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@justinkistner @danzarrella #5tools
The 5 Tools for Effective
Facebook Marketing
Justin KistnerSr. Manager of Social Product Marketing
Dan ZarrellaSocial Media Scientist
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@justinkistner @danzarrella #5tools
Social Is The #1 Online Activity• Social media is not only the
most popular activity online, it grew the most at 48% growth over last year.
• Social media was the most popular activity last year. It also grew the most last year tripling in time spent over 2008.
• Users spend 4 times as much time on social networks than they do email.
• Users spend a 1/3 less time on email this year than they did last year.
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@justinkistner @danzarrella #5tools
Fortune 100 site traffic decreasing
• Average percentage drop was 23.02%
• 68% of companies experienced negative growth in unique visits from 2009 –
2010[1] [1] Unique visits were monitored between Nov 2009 – Nov 2010
-100.00%
-50.00%
0.00%
50.00%
100.00%
150.00%
Yearly change in Unique Visits – Fortune 100 (2009-2010)
Cisco systems (139%)
Phillip Morris (-76.3%)
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@justinkistner @danzarrella #5tools
19,800,000 1,800,000
FACEBOOK FANS SITE VISITORS (MO.)
22,700,000 270,000
16,900,000 290,000
8,000,000 325,000
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@justinkistner @danzarrella #5tools
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@justinkistner @danzarrella #5tools
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@justinkistner @danzarrella #5tools
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@justinkistner @danzarrella #5tools
Website Integration
Pages
Ads
Apps
Analytics
Facebook’s Value Proposition
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@justinkistner @danzarrella #5tools
76%
50%
Visit Everyday
Links Clicked
1
5.1
Friend Network
130
310
FANS ARE
HARDCORE
USERS
Fans Avg. User
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@justinkistner @danzarrella #5tools
FANS ARE
CUSTOMERS
LOOKING
FOR DEALS,
NEWS &
COMMUNITY
Existing customers
84%
Want exclusive offers & benefits
83%
Buy more after becoming a fan
36%
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@justinkistner @danzarrella #5tools
Site
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@justinkistner @danzarrella #5tools
Like Button
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@justinkistner @danzarrella #5tools
Visually creates desire
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@justinkistner @danzarrella #5tools
Shares a link in the news feed
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@justinkistner @danzarrella #5tools
Discussion increases reach
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@justinkistner @danzarrella #5tools
Viral loop
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@justinkistner @danzarrella #5tools
And gives you fans to target ad offers
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@justinkistner @danzarrella #5tools
Pages
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@justinkistner @danzarrella #5tools
75%
59%
49%
Friend
Search
Brand Invite/Ad
What drives people to fan?
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@justinkistner @danzarrella #5tools
Fan Pages
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@justinkistner @danzarrella #5tools
Reaching fans with wall posts
EdgeRank filtered
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@justinkistner @danzarrella #5tools
- Touching, emotional stories
- Provocative, passionate debates
MOST
CLICKED ON
WALL POSTS
2-3X
- Important sports wins
- Simple, easy questions
1.5-2X
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@justinkistner @danzarrella #5tools
Where fan
messages
go to die
You try to
reach fans
by mail
Updates have poor reach
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@justinkistner @danzarrella #5tools
Target fans
• Paid delivery like email
• Deploying an app and not notifying fans is like launching the landing page for an email campaign but never sending the email
Ads reach all fans
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@justinkistner @danzarrella #5tools
Place Pages
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@justinkistner @danzarrella #5tools
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@justinkistner @danzarrella #5tools
Facebook Deals
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@justinkistner @danzarrella #5tools
Requires Check In
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@justinkistner @danzarrella #5tools
Unlocks a deal
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@justinkistner @danzarrella #5tools
Individual, loyalty, friend, & charity
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@justinkistner @danzarrella #5tools
Claimed deals become news feed posts
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@justinkistner @danzarrella #5tools
That link to your place page
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@justinkistner @danzarrella #5tools
Event Pages
