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How the Big Brands do Facebook MarketingPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbAll Facebook
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Sharing on Facebook, Twitter, etc.Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbSocial Media EvangelistJustin KistnerNick ONeill@Webtrends@justinkistner on Twitter@justinkistner on Facebook@AllFacebook (part of @SocialTimes)@allnick on Twitter@NickOneill on FacebookFounder
3rd era of the WebSearch Volume Index - Google TrendsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Social media usage is exploding3 out of 4 Americans use social technology*2/3 of the global internet population visit social networks**Social Media has overtaken porn as the #1 activity on the Web (more popular than email)***And, its growing at 3X the rate of the overall Internet**
* Forrester, The Growth Of Social Technology Adoption, 2008**Nielsen, Global Faces & Networked Places, 2009***http://www.reuters.com/article/technologyNews/idUSSP31943720080916 Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
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Shift from portals to social
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Facebook is the worlds most visited sitevsvs
* Compete.com comparing visitsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Facebook Sends More Traffic toNews Sites than Google
vs4%3%2%1%01/200901/201007/2009Upstream visits to news and media from Google News and Facebook from HitwisePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Facebook is the worlds networkPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
~500,000,000Facebook UsersPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
~5,000,000,000Facebook Posts per WeekPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Facebooks largestdemographic is 35-54Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Facebook Marketing BasicsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Destination vs. Traffic SourcePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb6 hoursper monthReferrers more traffic than Google NewsAds that link into Facebook have higher CTRs
6 hours per month is more than all Google, MSN/Bing, and Yahoo! properties combined*
Facebook Marketing StrategiesPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
MonitoringCampaignsRelationshipsPages/Wall/InteractionsGroupsNativeCustomEngagementCustomer serviceAmbassadors
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Native CampaignsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbVideoEventsFanVirtual GiftPollProduct Sample
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Classic Marketing Campaign FunnelPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
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Facebook Marketing Campaign CyclePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
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Facebook Marketing Campaign CyclePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbEarnedOwnedPaid
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Facebook Marketing Campaign CyclePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbEarnedOwnedPaid
PagesAdsAppsPlugin
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Facebook Marketing Campaign CyclePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbEarnedOwnedPaid
PagesAdsAppsPlugin
ConversionsTransactions
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The Facebook Marketers ToolboxPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
PagesAdsAppsPluginsWallInteractionsUpdatesEventsMediaSelf-serveAd repIn appMedia buyersStandaloneTabsIframePermissionsLikeLoginRecommendActivity streamsMore
Facebook CampaignsContestsSweepstakesVirtual GiftsPollsCouponsQuizzesProduct Samples
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Facebook AdvertisingHome PageVideo CommentEventFanVirtual GiftPollSamplingStandardRest-of-site
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Theres self-service or ad reps. Engaging with ad reps means spending $40K or more per year on advertising. All Nippon Airways experienced high performing ad campaigns resulting in CTR of 8 - 12%. Their well-targeted Facebook Ads averaged 25% CTR.*
Facebook Fan PageWallCommentsLikesInfoPhotosVideosEventsPollsDiscussion
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
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Facebook ApplicationsGamesStoresCampaignsCustomer ServiceLanding PagesMedia PlayersServicesBooking Engines
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
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Facebook Social PluginsLike ButtonRecommendationsLogin with FacesCommentsActivity FeedLike BoxFacepileLive Stream
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
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Facebooks Top BrandsPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Top brands are shifting their budgetsFrom microsites to socialFrom $20MM Superbowl adto socialPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb10 Biggest Brands On FacebookFacebookStarbucksTwilightSouth ParkCoca-Cola
SkittlesOreoLostRed BullScrubs
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb5 Case Studies Of Brandsvitamin waterMarshalls - $5,000 Wardrobe CompetitionDoritos AdvergameBing Farmville PromotionScion tC Release Video
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbvitamin water New Beveragevitamin water connect contest$5,000 prizeUsers voted on a flavor and selected black cherry-limeFlavor tasted horrible but received plenty of coverage
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbMarshalls $5000 WardrobeUsers become fans of MarshallsTV Promotion used to drive users to pageEach week there is a video quizCompleting quizzes earns keysOne key unlocks $1,000 prize each week
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbDoritos AdvergameCampaign uses Facebook Connect to customize a video game experienceUsers need a bag code to gain access to the videoHuge promotion budget to create complex gameUsers must log in with Facebook to access
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbBing Farmville PromotionGained 400,000 fans with Become a Fan call to action buttonUsers received farm cash in exchange for fanningNo knowledge of amount spent but most likely $1 million+Updates to those fans drove 20,000 click throughs on content
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbScion tC ReleaseVideo promotion that places user profile data in the video promotionDisplays friends information as well within the promotionYou can view the video at http://bit.ly/scionfb
Value of a Facebook FanSource: http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf 68% of Facebook Fans indicate they are very likely to recommend a product.
Facebook fans reported spending $71.84 more per year than non fans.
The most valuable fan in the survey was that of McDonalds who presented an annual value to the organization of $508.16
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
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Facebook Marketing EcosystemPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
The Social Platform Management MarketRazorfishMr. YouthPowered
WildfireTranspondSocial Amp
Context OptionalInvolverVitrue
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
AgenciesToolsPlatform Mgmt.Full ServiceSocial CreativeSocial DeveloperApp & Ad ManagementMulti-Platform SupportRelationship ManagementCampaign Management
Multi-channelDashboardsPublishing toolsModerationEscalationAudit trailsSocial apps
Relationship ManagementPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Facebook Marketing Challenges Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbMeasuring SuccessMany brands invest in awareness building, not just purchase conversionFacebook ads can drive new fans as well as purchases, goals must be definedStrategy depends on companys aims, many have been experimental but social media budgets are expanding
Traditional tagging doesnt work
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
No ad conversion tracking inside Facebook
?Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Clickthrough rates are higher and conversion rates are higher when the campaign stays inside Facebook. *
Scattered data sourcesPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Facebooks analytics covers corePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
WallPageCore
API
Insights
Webtrends tracks the platform
v
AdsWallPage
Core
API
InsightsWebtrendsPlatform
Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafbACustom Tabs & Apps
Platform
ConversionOptimizationRetargetingAwarenessSubscriptionEngagementVolumeFansPage/Media ViewsInteractionsAggregate DemographicsInfluencersConversions/TransactionsAttributionProfile Data2-3 DaysHours to MinutesValue
Data RichnessAPIInsightsFacebook Data Value PyramidPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
AdvicePresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Buy adsCreate appsMeasure success3 tips to get startedPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
Viewing Facebook as a traffic sourceDoing nothingPrivacy debacles3 things to avoidPresenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
@justinkistner @allnick
Questions?Presenters: @justinkistner and @allnick Hashtag: #amafbhttp://bit.ly/amafb
*6 hours per month is more than all Google, MSN/Bing, and Yahoo! properties combined*
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*Theres self-service or ad reps. Engaging with ad reps means spending $40K or more per year on advertising. All Nippon Airways experienced high performing ad campaigns resulting in CTR of 8 - 12%. Their well-targeted Facebook Ads averaged 25% CTR.*
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*Clickthrough rates are higher and conversion rates are higher when the campaign stays inside Facebook. *