These slides focus on the mechanics of Facebook marketing. The meat of these slides is based on the components of Facebook providing a look at what can be collected, analyzed, etc.

1. A BRIEF INTRO TO FACEBOOK MARKETING

2. Every department can use Facebook

3. But, we’re going to focus on marketing

4. Why do marketers care about social?

5. Purchasing funnel

6. Media Purchasing funnel

7. Old media landscape

8. New media landscape

14. * Google Trends http://bit.ly/9ZznCx Social Media is the 3 rd Era of the Web

15. * Google Trends http://bit.ly/9IGvF2 Facebook is the most significant channel in terms of growth

16. * Google Trends http://bit.ly/a5hwTd Compared to other top Internet brands, Facebook has the most interest

17. * Javelin Strategy and Research Usage reflects the shift to social

18. 350,000,000+

19. It’s changing your customers expectations

20. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

21. 85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

22. The top brands are responding

23. * http://www.nma.co.uk/news/cover-story-coke-drops-campaign-sites-in-favour-of-social-media/3008538.article Coke and Unilever are shifting from microsites to social in 2010

24. Pepsi is shifting it’s $20 million from the Superbowl to social

25. How does it work?

26. Broadcast vs. Interaction

27. From mouse traps to mouse parties

28. Interaction Workflow

31. Monitoring | Measurement | Analysis Conversation Aggregation Data Collection Data Interpretation

32. A closer look at the Facebook elements

33. Custom tab App Basic Facebook campaign

34. Profile Title Description Activity User bio and wall Marketing Interest Intelligence gathering and creating awareness Measurement Options None Transactional Metrics No Visitor Level Metrics No Monitoring Options Aggregate data available in the self-serve ad tool Analysis Options None Metrics N/A Notes Profiles offer Messages and Status Updates in addition to the Wall. Messages are like email, except Facebook offers no way to search, sort, filter, categorize, or flag messages. You can message people you aren’t friends with, but doing so in high numbers will get your account shut down.

35. Wall Title Description Activity Activity stream for users Marketing Interest Intelligence gathering and creating awareness Measurement Options Track Links Transactional Metrics No Visitor Level Metrics No Monitoring Options Clients such as Tweetdeck and Seesmic Analysis Options Manual data collection or API access Metrics Impressions and clicks per post Notes

36. Pages Title Description Activity Profiles for groups Marketing Interest Intelligence gathering, creating awareness, campaigns, and direct marketing Measurement Options Insights from Facebook Transactional Metrics Limited Visitor Level Metrics No Monitoring Options RSS feeds, Scoutlabs, etc. (for wall only) Analysis Options Excel (exportable CSV) Metrics Interactions, Interactions itemized (updates, comments, likes), Fans, Page views, Post Quality Notes Pages can publish to the stream, offer Rich Media, have the Insights Dashboard, offer SEO. In June of 2009, all outbound communication channels have been cut off from generic pages.

37. Tabs Title Description Activity Photos, events, boxes, notes, custom Marketing Interest Custom experience for campaigns Measurement Options Webtrends Transactional Metrics Yes Visitor Level Metrics No Monitoring Options None Analysis Options Analytics, Excel, etc. Metrics Page views, Fan views, Non-fan views, Interactions, Interactions itemized Notes Tabs are the new microsite

38. Groups Title Description Activity Like pages only less functionality. Came first. Marketing Interest Less since Pages as there is nothing Groups can do that Pages can't Measurement Options Webtrends Social Measurement Transactional Metrics Kinda Visitor Level Metrics No Monitoring Options Webtrends Social Measurement Analysis Options Webtrends Social Measurement Metrics Mentions, Topic Analysis, Topic Trend Analysis, Topic Cloud, Analytics Integration Notes Groups were going to get eliminated, but now Facebook has said they are getting an update that may make them more attractive to brands.

39. Apps Title Description Activity Application functionality Marketing Interest Custom functionality and visitor level data Measurement Options Measurement API, many solutions Transactional Metrics Yes Visitor Level Metrics Yes Monitoring Options Varies Analysis Options Analytics, BI tools, Excel, etc. Metrics (next page) Notes Apps are the only place for brands to collect visitor level data.

41. Ads Title Description Activity Homepage, Social, Fan, RSVP, Poll, Virtual Gifts Marketing Interest Creating awareness, driving traffic, engagement, RSVPs, etc. Measurement Options Facebook reporting Transactional Metrics Yes Visitor Level Metrics No Monitoring Options None Analysis Options Excel (exportable CSV) Metrics Impressions, Clicks, Interactions, Demographics Notes Fan ads and RSVP ads are the only units available in self serve, A target audience should exceed 1 million to make home page ads viable, Home page ads start at $40K, $15K to test segmentation is a good amount

42. Links Title Description Activity Linking Marketing Interest Intelligence gathering and traffic Measurement Options Referrers Transactional Metrics Limited Visitor Level Metrics Limited Monitoring Options None Analysis Options Analytics, Excel, etc. Metrics Clicks to properties with analytics, Visitor attribution from posts published from apps Notes URL Shorteners are blocked

43. http://www.facebook.com/webtrends @justinkistner

44. THANK YOU! Please visit the Engage conference website for a copy of this presentation, to provide feedback and rate the sessions.