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Marketing on facebook
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.
Marketing on facebook
- 1. Marketing on facebook Varun Papneja -Brand Development Team Monday, June 20, 2011 1
- 2. Agenda • Prelude • WhyFacebook • Advertising /Marketing Platforms on Facebook • Identifying the Opportunities • Discussion Monday, June 20, 2011 2
- 3. Prelude Monday, June 20,2011 3
- 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 Monday, June 20, 2011 4 Application Platform
- 5. Why facebook? Monday, June20, 2011 5
- 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? Monday, June 20, 2011 6
- 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 Monday, June 20, 2011 7
- 8. Members use SocialNetworks 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 encouragesspread of ideas Trend Watch: News Feed Optimization (NFO) Monday, June 20, 2011 9
- 10. Groups and Communities Monday,June 20, 2011 10
- 11. Inbox: A “new”email Trend Watch: Email is for “old” people Monday, June 20, 2011 11
- 12. 8 FB MarketingOptions Applications Groups Paid Groups Targeted Ads News Feed Ad Buys Pages Beacon Guerilla Execute with a Cohesive Strategy
- 13. Advertising /Marketing Platformson 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 Monday, June 20, 2011 14
- 15. Banner Ads Recently, Microsoft invested in Facebook, broadening it’s Advertising opportunities
- 16. Facebook Flyers giveself-service control Monday, June 20, 2011 16
- 17. Targeted Advertising/FB SocialAds Monday, June 20, 2011 17
- 18. Social Ad 1. Userscan “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 brandsto 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 Monday, June 20, 2011 20
- 21. Beacon Simply determine whichuser 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 Monday, June 20, 2011 21
- 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 Monday, June 20, 2011 22
- 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. Monday, June 20, 2011 23
- 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. Monday, June 20, 2011 24
- 25. Identifying The Opportunities… Monday,June 20, 2011 25
- 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. Monday, June 20, 2011 26
- 27. Pricing Clicks/Views Monday, June20, 2011 27
- 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 Monday, June 20, 2011 28
- 29. Pricing Clicks/Views Monday, June20, 2011 29
- 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 Monday, June 20, 2011 30
- 31. Facebook Poll We willcharge 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. Monday, June 20, 2011 31
- 32. Facebook Poll (sample) Monday,June 20, 2011 32
- 33. Facebook platforms- helps create applications… This quiz application was created by times new York Monday, June 20, 2011 33
- 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. Monday, June 20, 2011 34
- 35. DISCUSSION… Monday, June 20,2011 35