2011 SBS Singapore | Putting Facebook to Work Effectively: Lessons From Over 300 Campaigns

Facebook: Observations & Lessons Learned from >300 Campaigns ,[object Object],[object Object],[object Object]

>300 Facebook programs for >200 brands since 2006

You can look at Facebook through many different lenses … … today I’m going to focus on the Marketing lens.

Why is Facebook interesting to a Marketer? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Observations & Lessons Learned ,[object Object],[object Object],[object Object],[object Object]

HOW DOES FACEBOOK “WORK” ?

Media + Experiences = A Symbiotic Relationship ,[object Object],[object Object],[object Object],posting commenting creating discussing sharing

A landscape in which brands & friends compete for attention Primary Corporate or Product Website Conversion Social Microsites Amplify Online Marketing ,[object Object],Engagement Fan Pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Wall Custom Tabs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Awareness Engagement Ads ,[object Object],[object Object]

WHAT IT GOOD FOR (AND NOT GOOD FOR) ?

Facebook is not (very) good for (yet)… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Facebook is good for… ,[object Object],[object Object],[object Object],[object Object]

Social Presence, Apps, Campaigns: Many Ways to Win Southwest Airlines Promotion grew 100k to 750k fans in 2 weeks Travelocity Over a million votes for the Cabin Fever campaign HBO Doubled active fan base through friend referrals American Express Highly integrated social programs to promote charitable giving Walmart & ASPCA Raised over $100k from fans – with no media (all viral) Disney Extending the guest experience, launching new attractions

WHAT DOES THIS MEAN FOR A BRAND ?

These modes of engagement represent the future of… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketers who want to put this landscape to work… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

90% of the time, this is how to go 0  100 in Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Engagement Programs in Facebook Disney ,[object Object],[object Object],[object Object]

WHAT DOES THIS MEAN FOR THE WEB AS A WHOLE ?

What the Web “does” is changing Friends Likes Targeting

The social/mobile web is runs on Attention Streams

What Facebook is really doing… ,[object Object],[object Object]

What’s a brand to do in this new stream-ified, social-ized, facebook-ed web? ,[object Object],[object Object],[object Object]

… and remember, Facebook is a platform and paradigm that’s changing more than just Marketing Customer Service Product Innovation Sales Public Relations Talent Management

Thank You. ,[object Object],[object Object]

2011 SBS Singapore | Putting Facebook to Work Effectively: Lessons From Over 300 Campaigns

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2011 SBS Singapore | Putting Facebook to Work Effectively: Lessons From Over 300 Campaigns