How the Big Brands do Facebook Marketing

How the Big Brands do Facebook MarketingPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbAll Facebook

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Sharing on Facebook, Twitter, etc.Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbSocial Media EvangelistJustin KistnerNick ONeill@Webtrends@justinkistner on Twitter@justinkistner on Facebook@AllFacebook (part of @SocialTimes)@allnick on Twitter@NickOneill on FacebookFounder

3rd era of the WebSearch Volume Index - Google TrendsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Social media usage is exploding3 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, its 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: #amafbhttp://bit.ly/amafb

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Shift from portals to social

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Facebook is the worlds most visited sitevsvs

* Compete.com comparing visitsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Facebook Sends More Traffic toNews Sites than Google

vs4%3%2%1%01/200901/201007/2009Upstream visits to news and media from Google News and Facebook from HitwisePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Facebook is the worlds networkPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

~500,000,000Facebook UsersPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

~5,000,000,000Facebook Posts per WeekPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Facebooks largestdemographic is 35-54Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Facebook Marketing BasicsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Destination vs. Traffic SourcePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb6 hoursper monthReferrers more traffic than Google NewsAds that link into Facebook have higher CTRs

6 hours per month is more than all Google, MSN/Bing, and Yahoo! properties combined*

Facebook Marketing StrategiesPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

MonitoringCampaignsRelationshipsPages/Wall/InteractionsGroupsNativeCustomEngagementCustomer serviceAmbassadors

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Native CampaignsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbVideoEventsFanVirtual GiftPollProduct Sample

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Classic Marketing Campaign FunnelPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

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Facebook Marketing Campaign CyclePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

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Facebook Marketing Campaign CyclePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbEarnedOwnedPaid

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PagesAdsAppsPlugin

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PagesAdsAppsPlugin

ConversionsTransactions

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The Facebook Marketers ToolboxPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

PagesAdsAppsPluginsWallInteractionsUpdatesEventsMediaSelf-serveAd repIn appMedia buyersStandaloneTabsIframePermissionsLikeLoginRecommendActivity streamsMore

Facebook CampaignsContestsSweepstakesVirtual GiftsPollsCouponsQuizzesProduct Samples


Facebook AdvertisingHome PageVideo CommentEventFanVirtual GiftPollSamplingStandardRest-of-site


Theres self-service or ad reps. Engaging with ad reps means spending $40K or more per year on advertising. All Nippon Airways experienced high performing ad campaigns resulting in CTR of 8 - 12%. Their well-targeted Facebook Ads averaged 25% CTR.*

Facebook Fan PageWallCommentsLikesInfoPhotosVideosEventsPollsDiscussion


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Facebook ApplicationsGamesStoresCampaignsCustomer ServiceLanding PagesMedia PlayersServicesBooking Engines


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Facebook Social PluginsLike ButtonRecommendationsLogin with FacesCommentsActivity FeedLike BoxFacepileLive Stream


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Facebooks Top BrandsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Top brands are shifting their budgetsFrom microsites to socialFrom $20MM Superbowl adto socialPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb10 Biggest Brands On FacebookFacebookStarbucksTwilightSouth ParkCoca-Cola

SkittlesOreoLostRed BullScrubs

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb5 Case Studies Of Brandsvitamin waterMarshalls - $5,000 Wardrobe CompetitionDoritos AdvergameBing Farmville PromotionScion tC Release Video

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbvitamin water New Beveragevitamin water connect contest$5,000 prizeUsers voted on a flavor and selected black cherry-limeFlavor tasted horrible but received plenty of coverage

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbMarshalls $5000 WardrobeUsers become fans of MarshallsTV Promotion used to drive users to pageEach week there is a video quizCompleting quizzes earns keysOne key unlocks $1,000 prize each week

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbDoritos AdvergameCampaign uses Facebook Connect to customize a video game experienceUsers need a bag code to gain access to the videoHuge promotion budget to create complex gameUsers must log in with Facebook to access

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbBing Farmville PromotionGained 400,000 fans with Become a Fan call to action buttonUsers received farm cash in exchange for fanningNo 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: #amafbhttp://bit.ly/amafbScion tC ReleaseVideo promotion that places user profile data in the video promotionDisplays friends information as well within the promotionYou can view the video at http://bit.ly/scionfb

Value of a Facebook FanSource: http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf 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 McDonalds who presented an annual value to the organization of $508.16


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Facebook Marketing EcosystemPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

The Social Platform Management MarketRazorfishMr. YouthPowered

WildfireTranspondSocial Amp

Context OptionalInvolverVitrue


AgenciesToolsPlatform Mgmt.Full ServiceSocial CreativeSocial DeveloperApp & Ad ManagementMulti-Platform SupportRelationship ManagementCampaign Management

Multi-channelDashboardsPublishing toolsModerationEscalationAudit trailsSocial apps

Relationship ManagementPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

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

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbMeasuring SuccessMany brands invest in awareness building, not just purchase conversionFacebook ads can drive new fans as well as purchases, goals must be definedStrategy depends on companys aims, many have been experimental but social media budgets are expanding

Traditional tagging doesnt work


No ad conversion tracking inside Facebook

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Clickthrough rates are higher and conversion rates are higher when the campaign stays inside Facebook. *

Scattered data sourcesPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Facebooks analytics covers corePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

WallPageCore

API

Insights

Webtrends tracks the platform

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AdsWallPage

Core

API

InsightsWebtrendsPlatform

Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbACustom Tabs & Apps

Platform

ConversionOptimizationRetargetingAwarenessSubscriptionEngagementVolumeFansPage/Media ViewsInteractionsAggregate DemographicsInfluencersConversions/TransactionsAttributionProfile Data2-3 DaysHours to MinutesValue

Data RichnessAPIInsightsFacebook Data Value PyramidPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

AdvicePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Buy adsCreate appsMeasure success3 tips to get startedPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

Viewing Facebook as a traffic sourceDoing nothingPrivacy debacles3 things to avoidPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

@justinkistner @allnick

Questions?Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb

*6 hours per month is more than all Google, MSN/Bing, and Yahoo! properties combined*

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*Theres self-service or ad reps. Engaging with ad reps means spending $40K or more per year on advertising. All Nippon Airways experienced high performing ad campaigns resulting in CTR of 8 - 12%. Their well-targeted Facebook Ads averaged 25% CTR.*

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*Clickthrough rates are higher and conversion rates are higher when the campaign stays inside Facebook. *

How the Big Brands do Facebook Marketing

Technology

Transcript of How the Big Brands do Facebook Marketing