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