Facebook

“The Social Network”Presented By:Cassie Beaty

Shawonda Lang

A social networking website with over 1 Billion users

Started February 4, 2004 by a college student at Harvard

Used to connect with friends and family Upload and download videos amongst friends Send and receive messages to people/businesses Exchange pictures Share status updates to distant relatives/friends Businesses can create a page to advertise and

market their services and products

What is “Facebook”?

Page Insights- Allows you to see what your fans like ,how many people like it, and what the comments are.

Private Groups- a free way to communicate with others as if it was a meeting, without others knowing what being said. Also away to notice what's going on around you.

Facebook Studio’s Learning Lab- Facebook Studio is a location ran by Facebook. It focuses on businesses that have a very high popular marketing. The real marketing is learning labs, you can locate tools to keep you updated with the latest and greatest by Facebook.  

Promoted Posts- is new as of may 2012. If you have something you want to get out to the world and you don’t want them to miss it you can pay to endorse a post. The post will be in all your fans’ newsfeed and from that point they can like or share the post so their friends and see it.

Targeted Premium Ads- A tool that is made to help brands put ads out. Sponsored stories on Facebook will make sure that the ads are put on the the right sidebar; this is 40% more effective than any other tools.

Companies use theses tools to boost the business and brand.

Facebook tools

9

4

• Make connections with others that is interested in something that your also interested in.

• Being able to make new friends • Being able to connect with old friends from

high school, college, etc…. • Keep in touch with family members• Businesses being able to advertise

User Benefits

Monetization Strategy

The monetization strategy for Facebook are the use of Apps and the new ways of messaging (such as the “WhatsApp”). Apps and messaging use advertisements to make profits.

The WhatsApp was bought by Facebook which has over 450 millions users and is predicted to continue to grow. Each user pays $1 a year, this will only add monetary value to Facebook.

Facebook has maximized their monetization strategy by using these messaging apps. 

Facebook’s messenger footprint• WhatsApp • Facebook Messenger• Slingshot

5

Facebook is a very useful tool for marketing Over 1 billion users can be exposed to marketing

done by businesses Advertisements and Apps are available at the

touch of a button Facebook allows businesses to create a page to

provide information, run contests, advertise special deals, and provide any new announcements to the public

On a typical Facebook page, advertisements and opportunities to install apps and visit websites are displayed on the right side of every page

Marketing

Here is a typical Facebook page. The red outline is the available advertisements and apps available

to users of Facebook.

Facebook allows anyone to create an ad for a business 1

The ad is built to have any of the following results: Encourage an audience to visit the business

website Build the page on Facebook Encourage visitors to install the app for your

business To encourage more activity on your app (ie:

Candy Crush) To promote offers your business is currently

having

Creating Ads

Facebook offers Apps (Applications) to users These apps are available for entertainment,

information, and convenience Some apps offer in app purchases which is a way

to make money Some apps downloaded through Facebook require

an agreement to be signed to get permission to access your personal information over Facebook (i.e.: email address, hometown, name, etc.)

Promoting these apps can benefit companies by increasing income and customer usage

Promoting Apps

Entertainment-benefit the most by offering App downloads and in-app purchases while allowing customers to interact with Facebook friends in the App

Retail and Fashion-offers new styles and rebates on apparel in numerous department stores

Marketing-cuts down on advertising cost and gets exposure to millions of people

Restaurant Chains-promote new recipes and dinners by offering coupons on dining

Large and Small Businesses-can advertise and provide information about services offered

Industries Benefiting from Facebook

1. King Digital Entertainment-uses Facebook for monetary purposes, entertainment, and promotion of the awareness of available apps and games made by the company.

For example, King Digital Entertainment are the makers of the popular game “Candy Crush Saga”. This game is offered through Facebook and offers in-app purchases along with opportunities to get help within the game from Facebook friends. Other games made by King Digital Entertainment are also advertised through “Candy Crush” which increases customers for the company.

