How the Big Brands do Facebook Marketing Hashtag: #amafbhttp://bit.ly/amafb All Facebook af

Sharing on Facebook, Twitter, etc. Hashtag: #amafbhttp://bit.ly/amafb Social Media Evangelist Justin on on on on Facebook Founder

3rd era of the Web Search Volume Index - Google Trends Hashtag: #amafbhttp://bit.ly/amafb

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 )*** 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 *** Hashtag: #amafbhttp://bit.ly/amafb

Shift from portals to social Hashtag: #amafbhttp://bit.ly/amafb

Facebook is the world’s most visited site vs * Compete.com comparing visits Hashtag: #amafbhttp://bit.ly/amafb

Facebook Sends More Traffic to News Sites than Google vs 4% 3% 2% 1% 01/200901/201007/2009 Upstream visits to news and media from Google News and Facebook from Hitwise Hashtag: #amafbhttp://bit.ly/amafb

Facebook is the world’s network Hashtag: #amafbhttp://bit.ly/amafb

~500,000,000 Facebook Users Hashtag: #amafbhttp://bit.ly/amafb

~5,000,000,000 Facebook Posts per Week Hashtag: #amafbhttp://bit.ly/amafb

Facebook’s largest demographic is Hashtag: #amafbhttp://bit.ly/amafb

Facebook Marketing Basics Hashtag: #amafbhttp://bit.ly/amafb

Destination vs. Traffic Source Hashtag: #amafbhttp://bit.ly/amafb 6 hours per month Referrers more traffic than Google News Ads that link into Facebook have higher CTRs

Facebook Marketing Strategies Hashtag: #amafbhttp://bit.ly/amafb MonitoringCampaignsRelationships Pages/Wall/Interact ions Groups Native Custom Engagement Customer service Ambassadors

Native Campaigns Hashtag: #amafbhttp://bit.ly/amafb VideoEventsFan Virtual GiftPollProduct Sample

Classic Marketing Campaign Funnel Action Demand Interest Awareness Hashtag: #amafbhttp://bit.ly/amafb

Facebook Marketing Campaign Cycle Experience Value Exchange Awareness Hashtag: #amafbhttp://bit.ly/amafb

Facebook Marketing Campaign Cycle Experience Value Exchange Awareness Hashtag: #amafbhttp://bit.ly/amafb Earned Owned Paid

Facebook Marketing Campaign Cycle Experience Value Exchange Awareness Hashtag: #amafbhttp://bit.ly/amafb Earned Owned Paid Pages Ads Apps Plugin

Facebook Marketing Campaign Cycle Experience Value Exchange Awareness Hashtag: #amafbhttp://bit.ly/amafb Earned Owned Paid Pages Ads Apps Plugin Conversions Transactions

The Facebook Marketer’s Toolbox PagesAdsAppsPlugins Wall Interactions Updates Events Media Self-serve Ad rep In app Media buyers Standalone Tabs Iframe Permissions Like Login Recommend Activity streams More Hashtag: #amafbhttp://bit.ly/amafb

Facebook Campaigns Contests Sweepstakes Virtual Gifts Polls Coupons Quizzes Product Samples Hashtag: #amafbhttp://bit.ly/amafb

Facebook Advertising Home Page Video Comment Event Fan Virtual Gift Poll Sampling Standard Rest-of-site Hashtag: #amafbhttp://bit.ly/amafb

Facebook Fan Page Wall Comments Likes Info Photos Videos Events Polls Discussion Hashtag: #amafbhttp://bit.ly/amafb

Facebook Applications Games Stores Campaigns Customer Service Landing Pages Media Players Services Booking Engines Hashtag: #amafbhttp://bit.ly/amafb

Facebook Social Plugins Like Button Recommendations Login with Faces Comments Activity Feed Like Box Facepile Live Stream Hashtag: #amafbhttp://bit.ly/amafb

Facebook’s Top Brands Hashtag: #amafbhttp://bit.ly/amafb

Top brands are shifting their budgets From microsites to social From $20MM Superbowl ad to social Hashtag: #amafbhttp://bit.ly/amafb

Hashtag: #amafbhttp://bit.ly/amafb 10 Biggest Brands On Facebook Facebook Starbucks Twilight South Park Coca-Cola Skittles Oreo Lost Red Bull Scrubs

Hashtag: #amafbhttp://bit.ly/amafb 5 Case Studies Of Brands vitamin water Marshalls - $5,000 Wardrobe Competition Doritos Advergame Bing – Farmville Promotion Scion – tC Release Video

Hashtag: #amafbhttp://bit.ly/amafb 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

Hashtag: #amafbhttp://bit.ly/amafb 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

Hashtag: #amafbhttp://bit.ly/amafb 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

Hashtag: #amafbhttp://bit.ly/amafb 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

Hashtag: #amafbhttp://bit.ly/amafb 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

Value of a Facebook Fan Source: 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 $ Hashtag: #amafbhttp://bit.ly/amafb

Facebook Marketing Ecosystem Hashtag: #amafbhttp://bit.ly/amafb

The Social Platform Management Market AgenciesToolsPlatform Mgmt. Full Service Social Creative Social Developer App & Ad ManagementMulti-Platform Support Relationship Management Campaign Management Razorfish Mr. Youth Powered Wildfire Transpond Social Amp Context Optional Involver Vitrue Hashtag: #amafbhttp://bit.ly/amafb

Multi-channel Dashboards Publishing tools Moderation Escalation Audit trails Social apps Relationship Management Hashtag: #amafbhttp://bit.ly/amafb

Facebook Marketing Challenges Hashtag: #amafbhttp://bit.ly/amafb

Hashtag: #amafbhttp://bit.ly/amafb 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 Hashtag: #amafbhttp://bit.ly/amafb

No ad conversion tracking inside Facebook ? Hashtag: #amafbhttp://bit.ly/amafb

Scattered data sources Hashtag: #amafbhttp://bit.ly/amafb

Facebook’s analytics covers core Hashtag: #amafbhttp://bit.ly/amafb Wall Page Core API Insights

Webtrends tracks the platform vv Ads Wall Page Core API Insights Webtrends Platform Hashtag: #amafbhttp://bit.ly/amafb AA Custom Tabs & Apps

Platform Conversion Optimization Retargeting Awareness Subscription Engagement Volume Fans Page/Media Views Interactions Aggregate Demographics Influencers Conversions/Transac tions Attribution Profile Data 2-3 Days Hours to Minutes Value Data Richness API Insights Facebook Data Value Pyramid Hashtag: #amafbhttp://bit.ly/amafb

Advice Hashtag: #amafbhttp://bit.ly/amafb

Buy ads Create apps Measure success 3 tips to get started Hashtag: #amafbhttp://bit.ly/amafb

Viewing Facebook as a traffic source Doing nothing Privacy debacles 3 things to avoid Hashtag: #amafbhttp://bit.ly/amafb

Questions? Hashtag: #amafbhttp://bit.ly/amafb