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Big Brands & Facebook
- 2. http://digiworldhanoi.vn Big Brands & Facebook: Demographics, Case Studies & Best Practices Charlene Li Vice President & Principal Analyst Forrester Research October 8, 2007
- 3. Theme Facebook marketing requires communicating, not advertising
- 7. Facebook’s international age distribution Source: Facebook internal data, September 2007
- 8. Facebook users have “aged” over the past year Source: Nielsen//NetRatings Note: These number differ significantly from Facebook’s internal data, which has 35+ as 6% of all users worldwide in September 2007 Percent of US Facebook users in each age group
- 11. Microsoft handles IAB standard ad sales
- 13. Facebook’s News Feed Ads insert targeted messages 4-26% CTR for sponsored News Feed stories
- 14. Facebook Flyers give self-service control
- 16. Theme Facebook marketing requires communicating, not advertising
- 18. Jeep treats social networks like another channel
- 19. Misses a chance to create a unique community
- 20. Victoria’s Secret also looks like an ad…
- 21. But the community is highly engaged
- 22. Crest White Strips case study Targeted 20 colleges Offered free concerts and movie screenings Live chat facilitate interactions Measured sales impact at nearby stores
- 23. Ernst & Young engages in a conversation to recruit college students
- 25. Why applications on Facebook are different
- 26. Because I know Dave, his review has context
- 27. My colleague Peter Kim shares travel
- 30. Wal-Mart keeps trying – kudos for effort
- 31. Thank you Charlene Li +1 650/581-3833 [email_address] www.forrester.com blogs.forrester.com/charleneli http://digiworldhanoi.vn
Editor's Notes
- Some things jump out at me. First, AM are less likely to be Creators than the average adult. No surprise here – AM are pretty busy and the mental energy (not to mention the time) needed to sit and create social media just isn’t there in as many people in this segment. They also tend not to be Joiners, partly because the existing social networks today don’t have a lot to offer them. So there’s some possibility that they might be willing to do this, especially when a quarter of them already do it. Now look at the Spectator and Critics areas – these index higher. So reading content and building on it is a natural for AM. This now begins to inform an objective and strategy for this group. Josh will talk about the different types of objectives tomorrow morning, but for now, let’s assume that the objective is to provide support for the busy AM.
- Microsoft CPM - they sell all IAB ad units by digital solutions people. Outside, we sell everything. Top 300-500 brands in the market. Lots of responses. MSFT became a great channel. Flyer - self-service display ads - demographic targeting. Can also do keyword targeting into user profiles. e.g. interests, affiliations. Basic was to Profile targeting No behavioral targeting - demograhic targeting is mostly inaccurate. No incentive to provide good demos. Demos are 60% accurate. But when the user uses 200 words to define their brands, it's good data. Information is accurate because you're providing it to your friends. Also updating their profiles -- accurate. Can target well. More powerful than demographic or behavioral data could be.