Facebook for Business

for businesses

Laura BadeaMarcos CadenaNatalia Giraldo

Pedro Nobre GuedesJorge HurtadoAudrey Mark

Facebook´s social Demographics for

2011 - total number of users has risen to + 750 million.

Demographics

2010

source: http://awesomeinfographics.com/2011/08/facebook-versus-twitter-a-breakdown-of-2010-social-demographics/

DEMOGRAPHICS

Demographics

INTRODUCTION

What can your business do with Facebook

Strategy

BUSINESS VS PERSONAL

Fan Page vs Profile Page

BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING

Premium & Marketplace Ads

Sponsored Stories

MEASURE

Insights

What can your business do with Facebook?•CreateaFanPage.

•Communicatewithfansbypostingstatusupdates,pictures,articles,links,pollsandvideos.

•Growyourfanbase,leveragingyourfans’connections.

•Customizethelookandfeelofthefanpagetomatchyourbrandimage.

•Getinsightsonwhatyourfansaredoing;howaretheyreactingtoyourposts.

•Promoteyourfanpageonyourwebsitethroughsocialplugins.

•Letfansshareyourcontentwiththeirsocialgraph.

•BuildastoreinsideyourFanPage,lettingfansmakeapurchasewithacreditcardorFacebookcredits.

DEMOGRAPHICS

Demographics

INTRODUCTION

What can your business do with Facebook?

Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Introduction

Facebook Marketing Strategy

Introduction

DEMOGRAPHICS

Demographics

INTRODUCTION

What can your business do with Facebook?

Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Business (Fan) Page vs Personal (Profile) Page

Fan Page Profile

MultipleAccounts X

Friends/FansSizeLimit X

AgeRestrictions X

GeographicRestrictions X

LanguageRestrictions X

CanSendEmails X

PrivacyControl X

Events X X

Suggestions X X

Friends/FanscanpostonWall X X

CanControlwhopostsontheWall X X

CreateAds X X

TargetedAds X X

“FriendEndorsed”Ads X

UpdateNewsfeed X X

CustomLandingPage X X

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Strategy - Build & Engage

Building Community - increase number of Fans

How:Sharerelevantandqualitycontent

•Frequency-Keeping content fresh without overwhelming community with information

•Content-Opportunity to share news, company philosophy, tips, tools and other resources

•Image-create a sense of community, make fans feel comfortable to share information and feedback

•MixedMedia-present content through different media e.g. articles, photos and video

•ImportContent-From company website/blog or third-party resources

•Promoteparticipation/comments

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Strategy - Build & Engage

Specialized Landing Page•Helps strengthen Brand presence in Facebook —design is critical,

fans are hard critics and competition for their attention is fierce•Impresses new visitors — visitors are nice, but fans are future

customers, and friends of friends of future customers

•A call for action — Likes, sales and content generation

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Commerce (F-Commerce) E-commerce that is executed on or influenced by the Facebook platform

Strategy - Drive Action

•Average user is connected to 130 friends and 80 interest groups•Average user makes his/her preferences public posting 90 content items per month•Facebook users spend 700 billion minutes/month in this word-of-mouth environment

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Stores (F-store) Allows consumers to browse products, check availability and purchase items without ever leaving Feacebook


ASOS was Europe’s first fully integrated F-store allowing consumers to browse available items and complete purchases directly on the Facebook platform

Delta Airlines launched DeltaTicketCounter, allowing consumers to book and pay for flights inside Facebook.

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Credits Originally developed to be used to acquire virtual goods for games and in-app virtual goods.

•Offer brand integration in social gaming

•Allow payment for other services on brand pages


Buy a cup of McDonald´s McCafe and your farmer moves with twice the speed

You can buy Virtual Money (Facebook Credits) in Walmart and Bestbuy

Planting Blueberries for Cascadian Farms

Planting Seeds for Haiti - raised $1.5M in 17 days

Warner Bros streams movies on their Facebook page for 30 credits ($3)

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Social Plugins Allows to access friends´ Likes, comments and shared sites across the web

Strategy - Add Scale

Mechanisms for Social Influence

•Drive User Engagement

•Authenticate your Applications with facebook login

•Track with Analytics like other KPIs

•Provided by Facebook - quick and seamless integration

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights


•TripAdvisor.com helps a user pick a destination based on their friends´ recommendations, making travel planning a social event.

