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Facebook Marketing

Show Me the Money! Richard J. Krueger AboutFaceDigital, CEO Samepoint, Co-Founder

Facebook: Richard Krueger Twitter ID: rkrueger Blog: www.aboutfacedigital.com/blog/

June 9, 2009


About Me •

Held management roles at several top ten PR agencies in NYC

Oversaw PR for Time Inc. New Media

Served as Marketing Dir. and CMO for several successful Internet start-ups, including: – –

LocalEyes (acquired by AOL) Icon CMT (acquired by Qwest)

Launched online gaming site with Garry Kasparov, World Chess Champion

Developed video games for Price is Right, Hell’s Kitchen and upcoming American Idol

Started AboutFaceDigital, social media agency, specializing in Facebook marketing

Co-founded Samepoint.com, leading online reputation search engine

Author of upcoming book, Facebook Marketing for Dummies, available in Sept.

© 2009 AboutFaceDigital, Confidential & Proprietary


Why Facebook Matters

Š 2009 AboutFaceDigital, Confidential & Proprietary


Why Should You Care? • Facebook is the leading online social network • The site claims more than 200 million active users (worldwide) – That’s an audience twice the size of the Superbowl

• More than 50%, or 100 million users, log on at least once a day • More than 4 billion minutes are spent on Facebook each day

© 2009 AboutFaceDigital, Confidential & Proprietary


Who Are All These People? • There are more females (55.7%) than males (42.2%) – 2.2% are of unknown gender(?)

• The fastest growing demographic is the 35-54 year old demo – Experiencing a 276.4% growth rate over the past 6 months

• The 55+ demo is not far behind with a 194.3% growth rate • The 25-34 year population is doubling every 6 months (source: Istrategy Labs 2009 Facebook Demographics and Statistics Report)

© 2009 AboutFaceDigital, Confidential & Proprietary


Where Are They Coming From? • About 70% of Facebook users are outside the United States – Facebook has been translated into 70+ languages

• In U.S., the largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago • Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest • There are more than 30 million active users currently accessing Facebook via their mobile devices

© 2009 AboutFaceDigital, Confidential & Proprietary


What Are They Doing? • Average user has 120 friends on the site • More than 30 million users are updating their statuses at least once each day • More than 6 million users become fans of Pages each day • More than 850 million photos are uploaded each month • More than 10 million videos are uploaded each month • More than 1 billion pieces of content are being shared each week (web links, news stories, blog posts, notes, photos, etc.) • More than 2.5 million events are created each month • More than 30 million active user groups have been created since the site launched (source: Facebook stats)

© 2009 AboutFaceDigital, Confidential & Proprietary


Facebook Strategies

Š 2009 AboutFaceDigital, Confidential & Proprietary


5 Steps to Building Your Facebook Presence Step 1: Expanding your network of friends Step 2: Joining and participating in related Groups Step 3: Monitoring your brand reputation within Facebook Step 4: Creating and taking ownership over your company’s official Public Profile Step 5: Managing an ad campaign to reach your desired audience

Š 2009 AboutFaceDigital, Confidential & Proprietary


Step 1: The Art of Influencing Friends • Facebook is all about making connections with old and new contacts • Facebook allows you to search for friends by: • • • •

Name High School College Company

• Import email contacts and blast your friends • Be bold, be assertive, chances are they’d love to connect • Friendship is a two-way street - show your friend’s you care • Comment on photos • Send bday wishes • Challenge them to activities you think they’d enjoy

© 2009 AboutFaceDigital, Confidential & Proprietary


Step 2: Catering to Special Interests via Facebook Groups •

Groups have become a hugely popular feature within Facebook with more than 30-million created

Groups span the gamete of topics, including: • Camp Delaware Alumni - 567 members • Reasons to Date a Mortician - 874 members • Bald Men R Hot!!! - 1017 members

Any Facebook member can start a group

Groups can be restricted (approval required by admin), or open to all

They can also be secret, undetectable by search engines

Admins can blast emails to its members

© 2009 AboutFaceDigital, Confidential & Proprietary

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Step 3: Managing Your Online Reputation •

Groups and Profile Pages can also serve to damage a brand

Bad news always travels faster than good

Companies need to know if/who is hijacking their brands Spotlight: Bank of America has received even more bad news - more than half of the 568 Facebook Groups about BOA are damaging, started by dissatisfied customers or disgruntled employees.

