Social Media

Marketing MIT Forum

-Confidential-

Social Communities

Rich Media UGC

Interactive Apps

FTBpro’s Sports Media Platform

What We’ve Done in Marketing

Not hired a VP Marketing Not released a single PR Not appeared on Tech Crunch Not prepared a marketing plan Gained over 90% of our ‘seed stage’ users through SNs

facebook, 85%

twitter, 9%

search, 4% other, 2% Traffic Sources (first 6 months)

Online Marketing Methods

Performance Marketing:

- Pay for concrete actions such as CPC, CPM, CPA, CPL

- Mainly through paid search and banner ads

Search Engine Marketing:

- Unpaid organic traffic driven by keyword search

- Requires extensive technology and content optimization

Social Media Marketing:

- Less action oriented, geared to community building

- Captures on and off site engagement mechanisms

Social Media Marketing: FB Campaigns

Target users by country, age, gender, relationship status, education and interests

Campaign Users to FB Likes or Site Sign-Ups?

VS.

Community Building: FB before Site

Takes months to release a Site, moments a FB page In the meantime, get to know your community And, start testing features with active users (agile) FB page community grows itself via viral engagement One paid FB like provides dozens of Site sign-up opportunities

CPC campaigns on FB

Gain likes on FB pages

Engage likes until Site is on

Convert FB likes to Site users

How We Gained Millions of Users from FB

Break down audience to homogeneous sub-communities Identify areas where advertisers still tied to google Campaign when ad agencies finish work and go home Reach out when your target audience is in a good mood Use short creative, compelling photos, call for action Customize FB feed engagement for each sub-community Start converting to Site only when users are familiar with you

Identify sub-communities

Optimize like campaigns

Customize feed engagement

Convert to Site sign-ups

(No) Mobile Marketing

Over 35% of our traffic (millions of monthly UV) via mobile All mobile web, we’ve yet to launch native apps Zero marketing budget allocated to mobile The ‘Secret’: ride the world’s #1 mobile app…

FTBpro UGC Mobile Users

FTBpro Web Facebook Native App FTBpro Mobile

Challenges with FB Advertising

The company is under post-IPO pressure to grow ad revenues More advertisers shifting to social media platforms More users consume FB via mobile, where ads underperform FB feed becoming spamy, lower posting efficiency FB like to Site user sign-up conversion requires perfection Yet sill cheaper, faster, more effective to start building and

engaging your user community on FB

Other Social Networks

Started beta with selected advertisers

Follower 2-3 times more expensive than FB like

Oriented to external content consumption

Less relevant to mass audiences

Decent source for power users across many categories

Mostly untapped by competing advertisers

Unsuccessful network, sluggish user acquisition

Interesting equivalents to facebook pages

Potentially synergetic to google SEO

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Thank You