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Marketing goes social
The document discusses the extensive user demographics and marketing potential of Facebook, highlighting that it has over 300 million users, with a significant portion accessing the platform via mobile devices. Local marketers find social media effective and affordable for communication and brand promotion, with various tools available for engaging users. It also outlines strategies for successful Facebook marketing, including effective use of fan pages, application integration, and optimizing the news feed for enhanced visibility.
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Marketing goes social
- 1.
- 2. Something you maynot know about Facebook…
- 3. Statistics of Facebook •More than 300 million users-5%of world population • Fastest-growing demographic are people 35 years old and older • Average user has 130 friends • More than 6 billion minutes are spent on Facebook daily • More than 40 million status updates each day
- 4. More.. • More than2 billion photos are uploaded each month • More than 14 million videos uploaded each month • More than 45 million active user groups exist on the site • More than 3 million events created each month • 70 percent of Facebook users are outside of the United States • 65 million users access Facebook through mobile devices and are 50 percent more active than people who access Facebook through non-mobile devices
- 5. Marketers on Facebook •Check out http://www.facebook.com/marketing • There are millions of Fan Pages conducted by small to large firms • Each page average have 100fans. • Distribution-Average user has 130 friends • More than 250 applications have more than one million monthly active users
- 6. What do localMarketers think about Facebook • 90% of them consider social media is a quick way of communication • 75% of them consider it’s free and affordable • 68% of them consider it’s effective for a positive word-of-mouth strategy • 46% of them include social media as one of the marketing strategies • 21% of them list social media marketing in their promotional budget (source from: http://www.hkdailynews.com.hk/index.php on Sep25,2009)
- 7. Are you onthe marketer list? • Small-medium business for marketing • Branding experts or PR firms • Campaign practitioners • Customer relationship managers • Event promotion practitioners • Political figures or celebrities • NGO or interest groups • E-commerce owner • Leading international business head • Service and support providers
- 8. For your business,Facebook is…
- 9. A functional andconversational Marketing TOOL
- 10. social component formarketing • Fan Page with multimedia Start Up Social Express content • Fans comments ， polls engage Social Interaction and event participating • Social game ， promotion Virus spread Social Competition & other competitions Social User Satisfaction Social Marketing milestone milestone
- 11. Facebook Marketing tools • Use Publisher to keep your users updated on new content. • Write Notes (even on-the-go) and share them with your audience. • Post Photos and Videos of your events. • Add Applications that enhance your Page experience. • Create Discussion Boards to solicit user feedback and generate brainstorms. • Create Groups to help your fans with similar interests connect with one another • Set up Events and have your fans RSVP • Import your blog and help it spread on Facebook • Check out Facebook Platform to see how you can customize your presence on Facebook.
- 12. News Feed • Criticalcommunication channel • 1000’s of potential stories are considered • Based on proprietary algorithm, plus – Both people need to have app installed – Individual user privacy settings affect feed • News Feed Optimization is key - see further reading
- 13. Profile Page Pulldown Mini-feed Profile action links Profile Box
- 14. Mini-feed • Leverage images • Show off your content • Communicate value • Add call to action • Show popularity
- 15. Use the ProfilePicture Link • Link to key action • Make every word count • Don’t assume I have ever heard of your app • Be clear
- 16. Advertise on theProfile Box
- 17. 3 Keys toSuccessful Invitations 1. Intelligently work the 10 / day limit 2. Discourage accidental spam 3. Provide a great reason to accept
- 18.
- 19. Why should Iaccept? “Top friend? I’m popular!”
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- 21. Need to Installto See it
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- 23. Sharing goes tothe In-Box
- 24. Share vs Invite SharePros Invite Pros -Stands out -Encourages people to add app -Does not require install Invite Cons Share Cons -Spammy? -Does not encourage user to -No preview add app -Alert is not as visible -No stories -Can be marked as spam
- 25. Application Directory • FBsays directory will be improved • Focus on fundamentals – Packaging: Key Art, Copy – Positioning & Differentiation • Strong voice & personality
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- 27. Deep Integration • 5Slide Apps Promoted on Top Friends • Top friends is a platform in itself
- 28. Additional Integration Points Wall Application pull- attachments down • More added all the time… • Use them all to make your app more viral
- 29. Agenda • What arethe demographics of Facebook users? • What are some best practices for brand marketing on Facebook?
- 30. Microsoft handles IABstandard ad sales
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- 32. Face book's NewsFeed Ads insert targeted messages 4-26% CTR News sponsored for Feed stories
- 33. Facebook Flyers giveself-service control
- 35. Heard by manyin social marketing
- 36. social component formarketing • Fan Page with multimedia Start Up Social content Express • Fans interactions： comments ， engage Social polls and event participating Interaction • Social game and applications， Virus spread Social promotion & other competitions Competition Social User Satisfaction Social Marketing milestone milestone
- 37.
- 38. Michael Jackson FanPage http://www.facebook.com/michaeljackson
- 39. Michael Fans interaction Secret to Success Fans-driven and oriented sharing Memorial
- 40. Michael social promotions Secret to Success Direct E-sale to the fans Focus on the global scale
- 41. Skittles Fan Page http://www.facebook.com/skittles
- 42. Skittles Fans interaction Secret to Success Communicative listening Fun and attractive
- 43. Skittles social game Secret to Success Cool product image Impressive music related to product Virus spread by post Fun and entertaining
- 44. Louis Vuitton FanPage www.facebook.com/louisvuitton
- 45. Louis Vuitton Fansinteraction Secret to Success Artistic and attractive Positive comment awarded Celebrities and updated
- 46. Louis Vuitton socialpromotions Tips for promotions Based on Video promotions More interactive promotions could be used in the future Depends on internet Speed
- 47. Local leaders Ocean Park Harbor city Yakult 31562 15440 8916 fans fans fans
- 48. Ocean Park http://www.facebook.com/pages/xiang-gang-hai-yang-gong- yuan-Ocean-Park-Hong-Kong/75415661389?ref=nf Secret to Success attractive content Sharing experience Positive reviews
- 49. Harbour city http://www.facebook.com/HarbourCity Secret to Success attractive content Sale oriented Smooth communications
- 50. Yakult http://www.facebook.com/pages/52f74fbd/167292876879 Secret to Success Expanded from TV ads Creative and fun
- 51. Yakult http://www.facebook.com/pages/52f74fbd/167292876879 Tips More functions could be explored Regular monitor could be applied
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- 54. Farmville Long-lasting fever on social game Market Competitions oriented Virus and branding strategy implanted
- 55. Cafeworld Gathered 10million users in a week Virus campaign Competitions among neighborhood
- 56. Happy aquarium Figures Top gainer among new social games Virus campaign More virtual goods sale
- 57. Social Gaming goingVirus
- 58. FB viral channel(invitation) Invitation used to be the most effective viral channel (circa mid 2008), but it become less apparent and useful. However, invitation should be compelling and social. Instead of ask friends to join a new app, give them compelling reasons: to compete, to collaborate, to show off, etc!
- 59. FB viral channel(notification) Even though feeds are more apparent, but notification are more persistent. It’s an effective communication protocol for app to users (promotion + update) and users to users (social action)
- 60. FB viral channel(news feed) News feed is what users pay most attention to on Facebook. They are the most apparent, and as of late the most effective viral channel. Use attention grabbing graphics, and include relevant social message!