How the Big Brands do Facebook Marketing

1. How the Big Brands do FacebookMarketing af All Facebook Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

2. Presenters: @justinkistner and @allnick Hashtag: #amafb Sharing on Facebook, Twitter, etc. Justin Kistner Nick O’Neill Social Media Evangelist Founder @Webtrends @justinkistner on Twitter @justinkistner on Facebook @AllFacebook (part of @SocialTimes) @allnick on Twitter @NickOneill on Facebook http://bit.ly/amafb

3. 3rd era of the Web Search Volume Index - Google Trends Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

4. Social media usage is exploding • 3 out of 4 Americans use social technology* • 2/3 of the global internet population visit social networks** • Social Media has overtaken porn as the #1 activity on the Web (more popular than email)*** • And, it’s growing at 3X the rate of the overall Internet** * Forrester, The Growth Of Social Technology Adoption, 2008 **Nielsen, Global Faces & Networked Places, 2009 ***http://www.reuters.com/article/technologyNews/idUSSP31943720080916 Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

5. Shift from portals to social Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

6. Facebook is the world’s most visited site vs vs * Compete.com comparing visits Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

7. Facebook Sends More Traffic toNews Sites than Google vs 4% 3% 2% 1% 01/2009 07/2009 01/2010 Upstream visits to news and media from Google News and Facebook from Hitwise Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

8. Facebook is the world’s network Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

9. ~500,000,000 Facebook Users Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

10. ~5,000,000,000 Facebook Posts per Week Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

11. Facebook’s largestdemographic is 35-54 Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

12. Facebook Marketing Basics Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

13. Destination vs. Traffic Source 6 hours per month Referrers more traffic than Google News Ads that link into Facebook have higher CTRs Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

14. Facebook Marketing Strategies Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

15. Native Campaigns Video Events Fan Virtual Gift Poll Product Sample Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

16. Classic Marketing Campaign Funnel Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

17. Facebook Marketing Campaign Cycle Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

18. Facebook Marketing Campaign Cycle • Earned • Owned • Paid Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

19. Facebook Marketing Campaign Cycle • Earned • Owned • Paid • Pages • Ads • Apps • Plugin Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

20. Facebook Marketing Campaign Cycle • Earned • Owned • Paid • Pages • Ads • Apps • Plugin • Conversions • Transactions Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

21. The Facebook Marketer’s Toolbox Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

22. Facebook Campaigns • Contests • Sweepstakes • Virtual Gifts • Polls • Coupons • Quizzes • Product Samples Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

23. Facebook Advertising • Home Page • Video Comment • Event • Fan • Virtual Gift • Poll • Sampling • Standard • Rest-of-site Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

24. Facebook Fan Page • Wall • Comments • Likes • Info • Photos • Videos • Events • Polls • Discussion Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

25. Facebook Applications • Games • Stores • Campaigns • Customer Service • Landing Pages • Media Players • Services • Booking Engines Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

26. Facebook Social Plugins • Like Button • Recommendations • Login with Faces • Comments • Activity Feed • Like Box • Facepile • Live Stream Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

27. Facebook’s Top Brands Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

28. Top brands are shifting their budgets From $20MM Superbowl ad to social From microsites to social Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

29. 10 Biggest Brands On Facebook • Facebook • Starbucks • Twilight • South Park • Coca-Cola • Skittles • Oreo • Lost • Red Bull • Scrubs Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

30. 5 Case Studies Of Brands • vitamin water • Marshalls - $5,000 Wardrobe Competition • Doritos Advergame • Bing – Farmville Promotion • Scion – tC Release Video Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

31. vitamin water New Beverage • vitamin water connect contest • $5,000 prize • Users voted on a flavor and selected “black cherry-lime” • Flavor tasted horrible but received plenty of coverage Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

32. Marshalls $5000 Wardrobe • Users become fans of Marshalls • TV Promotion used to drive users to page • Each week there is a video quiz • Completing quizzes earns keys • One key unlocks $1,000 prize each week Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

33. Doritos Advergame • Campaign uses Facebook Connect to customize a video game experience • Users need a bag code to gain access to the video • Huge promotion budget to create complex game • Users must log in with Facebook to access Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

34. Bing Farmville Promotion • Gained 400,000 fans with “Become a Fan” call to action button • Users received farm cash in exchange for fanning • No knowledge of amount spent but most likely $1 million+ • Updates to those fans drove 20,000 click throughs on content Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

35. Scion tC Release • Video promotion that places user profile data in the video promotion • Displays friends information as well within the promotion • You can view the video at http://bit.ly/scionfb Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

36. Value of a Facebook Fan • 68% of Facebook Fans indicate they are very likely to recommend a product. • Facebook fans reported spending $71.84 more per year than non fans. • The most valuable fan in the survey was that of McDonald’s who presented an annual value to the organization of $508.16 Source: http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

37. Facebook Marketing Ecosystem Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

38. The Social Platform Management Market • Razorfish • Mr. Youth • Powered • Wildfire • Transpond • Social Amp • Context Optional • Involver • Vitrue Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

39. Relationship Management • Multi-channel • Dashboards • Publishing tools • Moderation • Escalation • Audit trails • Social apps Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

40. Facebook Marketing Challenges Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

41. Measuring Success • Many brands invest in awareness building, not just purchase conversion • Facebook ads can drive new fans as well as purchases, goals must be defined • Strategy depends on company’s aims, many have been experimental but social media budgets are expanding Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

42. Traditional “tagging” doesn’t work <javascript> <img> Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

43. No ad conversion tracking inside Facebook ? Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

44. Scattered data sources Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

45. Facebook’s analytics covers core API Page Insights Wall Core Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

46. Webtrends tracks the platform Platform A Custom Tabs & Apps v Webtrends Ads API Page Insights Wall Core Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

47. Facebook Data Value Pyramid Hours to Minutes Conversion Optimization Retargeting Influencers Conversions/Transactions Attribution Profile Data Platform API Value Data Richness Fans Page/Media Views Interactions Aggregate Demographics Insights Awareness Subscription Engagement 2-3 Days Volume Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

48. Advice Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

49. 3 tips to get started Buy ads Create apps Measure success Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb

50. 3 things to avoid Viewing Facebook as a traffic source Doing nothing Privacy debacles Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb