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2011 SBS Sydney | Kevin Tate, Putting Facebook to Work Effectively

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Facebook: Observations & Lessons Learned from >300 Campaigns ,[object Object],[object Object],[object Object]
>300 Facebook programs for >200 brands since 2006
You can look at Facebook through many different lenses … … today I’m going to focus on the Marketing lens.
Why is Facebook interesting to a Marketer? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Observations & Lessons Learned ,[object Object],[object Object],[object Object],[object Object]
HOW DOES FACEBOOK “WORK” ?
Media + Experiences = A Symbiotic Relationship ,[object Object],[object Object],[object Object],posting commenting creating discussing sharing
A landscape in which brands & friends compete for attention Primary Corporate or Product Website Conversion Social Microsites Amplify Online Marketing ,[object Object],Engagement Fan Pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Wall Custom Tabs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Awareness Engagement Ads ,[object Object],[object Object]
WHAT IT GOOD FOR (AND NOT GOOD FOR) ?
Facebook is not (very) good for (yet)… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Facebook is good for… ,[object Object],[object Object],[object Object],[object Object]
Social Presence, Apps, Campaigns: Many Ways to Win Southwest Airlines Promotion grew 100k to 750k fans in 2 weeks Travelocity Over a million votes for the Cabin Fever campaign HBO Doubled active fan base through friend referrals American Express Highly integrated social programs to promote charitable giving Walmart & ASPCA Raised over $100k from fans – with no media (all viral) Disney Extending the guest experience, launching new attractions
WHAT DOES THIS MEAN FOR A BRAND ?
These modes of engagement represent the future of… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketers who want to put this landscape to work… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
90% of the time, this is how to go 0  100 in Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Engagement Programs in Facebook Disney ,[object Object],[object Object],[object Object]
WHAT DOES THIS MEAN FOR THE WEB AS A WHOLE ?
What the Web “does” is changing Friends Likes Targeting
The social/mobile web is runs on Attention Streams
What Facebook is really doing… ,[object Object],[object Object]
What’s a brand to do in this new stream-ified, social-ized, facebook-ed web? ,[object Object],[object Object],[object Object]
…and remember, Facebook is a platform and paradigm that’s changing more than just Marketing Customer Service Product Innovation Sales Public Relations Talent Management
Thank You. ,[object Object],[object Object]

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2011 SBS Sydney | Kevin Tate, Putting Facebook to Work Effectively

  • 1.
  • 2. >300 Facebook programs for >200 brands since 2006
  • 3. You can look at Facebook through many different lenses … … today I’m going to focus on the Marketing lens.
  • 4.
  • 5.
  • 6. HOW DOES FACEBOOK “WORK” ?
  • 7.
  • 8.
  • 9. WHAT IT GOOD FOR (AND NOT GOOD FOR) ?
  • 10.
  • 11.
  • 12. Social Presence, Apps, Campaigns: Many Ways to Win Southwest Airlines Promotion grew 100k to 750k fans in 2 weeks Travelocity Over a million votes for the Cabin Fever campaign HBO Doubled active fan base through friend referrals American Express Highly integrated social programs to promote charitable giving Walmart & ASPCA Raised over $100k from fans – with no media (all viral) Disney Extending the guest experience, launching new attractions
  • 13. WHAT DOES THIS MEAN FOR A BRAND ?
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. WHAT DOES THIS MEAN FOR THE WEB AS A WHOLE ?
  • 19. What the Web “does” is changing Friends Likes Targeting
  • 20. The social/mobile web is runs on Attention Streams
  • 21.
  • 22.
  • 23. …and remember, Facebook is a platform and paradigm that’s changing more than just Marketing Customer Service Product Innovation Sales Public Relations Talent Management
  • 24.