Facebook Best Practices

Facebook Resources

ZOG Media’s guide to Facebook and
its best practices

Table of Contents
• 4- Stats and Data Points
– 5- What Is Facebook?
– 6-25- History of Facebook
– 26-30- Facebook Statistics
– 31-34- User Statistics
– 35- User Demographics
• 36- Best Practices
– 37- Getting Started
– 38-39- Building a Community
– 40-41- Welcome Tab
– 42-44- Wall Posting
– 45- Profile Photo
– 46- Settings and Permissions
– 47- Basic Information
– 48- Interacting with Other Pages
– 49-50- Insights
– 51- Events
– 52-53- Campaigns
– 54-56- Facebook Ads

Table of Contents
• 57- Case Studies
– 58-62- Cable ONE Joiner Campaign
– 63-67- Budweiser’s Bud United Show Your True Colors
– 68-75- Coca-Cola
– 76-80- M&M’s Pretzel
– 81-85- 1-800-Flowers.com Valentine’s Day
– 86-90- Old Spice
• 91- Appendix
– 92- Facebook Videos
– 93-94- Citations

What Is Facebook?
• Facebook is the most widely used social
networking site in the world, allowing users to
cultivate scrapbook-like “Timeline”’s displaying
notable events in their lives.
• Facebook connects users via various
networks, including education, work and family.
• Facebook allows users to display virtual photo
albums, comment on other profiles, chat with
other users, broadcast places they visit and share
products they’ve purchased.

History of Facebook- Overview
• Facebook launched in February 2004.
• Originally a social networking site solely for
Harvard students when it launched, Facebook
expanded to all college students later that
year, then high school students in 2005, then
anyone age 13 or older in 2006.
• Facebook first announced a profit quarter in
2009.
Source
As of January 2011
http://www.facebook.com/press/info.php?factsheet
http://www.businessweek.com/technology/content/jan2011/tc2011016_998330.htm

History of Facebook
• February 2004- Mark Zuckerberg and co-founders Dustin
Moskovitz, Chris Hughes and Eduardo Saverin launch
Facebook from their Harvard dorm room.
• September 2004- Groups application is added; the Wall is
added as a Profile feature.
• December 2004- Facebook reaches nearly 1 million active
users.
• May 2005- Facebook grows to support more than 800
college networks.

Source
As of December 27, 2011
http://www.facebook.com/press/info.php?timeline
http://mashable.com/2011/06/28/facebook-advertising-infographic/
http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/

History of Facebook

This is what the original
Facebook looked like in
2005, when it was still
http://www.thefacebook.
com.

History of Facebook
• August 2005- The company changes its name from
thefacebook.com to Facebook.
• September 2005- Facebook expands to add high
school networks.
• October 2005- Photos are added.
• May 2006- Facebook adds work networks.
• August 2006- Facebook development platform
launches.
Source

History of Facebook
• August 2006- Facebook announces a partnership with J.P.
Morgan Chase to promote the Chase credit card. In a 1-
year marketing agreement, Facebook members see
banner ads inviting them to join a special Chase
network—members of that group then earn reward
points for their actions, such as paying bills on time.
• August 2006- Facebook and Microsoft form strategic
relationship for banner ad syndication. Microsoft’s
adCenter becomes the exclusive provider of banner ads
and sponsored links on the site.
• September 2006- Facebook allows anyone to join.
Source

History of Facebook
• September 2006- Facebook announces “election
2006,” which allows anyone to search for and
interact with office candidates for the Senate, House
and Governorship.
• September 2006- News feed is introduced.
• November 2006- Share feature added.
• February 2007- Virtual gift shop launched.
• May 2007- Facebook launches Marketplace app for
classified listings.
Source

History of Facebook

This is the Facebook
Marketplace app

History of Facebook
• May 2007- Facebook platform launches with about 85
applications.
• August 2007- In response to Vodafone and other British
companies pulling their ads from Facebook after
appearing alongside the far-right British National Party
group, Facebook offers an opt-out feature that lets
advertisers prevent their ads from showing up.
• November 2007- Facebook introduces “Facebook Ads,”
Pages for brands and businesses, Facebook Insights and a
controversial ad system called “Beacon” that encourages
the viral spread of brand messages.
• April 2008- Facebook launches Chat.
Source

History of Facebook
• August 2008- Facebook introduces Engagement Ads.
• December 2008- Facebook Connect becomes
generally available.
• February 2009- Facebook adds the Like Button.
• February 2009- Facebook transfers ownership of the
Marketplace classified listings app to Oodle.
• March 2009- Facebook introduces language and
radius-based ad targeting.
Source

History of Facebook
• March 2009- Facebook relaunches Pages to be more
like Profiles and include status updates and photos.
• June 2009- Facebook launches self-serve Ads for
Pages and Events, giving them engagement
capability.
• July 2009- Facebook launches connections
targeting, multiple country targeting and birthday
targeting.
• September 2009- Facebook begins testing Ads API.
Source

