The 5 Key Tools for Effective Facebook Marketing

@justinkistner @danzarrella #5tools

The 5 Tools for Effective

Facebook Marketing

Justin KistnerSr. Manager of Social Product Marketing

Dan ZarrellaSocial Media Scientist


Social Is The #1 Online Activity• Social media is not only the

most popular activity online, it grew the most at 48% growth over last year.

• Social media was the most popular activity last year. It also grew the most last year tripling in time spent over 2008.

• Users spend 4 times as much time on social networks than they do email.

• Users spend a 1/3 less time on email this year than they did last year.


Fortune 100 site traffic decreasing

• Average percentage drop was 23.02%

• 68% of companies experienced negative growth in unique visits from 2009 –

2010[1] [1] Unique visits were monitored between Nov 2009 – Nov 2010

-100.00%

-50.00%

0.00%

50.00%

100.00%

150.00%

Yearly change in Unique Visits – Fortune 100 (2009-2010)

Cisco systems (139%)

Phillip Morris (-76.3%)


19,800,000 1,800,000

FACEBOOK FANS SITE VISITORS (MO.)

22,700,000 270,000

16,900,000 290,000

8,000,000 325,000





Website Integration

Pages

Ads

Apps

Analytics

Facebook’s Value Proposition


76%

50%

Visit Everyday

Links Clicked

1

5.1

Friend Network

130

310

FANS ARE

HARDCORE

FACEBOOK

USERS

Fans Avg. User


FANS ARE

CUSTOMERS

LOOKING

FOR DEALS,

NEWS &

COMMUNITY

Existing customers

84%

Want exclusive offers & benefits

83%

Buy more after becoming a fan

36%


Site


Like Button


Visually creates desire


Shares a link in the news feed


Discussion increases reach


Viral loop


And gives you fans to target ad offers


Pages


75%

59%

49%

Friend

Search

Brand Invite/Ad

What drives people to fan?


Fan Pages


Reaching fans with wall posts

EdgeRank filtered


- Touching, emotional stories

- Provocative, passionate debates

MOST

CLICKED ON

WALL POSTS

2-3X

- Important sports wins

- Simple, easy questions

1.5-2X


Where fan

messages

go to die

You try to

reach fans

by mail

Updates have poor reach


Target fans

• Paid delivery like email

• Deploying an app and not notifying fans is like launching the landing page for an email campaign but never sending the email

Ads reach all fans


Place Pages



Facebook Deals


Requires Check In


Unlocks a deal


Individual, loyalty, friend, & charity


Claimed deals become news feed posts


That link to your place page


Event Pages


Ads


Running Google Ads to Your Facebook Page


Social is demand generation


Search & Social


Feedback

VisibilityFans

Ads

Ad Targeting to Increase Feedback



ECOMM IS HIGHLY SOCIALSociability



State targeting makes little to no

impact on CTR


Education level impacts CTR


Fan

Targeting

Non-Fan

Targeting

Friend of

Fan

Targeting

Segmentation


people1,352,530

Web 2.0

10,401 people

Web 2.0

Connection Targeting


Avg. CTR of ads to non-fans

COLD

TARGETING

VS. FANS

.05%

Avg. CTR of ads to fans

.35%


Competitive Targeting


Having fans improves ad performance


Image Selection


Ads

facebook.com


Ad Multiplication

Images

Images

Images

Images

Images

Ad Copy

Ad Copy

Ad Copy

Ad Copy

Ad Copy

Interest Targeting

Interest Targeting

Interest Targeting

Interest Targeting

Interest Targeting

Unique Ad Combos


Ad Burnout




Apps


Website

Facebook Assets

Landing Page Choices


Website

Facebook Assets

ROI & Satisfaction

50%+Landing Page Choices


Facebook is a destination site


Engagement Apps


Commerce Apps


Social Commerce

• Analysts project $30 billion in Facebook store commerce by 2015, from $0 last year


Conversion Rates

FACEBOOK

COMMERCE

STATS

2-4%

Social Engagement Rate

17%

Avg. Time per Visit (50% growth Q1 2011)

2:50


Contests


Gamification


Extended Permissions


Ads

NewsfeedPosts

2000 px10 appstoo busy

• Using a single tab is like linking all Google Ads to your home page

• Need targeted landing apps

Busy Tabs Make Bad Landing Pages


Analytics


Earned Media

Display Ad Example

Vs.


Lead Value


Direct Coupon RedemptionAttribution can be tracked through the redemption of coupons that are

exclusive to Facebook pages.


Geographic Split Testing


Facebook Insights


Page &

Graph Data


App measurement


Questions?@justinkistner@danzarrella

The 5 Key Tools for Effective Facebook Marketing

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