The document provides guidance on how to successfully market on Facebook. It discusses building a Facebook page to establish a brand identity, engaging with fans by regularly posting content and creating shareable social experiences, and amplifying reach through Facebook ads targeting friends of fans. The key recommendations are to build a fan base using Like ads, engage those fans with a publishing calendar and easy-to-share content, and leverage the network to communicate beyond the fan base using sponsored stories and ads targeting friends of fans.

1. How to Market Successfully
on Facebook
Adam Gerston | Partner Manager | Marketing APIs

2. Agenda
1. Why Social?
2. It’s Complicated… or is it?
3. From Brand Voice to Word
of Mouth

3. Why Social?

4. The web is being rebuilt
around people
Browse Search Discover
90’s 00’s 10’s

5. The transition is happening rapidly
+ 52%
Portals 1
+ %
-21% Search Social
Source: ComScore Global Y/Y change Jan 2010 - Jan 2011

6. Traditional advertising vs. Social advertising

7. I liked it. Hmm.

8. Timeline: Leveraging authentic identities

9. Word of mouth at scale
Facebook population
Their friends
People

10. It’s Complicated…
…Or Is it?

11. Build, Engage, Amplify
Your
Page A fan base
with Like ads
Sponsored
Stories
Publish
to fans
Ads with
Friends

12. Step 1: Build a page
▪ Create an identity
for your brand 1
▪ Express your brand
through publishing,
photos and
conversations
▪ Use Like ads to build
your fan base

13. Step 2: Engage your fans
▪ Publish to your fans
▪ Set up a regular and
frequent publishing
calendar 2
▪ Create social
experiences that are
easy to share

14. Step 3: Amplify
▪ Leverage your network
▪ Facebook Ads lets you
communicate beyond
your fan base
3
▪ For every 500K fans,
you have access to
~60M Friends of Fans

15. Facebook Page Insights

16. 50,000
coupons
distributed

17. 10x fans
Increased
engagement and
donations raised
through social
concert experience

18. From Brand Voice to
Word of Mouth

22. Word of Mouth:
“Stories”
Not
Word of
Mouth
Word of
Mouth
(“Story”)

23. This is word of mouth at scale
Facebook population
Friends of fans
527M friends
Starbucks
Fan base
19M fans
Global data

24. Sponsored Stories & Page Posts:
A new way to scale word of mouth

25. How Sponsored Stories work
Sponsored Stories
David likes this brand
Your
Brand
David likes this brand Like
STEP 1: STEP 2: STEP 3:
David likes a brand, A story is generated on If this brand included
uses an application, David’s friends’ News Feeds, Sponsored Stories in their
or checks in to a which they may or may not Facebook Ads campaign,
location see David’s friends see this story
in the right column

26. Thank you