4. • Founded in 2004 by Mark Zuckerberg
• Social networking site for people, businesses
and organizations
• In October 2012 had over
1 billion active users
Image Source: http://theerinryan.com/2012/11/should-we-complain-about-paying-to-reach-people-on-facebook-pages/
5. •Data Use Policy, Platform Policies, Pages Terms, Payment Terms, Advertising and
Promotions Guidelines
• Advertising content criteria, community standards, and other applicable requirements
• Ads generated through Page posts, and promote a sweepstakes, contest, competition or offer
must comply with the Pages Terms and must not contain false, misleading, fraudulent, or
deceptive claims or content
• Only authorized representatives may administer a Page for a brand, entity (place or
organization), or public figure
• Apps on Pages must comply with Platform Policies
• Third-party advertisements on Pages are prohibited, without Facebook’s prior permission
http://www.facebook.com/page_guidelines.php
Image Source: http://comerecommended.com/files/2011/08/rules.gif
http://www.facebook.com/legal/terms
7. Premium Locations: Key features of
Premium Ads:
High engagement (Home •6 types
• Like Ads
Page (News Feed) and • Poll Ads
• Event Ads
Profile Pages • Sampling Ads
• Video Comment Ads
• Standard Ads
Premium Ads: •Demographic targeting
•Guaranteed delivery
advertisements in •Highest share of voice on
the most trafficked pages on
Facebook
premium locations
http://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdf
8. Standard Ad
Like Ad
Video Comment Ad
http://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdf
10. GOALS SUCCCESS
Facebook page to promote
obstacle course challenges in
cities around the world
Increase brand awareness
globally
Drive more people to sign up for
events in specific cities
(social/shareable)
Develop a community of Tough
Mudders
https://www.facebook.com/toughmudder
https://www.facebook.com/business/toughmudder
11. Facebook is more B2C
oriented due to the nature of
the site.
There is more opportunity to
reach consumers than
businesses.
Other social media sits such
as LinkedIn are more
business oriented.
B2B: Businesses can like other business
pages and affiliate themselves with each
other, similar businesses can connect
B2C: Friends, fans, friends of fans, specific
targets, word-of-mouth, visual, consumer
behaviour is more in tune with B2C
12. • Beneficial to both
• Fans/followers
• Word-of-mouth
• For Profit: Promotions
• Not-for-Profit: Donations
– Sponsored Stories
– Trust, referrals
– Authenticate after 10,000 fans
https://www.facebook.com/WorldVisionCan
13. • An official page created by a business or person
• Connect with consumers who chose to visit, like,
and follow a brand and communicate with fans
and friends of fans.
• Interactive and visual: status posts, photos,
notes, links, applications
• Twitter, Instagram and Yoututbe, etc.
• News Feed or “Pages Feed”.
14. Pros Cons
• Grow • Negative feedback
• Feedback • Reputation (consumer
perceptions)
• Guide conversations
• Can’t control conversation
• Promotions
• Managing and facilitating
difficult with large following
(labour intensive)
Image Source: http://www.facebook.com
15. How can a business use Facebook?
Click the images to take you to:
https://www.facebook.com/video/video.php?v=10150195768648062
https://www.facebook.com/Diesel?fref=ts
16. vs.
• Minimal costs
Websites
• Costly website development
• Easy to make a Page (low • Depending size and content
time) • Professionals
• Engaging • Timely to create
• Consumer view • Informative
• Advertising
https://www.facebook.com/Tiffany
http://www.tiffany.ca/
17. A feature on Facebook that uses your location to “check
you in” to “PLACES” so your friends know where you are.
It is beneficial for businesses because you can offer
incentives for customers such a “Check-In Deals” and also
to gain awareness.
People can create a Place for your business before you.
If so, your business can claim it.
People cannot check-in to Pages.
http://mapthis.net/wp-content/uploads/2010/08/Facbook-Places.jpg
21. After you’ve created your page, Facebook offers
many tips and resources to help you market and
grow your page.
