FacebookStrategic Marketing Analysis

Agenda• Overview

• Strategic Analysiso External Factorso Internal Factors

• S.W.O.T.

• Key Recommendations

Overview• Largest social media site in the world

• Targeted business advertising via analytics

• Mobile capability

• Independent consumer contribution

External Factors• Poor economic conditions drive need for free or

low-cost services

• Consumer behavior influenced by popular products and reviews of companies and products

• Constant increase of technological advances provide growing market

• Competitive service providers gaining strength in social media realm

Internal Factors• Facebook’s initial public offering (IPO) less

effective than anticipated

• Profit earned through B2B advertising services

• Businesses benefit through the use of analytical software built into pages

• Independently developed applications ensure constant consumer interaction with site

S.W.O.T. Analysis

Nearly 900 million monthly

active users

Relevant and unique services, which surpass competitors like

Google+ and MySpace

Strengths

- Lacks proven effectiveness in advertising in PC version  

- Constantly drawn into litigation due to patent and privacy violations 

- Fails to take advantage of mobile version to draw revenue

Weaknesses

Opportunities

Mobile Ads

Retail Platfor

m

Internal Payment System

Threats

Google’s growing social network application

Privacy concerns may drive away current consumers

As market saturation draws closer, expansion will slow

Key Strategic Recommendations

• Mobile advertising

o Based on current analytic software on PC versions

o Larger return for advertisers

o Greater investor strength for Facebook

• Retail service integration with social analytics

o Current analytics can contribute to consumer purchases

o Large consumer base will lead to stronger feedback on products

Questions?For a supplementary narrative on this presentation, visit:

http://ad-analyzer.livejournal.com/617.html

References• Baskin, J. (May 22, 2012) There’s a Message to Marketers in Facebook’s IPO Slide. Ad

Age CMO Strategy. Retrieved from http://adage.com/article/cmo-strategy/message-marketing-facebook-s-ipo-slide/234900/

• Facebook Inc. Hoovers Online. Retrieved from http://www.hoovers.com/company/Facebook_Inc/rcxycci-1-1nji3j-1njhft.html#balance

• Facebook Inc. Company Profile. (2012, May 29) MarketLine. Retrieved from http://advantage.marketline.com.ezproxy.snhu.edu/Product?pid=679613FB-9911-4907-8C86-9902F9D5BEF4&view=SWOTAnalysis

• Ip, G. (2012, July 18) The Fiscal Cliff and the Economy• Jong, D., Pendleton, D. (2012, May 18) Facebook IPO Makes Zuckerberg Richer Than

Google Founders. Retrieved from http://www.bloomberg.com/news/2012-05-17/facebook-ipo-makes-zuckerberg-richer-than-google-founders.html

• New research compares Facebook advertising to Google display network. (2012, May 15). Business Wire. Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1013669508?accountid=3783

• Pointless, Painful Uncertainty. Retrieved from http://www.economist.com/blogs/freeexchange/2012/07/fiscal-cliff-and-economy

• Walmsley, A. (2011, Aug 03). Facebook dominates, but.. Marketing. Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/885486568?accountid=3783

•  Yousif, R. (2012). The Extent of Facebook Users' Interest in the Advertising Messages. International Journal Of Marketing Studies, 4(3), 122-133. doi:10.5539/ijms.v4n3p122

FacebookStrategic Marketing Analysis