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© 2009 AboutFaceDigital, Confidential & Proprietary

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Step 4: Creating Your Company Profile •

• •

Facebook Public Profiles are for companies big and small, celebrities, musicians, DVD/book producers, service providers and non-profits There is no charge to create a Public Profile and it is relatively easy to set-up Facebook members can become Fans of a Public Profile page

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• Automatic opt-in member from which to market to • Their interactions generate news stories • Fans serve as brand evangelists

Challenge is providing a compelling reason for people to become fans and remain engaged

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© 2009 AboutFaceDigital, Confidential & Proprietary

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Public Profiles: Best Practices 1. Rome wasn’t built in a day • •

relationships take time take an initial step, evaluate, learn and scale it up

2. Facebook is leading the marketing shift from monologue to dialogue • •

Make sure to listen and respond Encourage fan participation

3. Incentivize Fans • •

Provide Fans with relevant benefits Contests and giveaways still rule

4. Global Brands Have Global Fans • • •

Need to think globally and act locally Post content with global appeal Reach local via targeted updates

5. If you Promote it, They’ll Come •

Ads drive users

© 2009 AboutFaceDigital, Confidential & Proprietary


Public Profile: BudLight Bikini Babes and Chance to Win a Cruise TIP: Public Profiles that show people in their photos attract more Fans that Profiles with logos, offices, or product images.

Š 2009 AboutFaceDigital, Confidential & Proprietary


Public Profile: Barack Obama The Most Popular Man on Facebook

Š 2009 AboutFaceDigital, Confidential & Proprietary


Step 5: Facebook as an Ad Platform • Facebook offers a self-serve ad system, similar to Google – Purchased on a CPC or CPM closed-bidding system – Ad creation, management and payment is done within Facebook

• They allow for a high degree of targeting – – – – –

Location Education Age/Sex/Relationship status Language Interests (based on user’s personal profile data)

• Social Ads leverage news feed stories to amplify the impact • Engagement Ads bring social actions directly into the ad unit – Become a Fan of a Page – RSVP to an Event

© 2009 AboutFaceDigital, Confidential & Proprietary


Targeted Ad: Skinny Guy Workout Plan Now That’s Targeting Ability

© 2009 AboutFaceDigital, Confidential & Proprietary


Social Ad: Blockbuster Your Face Could End Up in this Ad

•A Social Ad is a Facebook Ad with a story about the user’s friends’ interactions with a Facebook Page or Application as the headline •Social Ads include the branded image and copy from the advertiser alongside the Social Action • Social Actions make the ad more personally engaging and relevant for the user viewing it

© 2009 AboutFaceDigital, Confidential & Proprietary


Social Ad: Virgin America Fans Become Brand Evangelists

Š 2009 AboutFaceDigital, Confidential & Proprietary


Engagement Ad: Powered by Dell Increasing Conversions from Within •Engagement ads allow users to engage with ads in the same way they interact with other content on Facebook, without leaving their home page on Facebook •When a user takes an action within an Engagement ad, it sparks organic sharing

© 2009 AboutFaceDigital, Confidential & Proprietary


Facebook Tools

Š 2009 AboutFaceDigital, Confidential & Proprietary


Roll Your Own Ads 1. Enter your click-thru page 2. Create your ad 3. Select your audience 4. Add your bid

Š 2009 AboutFaceDigital, Confidential & Proprietary


Create Ads the Facebook Way

Š 2009 AboutFaceDigital, Confidential & Proprietary


Ad Targeting Made Easy

Š 2009 AboutFaceDigital, Confidential & Proprietary


Place Your Bid

Š 2009 AboutFaceDigital, Confidential & Proprietary


Facebook Ad Manager

Š 2009 AboutFaceDigital, Confidential & Proprietary


Measuring Ad Success • Facebook provides basic ad metrics via its Ad Manager • Facebook Insights offers deeper insights into social ad performance, including: – – – –

Reach (impressions/clicks) Viral impact (how many fan additions) Demographic breakdown Engagement (number of video plays, wall posts, etc.)

