1. Beyond the Wall Post: Mastering Facebook’s Evolving
Platform
Kendra Bracken-Ferguson | Digital Brand Architects
June 29, 2012
2. “A brand might have millions of Facebook fans, but
whether they‟re engaged is a different story.”
“From Hi to Buy” in WWD Beauty; May 11, 2012
3. Success is a Choice: Effectively Activating Your
Facebook Strategy
1. Get to know your customers
2. Analytics tell only half the story
3. Your customers are not a commodity
4. Smarter content = better reach, engagement
5. Supercharge marketing campaigns through paid,
owned and earned
4. 1. Get to know your customers
It’s more about understanding how people behave through digital and travel
through the ecosystem.
5. In an interview with Mashable in September, Oscar de la Renta CEO Alex Bolen
said he expects Facebook “will become a major channel of commerce” for many
brands. “Whether [Facebook] becomes one of ours depends on us developing
products that are right for our brand and that channel of our commerce,” he added.
6. Ticketmaster users can import their social graph to the site which then tailors a
concert list based on what they and their friends are listening to. When someone
buys a ticket, they can share the info with their friends.
Whenever fans posted on Facebook
about concerts they'd just bought, the
company would see an average $5.30
more in ticket revenue, CEO Nathan
Hubbard said.
"I want to go" and "I just bought tickets"
7. 2. Analytics tell only half the story
Facebook limits the output of its analytics to focus on one side of the story: Your
performance as a brand, which is helpful—but it‟s only useful coupled with the
ability to understand your audience
1. Take stock of what you can get from your platforms and Facebook and then
combine your data points.
2. Empower yourself with the Open Graph
3. Don‟t just rely on analytics; spend more time on analysis
The most valuable insights come
from the contextualization of data,
not the data content itself
8. 3. Your customers are not a commodity
Humanize your brand:
Users pick brands the same
way they select friends: on
integrity, friendliness,
respectfulness, interesting
interactions and trust
9. For Bobbi Brown, a brand that has
primarily relied on word of mouth rather
than traditional advertising, its forays into
F-commerce have been all about
engagement rather than sales. Recently, it
created a Facebook program called Bobbi
Brings Back, where consumers in six
markets (the U.S., U.K., Australia, Japan,
Germany and Korea) could vote on which
discontinued lipstick shade they wanted
the brand to bring back
More than 40,000 votes were tallied, and
the winning shade will be sold only via
Facebook in October. “The point is not the
revenue,” says Maureen Case, president
of specialty brands at the Estée Lauder
Cos. Inc. “The point is to engage with our
consumers and show them how much we
appreciate them and that we are listening.
A brand might have millions of Facebook
fans, but whether they‟re engaged is a
different story
10. 4. Smarter content and campaigns = better reach,
engagement
• Have an opinion and add value
• Keep it short and include a call to action
• Show, don‟t tell—whenever possible
• Listen and give people what they want
• If you don‟t know what resonates, ask--either directly or
through a poll, survey, etc.
• Leverage 3rd party tools to provide added intelligence
around posting strategy
11. The Limited released a coupon for $15 off for any in-store purchases which
generated $317,000 in sales and increased the Facebook fan base by nearly 28,000
fans in just three days
12. comScore found that within four weeks of seeing messages about Starbucks, fans
and friends of Starbucks fans were 38% more likely to buy Starbucks coffee.
Likewise, a test with Target fans and their friends suggested they were 27% more
likely to make buy at the retail giant
14. “We are evolving from ads to stories. Ads come from anyone at anytime. Stories come from
people and things that you‟re connected to.” Facebook‟s Director of Global Business Marketing,
Mike Hoefflinger
„Featured stories‟ are amplified page updates linked to users‟ social graphs, with their friends and
other fans actions driving recommendation and therefore effectiveness These are not „ads‟ in any
conventional sense of the word, but a new combination of brand conversation and word of
mouth, irrevocably blurring the lines between paid, earned and owned media to the extent that
the lines no longer exist
15. Facebook Exchange, a real-time bidding ad system where visitors to third-party
websites are marked with a cookie, and can then be shown real-time bid ads
related to their web browsing when they return to Facebook
NEED A GRAPH THAT SHOWS AN EXAMPLE OF A FACEBOOK PLATFORM AD, THIRD PARTY BUYING PLATFORM AND NEW DEMAND SIDE PLATFORM
New Demand Side Platforms Here’s how Facebook Exchange works:A user visits a travel site that’s hired a DSP rigged up with Facebook ExchangeA cookie is dropped on that user’s computer, typically when they’ve shown purchase intentIf the user fails to make a purchase, or the advertiser wants to market to them more, the DSP contacts Facebook and gives them the user they wish to target’s anonymous User IDThe advertiser pre-loads creative for ads that would target that userWhen the user visits Facebook it recognizes the cookie dropped by the DSPThe DSP is notified and allowed to make a real-time bid to show the user adsThe DSPs with the highest bids get their highly-targeted ads shown to the userIf the user disapproves of being shown the ad and ‘X’s it out, they’re shown a link to the DSP where they can opt out of future Facebook Exchange ads