Companies Using Facebook Efficiently

2

2. Online retailers such as Overstock.com and Zappos.com

Provide advertisements to display new fashions and styles at extremely low prices. Facebook allows users to click on a link to access these companies websites where ordering the new fashions are at the ease of your fingertips. These companies provide different promotions such as sweepstakes giveaways and discounts on the Facebook page.

Companies Using Facebook Efficiently (cont.)

3. Beauty Product Companies such as Sephora and Old Spice

Use Facebook to create loyalty of consumers. Old Spice provides a page with entertaining pictures and videos meant to create conversation between people while advertising their product. Sephora created a page that enhances the uses of products while providing information about new and upcoming products provided by the company.

Companies Using Facebook Efficiently (cont.)

3

Small Businesses (Amy’s Baking Company)7: some small businesses tend to air out problems and beliefs over social media which can harm the businesses reputation

Domino’s Pizza: Failed by having an automated “So sorry about that”6 message to anyone that commented on the Facebook page, even when people were complimenting their pizza

Nestle: made CBS news by insulting customers who were fans of their page on Facebook by not allowing them to use the Nestle logo, then Nestle argued with the people that questioned the request on the public Facebook page 8

Companies that have failed using Facebook

Health Service Industries: (such as AARP, Hospitals) may not find social media as valuable, the older demographic doesn’t use social media as much as the younger generation. The effect of such marketing tools wouldn’t influence the industry much.

Agricultural Industry: May not find much value in social media. This is more of an outdoor and hands-on field where a direct link to a website may not have much of an affect on the industry.

Non Beneficial Industries

Advertising on a website where people can comment is always a risk. Some people may take your businesses goals and advertisements offensively and can publicly debate it in a post on the Facebook page.

Can’t localize the message of the product to a target audience. Facebook can allow numerous people to create a business page so

you have the risk of someone making a false page of your business. Companies Facebook pages can be hacked by unanimous individuals

and can jeopardize the company. Sony got hacked by a young man named George Hotz and Facebook hired him to try to stop hackers.

There are numerous steps to take to try to stop hackers, securing your account by having a unique password for your business.

Businesses need to take the proper steps to ensure the wrong marketing message doesn’t get posted to the page. Always take into consideration the different perceptions that a message can give off.

Marketing Risks

Overall the rewards outweighs the risk of social media marketing.

Price of advertising are lowered Exposure to the public and different demographics

increase by the use of Facebook Small businesses get to promote and give information

pertaining to what the business has to offer Large companies can get feedback from customers as

well as increase fans and consumers Individuals get to stay in touch with acquaintances’ and

long distant friends and relatives, along with staying informed on the latest releases on consumer products

Conclusion

1. https://www.facebook.com/advertising/?campaign_id=264263327005748&placement=tad&extra_1=not-admgr-user

2. https://www.google.com/search?q=candy+crush&client=firefox-a&hs=k1Y&rls=org.mozilla:en-US:official&channel=sb&source=lnms&tbm=isch&sa=X&ei=-AX1U_iEGoWRyATYvIA4&ved=0CAkQ_AUoAg&biw=1252&bih=672#facrc=0%3Bcandy%20crush%20logo&imgdii=_&imgrc=_

3. https://www.facebook.com/OldSpice/photos/a.169326744068.120418.141462864068/10151445841489069/?type=3&theater

4. https://developers.facebook.com/tools/5. http://

seekingalpha.com/article/2265763-facebook-mobile-monetization-strategy-is-clear

6. http://www.prnewsonline.com/water-cooler/2013/08/13/you-love-our-pizza-were-sorry/

7. http://www.huffingtonpost.com/2013/05/14/amys-baking-company-kitchen-nightmares_n_3274345.html

8. http://www.cbsnews.com/news/nestles-facebook-page-how-a-company-can-really-screw-up-social-media/

9. http://blog.louddoor.com/blog/bid/205254/Essential-Facebook-Tools-for-Marketing-Teams

References: