Marketing On Facebook

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A brief on Marketing on Facebook

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<p>FACEBOOK</p> <p>Marketing on facebook</p> <p>Varun Papneja -Brand Development Team</p> <p>Thursday, July 24, 2008</p> <p>1</p> <p>1</p> <p>Agenda</p> <p>PreludeWhy FacebookAdvertising /Marketing Platforms on FacebookIdentifying the OpportunitiesDiscussion</p> <p>Thursday, July 24, 2008</p> <p>2</p> <p>Prelude</p> <p>Thursday, July 24, 2008</p> <p>3</p> <p>Initially built for college and university students in 2004.66 Million Users.16,000+ Apps on platform.Time on site: Ave = ~ 20 minutesFacebook 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) </p> <p>2004</p> <p>2005</p> <p>Launch: Harvard/College Only</p> <p>Open to Public</p> <p>2006</p> <p>2007</p> <p>2008</p> <p>Pages and Social Ads</p> <p>Application Platform</p> <p>Thursday, July 24, 2008</p> <p>4</p> <p>Why facebook?</p> <p>Thursday, July 24, 2008</p> <p>5</p> <p>Facebook = 40-50 million | 200% GrowthMySpace = 120 million | 72% GrowthFacebook would eclipse MySpace in 09Its the best platform to advertise with detailed demographics.</p> <p>2002</p> <p>2003</p> <p>2004</p> <p>Q4 2008?</p> <p>My Space</p> <p>Facebook</p> <p>200 Million</p> <p>Thursday, July 24, 2008</p> <p>6</p> <p> 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 </p> <p>Thursday, July 24, 2008</p> <p>7</p> <p>Members use Social Networks for Communication</p> <p>Base: US online adult social networking site users, Source: North American Technographics Media And Marketing Online Survey, Q3 2007</p> <p>See what my friends are up to:</p> <p>86%</p> <p>Sent a message to someone:</p> <p>79%</p> <p>Posted/updated my profile:</p> <p>70%</p> <p>Looked at profiles of people I didnt know:</p> <p>65%</p> <p>Searched for someone that I used to know:</p> <p>59%</p> <p>Send a friend/connection request:</p> <p>53%</p> <p>Listened to music:</p> <p>47%</p> <p>Read a blog or journal:</p> <p>51%</p> <p>Wrote on someones profile page (e.g. wrote on a wall, posted a testimonial):</p> <p>55%</p> <p>Watched a video:</p> <p>40%</p> <p>Opinions of friends, peers or acquaintance is the key to sell and it spreads through updates and viral marketing. </p> <p>News Feed encourages spread of ideas</p> <p>Trend Watch:News Feed Optimization (NFO)</p> <p>Thursday, July 24, 2008</p> <p>9</p> <p>Suggest a red box around news feed to draw readers eyes immediately</p> <p>Groups and Communities</p> <p>Thursday, July 24, 2008</p> <p>10</p> <p>Inbox: A new email</p> <p>Trend Watch:Email is for old people</p> <p>Thursday, July 24, 2008</p> <p>11</p> <p>8 FB Marketing Options</p> <p> Applications Groups Paid Groups Targeted Ads News Feed Ad Buys Pages Beacon Guerilla Execute with a Cohesive Strategy</p> <p>Advertising /Marketing Platforms on Facebook</p> <p>Opportunities for Marketers</p> <p>AdvertisingBanner Ads Contextual//NewsFeed/Flyer AdsSocial AdsMarketingFacebook Pages and Sponsored GroupsBeaconWord of Mouth/InteractionApplicationsIntelligenceProfiles and Network informationPublic Groups</p> <p>Thursday, July 24, 2008</p> <p>14</p> <p>Banner Ads</p> <p>Recently, Microsoft invested in Facebook, broadening its Advertising opportunities</p> <p>Facebook Flyers give self-service control</p> <p>Thursday, July 24, 2008</p> <p>16</p> <p>Targeted Advertising/FB Social Ads</p> <p>Thursday, July 24, 2008</p> <p>17</p> <p>Social Ad</p> <p>2. Brands can buy paid ads. (Frequency capped users will see no more than two per day). Users dial the frequency of the ads.</p> <p>1. Users can poke each other with branded viral messages -- combine social actions such as a purchase of a product or review of a restaurant with an advertisers message. </p> <p>Facebook Pages-allow brands to gravitate fans </p> <p>Sponsored Groups</p> <p>Group page with customized navigation, look &amp; feelUsually includes a significant media buy to drive traffic to the sponsored group pageDisplay ads and flyersNewsfeed targetingCosts usually in the six figures for a three month engagementNote that any company can set up a group for free</p> <p>Thursday, July 24, 2008</p> <p>20</p> <p>Beacon</p> <p>OpportunitiesGreater Trust (if done correctly)ChallengesNot Opt-InMany Privacy concernsResistance to peer based recommendationsBrands need to converse to get fans</p> <p>Simply determine which user 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</p> <p>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.