The document discusses Facebook marketing and social media messaging. It provides an overview of Vitrue, a social media messaging software company. It outlines the growing importance of social media and Facebook for marketing. It then discusses how Vitrue's platform allows brands to publish targeted content on Facebook to large audiences and engage with customers across multiple platforms and locations. The presentation concludes by discussing future areas of focus like geotargeting, mobile messaging, and leveraging Facebook features like Places, Deals and Open Graph.

1. Ac! 10
Facebook Marketing
Reggie Bradford
CEO & Founder
Vitrue Inc.

2. Getting Your Facebook
Message into the End Zone
What’s
Next
DC
January
24,
2011
Reggie
Bradford
CEO
&
Founder
Vitrue
vitrue.com

3. Who We Are
Vitrue
is
the
leading
provider
of
social
media
messaging
soIware
to
help
brands
harness
the
vast
markeMng
potenMal
of:
®
vitrue.com 2

4. Today’s Presentation Objectives
•
Overview
of
the
social
media
landscape
and
markeMng
opportunity
Facebook
provides
•
The
role
technology
will
play
to
broaden
the
potenMal
for
marketers
to
manage
and
message
their
fans
•
Share
thoughts
on
where
social
media
markeMng
is
heading
®
vitrue.com 3

5. Growing Importance of Social Media
A
growing
audience
of
ac/ve
users
•Global
Mme
spent
on
social
media
increased
82%
from
2008
to
2009
(Nielsen,
January
2010)
•
90%
of
respondents
trust
the
recommendaMons
from
a
person
they
know
(Nielsen,
April
2009)
•
Facebook
has
over
500MM
acMve
users,
with
each
having
130
friends
on
average
(Facebook
Sta7s7cs,
2010)
Facebook
Stats,
Dec.
2010
How
this
translates
to
a
shi6
in
marke/ng...
•
52%
of
surveyed
brand
representaMves
worldwide
agree
that
social
media
provides
an
opportunity
to
reach
new
consumers,
expanding
their
business.
(eMarketer,
Aug
2010)
•
A
study
of
1,000-­‐plus
marketers
shows
that
66%
of
those
marketers
will
increase
their
budgets
for
social
media
spending
(MediaPost,
Feb
2010)
•More
than
one
million
websites
have
integrated
with
the
Facebook
Pla_orm
(Facebook
Press
Office,
Oct
2010)
vitrue.com 4

6. Marketing Channels
Outbound Marketing Inbound Marketing
Television Social Media
Blogs
Print Ads
vs.
Search Engine
Radio/Broadcast Optimization
Word of Mouth
Direct Mail
vitrue.com

7. Average Facebook Use
•
Users
interact
with
over
900
million
objects
•
Average
user
is
connected
to
80
community
pages,
groups
and
events
•
More
than
30
billion
pieces
of
content
(web
links,
news
stories,
blog
posts,
notes,
photo
albums,
etc.)
shared
each
month
®
(Facebook
Sta7s7cs,
2010)
vitrue.com 6

8. Vitrue Scale
• Over
400MM
Facebook
connecMons
(aka
Fans)
served;
• Spanning
over
47
countries;
• Created
over
54,000
posts,
with
30MM
clicks,
400,000
shares
and
1.8MM
A/V
plays,
moderaMng
over
1.5MM
posts
and
over
22MM
comments
and
likes;
• Currently
managing
over
2,000
Pages
across
every
major
verMcal
from
CPG
to
consumer
electronics
to
auto
to
QSR
to
beverage
to
retail;
• Powerful,
scaleable
pla_orm
built
for
the
largest
marketers
and
agencies
on
the
globe;
and
• Industry-­‐leading
innovaMon
year-­‐over-­‐year.
vitrue.com 7

9. Messaging provides reach
Content Added to a Tab Content Published to Wall
On average, content that receives 1,000 page views on a
Facebook Tab will receive 110,000 views when published to
the Wall. That is a 110x (10,900%) increase in reach.
vitrue.com 8

10. Messaging spans multiple platforms
Vitrue products leverage existing APIs and user bases to allow brands to
communicate with consumers any time, any place.
On Social Networks
Brands have increasing
presence on social
networks.
On Branded Websites
Over 1 million websites have
integrated social plugins.
On Mobile Devices
Consumers “check-in” and
receive messages.
vitrue.com 9