History of Facebook

A new Facebook
page, designed to
look more like an
individual profile
page than before

History of Facebook
• September 2009- Facebook shuts down ad platform
“Beacon,” which posted updates to Facebook profiles
when their owners interacted with its partner sites. The
feature inspired a class action lawsuit after privacy
advocates rallied against having their actions on sites like
Blockbuster, Gamefly and Overstock.com posted to their
profiles.
• September 2009- Nielsen launches Brand Lift with
Facebook at Advertising Week. The product measures
the effectiveness of ads on Facebook by polling users.
• April 2010- David Fischer, VP of Advertising and Global
Operations, joins Facebook.
Source

History of Facebook
• August 2010- Facebook launches Places.
• September 2010- Facebook adds social context metrics
to its performance advertising analytics.
• November 2010- Facebook rolls out beta-version of
check-in Deals using Facebook Places (now part of the
overall Deals offering.)
• January 2011- Facebook users get access to new
Messages product, which groups all direct messages
between users whether they are viewing a conversation
from the inbox, chat window or mobile.
• January 2011- Facebook gives users the option of
accessing Facebook over an encrypted connection.
Source

History of Facebook
• February 2011- Facebook launches Sponsored Stories.
Companies can choose to take certain user actions—such
as check-ins or actions within Facebook apps—and
feature them in the column on the right side of the News
Feed.
• February 2011- Facebook introduces a spam filter for
comments.
• March 2011- Facebook launches Questions for Pages.
• April 2011- In an effort to court advertisers, Facebook
reveals Facebook Studio, which highlights interesting
work from advertisers.
Source

History of Facebook
• April 2011- Facebook officially launches Deals, a Groupon
competitor.
• April 2011- Facebook introduces the Send Button, which
allows people to share articles and third-party websites with
groups of friends.
• May 2011- Facebook introduces a test program that gives
Facebook credits to users who watch certain ads from third-
party ad networks in games.
• May 2011- Facebook allows users and pages to tag pages in
photos.
• June 2011- Facebook introduces “Happening Now,” a prelude
to the Ticker, which is a module on the right-hand side of the
page that shows recent activity from friends.
Source

History of Facebook

Facebook Deals

History of Facebook

• July 2011- Facebook teams up with Skype to integrate video calling
into its chat product.
• August 2011- Facebook discontinues Deals service.
• September 2011- Facebook unveils Timeline, a new version of user
profiles that organizes stories in a timeline format.
• September 2011- Facebook announces open graph application
platform, which gives users a new way to connect to objects
beyond the “Like” button, including what they are
reading, watching, listening to, cooking and more.
Source

History of Facebook
• September 2011- Facebook redesigns
home page to include News Feed and
Ticker.
• September 2011- Facebook allows users
to subscribe to public updates of anyone
who allows subscribers.
• September 2011- Facebook introduces
Smart Lists to automatically group users’
friends by location, workplace and school.
• October 2011- Facebook ads a new public
metric to pages called “Talking About
This” to encourage engagement about
pages.
Source

History of Facebook
• October 2011- Facebook releases its official iPad app.
• November 2011- Facebook shows Sponsored Story ads in the
Ticker.
• December 2011- Facebook Timeline goes live, including on
mobile devices.
• December 2011- Facebook tests coupon post feature for
pages.
• December 2011- Facebook tests private messaging to page
owners.

Source

History of Facebook

The new Facebook
Timeline

Facebook Statistics
• The most
popular
Facebook
pages, as of
December
29, 2011

Source
http://www.socialbakers.com/facebook-pages/

Facebook Statistics
• The most
popular
Facebook
brand
pages, as of
December
29, 2011

Source
http://www.socialbakers.com/facebook-pages/brands/

Facebook Statistics
• The most
popular
Facebook
media
pages, as of
December
29, 2011

Source
http://www.socialbakers.com/facebook-pages/media/

Facebook Statistics
• The most
popular
Facebook
applications,
as of
December
29, 2011

Source
http://www.socialbakers.com/facebook-apps-and-developers/

Facebook Statistics
• The most
popular
Facebook
developers, a
s of
December
29, 2011

Source
http://www.socialbakers.com/facebook-apps-and-developers/

User Statistics
• Facebook has more than 800 million users.
• Facebook is the most visited web site in the world, with
more than 1 trillion pageviews per month.
• More than 50% of Facebook users log in every
day, spending an average of 7 hours and 46 minutes
per month on Facebook.
• The average Facebook user has 130 friends and likes 80
pages.
• Each week on Facebook, more than 3.5 billion pieces of
content are shared.
Source
As of January 3, 2012
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-Facebooks%20Impact%20on%20Retailers.pdf

