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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?. The demographics of Facebook. 56.3% female 58.4% have some college education 14% are non-white

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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. The demographics of Facebook • 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

  4. Facebook users have “aged” over the past year Source: Nielsen//NetRatings

  5. 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

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

  7. Microsoft handles IAB standard ad sales

  8. Targeting beyond demos

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

  10. Facebook Flyers give self-service control

  11. Theme Facebook marketing requires communicating, not advertising

  12. 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

  13. Jeep treats social networks like another channel

  14. Misses a chance to create a unique community

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

  16. But the community is highly engaged

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

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

  19. 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

  20. Why applications on Facebook are different

  21. Because I know Dave, his review has context

  22. My colleague Peter Kim shares travel

  23. 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

  24. 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

  25. Wal-Mart keeps trying – kudos for effort

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

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