Facebook Marketing

Reggie BradfordCEO & Founder

Vitrue Inc.

Ac! 10

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Getting Your Facebook Message into the End Zone

Reggie  BradfordCEO  &  Founder  Vitrue  

What’s  Next  DCJanuary  24,  2011

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Vitrue  is  the  leading  provider  of  social  media  messaging  soIware  to  help  brands  harness  the  vast  markeMng  

potenMal  of:

Who We Are

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Today’s Presentation Objectives

•  Overview  of  the  social  media  landscape  and  markeMng                                                                  

opportunity  Facebook  provides  

•  The  role  technology  will  play  to  broaden  the  potenMal  for  

marketers  to  manage  and  message  their  fans

•  Share  thoughts  on  where  social  media  markeMng  is  heading  

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Growing Importance of Social Media

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A  growing  audience  of  ac/ve  users  

•Global  Mme  spent  on  social  media  increased  82%  from  2008  to  2009  (Nielsen,  January  2010)

•  90%  of  respondents  trust  the  recommendaMons  froma  person  they  know  (Nielsen,  April  2009)

•  Facebook  has  over  500MM  acMve  users,  with  each  having  130  friends  on  average  (Facebook  Sta7s7cs,  2010)

How  this  translates  to  a  shi6  in  marke/ng...

•  52%  of  surveyed  brand  representaMves  worldwide  agree  that  social  media  provides  an  opportunity  to  reach  new  consumers,  expanding  their  business.  (eMarketer,  Aug  2010)

•  A  study  of  1,000-­‐plus  marketers  shows  that  66%  of  those  marketers  will  increase  their  budgets  for  social  media  spending  (MediaPost,  Feb  2010)

•More  than  one  million  websites  have  integrated  with  the  Facebook  Pla_orm  (Facebook  Press  Office,  Oct  2010)

Facebook  Stats,  Dec.  2010

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vs.

Outbound Marketing

Television

Print Ads

Radio/Broadcast

Direct Mail

Inbound Marketing

Social Media

Blogs

Search Engine Optimization

Word of Mouth

Marketing Channels

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Average Facebook Use

•  Users  interact  with  over  900  million  objects

•  Average  user  is  connected  to  80  community  pages,  groups  and  events  

•  More  than  30  billion  pieces  of  content  (web  links,  news  stories,  blog  posts,  notes,  photo  albums,  etc.)  shared  each  month  

(Facebook  Sta7s7cs,  2010)

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Vitrue Scale

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• Over  400MM  Facebook  connecMons(aka  Fans)  served;

• Spanning  over  47  countries;

• Created  over  54,000  posts,  with  30MM  clicks,  400,000  shares  and  1.8MM  A/V  plays,  moderaMng  over  1.5MM  posts  and  over  22MM  comments  and  likes;      

• Currently  managing  over  2,000  Pages  across  every  major  verMcal  from  CPG  to  consumer  electronics  to  auto  to  QSR  to  beverage  to  retail;

• Powerful,  scaleable  pla_orm  built  for  the  largest  marketers  and  agencies  on  the  globe;  and

• Industry-­‐leading  innovaMon  year-­‐over-­‐year.

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Messaging provides reach

On average, content that receives 1,000 page views on a Facebook Tab will receive 110,000 views when published to

the Wall. That is a 110x (10,900%) increase in reach.

Content Added to a Tab Content Published to Wall

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On Mobile DevicesConsumers “check-in” and receive messages.

On Branded WebsitesOver 1 million websites have integrated social plugins.

On Social NetworksBrands have increasing presence on social networks.

Messaging spans multiple platformsVitrue products leverage existing APIs and user bases to allow brands to communicate with consumers any time, any place.

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Innovation: The Facebook News Feed

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•Wall  Apps  garner  110  /mes  greater  reach          (Vitrue  May  2010  research)  

•Wall  Apps  are  published  inside  the  Facebook  Fan’s  news  feed

• Engagement  happens  for  brands  without  fans  leaving  the  news  feed

•Standard  Wall  Apps• Photos,  Videos,  Trivia,  Polls,  Quizzes,  Surveys,  Coupons,  Sampling,  Sweepstakes,  Mailing  List,  Causes,  Email  AcquisiMon,  Polls,  Slide  Shows  and  more  coming

•Custom  Wall  Apps• Available  to  meet  unique  funcMonality  or  design  requirements

• Use  exisMng  games,  banners  and  widgets  (any  SWF  file)

Wall Apps

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Email  Capture

Poll

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Where We Are Headed

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OpMmize  delivery  of  content  by  targeMng  using  Facebook’s  Open  Graph  objects  and  Places

Target  the  right  people  where  they  interact  with  your  brand  

Targeting

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Tap into your local market by messaging and targeting fan who are engaging with your

brand at a local level

Facebook Places

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Facebook Deals

Individual DealOne-time deals associated with a single check-in

Friend DealDeals for groups of people who check in together

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Facebook Deals

Loyalty DealDeals for frequent customers, uses a punchcard to track the number of check ins

Charity DealPledge to donate to a charity or organization with customer check-ins

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Geotargeting

• Target  Facebook  posts  based  on  locaMon  and/or  language

• Reach  fans  who  are  likely  to  be  engaged  by  locaMon/language  specific  content

• Create  targeted  posts  without  leaving  the  Publisher  interface

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Importance of Open Graph

• We  have  opMmized  our  product  suite  around  the  core  concept  of  Social  Media  Messaging.

• “Open  Graph”  (Facebook)  and  “Places”  (Facebook,  foursquare,  and  Gowalla)  features  are  creaMng  a  massive  number  of  channels  to  which  marketers  can  message.

• The  ability  to  segment  fans  and  followers  on  social  networks,  then  publish  targeted,  engaging,  Mmely  messages  to  those  fans  and  followers  will  rapidly  become  a  core  competency  for  every  consumer  brand.

Hot  concert  in  your  town!

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• Allowing  marketers  to  extend  their  social  interacMons  to  mobile  users  of  Facebook  Places,  Foursquare  and  Gowalla  via  the  Social  RelaMonship  Management  (SRM)  pla_orm  and  will  be  a  logical  product  upgrade  for  our  many  exisMng  clients.

• The  pla_orm  will  allow  a  marketer  to  craI  a  simple,  intuiMve  call  to  acMon.    Specifics  can  vary,  but  at  its  core  the  message  will  be:    “Check  in,  get  stuff.”    That  message  will  be  surfaced  in  brick-­‐and-­‐mortar  retail  locaMons,  via  exisMng  loyalty  programs,  etc.

• Each  check-­‐in  will  generate  a  return  message  with  a  deal.    That  message  also:

Extending Messaging to Mobile Devices

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-­‐ Allows  the  user  to  share  the  deal  with  their  friends

-­‐ Provides  the  marketer  with  a  word  of  mouth  endorsement,  since  check-­‐ins  are  reported  to  the  user’s  news  feed  (Facebook  users  have  an  average  of  130  friends  each)

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Managing Connections Across the Open Graph

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Once  you  acquire  fans,  learn  what  they  like  and  where  they  are,  you  can  further  target  your  audience  online.

Defining Target Audiences

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for more from Reggie

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