </li></ul><ul><li>Engagement Ads bring social actions directly into the ad unit </li></ul><ul><ul><li>Become a Fan of a Page </li></ul></ul><ul><ul><li>RSVP to an Event </li></ul></ul>
  18. 18. Targeted Ad: Skinny Guy Workout Plan Now That’s Targeting Ability
  19. 19. Social Ad: Blockbuster Your Face Could End Up in this Ad <ul><li>A Social Ad is a Facebook Ad with a story about the user’s friends’ interactions with a Facebook Page or Application as the headline </li></ul><ul><li>Social Ads include the branded image and copy from the advertiser alongside the Social Action </li></ul><ul><li>Social Actions make the ad more personally engaging and relevant for the user viewing it </li></ul>
  20. 20. Social Ad: Virgin America Fans Become Brand Evangelists
  21. 21. Engagement Ad: Powered by Dell Increasing Conversions from Within <ul><li>Engagement ads allow users to engage with ads in the same way they interact with other content on Facebook, without leaving their home page on Facebook </li></ul><ul><li>When a user takes an action within an Engagement ad, it sparks organic sharing </li></ul>
  22. 22. Facebook Tools
  23. 23. Roll Your Own Ads <ul><li>Enter your click-thru page </li></ul><ul><li>Create your ad </li></ul><ul><li>Select your audience </li></ul><ul><li>Add your bid </li></ul>
  24. 24. Create Ads the Facebook Way
  25. 25. Ad Targeting Made Easy
  26. 26. Place Your Bid
  27. 27. Facebook Ad Manager
  28. 28. Measuring Ad Success <ul><li>Facebook provides basic ad metrics via its Ad Manager </li></ul><ul><li>Facebook Insights offers deeper insights into social ad performance, including: </li></ul><ul><ul><li>Reach (impressions/clicks) </li></ul></ul><ul><ul><li>Viral impact (how many fan additions) </li></ul></ul><ul><ul><li>Demographic breakdown </li></ul></ul><ul><ul><li>Engagement (number of video plays, wall posts, etc.) </li></ul></ul>
  29. 29. Measuring Conversational Buzz <ul><li>Lexicon is a tool to measure conversation frequency within Facebook </li></ul><ul><ul><li>www. facebook .com/lexicon </li></ul></ul><ul><ul><li>Enter up to five terms for a comparison graph </li></ul></ul><ul><li>Lexicon shows the number of users that posted each term per day on a profile, event or group Wall </li></ul><ul><ul><li>Does not count repeated terms by the same user on the same day </li></ul></ul><ul><li>A new version available soon will offer advanced features </li></ul><ul><ul><li>Demographic breakdown </li></ul></ul><ul><ul><li>Sentiment analysis (positive/netative) </li></ul></ul><ul><ul><li>Conversational maps </li></ul></ul><ul><ul><li>Additional related metrics (associations, pulse, etc.) </li></ul></ul>
  30. 30. Lexicon: Cool Charts and Graphs
  31. 31. Facebook Platform
  32. 32. Branded Applications <ul><li>Facebook opened up its platform to developers in April 2007 </li></ul><ul><li>Presently, there are 52,000 applications available in the Facebook Application Directory </li></ul><ul><li>Facebook has signed up more than 950,000 developers from more than 180 countries </li></ul><ul><li>Every month, more than 70% of Facebook users engage with Facebook apps </li></ul><ul><li>More than 100 applications have more than one million monthly active users </li></ul>
  33. 33. Branded App: Foot Network Make a Cupcake and Send to a Friend <ul><li>Fun, engaging activity </li></ul><ul><li>Underscores brand </li></ul><ul><li>Highly viral </li></ul><ul><li>Integrates unique content </li></ul>
  34. 34. Branded App: Visa The Visa Business Network <ul><li>Free $100 ad credit </li></ul><ul><li>More than 50K installs </li></ul><ul><li>Resources and advice for small business owners </li></ul><ul><li>Ability to network with others in the community </li></ul>
  35. 35. Facebook Connect <ul><li>Provides web site owners with a single sign-on process </li></ul><ul><li>Extends many of the same Facebook features that people have come to rely on to partner web sites </li></ul><ul><li>Seamlessly publishes members social actions to their Facebook news feeds, fueling the viral channels </li></ul><ul><li>Keeps your users' personal and friend data in sync with Facebook </li></ul><ul><li>More than 10,000 websites have implemented Facebook Connect since its general availability in Dec. 2008 </li></ul>
  36. 36. Ben & Jerry’s Serves Up Tasty Connect
  37. 37. Last Words
  38. 38. FACEBOOK MARKETING GUIDELINES <ul><li>Be Honest - always practice transparency. If you are representing a client, make sure to clearly identify state your association </li></ul><ul><li>Be Passionate - enthusiasm spreads. You’ve got to drink the coolaide if you want others to follow </li></ul><ul><li>Be Patient - Building an online reputation is a process. Blogs, Twitter, Facebook, LinkedIn all take time and dedicated efforts to build a fan base. </li></ul><ul><li>Everyone Loves Free Stuff - This is especially true on Facebook, but can be generally applied across all web marketing channels </li></ul><ul><li>Measure Your Success - Marketers are increasingly under pressure to show ROI. The three M’s of social media marketing are Monitor, Mine and Metrics. </li></ul>
  39. 39. Facebook Closing Notes <ul><li>Facebook offers marketers a ready-made environment with 200-million members </li></ul><ul><li>The social network provides tools for anyone to create a Facebook presence </li></ul><ul><li>Public Profile pages are the best place to start, as they allow a company, celebrity or organization build a network of fans </li></ul><ul><li>When a user becomes a fan of your Public Profile, you have an interested, opt-in consumer </li></ul><ul><li>Facebook ads are among the best ways to drive fan engagement </li></ul>Promote valuab
  40. 40. Contact Richard Krueger (917) 400-0240 [email_address]

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