the evolution of facebook marketing

The Evolution of Facebook Marketing

We’ll begin shortly…

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Jim TobinFounder, PresidentIgnite Social Media@jtobin

Erica McClennySr. Vice President, Client Services

Expion@EricaMcClenny

Who’s presenting?

Expion Plug

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Details

• Jim & Erica will lead Q&A at the end of the call.• Tag your tweets with #IgniteFBM.• We’ll send an email follow up with the deck,

recording, and whitepaper.

Facebook began in a dorm room and is now one of the most valuable tools in the marketing playbook

Where Were We?

Groups

Brand Pages

Landing Tabs

Timeline

Where We Are Today

1.) Audience Interaction

The introduction of new features like Facebook’s EdgeRank and News Feed drove brands to focus on quality content.

Quality Content Examples

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1.) Audience Interaction

76% Lift

28% Lift

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6x More Pages

2x More Pages

1.) Audience Interaction

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1.) Audience Interaction

55% Lift No

Lift

2.) Generating Reach

Organic Reach

25k Shares120k New Fans

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2.) Organic Reach

• Communicate a clear call to action.• Focus on the “I” – as in “Why should I share this?”• Make a person seem smarter, funny, etc.• Create an incentive to share.• Generate a conversation.• Share helpful content.

To optimize organic reach:

Paid Reach

Facebook Ad Revenue is Growing Quickly

Ads More Expensive, Less Effective

37k Clicks13k Tab Views

10k New Fans

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To optimize paid reach:

Paid Reach

1. Use dark posts2. Segment your promoted posts3. Remember 20% rule4. Use in conjunction with other strategies

3.) Mobile Marketing

Fans are spending less time in front of their computers and more time on their mobile devices

Facebook isn’t there yet…

Hungry For Mobile Ad Revenue

Impact of Facebook Home?

Is Facebook Too Aggressive?

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3.) Mobile Marketing

• Facebook continues to invest in mobile.• Mobile investments create targeted

marketing opportunities for brands.• Facebook Home creates a persistent

brand presence on the home screen.

Where is Facebook Marketing Headed?

Parent-ChildGlobal, Local,

Product

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Parent-Child: Global footprints

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Parent-Child: Local footprints

Graph Search Impacts

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Nearby Search

Graph Search feed local map and friends who’ve been

there or talking about those brands

Fragmentation

Has Facebook Peaked?

In Summary

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3 Keys to Evolutionary Success

1. Earned > Paid2. Assume Mobile3. Invest In Content.

Thank you for attending!

Tweet your questions @ignitesma.