Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel
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This document summarizes a presentation about how Facebook has become the most important marketing channel. It notes that Facebook now has over 550 million active users, is gaining 30 million new members per month, and accounts for 10% of all time Americans spend online. It argues that ignoring Facebook is no longer an option for marketers and that there are two primary ways for businesses to use Facebook to grow: having a brand presence on Facebook and incorporating Facebook features into their own websites.
Facebook Is Not A Marketing Channel. Facebook is THE Marketing Channel
- 1. Facebook is No Longer Optional … It’s THE Marketing ChannelPresented by:Michael LazerowChief Executive Officer, Buddy Media Web 2.0 ExpoSeptember 30, 2010
- 2. Welcome to the University of Web 2.0: Marine Biology 101(mə′rēnbī′äl·ə·jē) - A branch of biology that deals with those living organisms which inhabit the sea. McGraw-Hill Dictionary of Scientific and Technical Terms, 6th edition
- 3. The copepod (a / k / a Plankton)1 millimeter long!Copepod - photo by Uwe Kils
- 4. The Blue Whale (Balaenopteramusculus)Largest mammal on earth
- 5. 108 feet long & 200 tons
- 6. Tongue weighs 3 tons
- 7. Heart weighs 1300 lbs
- 8. Speed of up to 35 MPH
- 9. Loudest mammals on earth with sounds heard 1000 miles awaySOURCE: Wikipedia
- 10. A mammal like no otherSOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
- 11. A mammal like no otherSOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
- 12. Fastest growing mammalGains 30 pounds a day and doubles its size in the first six months of its life.SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/
- 13. Sound familiar?
- 14. Meet FacebookusMusculus, The Blue Whale of the InternetBiggest site on earth
- 15. Gaining 30M new members monthly
- 17. Half login daily
- 19. 30B pieces of content shared monthly11From baby to behemoth in 3 years!Just 3 years ago:Less than 25 million members
- 20. 1% of time spent on the internet
- 21. US focused
- 22. Fed by $100M/year Microsoft ad dealFacebookPenetration: 2007SOURCE: Hitwise, Facebook.com, Checkfacebook.com. August 2010.
- 23. 12Today: World’s Largest 2-way Global Media Platform10% of all time Americans spend on the internet
- 24. $2B in sales
- 26. Global marketing on one platform at scale for the first time!Current FacebookPenetration(% of online population)Russia: 4%Canada: 57%UK: 63%France: 47%US: 59%Spain: 40%Indonesia: 100%Chile: 85%Ecuador: 82%Columbia: 79%Australia: 54%South Africa: 67%SOURCE: ComscoreMediaMetrix, Hitwise, Facebook.com, Checkfacebook.com. August 2010.
- 27. August 2010: Facebook Overtakes Google in Time Spent
- 28. Watch out Google … no more smooth sailingSOURCE: http://cosmicbuddha.com/2010/07/whale-vs-sailboat-for-real/
- 29. So what?
- 30. Facebook is the single most important marketing channel the world has ever witnessed.
- 31. Ignoring it is no longer an option.
- 32. Facebook is not just another marketing channel.
- 33. Facebook is THE channel.
- 34. Two primary ways to use Facebook to grow your business.20
- 35. First: Your brand on FacebookLanding Tabs
- 36. Wall
- 37. Photos
- 38. Videos
- 39. Events
- 41. Power to the people – give them choices
- 42. Ask questions!
- 43. 9/30/201025Grow fan acquisition by using existing audiences (email)
- 44. 9/30/201026Drive conversions within Facebook
- 45. Global deployment: One unified Page, many country versions
- 46. Utilize “fan only” content to drive connections
- 47. Fan only content + UGC! (a / k / a 2006 meets 2010!)
- 48. Grow fan acquisition by using existing audiences (TV)
- 49. Replace your web site
- 50. Drive registrations and members!
- 51. 9/30/201033Give people easy tools to share and distribute content
- 52. Connect with holidays and events
- 53. Second: Facebook on your site: The Open GraphSocial plugins
- 56. AnalyticsFacebook on your site: The Open Graph36
- 57. 37Eventbrite: What are your friends doing?
- 58. 38Rotten Tomatoes: What do your friends like?
- 59. 39Amazon: What should you buy your friends?
- 60. How do I scale this?40
- 61. 1) Strategy: Create your social calendar
- 62. 2) Tools: Use tools to make it easyFacebook management system should have the following
- 63. Powerful content management system
- 64. Library of applications to engage and grow fanbase
- 65. Publishing tools for management and moderation of wall posts
- 66. Easy drag-and-drop interface to make it simple to make changes
- 67. No knowledge of FBML or FBJS required
- 68. Full rights provisioning and security settings to empower cross-organizational cooperation
- 69. Real-time analytics with actionable data to optimize your presence2) Tools: Use tools to make it easy43
- 72. An “owned” media network for your brand
- 73. Engagement
- 74. More traffic to your web sites
- 75. Revenue from ad and sponsorship sales and ecommerce
- 76. Always-on communication with “fans” – social CRM
- 78. Not to get fired!46Always-on conversations versus one-off campaignsYou need to be building on-going dialogue with consumers where they already hang out.
- 79. NHL.com: Anatomy of successWALLMessage Your Fan BaseDrive new fans by scheduling posts/updates to encourage likes, comments and sharesTABSScale Your Brand Create multiple tabs for brands, campaigns and projectsEngage Your Audience Launch engaging, content-rich social “applets,” like quizzes, polls, sweeps and moreAcquire New Fans Drive new fan growth through friend referrals and Newsfeed messaging
- 80. NHL.com: Anatomy of successSHARELOGIN WITH FACEBOOKGive users a way to share content with their friends with one click.Give users a way to connect with your site using their Facebook credentials.LIKE BUTTONLIKE BOXGive users a way to “Like” content on your site and share it with their friends on Facebook.Give users a way to connect with your Facebook Page right from your web site.
- 81. NHL.com: Anatomy of successViral engagementViral trafficViral trafficViral engagement
- 82. The Branded Viral Loop
- 83. What does the “Like” button mean for the web?http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
- 84. What does the “Like” button mean for the web?Increased Traffic
- 85. ABC News: +190%
- 86. Gawker: +200%
- 87. Global News: +390% (#2 source of traffic)
- 88. NBA: #2 source of traffic
- 90. TypePad: +200%SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
- 91. What does the “Like” button mean for the web?Increased Engagement
- 92. Simply Hired: +2.2X more job searches, 52% more jobs viewed/search
- 93. NHL: +92% more articles read; 85% time spent on site; 86% video views
- 94. Dailymotion: 30k Likes per DaySOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
- 95. Optimize with insightsWhat portion of Facebook users are logged in?
- 96. What type of users like this article?
- 97. What are people liking and sharing the most/least?
- 98. Where are the users liking?SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News
- 99. Thank you!Crossed eyes!Michael LazerowCEO, Buddy MediaE: [email protected]: @lazerowEmail me to learn more about the Buddy Media Platform!