11. Innovation:
The Facebook News Feed
vitrue.com

12. Wall Apps
• Wall
Apps
garner
110
/mes
greater
reach
Email
Capture
(Vitrue
May
2010
research)
• Wall
Apps
are
published
inside
the
Facebook
Fan’s
news
feed
• Engagement
happens
for
brands
without
fans
leaving
the
news
feed
• Standard
Wall
Apps
• Photos,
Videos,
Trivia,
Polls,
Quizzes,
Surveys,
Coupons,
Poll
Sampling,
Sweepstakes,
Mailing
List,
Causes,
Email
AcquisiMon,
Polls,
Slide
Shows
and
more
coming
• Custom
Wall
Apps
• Available
to
meet
unique
funcMonality
or
design
requirements
• Use
exisMng
games,
banners
and
widgets
(any
SWF
file)
vitrue.com 11

13. Where We Are Headed
vitrue.com

14. Targeting
OpMmize
delivery
of
content
by
targeMng
using
Facebook’s
Open
Graph
objects
and
Places
Target
the
right
people
where
they
interact
with
your
brand
®
vitrue.com 13

15. Facebook Places
Tap into your local market by
messaging and targeting fan
who are engaging with your
brand at a local level
®
vitrue.com 14

16. Facebook Deals
Individual Deal
One-time deals associated
with a single check-in
Friend Deal
Deals for groups of people
who check in together
®
vitrue.com 15

17. Facebook Deals
Loyalty Deal
Deals for frequent customers,
uses a punchcard to track
the number of check ins
Charity Deal
Pledge to donate to a
charity or organization with
customer check-ins
®
vitrue.com 16

18. Geotargeting
• Target
Facebook
posts
based
on
locaMon
and/or
language
• Reach
fans
who
are
likely
to
be
engaged
by
locaMon/language
specific
content
• Create
targeted
posts
without
leaving
the
Publisher
interface
vitrue.com 17

19. Importance of Open Graph
• We
have
opMmized
our
product
suite
around
the
core
concept
of
Social
Media
Hot
concert
in
your
town!
Messaging.
• “Open
Graph”
(Facebook)
and
“Places”
(Facebook,
foursquare,
and
Gowalla)
features
are
creaMng
a
massive
number
of
channels
to
which
marketers
can
message.
• The
ability
to
segment
fans
and
followers
on
social
networks,
then
publish
targeted,
engaging,
Mmely
messages
to
those
fans
and
followers
will
rapidly
become
a
core
competency
for
every
consumer
brand.
vitrue.com 18

20. Extending Messaging to Mobile Devices
• Allowing
marketers
to
extend
their
social
interacMons
to
mobile
users
of
Facebook
Places,
Foursquare
and
Gowalla
via
the
Social
RelaMonship
Management
(SRM)
pla_orm
and
will
be
a
logical
product
upgrade
for
our
many
exisMng
clients.
• The
pla_orm
will
allow
a
marketer
to
craI
a
simple,
intuiMve
call
to
acMon.
Specifics
can
vary,
but
at
its
core
the
message
will
be:
“Check
in,
get
stuff.”
That
message
will
be
surfaced
in
brick-­‐and-­‐
mortar
retail
locaMons,
via
exisMng
loyalty
programs,
etc.
• Each
check-­‐in
will
generate
a
return
message
with
a
deal.
That
message
also:
-­‐ Allows
the
user
to
share
the
deal
with
their
friends
-­‐ Provides
the
marketer
with
a
word
of
mouth
endorsement,
since
check-­‐ins
are
reported
to
the
user’s
news
feed
(Facebook
users
have
an
average
of
130
friends
each)
vitrue.com 19

21. Managing Connections
Across the Open Graph
vitrue.com 20

22. Defining Target Audiences
Once
you
acquire
fans,
learn
what
they
like
and
where
they
are,
you
can
further
target
your
audience
online.
®
vitrue.com 21

23. for the latest trends, insights +
product innovations...
facebook.com/vitrue
for more from Reggie
@vitrue reggie@vitrue.com
@ReggieBradford
youtube.com/vitrue
vitrue.com/blog/feed
®
vitrue.com 22