Conversations in the social graphWord-of-Mouth Marketing University

Chris PanMay 14, 2009

Facebook Mission:Give people the power to share and make the world more open and connected.

Go where the audience is – unique visitors

Source: US traffic from compete.com www.compete.com

Go where the audience is often – visits

Source: US traffic from compete.com www.compete.com

Who’s on Facebook?• http://www.facebook.com/ads/create/• Example: active FB users near NYC who

like Basketball = 81,000

• Active users = logged in past 30 days• World = 200 million +• US = 60 million +

• 50% of active users return everyday• Logged on today:• World = 100 million +• US = 30 million +

• Footer of each Page:

Buzz-worth topic

Ideal timing

Ask for participation

Relevant exclusive content

Buzz-worthy topic – The Great Debate

www.facebook.com/vitaminwater

Promoting on Facebook – easy for audience to participate – right from their homepage

See the ads live on your own homepage:

http://www.facebook.com/home.php?demo_ad=6002293186322&h=2fa37a64af

http://www.facebook.com/home.php?demo_ad=6002261159755&h=f7d5f48713

Promoting with other media to get more fans (e.g., TV Commercial and print)

Get scale by using FB Pages + FB AdsPages =“Convenience Store:

Hundreds of thousands

Ads = “Delivery Service”

Tens of millions

Microsite =“The Farm”

Tens of thousands

vitaminwater integration with Kobe’s Page

www.facebook.com/Kobe

Listen and tell a story

www.facebook.com/PapaJohns

Special fan offers

www.facebook.com/PapaJohns

Drive traffic to NBA’s official website and store

www.facebook.com/NBA

Feature NBA’s Sponsors: Sprite and HP

www.facebook.com/NBA

Convenience = More Engagement vs. Deeper EngagementWall posts get more engagement.

• 16,000 responses in the Wall post (from user’s homepage)

• 112 responses on Discussions tab

www.facebook.com/Starbucks

VS Pink shares offers and stories with 1.2 million fans

www.facebook.com/VSPink

Red Bull shares content from sponsorships

www.facebook.com/RedBull

Red Bull integrated into Shaun White’s Page

www.facebook.com/ShaunWhite

“Best Profile Picture”

www.facebook.com/CHEETOS

Skittles audience (everyone) is on FB!

www.facebook.com/Skittles

People love humor

www.facebook.com/AflacDuck

NPR shares news on Facebook

Facebook Marketing Solutions: examples and tips

www.facebook.com/Marketing

Facebook for Influencers: examples and tips

www.facebook.com/Influencers

Official presence – 40k monthly US uniques

www.RogerFederer.com

1.1 million fans on FB; over 20k responses per post

1.1 million fans

Responses per post:- 22,000 responses- 17,000 responses

Shares Nike ad

www.facebook.com/Federer

Listen and recognize fans

www.facebook.com/VinDiesel

Tell a story – picture worth a thousand words

http://mashable.com/2009/05/12/vin-diesel-facebook/

Jet Li shares his work with One Foundation and new movies

www.facebook.com/JetLi

Non-Profits on Facebook

www.facebook.com/NonProfits

(RED) sharing latest events and news

www.facebook.com/JoinRed

World Wildlife Fund shares latest news

www.facebook.com/WorldWildLifeFund

WOMMA on Facebook

www.facebook.com/WOMMA