5 Tools For Effective Facebook Marketing

The 5 Tools for Effective Facebook Marketing
Justin Kistner Sr. Manager of Social Product Marketing
Dan Zarrella Social Media Scientist
@justinkistner @danzarrella #5tools
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.
Fortune 100 site traffic decreasing

Yearly change in Unique Visits Fortune 100 (2009-2010)
150.00%
Cisco systems (139%)
100.00%
50.00%
0.00%
-50.00%
Phillip Morris (-76.3%)
-100.00%

[1]
Average percentage drop was 23.02% 68% of companies experienced negative growth in unique visits from 2009 Unique visits [1] monitored between Nov 2009 Nov 2010 2010 were
FACEBOOK FANS
SITE VISITORS (MO.)
19,800,000 22,700,000
1,800,000 270,000
16,900,000
8,000,000
290,000
325,000
Facebooks Value Proposition

Website Integration Pages Ads Apps Analytics
Visit Everyday 76%
50%
FANS ARE HARDCORE FACEBOOK USERS

Fans Avg. User
Friend Network 310
130
Links Clicked 5.1 1
Existing customers 84% Want exclusive offers & benefits 83%
FANS ARE CUSTOMERS LOOKING FOR DEALS, NEWS & COMMUNITY
Buy more after becoming a fan

36%
Site
Like Button
Visually creates desire
Shares a link in the news feed
Discussion increases reach
Viral loop
And gives you fans to target ad offers
Pages
What drives people to fan?

Brand Invite/Ad Friend Search 49% 59% 75%
Fan Pages
Reaching fans with wall posts

EdgeRank ltered
MOST CLICKED ON WALL POSTS
2-3X
- Important sports wins - Simple, easy questions
- Touching, emotional stories - Provocative, passionate debates
1.5-2X
Updates have poor reach
Where fan messages go to die
You try to reach fans by mail
Ads reach all fans
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
Place Pages
Facebook Deals
Requires Check In
Unlocks a deal
Individual, loyalty, friend, & charity
Claimed deals become news feed posts
That link to your place page
Event Pages
Ads
Running Google Ads to Your Facebook Page
Social is demand generation
Search & Social
Ad Targeting to Increase Feedback
Ads
Feedback
Fans
Visibility
ECOMM IS HIGHLY SOCIAL Sociability
State targeting makes little to no impact on CTR
Education level impacts CTR
Segmentation
Fan Targeting
Non-Fan Targeting
Friend of Fan Targeting
Connection Targeting
10,401
Web 2.0
people
1,352,530
people
Web 2.0
COLD TARGETING VS. FANS
.05% .35%
Avg. CTR of ads to non-fans Avg. CTR of ads to fans
Competitive Targeting
Having fans improves ad performance
Image Selection
Ads
Ad Multiplication
Images Images Images
Ad Copy Ad Copy Ad Copy
Interest Targeting Interest Targeting Interest Targeting Interest Targeting Interest Targeting Unique Ad Combos
Images
Images
Ad Copy
Ad Copy
Ad Burnout
Apps
Landing Page Choices

Facebook Assets
Website
Landing Page Choices
50%+
ROI & Satisfaction
Facebook Assets
Website
Facebook is a destination site
Engagement Apps
Commerce Apps
Social Commerce
Analysts project $30 billion in Facebook store commerce by 2015, from $0 last year
FACEBOOK COMMERCE STATS
Avg. Time per Visit (50% growth Q1 20

2-4% 17% 2:50

Conversion Rates
Social Engagement Rate
Contests
Gamification
Extended Permissions
Busy Tabs Make Bad Landing Pages

Ads
Newsfeed Posts
2000 px 10 apps too busy
Using a single tab is like linking all Google Ads to your home page Need targeted landing apps
Analytics
Earned Media
Display Ad Example
Vs.
Lead Value
Direct Coupon Redemption

Attribution can be tracked through the redemption of coupons that are exclusive to Facebook pages.
Geographic Split Testing
Facebook Insights
Page & Graph Data
App measurement
Questions?
@justinkistner @danzarrella

5 Tools For Effective Facebook Marketing

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5 Tools For Effective Facebook Marketing

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The 5 Tools for Effective Facebook Marketing

Justin Kistner Sr. Manager of Social Product Marketing

Dan Zarrella Social Media Scientist

@justinkistner @danzarrella #5tools

Social Is The #1 Online Activity

@justinkistner @danzarrella #5tools

Fortune 100 site traffic decreasing

Phillip Morris (-76.3%)

SITE VISITORS (MO.)

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

Facebooks Value Proposition

@justinkistner @danzarrella #5tools

Visit Everyday 76%

FANS ARE HARDCORE FACEBOOK USERS

Friend Network 310

@justinkistner @danzarrella #5tools

Existing customers 84% Want exclusive offers & benefits 83%

FANS ARE CUSTOMERS LOOKING FOR DEALS, NEWS & COMMUNITY

Buy more after becoming a fan

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

Visually creates desire

@justinkistner @danzarrella #5tools

Shares a link in the news feed

@justinkistner @danzarrella #5tools

Discussion increases reach

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

And gives you fans to target ad offers

@justinkistner @danzarrella #5tools

What drives people to fan?

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

Reaching fans with wall posts

@justinkistner @danzarrella #5tools

MOST CLICKED ON WALL POSTS

- Touching, emotional stories - Provocative, passionate debates

@justinkistner @danzarrella #5tools

Updates have poor reach

Where fan messages go to die

You try to reach fans by mail

@justinkistner @danzarrella #5tools

Ads reach all fans

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

Individual, loyalty, friend, & charity

@justinkistner @danzarrella #5tools

Claimed deals become news feed posts

@justinkistner @danzarrella #5tools

That link to your place page

@justinkistner @danzarrella #5tools

@justinkistner @danzarrella #5tools

Running Google Ads to Your Facebook Page

@justinkistner @danzarrella #5tools

Social is demand generation

@justinkistner @danzarrella #5tools

Search & Social