5 tools for effective facebook marketing
TRANSCRIPT
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The 5 Tools for Effective
Facebook Marketing
Justin KistnerSr. Manager of Social Product Marketing
Dan ZarrellaSocial Media Scientist
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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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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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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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Website Integration
Pages
Ads
Apps
Analytics
Facebook’s Value Proposition
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76%
50%
Visit Everyday
Links Clicked
1
5.1
Friend Network
130
310
FANS ARE
HARDCORE
USERS
Fans Avg. User
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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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Site
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Like Button
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Visually creates desire
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Shares a link in the news feed
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Discussion increases reach
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Viral loop
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And gives you fans to target ad offers
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Pages
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75%
59%
49%
Friend
Search
Brand Invite/Ad
What drives people to fan?
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Fan Pages
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Reaching fans with wall posts
EdgeRank filtered
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- 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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Where fan
messages
go to die
You try to
reach fans
by mail
Updates have poor reach
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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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Place Pages
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Facebook Deals
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Requires Check In
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Unlocks a deal
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Individual, loyalty, friend, & charity
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Claimed deals become news feed posts
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That link to your place page
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Event Pages
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Ads
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Running Google Ads to Your Facebook Page
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Social is demand generation
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Search & Social
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Feedback
VisibilityFans
Ads
Ad Targeting to Increase Feedback
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ECOMM IS HIGHLY SOCIALSociability
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State targeting makes little to no
impact on CTR
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Education level impacts CTR
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Fan
Targeting
Non-Fan
Targeting
Friend of
Fan
Targeting
Segmentation
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people1,352,530
Web 2.0
10,401 people
Web 2.0
Connection Targeting
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Avg. CTR of ads to non-fans
COLD
TARGETING
VS. FANS
.05%
Avg. CTR of ads to fans
.35%
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Competitive Targeting
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Having fans improves ad performance
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Image Selection
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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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Ad Burnout
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Apps
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Website
Facebook Assets
Landing Page Choices
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Website
Facebook Assets
ROI & Satisfaction
50%+Landing Page Choices
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Facebook is a destination site
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Engagement Apps
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Commerce Apps
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Social Commerce
• Analysts project $30 billion in Facebook store commerce by 2015, from $0 last year
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Conversion Rates
COMMERCE
STATS
2-4%
Social Engagement Rate
17%
Avg. Time per Visit (50% growth Q1 2011)
2:50
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Contests
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Gamification
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Extended Permissions
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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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Analytics
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Earned Media
Display Ad Example
Vs.
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Lead Value
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Direct Coupon RedemptionAttribution can be tracked through the redemption of coupons that are
exclusive to Facebook pages.
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Geographic Split Testing
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Facebook Insights
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Page &
Graph Data
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App measurement
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Questions?@justinkistner@danzarrella