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© 2010 Buddy Media, Inc. CONFIDENTIAL.
Facebook is No Longer Optional … It’s THE Marketing Channel
Presented by:
Michael LazerowChief Executive Officer, Buddy Media Web 2.0 ExpoSeptember 30, 2010
Welcome to the University of Web 2.0: Marine Biology 101
McGraw-Hill Dictionary of Scientific and Technical Terms, 6th edition
(mə′rēn bī′äl·ə·jē) - A branch of biology that deals with those living organisms which inhabit the sea.
The copepod (a / k / a Plankton)
Copepod - photo by Uwe Kils
1 millimeter long!
The Blue Whale (Balaenoptera musculus)
SOURCE: Wikipedia
Largest mammal on earth
108 feet long & 200 tonsTongue weighs 3 tonsHeart weighs 1300 lbsSpeed of up to 35 MPHLoudest mammals on earth with sounds heard 1000 miles away
A mammal like no other
SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
A mammal like no other
SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
Fastest growing mammal
SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
Gains 30 pounds a day and doubles its size in the first six months of its life.
Sound familiar?
Meet Facebookus Musculus, The Blue Whale of the InternetBiggest site on earthGaining 30M new members monthly
550M users worldwideHalf login daily700B minutes/month30B pieces of content shared monthly
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From baby to behemoth in 3 years!
SOURCE: Hitwise, Facebook.com, Checkfacebook.com. August 2010.
Just 3 years ago: Less than 25 million members
1% of time spent on the internet
US focused Fed by $100M/year Microsoft ad deal
Facebook Penetration: 2007
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Today: World’s Largest 2-way Global Media Platform
US: 59%
Canada: 57%
Chile: 85%Ecuador: 82%Columbia: 79%
UK: 63%
Australia: 54%
Indonesia: 100%
Russia: 4%
South Africa: 67%
SOURCE: Comscore MediaMetrix, Hitwise, Facebook.com, Checkfacebook.com. August 2010.
10% of all time Americans spend on the internet
$2B in salesRapid global expansion
Global marketing on one platform at scale for the first time!
Current Facebook Penetration
(% of online population)
France: 47%
Spain: 40%
August 2010: Facebook Overtakes Google in Time Spent
Watch out Google … no more smooth sailing
SOURCE: http://cosmicbuddha.com/2010/07/whale-vs-sailboat-for-real/
So what?
Facebook is the single most important marketing channel the world has ever witnessed.
Ignoring it is no longer an option.
Facebook is not just another marketing channel.
Facebook is THE channel.
Two primary ways to use Facebook to grow your business.
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First: Your brand on Facebook
Landing Tabs Wall Photos Videos Events Groups
What works?
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Power to the people – give them choices
Ask questions!
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Grow fan acquisition by using existing audiences (email)
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Drive conversions within Facebook
Global deployment: One unified Page, many country versions
Utilize “fan only” content to drive connections
Fan only content + UGC! (a / k / a 2006 meets 2010!)
Grow fan acquisition by using existing audiences (TV)
Replace your web site
Drive registrations and members!
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Give people easy tools to share and distribute content
Connect with holidays and events
Second: Facebook on your site: The Open Graph
Social pluginsUser registrationServer-side personalization
Analytics
Facebook on your site: The Open Graph
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Eventbrite: What are your friends doing?
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Rotten Tomatoes: What do your friends like?
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Amazon: What should you buy your friends?
How do I scale this?
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1) Strategy: Create your social calendar
2) Tools: Use tools to make it easy
Facebook management system should have the following Powerful content management system Library of applications to engage and grow fanbase Publishing tools for management and moderation of wall posts Easy drag-and-drop interface to make it simple to make changes No knowledge of FBML or FBJS required Full rights provisioning and security settings to empower cross-organizational cooperation
Real-time analytics with actionable data to optimize your presence
2) Tools: Use tools to make it easy
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3) Track everything
Goals? It depends.
SalesAn “owned” media network for your brandEngagementMore traffic to your web sitesRevenue from ad and sponsorship sales and ecommerce
Always-on communication with “fans” – social CRM
Free branded impressionsNot to get fired!
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Always-on conversations versus one-off campaigns
You need to be building on-going dialogue with consumers where they already hang out.
NHL.com: Anatomy of success
Message Your Fan Base Drive new fans by scheduling posts/updates to encourage likes, comments and shares
WALL
Scale Your Brand Create multiple tabs for brands, campaigns and projects
Engage Your Audience Launch engaging, content-rich social “applets,” like quizzes, polls, sweeps and more
Acquire New Fans Drive new fan growth through friend referrals and Newsfeed messaging
TABS
NHL.com: Anatomy of success
Give users a way to connect with your Facebook Page right from your web site.
LIKE BOX
Give users a way to connect with your site using their Facebook credentials.
LOGIN WITH FACEBOOK
Give users a way to “Like” content on your site and share it with their friends on Facebook.
LIKE BUTTON
Give users a way to share content with their friends with one click.
SHARE
NHL.com: Anatomy of success
Viral traffic
Viral traffic Viral
engagement
Viral engagement
The Branded Viral Loop
What does the “Like” button mean for the web?
http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
What does the “Like” button mean for the web?
Increased TrafficABC News: +190%Gawker: +200%Global News: +390% (#2 source of traffic)NBA: #2 source of trafficSporting News: +500%TypePad: +200%
SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
What does the “Like” button mean for the web?
Increased EngagementSimply Hired: +2.2X more job searches, 52% more jobs viewed/search
NHL: +92% more articles read; 85% time spent on site; 86% video views
Dailymotion: 30k Likes per Day
SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
Optimize with insights
What portion of Facebook users are logged in?
What type of users like this article?
What are people liking and sharing the most/least?
Where are the users liking?
SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
Thank you!
Michael LazerowCEO, Buddy Media
E: [email protected]: @lazerow
Email me to learn more about the Buddy Media Platform!
Crossed eyes!