User Statistics
• Two-thirds of Facebook users’ purchasing decisions are
influenced by Facebook.
• Facebook users install apps more than 20 million times a day.
• More than 350 million Facebook users access Facebook
through mobile devices.
• 56% of consumers say the are more likely to recommend a
brand after becoming a fan of the brand’s Facebook page
• 49% of people use Facebook when searching for restaurants.
• 63% of baby product consumers use Facebook to research a
brand or product
Source
http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-Facebooks%20Impact%20on%20Retailers.pdf
http://mashable.com/2011/12/18/social-consumers-infographic/

User Statistics
• 84.67% of people follow 2-10 brands on
Facebook. 53.47% of people follow 2-5 brands
on Facebook.
• 39.15% of people who follow a brand usually
recommend the brand to others, and 22.94%
of people always recommend the brand to
others.
• Business-to-customer Facebook results are
30% above average on Sunday’s.
Source
http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands/?view=socialstudies

User Statistics
• 77% of consumers interact with brands on Facebook
primarily through reading posts and updates from the
brands.
• 17% of consumers interact with brands by sharing
experiences and news stories with others about the brand.
• 13% of consumers post updates about brands they like.
• 56% of consumers are more likely to recommend a brand to
a friend after becoming a fan on Facebook.
• 58% of people who “Like” a brand are existing customers of
the brand.
• 57% of people “Like” a brand to receive discounts and
promotions from the brand.
Source

User Demographics
• 51.2% male, 48.8% female
• 9.5% between ages 13-17, 13.3% between ages 18-
20, 17% between ages 21-24, 12.5% between ages
25-29, 15.3% between ages 35-44, 10.7% between
ages 45-54, 6.5% between ages 55-63, 4.6% ages 64
and older
• There are more than 95 million Facebook users in the
United States.
Source
As of October 21, 2011
http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics
http://mashable.com/2011/10/21/facebook-infographic/
http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/

Best Practices: Getting Started
• Once you build your page, secure a
vanity url by having at least 25 people
“Like” your page
• Populate your brand’s photo section
with high-quality photos that
represent your brand well.
• Adjust your brand’s permission
settings to protect your brand from
spam by adjusting what is moderated
and posted on the page.
• Adjust page settings according to
current promotions. Keep profile
picture up-to-date, and direct non-
fans to a welcome tab that
encourages users to “Like” the page.

Best Practices: Building a Community
• Share content that is both valuable to users and engaging.
• Create an authentic, consistent brand voice that users may
trust as a knowledgeable and friendly source.
• Share content a variety of ways, including
text, links, photos, videos and polls.
• Encourage users to share your content by asking them to
“Like” posts or submit their own content.
• Engage with users who interact on your page, and use your
page as a form of customer support. Listen to
feedback, answer questions and share brand insights with
users.
• Entice your users to continually visit your page by utilizing
brand-specific applications, including
contests, sweepstakes, deals and promotions.

Best Practices: Building a Community
• Reward Facebook users who “Like” your page with
exclusive news and promotions.
• Encourage users to “Like” your brand’s page by enticing
them with an incentive, such as a coupon or entry into
a contest, for “Liking” your page.
• Constantly monitor page to create seamless
engagement.
• Use Facebook Insights to get to know audience, and
tailor voice and content to fit that audience.
• Integrate Facebook sharing into existing online outlets.

Best Practices: Welcome Tab
• Have Facebook users who don’t
yet “Like” your page land on a
welcome tab that gives an
introduction to your business and
entices users to “Like” your page.
– Welcome tabs “set the stage,”
orienting new visitors to your
business, explaining who you are
and what you do
– Welcome tabs explain the
benefit of liking your business
– Welcome tabs extend your
branding by reinforcing your
brand’s image, graphics and
personality
– Welcome tabs give your page an
active and professional look

Source
As of September 5, 2011
http://fbforbusinessmarketing.com/2011/09/05/facebook-welcome-tab-why/

Best Practices: Welcome Tab
• What to include
– Logo
– Reasons why people should “Like” the page, including access to special news and offers
– Pictures or videos representing the brand
• Applications to help create a welcome tab
– TabSite-http://www.facebook.com/TabSite?sk=app_181556125229269
– Pagemodo- http://www.pagemodo.com/
– Wildfire- http://iframes.wildfireapp.com/
– Tigerlily- http://www.tigerlilyapps.com/
– FanBuildr- http://www.facebook.com/fanbuildr
– Iwipa- http://www.facebook.com/iwipa
– Involver- http://www.involver.com/applications/
– TabPress- http://www.facebook.com/apps/application.php?id=176217385757369&ref=ts
– TabSite- https://www.tabsite.com/
– Static HTML- http://www.facebook.com/apps/application.php?id=190322544333196
– Lujure- https://lujure.com/
– FanPage Engine- http://fanpageengine.com/
– Welcome Tab for Facebook Pages by SocialAppsHQ- http://apps.facebook.com/welcometab/

