EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009.
CONTENT: I am often asked about how businesses should approach Facebook as an engagement channel. This presentation will provide some basics to marketers new to Facebook.
3. SHOULD MY BUSINESS USE SOCIAL MARKETING?
Social marketing is here to stay
CONSUMERS ARE DROWNING IN NOISE
Time and aPenJon starvaJon are rampant
Your markeJng efforts are fighJng consumer desires to get their
Jme back
SEARCH ALLOWS CONSUMERS FIND ANYTHING THEY
DESIRE
For many, markeJng and adverJsing are no longer needed
So be found, where your consumers are and where relevant.
TRADITIONAL ADVERTISING AND MARKETING EFFORTS
ARE NOT TRUSTED
Trust is shaPered, more than ever before
Peers are the most trusted source for company/product info
And adverJsers are the least trusted. OUCH.
5. Your prospects are increasingly social
Adults having a profile on a social network:
75% of online adults 18‐24
57% of online adults 25‐34
30% of online adults 35‐44
19% of online adults 45‐54
10% of online adults 55‐64
7% of online adults 65+
More than 1/3 of all online adults say they visit a
social site “daily”
Sources: Pew Internet and American Life Project, 12/08
7.
SHOULD I BE MARKETING ON FACEBOOK?
YES! Facebook is the #1 social destination
200MM acJve users
100MM+ log in every day
66%+ are out of college
Fastest‐growing demographic: 35+
People will check out a brand presence
62% of millenials visited a brand or fan page
48% of millenials “fanned” or joined
More than 4MM people “fan” a page each day
SOURCES: Facebook 4/09 stats, Pace University 12/08 study
10. What’s the difference between a fan page, a
group and a user proJile?
FAN PAGE GROUP PAGE PROFILE
MulCple profiles per YES, can create up to 200
YES NO
user allowed? groups
YES – visible to search, YES – visible to search,
Search engine visibility NO
and non‐FB members and non‐FB members
Membership size Unlimited fans Unlimited members Capped at 5,000 friends
Can message no more Can’t message all your
Messaging Can message all fans
than 5,000 members friends at once
Updates List (must
Announcements go to: To your inbox N/A
access from profile)
Can add limited apps to
Very limited preset
ApplicaCons Free Page, more to Paid Can add nearly all apps
applicaJons available
Page
Can measure page
Metrics N/A N/A
acJvity through Insights
SOURCE: hPp://slideshare.net/jdstar
11. Free vs. “partner” brand fan pages
Free brand pages can only add a limited number of
applicaJons
Basic photos, videos, events, RSS feed
Not all applicaJons that work on your personal profile
page will work on your business fan page
Businesses can “partner” with Facebook to create
highly‐impacpul brand pages
Typically around $25k‐35k to do a paid partnership
Buys you heavy specialized branding/skinning, a custom URL
Also includes ability to do sponsored stories
15. Should I advertise on Facebook?
Carefully.
Consumers smell self‐interest a mile away. If you adverJse,
Je in a truly valuable consumer benefit: coupons, exclusive
offers, freebies.
Social Ads
Ads appear in the right sidebar
Approximately 1.2 cents per impression. $50,000 ~ 4.2MM
impressions.
In reality, the most trusted adverJsing comes from
friends interacJng with your fan page, and their
friends seeing noJficaJons of this acJvity
16. Some great fan page examples
INEXPENSIVE PRESENCE
PCC
hPp://www.facebook.com/pages/PCC‐Natural‐Markets/
21378269505
MORE EXPENSIVE
The Economist hPp://www.facebook.com/TheEconomist
Virgin America hPp://www.facebook.com/VirginAmerica
BRITA hPp://www.facebook.com/BritaFilterForGood
PRICEY
Dove hPp://www.facebook.com/dove
19. Where can I Jind out more?
APend local Facebook “Developer Garages”
hPp://wiki.developers.facebook.com/index.php/Current_events
Facebook Pages Insiders’ Guide
hPp://www.scribd.com/doc/8718197/Facebook‐Pages‐Insiders‐
Guide
APend local social media events
Social Media Club SeaPle
SeaPle Net Tuesday
Local impromptu “tweetups”
University of Washington digital media events