© 2009 AboutFaceDigital, Confidential & Proprietary


Measuring Conversational Buzz •

Lexicon is a tool to measure conversation frequency within Facebook – www.facebook.com/lexicon – Enter up to five terms for a comparison graph Lexicon shows the number of users that posted each term per day on a profile, event or group Wall – Does not count repeated terms by the same user on the same day A new version available soon will offer advanced features – Demographic breakdown – Sentiment analysis (positive/netative) – Conversational maps – Additional related metrics (associations, pulse, etc.)

© 2009 AboutFaceDigital, Confidential & Proprietary


Lexicon: Cool Charts and Graphs

Š 2009 AboutFaceDigital, Confidential & Proprietary


Facebook Platform

Š 2009 AboutFaceDigital, Confidential & Proprietary


Branded Applications •

Facebook opened up its platform to developers in April 2007

Presently, there are 52,000 applications available in the Facebook Application Directory Facebook has signed up more than 950,000 developers from more than 180 countries Every month, more than 70% of Facebook users engage with Facebook apps More than 100 applications have more than one million monthly active users

• • •

© 2009 AboutFaceDigital, Confidential & Proprietary


Branded App: Foot Network Make a Cupcake and Send to a Friend •Fun, engaging activity •Underscores brand •Highly viral •Integrates unique content

© 2009 AboutFaceDigital, Confidential & Proprietary


Branded App: Visa The Visa Business Network •Free $100 ad credit •More than 50K installs •Resources and advice for small business owners •Ability to network with others in the community

© 2009 AboutFaceDigital, Confidential & Proprietary


Facebook Connect •

Provides web site owners with a single signon process

Extends many of the same Facebook features that people have come to rely on to partner web sites

Seamlessly publishes members social actions to their Facebook news feeds, fueling the viral channels

Keeps your users' personal and friend data in sync with Facebook

More than 10,000 websites have implemented Facebook Connect since its general availability in Dec. 2008

© 2009 AboutFaceDigital, Confidential & Proprietary


Ben & Jerry’s Serves Up Tasty Connect

© 2009 AboutFaceDigital, Confidential & Proprietary


Last Words

Š 2009 AboutFaceDigital, Confidential & Proprietary


FACEBOOK MARKETING GUIDELINES •

Be Honest - always practice transparency. If you are representing a client, make sure to clearly identify state your association

Be Passionate - enthusiasm spreads. You’ve got to drink the coolaide if you want others to follow

Be Patient - Building an online reputation is a process. Blogs, Twitter, Facebook, LinkedIn all take time and dedicated efforts to build a fan base.

Everyone Loves Free Stuff - This is especially true on Facebook, but can be generally applied across all web marketing channels

Measure Your Success - Marketers are increasingly under pressure to show ROI. The three M’s of social media marketing are Monitor, Mine and Metrics.

© 2009 AboutFaceDigital, Confidential & Proprietary


Facebook Closing Notes •

Facebook offers marketers a ready-made environment with 200-million members

The social network provides tools for anyone to create a Facebook presence

Public Profile pages are the best place to start, as they allow a company, celebrity or organization build a network of fans

When a user becomes a fan of your Public Profile, you have an interested, opt-in consumer

valuab Facebook ads are among the best ways to drive fan engagement Promote

© 2009 AboutFaceDigital, Confidential & Proprietary


Contact Richard Krueger (917) 400-0240 Rich@aboutfacedigital.com

Š 2009 AboutFaceDigital, Confidential & Proprietary


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