The Evolution of Facebook Marketing
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From dorm room to board room, Facebook has evolved into the world's biggest brand marketing platform. Learn how Facebook's continuing evolution impacts your brand and learn best practices that you can immediately put into practice.
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The Evolution of Facebook Marketing
- 1. The Evolution of Facebook Marketing We’ll begin shortly…
- 2. Who’s presenting? Erica McClenny Jim Tobin Founder, President Ignite Social Media @jtobin Sr. Vice President, Client Services Expion @EricaMcClenny #IgniteFBM
- 3. Expion Plug
- 4. Details • Jim & Erica will lead Q&A at the end of the call. • Tag your tweets with #IgniteFBM. • We’ll send an email follow up with the deck, recording, and whitepaper. #IgniteFBM
- 5. Facebook began in a dorm room and is now one of the most valuable tools in the marketing playbook
- 7. Groups
- 8. Brand Pages
- 9. Landing Tabs
- 10. Timeline
- 13. The introduction of new features like Facebook’s EdgeRank and News Feed drove brands to focus on quality content.
- 19. Organic Reach
- 23. 2.) Organic Reach To optimize organic reach: • • Communicate a clear call to action. Focus on the “I” – as in “Why should I share this?” • Make a person seem smarter, funny, etc. • Create an incentive to share. • Generate a conversation. • Share helpful content. #IgniteFBM
- 24. Paid Reach
- 25. Facebook Ad Revenue is Growing Quickly
- 26. Ads More Expensive, Less Effective
- 28. Paid Reach To optimize paid reach: 1. 2. 3. 4. Use dark posts Segment your promoted posts Remember 20% rule Use in conjunction with other strategies #IgniteFBM
- 30. Fans are spending less time in front of their computers and more time on their mobile devices
- 31. Facebook isn’t there yet…
- 32. Hungry For Mobile Ad Revenue
- 33. Impact of Facebook Home?
- 34. Is Facebook Too Aggressive?
- 35. 3.) Mobile Marketing • Facebook continues to invest in mobile. • Mobile investments create targeted marketing opportunities for brands. • Facebook Home creates a persistent brand presence on the home screen. #IgniteFBM
- 41. Nearby Search Graph Search feed local map and friends who’ve been there or talking about those brands #IgniteFBM
- 42. Fragmentation
- 44. In Summary
- 45. 3 Keys to Evolutionary Success 1. Earned > Paid 2. Assume Mobile 3. Invest In Content. #IgniteFBM
- 46. Thank you for attending! Tweet your questions @ignitesma.
Notes de l'éditeur
- Link to video embed: <iframesrc="http://player.vimeo.com/video/63449672?portrait=0&amp;autoplay=1" width="400" height="300" frameborder="0" webkitAllowFullScreenmozallowfullscreenallowFullScreen></iframe>Link to video: http://vimeo.com/63449672
- Facebook Groups were answer #1 for businessLate in 2007, Facebook had 100,000 business pages, allowing companies to attract potential customers and tell about themselves. These started as group pages, but a new concept called company pages was planned.
- Facebook Pages allowed “Fans” to connect
- Landing tabsSponsored posts didn’t existBrand-to-fan interaction was more limitedForced brands to create basic ad to link back to brand’s websiteLanding tabs allowed for a “display style” interaction with new fans
- Timeline view offers a cover photo for branding in the newsfeed vs. driving fans to the actual page.
- Think less of features and more of thematic things:Advertising is changing, continues to (Paid Advertising) - Targeting and segmentationGenerating organic resultsCross-channel: mobile, desktop, e-mail; how is Facebook a hub.
- News Feed/EdgeRank makes brands focus on putting out quality content, strategic about what you’re doing instead of pushing all content, you need to figure out your cadence to connect with your audience, also encourages viral content so that brand content gets to your fans friend’s news feeds.News Feed target – target your audience based on different groups (v-day posts for single people and married people, each group sees the post intended for them rather than feeling lonely and depressed) Visible to everyone on the Timeline
- Oreo and Old Spice are brands that exemplify quality content investment.Turns out that content creates engagement that has far-reaching implications beyond social media.
- Change to “generating reach” sometimes you can buy sometimes you can create itAugment with paid marketing to bring in examples of case studies
- Organic reach can stem from a very simple, striking post.
- You can also orchestrate organic reach with contests, promotions, game mechanics, incentives, etc.This type of program wasn’t possible a couple years ago – Facebook didn’t have the plumbing to support the sharing and advocacy functions.
- 505050 was actually an influencer / advocate program.Facebook promoted posts drove users to the 50/50/50 Facebook tab to see each day’s blog giveawayPosts were a catalyst to a larger fan engagement and activation promotionWe’ve found that Facebook ads are less effective as a standalone.
- “Dark posts” – doesn’t show on your news feed or timeline but can still be boosted into an ad unitPromoted posts revolutionized FB Advertising because any marketer of any budget size could amplify their message without having a FB rep and massive budget Let you target to just fans so you can reach more than the average 10-ish percent Or target to Fans or Friends of Fans to potentially reach a broader audience for fan acquisition
- Facebook’s mobile applications aren’t great, but they’re getting better.
- Mobile advertising – and monetizing its mobile user base in general – has been a key theme for the Facebook the past several months.It is Q4 earnings call in January, Facebook announced that $305M / 23% of its ad revenue came from mobile. For the sake of comparison, in the same earnings call that they announced the growth in mobile ad revenue, Facebook cited over 1B active users and 680M mobile monthly active users – which represents 64% of its user base. So there is a lot of slack remaining in Facebook’s mobile opportunity. And Facebook hasn’t even begun to monetize Instagram and its bajillion users.- Is there such a thing as a mobile social media marketing strategy anymore? Or do all programs need to have mobile as a fundamental?How do call-to-actions differ in the mobile context?What types of campaigns are best suited for the mobile user?
- Facebook Home is a new mobile OS/App that weaves Facebook more deeply into the mobile experience. The app modifies the lock screen to make Facebook content front/center and to lower the engagement/consumption hurdle for users. Basically a screen saver of your News Feed. Chat Heads is a clever messaging app that provides a seamless chat interface, regardless of the app that you’re using.What Facebook users will find this most useful?What is the marketing impact? Does Brand content appear in Home? (Almost certainly)
- Key quotes: "The size of the audience makes this – the phone – a mass medium. It's as important to a marketer as TV," she told journalists at Facebook's headquarters in London on Monday. "This is as important – if not more important – than television.”"Our goal is not to increase the number of ads you receive but to increase the usefulness of those ads to you." Is Facebook getting too aggressive/invasive with its advertising efforts?Will marketers face a backlash if their content appears on the phone home screen?
- Where do we go now? Where do we go now? Where do we go?
- “Segmention 2.0”
- Grab some screen shots
- Grab some screen shots
- “Segmention 2.0”
- Grab some screen shots
- “Segmention 2.0”
- This is a recent CNET article citing the teen flock from Facebook to other platforms in search of “freedom” and privacy.- If this valuable demographic leaves Facebook, how will it impact marketing strategies?- What marketing strategies have been effective at reaching the teen demographic?- Where do you think that this demographic lands after it leaves Facebook? (Instagram and SnapChat primarily -- simpler, “secret”, and no parents.
- Earned reach is more scalable, repeatable, cheaper compared to paid reach. Pay to accelerate success, don’t pay to play.Assume that your followers will read your stuff on mobile. (Or if Jim talking – Assume that your followers will read your shit on mobile.)Content is the best investment that you can make as a Facebook marketer – it is the underlying story behind every marketing success.