facebook marketing trends and case studies: beyond the basics
DESCRIPTION
An overview of new tools and plugins Facebook has released and how to best utilize them for marketing your business. Examples and case studies from corporations, private and boarding schools and summer camps. Presented by Agnes Stawicki, Our Kids Media.TRANSCRIPT
Marketing beyond the ‘wall’
Our Kids Mediawww.ourkidsmedia.comNovember 2010
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Introduction The Wall Custom Tabs Open Graph Places
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Canada on Facebook
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friends190
16+ millionusers
411 minutesper month
53% female47% male
Source: Facebook Stats, November 2010
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Marketing with Facebook
Engage with customers where they are spending time
Create experiences that integrate your brand and customers
Value > Mission > Strategy > Tactics
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Is it worth it?Case Study: Brentwood College School, BC
Launched January 9, 2010
#1 referral source for the past year
1,202 fans, 760 weekly active users
Drives 9.35% of all website traffic
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Is it worth it?Case Study: Upper Canada College, ON
Launched Spring 2010
Generates 13.5% of total referral traffic
489 fans (page), 990 members (alumni group)
Biggest success: Finding ‘old boys’
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The WallReal Time Conversations
More popular than official Olympic page
Molson Canadian Rally Book - 150 pages
Post: news, photos, events
Engage: initiate discussion
Moderate: comments, likes, shares
Promote: invite students/parents to participate
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Custom TabsBranding and Integration
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Custom TabsBranding and Integration
Be my friend, get a bagel4,700 to 336,000 fans in 3 days
Manage your starbucks cardIntegrated with their print and mobile campaign
CrowdSaver: putting customers in chargeDiscounted prices only available if number of votes required is reached
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Custom Tabs
Events calendar Newsletter Blog/news Photos
Branding and Integration
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Facebook Open GraphSocial Recommendations
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Facebook Open GraphSocial Recommendations
Extends functionality of Facebook to any page of the world wide web
1. Publishes a story to the users friends
2. Adds the like to the users profile
3. Is discovered through search
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Anyone using it?Facebook Open Graph and Social Plugins
150 million users engage with Facebook on external websites every month
2 million websites host the ‘Like’ button
Mobile users are 2x as active than non-mobile users
Source: Facebook.com/Press
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Facebook Open GraphPersonal Recommendations
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Case StudiesFacebook Social Plugins
‘The Rock’ links to URL provided
IMDb points to primary domain
ABC News
NHL.com
Global News
referral traffic increased 250%
referral traffic increased 80%
#2 source of traffic
92% more articles read
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Facebook PlacesLocal Business Listings
‘Check in’ while at your school location
Claim your business
Complete verification call
Merge with your Facebook Page (optional)
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Guiding Principals
1. Post at least one item every day
2. Generate varied content that reflects all curriculum/activities
3. Appeal to a broad audience
4. Set respectful and inclusive tone
5. Respond promptly to comments, feedback and inquiries received
6. Monitor what is most popular and build on your success
7. Promote the page and invite your network to join
Building a successful community
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Brentwood College School
x“Building our page was very rewarding for our community, not just for current students, but also alumni and parents who wish to network with each other”
-- Karen Fisher, Admissions and Marketing
Guiding PrincipalsBuilding a successful community
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FacebookMarketing beyond the ‘wall’
YouTube.com/OurKidsDOTnet
Facebook.com/PrivateSchoolEducation
@OurKidsNet @AgnesStawicki
OurKidsMedia.com 1.877.272.1845 x31
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