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@justinkistner @danzarrella #5tools
Ads
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@justinkistner @danzarrella #5tools
Running Google Ads to Your Facebook Page
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@justinkistner @danzarrella #5tools
Social is demand generation
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@justinkistner @danzarrella #5tools
Search & Social
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@justinkistner @danzarrella #5tools
Feedback
VisibilityFans
Ads
Ad Targeting to Increase Feedback
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@justinkistner @danzarrella #5tools
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@justinkistner @danzarrella #5tools
ECOMM IS HIGHLY SOCIALSociability
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@justinkistner @danzarrella #5tools
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@justinkistner @danzarrella #5tools
State targeting makes little to no
impact on CTR
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@justinkistner @danzarrella #5tools
Education level impacts CTR
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@justinkistner @danzarrella #5tools
Fan
Targeting
Non-Fan
Targeting
Friend of
Fan
Targeting
Segmentation
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@justinkistner @danzarrella #5tools
people1,352,530
Web 2.0
10,401 people
Web 2.0
Connection Targeting
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@justinkistner @danzarrella #5tools
Avg. CTR of ads to non-fans
COLD
TARGETING
VS. FANS
.05%
Avg. CTR of ads to fans
.35%
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@justinkistner @danzarrella #5tools
Competitive Targeting
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@justinkistner @danzarrella #5tools
Having fans improves ad performance
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@justinkistner @danzarrella #5tools
Image Selection
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@justinkistner @danzarrella #5tools
Ad Multiplication
Images
Images
Images
Images
Images
Ad Copy
Ad Copy
Ad Copy
Ad Copy
Ad Copy
Interest Targeting
Interest Targeting
Interest Targeting
Interest Targeting
Interest Targeting
Unique Ad Combos
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@justinkistner @danzarrella #5tools
Ad Burnout
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@justinkistner @danzarrella #5tools
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@justinkistner @danzarrella #5tools
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@justinkistner @danzarrella #5tools
Apps
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@justinkistner @danzarrella #5tools
Website
Facebook Assets
Landing Page Choices
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@justinkistner @danzarrella #5tools
Website
Facebook Assets
ROI & Satisfaction
50%+Landing Page Choices
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@justinkistner @danzarrella #5tools
Facebook is a destination site
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@justinkistner @danzarrella #5tools
Engagement Apps
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@justinkistner @danzarrella #5tools
Commerce Apps
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@justinkistner @danzarrella #5tools
Social Commerce
• Analysts project $30 billion in Facebook store commerce by 2015, from $0 last year
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@justinkistner @danzarrella #5tools
Conversion Rates
COMMERCE
STATS
2-4%
Social Engagement Rate
17%
Avg. Time per Visit (50% growth Q1 2011)
2:50
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@justinkistner @danzarrella #5tools
Contests
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@justinkistner @danzarrella #5tools
Gamification
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@justinkistner @danzarrella #5tools
Extended Permissions
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@justinkistner @danzarrella #5tools
Ads
NewsfeedPosts
2000 px10 appstoo busy
• Using a single tab is like linking all Google Ads to your home page
• Need targeted landing apps
Busy Tabs Make Bad Landing Pages
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@justinkistner @danzarrella #5tools
Analytics
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@justinkistner @danzarrella #5tools
Earned Media
Display Ad Example
Vs.
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@justinkistner @danzarrella #5tools
Lead Value
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@justinkistner @danzarrella #5tools
Direct Coupon RedemptionAttribution can be tracked through the redemption of coupons that are
exclusive to Facebook pages.
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@justinkistner @danzarrella #5tools
Geographic Split Testing
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Facebook Insights
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@justinkistner @danzarrella #5tools
Page &
Graph Data
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@justinkistner @danzarrella #5tools
App measurement
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Questions?@justinkistner@danzarrella