the evolution of facebook marketing
DESCRIPTION
From dorm room to board room, Facebook has evolved into the world's biggest brand marketing platform. Learn how Facebook's continuing evolution impacts your brand and learn best practices that you can immediately put into practice.TRANSCRIPT
The Evolution of Facebook Marketing
We’ll begin shortly…
#IgniteFBM
Jim TobinFounder, PresidentIgnite Social Media@jtobin
Erica McClennySr. Vice President, Client Services
Expion@EricaMcClenny
Who’s presenting?
Expion Plug
#IgniteFBM
Details
• Jim & Erica will lead Q&A at the end of the call.• Tag your tweets with #IgniteFBM.• We’ll send an email follow up with the deck,
recording, and whitepaper.
Facebook began in a dorm room and is now one of the most valuable tools in the marketing playbook
Where Were We?
Groups
Brand Pages
Landing Tabs
Timeline
Where We Are Today
1.) Audience Interaction
The introduction of new features like Facebook’s EdgeRank and News Feed drove brands to focus on quality content.
Quality Content Examples
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1.) Audience Interaction
76% Lift
28% Lift
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6x More Pages
2x More Pages
1.) Audience Interaction
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1.) Audience Interaction
55% Lift No
Lift
2.) Generating Reach
Organic Reach
25k Shares120k New Fans
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2.) Organic Reach
• Communicate a clear call to action.• Focus on the “I” – as in “Why should I share this?”• Make a person seem smarter, funny, etc.• Create an incentive to share.• Generate a conversation.• Share helpful content.
To optimize organic reach:
Paid Reach
Facebook Ad Revenue is Growing Quickly
Ads More Expensive, Less Effective
37k Clicks13k Tab Views
10k New Fans
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To optimize paid reach:
Paid Reach
1. Use dark posts2. Segment your promoted posts3. Remember 20% rule4. Use in conjunction with other strategies
3.) Mobile Marketing
Fans are spending less time in front of their computers and more time on their mobile devices
Facebook isn’t there yet…
Hungry For Mobile Ad Revenue
Impact of Facebook Home?
Is Facebook Too Aggressive?
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3.) Mobile Marketing
• Facebook continues to invest in mobile.• Mobile investments create targeted
marketing opportunities for brands.• Facebook Home creates a persistent
brand presence on the home screen.
Where is Facebook Marketing Headed?
Parent-ChildGlobal, Local,
Product
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Parent-Child: Global footprints
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Parent-Child: Local footprints
Graph Search Impacts
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Nearby Search
Graph Search feed local map and friends who’ve been
there or talking about those brands
Fragmentation
Has Facebook Peaked?
In Summary
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3 Keys to Evolutionary Success
1. Earned > Paid2. Assume Mobile3. Invest In Content.
Thank you for attending!
Tweet your questions @ignitesma.