HubSpot and Webtrends have partnered to provide you with an overview on the 5 key tools for effective Facebook marketing: Website integration, Pages, Ads, Apps, and Analytics. Learn how to drive both branding and defensible ROI from your Facebook efforts. http://www.hubspot.com/webinar-the-5-key-tools-for-effective-facebook-marketing/
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The 5 Key Tools for Effective Facebook Marketing
1. The 5 Tools for Effective
Facebook Marketing
Justin Kistner
Sr. Manager of Social Product Marketing
Dan Zarrella
Social Media Scientist
@justinkistner @danzarrella #5tools
2. Social Is The #1 Online Activity
• Social media is not only the
most popular activity online, it
grew the most at 48% growth
over last year.
• Social media was the most
popular activity last year. It
also grew the most last year
tripling in time spent over
2008.
• Users spend 4 times as much
time on social networks than
they do email.
• Users spend a 1/3 less time on
email this year than they did
last year.
@justinkistner @danzarrella #5tools
3. Fortune 100 site traffic decreasing
Yearly change in Unique Visits – Fortune 100 (2009-2010)
150.00%
Cisco systems (139%)
100.00%
50.00%
0.00%
-50.00%
Phillip Morris (-76.3%)
-100.00%
• Average percentage drop was 23.02%
• 68% of companies experienced negative growth in unique visits from 2009 –
[1] Unique visits [1] monitored between Nov 2009 – Nov 2010
2010 were
@justinkistner @danzarrella #5tools
10. Existing customers
84%
Want exclusive offers & benefits
FANS ARE
CUSTOMERS 83%
LOOKING
FOR DEALS, Buy more after becoming a fan
NEWS &
36%
COMMUNITY
@justinkistner @danzarrella #5tools
22. MOST
2-3X
- Touching, emotional stories
- Provocative, passionate debates
CLICKED ON
WALL POSTS
1.5-2X
- Important sports wins
- Simple, easy questions
@justinkistner @danzarrella #5tools
23. Updates have poor reach
Where fan
messages
go to die
You try to
reach fans
by mail
@justinkistner @danzarrella #5tools
24. Ads reach all fans
Target fans
• Paid delivery like email
• Deploying an app and not notifying fans is
like launching the landing page for an email
campaign but never sending the email
@justinkistner @danzarrella #5tools
51. Ad Multiplication
Interest
Images Ad Copy
Targeting
Interest
Images Ad Copy Targeting
Interest Unique Ad
Images Ad Copy Targeting Combos
Interest
Images Ad Copy Targeting
Interest
Images Ad Copy Targeting
@justinkistner @danzarrella #5tools
66. Busy Tabs Make Bad Landing Pages
Ads
2000 px
Newsfeed 10 apps
Posts too busy
• Using a single tab is like linking all
Google Ads to your home page
• Need targeted landing apps
@justinkistner @danzarrella #5tools
70. Direct Coupon Redemption
Attribution can be tracked through the redemption of coupons that are
exclusive to Facebook pages.
@justinkistner @danzarrella #5tools