theme
Post on 04-Jan-2016
62 Views
Preview:
DESCRIPTION
TRANSCRIPT
Big Brands & Facebook: Demographics, Case Studies & Best Practices
Charlene LiVice President & Principal AnalystForrester Research
October 8, 2007
3Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Theme
Facebook marketing requires communicating,
not advertising
4Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Agenda
• What are the demographics of Facebook users?
• What are some best practices for brand marketing on Facebook?
5Entire contents © 2007 Forrester Research, Inc. All rights reserved.
The demographics of Facebook
• 56.3% female
• 58.4% have some college education
• 14% are non-white
• 34% work as professionals, executives, sales, education, or technical
» 12% are full time students
• 12% have children under 16
6Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Facebook users have “aged” over the past year
20%
35%
8%
36%
21%
23%
11%
45%
Under 18
18-24
25-34
35+
August 2006August 2007
Source: Nielsen//NetRatings
7Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Facebook demographics best practices
• Anticipate that the demographics will change rapidly over the next 12-18 months
• Adjust your marketing plans and plan for flexibility
• Beware of relying on what worked yesterday, especially with fickle college students and newbie 35+ users
8Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Agenda
• What are the demographics of Facebook users?
• What are some best practices for brand marketing on Facebook?
9Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Microsoft handles IAB standard ad sales
10Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Targeting beyond demos
11Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Facebook’s News Feed Ads insert targeted messages
4-26% CTR for sponsored News Feed stories
12Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Facebook Flyers give self-service control
13Entire contents © 2007 Forrester Research, Inc. All rights reserved.
14Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Theme
Facebook marketing requires communicating,
not advertising
15Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Sponsored Groups
• Group page with customized navigation, look & feel
• Usually includes a significant media buy to drive traffic to the sponsored group page
» Display ads and flyers
» Newsfeed targeting
• Costs usually in the six figures for a three month engagement
• Note that any company can set up a group for free
16Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Jeep treats social networks like another channel
17Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Misses a chance to create a unique community
18Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Victoria’s Secret also looks like an ad…
19Entire contents © 2007 Forrester Research, Inc. All rights reserved.
But the community is highly engaged
20Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Crest White Strips case study
Targeted 20 colleges
Offered free concerts and movie screenings
Live chat facilitate interactions
Measured sales impact at nearby stores
21Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Ernst & Young engages in a conversation to recruit college students
22Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Sponsored Groups best practices
• Understand how similar groups meet/don’t meet needs already
• Create a unique experience that
• Enable discussion board, The Wall, photos, etc.
• Read and respond to comments
• Be transparent about your role and perspective
23Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Why applications on Facebook are different
24Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Because I know Dave, his review has context
25Entire contents © 2007 Forrester Research, Inc. All rights reserved.
My colleague Peter Kim shares travel
26Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Application best practices
• Create useful apps that model what friends do naturally – share info, experiences, and laughs
• Plan out how to make your app viral
• Get feedback from users once you launch
27Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Recommendations
• Facebook marketing is about communicating, not advertising – so act appropriately
• Be a part of the Facebook experience
» More like content than advertising
• Tap into the reasons why friends share
• Listen, learn, and be ready to make mistakes
28Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Wal-Mart keeps trying – kudos for effort
29Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Charlene Li
+1 650/581-3833
cli@forrester.com
www.forrester.com
blogs.forrester.com/charleneli
Thank you
top related