Facebook Strategies

1. Facebook
Marketing Strategic case study
Sohail Haider
12f8181
Section: C

2. Mission & Vision
VISION
"People use Facebook to stay connected
with friends and family, to discover what’s
going on in the world, and to share and
express what matters to them."
Facebook’s mission is
to give people the
power to share and
make the world more
open and connected.
MISSION

3. Base and Foundation
• Facemash (October 28, 2003 )
• hot or not
• 450 visitors / 22,000 views in first four hours
• the facebook
• As a semester project
• 500 historical roman images
Early History
Launch of fb
• The Official launch of
“thefacebook.com”
• Claim from
HarvardConnection.com
• March 2004: expanded to
Columbia, Stanford and Yale.
Later for many more...
• 2005: drop the “the” from
facebook and the domain for
$200,000.
• September 2005: next logical
step (invited schools).
Only those Schools are
allowed which are invited

4. Early History (continue…)
Launch of fb
• 2006: Expanded the eligibility by
entertaining the employees also.
• September 6, 2006: OPENED
for EVERYONE at least 13.
• In late 2007: Facebook had
100,000 business pages.
• In November 2010: 3rd largest
American web Company
($41billion).
• From 2009 to March 13, 2010
fb has more visits than Google.
• Downfall march 2011: 20,000
offline every day.
• In March 2012: Fb announced
app center

5. People’s Need
• People want to communicate with each other
in more efficient way. So fb took the
advantage by taking people closer after an
successful experiment of FACESMASH.
Understanding the Market Place
Behavior
• Customer Satisfaction
• Too low expectations
but high results

6. Segmentation
Did fb used the concept of segmentation
• But in early days,
educated and
uneducated.
• Before this the
phenomena was that
only person of that
school or college.

7. 2 way Marketing Platform
Marketing Mix
Ps
• Product: Brand people
trust.
• Price: Just cost your
time.
• Place: for almost all kind
of persons.
• Promotion: In just early
days it demanded some
kind of promotions but
now a days its name it
self is a promotion.
BRAND

8. Services
Services Provided by Fb
• Facebook Ads
• Search
• User Generated Contents
• Photos
• Press Campaigns
• TV Campaigns

9. In fact
• Social site (max possibility)
• Security
• Generate and allot id to every user.
Building Customer Relationships
Opened for everyone
• By passage of time fb
created its advocate
customers.
• Audited

10. Valuation over time
Only those Schools are
allowed which are invited

11. To provide you with updates and
information to help keep you and your
family safe while using Facebook or
surfing on the Internet.
Market oriented mission(safety)
• At Facebook, nothing is
more important than
the safety of the people
who use our service. On
this page you can learn
about our safety tools
and resources.

12. Companywide Strategic Plan
• Zynga has to put 10,000
servers each week due
to high traffic.
• High Market share
• High Growth rate
Entertain people by both
social services and games.

13. Market share

14. Growth rate analysis
Date
Users
(in millions)
Days later Monthly growth
August 26, 2008 100 1,665 178.38%
April 8, 2009 200 225 13.33%
September 15, 2009 300 160 9.38%
February 5, 2010 400 143 6.99%
July 21, 2010 500 166 4.52%
January 5, 2011 600 168 3.57%
May 30, 2011 700 145 3.45%
September 22, 2011 800 115 3.73%
April 24, 2012 900 215 1.74%
September 14, 2012 1,000 143 2.33%
March 31, 2013 1,110 198 1.5%
December 31, 2013 1,230 275 0.97%

15. Marketing Strategy and Marketing Mix
• No intermediates
• LinkedIn, twitter,
Google+
Entertain all the segments


16. • Integration with websites and
applications
• More than a billion active monthly
users
• Excellent users experience
• Understanding of user’s needs and
behavior
SWOT Analysis
Strengths

17. • Weak CTR of advertisements
• Social network lacks of some features
• One source of revenues –
advertisements on Facebook
• Attitude towards users’ privacy
• Lack of website customization
• Weak protection of users’ information
SWOT Analysis
Weakness

18. •Increasing number of people
using Facebook through
mobile devices
•Expansion to China
•Diversify sources of revenue
•Open Facebook marketplace
SWOT Analysis
Opportunities

19. • Increasing number of mobile
internet users
• Users using ad-block extensions
• Slow growth rate of online
advertising
• Identity thefts
• Weak business model
SWOT Analysis
Threats

20. Micro Environment
• The Facebook
• No supplier
• No Intermediaries
• Twitter, LinkedIn, Yahoo,
Google
• People behavior
• WE!!!

21. Micro Environment
• The Facebook
• No supplier
• No Intermediaries
• Twitter, LinkedIn, Yahoo,
Google
• People behavior
• WE!!!