A BRIEF INTRO TO FACEBOOK MARKETING

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User bio and wall Intelligence gathering and creating awareness Activity Marketing Interest Measurement Options None No No Aggregate data available in the self-serve ad tool None N/A Profiles offer Messages and Status Updates in addition to the Wall. Messages are like email, except Facebook offers no way to search, sort, filter, categorize, or flag messages. You can message people you aren't friends with, but doina so in hiaqh numbers will aet vour Transactional Metrics Visitor Level Metrics Monitoring Options Analysis Options Metrics Notes 

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!لد Title Activity Activity stream for users Marketing Interest Intelligence gathering and creating awareness Measurement Options Track Links Transactional Metrics No Visitor Level Metrics No Monitoring Options Clients such as Tweetdeck and Seesmic Analysis Options Manual data collection or API access Metrics Impressions and clicks per post Notes ay 

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Profiles for groups Intelligence gathering, creating awareness, campaigns, and direct marketing Activity Marketing Interest Measurement Options Insights from Facebook Limited No RSS feeds, Scoutlabs, etc. (for wall only) Excel (exportable CSV) Interactions, Interactions itemized (updates, comments, likes), Fans, Page views, Post Quality Pages can publish to the stream, offer Rich Media, have the Insights Dashboard, offer SEO. In June of 2009, all outbound communication channels have been cut off Transactional Metrics Visitor Level Metrics Monitoring Options Analysis Options Metrics Notes 

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ibs مهاعم أمعوعمط ‎aris‏ Activity Photos, events, boxes, notes, custom Marketing Interest Custom experience for campaigns Measurement Options Webtrends Transactional Metrics Yes Visitor Level Metrics No Monitoring Options None Analysis Options Analytics, Excel, etc. Metrics Page views, Fan views, Non-fan views, Interactions, Interactions itemized Notes Tabs are the new microsite ay 

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Like pages only less functionality. Came first. Less since Pages as there is nothing Groups can do that Pages can't Activity Marketing Interest Measurement Options Webtrends Social Measurement Kinda No Webtrends Social Measurement Webtrends Social Measurement Mentions, Topic Analysis, Topic Trend Analysis, Topic Cloud, Analytics Integration Groups were going to get eliminated, but now Facebook has said they are getting an update that may make them more attractive to brands. Transactional Metrics Visitor Level Metrics Monitoring Options Analysis Options Metrics Notes 

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Application functionality Custom functionality and visitor level data (Bpps Title Activity Marketing Interest Measurement Options Measurement API, many solutions nes) Yes Varies Analytics, Bl tools, Excel, etc. (next page) Apps are the only place for brands to collect visitor level data. Transactional Metrics Visitor Level Metrics Monitoring Options Analysis Options Metrics Notes 

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pies Activity Homepage, Social, Fan, RSVP, Poll, Virtual Gifts Marketing Interest Creating awareness, driving traffic, engagement, RSVPs, etc. Measurement Options Facebook reporting Transactional Metrics Yes Visitor Level Metrics No Monitoring Options None Analysis Options Excel (exportable CSV) Metrics Impressions, Clicks, Interactions, Demographics Notes Fan ads and RSVP ads are the only units available in self serve, A target audience should exceed 1 million to make home page ads viable. Home paae ads start at $40K. 

