A BRIEF INTRO TO FACEBOOK MARKETING
اسلاید 1: A BRIEF INTRO TO FACEBOOK MARKETING
اسلاید 2: Every department can use Facebook2
اسلاید 3: But, we’re going to focus on marketing3
اسلاید 4: 4Why do marketerscare about social?
اسلاید 5: 5Purchasing funnel
اسلاید 6: 6MediaPurchasing funnel
اسلاید 7: 7Old media landscape
اسلاید 8: 8New media landscape
اسلاید 9: 9
اسلاید 10: 3 out of 4 Americans use social technology*10* Forrester, The Growth Of Social Technology Adoption, 2008Social Media Usage is Exploding
اسلاید 11: 3 out of 4 Americans use social technology2/3 of the global internet population visit social networks*11* Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding
اسلاید 12: 3 out of 4 Americans use social technology2/3 of the global internet population visit social networksVisiting social sites is ahead of personal email as the 4th most popular online activity*12* Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding
اسلاید 13: 3 out of 4 Americans use social technology2/3 of the global internet population visit social networksVisiting social sites is ahead of personal email as the 4th most popular online activityAnd, it’s growing at 3X the rate of the overall Internet*13* Nielsen, Global Faces & Networked Places, 2009 Social Media Usage is Exploding
اسلاید 14: 14* Google Trends http://bit.ly/9ZznCx Social Media is the 3rd Era of the Web
اسلاید 15: 15* Google Trends http://bit.ly/9IGvF2Facebook is the most significant channel in terms of growth
اسلاید 16: 16* Google Trends http://bit.ly/a5hwTdCompared to other top Internet brands, Facebook has the most interest
اسلاید 17: 17* Javelin Strategy and ResearchUsage reflects the shift to social
اسلاید 18: 18350,000,000+
اسلاید 19: It’s changing your customers expectations19
اسلاید 20: 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA20Cone, Business in Social Media Study, September 2008
اسلاید 21: 85% believe that a company should go further and also interact with its customers21Cone, Business in Social Media Study, September 2008
اسلاید 22: The top brands are responding22
اسلاید 23: 23* http://www.nma.co.uk/news/cover-story-coke-drops-campaign-sites-in-favour-of-social-media/3008538.articleCoke and Unilever are shifting from microsites to social in 2010
اسلاید 24: 24Pepsi is shifting it’s $20 million from the Superbowl to social
اسلاید 25: 25How does it work?
اسلاید 26: 26Broadcast vs. Interaction
اسلاید 27: 27From mouse traps to mouse parties
اسلاید 28: 28Interaction Workflow
اسلاید 29:
اسلاید 30:
اسلاید 31: 31Monitoring | Measurement | AnalysisConversationAggregationDataCollectionDataInterpretation
اسلاید 32: 32A closer look at theFacebook elements
اسلاید 33: 33Custom tabAppBasic Facebook campaign
اسلاید 34: 34Profile
اسلاید 35: 35TitleDescriptionActivityActivity stream for usersMarketing InterestIntelligence gathering and creating awarenessMeasurement OptionsTrack LinksTransactional MetricsNoVisitor Level MetricsNoMonitoring OptionsClients such as Tweetdeck and SeesmicAnalysis OptionsManual data collection or API accessMetricsImpressions and clicks per postNotesWall
اسلاید 36: 36TitleDescriptionActivityProfiles for groupsMarketing InterestIntelligence gathering, creating awareness, campaigns, and direct marketingMeasurement OptionsInsights from FacebookTransactional MetricsLimitedVisitor Level MetricsNoMonitoring OptionsRSS feeds, Scoutlabs, etc. (for wall only)Analysis OptionsExcel (exportable CSV)MetricsInteractions, Interactions itemized (updates, comments, likes), Fans, Page views, Post QualityNotesPages 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 from generic pages.Pages
اسلاید 37: 37TitleDescriptionActivityPhotos, events, boxes, notes, customMarketing InterestCustom experience for campaignsMeasurement OptionsWebtrendsTransactional MetricsYesVisitor Level MetricsNoMonitoring OptionsNoneAnalysis OptionsAnalytics, Excel, etc.MetricsPage views, Fan views, Non-fan views, Interactions, Interactions itemizedNotesTabs are the new micrositeTabs
اسلاید 38: 38TitleDescriptionActivityLike pages only less functionality. Came first.Marketing InterestLess since Pages as there is nothing Groups can do that Pages cantMeasurement OptionsWebtrends Social MeasurementTransactional MetricsKindaVisitor Level MetricsNoMonitoring OptionsWebtrends Social MeasurementAnalysis OptionsWebtrends Social MeasurementMetricsMentions, Topic Analysis, Topic Trend Analysis, Topic Cloud, Analytics IntegrationNotesGroups were going to get eliminated, but now Facebook has said they are getting an update that may make them more attractive to brands.Groups
اسلاید 39: 39TitleDescriptionActivityApplication functionalityMarketing InterestCustom functionality and visitor level dataMeasurement OptionsMeasurement API, many solutionsTransactional MetricsYesVisitor Level MetricsYesMonitoring OptionsVariesAnalysis OptionsAnalytics, BI tools, Excel, etc.Metrics(next page)NotesApps are the only place for brands to collect visitor level data.Apps
اسلاید 40: 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 emailsCOMING 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 40Apps Metrics
اسلاید 41: 41TitleDescriptionActivityHomepage, Social, Fan, RSVP, Poll, Virtual GiftsMarketing InterestCreating awareness, driving traffic, engagement, RSVPs, etc.Measurement OptionsFacebook reportingTransactional MetricsYesVisitor Level MetricsNoMonitoring OptionsNoneAnalysis OptionsExcel (exportable CSV)MetricsImpressions, Clicks, Interactions, DemographicsNotesFan 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, $15K to test segmentation is a good amount Ads
اسلاید 42: 42TitleDescriptionActivityLinkingMarketing InterestIntelligence gathering and trafficMeasurement OptionsReferrersTransactional MetricsLimitedVisitor Level MetricsLimitedMonitoring OptionsNoneAnalysis OptionsAnalytics, Excel, etc.MetricsClicks to properties with analytics, Visitor attribution from posts published from appsNotesURL Shorteners are blockedLinks
اسلاید 43: http://www.facebook.com/webtrends@justinkistner
اسلاید 44: THANK YOU! Please visit the Engage conference website for a copy of this presentation, to provide feedback and rate the sessions.
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