marketing going social

Marketing Going Social

Something you may not know about Facebook…

Statistics of Facebook

• More than 300 million users-5%of world population

• Fastest-growing demographic are people 35 years old and older

• Average user has 130 friends

• More than 6 billion minutes are spent on Facebook daily

• More than 40 million status updates each day

More..• More than 2 billion photos are uploaded each month

• More than 14 million videos uploaded each month

• More than 45 million active user groups exist on the site

• More than 3 million events created each month

• 70 percent of Facebook users are outside of the United States

• 65 million users access Facebook through mobile devices and are 50 percent more active than people who access Facebook through non-mobile devices

Marketers on Facebook

• Check out http://www.facebook.com/marketing

• There are millions of Fan Pages conducted by small to large firms

• Each page average have 100fans.

• Distribution-Average user has 130 friends

• More than 250 applications have more than one million monthly active users

What do local Marketers think about Facebook

• 90% of them consider social media is a quick way of communication

• 75% of them consider it’s free and affordable

• 68% of them consider it’s effective for a positive word-of-mouth strategy

• 46% of them include social media as one of the marketing strategies

• 21% of them list social media marketing in their promotional budget

(source from:

http://www.hkdailynews.com.hk/index.php on Sep25,2009)

Are you on the marketer list?

• Small-medium business for marketing

• Branding experts or PR firms

• Campaign practitioners

• Customer relationship managers

• Event promotion practitioners

• Political figures or celebrities

• NGO or interest groups

• E-commerce owner

• Leading international business head

• Service and support providers

For your business, Facebook is…

A functional and conversationalMarketing TOOL

social component for marketing

Social Express

• Fan Page with multimedia content

Social Interaction

• Fans comments ， polls and event participating

Social Competition

• Social game ， promotion & other competitions

Start Up

Virus spread

engage

Social Marketing milestone

Social User Satisfactionmilestone

Facebook Marketing tools

• Use Publisher to keep your users updated on new content.• Write Notes (even on-the-go) and share them with your audience.• Post Photos and Videos of your events.• Add Applications that enhance your Page experience. • Create Discussion Boards to solicit user feedback and generate

brainstorms. • Create Groups to help your fans with similar interests connect with

one another• Set up Events and have your fans RSVP• Import your blog and help it spread on Facebook• Check out Facebook Platform to see how you can customize your

presence on Facebook.

News Feed

• Critical communication channel

• 1000’s of potential stories are considered

• Based on proprietary algorithm, plus– Both people need to have app installed

– Individual user privacy settings affect feed

• News Feed Optimization is key - see further reading

Profile Page

Profile

action

links

Mini-feed

Profile

Box

Pulldown

Mini-feed

• Leverage images

• Show off your content

• Communicate value

• Add call to action

• Show popularity

Use the Profile Picture Link

• Link to key action

• Make every word

count

• Don’t assume I have

ever heard of your

app

• Be clear

Advertise on the Profile Box

3 Keys to Successful Invitations

1. Intelligently work the 10 / day limit

2. Discourage accidental spam

3. Provide a great reason to accept

Great Invitation Design

Why should I accept?

“Top friend? I’m popular!”

Inviting with Content

Need to Install to See it

Share Buttons

Sharing goes to the In-Box

Share vs Invite

Share Pros-Stands out-Does not require install

Share Cons-Does not encourage user to add app-No stories

Invite Pros-Encourages people to add app

Invite Cons-Spammy?-No preview-Alert is not as visible-Can be marked as spam

Application Directory

• FB says directory will be improved

• Focus on fundamentals

– Packaging: Key Art, Copy

– Positioning & Differentiation

• Strong voice & personality

Cross Promotion

Deep Integration

• 5 Slide Apps Promoted on Top Friends

• Top friends is a platform in itself

Additional Integration Points

• More added all the time…

• Use them all to make your app more viral

Wall

attachments

Application pull-

down

Agenda

• What are the demographics of Facebook users?

• What are some best practices for brand marketing on Facebook?

Microsoft handles IAB standard ad sales

Targeting beyond demos

Face book's News Feed Ads insert targeted messages 4-26% CTR for

sponsored News Feed stories

Facebook Flyers give self-service control

Heard by many in social marketing

social component for marketing

Social Express

• Fan Page with multimedia content

Social Interaction

• Fans interactions： comments ，polls and event participating

Social Competition

• Social game and applications，promotion & other competitions

Start Up

Virus spread

engage

Social Marketing milestone

Social User Satisfactionmilestone

Page Leaders

Michael Jackson Fan Pagehttp://www.facebook.com/michaeljackson

Michael Fans interaction

Secret to Success

Fans-driven and oriented

sharing

Memorial

Michael social promotions

Secret to Success

Direct E-sale to the fans

Focus on the global scale

Skittles Fan Page

http://www.facebook.com/skittles

Skittles Fans interaction

Secret to Success

Communicative

listening

Fun and attractive

Skittles social game

Secret to Success

Cool product image

Impressive music related to product

Virus spread by post

Fun and entertaining

Louis Vuitton Fan Pagewww.facebook.com/louisvuitton

Louis Vuitton Fans interaction

Secret to Success

Artistic and attractive

Positive comment awarded

Celebrities and updated

Louis Vuitton social promotions

Tips for promotions

Based on Video promotions

More interactive promotions could be used in the future

Depends on internet Speed

Local leaders

Ocean Park

31562

fans

Harbor city

15440

fans

Yakult

8916

fans

http://www.facebook.com/pages/xiang-gang-hai-yang-gong-yuan-Ocean-Park-Hong-Kong/75415661389?ref=nf

Ocean Park

Secret to Success

attractive content

Sharing experience

Positive reviews

http://www.facebook.com/HarbourCity

Harbour city

Secret to Success

attractive content

Sale oriented

Smooth communications

http://www.facebook.com/pages/52f74fbd/167292876879

Yakult

Secret to Success

Expanded from TV ads

Creative and fun

http://www.facebook.com/pages/52f74fbd/167292876879

Yakult

Tips

More functions could be explored

Regular monitor could be applied

Social Gaming Heroes

Latest Ranking

Farmville

Long-lasting fever on social game Market

Competitions oriented

Virus and branding strategy implanted

Cafeworld

Gathered 10million users in a week

Virus campaign

Competitions among neighborhood

Happy aquarium

Figures

Top gainer among new social games

Virus campaign

More virtual goods sale

Social Gaming going Virus

FB viral channel (invitation)

Invitation used to be the most effective viral channel (circa mid 2008),

but it become less apparent and useful. However, invitation should be

compelling and social. Instead of ask friends to join a new app, give

them compelling reasons: to compete, to collaborate, to show off, etc!

FB viral channel (notification)

Even though feeds are more apparent, but notification are more

persistent. It’s an effective communication protocol for app to users

(promotion + update) and users to users (social action)

FB viral channel (news feed)

News feed is what users pay most attention to on Facebook. They are

the most apparent, and as of late the most effective viral channel. Use

attention grabbing graphics, and include relevant social message!