A BRIEF INTRO TO FACEBOOK MARKETING

Every department can use Facebook*

But, were going to focus on marketing*

*Why do marketerscare about social?

*Purchasing funnel

In 1898, St Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase[1]. St Elmo Lewis idea is often referred to as the AIDA model - an acronym which stands for Attention, Interest, Desire, and Action.

*

MediaPurchasing funnel

In 1898, St Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase[1]. St Elmo Lewis idea is often referred to as the AIDA model - an acronym which stands for Attention, Interest, Desire, and Action.

*Old media landscape

*New media landscape

*

3 out of 4 Americans use social technology*

** Forrester, The Growth Of Social Technology Adoption, 2008Social Media Usage is Exploding

3 out of 4 Americans use social technology2/3 of the global internet population visit social networks*

** Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding

3 out of 4 Americans use social technology2/3 of the global internet population visit social networksVisiting social sites is ahead of personal email as the 4th most popular online activity*

** Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding

3 out of 4 Americans use social technology2/3 of the global internet population visit social networksVisiting social sites is ahead of personal email as the 4th most popular online activityAnd, its growing at 3X the rate of the overall Internet*

** Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding

** Google Trends http://bit.ly/9ZznCx Social Media is the 3rd Era of the Web

** Google Trends http://bit.ly/9IGvF2Facebook is the most significant channel in terms of growth

** Google Trends http://bit.ly/a5hwTdCompared to other top Internet brands, Facebook has the most interest

** Javelin Strategy and ResearchUsage reflects the shift to social

*350,000,000+

A marketer cant ignore the over 350 million users on Facebook

Its changing your customers expectations*

93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA*CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS*CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

The top brands are responding*

** http://www.nma.co.uk/news/cover-story-coke-drops-campaign-sites-in-favour-of-social-media/3008538.article

Coke and Unilever are shifting from microsites to social in 2010

*Pepsi is shifting its $20 million from the Superbowl to social

*How does it work?

*Broadcast vs. Interaction

*From mouse traps to mouse parties

New conversion model is a longer cycle with more and more frequent interaction. In other words, conversation.

*Interaction Workflow

*Monitoring | Measurement | AnalysisConversationAggregationDataCollectionDataInterpretation

*A closer look at theFacebook elements

*Custom tabAppBasic Facebook campaign

*Profile

TitleDescriptionActivityUser bio and wallMarketing InterestIntelligence gathering and creating awarenessMeasurement OptionsNoneTransactional MetricsNoVisitor Level MetricsNoMonitoring OptionsAggregate data available in the self-serve ad toolAnalysis OptionsNoneMetricsN/ANotesProfiles offer Messages and Status Updates in addition to the Wall. Messages are like email, except Facebook offers no way to search, sort, filter, categorize, or flag messages. You can message people you arent friends with, but doing so in high numbers will get your account shut down.

*Wall

TitleDescriptionActivityActivity stream for usersMarketing InterestIntelligence gathering and creating awarenessMeasurement OptionsTrack LinksTransactional MetricsNoVisitor Level MetricsNoMonitoring OptionsClients such as Tweetdeck and SeesmicAnalysis OptionsManual data collection or API accessMetricsImpressions and clicks per postNotes

*Pages

TitleDescriptionActivityProfiles for groupsMarketing InterestIntelligence gathering, creating awareness, campaigns, and direct marketingMeasurement OptionsInsights from FacebookTransactional MetricsLimitedVisitor Level MetricsNoMonitoring OptionsRSS feeds, Scoutlabs, etc. (for wall only)Analysis OptionsExcel (exportable CSV)MetricsInteractions, Interactions itemized (updates, comments, likes), Fans, Page views, Post QualityNotesPages can publish to the stream, offer Rich Media, have the Insights Dashboard, offer SEO. In June of 2009, all outbound communication channels have been cut off from generic pages.

*Tabs

TitleDescriptionActivityPhotos, events, boxes, notes, customMarketing InterestCustom experience for campaignsMeasurement OptionsWebtrendsTransactional MetricsYesVisitor Level MetricsNoMonitoring OptionsNoneAnalysis OptionsAnalytics, Excel, etc.MetricsPage views, Fan views, Non-fan views, Interactions, Interactions itemizedNotesTabs are the new microsite

*Groups

TitleDescriptionActivityLike pages only less functionality. Came first.Marketing InterestLess since Pages as there is nothing Groups can do that Pages can'tMeasurement OptionsWebtrends Social MeasurementTransactional MetricsKindaVisitor Level MetricsNoMonitoring OptionsWebtrends Social MeasurementAnalysis OptionsWebtrends Social MeasurementMetricsMentions, Topic Analysis, Topic Trend Analysis, Topic Cloud, Analytics IntegrationNotesGroups were going to get eliminated, but now Facebook has said they are getting an update that may make them more attractive to brands.

Until June 2008, group owners experienced this restriction at 1200 members. However, as of June 2008, Facebook increased the limit on group size for message blasting to 5,000.

*Apps

TitleDescriptionActivityApplication functionalityMarketing InterestCustom functionality and visitor level dataMeasurement OptionsMeasurement API, many solutionsTransactional MetricsYesVisitor Level MetricsYesMonitoring OptionsVariesAnalysis OptionsAnalytics, BI tools, Excel, etc.Metrics(next page)NotesApps are the only place for brands to collect visitor level data.

CURRENTLY State views, Interactions, Interactions itemized, Sessions, Session length, Interactions per session, Interactions itemized per session, State views per session, Conversion, Visitor, Form data collection, # users who have added your application tab, # users who have added your application profile box, # users who have added your application info section, # users who have bookmarked your application, # users who are subscribed to your application emailsCOMING SOON Number of active users during the past 7 days, Number of active users during the past 30 days, Number of canvas page views, Number of unique canvas page viewers, Number of API calls made, Number of unique users on whose behalf your application made API calls, Average HTTP request time for canvas pages, Average FBML render time for canvas pages

*Apps Metrics

*Ads

TitleDescriptionActivityHomepage, Social, Fan, RSVP, Poll, Virtual GiftsMarketing InterestCreating awareness, driving traffic, engagement, RSVPs, etc.Measurement OptionsFacebook reportingTransactional MetricsYesVisitor Level MetricsNoMonitoring OptionsNoneAnalysis OptionsExcel (exportable CSV)MetricsImpressions, Clicks, Interactions, DemographicsNotesFan ads and RSVP ads are the only units available in self serve, A target audience should exceed 1 million to make home page ads viable, Home page ads start at $40K, $15K to test segmentation is a good amount

*Links

TitleDescriptionActivityLinkingMarketing InterestIntelligence gathering and trafficMeasurement OptionsReferrersTransactional MetricsLimitedVisitor Level MetricsLimitedMonitoring OptionsNoneAnalysis OptionsAnalytics, Excel, etc.MetricsClicks to properties with analytics, Visitor attribution from posts published from appsNotesURL Shorteners are blocked

http://www.facebook.com/webtrends@justinkistner

THANK YOU!

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In 1898, St Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase[1]. St Elmo Lewis idea is often referred to as the AIDA model - an acronym which stands for Attention, Interest, Desire, and Action.In 1898, St Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase[1]. St Elmo Lewis idea is often referred to as the AIDA model - an acronym which stands for Attention, Interest, Desire, and Action.A marketer cant ignore the over 350 million users on FacebookNew conversion model is a longer cycle with more and more frequent interaction. In other words, conversation.

Until June 2008, group owners experienced this restriction at 1200 members. However, as of June 2008, Facebook increased the limit on group size for message blasting to 5,000.