Marketing On Facebook

Friday, April 7, 2023 1

Marketing on facebookVarun Papneja -Brand Development Team


Agenda

• Prelude

• Why Facebook

• Advertising /Marketing Platforms on Facebook

• Identifying the Opportunities

• Discussion


Prelude


• Initially built for college and university students in 2004.• 66 Million Users.• 16,000+ Apps on platform.• Time on site: Ave = ~ 20 minutes• Facebook 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)

2004 2005

Launch: Harvard/College Only

Open to Public

2006 2007 2008

Pages and Social Ads

Application Platform


Why facebook?


• Facebook = 40-50 million | 200% Growth• MySpace = 120 million | 72% Growth• Facebook would eclipse MySpace in 09’• It’s the best platform to advertise with detailed demographics.

2002 2003 2004Q4 2008?

My Space

Facebook

200 Million


• 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

Members use Social Networks for Communication

Base: US online adult social networking site users, Source: North American Technographics Media And Marketing Online Survey, Q3 2007

See what my friends are up to: 86%

Sent a message to someone: 79%

Posted/updated my profile: 70%

Looked at profiles of people I didn’t know: 65%

Searched for someone that I used to know: 59%

Send a friend/connection request: 53%

Listened to music: 47%

Read a blog or journal: 51%

Wrote on someone’s profile page (e.g. wrote on a wall, posted a testimonial):

55%

Watched a video: 40%

• Opinions of friends, peers or acquaintance is the key to sell and it spreads through updates and viral marketing.


News Feed encourages spread of ideas

Trend Watch:

News Feed Optimization (NFO)


Groups and Communities


Inbox: A “new” email

Trend Watch:

Email is for “old” people

8 FB Marketing Options

Applications

Groups

Paid Groups

Targeted Ads

News Feed Ad Buys

Pages

Beacon

Guerilla

Execute with a Cohesive Strategy

Advertising /Marketing Platforms on Facebook


Opportunities for Marketers

• Advertising

– Banner Ads

– Contextual//NewsFeed/Flyer Ads

– Social Ads

• Marketing

– Facebook Pages and Sponsored Groups

– Beacon

• Word of Mouth/Interaction

– Applications

• Intelligence

– Profiles and Network information

– Public Groups

Banner Ads

Recently, Microsoft invested in Facebook, broadening it’s Advertising opportunities


Facebook Flyers give self-service control


Targeted Advertising/FB Social Ads

Social Ad

2. Brands can buy paid ads. (Frequency capped – users will see no more than two per day). Users ‘dial’ the frequency of the ads.

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 advertiser’s message.

Facebook Pages-allow brands to gravitate fans …


Sponsored Groups

• Group page with customized navigation, look & feel

• Usually includes a significant media buy to drive traffic to the sponsored group page– Display ads and flyers– Newsfeed targeting

• Costs usually in the six figures for a three month engagement

• Note that any company can set up a group for free


Beacon

• Opportunities– Greater Trust (if done correctly)

• Challenges– Not Opt-In– Many Privacy concerns– Resistance to peer based recommendations– Brands need to ‘converse’ to get fans

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

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.


Companies using BeaconBlockbusterChaseThe 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

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

Red indicates hesitation after BeaconGate


Applications• 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.


Profile /Public Groups• 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.

• 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.


Identifying The Opportunities…


Social Ads• 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.

• 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

• 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.

http://www.facebook.com/business/?insights


Pricing Clicks/Views


Facebook Page - Think of it as word-of-mouth marketing, only completely free and happening online.

• 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

• 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

• 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


Pricing Clicks/Views


• 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.

Facebook Insight- Facebook Insights is a free service

for all Facebook Pages and Social Ads.

•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

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

http://www.facebook.com/business/?pages

http://www.facebook.com/business/?socialads


Facebook Poll

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.


Facebook Poll (sample)


Facebook platforms- helps create applications…

This quiz application was created by times new York


Useful Tips

• Facebook marketing is about communicating, not advertising – so act

appropriately

• Be a part of the Facebook experience

– More like content than advertising

• Tap into the reasons why friends share

• Listen, learn, and be ready to make mistakes

• Carefully 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.


DISCUSSION…

Technology

Marketing On Facebook