This document discusses strategies for using Facebook pages to build brands. It includes segments of top page types, fans per page data, and SWOT analyses of pages' strengths, weaknesses, opportunities, and threats. Brand positioning, architecture, touchpoints, experiences, and campaigning are examined. Competitors like Twitter and Myspace are also reviewed. The goal is to provide insights into effectively utilizing pages to engage customers and create awareness for a brand on Facebook.

1. Facebook Page
Let’s Get Social!
Eric Dorf . Mon Chirapat Vorratnchaiphan

2. Pages
Hello.
Segments
SWOT
Competitors
Brand Positioning
Brand Architecture
Brand Touchpoints
Brand Experience
Brand Campaign

3. Segment: Most Popular Page Types Pages
Movie
14,000 Pages
TV Show
12,000 Pages
Book
7,000 Pages
Music Band
3,500 Pages
Athlete
2,00 Pages
Airlines, Ships, Trains Games Food Beverage Travel & Museums Local Business
2,000 Pages 2,000 Pages 1,800 Pages 1,400 Pages 800 Pages

4. Segment: Fans Per Page Pages
Name # of Fans
Facebook 30,128,376
Texas Hold’em Poker 29,961,872
Michael Jackson 25,246,151
YouTube 24,765,953
Lady Gaga 24,683,171
Eminem 23,693,926
Family Guy 22,620,702
Coca-Cola 20,690,413
Megan Fox 19,547,197
Vin Diesel 19,407,149

5. SWOT: Strength Pages
Functional Assets Business Strategy
• 3rd party applications allow companies to • An average Facebook user become a fan
create a dynamic Page. of 4 Pages each month.
• Users can participate in webinars. • More then 20 million Facebook users
• Participation in open dialogue with fans become fans of Pages each day.
by answering questions and giving helpful • Fan pages have opportunity to attract 500
million plus users in the network.
tips on the wall.
• Page Insights gives demographic
• Ability to create a custom url for the Page.
breakdown of the users and engagement.
• Geo-target Page updates by directly • Pages are indexed by search engines,
addressing the location. which helps to increase SEO.

6. SWOT: Weakness Pages
• Events that are sent out to the users of the Page • Companies need to adapt effectively due to
are not sent to their inbox but rather their Page continuous improvement/change.
Updates. • Developing a fan base on the Page, means
• Comments on Pages are linear/time-based and the admin can’t disappear for a long period
not grouped by theme. of time.
• Does not allow the capability to make the page • The time-frame to correct errors on the Page
private or restrict who can access the Page. is small before it effects the audience.

7. SWOT: Opportunity Pages
• Discovering new content through rich data visualization. • Engage customers with the companies business
• Establish credibility with the fans by sharing useful links, activities, For ex, “Assisting “Future Seed Inc.” on
and downloadable information. their new branding.”
• Integrate Page url to all marketing collateral material to • Leverage Facebook ads that target the specific
attract potential fans. demographic and location which help to bring
exposure to the Page.

8. SWOT: Threat Pages
• Wall spam cluttering the wall may prevent potential users to join a page.
• Constantly needing to innovate in order to keep up with Twitters momentum.
• Stalls caused by self-implosion from internal instability.
• External forces such as Wiki.

9. Brand Positioning Pages
Engagement
Facebook
Pages
Twitter
profile
Linked In
Group
Low User Retention HIgh User Retention
Myspace
Profile
Disengagement

10. Competitors: Traditional Media Pages

11. Competitors: Twitter Pages

12. Competitors: Myspace Pages

13. Brand Architecture Pages
Facebook
Pages
Insights
Social Plugins
Login Graph API
Button
Like
Button
Business Webpage
Activity Ads
Connect
Feed
3rd party
Apps
Mobile
Like Box
facepile

14. Brand Personality Mr. Hospitable
Brand Personality Pages
Pages
Mr. Hospitable

15. Brand Experience Pages
VS

16. Brand Experience Pages

17. Brand Experience Pages
Creating
Awareness

18. Brand Touchpoints Pages
Activity
Friendpile Comments Live Stream
Feed
Like Login
Recommend
Like
Box Button Button

19. Brand Touchpoints Pages
Activity Feed

20. Brand Touchpoints Pages

21. Brand Touchpoints
Brand Touchpoints Pages
Pages

22. Brand Experience Pages
Share with their Creating
friends Awareness

23. Brand Experience Pages

24. Brand Experience Pages
Review and
feedback
Share with their Creating
friends Awareness

25. Brand Experience Pages

26. Brand Experience Pages

27. Brand Experience Pages
Engagement
Review and
feedback
Share with their Creating
friends Awareness

28. Brand Campaign Pages

29. Brand Campaign Pages

30. Thank you