Byte Size: Facebook

Who We Are

• Forrester predicted FB would achieve the same number of registered users as MySpace in Q4 of 2008, or early 2009

• Reached that figure Dec 08• Now the 4th most trafficked site in the world

FB demographics

* Over 55,000 regional, work-related, collegiate, and high school networks* More than half of Facebook users are outside of college* The fastest growing demographic is those 25 years old and older* Maintain 85 percent market share of 4-year U.S. universities

User Engagement

* More than 65 billion page views per month* More than half of active users return daily* People spend an average of 20 minutes on the site daily (comScore)

What You Can Do with Facebook

• Increase awareness and reach• Target distinct markets• Test market• Forge relationships

Applications

FB is the No. 1 photo sharing application on the Web (comScore)* Photo application draws more than twice as much traffic as the next three sites combined (comScore)* More than 14 million photos uploaded daily* More than 6 million active user groups on the site

International Use

* Canada has the most users outside of the United States, with more than 7 million active users* The U.K. is the third largest country with more than 7 million active users* Remaining top 10 countries in order of active users (outside of the U.S., Canada and UK): Australia, Turkey, Sweden, Norway, South Africa, France, Hong Kong

How to Use Facebook

1. Put up a strong profile2. Reach out to others in your space3. Build your relationships through common

friends4. Create a page5. Start a group6. Use notes and photos7. Hold a Facebook Event

Jeep Page

85 000 fansAlmost 4000 fan photosMore than 80 fan videos650 discussion topics in the forums

Victoria Secret page

An engaged and active communityOver I million fans12,000 wall posts1200 discussion topics

Crest campaign

Crest

• P.& G. invited Facebook members in 20 college campus networks to become “fans”

• It attracted 14,000 fans• P&G PR Manager agreed that it was successful

but not making it a long term on going activity wasted the effort.

Vancouver Dine Around

• 2008 6604 members• 2009 Starts in Feb already 5500 members• Created an active community that is very

engaged• Got excellent insights into their demographic• Have an engaged audince to market to

Small Business - Photography

• Wedding photography• Portraits of graduating seniors• Targets families with upper income bracket• Uses the birthday feature to email gift cards

for a portrait• Reaches seniors directly

Results over 6 months

• 75% of students are introduced via Facebook• No ads or direct mail anymore

Lessons

• Know your audience - Facebook does not make sense for every business

• Be a member of the community – not an advertiser

• Use the tools to maximum advantage. Use the apps to best forward your goals and allow others to promote your work easily

• Engage – create a community around your page

Small Business Ideas

The business card applicationTestimonialsKeep frequent updates and notes on your FacebookSend bulletins and mass messages to friends to keep them up on the latest news from your businessAdd feeds of your blog and Flickr photo streams

Campaign for Target Back to School

“Our attitude had to be that we were taking advantage of an environment that already exists; we aren’t there so much to tell a story, but to put on a party, giving the students a platform for social interaction.”

Mauro Cavalletti, Creative Directory at AKQA.

Campaign Don’ts

• Infringe on copyright or intellectual property• Pretend to be someone you’re not• Violate users privacy• Flout the accepted rules of user engagement