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Presentation on the Link Between Search Engine Marketing and Social Media by Brian Boland of Facebook at SES Chicago 2009.
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Identity Connections Sharing
best friend
mom
co-workerfavorite band
tv show
tv show
brother
roommate
girlfriend
teammate
restaurant
clothing designer
coffee shop
favorite cereal
celebritydad
Product vision
>50
B con
nect
ions
Source: Compete.com, US 30 day active, Oct 09 Source: Nielsen, Aug 09
Facebook5hr 46min
#1 in Time SpentRapid Growth
350M Worldwide100M US50% return daily
GoogleYahoo
34.95%
#1 Daily Reach
Source: CI Brand Study; US active users, Aug 09
Yahoo
Facebook46% NPS
#1 in User Loyalty
Yahoo
Facebook Scale
Searching on Facebook
Friends – Trusted source for information
Standard
Standard w/Social Event
Fan
Direct response: Standard Ads
2MM+
85MM+
2MM+
1,940
100K+
Searches for “sleeping bag”
673,000
Facebook users with “camping” in their profile
1,680,700
Google’s clickstream
(c) 2009 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
SOCIAL BRANDING
CONSUMER INSIGHTS
MEA
SUREM
ENT
CONNECTIONS
CONVERSION
DIRECT RESPONSE
Facebook marketing solutionsWeave your brand into their lives
▪Reach a large audience
▪Target authentic users
▪Measure quickly, accurately
▪Make lasting connections
▪Engage in 2-way dialogue
▪Drive conversions
How?ShopLocal drives foot traffic via Bulk Upload Tool
•Goal: ShopLocal wanted to drive Kohl’s core shopper demographic in each city to its regionalized online circular
• Solution: Iteration on creative and targeting via Facebook Ads Bulk Upload Tool
• Impact: 120 million+ micro-targeted impressions at $0.25 CPM, driving 2.4 million offer views
Contact on Twitter @BrianBoland
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