Rania Ajram and Matthew Johnson#mrk634

Who here has Facebook?

• Founded in 2004 by Mark Zuckerberg

• Social networking site for people, businesses and organizations

• In October 2012 had over

1 billion active users

Image Source: http://theerinryan.com/2012/11/should-we-complain-about-paying-to-reach-people-on-facebook-pages/

•Data Use Policy, Platform Policies, Pages Terms, Payment Terms, Advertising and Promotions Guidelines

• Advertising content criteria, community standards, and other applicable requirements

• Ads generated through Page posts, and promote a sweepstakes, contest, competition or offer must comply with the Pages Terms and must not contain false, misleading, fraudulent, or deceptive claims or content

• Only authorized representatives may administer a Page for a brand, entity (place or organization), or public figure

• Apps on Pages must comply with Platform Policies

• Third-party advertisements on Pages are prohibited, without Facebook’s prior permission

http://www.facebook.com/page_guidelines.php

Image Source: http://comerecommended.com/files/2011/08/rules.gif http://www.facebook.com/legal/terms

Sponsored Stories

https://www.facebook.com/video/video.php?v=10100328087082670ittp://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdfhttp://aytm.com/blog/wp-content/uploads/2012/09/3253810714_2e14032699.jpghttp://nonprofitorgs.wordpress.com/2010/06/22/three-things-that-happen-when-facebook-pages-reach-10000-fans/

Premium Locations:

High engagement (Home Page (News Feed) and Profile Pages

Premium Ads: advertisements in premium locations

Key features of Premium Ads: •6 types

• Like Ads• Poll Ads • Event Ads• Sampling Ads• Video Comment Ads• Standard Ads

•Demographic targeting•Guaranteed delivery•Highest share of voice on the most trafficked pages on Facebook

http://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdf

Like Ad

Video Comment Ad

Standard Ad

http://ads.ak.facebook.com/ads/FacebookAds/Facebook_Product_Guide_041911.pdf

Poll Ad

Event Ad

Sampling Ad

GOALSFacebook page to promote

obstacle course challenges in cities around the world

Increase brand awareness globally

Drive more people to sign up for events in specific cities (social/shareable)

Develop a community of Tough Mudders

SUCCCESS

https://www.facebook.com/toughmudderhttps://www.facebook.com/business/toughmudder

B2C: Friends, fans, friends of fans, specific targets, word-of-mouth, visual, consumer

behaviour is more in tune with B2C

Facebook is more B2C oriented due to the nature of the site.

There is more opportunity to reach consumers than businesses.

Other social media sits such as LinkedIn are more business oriented.

B2B: Businesses can like other business pages and affiliate themselves with each

other, similar businesses can connect

• Beneficial to both • Fans/followers• Word-of-mouth• For Profit: Promotions • Not-for-Profit: Donations

– Sponsored Stories– Trust, referrals– Authenticate after 10,000 fans

https://www.facebook.com/WorldVisionCan

• An official page created by a business or person• Connect with consumers who chose to visit, like,

and follow a brand and communicate with fans and friends of fans.

• Interactive and visual: status posts, photos, notes, links, applications

• Twitter, Instagram and Yoututbe, etc.• News Feed or “Pages Feed”.

Pros• Grow

• Feedback

• Guide conversations

• Promotions

Cons• Negative feedback

• Reputation (consumer perceptions)

• Can’t control conversation

• Managing and facilitating difficult with large following (labour intensive)

Image Source: http://www.facebook.com

How can a business use Facebook?

Click the images to take you to:https://www.facebook.com/video/video.php?v=10150195768648062https://www.facebook.com/Diesel?fref=ts

• Minimal costs

• Easy to make a Page (low time)

• Engaging

• Consumer view

• Advertising

• Costly website development

• Depending size and content

• Professionals

• Timely to create

• Informative

vs. Websites

https://www.facebook.com/Tiffanyhttp://www.tiffany.ca/

http://mapthis.net/wp-content/uploads/2010/08/Facbook-Places.jpg

A feature on Facebook that uses your location to “check you in” to “PLACES” so your friends know where you are.

It is beneficial for businesses because you can offer incentives for customers such a “Check-In Deals” and also to gain awareness.

People can create a Place for your business before you.If so, your business can claim it.

People cannot check-in to Pages.

