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Theme. Facebook marketing requires communicating, not advertising. Agenda. What are the demographics of Facebook users? What are some best practices for brand marketing on Facebook?. Facebook’s demographics. 60 million active users projected by end of 2007

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  1. Theme Facebook marketing requires communicating, not advertising

  2. Agenda • What are the demographics of Facebook users? • What are some best practices for brand marketing on Facebook?

  3. Facebook’s demographics • 60 million active users projected by end of 2007 • Currently at 44 million active users • Half of current users return daily • Facebook also projects that 75% of worldwide users will be outside of college Source: Facebook

  4. A drill down of Facebook’s US demographics • 56.3% female • 58.4% have some college education • 14% are non-white • 34% work as professionals, executives, sales, education, or technical • 12% are full time students • 12% have children under 16 Source: Nielsen//NetRatings

  5. Facebook’s international age distribution Source: Facebook internal data, September 2007

  6. Facebook users have “aged” over the past year Percent of US Facebook users in each age group Source: Nielsen//NetRatings Note: These number differ significantly from Facebook’s internal data, which has 35+ as 6% of all users worldwide in September 2007

  7. Facebook demographics best practices • Anticipate that the demographics will change rapidly over the next 12-18 months • Adjust your marketing plans and plan for flexibility • Beware of relying on what worked yesterday, especially with fickle college students and newbie 35+ users

  8. Agenda • What are the demographics of Facebook users? • What are some best practices for brand marketing on Facebook?

  9. Microsoft handles IAB standard ad sales

  10. Targeting beyond demos

  11. Facebook’s News Feed Ads insert targeted messages 4-26% CTR for sponsored News Feed stories

  12. Facebook Flyers give self-service control

  13. Theme Facebook marketing requires communicating, not advertising

  14. 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

  15. Jeep treats social networks like another channel

  16. Misses a chance to create a unique community

  17. Victoria’s Secret also looks like an ad…

  18. But the community is highly engaged

  19. Crest White Strips case study Targeted 20 colleges Offered free concerts and movie screenings Live chat facilitate interactions Measured sales impact at nearby stores

  20. Ernst & Young engages in a conversation to recruit college students

  21. Sponsored Groups best practices • Understand how similar groups meet/don’t meet needs already • Create a unique experience that • Enable discussion board, The Wall, photos, etc. • Read and respond to comments • Be transparent about your role and perspective

  22. Why applications on Facebook are different

  23. Because I know Dave, his review has context

  24. My colleague Peter Kim shares travel

  25. Application best practices • 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

  26. Recommendations • 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

  27. Wal-Mart keeps trying – kudos for effort

  28. Thank you Charlene Li +1 650/581-3833 cli@forrester.com www.forrester.com blogs.forrester.com/charleneli

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