Best Practices: Wall Posting
• Decide what your brand’s voice will be like—
serious, conversational, friendly and personable? To maintain
consistency throughout posts, keep the same voice in all posting.
• Abide by the Facebook Edgerank algorithm.
– The Edgerank algorithm is Affinity x Weight x Time Decay = EdgeRank
• The affinity score is based on a Facebook user’s interaction with another user
• Weight is assigned to each type of content. It is believed the greatest weight
goes to polls, then videos, then photos, then links, then status updates.
• Time decay means older updates will rank lower than newer updates.
– Use Edgerank Checker to determine optimum posting days and times-
http://www.edgerankchecker.com/. Facebook engagement has three
peaks: early morning (7 a.m. EST), after work (5 p.m. EST) and late at
night (11 p.m. EST). Thursday and Friday have 18% more engagement
than other days of the week.
Source
As of August 30, 2011
http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-Facebook-s-Quality-Score-for-Wall-Posts
http://techcrunch.com/2010/04/22/facebook-edgerank/
http://mashable.com/2011/04/06/facebook-engagement-data/

• To increase your EdgeRank score, vary posts by using a variety of
questions, photos, videos, links and status updates.
• Keep posts short. Posts with 80 characters or less garner 27% more
engagement than posts with more than 80 characters.
• Post the full url when linking to stories. Posts with a full-length url
have three times more engagement than shortened urls.
• Use content that generates engagement by encouraging Facebook
users to answer questions or “Like” status updates.
• If your Wall post mentions another Facebook user or page, tag
them by adding an “@” sign before typing in the name. This will
cause your update to show up on that user or page’s Wall, as
well, and will expose your message to more Facebook users.

Source
http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-Facebook-s-Quality-Score-for-Wall-Posts
http://techcrunch.com/2010/04/22/facebook-edgerank/
http://mashable.com/2011/04/06/facebook-engagement-data/

• When Facebook users post on your Wall, interact with
them by “Liking” their comments and responding to their
posts. Show your fans you’re listening to them and value
what they’re saying.
• Don’t delete negative Wall posts users make. Instead, offer
up a solution to the problem to maintain a good customer
relationship and show other users their feedback is
welcomed.
• Facebook allows users to geo-target posts by
location, including country, state and city, and by language.
If your page is posting something specific to one area or
language, customize your post by targeting to that specific
audience.
Source
http://mashable.com/2011/08/29/facebook-marketing-restaurants/

Best Practices: Profile Photo
• To optimize your Facebook profile picture, create
one that is 200 x 600 px. The maximum file size is
4MB.
• To optimize your Facebook profile picture
thumbnail, make sure it’s 175 x 175 px within the
main profile picture.
• The most looked-at, for the longest period of
time, profile picture features scantily-clad
women.
• Generally, profile pictures with faces in them are
looked at the most.
• Make sure your brand is easily recognizable in
your profile picture by featuring your brand’s logo
and any special promotion your brand is running.
Source
http://www.facebook.com/note.php?note_id=401579870775
http://mashable.com/2011/12/14/eyetracking-facebook-brand-pages/?WT.mc_id=obinsite

Best Practices: Settings and Permissions
• Posting preferences: Check “Always comment and post on
your page as your page”—this ensures your page does the
interacting with fans, not you as an individual user.
• Notifications: Check “Send notifications by e-mail”—you’ll
be able to see who is posting what on your page, which
allows for more seamless and constant interaction.
• To only show your page’s posts by default, click “Only Posts
by Page” on Wall Tab Shows. Otherwise, all posts will be
seen by everyone, and this feature controls for spam or
inappropriate posts.
• Add terms to block in the moderation blocklist, including
profanity.

Best Practices: Basic Information
• Make sure basic information is presented in a
complementary voice to Wall Posts.
• Make sure basic information is error-free, with
no spelling, grammar, punctuation or factual
errors.
• Use the basic information section as your
opportunity to sell your brand to Facebook
users. Include the most pertinent information
for your brand.

Best Practices: Interacting with Other Pages

• By using Facebook as your brand’s page, you’re
able to comment on other brand pages as that
brand. Interact with other brands by commenting
as a brand and acting social on Facebook.
• Your page is allowed to “Like” other pages, and
up to five pages your brand “Likes” are displayed
on the left hand side of the page at a time. Your
page may specify which of those pages are
featured, so consider making them sister brands
or other brands your page supports.

Best Practices: Insights
• Facebook Insights provides Facebook Platform developers and
Facebook Page owners with metrics around their content.
– The top portion of Insights shows the number of posts your page
published in the past month, how many people create a story about
your page in the past month and the weekly total reach in the past
month and the number of unique people in the past month who have
seen any content associated with your page.

Best Practices: Insights
– The bottom portion of Insights shows each individual post, how
many people it reached, how many people it engaged, how
many people talked about it and the virality of the story.

