5 Tools For Effective Facebook Marketing
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Tools on Facebook plus interesting theories on a schism between earned and paid media.
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5 Tools For Effective Facebook Marketing
- 1. The 5 Tools for Effective Facebook Marketing Justin Kistner Sr. Manager of Social Product Marketing Dan Zarrella Social Media Scientist @justinkistner @danzarrella #5tools
- 2. Social Is The #1 Online Activity • Social media is not only the most popular activity online, it grew the most at 48% growth over last year. • Social media was the most popular activity last year. It also grew the most last year tripling in time spent over 2008. • Users spend 4 times as much time on social networks than they do email. • Users spend a 1/3 less time on email this year than they did last year. @justinkistner @danzarrella #5tools
- 3. Fortune 100 site traffic decreasing Yearly change in Unique Visits – Fortune 100 (2009-2010) 150.00% Cisco systems (139%) 100.00% 50.00% 0.00% -50.00% Phillip Morris (-76.3%) -100.00% • Average percentage drop was 23.02% • 68% of companies experienced negative growth in unique visits from 2009 – [1] Unique visits [1] monitored between Nov 2009 – Nov 2010 2010 were @justinkistner @danzarrella #5tools
- 4. FACEBOOK FANS SITE VISITORS (MO.) 19,800,000 1,800,000 22,700,000 270,000 16,900,000 290,000 8,000,000 325,000 @justinkistner @danzarrella #5tools
- 8. Facebook’s Value Proposition Website Integration Pages Ads Apps Analytics @justinkistner @danzarrella #5tools
- 9. Visit Everyday 76% 50% FANS ARE Friend Network 310 HARDCORE FACEBOOK 130 USERS Links Clicked Fans Avg. User 5.1 1 @justinkistner @danzarrella #5tools
- 10. Existing customers 84% Want exclusive offers & benefits FANS ARE CUSTOMERS 83% LOOKING FOR DEALS, Buy more after becoming a fan NEWS & 36% COMMUNITY @justinkistner @danzarrella #5tools
- 12. Like Button @justinkistner @danzarrella #5tools
- 13. Visually creates desire @justinkistner @danzarrella #5tools
- 14. Shares a link in the news feed @justinkistner @danzarrella #5tools
- 15. Discussion increases reach @justinkistner @danzarrella #5tools
- 16. Viral loop @justinkistner @danzarrella #5tools
- 17. And gives you fans to target ad offers @justinkistner @danzarrella #5tools
- 19. What drives people to fan? Brand Invite/Ad 75% Friend 59% Search 49% @justinkistner @danzarrella #5tools
- 20. Fan Pages @justinkistner @danzarrella #5tools
- 21. Reaching fans with wall posts EdgeRank filtered @justinkistner @danzarrella #5tools
- 22. MOST 2-3X - Touching, emotional stories - Provocative, passionate debates CLICKED ON WALL POSTS 1.5-2X - Important sports wins - Simple, easy questions @justinkistner @danzarrella #5tools
- 23. Updates have poor reach Where fan messages go to die You try to reach fans by mail @justinkistner @danzarrella #5tools
- 24. Ads reach all fans Target fans • Paid delivery like email • Deploying an app and not notifying fans is like launching the landing page for an email campaign but never sending the email @justinkistner @danzarrella #5tools
- 25. Place Pages @justinkistner @danzarrella #5tools
- 27. Facebook Deals @justinkistner @danzarrella #5tools
- 28. Requires Check In @justinkistner @danzarrella #5tools
- 29. Unlocks a deal @justinkistner @danzarrella #5tools
- 30. Individual, loyalty, friend, & charity @justinkistner @danzarrella #5tools
- 31. Claimed deals become news feed posts @justinkistner @danzarrella #5tools
- 32. That link to your place page @justinkistner @danzarrella #5tools
- 33. Event Pages @justinkistner @danzarrella #5tools
- 35. Running Google Ads to Your Facebook Page @justinkistner @danzarrella #5tools
- 36. Social is demand generation @justinkistner @danzarrella #5tools
- 37. Search & Social @justinkistner @danzarrella #5tools
- 38. Ad Targeting to Increase Feedback Ads Feedback Fans Visibility @justinkistner @danzarrella #5tools
- 40. ECOMM IS HIGHLY SOCIAL Sociability @justinkistner @danzarrella #5tools
- 42. State targeting makes little to no impact on CTR @justinkistner @danzarrella #5tools
- 43. Education level impacts CTR @justinkistner @danzarrella #5tools
- 44. Segmentation Fan Targeting Non-Fan Targeting Friend of Fan Targeting @justinkistner @danzarrella #5tools
- 45. Connection Targeting 10,401 people 1,352,530 people Web 2.0 Web 2.0 @justinkistner @danzarrella #5tools
- 46. COLD TARGETING .05% Avg. CTR of ads to non-fans VS. FANS .35% Avg. CTR of ads to fans @justinkistner @danzarrella #5tools
- 48. Having fans improves ad performance @justinkistner @danzarrella #5tools
- 49. Image Selection @justinkistner @danzarrella #5tools
- 51. Ad Multiplication Interest Images Ad Copy Targeting Interest Images Ad Copy Targeting Interest Unique Ad Images Ad Copy Targeting Combos Interest Images Ad Copy Targeting Interest Images Ad Copy Targeting @justinkistner @danzarrella #5tools
- 52. Ad Burnout @justinkistner @danzarrella #5tools
- 56. Landing Page Choices Facebook Assets Website @justinkistner @danzarrella #5tools
- 57. Landing Page Choices 50%+ Facebook Assets ROI & Satisfaction Website @justinkistner @danzarrella #5tools
- 58. Facebook is a destination site @justinkistner @danzarrella #5tools
- 59. Engagement Apps @justinkistner @danzarrella #5tools
- 60. Commerce Apps @justinkistner @danzarrella #5tools
- 61. Social Commerce • Analysts project $30 billion in Facebook store commerce by 2015, from $0 last year @justinkistner @danzarrella #5tools
- 62. 2-4% Conversion Rates FACEBOOK COMMERCE STATS 17% Social Engagement Rate 2:50 Avg. Time per Visit (50% growth Q1 20 @justinkistner @danzarrella #5tools
- 65. Extended Permissions @justinkistner @danzarrella #5tools
- 66. Busy Tabs Make Bad Landing Pages Ads 2000 px Newsfeed 10 apps Posts too busy • Using a single tab is like linking all Google Ads to your home page • Need targeted landing apps @justinkistner @danzarrella #5tools
- 68. Earned Media Display Ad Example Vs. @justinkistner @danzarrella #5tools
- 69. Lead Value @justinkistner @danzarrella #5tools
- 70. Direct Coupon Redemption Attribution can be tracked through the redemption of coupons that are exclusive to Facebook pages. @justinkistner @danzarrella #5tools
- 71. Geographic Split Testing @justinkistner @danzarrella #5tools
- 72. Facebook Insights @justinkistner @danzarrella #5tools
- 73. Page & Graph Data @justinkistner @danzarrella #5tools
- 74. App measurement @justinkistner @danzarrella #5tools
- 75. Questions? @justinkistner @danzarrella @justinkistner @danzarrella #5tools