Check-In Deals

http://media.onsugar.com/files/2010/11/44/3/192/1922507/fe7957dc067efdb0_FacebookDeals.jpg https://www.facebook.com/AirCanadaCentrehttps://www.facebook.com/AirCanada

It’s simple and quick! Click on “Create a Page” (which has multiple locations all around the Facebook world). Follow the easy steps.

https://www.facebook.com/business/build

After you’ve created your page, Facebook offers many tips and resources to help you market and grow your page.

https://www.facebook.com/business/resources

-on-page shops-all-in-one social/shopping experience-require significant time investment-general consensus is that ROI is not significant enough to warrant implementation

Image Source: http://www.miiduu.com/facebook-store

•require significant time investment•general consensus is that ROI is notsignificant enough towarrant implementation

Image Source: http://mdmk2012.wikispaces.com/Opportunities+and+limitations+of+Facebook+as+an+eCommerce+platform http://www.aboutfacedigital.com/services/f-commerce/

• Used to measure specific targets and demographics to better meet marketing needs

Effective tools, easily implementedHelp engage with consumer

Image Sources: http://www.vivid.com.cy/blog/omg-share-share-share/. http://mashable.com/2010/04/21/facebook-open-graph/

• Individual traffic to products outside of Facebook

• “want” plugin, an extension of “like” plugin

• An effective tool for connecting/engaging with consumers

Image Source: http://scaleogy.com/facebook-to-add-want-button-for-a-social-commerce-kick http://www.connectioncafe.com/posts/2012/08-august/facebook-marketing-cheat.html

• Video chat and picture sharing app

• Useful for product demonstrations, tutorials and customer service

• Direct access to fans

Image Source: http://allfacebook.com/poke-promo-message-iphone_b107392

• Impact, reach and engagement of posted content

• Organic vs. Viral statistics• Demographic and geographic information provided

• Engagement can be monitored through each post• Provides basis for successful/engaging posts vs. unsuccessful posts• Gives direction towards what should be done next

Image Source: http://blog.kissmetrics.com/guide-to-facebook-insights/ http://www.uthguytech.com/blog/2010/12/the-facebook-question/

PageLever• Measure stats

• Shows unread

posts

• Compare tags

and posts

• Create charts

and PDFsImage Source: http://socialfresh.com/pagelever-data-facebook-insights/

BuddyMedia• Scans comments for potential customers

• Measures

and compares

insights

• Automated

budget

parameters

Image Source: http://www.insidefacebook.com/2011/04/18/buddy-media-average-activity-per-hour/ http://www.nelsonbostock.com/nelson-bostock-wins-buddy-media/

SocialDon• Easily manage fan gates, promotions and

coupons; monitors/measures engagement• Benchmarking vs. competitors• Completely free

Image Source: http://www.socialdon.com/blog/facebook-analytics-top-brands/ http://www.graphicdesignblog.org/socialdon-free-facebook-analytics/

Simply Measured• Beautiful charts in multiple formats

• Useful for comparisons

against other

Social media

pages and time

frames

• User friendly

interfaceImage Source: http://www.geekwire.com/2012/klout-simply-measured-partner-twitter-influence-tracking/ http://simplymeasured.com/

EdgeRank• Tips and analytics for which updates generate

more feedback

• Measures and compares insights behind posts

Image Source: http://www.mindjumpers.com/blog/2012/10/how-to-adjust-to-facebooks-changes-in-the-edgerank-algorithm/

Unilyzer• Measures traffic in and out of social media pages

• Monitors

and measures

analytics

• Simplified

results for

easier readings

Image Source: http://www.unilyzer.com/online-marketing-analytics-software-unilyzer/

Which one ranked the best?

PageLever 8BuddyMedia 9SocialDon 8Simply Measured

9

EdgeRank 5Unilyzer 6

*Ratings are on a 10 point scale

• Universal cross-web login• Allows businesses to access customers’ newsfeeds• Allows forengagementacross the web

Image Source: blogs.powerreviews.com http://www.jimmyco.com/the-facebook-connection-map/

• Facebook’s unique ability to leverage “Likes”• CPC vs. CPM (click/impression)• Different costs associated with countries• Target through phone OS, demographics or

interests

• Search by interest• Opens advertising potential for psychographic,Borderline behaviouralcharacteristics• Sorted by most “Likes”

Image Source: http://www.businessinsider.com/financial-analyst-sees-graph-search-as-a-path-for-long-term-revenue-2013-1

• Umbrella term for interactive additions to pages• Enable useful promotional features

(sweepstakes, surveys)

Image Source: https://developers.facebook.com/blog/post/2012/07/09/app-center-global-rollout/ http://vocal.ie/facebook-app-center-arrives/

• Consumer or

business-driven activities

• Combined with promotions for effective appeal

• Often overlooked

by businesses

Image Source: http://careers.queensu.ca/events.html http://kherize5.com/facebooks-new-event-pages/

• Competes with Craigslist and eBay• Allows consumers and businesses to sell and

promote products to your friends or entire Facebook community

https://apps.facebook.com/marketplace/?fb_source=bookmark_apps&ref=bookmarks&count=0&fb_bmpos=3_0

• Created by users and businesses • Help support your business or product/brand• Can be public, closed or private• Discussion boards, photos, videos, calendars,

mass messages, shared document creation• Like Google+ circles

• Free calls between Facebook users online (voice and video in Facebook chat)

• iOS users also have free calling capability on the Messenger app (WiFi)

https://www.facebook.com/videocalling/

Resources and programs that assist businesses and brands with marketing advice and tool to succeed.

