FacebookMarketing Strategic case study

Sohail Haider12f8181

Section: C

Mission & Vision

VISION"People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them."

Facebook’s mission is to give people the power to share and make the world more open and connected.

MISSION

Base and Foundation• Facemash (October 28, 2003 )

• hot or not • 450 visitors / 22,000 views in first four hours

• the facebook• As a semester project• 500 historical roman images

Early History

Launch of fb• The Official launch of

“thefacebook.com”

• Claim from HarvardConnection.com

• March 2004: expanded to Columbia, Stanford and Yale. Later for many more...

• 2005: drop the “the” from facebook and the domain for $200,000.

• September 2005: next logical step (invited schools).

Only those Schools are allowed which are invited

Early History (continue…)

Launch of fb• 2006: Expanded the

eligibility by entertaining the employees also.

• September 6, 2006: OPENED for EVERYONE at least 13.

• In late 2007: Facebook had 100,000 business pages.

• In November 2010: 3rd largest American web Company ($41billion).

• From 2009 to March 13, 2010 fb has more visits than Google.

• Downfall march 2011: 20,000 offline every day.• In March 2012: Fb

announced app center

People’s Need• People want to communicate with each

other in more efficient way. So fb took the advantage by taking people closer after an successful experiment of FACESMASH.

Understanding the Market Place

Behavior• Customer

Satisfaction• Too low expectations

but high results

Segmentation

Did fb used the concept of segmentation• But in early days,

educated and uneducated.

• Before this the phenomena was that only person of that school or college.

2 way Marketing

Platform

Marketing Mix

Ps• Product: Brand

people trust.• Price: Just cost your

time.• Place: for almost all

kind of persons.• Promotion: In just

early days it demanded some kind of promotions but now a days its name it self is a promotion.

BRAND

Services

Services Provided by Fb• Facebook Ads• Search• User Generated Contents• Photos • Press Campaigns• TV Campaigns

In fact• Social site (max possibility)• Security• Generate and allot id to every user.

Building Customer Relationships

Opened for everyone

• By passage of time fb created its advocate customers.

• Audited

Valuation over time

Only those Schools are allowed which are invited

To provide you with updates and

information to help keep you and your

family safe while using Facebook or surfing

on the Internet.

Market oriented mission(safety)

• At Facebook, nothing is more important than the safety of the people who use our service. On this page you can learn about our safety tools and resources.

Companywide Strategic Plan

• Zynga has to put 10,000 servers each week due to high traffic.

• High Market share

• High Growth rate

Entertain people by both social services and games.

Market share

Growth rate analysis

Date Users(in millions) Days later Monthly growth

August 26, 2008 100 1,665 178.38%April 8, 2009 200 225 13.33%September 15, 2009 300 160 9.38%February 5, 2010 400 143 6.99%July 21, 2010 500 166 4.52%January 5, 2011 600 168 3.57%May 30, 2011 700 145 3.45%September 22, 2011 800 115 3.73%April 24, 2012 900 215 1.74%September 14, 2012 1,000 143 2.33%March 31, 2013 1,110 198 1.5%December 31, 2013 1,230 275 0.97%

Marketing Strategy and Marketing Mix

• No intermediates

• LinkedIn, twitter, Google+

Entertain all the segments

• Integration with websites and applications• More than a billion active monthly

users• Excellent users experience• Understanding of user’s needs and

behavior

SWOT Analysis

Strengths

• Weak CTR of advertisements• Social network lacks of some features• One source of revenues –

advertisements on Facebook• Attitude towards users’ privacy• Lack of website customization• Weak protection of users’ information

SWOT Analysis

Weakness

• Increasing number of people using Facebook through mobile devices•Expansion to China•Diversify sources of revenue•Open Facebook marketplace

SWOT Analysis

Opportunities

• Increasing number of mobile internet users•Users using ad-block extensions• Slow growth rate of online advertising• Identity thefts•Weak business model

SWOT Analysis

Threats

Micro Environment

• The Facebook• No supplier• No Intermediaries• Twitter, LinkedIn,

Yahoo, Google• People behavior• WE!!!

Micro Environment

• The Facebook• No supplier• No Intermediaries• Twitter, LinkedIn,

Yahoo, Google• People behavior• WE!!!