Facebook marketing (Old and New Media)

Every Department can use Facebook.

But Our Focus today is MARKETING.

MEDIA.

Old MEDIA.

3 out of 4 Americans use social technology. 2/3 of the global internet population visit social networks Visiting social sites is ahead of personal email as the 4th most popular online activityAnd, it’s growing at 3X the rate of the overall Internet*

Source: WebtrendsEngage2010

* Google Trends http://bit.ly/a5hwTd

350,000,000+

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


85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS

15

CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008


Let’s

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.


Profile:


Wall:Title Description

Activity Activity stream for users

Marketing Interest Intelligence gathering and creating awareness

Measurement Options Track Links

Transactional 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


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


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.


Tabs:Title Description

Activity Photos, events, boxes, notes, custom

Marketing Interest Custom experience for campaigns

Measurement Options Webtrends

Transactional Metrics Yes


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


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


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.


Apps:Title Description

Activity Application functionality

Marketing Interest Custom functionality and visitor level data

Measurement Options Measurement API, many solutions


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.

State views Interactions Interactions itemized Sessions Session length Interactions per session Interactions itemized per session State views per session Conversion Visitor Form data collection # users who have added your application tab # users who have added your application profile box # users who have added your application info section # users who have bookmarked your application # users who are subscribed to your application emails

Number of active users during the past 7 days Number of active users during the past 30 days Number of canvas page views Number of unique canvas page viewers Number of API calls made Number of unique users on whose behalfyour application made API calls Average HTTP request time for canvas pages Average FBML render time for canvas pages


Ads:Title Description

Activity Homepage, Social, Fan, RSVP, Poll, Virtual Gifts

Marketing Interest Creating awareness, driving traffic, engagement, RSVPs, etc.

Measurement Options Facebook reporting




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


Links:Title Description

Activity Linking

Marketing Interest Intelligence gathering and traffic

Measurement Options Referrers

Transactional Metrics Limited

Visitor Level Metrics Limited


Analysis Options Analytics, Excel, etc.

Metrics Clicks to properties with analytics, Visitor attribution from posts published from apps

Notes URL Shorteners are blocked

http://www.facebook.com/webtrends@justinkistnerContent Gathered from:

Like RECONNECT on Facebookfb.com/reconnectt

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Facebook marketing (Old and New Media)