Full-service online + interactive marketing firm

Presented to:

Lessons from the Social Edge:

How Companies Can Stay in Front of Facebook

OMS Chicago 2011

#OMSCHI

Agenda

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Intro

• About Marcel Media

• Meet Kelly Cutler

• Video

• Social Data

The Facebook Phenomenon

• Benefits

• Breaking Down Facebook Apps

• Case Study

Summary

• Tips for Engagement

• Facebook Tools

• Q&A

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About Marcel Media

Marcel Media is a full service, award-winning, interactive marketing

agency specializing in Search Engine Marketing (SEM).

We provide creative and customized marketing solutions such as Pay

Per Click (PPC), Search Engine Optimization (SEO), Social Media,

Interactive Facebook Applications, Conversion Optimization, Website

Development and Web Analytics.

@marcelmedia

Facebook.com/marcelmedia

www.marcelmedia.com/blog

3

About Kelly Cutler

Kelly Cutler is the CEO of Marcel

Media, a Google Certified

interactive, marketing firm

specializing in Search Engine

Marketing.

Kelly’s achievements include serving

as the first woman president of the

Chicago Entrepreneurs’ Organization,

instructing at the University of

Chicago and DePaul University, and

speaking on industry topics across

the country.

And two kids.

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/in/kellycutler

@kfcutler

Do I Have Your Attention?

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http://www.youtube.com/watch?v=nMeYdSYCC7A

In the past month Facebook has announced

continuous new enhancements to their platform.

They now offer:

• Video calling for chat (competing with Skype)

• Facebook email (competing with Gmail)

• Facebook Places (competing with Foursquare)

• Deals on Facebook (which competes with Groupon)

• Perhaps most importantly, Interactive Facebook Applications

Questions:

• What should you focus on?

• What makes sense for your business?

• How can you get the most out of your Facebook Fan Page?

How to Stay In Front of Facebook

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Facebook’s New Phenom: Interactive Apps

Source: ibrandstudio.com

Over 1 million developers and entrepreneurs from more than 180 countries

Every month, more than 70% of Facebook users engage with Platform applications

More than

500,000 active applicationscurrently on Facebook Platform. More than

250 applicationshave more than 1 million monthly active users.

More than

80,000 websiteshave implemented Facebook Connect since its general availability in Dec 2008.

More than

60 million Facebook usersengage with Facebook Connect on external websites

Every month.

1. Branding

2. Customer Engagement

3. Drive Traffic to Top Converting Landing Pages

4. Reputation Management

5. Customer Acquisition

6. Lead Generation

7. Client Retention

8. Viral Marketing

9. Real-Time Feedback

10. Build Business Cases

10 Benefits of Facebook Applications

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Most Platforms Offer:

• Applications: Create value drive sales, generate impressions and

foster community engagement.

• Publishing: Plan, author, and schedule content to auto publish in

advance. Many also allow you to geo-target posts in local languages

and time zones.

• Moderation: Features can include keyword filtering, comment views,

customer service escalation and workflow, tracking and deletion of

comments, and archiving.

• Tracking/Reporting: Competitive analysis, and

summary stats for fan count, fan growth, page views

and demographics.

A Breakdown of Facebook Application Features

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• Give fans something exclusive & reward super fans

• Let fans help create the offer

• Be concise-posts should be 80

characters or less

• Posts that occur outside of

business hours increased

engagement rates by 20%

• Facebook engagement has three peaks:

o Early morning (7 a.m. EST)

o After work (5 p.m. EST)

o Late at night (11 p.m. EST)

Tips to Increase Brand Engagement

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• Entertainment: Friday-Sunday

• Media: Weekends

• Automotive: Sunday

• Business & Finance: Wednesday & Thursday

• Retail: Sunday

• Healthcare & Beauty: Thursday

• Food & Beverage: Tuesday & Saturday

• Travel & Hospitality: Thursday & Friday

A Breakdown of Engagement by Industry

7/26/2011 11Source: Mashable

Oscar Mayer rewards fans by creating a campaign that promotes viral sharing.

The more people that share, the more money fans save on their products.

• Oscar Mayer offers consumers a coupon to try the product, and encourages

them to come back to share a “Taste-a-Monial” and receive a second

coupon.

• For every 5,000 people who share their Taste-a-Monial, the value of the

coupon will increase by $0.50.

• The value continues to increase until

the deal becomes a free pack of

hot dogs, or until the promotion

ends on August 15.

• At that point, everyone who shared

a Taste-a-Monial will be rewarded

their coupon.

Oscar Mayer’s Case Study in the Making

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Clarisonic appealed to their fans sense of good will and prospered.

• Clarisonic recently ran a fundraising campaign for “Look Good, Feel

Better,” a program that helps women battling cancer cope with

treatment-related skin changes and hair loss.

• They contributed a $1 donation for each new “Like” on its Facebook

page.

• They made it fun and easy to share the program with friends by designing

different “calls to action” that visitors could choose to share.

• As a result, Clarisonic

generated over 30,000

new Likes on the page.

Clarisonic Case Study

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• Buddy Media - www.buddymedia.com

• Vitrue - www.vitrue.com

• Context Optional - www.contextoptional.com

• Wildfire - www.wildfireapp.com

• FBML – Is in the process of being phased out. Existing FBML apps will still

be live, but any new apps through Facebook will be through iframes or

social plugins.

Top Application Platforms

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• Like Button – One-click share functionality

• Send Button (relatively new) –

Allows your users to Facebook

message your content directly to

their friends.

• Recommendations - Gives

users personalized suggestions for

pages on your site they might like.

• Live Stream- Lets your users share

activity and comments in real-time as they interact during a live event.

• Facepile - Displays the Facebook profile pictures of users who have liked

your page or have signed up for your site.

Social Plugins for your Website & Fan Page

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Kelly Cutler

kelly@marcelmedia.com

LinkedIn.com/kellycutler

Twitter.com/kfcutler

www.marcelmedia.com/blog

Thank You!

Questions?

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