3. What We’ve Done in Marketing
Not hired a VP Marketing
Not released a single PR
Not appeared on Tech Crunch
Not prepared a marketing plan
Gained over 90% of our ‘seed stage’ users through SNs
Traffic Sources (first 6 months)
search, 4% other, 2%
twitter, 9%
facebook, 85%
4. Online Marketing Methods
Performance Marketing:
- Pay for concrete actions such as CPC, CPM, CPA, CPL
- Mainly through paid search and banner ads
Search Engine Marketing:
- Unpaid organic traffic driven by keyword search
- Requires extensive technology and content optimization
Social Media Marketing:
- Less action oriented, geared to community building
- Captures on and off site engagement mechanisms
5. Social Media Marketing: FB Campaigns
Target users by country, age, gender, relationship status,
education and interests
7. Community Building: FB before Site
Takes months to release a Site, moments a FB page
In the meantime, get to know your community
And, start testing features with active users (agile)
FB page community grows itself via viral engagement
One paid FB like provides dozens of Site sign-up opportunities
CPC campaigns Gain likes on Engage likes Convert FB likes
on FB FB pages until Site is on to Site users
8. How We Gained Millions of Users from FB
Break down audience to homogeneous sub-communities
Identify areas where advertisers still tied to google
Campaign when ad agencies finish work and go home
Reach out when your target audience is in a good mood
Use short creative, compelling photos, call for action
Customize FB feed engagement for each sub-community
Start converting to Site only when users are familiar with you
Identify sub- Optimize like Customize feed Convert to
communities campaigns engagement Site sign-ups
9. (No) Mobile Marketing
Over 35% of our traffic (millions of monthly UV) via mobile
All mobile web, we’ve yet to launch native apps
Zero marketing budget allocated to mobile
The ‘Secret’: ride the world’s #1 mobile app…
FTBpro UGC Mobile Users
FTBpro Web Facebook Native App FTBpro Mobile
10. Challenges with FB Advertising
The company is under post-IPO pressure to grow ad revenues
More advertisers shifting to social media platforms
More users consume FB via mobile, where ads underperform
FB feed becoming spamy, lower posting efficiency
FB like to Site user sign-up conversion requires perfection
Yet sill cheaper, faster, more effective to start building and
engaging your user community on FB
11. Other Social Networks
Started beta with selected advertisers
Follower 2-3 times more expensive than FB like
Oriented to external content consumption
Less relevant to mass audiences
Decent source for power users across many categories
Mostly untapped by competing advertisers
Unsuccessful network, sluggish user acquisition
Interesting equivalents to facebook pages
Potentially synergetic to google SEO