The document discusses the impact of Facebook on B2B professionals, highlighting its vast user base of 500 million active users, mainly outside the USA, and the opportunities it presents for marketing and engagement. It addresses challenges such as privacy issues and the blurring lines between personal and professional usage, while emphasizing the importance of promotional tools like advertising and groups. Additionally, it notes trends in B2B usage and professional networking through Facebook's features and integrations.

1. Facebook for the B2B Professional
A Frank Discussion
Unsummit | 18 June 2011

4. #b2bfb
#unsummit
@curtprins

6. Me.

7. You.

8. Why?

9. Humbling Stats:
1) Facebook has 500M active users
• 3rd Largest Country in the World
• 70% are outside the USA
• 70 Languages are available
• USA users ditching it, especially teens
2) Average user has 130 “friends”
3) Heavy average usage
• 50% are on Facebook daily
• Connected to 80 pages, groups & events
• Create 90 pieces content/month
• 700B minutes a month
4) 50% Access it via mobile & 2x as active
5) Install 20M apps/day
Source: http://on.fb.me/kkZdy4

10. Opportunities:
1) 500M Active Users
• International reach
• Limited marketing noise
• eCommerce infant stage
2) These users have…
• Careers
• Capital
• Children
3) Susceptibility
• On it during leisure time (and at work)
• Best ad targeting ever
4) Others?

11. Problems:
1) Personal/Professional lines blurring
• Intergenerational trends
• 18-hour work day
• Multiple user accounts
• Limiting self expression
2) Integrations with Twitter & other SM
• Less of a closed system
• Dawn of security breaches
3) Privacy issues
• Moving target with Facebook updates
• User agreement & policies largely unread
4) Others?

12. Business Usage:
1) Facebook promotional tools
• Advertising
• Sponsored Stories
2) Groups & Pages
• New channel of communications
• Lead generation & nurturing
• Customer/User engagement
• Crisis communications
3) External Integrations
• “Like” Buttons
• Blog/Twitter uploads
4) Apps
5) Others?

13. Promotional Tools:
1) Advertising
• Geo-targeting
• Keyword driven
• Rich Demographics
• Your experience?
2) Sponsored Stories
• Leverage “friends” actions into promotions
• Appears in news feeds & right column
• Reeks of Promoted Tweets
• 46% higher CTR: http://bit.ly/kgSawL
• Your experience?

14. Groups & Pages:
1) Groups
• Largely passe – migration to Pages
• Your experience?
2) Pages
• Still heavily B2C focused
• B2B usage growing – both F500 & SMB
• Updates appear in “friends” news feeds
• Many use it as another megaphone
• Best use it to create & nurture conversation
• More casual; more human feel
• Is FBML dead?
• Great B2B from Hubspot: http://bit.ly/leun3l
• Your experience?

15. Apps:
1) B2C
• Largely games or game related
• Heavier women usage
• Don’t send me a @#$&! Farmville invite
2) B2B
• Consider Android or iOS mobile app instead

16. Professional Usage:
1) Job Prospecting?
• Recruiters constantly posting opts
• Anyone snag a gig?
2) External Integrations
• “Like” Buttons
• Individual professional blog posts/Tweets
3) Networking
• Tabs on colleagues & friends
• Prove your human – Nancy Lyon
• Watch content
• Your experience?
4) Other ideas?

17. Questions?

18. Thank You!
Curt Prins
email@curprins.com | +1 612-326-4049
http://curtprins.com
http://bit.ly/iYv1aI