Works Cited

• Virzi, Anna M. "Facebook Storefronts: Why Brands Fail." Search Engine Watch. Clickz, 25 Feb. 2012. Web. 18 Jan. 2013. <http://searchenginewatch.com/article/2155124/Facebook-Storefronts-Why-Brands-Fail>.

• Ente, Jeff. "The Beginner's Guide to Facebook Commerce." Mashable. N.p., 14 Aug. 2011. Web. 18 Jan. 2013. <http://mashable.com/2011/07/14/facebook-commerce-guide/>.

• Miller, Miranda. "Is F-commerce a Flop? Why Retailers Aren't Sold on Facebook." Search Engine Watch. N.p., 3 May 2012. Web. 18 Jan. 2013. <http://searchenginewatch.com/article/2172155/Is-F-commerce-a-Flop-Why-Retailers-Arent-Sold-on-Facebook>.

• Constine, Jeff. "Facebook Collections Lets Retailers Augment Posts With “Want/Collect†Buttons That Save �Products To Pinteresque Profile Sections." TechCrunch RSS. N.p., 8 Aug. 2012. Web. 18 Jan. 2013.

• Kleinfelter, Molly. "Face-off: Snapchat vs. Facebook Poke." LAPTOP Magazine The Pulse of Mobile Technology RSS. LAPTOPmag, 18 Jan. 2013. Web. 19 Jan. 2013. <http://blog.laptopmag.com/face-off-snapchat-vs-facebook-poke>.

• Kaylor, Annalise. "5 Facebook Insights Your Business Can't Ignore." Social Media Today RSS. Social Media Today, 27 Apr. 2012. Web. 19 Jan. 2013. <http://socialmediatoday.com/annalise-kaylor/497513/5-facebook-insights-your-business-can-t-ignore>.

• Parr, Ben. "10 Great Implementations of Facebook Connect." Mashable. N.p., 12 Jan. 2009. Web. 19 Jan. 2013. <http://mashable.com/2009/01/12/facebook-connect-implementations>.

• Edwards, Jim. "Facebook's Graph Search Is Really A Plan To Rescue The 'Like'" Business Insider. N.p., 15 Jan. 2013. Web. 19 Jan. 2013. <http://www.businessinsider.com/facebooks-graph-search-likes-and-advertisers-2013-1>.

• Eha, Brian P. "How Facebook's Graph Search Could Help Businesses." Entrepreneur. Entrepreneur, 18 Jan. 2013. Web. 20 Jan. 2013. <http://da.feedsportal.com/c/34343/f/625550/s/27ac01ca/l/0L0Sentrepreneur0N0Cblog0C225554/ia1.htm>.

Works Cited Cont’d"Terms." Facebook Inc. 18 Jan. 2013. <http://www.facebook.com/legal/terms>.

Sullivan, Danny. "Survey: Facebook Best For B2C Sales and Leads; LinkedIn For B2B."Marketing Land. 30 Aug. 2012. The Third Door Media Inc. 20 Jan. 2013 <http://marketingland.com/survey-facebook-best-for-b2c-sales-linkedin-for-b2b-20219>.

"Introducing Sponsored Stories." Facebook Marketing. 25 Jan. 2011. Facebook Inc. 17 Jan. 2013 <https://www.facebook.com/video/video.php?v=10100328087082670>.

"Three Things That Happen When Facebook Pages Reach 10,000Â Fans." Nonprofit Tech 20 Blog A Social Media Guide for Nonprofits. 22 June 2010. Word Press. 17 Jan. 2013 <http://nonprofitorgs.wordpress.com/2010/06/22/three-things-that-happen-when-facebook-pages-reach-10000-fans/>.

Pazarlama, Dijital. "Diesel QR Code Campaign." Diesel QR Code Campaign | Facebook. 8 June 2011. 20 Jan. 2013 <https://www.facebook.com/video/video.php?v=10150195768648062>.

"Diesel - Clothing Store, Fashion Designer | Facebook." Facebook. 20 Jan. 2013 <https://www.facebook.com/Diesel>.

"Tiffany & Co. | Facebook." Facebook. 20 Jan. 2013 <https://www.facebook.com/Tiffany>.

"Tiffany & Co. | Canada." Tiffany & Co.. T&CO. 20 Jan. 2013 <http://www.tiffany.ca/>.

"Build your Business." Facebook Inc. 2013. 17 Jan. 2013. <https://www.facebook.com/business/build>.

"Facebook for Business." Facebook Inc. 2013. 17 Jan. 2013. <https://www.facebook.com/business/resources>.

"Marketplace on Facebook." Marketplace. Facebook Applications. 17 Jan. 2013 <https://apps.facebook.com/marketplace/?fb_source=bookmark_apps>.