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The 5 Tools for Effective
Facebook Marketing
Justin Kistner
Sr. Manager of Social Product Marketing



Dan Zarrella
Social Media Scientist




             @justinkistner @danzarrella #5tools
Social Is The #1 Online Activity
• Social media is not only the
  most popular activity online, it
  grew the most at 48% growth
  over last year.
• Social media was the most
  popular activity last year. It
  also grew the most last year
  tripling in time spent over
  2008.
• Users spend 4 times as much
  time on social networks than
  they do email.
• Users spend a 1/3 less time on
  email this year than they did
  last year.




                       @justinkistner @danzarrella #5tools
Fortune 100 site traffic decreasing
                                             Yearly change in Unique Visits – Fortune 100 (2009-2010)
        150.00%
                                                                                                        Cisco systems (139%)



        100.00%



         50.00%



          0.00%



         -50.00%


                   Phillip Morris (-76.3%)
        -100.00%



•       Average percentage drop was 23.02%
•       68% of companies experienced negative growth in unique visits from 2009 –
[1]   Unique visits [1] monitored between Nov 2009 – Nov 2010
        2010 were

                                                  @justinkistner @danzarrella #5tools
FACEBOOK FANS                  SITE VISITORS (MO.)


19,800,000                          1,800,000

22,700,000                          270,000

16,900,000                          290,000

8,000,000                           325,000
   @justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
Facebook’s Value Proposition
      Website Integration
            Pages
             Ads
            Apps
          Analytics




      @justinkistner @danzarrella #5tools
Visit Everyday
                                                     76%

                                           50%


 FANS ARE                Friend Network
                                                     310
HARDCORE
FACEBOOK                             130

   USERS                 Links Clicked

Fans   Avg. User                                           5.1

                                   1
               @justinkistner @danzarrella #5tools
Existing customers


                    84%


                   Want exclusive offers & benefits
   FANS ARE
CUSTOMERS           83%
    LOOKING
 FOR DEALS,        Buy more after becoming a fan

     NEWS &
                    36%
COMMUNITY
         @justinkistner @danzarrella #5tools
Site
@justinkistner @danzarrella #5tools
Like Button




@justinkistner @danzarrella #5tools
Visually creates desire




   @justinkistner @danzarrella #5tools
Shares a link in the news feed




      @justinkistner @danzarrella #5tools
Discussion increases reach




     @justinkistner @danzarrella #5tools
Viral loop




@justinkistner @danzarrella #5tools
And gives you fans to target ad offers




          @justinkistner @danzarrella #5tools
Pages
@justinkistner @danzarrella #5tools
What drives people to fan?


   Brand Invite/Ad                          75%

   Friend                        59%


   Search                  49%




      @justinkistner @danzarrella #5tools
Fan Pages




@justinkistner @danzarrella #5tools
Reaching fans with wall posts

                     EdgeRank filtered




      @justinkistner @danzarrella #5tools
MOST
                      2-3X
                      - Touching, emotional stories
                      - Provocative, passionate debates
CLICKED ON
WALL POSTS

                      1.5-2X
                      - Important sports wins
                      - Simple, easy questions
       @justinkistner @danzarrella #5tools
Updates have poor reach



                                         Where fan
                                         messages
                                         go to die




You try to
reach fans
by mail




                 @justinkistner @danzarrella #5tools
Ads reach all fans



Target fans




     • Paid delivery like email
     • Deploying an app and not notifying fans is
       like launching the landing page for an email
       campaign but never sending the email
                 @justinkistner @danzarrella #5tools
Place Pages




@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
Facebook Deals




@justinkistner @danzarrella #5tools
Requires Check In




 @justinkistner @danzarrella #5tools
Unlocks a deal




@justinkistner @danzarrella #5tools
Individual, loyalty, friend, & charity




          @justinkistner @danzarrella #5tools
Claimed deals become news feed posts




          @justinkistner @danzarrella #5tools
That link to your place page




      @justinkistner @danzarrella #5tools
Event Pages




@justinkistner @danzarrella #5tools
Ads
@justinkistner @danzarrella #5tools
Running Google Ads to Your Facebook Page




