eMarketer Webinar: Facebook Marketing—Strategies for Turning “Likes” into Loyalty

©2011 eMarketer Inc.

Debra Aho Williamson,Principal Analyst@DebraWilliamson

J U L Y 2 8 , 2 0 1 1

Facebook Marketing–Strategies for Turning “Likes” into Loyalty

Kimberly Maul,Writer/Analyst@berly624

Sponsored by:

Joined by:

©2011 eMarketer Inc.

Agenda

• How are marketers using Facebook?

• How do consumers interact with brands there?

• What happens after the “like”?

• Case studies:

• Adobe Photoshop

• Chef Boyardee

• Discovery Communications

• Clarisonic

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How Marketers Are Using Facebook

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The percentage of marketers who consider Facebook important is growing

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Marketers generally consider Facebook the most effective social media site

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Small businesses also consider Facebook the most effective

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However, B2B firms favor Twitter

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For large brands, benchmark comparisons are starting to emerge

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Recent data analyzed how the number of fans affects page engagement

The July 2011 Global Digital Marketing Performance Report from Efficient Frontier found that there were 100 comments on average for every brand post on a Facebook page.

Additionally, every 17,000 additional fans generates one additional comment per post.

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How Consumers Interact With Brands on Facebook

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Consumers prefer to receive marketing via Facebook vs. other social venues

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Favorite types of companies include:

• Entertainment• Food• Restaurants• Apparel

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Deals and offers are still a key reason for consumers to “like” a brand…

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…but consumers also appreciate receiving news and product information

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Search remains the main way consumers find info about brands…

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…but organic conversations have real value

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How Can Brands Go Beyond the “Like”?

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Brands can encourage Facebook interactions by timing their posts

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Four ways a bagel chain keeps Facebook users engaged:

#1: Ask questions Simple questions get consumers thinking about the brand.

Over 80 pictures submitted in three days

Over 80 pictures submitted in three days

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*Note: Facebook’s Promotions Guidelines state that you cannot use Facebook features such as the “like” button for voting in a contest.

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#2: Different discounts for different goals

• Vary your offers. Higher-value offers encourage initial “likes”; smaller discounts promote loyalty among current fans.

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#3 Respond quickly

• Speed is important. Brand representatives need to answer questions quickly, and in real time.

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#4 Reward your fans

• Give insider access. Sneak peeks make consumers feel special.

“Not being a national advertiser, we decided to make Facebook a pivotal part of our strategy for growing our brands and increasing the quality of our engagement with our current and potential customers.” —James O’Reilly, chief concept officer at Einstein Noah Restaurant Group

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Key reason Facebook users “unlike” a brand: too many posts crowding their feeds

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Case Studies

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Case study: Adobe Photoshop engages its loyal fans to share the love

July 2009: 240,000 fans of Facebook page, without any active involvement.

Product management team took over the page and asked fans what they wanted.

The team posts questions, tips and tutorials, and video demonstrations five times a week.

“I think about it as if I’m designing the product; I think about the user. Is this piece of content we’re about to share useful to them?”—Maria Yap, Adobe’s director of product management

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What Photoshop achieved:

February 2010: 500,000 “likes”

October 2010: 1 million “likes”

December 2010: 1.5 million “likes”

July 2011: 2.6 million “likes”

“You’re not making the community—you’re part of it.”—Maria Yap

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Case Study: Discovery manages a network of pages

Nearly 75 Facebook pages for its networks and TV shows.

Managed by a social media team of eight. The social media team works directly with the

network and show teams and meets regularly to discuss best practices.

Posts include video clips, chats with show talent, news articles and cross-page promotions.

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What Discovery achieved:

As of July 2011, Discovery had 39.7 million “likes” across all its pages, adding 500,000 a week.

“MythBusters” is Discovery’s largest page, with 4.4 million “likes,” up from 808,000 in July 2010.

Facebook chat with Buddy Valastro from “Cake Boss” had over 5,000 comments in 60 minutes.

