This case study from Facebook discusses how marketers can use social media throughout the marketing funnel, from awareness to consideration to intent. Facebook offers tools like fan pages, events, and targeted ads to reach consumers at different stages as they move from first learning about a product to clicking through to purchase. The funnel diagram shows how impressions, connections, and clicks have evolved over time on digital platforms like Facebook.

1. Case Study: Facebook Mike Hoefflinger , Director of Product Marketing Facebook

2. Adventures in the Funnel: Awareness, Consideration and Intent in Media that is Social Mike Hoefflinger Director, Product Marketing Facebook

3. 1995 Digital Evolution Connections Impressions Clicks 2009 Impressions Impressions 2002 Clicks

4. Connections

5. 1 2 5 6 4 3

6. Watchmen The Comedian Silk Spectre Dr. Manhattan Night Owl Ozymandias Rorschach Watchmen Virtual Gifts Watchmen Event & Fan Ads Event RSVP ad Become a Fan Top of the Funnel

7. Bottom of the Funnel

8. Throughout the Funnel

9. facebook.com/marketing