how the big brands do facebook marketing

How the Big Brands do Facebook Marketing

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

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Social Media EvangelistJustin Kistner Nick O’Neill@Webtrends@justinkistner on Twitter@justinkistner on Facebook

@AllFacebook (part of @SocialTimes)@allnick on Twitter@NickOneill on Facebook

Founder

3rd era of the Web

Search Volume Index - Google Trends


Social media usage is exploding

• 3 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, it’s 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


Shift from portals to social


Facebook is the world’s most visited site

vs vs

* Compete.com comparing visits


Facebook Sends More Traffic toNews Sites than Google

vs4%

3%

2%

1%

01/2009 01/201007/2009

Upstream visits to news and media from Google News and Facebook from Hitwise


Facebook is the world’s network


~500,000,000Facebook Users


~5,000,000,000Facebook Posts per Week


Facebook’s largestdemographic is 35-54


Facebook Marketing Basics


Destination vs. Traffic Source


6 hoursper

month

Referrers more traffic than Google

News

Ads that link into Facebook have

higher CTRs

Facebook Marketing Strategies


Monitoring Campaigns Relationships

•Pages/Wall/Interactions

•Groups

•Native

•Custom

•Engagement

•Customer service

•Ambassadors

Native Campaigns


Video Events Fan

Virtual Gift Poll Product Sample

Classic Marketing Campaign Funnel


Facebook Marketing Campaign Cycle




•Earned•Owned•Paid




•Pages•Ads•Apps•Plugin




•Pages•Ads•Apps•Plugin

•Conversions•Transactions

The Facebook Marketer’s Toolbox

Pages Ads Apps Plugins

•Wall

•Interactions

•Updates

•Events

•Media

•Self-serve

•Ad rep

•In app

•Media buyers

•Standalone

•Tabs

•Iframe

•Permissions

•Like

•Login

•Recommend

•Activity streams

•More


Facebook Campaigns

•Contests•Sweepstakes•Virtual Gifts•Polls•Coupons•Quizzes•Product Samples


Facebook Advertising

•Home Page•Video Comment•Event•Fan•Virtual Gift•Poll•Sampling•Standard•Rest-of-site


Facebook Fan Page

•Wall•Comments•Likes•Info•Photos•Videos•Events•Polls•Discussion


Facebook Applications

•Games•Stores•Campaigns•Customer Service•Landing Pages•Media Players•Services•Booking Engines


Facebook Social Plugins

•Like Button•Recommendations•Login with Faces•Comments•Activity Feed•Like Box•Facepile•Live Stream


Facebook’s Top Brands


Top brands are shifting their budgets

From microsites to socialFrom $20MM Superbowl ad

to social



10 Biggest Brands On Facebook

•Facebook

•Starbucks

•Twilight

•South Park

•Coca-Cola

•Skittles

•Oreo

•Lost

•Red Bull

•Scrubs


5 Case Studies Of Brands

•vitamin water

•Marshalls - $5,000 Wardrobe Competition

•Doritos Advergame

•Bing – Farmville Promotion

•Scion – tC Release Video


vitamin water New Beverage

•vitamin water connect contest

•$5,000 prize

•Users voted on a flavor and selected “black cherry-lime”

•Flavor tasted horrible but received plenty of coverage


Marshalls $5000 Wardrobe

•Users become fans of Marshalls

•TV Promotion used to drive users to page

•Each week there is a video quiz

•Completing quizzes earns keys

•One key unlocks $1,000 prize each week


Doritos Advergame

•Campaign uses Facebook Connect to customize a video game experience

•Users need a bag code to gain access to the video

•Huge promotion budget to create complex game

•Users must log in with Facebook to access


Bing Farmville Promotion

•Gained 400,000 fans with “Become a Fan” call to action button

•Users received farm cash in exchange for fanning

•No knowledge of amount spent but most likely $1 million+

•Updates to those fans drove 20,000 click throughs on content


Scion tC Release

•Video promotion that places user profile data in the video promotion

•Displays friends information as well within the promotion

•You can view the video at http://bit.ly/scionfb

Value of a Facebook Fan

Source: 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 McDonald’s who presented an annual value to the organization of $508.16


Facebook Marketing Ecosystem


The Social Platform Management Market

Agencies Tools Platform Mgmt.

•Full Service

•Social Creative

•Social Developer

•App & Ad Management •Multi-Platform Support•Relationship Management•Campaign Management

•Razorfish•Mr. Youth•Powered

•Wildfire•Transpond•Social Amp

•Context Optional•Involver•Vitrue


•Multi-channel•Dashboards•Publishing tools•Moderation•Escalation•Audit trails•Social apps

Relationship Management


Facebook Marketing Challenges



Measuring Success

•Many brands invest in awareness building, not just purchase conversion

•Facebook ads can drive new fans as well as purchases, goals must be defined

•Strategy depends on company’s aims, many have been experimental but social media budgets are expanding

Traditional “tagging” doesn’t work

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No ad conversion tracking inside Facebook

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

Scattered data sources


Facebook’s analytics covers core


Wall

Page

Core

API

Insights

Webtrends tracks the platform

vvvv

Ads

Wall

Page

Core

API

Insights

Webtrends

Platform


AAAACustom Tabs & Apps

Platform

ConversionOptimizationRetargeting

AwarenessSubscriptionEngagement

Volume

FansPage/Media ViewsInteractionsAggregate Demographics

InfluencersConversions/TransactionsAttributionProfile Data

2-3 Days

Hours to Minutes

Val

ue

Dat

a R

ichn

ess

API

Insights

Facebook Data Value Pyramid


Advice


Buy adsCreate apps

Measure success

3 tips to get started


Viewing Facebook as a traffic sourceDoing nothing

Privacy debacles

3 things to avoid


@justinkistner @allnick

Questions?


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