Best Practices: Events
• After inputting your event’s information, add a captivating picture
to the event to make it more appealing.
• After creating the event, an administrator of the Facebook page
may invite his or her personal contacts to the event by clicking the
“Who’s Invited” tab. Only invite people who might be interested in
the event to reduce spam.
• Once the event is created, write on the event Wall to keep people
interested in the event and create engagement before the event.
Share real-time updates of the event planning process to create
excitement and buzz about the event.
• Encourage sponsor participation by recognizing and tagging
sponsors in Facebook posts so they may also share the event with
their own followers.

Source
As of September 12, 2011
http://mashable.com/2011/09/12/facebook-event-planning/

Best Practices: Campaigns
• To create engagement beyond basic Wall
posting, create campaigns centered around your
brand that incentivize your fans to “Like” and
interact with your page
• Social good campaigns are ways to both increase
the number of fans your page has, as well as
contribute to the community.
• Campaigns that include voting ensure return
rates, and a competitive social atmosphere brings
more users and clicks.

Best Practices: Campaigns
• Applications to help create campaigns
– Woobox- http://woobox.com/
• Offers Static HTML, Coupons, Sweepstakes, Polls, Group
Deals and Rewards applications
– Offerpop- http://offerpop.com/
• Offers Tug of War, Referral, Photo Contest, Fan Faves, Sign
Up, Exclusive, Quiz, Fundraise, Video Contest, Deals and
Look Book applications
– Wildfire- http://www.wildfireapp.com/
• Offers Contest, Coupons, Trivia &
Quizzes, Sweepstakes, Group Deals and Pick a Favorite
applications

Best Practices: Facebook Ads

• To create a Facebook ad, go to
http://www.facebook.com/ads. Click on “Create an Ad.”
• Choose your Destination for the brand page you want the
ad to benefit.

• Choose from either a Sponsored Stories ad or Facebook Ads.
– A Sponsored Stories ad features a story about the viewer’s friends or a
story about your Facebook page posts, which gives users a personal
connection to the ad displayed.
– The Facebook Ads promote a Facebook Page, Event, App or other
destination on Facebook. Messages are customizable, and these ads
also include personal connections by displaying relevant actions from
the viewer’s friends based on the page.
• Choose an eye-catching photo to display on the ad if you’re using
Facebook Ads. The photo should have an aspect ratio of 4:3, and
uploads must be less than 5 megabytes.
• Choose who you want to target your ad towards. Pick the
country, and choose specific states, cities or zip codes.
• Targeting also includes age, sex, relationship status, education and
work.

• When targeting by Interest, choose whether to target by Precise
Interests or Broad Category Targeting.
– Precise Interest targeting causes ads to go to people who have shared
those terms in their Facebook profiles.
– Broad Category Targeting uses broad categories that are featured in
people’s profiles.
• To reach people who aren’t already a fan of your Facebook
page, target accordingly. You may also target users who are already
connected or not connected to certain pages, events or apps.
• Determine your ad’s daily or lifetime budget.
• Determine whether to pay for impressions (how many times your
ad is seen) or by clicks (people clicking on the link within your ad.)

Case Studies: Cable ONE Joiner Campaign

• On November 8, 2011, Cable
ONE’s Facebook page launched
a social good joiner campaign
in honor of Veterans Day
• Three times a day, Cable ONE
posted a story of a veteran
related to the company—either
a Cable ONE employee or
someone related to a Cable
ONE employee
• For every new “Like” the page
received during the
campaign, Cable ONE donated
$1 to the National Military
Family Association, with a goal
of raising $2,000 with 2,000
new “Like’s”


• To aid with promotion of the
campaign, Cable ONE purchased $700
worth of Facebook ads during the
campaign. The ads targeted those in
areas Cable ONE served, who were not
already connected with the Cable ONE
page.
• Cable ONE also redesigned its Facebook
profile picture to reflect the campaign

• During the campaign, which lasted
until November 16, 2011, the Cable
ONE Facebook page nearly doubled its
fan base, adding 1,870 new “Like’s” in
only 9 days—a 3,496% increase from
the previous week
• During the campaign, the Cable ONE
Facebook page had 122,641 post
views, a 330% increase from the
previous week, and 2,186 post
feedback, a 1,582% increase from the
previous week
• Because of the amazing feedback from
the campaign and engagement within
the community, Cable ONE donated
the full original $2,000 goal, with a
$2,000 match from its parent
company, resulting in a donation of
$4,000 for the National Military Family
Association


• Key Insights
– Because the Facebook community is a social one, its
members tend to embrace doing social good in the
community. Brands who can afford donations in the
community may use social good campaigns as a way
to positive affect the community.
– Joiner campaigns are inexpensive ways to organically
attract new Facebook fans. The only costs associated
with this campaign were the donation itself and the
Facebook ads.
– In order to optimize your reach and new fan
attainments, target Facebook ads to Facebook users
not already connected with your page.