“Each network retains its own voice, priorities and personality, but you get all the benefits of a central team.”—Gayle Weiswasser, Discovery’s VP of social media communications

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Case study: Chef Boyardee targets moms with Facebook-AOL integration

Challenges:

• Reach a target audience (moms) that goes beyond the brand’s general-interest Facebook fan base

• Encourage moms to interact in two destinations: Facebook and ClubMum.net, an AOL site

• Foster conversations about picky eaters and be seen as a resource on nutrition

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Chef Boyardee got mixed results…

AOL site: 1.3 million visits in first six months Club Mum Facebook page: 29,000 “likes” by July ’11. Chef Boyardee’s partnership with AOL ended May 31

and ClubMum.net now directs users to Facebook. Facebook activity dropped from 35 interactions per

post in first six months of the campaign to fewer than 20 in July 2011.

Takeaway: Focusing on a small niche community can work for some brands, but dividing attention between Facebook and another site requires a delicate balance.

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Case study: Clarisonic—building support for a cause via Facebook

Clarisonic, a skincare company, partnered with nonprofit Look Good…Feel Better in May 2010.

“Like” campaign: Donated $1 for every new “like” during Breast Cancer Awareness Month, October 2010.

Promotion: social networks, email blasts, Facebook ads, and company website and blog.

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The campaign led to increases in several key Facebook metrics

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Facebook campaign netted $30K in donations

Clarisonic’s Facebook Page now has more than 75,000 fans

Will leverage relationships with celebs like “Black Swan” star Mila Kunis for Look Good…Feel Better

What Clarisonic achieved:

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Best practices for marketers:

Let fans create the community. Rather than force interactions among fans, let the community grow and bond organically.

Know what topics and issues are important to your customers. Learn from fans’ interactions and mesh offline behaviors with online promotions.

Short-term promos need long-range planning. Discounts can help buy “likes,” but that is only the start of the brand relationship.

Link and integrate Facebook pages to maximize interactions. A network of branded pages can be stronger than the sum of its parts.

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Conclusions

More marketers are using Facebook than ever before. 61% of Fortune Global 100 companies have a Facebook page (Burson-Marsteller).

“Like” is only the start. It is much harder to sustain the relationship post-click than to get consumers to make the first click.

There’s still room for growth. Just 25% of social network users follow companies or brands in social networks (Arbitron/Edison Research).

Facebook must be fully integrated. Brand pages should be synced with other online/offline marketing.

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VITRUEPUBLISHER

PUBLISH

Create more visually compelling posts

Include images, audio, video and Wall Apps like Coupons, Polls, Email registration

Open Graph publishing

SCHEDULE

Schedule posts in advance, publishing 24/7

Allow multiple team members to collaborate on posts

Multi-account and user collaboration

MODERATE

VITRUEPUBLISHER

Powerful and comprehensive Facebook wall moderation, with optional automation using word lists

Defined permission levels

MEASURE

Live metrics including clicks, comments, likes, shares, plays, entries and actions

Use Omniture, DoubleClick, WebTrends, Google Analytics, etc

STANDARDAPPLICATION MODULES

VITRUETABS Engagement apps like

Coupons, Polls, Quizzes, Mailing List, Sweeps and Gifts

Media apps such as photos, videos, Twitter and content feeds

Social apps such as events, calendars, local events and content sharing

VITRUEAPPS

Vitrue’s suite of Facebook Apps punctuate your conversation, creating an even richer brand experience.

We empower Apps to be delivered with ease in a variety of ways. From being housed in a tab, to being delivered directly to a fan’s news feed to being built as custom experience.

FOR THE LATEST TRENDS,INSIGHTS + PRODUCT INNOVATIONS...THANK

YOU

©2011 eMarketer Inc.

Facebook Marketing–Strategies for Turning “Likes” into Loyalty

Questions & AnswersRegistrants will receive an email tomorrow that includes a link to view the deck and webinar recording.

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Twitter Hashtag: #eMwebinar

Presented by:Debra Aho WilliamsonPrincipal Analyst, eMarketer, Inc.

Sponsored by: