the 5 key tools for effective facebook marketing

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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

FACEBOOK

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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Ads

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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

FACEBOOK

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