Social Enterprise - Facebook for Marketing: Bigger opportunities ahead

Facebook for Marketing: Bigger Opportunities Ahead How Businesses Can Benefit From a More Connected World

/salesforce @laurenv in/laurenvaccarello

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Getting To Know Each Other

Agenda

Why Facebook Matters

Growing Your Community

Engaging with Your Community

How Salesforce Uses Facebook

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4

Facebook is BIG

million users

Getting Even Bigger

of UK adult internet users

are active on Facebook

Facebook Users Are Well Networked

average number of friends on Facebook

Social is Changing How We Spend Our Time

billion minutes spent on Facebook per month

Last year that number was 150 billion minutes

Social is Also Bringing Us Closer Together

Social Keeps Us Connected

What Does This Mean For Businesses?

New Ways to Connect to Customers

Businesses Can Connect To Customers

And To Their Customers’ Friends

850M people

Benefit From All of These Connections

Friends of Fans:

31,914,320 Fans: 86,960

Salesforce’s Facebook Audience

Start Building Your Community

Create Your Brand Page

Create Your Brand Page

• Reflect your brand’s personality/identity

What is Great Content?

§  Useful and shareable

§  May contain photos or videos

§  Engaging

Great Content Gets in the News Feed

§  90% of comments and likes come from the newsfeed

§  Most fans don’t revisit your brand page

EdgeRank: How Facebook Ranks Updates

Image c/o http://www.stuffedweb.com/what-is-facebook-edgerank/

Value of a Facebook Fan

§  Value varies by company

§  Think of your fan base as you would an email list –  Group of people opting in to

your message

Source: http://www.mediabistro.com/alltwitter/value-social-following_b19416

Paid Promotion to Grow Fans

What Can You Target on Facebook?

•  Location •  Demographic

•  Interests

•  Connections •  Education & Work

Marketplace Ads to Grow Fan Base

•  Auction-based pricing

•  Great for fan acquisition

•  Use to drive actions

Other Types of FB Ads: Premium

§  Premium placement

§  CPM based

§  Option for video

Logout Page Ad

Example: Grow Fans of Sales Cloud

§  Who is your ideal fan?

§  Interests

§  Location

§  Occupation

Grow Fans of Sales Cloud: UK SMB Owners

Grow UK SMB Followers for Sales Cloud

More than doubled our fans and followers in 2011

1.4 million people joined the movement

28% increase in small business sales Y-O-Y

40% increase in awareness of SBS among general population

Full case study: http://ads.ak.facebook.com/ads/FacebookAds/American_Express_CaseStudy.pdf

Engage and Amplify

“The journey to customer loyalty is no longer linear, but a continuous process of exploration and interaction”

Source: Building Brands For The Connected World, Facebook, Feb 2012

Listen to Your Customers

Start Conversations and Keep Them Going

Reply to Questions and Build Relationships

Getting the Most From A Connected World

Your Page

Publish to fans

Social plugins Engage: Provide VALUE to your fans so they’ll want to engage with our brand

Build: Make it EASY to make authentic connections

Amplify: Leverage social ads to amplify REACH via friends of connections

Salesforce Marketing To Connected World

Sponsored stories*: Fans and their friends Page post from Page

Paid Promotion Grew Reach 3X

Looking For More Than Engagement?

Have You Heard of Cloudforce?

Case Study: Cloudforce San Francisco

§  Goal: 15,000 registrations

§  How can Facebook be a part of this?

How We Approached Facebook Marketing

Sponsored Stories Targeting Fans

Amplify to Reach Friends of Fans

Created Unique Messaging For Non-Fan Target

Importance of Building Community First

886% higher conversion rate

89% lower cost per registration

14% higher conversion rate

14% lower cost per registration

Cloudforce San Francisco Facebook Results

§  78% paid media registrations came from social advertising –  ½ from Facebook

§  Scalable event strategy

What About Apps?

Should You Market with Facebook Apps?

§  Do you have an audience on your website?

§  Do your customers already engage with your business on an ongoing basis?

§  Do you have both the budget and technical resources to build and promote an App

§  Then consider building Apps to engage people in new and long-lasting ways.

Olivier and Pascal Had an Idea

§  Track the French Presidential election

§  Relevant

The Idea Grew

§  Track the French Presidential election in real time

§  Relevant

§  Powered by our technologies

The Idea Became a Powerful App

HEROKU

Radian6 API

Google Charts API

Radian6 Topic Profile

1 week to build

Real Time App Tracked The French Election

§  Provide real time social tracking of the French presidential election

§  Also grew fans and awareness

§  Built on Heroku and powered by R6 data

Results

§  Traditional press coverage

§  15% increase in fans

§  Thousands of visits

§  Templatized app for future election and event coverage

Facebook Marketing Wrap Up

1.  Customers, prospects and employees are on Facebook and you should be too

2.  Build and monitor a community

3.  Engage with your fans

4.  Use ads to amplify your (marketing) message

5.  Build apps for long lasting engagement

Lauren Vaccarello @laurenv

Take home up to $40 in iTunes gift cards! .

Thank you!