•On April 2010, Levi´s launched a service that allows shoppers to browse friends´ “likes” by product category

Facebook Social Plugins -Facebook-enabledwebsitesTraditional websites and e-commerce sites use Facebook integration on their content and products. This allows users to share products and information between their friends.

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights


Facebook Connect -3rdPartyLogin/AuthenticationIntegrates a website´s registration with a user´s Facebook account. This simplifies the traditional site registration system.

•This graph shows the most popular online IDs users use to sign in around the web

source: http://info.gigya.com/Identity.html

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Online/Offline integrationIntegrating Facebook in Brick-and-mortar retailers and events making the physical turn virtual


Macy´sMagicFittingRooma Facebook-connected virtual fitting room that allows customers to share outfits they try out

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook MobileOver 20 million Facebook users access the platform through their mobile devices.


FacebookuserscanbecomeafanofabrandpagebysimplysendinganSMS.

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



EBUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Premium/Marketplace AdsLocated on Home Page and Profile Page — most valuable in terms of engagement, time spent and quality.

Strategy - Advertising

Premium Key Features:

•demographic targeting

•highest share of voice on the page

•guaranteed delivery present on the most highly trafficked pages on Facebook

•6 possible Premium Ad types

Marketplace Features:

Same format as Premium Ads but:

•does not appear in top locations Home Page and Profile Page

•no minimum value spent

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Premium/Marketplace AdsTypes of Premium Ads:

•“Like” Ad - allows facebook users to see how many friends have “liked” the brand, driving user engagement.

•Poll Ad - Allows brands to ask questions and offers immediate results, encourages interaction with users.

•Event Ad - Invite people to RSVP a sponsored event, spreading the word through Friends who are attending.

•Sampling Ads - When a user click on this ad, he can choose the product and confirm shipping information. Gets products to the hands of prospective customers.

•Video Comment Ad - Allows to show brand video and receive immediate feedback form users. Video plays in center of the window with a darkened background.


DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Sponsored StoriesConverts News Feed stories into ads, amplifying number of viewers of initial story


How it works:

1. A user interacts with company´s brand page, application or website.

2. A story is generated on the News Feed of friends of fans of the brand page. Due to the dynamic nature of the News Feed, the story may or may not be seen by the friends.

3. Sponsored Stories will increase visibility by showing these stories in the right column of the Facebook page.

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Sponsored StoriesTypes of Sponsored Stories:

•Page Like - A user likes a page directory or website. It is seen by friends of the fan who clicked the like button.

•Page Post - When a post is published on the facebook brand page for the fans. It is seen by all page fans.

•Page Post Like - A Fan like a page post written in the last 7 days. Friends of the page Fans who liked the post can see it.

•App Used and Game Played - Someone uses an App or plays a game at least 2 times or for at least 10 minutes in the last month. Friends can see the story.

•App Shared - When a story is shared from an App. Accessed by friends of the user who shared the story.

•Domain - Sharing, liking or pasting a link in the status update of a specific piece of a website in the last 7 days. Seen by friends of the person who shared the piece.


DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Facebook Insights - measure reach, engagement & actionProvides metrics and analytics concerning user trends, growth, demographics, and quantified consumption and creation of content

Track KPIsReach• Likes• Recommendations• ClicksSharingBehavior• Number of Influencers and sharing ConversionandMonetization• Fans• Subscriptions• Downloads• Sales• Action Rate (action/impressions)

Measure Results

DEMOGRAPHICS

Demographics

INTRODUCTION


Strategy



BUILD & ENGAGE

Building Community

Landing Page

DRIVE ACTION

F-Commerce

F-Stores

Credits

ADD SCALE

Social Plugins

F-Connect

Online / Offline

Mobile

ADVERTISING


Sponsored Stories

MEASURE

Insights

Sources:

•www.facebook.com•Facebook Ads & Sponsored Stories (document)•Sponsored Stories for Premium and Marketplace (document)•http://www.slideshare.net/Jarrahbear/leveraging-facebook-in-social-media-marketing-8052258•http://www.smartinsights.com/digital-marketing-strategy-alerts/facebook-marketing-strategy-

advice-a-new-guide-from-facebook/attachment/facebook-strategy-a/•http://www.clickz.com/clickz/column/2056609/-commerce-arrival-facebook-consumer•http://mashable.com/guidebook/facebook/•http://mashable.com/2011/07/14/facebook-commerce-guide/

Facebook for Business

Technology

Transcript of Facebook for Business