This document discusses leveraging Facebook pages to promote brands and organizations. It describes how pages can be used to create awareness, generate leads, introduce products, and improve reputation. It provides details on page features like uploading videos and photos, developing fans, and interactive options. Tactics for marketing pages and driving traffic include contests, discussions, events, and social ads. Measurement of success and managing the page lifecycle are also covered.

1. 1. Leveraging Facebook
2. Demographics
3. Facebook Channels
4. Facebook Pages
5. Example of a Page
6. Creating Page “Fans”
7. Marketing Your Page
8. Tactical Considerations
Facebook Pages 9. Executive Team
101
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2. Facebook Pages represents an
inexpensive way for organizations
and brands to:
Leveraging Facebook
• Create brand awareness
• Generate leads
• Introduce a product/campaign
• Improve reputation
• Collect data/content
• Keep an ongoing dialogue with
customers
What’s your Facebook Strategy? Organizations from the Humane Society to
Dunkin’ Donuts have Facebook Pages
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3. • Who’s on Facebook?
– Over 90 Million active users
– Approximately 1 million new users a
week
– 250,000+ new users a day
Demographics
– 5th most visited site
– 57% of U.S. Facebook users are out
of college
– Over 50% return daily and spend
20+ minutes
Source: Facebook
– 85 percent of US consumers believe
companies should interact with
them via social media
Source: “Business in Social Media” 2008 Cone.
Source: Quantcast
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4. • Marketing Channels on Facebook
– Facebook offers multiple ways for you to get exposure and
connect with users. For marketers, the following are most
impactful (take a deep breath):
Facebook Channels
 Pages (Provide brands and corporations a social presence)*
 Applications (Custom functionality that can be added to a company Page or personal
Profile Pages)
 News Feed (Most valuable real-estate on Facebook - primarily furnished with stories
about how friends engage with your Pages or Applications)
 Profile page (Intended for individuals)
 Groups (Facebooks’s version of a discussion forum)
 Events (Announce events, collect RSVPs)
 Ads/Social Ads (Text based with a small image – highly integrated into the Facebook
interface – targeting based on users’ Facebook profiles)
 Display ads (Low performance traditional banners)
 Facebook Platform/Connect (Share Facebook login and social stories with your
websites outside of Facebook)
* In this presentation, we’ll focus on Pages
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5. Facebook Pages in a Nutshell
– It’s the easiest way to establish a presence within Facebook
– You may run promotions, polls and send updates to your Fans
Facebook Pages
– Can be extended with custom applications (your own or 3rd
party) for deeper, branded experiences and marketing programs
– User action will push a story to their friends’ News Feed,
potentially generating thousands of free viral ads
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6. Example of a Facebook Page
Upload Videos
Develop a Fan Base
Example Page
Utilize HTML/
FBML
Design Feature
Applications
Upload Photos
Message Wall for
Users
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7. Users who Fan* Facebook pages
1 – Supporters
 Large majority (more than 80%). Becomes a fan as a social media statement –
Creating Page Fans
they want their friends to know that they like/support/endorse the page and/or
the product/cause/brand.
2 – Ambassadors
 Small group (less than 10%). These people regularly read and post new
content to the page. Their engagement makes the community vibrant – and
their involvement spreads through the News Feed of their friends – generating
viral growth.
3 –Missionaries
 Tiny group (about 1%). They constantly engage the community with
discussions, original content and engage in advocacy outside of the group.
Without these people the community on the page will lose credibility and wither.
*Yes, it’s a verb
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8. How to drive more traffic to your Page
– Provide users with interactive options that generate News Feed
Stories:
Marketing Your Page
 Contests, polls, discussions are great engagement ‘fodder’
 Allow visitors to upload pictures and video to you our page
 Create Events that users can RSVP to within your page
– Post messages in related groups about the existence of your page
– Email the Page URL employees, customers and prospects and ask
them to Fan the page and share the page with their friends
– Buy Facebook “Social Ads”
Example of a News Feed generated as
Vidar became a Fan of Bluefly.com – and
noticed by a Lana in her News Feed. The
News Feed is the central real-estate
found on users’ profile page.
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9. We’ll guide your tactical considerations, such as:
– Is the goal for your target community to have a dialogue with
Tactical Considerations
you or with each other (or both)?
– What kind of user engagement are you seeking? How will you
ignite the dialogue and keep your influencers engaged?
– What features do you enable? Is the built in functionality of the
Page sufficient – or do you need a custom application?
– How are you going to engage/respond to the user activity?
– How do you measure success? How do you improve the Page?
– What is the lifecycle of your effort? When/how does it end - or
should it?
• Then we’ll set everything up, provide custom designs and
applications, manage and monitor the community, manage paid
marketing programs (thought we should mention that…)
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10. Vidar Brekke, CEO
– Past positions: Strategic Planner at Ogilvy, VP Marketing at
JPMorgan, VP Marketing Linkstorm, Strategist/Creative Director
Kurani Interactive, co-founder Icemedia USA.
– Past Clients: Coca-Cola, IBM, Vonage, Cisco, General Motors,
Executive Team
American Express, Wal-Mart, E*Trade
Vineel Shah, CTO
– Past positions: Senior Technical Yahoo at HotJobs, Manager of
Software Development at MTV Online, Software Developer/
architect at iVillage, Citibank, ProgrammableWeb.
Strategy - Application Design & Development - Marketing
www.socialintent.com
30 Christopher St. Suite 4C. New York, NY 10014
vidar@socialintent.com
+1 (646) 465-2965
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