1. Debra Aho Williamson, Principal Analyst @DebraWilliamson J U L Y 2 8 , 2 0 1 1 Facebook Marketing–Strategies for Turning “Likes” into Loyalty Kimberly Maul, Writer/Analyst @berly624 Sponsored by: Joined by:

3. How Marketers Are Using Facebook

4. The percentage of marketers who consider Facebook important is growing

5. Marketers generally consider Facebook the most effective social media site

6. Small businesses also consider Facebook the most effective

7. However, B2B firms favor Twitter Twitter – #eMwebinar

8. For large brands, benchmark comparisons are starting to emerge

10. How Consumers Interact With Brands on Facebook

11. Consumers prefer to receive marketing via Facebook vs. other social venues

12. Favorite types of companies include: • Entertainment • Food • Restaurants • Apparel

13. Deals and offers are still a key reason for consumers to “like” a brand… Twitter – #eMwebinar

14. … but consumers also appreciate receiving news and product information

15. Search remains the main way consumers find info about brands…

16. … but organic conversations have real value

17. How Can Brands Go Beyond the “Like”?

18. Brands can encourage Facebook interactions by timing their posts

19. Four ways a bagel chain keeps Facebook users engaged: #1: Ask questions Simple questions get consumers thinking about the brand. Over 80 pictures submitted in three days Twitter – #eMwebinar *Note: Facebook’s Promotions Guidelines state that you cannot use Facebook features such as the “like” button for voting in a contest.

23. Key reason Facebook users “unlike” a brand: too many posts crowding their feeds

24. Case Studies

31. Case study: Clarisonic—building support for a cause via Facebook Clarisonic , a skincare company, partnered with nonprofit Look Good…Feel Better in May 2010. “ Like” campaign: Donated $1 for every new “like” during Breast Cancer Awareness Month, October 2010. Promotion: social networks, email blasts, Facebook ads, and company website and blog. Twitter – #eMwebinar

32. The campaign led to increases in several key Facebook metrics

36. VITRUE PUBLISHER PUBLISH Create more visually compelling posts Include images, audio, video and Wall Apps like Coupons, Polls, Email registration Open Graph publishing SCHEDULE Schedule posts in advance, publishing 24/7 Allow multiple team members to collaborate on posts Multi-account and user collaboration

37. MODERATE VITRUE PUBLISHER Powerful and comprehensive Facebook wall moderation, with optional automation using word lists Defined permission levels MEASURE Live metrics including clicks, comments, likes, shares, plays, entries and actions Use Omniture, DoubleClick, WebTrends, Google Analytics, etc

38. STANDARD APPLICATION MODULES VITRUE TABS Engagement apps like Coupons, Polls, Quizzes, Mailing List, Sweeps and Gifts Media apps such as photos, videos, Twitter and content feeds Social apps such as events, calendars, local events and content sharing

39. VITRUE APPS Vitrue’s suite of Facebook Apps punctuate your conversation, creating an even richer brand experience. We empower Apps to be delivered with ease in a variety of ways. From being housed in a tab, to being delivered directly to a fan’s news feed to being built as custom experience.

40. FOR THE LATEST TRENDS, INSIGHTS + PRODUCT INNOVATIONS... THANK YOU

41. Facebook Marketing–Strategies for Turning “Likes” into Loyalty Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Sponsored by :