The document discusses marketing strategies on Facebook. It outlines various advertising and marketing platforms on Facebook like banner ads, targeted ads, Facebook pages, applications, and groups. It emphasizes that Facebook marketing is about communicating rather than direct advertising. The document also provides tips for identifying opportunities on Facebook like leveraging insights data, creating engaging applications and groups, and carefully targeting the right demographics. It stresses the importance of listening to users and being ready to adapt strategies over time as Facebook constantly changes.

1. Marketing on facebook
Varun Papneja
-Brand Development Team
Monday, June 20, 2011 1

2. Agenda
• Prelude
• Why Facebook
• Advertising /Marketing Platforms on Facebook
• Identifying the Opportunities
• Discussion
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3. Prelude
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4. • Initially built for college and university students in 2004.
• 66 Million Users.
• 16,000+ Apps on platform.
• Time on site: Ave = ~ 20 minutes
• Facebook now has more than 42 million active users (double the number one year
ago when it opened up registration and growing at more than 200,000 per day since
January)
Launch: Harvard/College Only
Open to Public Pages and Social Ads
2004 2005 2006 2007 2008
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Application Platform

5. Why facebook?
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6. • Facebook = 40-50 million | 200% Growth
• MySpace = 120 million | 72% Growth
• Facebook would eclipse MySpace in 09’
• It’s the best platform to advertise with detailed demographics.
200
Million
My Space
Facebook
Q4
2002 2003 2004 2008?
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7. • Facilitates Customer Acquisition Quickly
• Low Cost of Client Acquisition
• Allows Demographic Targeted Marketing
• Major users constitute of 18-38 age group, this makes it an active, vibrant medium
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8. Members use Social Networks for Communication
• Opinions of friends, peers or acquaintance is the key to sell and it spreads
through updates and viral marketing.
See what my friends are up to: 86%
Sent a message to someone: 79%
Posted/updated my profile: 70%
Looked at profiles of people I didn’t know: 65%
Searched for someone that I used to know: 59%
Send a friend/connection request: 53%
Listened to music: 47%
Read a blog or journal: 51%
Wrote on someone’s profile page (e.g. wrote on a 55%
wall, posted a testimonial):
Watched a video: 40%
Base: US online adult social networking site users, Source: North American Technographics Media And Marketing Online
Survey, Q3 2007

9. News Feed encourages spread of ideas
Trend Watch:
News Feed
Optimization (NFO)
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10. Groups and Communities
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11. Inbox: A “new” email
Trend Watch:
Email is for “old”
people
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12. 8 FB Marketing Options
Applications
Groups
Paid Groups
Targeted Ads
News Feed Ad Buys
Pages
Beacon
Guerilla
Execute with a Cohesive Strategy

13. Advertising /Marketing Platforms on Facebook

14. Opportunities for Marketers
• Advertising
– Banner Ads
– Contextual//NewsFeed/Flyer Ads
– Social Ads
• Marketing
– Facebook Pages and Sponsored Groups
– Beacon
• Word of Mouth/Interaction
– Applications
• Intelligence
– Profiles and Network information
– Public Groups
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15. Banner Ads
Recently, Microsoft invested
in Facebook, broadening it’s
Advertising opportunities

16. Facebook Flyers give self-service control
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17. Targeted Advertising/FB Social Ads
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18. Social Ad
1. Users can “poke” each other with branded viral messages --
combine social actions such as a purchase of a product or review of a
restaurant – with an advertiser’s message.
2. Brands can buy paid ads. (Frequency capped – users will see no
more than two per day). Users ‘dial’ the frequency of the ads.

