Facebook

Social Media Marketing Channel:

Facebook

Audience• AB - 1,496,580• BC - 1,636,800• MB - 384,580• NB - 399,200• NL - 154,220

• NT - 14,600• NS - 430,040• NU – 940• ON - 4,870,020

• PE - 53,240• QC - 1,971,520• SK - 351,780• YT - 24,480

•  4,870,020 members, 1,276,000 of them are in Toronto

• 116 million unique U.S. visitors in Dec. 2009

• slightly more female• aged 13-34

Target Market

Pros

• Highest use percentage of all social media sites

• Allows users to reconnect with old friends

• Allows you to stay connected• Self-Promotion• “Like” pages you want info from

Cons

• “friend” term – unwanted friend requests

• Overcrowded newsfeed• Spam• Misused photos• Tagged• Privacy Issues

Success“Advanced Telecom Services – I didn't really think of Facebook as a site where people are ready to buy something, but it has proven me wrong. The great think about the advertising is that I can pinpoint the audience that I want to speak to – young adults who work in the advertising agency business. We are seeing a conversion rate that is 87% better than that of traditional pay per clicks on Google and Yahoo.”

Bob Bentz Wayne, Pennsylvania, USA

advancedtele.com

“The Positive People – Within the first 15 minutes of our ads running we had over 30 clicks to our website. We get a consistent stream of subscribers and. Facebook has expanded our market nationally in a way that no local print magazine could. The best part is that we can control our budget and spending according to our needs. As a start-up, we are so relieved that there is no contract or financial commitment. It is cost-effective and produces real results! My business partner and I even have competitions. We each design an ad and see who gets the most clicks! Who thought advertising could be this fun?”

Indi Avila Orange County, California, USA

thepositivepeople.com

steps to success

1. Target precisely and experiment2. Stick to the point3. Add a photo4. Provide a compelling reason to click5. Make it interactive6. Encourage sharing

6

http://www.socialmediaexaminer.com/9-facebook-marketing-success-stories-you-should-model/

Failures“The reason is actually very simple – People going to a search engine tend to be “on their way” to somewhere. Someone who is on Facebook is already where they want to be.”

“A search engine is a portal, not a destination.”

- Quintin

reasons

• Keywords are not interests• Ads take users away from Facebook• Ad copy to forward• No multi-step engagement• Not updating the fan page• Only going for exposure

6

http://www.socialmediaexaminer.com/facebook-marketing-studies/

Trends

References• (2009) Facebook Advertising Provides Precise Targeting for Less. Retrieved from

http://www.google.com/url?sa=t&source=web&cd=8&ved=0CGsQFjAH&url=http%3A%2F%2Fgoodworksconnect.org%2Fuploads%2FFacebook-Success-Stories.pdf&rct=j&q=facebook%20advertising%20success%20stories&ei=Yo9yTqjXIObZ0QGS55iiBQ&usg=AFQjCNGoJaH5Kfgvn8yik5X5OhtDMGBcgw&cad=rja

• (2009, May 13) Facebook Advertising and Demographics in Canada. Retrieved from http://www.thewebshop.ca/blog/2009/05/facebook-advertising-and-demographics-in-canada/

• (2010, August 11) 7 Hidden Reasons Why Companies Fail At Facebook Advertising. Retrieved from http://www.ppcsummit.com/newsletter/google-adwords/7-hidden-reasons-why-companies-fail-at-facebook-advertising/

• (2011) Pros and Cons of Facebook. Retrieved from http://www.surfnetkids.com/go/safety/752/pros-and-cons-of-facebook/

• Aronsson, L; Male, B. (2010, February 19) Is Your Target Audience On Twitter, Facebook, Or LinkedIn? Retrieved from http://articles.businessinsider.com/2010-02-19/strategy/29984065_1_social-media-facebook-users-linkedin-users

Reference Cont’d• General Team Login. (2010, June 9) Facebook Advertising: Top 9 Reasons Why

Digital Marketers Fail. Retrieved from http://www.ymarketing.com/blog/bid/29589/Facebook-Advertising-Top-9-Reasons-Why-Digital-Marketers-Fail

• Mershon, P. (2011, September 13) 9 Facebook Marketing Success Stories You Should Model. Retrieved from http://www.socialmediaexaminer.com/9-facebook-marketing-success-stories-you-should-model/

• Porterfield, A. (2010, September 7) 3 Studies Show Facebook Marketing Potential. Retrieved from http://www.socialmediaexaminer.com/facebook-marketing-studies/

• Quintin. (2010, August 27) Why Facebook Advertising Fails, and the Case for SEO companies. Retrieved from http://www.sabest.biz/blog/2010/08/why-facebook-advertising-fails-and-the-case-for-seo-companies.html

• Su, S. (2010, June 8) Who’s Using Facebook Around the World? The Demographics of Facebook’s Top 15 Country Markets. Retrieved from http://www.insidefacebook.com/2010/06/08/whos-using-facebook-around-the-world-the-demographics-of-facebooks-top-15-country-markets/

• Thandani, R. (2010, September 9) Pros and Cons of Facebook. Retrieved from http://www.buzzle.com/articles/pros-and-cons-of-facebook.html

Image Sources• Site source of do you have facebook?

http://www.flickr.com/photos/spiritolibero85/2939544686/sizes/m/in/photostream/Owner of photo: Alessio85

• Site source of ages chart http://static6.businessinsider.com/image/4b7efec400000000003e6685/ages-twitter-facebook.jpgOwner of photo: Quantcast

• Site Source of education level chart http://static6.businessinsider.com/image/4b7efed7000000000030cb3b/education-twitter-facebook.pngOwner of photo: Quantcast

• Site source of US Facebook users bar graph http://www.insidefacebook.com/wp-content/uploads/2009/02/20090201fbdemobar.pngOwner of photo: insidefacebook.com

• Site source of US Facebook users pie graphhttp://www.insidefacebook.com/wp-content/uploads/2009/02/20090201fbdemopie.pngOwner of photo: insidefacebook.com

• Site source of Facebook memologyhttp://4.mshcdn.com/wp-content/uploads/2010/12/facebook_memology.jpgOwner of photo: Stan Schroeder