         @justinkistner @danzarrella #5tools
Social is demand generation




      @justinkistner @danzarrella #5tools
Search & Social




@justinkistner @danzarrella #5tools
Ad Targeting to Increase Feedback




    Ads
                          Feedback




    Fans                   Visibility


    @justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
ECOMM IS HIGHLY SOCIAL
       Sociability




     @justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
State targeting makes little to no
         impact on CTR




         @justinkistner @danzarrella #5tools
Education level impacts CTR




      @justinkistner @danzarrella #5tools
Segmentation

  Fan
Targeting




   Non-Fan
   Targeting




     Friend of
        Fan
     Targeting




            @justinkistner @danzarrella #5tools
Connection Targeting




10,401     people                                    1,352,530   people



 Web 2.0                                                         Web 2.0



                      @justinkistner @danzarrella #5tools
COLD
TARGETING
                       .05%
                         Avg. CTR of ads to non-fans

  VS. FANS

                       .35%  Avg. CTR of ads to fans


        @justinkistner @danzarrella #5tools
Competitive Targeting




@justinkistner @danzarrella #5tools
Having fans improves ad performance




          @justinkistner @danzarrella #5tools
Image Selection




@justinkistner @danzarrella #5tools
Ads




@justinkistner @danzarrella #5tools
Ad Multiplication


                                     Interest
Images   Ad Copy
                                    Targeting

                                     Interest
Images   Ad Copy                    Targeting

                                     Interest   Unique Ad
Images   Ad Copy                    Targeting    Combos

                                     Interest
Images   Ad Copy                    Targeting

                                     Interest
Images   Ad Copy                    Targeting




         @justinkistner @danzarrella #5tools
Ad Burnout




@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
@justinkistner @danzarrella #5tools
Apps
@justinkistner @danzarrella #5tools
Landing Page Choices

                              Facebook Assets




                              Website




   @justinkistner @danzarrella #5tools
Landing Page Choices

50%+                               Facebook Assets

ROI & Satisfaction



                                   Website




        @justinkistner @danzarrella #5tools
Facebook is a destination site




        @justinkistner @danzarrella #5tools
Engagement Apps




@justinkistner @danzarrella #5tools
Commerce Apps




@justinkistner @danzarrella #5tools
Social Commerce
• Analysts project $30 billion in Facebook store
  commerce by 2015, from $0 last year




                 @justinkistner @danzarrella #5tools
2-4%       Conversion Rates

FACEBOOK
COMMERCE
    STATS
                      17%   Social Engagement Rate




                      2:50
                 Avg. Time per Visit (50% growth Q1 20
       @justinkistner @danzarrella #5tools
Contests




@justinkistner @danzarrella #5tools
Gamification




@justinkistner @danzarrella #5tools
Extended Permissions




  @justinkistner @danzarrella #5tools
Busy Tabs Make Bad Landing Pages

             Ads




                                                         2000 px
Newsfeed                                                 10 apps
Posts                                                    too busy


• Using a single tab is like linking all
  Google Ads to your home page
• Need targeted landing apps
                   @justinkistner @danzarrella #5tools
Analytics
@justinkistner @danzarrella #5tools
Earned Media


 Display Ad
  Example



           Vs.



@justinkistner @danzarrella #5tools
Lead Value




@justinkistner @danzarrella #5tools
Direct Coupon Redemption
Attribution can be tracked through the redemption of coupons that are
exclusive to Facebook pages.




                  @justinkistner @danzarrella #5tools
Geographic Split Testing




    @justinkistner @danzarrella #5tools
Facebook Insights




@justinkistner @danzarrella #5tools
Page &
                                      Graph Data




@justinkistner @danzarrella #5tools
App measurement




 @justinkistner @danzarrella #5tools
Questions?
      @justinkistner
      @danzarrella




@justinkistner @danzarrella #5tools

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