19. Facebook Pages-allow brands to gravitate
fans …

20. Sponsored Groups
• Group page with customized
navigation, look & feel
• Usually includes a significant
media buy to drive traffic to the
sponsored group page
– Display ads and flyers
– Newsfeed targeting
• Costs usually in the six figures
for a three month engagement
• Note that any company can set
up a group for free
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21. Beacon
Simply determine which user actions you would like publish to Facebook and add a
few lines of code to your web page. Facebook Beacon actions include purchasing a
product, signing up for a service, adding an item to a wish list, and more. When a user
performs the action, they will be alerted that your website is sending a story to their
profile and have a chance to opt out
Facebook Beacon enables your brand or business to gain access to viral distribution
within Facebook. Stories of a user's engagement with your site may be displayed in his or
her profile and in News Feed. These stories will act as a word-of-mouth promotion for
your business and may be seen by friends who are also likely to be interested in your
product.
• Opportunities
– Greater Trust (if done correctly)
• Challenges
– Not Opt-In
– Many Privacy concerns
– Resistance to peer based recommendations
– Brands need to ‘converse’ to get fans
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22. Companies using Beacon
Blockbuster Overstock.com
Chase (RED) joinred.com
The Coca-Cola Company Redlight (stay away from adult sites any one of
Verizon them can be this redlight company and be telling
Epicurious.com your friends about your sex fetishes. Yuck!)
Flip.com SeamlessWeb
Crest Whitestrips (whitestrips.com) Owned by Proctor Sony Online Entertainment LLC (station.com)
and Gamble Sony Pictures
Dove Cream Oils (Dove.com) Unilever Company STA Travel (statravel.com)
Herbal Essences (herbalessences.com) Clairol Division The Knot
owed by Proctor and Gamble TripAdvisor
NYTIMES.COM Travel Ticker
Saturn TypePad
AllPosters.com viagogo
Bluefly.com Vox
CBSSports.com Yelp
Dotspotter WeddingChannel.com
ExpoTV Zappos.com
Gamefly ebay
Hotwire bluefly.com
Joost Travelocity
Kiva echomusic
Kongregate pronto.com
LiveJournal citysearch
Live Nation Iwon
Mercantila Busted Tees
National Basketball Association College Humor (same company as busted tees)
Fandango
Red indicates hesitation after BeaconGate
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23. Applications
• Create useful apps that model what friends do naturally – share
info, experiences, and laughs.
• Plan out how to make your app viral.
• Get feedback from users once you launch.
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24. Profile /Public Groups
• The profile must be rich and
it must have right combination
of applications.
• It must be informative,
speaking about the product, its
features and updates.
• Groups are created easily
and they are for free, It can
create nice viral marketing for a
product /service.
• The main framework that a
group thrives on is
communication among members
and getting more members
regularly.
• Intrigue the members and it
will surely swell the group with
more members.
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25. Identifying The Opportunities…
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26. Social Ads
• The ads can also be shown to users whose friends have recently engaged
with your Facebook Page or engaged with your website through Facebook
Beacon. Social Ads are more likely to influence users when they appear
next to a story about a friend's interaction with your business.
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27. Pricing Clicks/Views
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28. Facebook Page - Think of it as word-of-mouth marketing, only
completely free and happening online.
• Every Facebook Page is a unique experience where users can become
more deeply connected with your business or brand. Users can express
their support by adding themselves as a fan, writing on your Wall,
uploading photos, and joining other fans in discussion group
• When your fans interact with your Facebook Page, the
actions they take are automatically generated into social
stories. These stories are published to News Feed, which
friends may see the next time they log into Facebook
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29. Pricing Clicks/Views
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30. Facebook Insight- Facebook Insights is a free service for all
Facebook Pages and Social Ads.
Get valuable metrics about your presence and promotion on Facebook.
With Facebook Insights, you have access to data on activity, fan
demographics, ad performance, and trends. With this information, you
are better equipped to improve your custom content on Facebook and
adjust your ad targeting
• Facebook's robust database of authentic demographic information provides you
with a deep understanding of exactly who is engaging with your business and how.
From the performance of your social ads to the viral distribution rate of stories
about your business, Facebook Insights helps you learn more about your target
audience.
•Facebook Insights provides the necessary information to improve the
content of your Facebook Pages and the performance of your Social Ads.
Refine your Social Ad target demographics, budgets and creatives based
on Insights data to increase traffic to your Facebook Page or website
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31. Facebook Poll
We will charge your credit card a $1 insertion fee once you click the "Place Order"
button. Your Poll will go live immediately. Upon completion of your Poll, we will charge
your credit card for the responses you receive (up to an additional $25). Because we
charge your credit card at the conclusion of the Poll, we will store your credit card
information with your Facebook account once you place your order, and you will not be
able to remove it until your order is finished.
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32. Facebook Poll (sample)
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33. Facebook platforms- helps create applications…
This quiz
application was
created by
times new York
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34. Useful Tips
• Facebook marketing is about communicating, not advertising – so act appropriately
• Be a part of the Facebook experience
– More like content than advertising
• Tap into the reasons why friends share
• Listen, learn, and be ready to make mistakes
• Carefully segment the market for your product, target the right demographics.
• Keep updating the channels of marketing every 6-monthly,since social networking
undergoes many radical changes and frequent updates.
• Facebook is all about communication, groups, communities, pages, application.
Leverage most out of them.
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35. DISCUSSION…
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