Facebook, Inc.

Ø It is a social networking service launched on 2004 and was founded by Mark Zuckerberg at age 23 while studying psychology at Harvard.

Ø Within 24 hours, 1,200 Harvard students had signed up, after a month, over half of the undergraduate population had a profile.

Ø Came first as Facesmash and was then called Thefacebook before the actual name.

Ø Extended to other universities eventually, becoming Facebook.com in 2005 after purchasing the address for $200,000.

Background of Facebook

Ø Features have continued to develop during 2007: users could give gift to friends, post free classified advertisements and even develop their own applications.

Ø After years, only available for schools and universities, in 2006 opened to everyone aged 13 and older with a valid email address.

Ø As of 2011, it had become the largest online photo host.

Ø On 2013, Facebook announced on its newsroom that it was introducing clickable hashtags to help users follow trending discussions, or search what others are talking about on a topic.

Background of Facebook

Ø There are over 1.86 billion monthly active Facebook users worldwide.

Ø Age 25 to 34, at 29.7% of users, is the most common age demographic.

Ø There are 1.23 billion people that log onto Facebook daily, 1.15 billion onto mobile daily.

Ø On Thursdays and Fridays, engagement is 18% higher.

Ø 42% of marketers reported that Facebook is critical or important to their business.

User Base

Ø There are two different options for creating an advertisement on the site: Facebook ads creator and the Power Editor.

Ø Able to develop and advertise unpublished posts; filter the view by campaign, ad set or tag.

Ø Create bulk advertisements with the ability to import and export excel documents.

Ø Use the Audiences selection to save target groups, custom audiences and lookalike audiences.

How advertisers can use the service

Ø Page Post Engagement: promoteposts.

Ø Page Likes: get likes to grow.

Ø Clicks to Website: get visits on your website.

Ø Website Conversions: get people to perform certain actions on your site.

Ø App Installs: get people to install your mobile or desktopapp.

Ø App Engagement: get people to use your desktop app.

Ø Event Responses: increase eventattendance.

Ø Offer Claims: create offers for people to redeem at store.

Campaign Objectives

Ø Choose campaign budget which can

be set on a daily or lifetime

basis, picking start and end

dates.

Ø Choose the right audience by

location, age, interests, gender,

languages, education level,

relationship status, political

views, whether they are connected

to the page.

Ø Choose a placement for the

advertisement at three main

locations on the site.

Campaign Objectives

Ø ROI is measured and analyzed for the ads

so companies can assess their value to

the business and know which ads are worth

running again.

Ø After the campaign, evaluate the results to

determine whether that campaign was

successful and received enough benefit from

the investment.

Ø Rerun campaigns with strong ROI and eliminate or alter the weaker ones.

Ø Key to track social ROI on Facebook

ads is Facebook Insights, a free

tool accessible by all admins on

the page.

How success, ROI and Monetization are measured

Ø It tells a lot about the social impact of

the campaigns, showing detailed numbers

that explain what is happening, such as how

many likes you have received on a week.

Ø Through Insights, review which of your

recent likes were organic and which came

from ad campaigns.

Ø Compare paid likes to the campaigns

happening at the time to evaluate their

contribution to new likes—thus, their

social ROI value.

Ø Facebook Insights will show you how

much paid reach from boosted and

promoted posts you have, as opposed

to organic reach.


Ø Insights will let you see exactly how

much traffic is paid versus organic.

Ø View all your posts and their

individual stats on reach and number of

post clicks, likes, shares and

comments.

Ø Google Analytics shares how social

engagement directly impacts your

business off from Facebook.

Ø You will see how many users arrived on

your website from your Facebook page

or Facebook in general, which helps

evaluate the social impact of your

page.


Ø You can see how long the users who came

from your tagged CPC campaign stayed

on your site and whether they visited

other pages.

Ø Monetized links are the immediate way

to see earnings, it would be monetizing

by posting links/articles.

Ø Sell sponsored posts for other

companies to promote their

products/brand.

Ø Share affiliate links and if the

audience buys through this link, you

get a small percentage from the sale.


Ø The winner that took the blue honor

awards from Facebook as the best and

most creative advertisement was the Ice

Bucket Challenge.

Ø People with ALS raised awareness of the

condition by having people to do this

challenge and post videos of it with the

goals of awareness, online traffic and

sales.

Ø It resulted on 17 million videos from

159 countries, including Mark Zuckerberg

and Bill Gates and generated 70 billion

video views, raising $220 million.

Ø Zero dollars were spent to promote the

challenge and 440 million people saw it.

Examples of Creative Advertisement

Ø Another ad was KAFA, which gained

the gold New Frontier award.

Ø This campaign for a women’s right

group supported legislation in

Lebanon to protect women from

domestic violence.

Ø Its ‘red thumb’ became a symbol of

the cause, with an awareness goal.

Ø It resulted on 20,000 red thumbs

shared, 700 percent increase in

online conversation about domestic

violence, gardening $1.7 million in

free media.