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A BRIEF INTRO TO FACEBOOK MARKETING Every department can use Facebook 2 But, we’re going to focus on marketing 3 Why do marketers care about social? 4 Purchasing funnel 5 Purchasing funnel Media 6 Old media landscape 7 New media landscape 8 9 Social Media Usage is Exploding • 3 out of 4 Americans use social technology* * Forrester, The Growth Of Social Technology Adoption, 2008 1 Social Media Usage is Exploding • 3 out of 4 Americans use social technology • 2/3 of the global internet population visit social networks* * Nielsen, Global Faces & Networked Places, 2009 1 Social Media Usage is Exploding • 3 out of 4 Americans use social technology • 2/3 of the global internet population visit social networks • Visiting social sites is ahead of personal email as the 4th most popular online activity* * Nielsen, Global Faces & Networked Places, 2009 1 Social Media Usage is Exploding • 3 out of 4 Americans use social technology • 2/3 of the global internet population visit social networks • Visiting social sites is ahead of personal email as the 4th most popular online activity • And, it’s growing at 3X the rate of the overall Internet* * Nielsen, Global Faces & Networked Places, 2009 1 Social Media is the 3rd Era of the Web * Google Trends http://bit.ly/9ZznCx 1 Facebook is the most significant channel in terms of growth * Google Trends http://bit.ly/9IGvF2 1 Compared to other top Internet brands, Facebook has the most interest * Google Trends http://bit.ly/a5hwTd 1 Usage reflects the shift to social * Javelin Strategy and Research 1 350,000,0 00+ 1 It’s changing your customers expectations 1 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008 20 85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008 21 The top brands are responding 2 Coke and Unilever are shifting from microsites to social in 2010 * http://www.nma.co.uk/news/cover-story-coke-drops-campaign-sites-in-favour-of-social-media/3008538.article 2 Pepsi is shifting it’s $20 million from the Superbowl to social 2 How does it work? 2 Broadcast vs. Interaction 2 From mouse traps to mouse parties 2 Interaction Workflow 2 Monitoring | Measurement | Analysis Conversation Aggregation Data Collection Data Interpretation 3 A closer look at the Facebook elements 3 Basic Facebook campaign App Custom tab 3 Profile Title Description Activity User bio and wall Marketing Interest Intelligence gathering and creating awareness Measurement Options None Transactional Metrics No Visitor Level Metrics No Monitoring Options Aggregate data available in the self-serve ad tool Analysis Options None Metrics N/A Notes Profiles offer Messages and Status Updates in addition to the Wall. Messages are like email, except Facebook offers no way to search, sort, filter, categorize, or flag messages. You can message people you aren’t friends with, 3 Wall Title Description Activity Activity stream for users Marketing Interest Intelligence gathering and creating awareness Measurement Options Track Links Transactional Metrics No Visitor Level Metrics No Monitoring Options Clients such as Tweetdeck and Seesmic Analysis Options Manual data collection or API access Metrics Impressions and clicks per post Notes 3 Pages Title Description Activity Profiles for groups Marketing Interest Intelligence gathering, creating awareness, campaigns, and direct marketing Measurement Options Insights from Facebook Transactional Metrics Limited Visitor Level Metrics No Monitoring Options RSS feeds, Scoutlabs, etc. (for wall only) Analysis Options Excel (exportable CSV) Metrics Interactions, Interactions itemized (updates, comments, likes), Fans, Page views, Post Quality Notes Pages can publish to the stream, offer Rich Media, have the Insights Dashboard, offer SEO. In June of 2009, all outbound communication channels have been cut off 3 Tabs Title Description Activity Photos, events, boxes, notes, custom Marketing Interest Custom experience for campaigns Measurement Options Webtrends Transactional Metrics Yes Visitor Level Metrics No Monitoring Options None Analysis Options Analytics, Excel, etc. Metrics Page views, Fan views, Non-fan views, Interactions, Interactions itemized Notes Tabs are the new microsite 3 Groups Title Description Activity Like pages only less functionality. Came first. Marketing Interest Less since Pages as there is nothing Groups can do that Pages can't Measurement Options Webtrends Social Measurement Transactional Metrics Kinda Visitor Level Metrics No Monitoring Options Webtrends Social Measurement Analysis Options Webtrends Social Measurement Metrics Mentions, Topic Analysis, Topic Trend Analysis, Topic Cloud, Analytics Integration Notes Groups were going to get eliminated, but now Facebook has said they are getting an update that may make them more attractive to brands. 3 Apps Title Description Activity Application functionality Marketing Interest Custom functionality and visitor level data Measurement Options Measurement API, many solutions Transactional Metrics Yes Visitor Level Metrics Yes Monitoring Options Varies Analysis Options Analytics, BI tools, Excel, etc. Metrics (next page) Notes Apps are the only place for brands to collect visitor level data. 3 Apps Metrics • CURRENTLY State views, Interactions, Interactions itemized, Sessions, Session length, Interactions per session, Interactions itemized per session, State views per session, Conversion, Visitor, Form data collection, # users who have added your application tab, # users who have added your application profile box, # users who have added your application info section, # users who have bookmarked your application, # users who are subscribed to your application emails • COMING SOON Number of active users during the past 7 days, Number of active users during the past 30 days, Number of canvas page views, Number of unique canvas page viewers, Number of API calls made, Number of unique users on whose behalf your application made API calls, Average HTTP request time for canvas pages, Average FBML render time for canvas pages 4 Ads Title Description Activity Homepage, Social, Fan, RSVP, Poll, Virtual Gifts Marketing Interest Creating awareness, driving traffic, engagement, RSVPs, etc. Measurement Options Facebook reporting Transactional Metrics Yes Visitor Level Metrics No Monitoring Options None Analysis Options Excel (exportable CSV) Metrics Impressions, Clicks, Interactions, Demographics Notes Fan ads and RSVP ads are the only units available in self serve, A target audience should exceed 1 million to make home page ads viable, Home page ads start at $40K, 4 Links Title Description Activity Linking Marketing Interest Intelligence gathering and traffic Measurement Options Referrers Transactional Metrics Limited Visitor Level Metrics Limited Monitoring Options None Analysis Options Analytics, Excel, etc. Metrics Clicks to properties with analytics, Visitor attribution from posts published from apps Notes URL Shorteners are blocked 4 @justinkistner http://www.facebook.com/webtrends THANK YOU! Please visit the Engage conference website for a copy of this presentation, to provide feedback and rate the sessions.