</p> <p>Thursday, July 24, 2008</p> <p>21</p> <p>Companies using Beacon</p> <p>BlockbusterChaseThe Coca-Cola Company VerizonEpicurious.comFlip.comCrest Whitestrips (whitestrips.com) Owned by Proctor and GambleDove Cream Oils (Dove.com) Unilever CompanyHerbal Essences (herbalessences.com) Clairol Division owed by Proctor and GambleNYTIMES.COMSaturnAllPosters.comBluefly.comCBSSports.comDotspotterExpoTVGameflyHotwireJoostKivaKongregateLiveJournalLive NationMercantilaNational Basketball Association</p> <p>Overstock.com(RED) joinred.comRedlight (stay away from adult sites any one of them can be this redlight company and be telling your friends about your sex fetishes. Yuck!)SeamlessWebSony Online Entertainment LLC (station.com)Sony PicturesSTA Travel (statravel.com)The KnotTripAdvisorTravel TickerTypePadviagogoVoxYelpWeddingChannel.comZappos.comebaybluefly.comTravelocityechomusicpronto.comcitysearchIwonBusted TeesCollege Humor (same company as busted tees)Fandango </p> <p>Red indicates hesitation after BeaconGate</p> <p>Thursday, July 24, 2008</p> <p>22</p> <p>Applications</p> <p>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.</p> <p>Thursday, July 24, 2008</p> <p>23</p> <p>Profile /Public Groups</p> <p> 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.</p> <p> 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.</p> <p>Thursday, July 24, 2008</p> <p>24</p> <p>Identifying The Opportunities</p> <p>Thursday, July 24, 2008</p> <p>25</p> <p>Social Ads</p> <p>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.</p> <p>Facebook Social Ads allow your businesses to become part of people's daily conversations. Ads can be displayed in the left hand Ad Space visible to users as they browse Facebook to connect with their friends as well as in the context of News Feed attached to relevant social stories</p> <p>Creating a Social Ad is quick and easy. Simply write a creative, tell us who you want seeing your ad, and decide where you want to drive traffic. You can buy ads by number of clicks (CPC) or by number of impressions (CPM). While the ad is running, you will receive performance metrics from Facebook Insights including demographic data of who's engaging with your ad and feedback on how to optimize your ad.</p> <p>Thursday, July 24, 2008</p> <p>26</p> <p>Pricing Clicks/Views</p> <p>Thursday, July 24, 2008</p> <p>27</p> <p>Facebook Page - Think of it as word-of-mouth marketing, only completely free and happening online.</p> <p>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</p> <p>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</p> <p>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</p> <p>Thursday, July 24, 2008</p> <p>28</p> <p>Pricing Clicks/Views</p> <p>Thursday, July 24, 2008</p> <p>29</p> <p>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.</p> <p>Facebook Insight- Facebook Insights is a free service for all Facebook Pages and Social Ads.</p> <p>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</p> <p>Thursday, July 24, 2008</p> <p>30</p> <p>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</p> <p>Facebook Poll</p> <p>We will charge 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.</p> <p>Thursday, July 24, 2008</p> <p>31</p> <p>Facebook Poll (sample)</p> <p>Thursday, July 24, 2008</p> <p>32</p> <p>Facebook platforms- helps create applications</p> <p>This quiz application was created by times new York </p> <p>Thursday, July 24, 2008</p> <p>33</p> <p>Useful Tips</p> <p>Facebook marketing is about communicating, not advertising so act appropriatelyBe a part of the Facebook experienceMore like content than advertisingTap into the reasons why friends shareListen, learn, and be ready to make mistakesCarefully 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.</p> <p>Thursday, July 24, 2008</p> <p>34</p> <p>DISCUSSION</p> <p>Thursday, July 24, 2008</p> <p>35</p>