• Key Insights
– To add more awareness about your campaign, change
your Facebook profile picture to an image that
promotes the campaign.
– When doing a social good campaign, genuineness is
key. Making posts personally tied to people within the
company or fans of your page will make Facebook
users more invested in the campaign and more likely
to share it with Facebook friends.
– To make your social good campaign the most effective
it can be, utilize real photos or videos in posts.

Case Studies: Budweiser’s Bud United Show Your True Colors

• In 2010, in honor of the World
Cup, Budweiser launched a Facebook
campaign designed to “help Budweiser
drinkers around the world get closer to
the game”. Budweiser created a new
Facebook page, Bud United, specifically
for this campaign.
• The “Paint Your Face” application allowed
Facebook users to choose colors based on
the World Cup team they supported and
then have their profile picture image
covered in those colors.
• The campaign also featured fans from
each of the 32 countries playing living in a
reality TV-style house in South
Africa, where they’d report back from to
their country.

Source
http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf


• The campaign was launched
globally and was created for
multiple regions.
• During the first days of the
World Cup, 6 people per
minute “Liked” the page, and
2.7 million people virtually
painted their faces.
• By the end of the
campaign, more than
900,000 people clicked to
“Like” the Bud United page.
Source


• In addition to print and TV ads
in many markets, Budweiser
also purchased both Premium
Page Ads to appear on the
Facebook homepage and
Marketplace Ads to appear on
users’ profile pages.
• The Facebook ads targeted
Facebook users who weren’t
already fans of the Budweiser
Facebook page and who had
listed “sports” and “beer” as
interests in their profile.

Source


• Key Insights
– By creating a unique and fun application, Budweiser was
able to keep its current fan base engaged with something
new.
– Budweiser, the official beer of the World Cup, chose a
strong partner to extend its reach throughout the social
sphere. People who already were connected to the World
Cup but not to Budweiser were able to make a new
connection to the beer brand.
– The campaign had strong virality by creating a visual
representation of participation in the campaign through
the unique “face paint” colors displayed on users’
Facebook profiles. In this sense, the campaign was self-
spreading.
Source


• Key Insights
– By creating multiple aspects to the
campaign, including the fans reporting back from
South Africa, Facebook users were enticed to stay up-
to-date with the campaign and keep checking back in.
– The fan reporting added a personalized aspect to the
campaign and made Budweiser fans who couldn’t
travel to South Africa for the World Cup still feel
connected to the World Cup and Budweiser’s
involvement with it.
Source

Case Studies: Coca-Cola
• Coca-Cola is currently the third most popular
brand page on Facebook, after Facebook and
YouTube.
• Users who click on Coca-Cola’s Facebook page
land on Coca-Cola’s Facebook Home tab. Users
who don’t already “Like” the page are
prompted to “Like” the page within the graphic.
• The Home tab includes a charity initiative; links
to Coca-Cola’s Twitter, YouTube and Flickr
accounts; Facebook fan-generated photos of
Coca-Cola; a video about the Coca-Cola
Facebook page creators; and links to website
components, including recycling information, a
product list and an “Ask Coca-Cola” section.

• Coca-Cola’s Facebook
Page contains a House
Rules section, which
explains the correct
protocol for posting on
the Coca-Cola
Facebook page and
explains what kinds of
materials may be
monitored or removed.

• Coca-Cola allows their
Facebook fans to upload
photos containing the
Coca-Cola product and
tag Coca-Cola in the
photos.
• Fans with especially
creative photos are
featured in the Home
tab, in the “Fan
Highlights” section.
• Other photos on the page
come from Coca-Cola-
sponsored events.

• Coca-Cola’s Videos section of
its Facebook page is filled with
diverse offerings, ranging from
commercials, to campaigns for
its World Wildlife Fund
partnership, to live events
featuring the Coca-Cola brand.
• The Facebook page features
hundreds of Coca-Cola videos.
• Videos are not labeled with
titles or tags, so users must
click on each video to see what
it’s about.

• Coca-Cola let two of its
biggest fans create its
Facebook page. The duo
now star in a variety of
videos housed on the
page, and their story
gets its own tab on the
page.

• The Coca-Cola Facebook page has
links to several other campaigns
featured in its left-hand
rail, including a donation center for
the World Wildlife Fund, videos
from the brand’s Where Will
Happiness Strike Next? Project and
an application that allows you to
give a virtual Coke to a Facebook
friend.

