Reggie Bradford, Vitrue
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Facebook Marketing
Reggie BradfordCEO & Founder
Vitrue Inc.
Ac! 10
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Getting Your Facebook Message into the End Zone
Reggie BradfordCEO & Founder Vitrue
What’s Next DCJanuary 24, 2011
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Vitrue is the leading provider of social media messaging soIware to help brands harness the vast markeMng
potenMal of:
Who We Are
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Today’s Presentation Objectives
• Overview of the social media landscape and markeMng
opportunity Facebook provides
• The role technology will play to broaden the potenMal for
marketers to manage and message their fans
• Share thoughts on where social media markeMng is heading
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Growing Importance of Social Media
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A growing audience of ac/ve users
•Global Mme spent on social media increased 82% from 2008 to 2009 (Nielsen, January 2010)
• 90% of respondents trust the recommendaMons froma person they know (Nielsen, April 2009)
• Facebook has over 500MM acMve users, with each having 130 friends on average (Facebook Sta7s7cs, 2010)
How this translates to a shi6 in marke/ng...
• 52% of surveyed brand representaMves worldwide agree that social media provides an opportunity to reach new consumers, expanding their business. (eMarketer, Aug 2010)
• A study of 1,000-‐plus marketers shows that 66% of those marketers will increase their budgets for social media spending (MediaPost, Feb 2010)
•More than one million websites have integrated with the Facebook Pla_orm (Facebook Press Office, Oct 2010)
Facebook Stats, Dec. 2010
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vs.
Outbound Marketing
Television
Print Ads
Radio/Broadcast
Direct Mail
Inbound Marketing
Social Media
Blogs
Search Engine Optimization
Word of Mouth
Marketing Channels
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Average Facebook Use
• Users interact with over 900 million objects
• Average user is connected to 80 community pages, groups and events
• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month
(Facebook Sta7s7cs, 2010)
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Vitrue Scale
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• Over 400MM Facebook connecMons(aka Fans) served;
• Spanning over 47 countries;
• Created over 54,000 posts, with 30MM clicks, 400,000 shares and 1.8MM A/V plays, moderaMng over 1.5MM posts and over 22MM comments and likes;
• Currently managing over 2,000 Pages across every major verMcal from CPG to consumer electronics to auto to QSR to beverage to retail;
• Powerful, scaleable pla_orm built for the largest marketers and agencies on the globe; and
• Industry-‐leading innovaMon year-‐over-‐year.
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Messaging provides reach
On average, content that receives 1,000 page views on a Facebook Tab will receive 110,000 views when published to
the Wall. That is a 110x (10,900%) increase in reach.
Content Added to a Tab Content Published to Wall
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On Mobile DevicesConsumers “check-in” and receive messages.
On Branded WebsitesOver 1 million websites have integrated social plugins.
On Social NetworksBrands have increasing presence on social networks.
Messaging spans multiple platformsVitrue products leverage existing APIs and user bases to allow brands to communicate with consumers any time, any place.
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Innovation: The Facebook News Feed
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•Wall Apps garner 110 /mes greater reach (Vitrue May 2010 research)
•Wall Apps are published inside the Facebook Fan’s news feed
• Engagement happens for brands without fans leaving the news feed
•Standard Wall Apps• Photos, Videos, Trivia, Polls, Quizzes, Surveys, Coupons, Sampling, Sweepstakes, Mailing List, Causes, Email AcquisiMon, Polls, Slide Shows and more coming
•Custom Wall Apps• Available to meet unique funcMonality or design requirements
• Use exisMng games, banners and widgets (any SWF file)
Wall Apps
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Email Capture
Poll
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Where We Are Headed
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OpMmize delivery of content by targeMng using Facebook’s Open Graph objects and Places
Target the right people where they interact with your brand
Targeting
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Tap into your local market by messaging and targeting fan who are engaging with your
brand at a local level
Facebook Places
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Facebook Deals
Individual DealOne-time deals associated with a single check-in
Friend DealDeals for groups of people who check in together
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Facebook Deals
Loyalty DealDeals for frequent customers, uses a punchcard to track the number of check ins
Charity DealPledge to donate to a charity or organization with customer check-ins
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Geotargeting
• Target Facebook posts based on locaMon and/or language
• Reach fans who are likely to be engaged by locaMon/language specific content
• Create targeted posts without leaving the Publisher interface
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Importance of Open Graph
• We have opMmized our product suite around the core concept of Social Media Messaging.
• “Open Graph” (Facebook) and “Places” (Facebook, foursquare, and Gowalla) features are creaMng a massive number of channels to which marketers can message.
• The ability to segment fans and followers on social networks, then publish targeted, engaging, Mmely messages to those fans and followers will rapidly become a core competency for every consumer brand.
Hot concert in your town!
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• Allowing marketers to extend their social interacMons to mobile users of Facebook Places, Foursquare and Gowalla via the Social RelaMonship Management (SRM) pla_orm and will be a logical product upgrade for our many exisMng clients.
• The pla_orm will allow a marketer to craI a simple, intuiMve call to acMon. Specifics can vary, but at its core the message will be: “Check in, get stuff.” That message will be surfaced in brick-‐and-‐mortar retail locaMons, via exisMng loyalty programs, etc.
• Each check-‐in will generate a return message with a deal. That message also:
Extending Messaging to Mobile Devices
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-‐ Allows the user to share the deal with their friends
-‐ Provides the marketer with a word of mouth endorsement, since check-‐ins are reported to the user’s news feed (Facebook users have an average of 130 friends each)
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Managing Connections Across the Open Graph
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Once you acquire fans, learn what they like and where they are, you can further target your audience online.
Defining Target Audiences
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facebook.com/vitrue
@vitrue
youtube.com/vitrue
vitrue.com/blog/feed
for the latest trends, insights + product innovations...
for more from Reggie
@ReggieBradford