Examples of Creative Advertisement

Ø Burt’s Bees is a successful brand and now

also successful as a Facebook business

page.

Ø The company able the customers to buy

products directly from Facebook and watch

the Employee Spotlight video series.

Ø They post a lot of videos and tips to the

customers to make the page have more

views and likes, engaging contact with

their fans.

Ø Uses Facebook to introduce new products

interactively.

Ø Since last year, the company doubled the

number of fans on the page.

Example of a successful Facebook business page

Ø Facebook changed how people keep

in touch: had solidified itself

as an important tool for people

to stay in touch with those they

love or met briefly.

Ø It changed the way people share

their lives: what used to be

personal is now plastered on

social profiles.

Ø Facebook changes how people

consume content: people do not

post only about personal life but

also post news and content that

are important to each.

How the service has transformed the industry

Ø It changed the way people see

privacy: knowing everything

each person, such as schools,

friends, where people work and

what they are doing.

Ø Helps local businesses to

compete in a big scale with

the business pages.

Ø Able companies to grow

virtually and follow stats

with the Insights page.

How the service has transformed the industry

Ø First recommendation: create a topic-based news feed

filtering. This would allow

people to filter out

discussions that they are not

interest in seeing, such as

politics, religion, sports and

others categories. Posts would

be organized more by

keywords, creating the option

to block, for an example, all

political content from your

news feed.

Recommendation on How the Service Could Improve Going Forward

Ø Second recommendation:

turn able the possibility

to have analytics

available for personal

posts instead of just

having this option for

Facebook pages. Users

might be curious to see

the reach on their

personal posts.


Ø Third recommendation:

there are a lot of fake

contests on Facebook just

to improve page likes or

profile followings.

Creating a verification

symbol to each verified

contest to know which ones

are trustworthy would

alert users and make them

feel safer to share.


Ø In 2013, Facebook users shared

approximately 41,000 posts per

second, per online-advertising

company Qmee — that's more than 2.4

million posts every minute.

Ø On average, the Like and Share

Buttons are viewed across almost 10

million websites daily.

Ø In Europe, over 307 million people

are on Facebook.

Ø Five new profiles are created every

second.

Ø Facebook users are 76% female (out

of 100% of all females) and 66%

male (out of 100% of all males).

Interesting Statistics about Facebook

Ø There are 83 million fake

profiles.

Ø Every 60 seconds on Facebook:

510,000 comments are posted,

293,000 statuses are updated,

and 136,000 photos are uploaded.

Ø 42% of marketers reported that

Facebook is critical or

important to their business.

Ø 16 Million local business pages

have been created as of May 2013

which is a 100 percent increase

from 8 million in June 2012.

Interesting Statistics about Facebook

Ø Facebook is the most popular social

media in Brazil.

Ø It came to substitute a very popular

social media over there called Orkut.

Ø Brazil is the third country more

active in Facebook, losing only for

the USA and India.

Ø There are about 103 million users in

Brazil, 1/3 of the population.

Ø 54% of those 103 million are female

users.

Facebook in Brazil

References• Dey, Aditya (June 13, 2013). “Facebook Introduces Hashtags to its Users”. TechStake-Technology News Blog. Retrieved on February 4, 2017

from http://www.techstake.org/2013/06/facebook-introduces-hashtags-to-its-users.html

• Gotter, A. (2015, February 23). How to Measure Social ROI on Facebook Ads. Retrieved February 04, 2017, from

http://www.socialmediaexaminer.com/measure-social-roi-on- facebook-ads/

• Lafferty, J. (2013, May 17). 5 Changes That Would Greatly Improve Facebook. Retrieved February 04, 2017, from

http://www.adweek.com/digital/5-changes-that-would-greatly-improve-facebook/

• Patterson, M. (2017, January 31). A Beginner's Guide to Facebook Advertising. Retrieved February 04, 2017, from

http://sproutsocial.com/insights/facebook-advertising-guide/

• Ribeiro, L. (2016, June 11). Quais são as redes sociais mais usadas no Brasil. Retrieved February 04, 2017, from

http://marketingdeconteudo.com/redes-sociais-mais-usadas-no-brasil/

• Sloane, G. (2015, June 15). Here Are the 12 Best Facebook Marketing Campaigns from the Past Year. Retrieved February 04, 2017, from

http://www.adweek.com/digital/here-are-12-best-facebook-marketing-campaigns-last-year-165332/

• Staff, I. (2011, March 21). 20 Best Company Facebook Pages. Retrieved February 04, 2017, from http://www.inc.com/ss/20-best-company-

facebook-pages

• Wagner, K. (2014, February 04). 8 Ways Facebook Changed the World. Retrieved February 04, 2017, from

http://mashable.com/2014/02/04/facebook-changed-the-world/#WO7Pfpg0raqQ

• Zephoria. (2017, February 02). Top 20 Facebook Statistics - Updated January 2017. Retrieved February 04, 2017, from

https://zephoria.com/top-15-valuable-facebook-statistics/

Facebook, Inc.

Social Media

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