• Key Insights
– Coca-Cola’s Home tab has all the pertinent information a typical Facebook
user/social media lover could want.
– By positioning Coca-Cola’s social good campaign, a polar bear refuge
initiative, at the top of the Home Tab, Coca-Cola shows its Facebook fans
charity work and wildlife are important to the brand.
– If your Facebook fan cares about your Facebook page and visits often, it’s
likely that fan will also be interested in your brand’s other social media
outlets, such as Twitter, YouTube and Flickr. Putting those links on your
Facebook landing page helps all your outlets grow.
– The Home tab includes fan-generated content, showing Coca-Cola values
its fans’ creativity and passion about its brand. It also entices fans to
submit their own content for consideration for placement on the
Facebook page.
– Coca-Cola may be the most well-known brand in the world, but it let two
regular fans create its highly visible Facebook page. Once again, this shows
Coca-Cola’s investment in its fans and loyalty to its customers.

• Key Insights
– Coca-Cola also features all its important website links. While
the Facebook page does serve to drive traffic back to the
website, Coca-Cola’s Facebook page also ensures all important
information about its brand gets to customers who might not
visit the official website.
– Adding a House Rules section to your brand’s Facebook page
ensures Facebook users foster a welcoming and positive social
environment for other users and also protects the brand from
customers who may be angry about removal of their posts from
your Facebook page.
– Creating Facebook applications to feature your brand’s
campaigns makes Facebook fans spend more time on your
Facebook page as well as learn more about activities your brand
is participating in.

Case Studies: M&M’s Pretzel
• In spring 2010, in honor of its new
M&M’s Pretzel product, Mars
Chocolate North America launched its
biggest new product launch in a
decade.
• In April 2010, a month before the
official launch of M&M’s Pretzel, Mars
developed a Facebook application
called the M&M’s Pretzel Vending
machine. This application enabled
40,000 of the brand’s Facebook fans to
sign up to receive a free sample of the
product, provided on a first-come-first-
served basis.
• After fans signed up for the
sample, they were able to invite two of
their friends to also sign up for the
Source
sample.
http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf

• Besides the free sample
given out through
Facebook, Mars launched
an additional campaign
that featured American Idol
finalists singing inside a
giant M&M’s during a live
webcast.
• The campaigns were also
supported by M&M’s-
themed videos.
Source

• Through Facebook, M&M’s distributed
120,000 samples within 48 hours.
• During the campaign, the number of people
connected to the M&M’s U.S.A. Facebook
page increased to 9%.
• After the campaign ended, chatter about
M&M’s Pretzel continued on the M&M’s
U.S.A. page.
Source

• Key Insights
– Social sharing works. By allowing participants to invite
their friends to also get a free sample, Mars created
an effective campaign based on organic sharing, with
people who genuinely enjoyed the product to spread
the word and act as digital marketers themselves.
– Freebies make Facebook users happy. Free goods
given out as rewards for your Facebook fans makes
them more loyal to your brand, both as consumers
and in the social sphere. It’s also beneficial to reward
Facebook fans because that shows them your brand
values them and wants to give them an incentive to
follow you on Facebook.
Source

• Key Insights
– Launching multiple campaigns tied to one product
makes Facebook fans return to your page to check in
on what’s new.
– Partnering with another well-known brand, such as
American Idol in this campaign, can give your
Facebook campaign an extra push and alert a new
audience to your product.
– Giving your product a personality, such as the talking
M&M’s Pretzel, gives your campaign a unique voice
that might make Facebook users more personally
invested in the campaign.
Source

Case Studies: 1-800-Flowers.com Valentine’s Day
• For Valentine’s Day 2011, 1-800-Flowers.com launched a Facebook Ads campaign
with a Facebook Credits promotion to drive Valentine’s Day flower sales
• Besides the paid campaigns, 1-800-Flowers.com integrated its products into
Facebook, allowing Facebook fans to vote on their favorite arrangements. The
application also displayed Facebook friends’ birthdays and offered gift suggestions
for each friend with an upcoming birthday.

Source
http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf


• One Facebook Ad campaign run by 1-
800-Flowers.com offered Facebook
fans 50 Facebook Credits (for Facebook
games) as well as a 15 percent off code
for Facebook fans.
• Another Facebook Ad campaign run by
1-800-Flowers.com showed Facebook
users friends who had interacted with
the 1-800-Flowers.com Facebook page.
• Another form of a Sponsored Stories ad
by the page displayed Wall Posts by the
1-800-Flowers.com Facebook page.

Source


• 1-800-Flowers.com received 4,000 transactions
through the Facebook Credits promotion.
• The Valentine’s Day campaigns increased
engagement with posts to its Wall by 250
percent.
• The number of people who logged on to the 1-
800-Flowers.com site using their Facebook
credentials increased by 400 percent.

Source


• Key Insights
– Make your products social by using Facebook. Add
Facebook “Like” buttons to products to allow your
customers to give you direct feedback, while also
sharing their opinion with their networks of friends.
– Allow customers opportunities to purchase your
products through your Facebook page.
– Facebook Ad Sponsored Stories, according to 1-800-
Flowers.com, offer a more personalized way of
marketing because Facebook users are taking their
own Facebook friends advice on purchase decisions.
Source


• Key Insights
– Integrating a Facebook Ad campaign into an existing
Facebook product, such as a game, shows off your
product to a whole new audience and keeps Facebook
fans engaged with your product.
– Using Facebook fans’ input as a way to determine
marketing initiatives makes those campaigns more
effective.

