Marketing in the Facebook Era
How hypertargeting, broadcast referrals, and new methods of measurement are yielding higher response rates and lift “Clara’s book recognizes that we’ve come to a place where people can represent their real Clara Shih (@clarashih) identity—and use the social filters on the Web to connect with the Author of The Facebook Era & world around them.” CEO, Hearsay Labs —Sheryl Sandberg Chief Operating Officer, Facebook

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The trends and numbers

Welcome to the Facebook Era
Over 300M active users 6 billion minutes spent each day 1M developers from 180 countries is email dead?

PUBLISH everybody-to- everybody many-to-many 1-1
1-many CONSUME

Facebook’s growth is staggering 300
mm 250 200 150 100 Sept 06 Sept 07 Sept 08 Sept 09

Winning mainstream audience appeal Source:
Nielsen Online Global Index, Dec 2008

CMOs are shifting dollars to
social media CMO Council – March 2009 “ Digital marketing and new media dominates demand generation and advertising spend allocation priorities for the coming year, with budgets aimed at online and Web 2.0 initiatives almost 50% higher than spend earmarked for traditional media. ”

Four Pillars of Facebook Marketing
Facebook Apps Facebook Pages Facebook Ads Engagement Ads

The new consumer pyschology

(short video)

Why Facebook was different

Facebook as a forum for
online identity Photos and interests Demographic info Employer, school, city Friends Socially acceptable to share

Facebook Connect extends trusted identity
to any website

As a result, user expectations
have changed Due diligence expected Personalized interactions Transitive trust

Facebook and Twitter invented new
modes of communication Casual But emotional Foster weak ties Capture long tail

Transitive trust in marketing: the
power of referrals Word of mouth automated Michael Jones and implicit is a fan of Bonobos Existing customers = your volunteer sales force

eMarketer: Consumers trust their friends

Recalculating Customer Lifetime Value (CLV)
Social CLV = CLV + Level of influence x Size of network

Direct marketing through
hypertargeted ads

What is hypertargeting? Photos and
interests Demographic info Employer, school, city Friends Wealth of information from Facebook profiles

On Facebook, ads are a
form of direct marketing “ Fifty percent of my advertising is wasted, I Define your idea marketing list attributes just don’t know which Minimize “wasted” ads fifty percent” Test and iterate

Tip: Start campaigns with a
broad audience, then hone in on segments You may be surprised who is converting Bid differently for different “lists”

Think global, act local CASE
STUDY Bonobos Pants Company Targeted men ages 25-50 Geo/college-specific Timed with sporting events Pay more for premium audiences

The Facebook “landing page” tab

Try it yourself Limited Time
Offer Receive a free Facebook ad credit with book purchase

New Facebook-Nielsen ‘Brand Lift’ tool
measures ad impact Polls to measure sentiment and purchase intent No personally identifiable information General availability in early 2010 Must be a Nielsen customer

New Facebook ‘Engagement Sampling Ad’
Home page campaigns start at $50K CASE STUDY: Texas Pete hot sauce 5000 samples in 2 days Facebook starting to store mailing addresses Mailing addresses shared with advertisers for sample only, not as for list use after the fact

Tip: Use Facebook’s ad tool
to check your audience size Analogous to the size of your marketing list

All about Facebook Pages

The ultimate opt-in marketing channels
CASE STUDY Dell Outlet moved $2M in inventory over Twitter last year

Tip: Create drip campaigns for
your Facebook Page Campaign calendars provide brand consistency, build trust, and are more easily measured Tip: link your Facebook Page to your Twitter handle

Drive and measure response with
special offers

Tip: Test which days/times yield
highest response rates for your audience

Tip: Target messages to fans
Eg, Social Networking Conference in London More targeting options coming soon

Facebook and CRM

Faceforce: Bringing Facebook into Salesforce
(2007) Developed by Todd Perry and me in summer of 2007 First business app on Facebook platform Faceforce pulls real-time Facebook profile and friend information into Salesforce lead, contact, and account records Cannot permanently store Facebook data Updated version now available in private beta

Thank you twitter clarashih email
clara@hearsaylabs.com fan http://facebook.com/thefacebookera RELEASED APRIL 1, 2009 http://thefacebookera.com

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