How to Market Successfully on Facebook

Adam Gerston | Partner Manager | Marketing APIs

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

Why Social?

The web is being rebuilt around people

Discover

10’s

Search

00’s

Browse

90’s

-21%

+52%

Source: ComScore Global Y/Y change Jan 2010 - Jan 2011

+1%

Social

Portals

Search

The transition is happening rapidly

Traditional advertising vs. Social advertising

I liked it. Hmm.

Timeline: Leveraging authentic identities

Facebook population

Their friends

People

Word of mouth at scale

It’s Complicated… …Or Is it?

Your Page

Sponsored Stories

A fan base with Like ads

Ads with Friends

Publish to fans

Build, Engage, Amplify

▪ Create an identity

for your brand

▪ Express your brand

through publishing,

photos and

conversations

▪ Use Like ads to build

your fan base

Step 1: Build a page

1

▪ Publish to your fans

▪ Set up a regular and

frequent publishing

calendar

▪ Create social

experiences that are

easy to share

2

Step 2: Engage your fans

▪ Leverage your network

▪ Facebook Ads lets you

communicate beyond

your fan base

▪ For every 500K fans,

you have access to

~60M Friends of Fans

3

Step 3: Amplify

Facebook Page Insights

50,000 coupons distributed

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

From Brand Voice to Word of Mouth

Word of Mouth:

“Stories”

Not Word of Mouth

Word of Mouth (“Story”)

This is word of mouth at scale

Facebook population

Global data

Friends of fans

Fan base

Friends of fans Friends of fans

Fan base

Starbucks

527M friends

19M fans

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

STEP 1: David likes a brand, uses an application, or checks in to a location

David likes this brand

STEP 2: A story is generated on David’s friends’ News Feeds, which they may or may not see

STEP 3: If this brand included Sponsored Stories in their Facebook Ads campaign, David’s friends see this story in the right column

Sponsored Stories

David likes this brand

Your Brand

Like

How Sponsored Stories work

Thank you