https://www.facebook.com/business/resources
22. -on-page shops
-all-in-one social/shopping
experience
-require significant time
investment
-general consensus is that ROI
is not significant enough to
warrant implementation
Image Source: http://www.miiduu.com/facebook-store
23. •require significant time
investment
•general consensus
is that ROI is not
significant enough to
warrant
implementation
Image Source: http://mdmk2012.wikispaces.com/Opportunities+and+limitations+of+Facebook+as+an+eCommerce+platform
http://www.aboutfacedigital.com/services/f-commerce/
24. • Used to measure specific targets and
demographics to better meet marketing needs
Effective tools, easily implemented
Help engage with consumer
Image Sources: http://www.vivid.com.cy/blog/omg-share-share-share/. http://mashable.com/2010/04/21/facebook-open-graph/
25. • Individual traffic to products outside of Facebook
• “want” plugin, an extension of “like” plugin
• An effective tool for connecting/engaging with
consumers
Image Source: http://scaleogy.com/facebook-to-add-want-button-for-a-social-commerce-kick
http://www.connectioncafe.com/posts/2012/08-august/facebook-marketing-cheat.html
26. • Video chat and picture sharing app
• Useful for product demonstrations, tutorials
and customer service
• Direct access to fans
Image Source: http://allfacebook.com/poke-promo-message-iphone_b107392
27. • Impact, reach and engagement of posted
content
• Organic vs. Viral statistics
• Demographic and
geographic
information
provided
28. • Engagement can be
monitored
through each post
• Provides basis for successful/engaging
posts vs. unsuccessful posts
• Gives direction towards
what should be done next
Image Source: http://blog.kissmetrics.com/guide-to-facebook-insights/ http://www.uthguytech.com/blog/2010/12/the-facebook-question/
31. SocialDon
• Easily manage fan gates, promotions and
coupons; monitors/measures engagement
• Benchmarking vs. competitors
• Completely free
Image Source: http://www.socialdon.com/blog/facebook-analytics-top-brands/ http://www.graphicdesignblog.org/socialdon-free-facebook-analytics/
32. Simply Measured
• Beautiful charts in multiple formats
• Useful for comparisons
against other
Social media
pages and time
frames
• User friendly
interface
Image Source: http://www.geekwire.com/2012/klout-simply-measured-partner-twitter-influence-tracking/ http://simplymeasured.com/
33. EdgeRank
• Tips and analytics for which updates generate
more feedback
• Measures and compares insights behind posts
Image Source:
http://www.mindj
umpers.com/blog/
2012/10/how-to-
adjust-to-
facebooks-
changes-in-the-
edgerank-
algorithm/
34. Unilyzer
• Measures traffic in and out of social media pages
• Monitors
and measures
analytics
• Simplified
results for
easier readings
Image Source: http://www.unilyzer.com/online-marketing-analytics-software-unilyzer/
35. Which one ranked the best?
PageLever 8
BuddyMedia 9
SocialDon 8
Simply 9
Measured
EdgeRank 5
Unilyzer 6
*Ratings are on a 10 point scale
36. • Universal cross-web login
• Allows businesses to
access customers’
newsfeeds
• Allows for
engagement
across the web
Image Source: blogs.powerreviews.com http://www.jimmyco.com/the-facebook-connection-map/
37. • Facebook’s unique ability to leverage “Likes”
• CPC vs. CPM (click/impression)
• Different costs associated with countries
• Target through phone OS, demographics or
interests
38. • Search by interest
• Opens advertising
potential for psychographic,
Borderline behavioural
characteristics
• Sorted by most “Likes”
Image Source: http://www.businessinsider.com/financial-analyst-sees-graph-search-as-a-path-for-long-term-revenue-2013-1
39. • Umbrella term for interactive
additions to pages
• Enable useful promotional features
(sweepstakes, surveys)
Image Source: https://developers.facebook.com/blog/post/2012/07/09/app-center-global-rollout/ http://vocal.ie/facebook-app-center-arrives/
40. • Consumer or
business-driven activities
• Combined with promotions for effective
appeal
• Often overlooked
by businesses
Image Source: http://careers.queensu.ca/events.html http://kherize5.com/facebooks-new-event-pages/
41. • Competes with Craigslist and eBay
• Allows consumers and businesses to sell and
promote products to your friends or entire
Facebook community
https://apps.facebook.com/marketplace/?fb_source=bookmark_apps&ref=bookmarks&count=0&fb_bmpos=3_0
42. • Created by users and businesses
• Help support your business or product/brand
• Can be public, closed or private
• Discussion boards, photos, videos, calendars,
mass messages, shared document creation
• Like Google+ circles
43. • Free calls between Facebook users online
(voice and video in Facebook chat)
• iOS users also have free calling capability on
the Messenger app (WiFi)
https://www.facebook.com/videocalling/
44. Resources and programs that assist businesses and brands with marketing
advice and tool to succeed.
45. Works Cited
• Virzi, Anna M. "Facebook Storefronts: Why
Brands Fail." Search Engine Watch. Clickz, 25
Feb. 2012. Web. 18 Jan. 2013.
<http://searchenginewatch.com/article/2155
124/Facebook-Storefronts-Why-Brands-Fail>.
• Ente, Jeff. "The Beginner's Guide to Facebook
Commerce." Mashable. N.p., 14 Aug. 2011.
Web. 18 Jan. 2013.
<http://mashable.com/2011/07/14/facebook-
commerce-guide/>.
46. Works Cited Cont’d
"Terms." Facebook Inc. 18 Jan. 2013.
<http://www.facebook.com/legal/terms>.
Sullivan, Danny. "Survey: Facebook Best For B2C
Sales and Leads; LinkedIn For B2B."Marketing
Land. 30 Aug. 2012. The Third Door Media Inc. 20
Jan. 2013 <http://marketingland.com/survey-
facebook-best-for-b2c-sales-linkedin-for-b2b-
20219>.