Source

Case Studies: Old Spice
• Old Spice currently has
nearly 2 million Facebook
fans
• Users who click on the Old
Spice Facebook page are
directed to whatever current
promotion the brand is
running. Currently, users are
directed to a video for Old
Spice’s new Bear Deodorant
Protector, which also
includes a “Buy It” link that
directs fans to Old Spice’s
official website.

• Old Spice allows fans to tag
the brand in their photos and
videos, which then are
displayed on the Old Spice
Facebook fan page.
• The Videos section on the
Facebook page contains
commercials, fan-made
videos and marketing videos.
For all official Old Spice
commercials, a link to the
brand’s YouTube page is
listed below in the caption
section.

• The Facebook Fan Page also
links to the Old Spice
store, with links to the Old
Spice website; a link to
download Old Spice-themed
wallpapers; a link to nearly
100 short viral videos Old
Spice has created for its
marketing efforts; Old Spice-
themed polls; and a
customized wake-up call for
women with a certain name.

• Key Insights
– To get people excited about your current
campaign, feature that as a tab Facebook users land
on when they log on to your page.
– If your brand sells products, enable Facebook fans to
click over to your website to purchase them.
– Feature fan-made content on your Facebook page to
encourage fans to interact with your page and aid in
viral marketing efforts.

• Key Insights
– Add fun custom applications to your page to keep
existing customers interested in your brand.
– Display all your brand’s videos on your Facebook
page, and link to the original site the videos came
from to encourage Facebook fans to interact with
your other social media sites.
– Create an engaging brand personality, such as the
Old Spice men, to act as infectious brand
ambassadors that Facebook fans like and talk about.
– Show your Facebook fans you value their opinions by
creating Polls based on your products.

Facebook Videos
• Facebook Timeline-
http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=channel_video_title
(September 22, 2011)
• Facebook Composer- http://www.youtube.com/watch?v=dES9_n7ou8w (August
22, 2011)
• Facebook Profile- http://www.youtube.com/watch?v=a6Ca9V56BY0 (August 23, 2011)
• Facebook Location- http://www.youtube.com/watch?v=CAEFhu1eZSA (August
22, 2011)
• Facebook Home Page Tour- http://www.youtube.com/watch?v=kiqjLN9zL0g (February
10, 2010)
• How Facebook Social Plugins Work-
http://www.youtube.com/watch?v=qOseOMIHGpA&feature=relmfu (June 7, 2010)
• How Advertising Works on Facebook-
http://www.youtube.com/watch?v=4A227Cr_Iwc&feature=relmfu (July 14, 2010)
• New Facebook Groups-
http://www.youtube.com/watch?v=I6ud_SZARCs&feature=relmfu (October 6, 2010)

Citations
• http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-
twitter/227569/
• http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf
• http://ads.ak.facebook.com/ads/FacebookAds/Budweiser_CaseStudy.pdf
• http://ads.ak.facebook.com/ads/FacebookAds/M&M'S_CaseStudy.pdf
• http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-
brands/?view=socialstudies
• http://www.businessweek.com/technology/content/jan2011/tc2011016_998330.
htm
• http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/
• http://www.facebook.com/note.php?note_id=401579870775
• http://www.facebook.com/press/info.php?factsheet
• http://www.facebook.com/press/info.php?timeline
• http://fbforbusinessmarketing.com/2011/09/05/facebook-welcome-tab-why/
• http://www.insidefacebook.com/2011/12/27/facebook-a-year-in-review/
• http://mashable.com/2011/12/14/eyetracking-facebook-brand-
pages/?WT.mc_id=obinsite

Citations
• http://mashable.com/2011/06/28/facebook-advertising-infographic/
• http://mashable.com/2011/04/06/facebook-engagement-data/
• http://mashable.com/2011/09/12/facebook-event-planning/
• http://mashable.com/2011/10/21/facebook-infographic/
• http://mashable.com/2011/08/29/facebook-marketing-restaurants/
• http://mashable.com/2011/12/18/social-consumers-infographic/
• http://www.morpace.com/Omnibus-Reports/Omnibus%20Report-
Facebooks%20Impact%20on%20Retailers.pdf
• http://www.practicalecommerce.com/articles/3009-Understanding-EdgeRank-
Facebook-s-Quality-Score-for-Wall-Posts
• http://www.socialbakers.com/facebook-apps-and-developers/
• http://www.socialbakers.com/facebook-pages/
• http://www.socialbakers.com/facebook-pages/brands/
• http://www.socialbakers.com/facebook-pages/media/
• http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-
2011-statistics
• http://techcrunch.com/2010/04/22/facebook-edgerank/

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