More than Just Lines on a Map: Best Practices for U.S Bike Routes
Facebook Presentation #MKT 3313
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2. A social networking website with over 1 Billion users
Started February 4, 2004 by a college student at
Harvard
Used to connect with friends and family
Upload and download videos amongst friends
Send and receive messages to people/businesses
Exchange pictures
Share status updates to distant relatives/friends
Businesses can create a page to advertise and market
their services and products
What is “Facebook”?
3. Page Insights- Allows you to see what your fans like ,how many people like it,
and what the comments are.
Private Groups- a free way to communicate with others as if it was a meeting,
without others knowing what being said. Also away to notice what's going on
around you.
Facebook Studio’s Learning Lab- Facebook Studio is a location ran by Facebook.
It focuses on businesses that have a very high popular marketing. The real
marketing is learning labs, you can locate tools to keep you updated with the
latest and greatest by Facebook.
Promoted Posts- is new as of may 2012. If you have something you want to get
out to the world and you don’t want them to miss it you can pay to endorse a
post. The post will be in all your fans’ newsfeed and from that point they can
like or share the post so their friends and see it.
Targeted Premium Ads- A tool that is made to help brands put ads out.
Sponsored stories on Facebook will make sure that the ads are put on the
the right sidebar; this is 40% more effective than any other tools.
Companies use theses tools to boost the business and brand.
Facebook tools
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4. • Make connections with others that is interested in
something that your also interested in.
• Being able to make new friends
• Being able to connect with old friends from high
school, college, etc….
• Keep in touch with family members
• Businesses being able to advertise
User Benefits
5. Monetization Strategy
The monetization strategy for Facebook are the use of
Apps and the new ways of messaging (such as the
“WhatsApp”). Apps and messaging use advertisements
to make profits.
The WhatsApp was bought by Facebook which has over
450 millions users and is predicted to continue to grow.
Each user pays $1 a year, this will only add monetary value
to Facebook.
Facebook has maximized their monetization strategy by
using these messaging apps.
Facebook’s messenger footprint
• WhatsApp
• Facebook Messenger
• Slingshot
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6. Facebook is a very useful tool for marketing
Over 1 billion users can be exposed to marketing done by
businesses
Advertisements and Apps are available at the touch of a
button
Facebook allows businesses to create a page to provide
information, run contests, advertise special deals, and
provide any new announcements to the public
On a typical Facebook page, advertisements and
opportunities to install apps and visit websites are
displayed on the right side of every page
Marketing
7. Here is a typical Facebook page. The red outline is the
available advertisements and apps available to users of
Facebook.
8. Facebook allows anyone to create an ad for a
business 1
The ad is built to have any of the following results:
Encourage an audience to visit the business website
Build the page on Facebook
Encourage visitors to install the app for your business
To encourage more activity on your app (ie: Candy
Crush)
To promote offers your business is currently having
Creating Ads
9. Facebook offers Apps (Applications) to users
These apps are available for entertainment,
information, and convenience
Some apps offer in app purchases which is a way to
make money
Some apps downloaded through Facebook require an
agreement to be signed to get permission to access
your personal information over Facebook (i.e.: email
address, hometown, name, etc.)
Promoting these apps can benefit companies by
increasing income and customer usage
Promoting Apps
10. Entertainment-benefit the most by offering App
downloads and in-app purchases while allowing customers
to interact with Facebook friends in the App
Retail and Fashion-offers new styles and rebates on
apparel in numerous department stores
Marketing-cuts down on advertising cost and gets
exposure to millions of people
Restaurant Chains-promote new recipes and dinners by
offering coupons on dining
Large and Small Businesses-can advertise and provide
information about services offered
Industries Benefiting from Facebook
11. 1. King Digital Entertainment-uses Facebook for
monetary purposes, entertainment, and promotion
of the awareness of available apps and games made
by the company.
For example, King Digital Entertainment are the makers of the
popular game “Candy Crush Saga”. This game is offered through
Facebook and offers in-app purchases along with opportunities to
get help within the game from Facebook friends. Other games made
by King Digital Entertainment are also advertised through “Candy
Crush” which increases customers for the company.
Companies Using Facebook
Efficiently
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12. 2. Online retailers such as Overstock.com and
Zappos.com
Provide advertisements to display new fashions and
styles at extremely low prices. Facebook allows users to
click on a link to access these companies websites
where ordering the new fashions are at the ease of your
fingertips. These companies provide different
promotions such as sweepstakes giveaways and
discounts on the Facebook page.
Companies Using Facebook
Efficiently (cont.)
13. 3. Beauty Product Companies such as Sephora and Old
Spice
Use Facebook to create loyalty of consumers. Old Spice
provides a page with entertaining pictures and videos
meant to create conversation between people while
advertising their product. Sephora created a page that
enhances the uses of products while
providing information about new and
upcoming products provided by the
company.
Companies Using Facebook
Efficiently (cont.)
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14. Small Businesses (Amy’s Baking Company)7: some small
businesses tend to air out problems and beliefs over social
media which can harm the businesses reputation
Domino’s Pizza: Failed by having an automated “So sorry
about that”6 message to anyone that commented on the
Facebook page, even when people were complimenting
their pizza
Nestle: made CBS news by insulting customers who were
fans of their page on Facebook by not allowing them to
use the Nestle logo, then Nestle argued with the people
that questioned the request on the public Facebook page 8
Companies that have failed using
Facebook
15. Health Service Industries: (such as AARP, Hospitals)
may not find social media as valuable, the older
demographic doesn’t use social media as much as the
younger generation. The effect of such marketing
tools wouldn’t influence the industry much.
Agricultural Industry: May not find much value in
social media. This is more of an outdoor and hands-on
field where a direct link to a website may not have
much of an affect on the industry.
Non Beneficial Industries
16. Advertising on a website where people can comment is always a
risk. Some people may take your businesses goals and
advertisements offensively and can publicly debate it in a post on
the Facebook page.
Can’t localize the message of the product to a target audience.
Facebook can allow numerous people to create a business page so
you have the risk of someone making a false page of your business.
Companies Facebook pages can be hacked by unanimous individuals
and can jeopardize the company. Sony got hacked by a young man
named George Hotz and Facebook hired him to try to stop hackers.
There are numerous steps to take to try to stop hackers, securing
your account by having a unique password for your business.
Businesses need to take the proper steps to ensure the wrong
marketing message doesn’t get posted to the page. Always take
into consideration the different perceptions that a message can
give off.
Marketing Risks
17. Overall the rewards outweighs the risk of social media
marketing.
Price of advertising are lowered
Exposure to the public and different demographics
increase by the use of Facebook
Small businesses get to promote and give information
pertaining to what the business has to offer
Large companies can get feedback from customers as well
as increase fans and consumers
Individuals get to stay in touch with acquaintances’ and
long distant friends and relatives, along with staying
informed on the latest releases on consumer products
Conclusion
