I love my work:)

1. Marketing Going Social

2. Something you may not know about
Facebook…

3. Statistics of Facebook
• More than 300 million users-5%of world population
• Fastest-growing demographic are people 35 years old
and older
• Average user has 130 friends
• More than 6 billion minutes are spent on Facebook
daily
• More than 40 million status updates each day

4. More..
• More than 2 billion photos are uploaded each month
• More than 14 million videos uploaded each month
• More than 45 million active user groups exist on the site
• More than 3 million events created each month
• 70 percent of Facebook users are outside of the United
States
• 65 million users access Facebook through mobile devices
and are 50 percent more active than people who access
Facebook through non-mobile devices

5. Marketers on Facebook
• Check out
http://www.facebook.com/marketing
• There are millions of Fan Pages conducted
by small to large firms
• Each page average have 100fans.
• Distribution-Average user has 130 friends
• More than 250 applications have more
than one million monthly active users

6. What do local Marketers think about
Facebook
• 90% of them consider social media is a
quick way of communication
• 75% of them consider it’s free and
affordable
• 68% of them consider it’s effective for a
positive word-of-mouth strategy
• 46% of them include social media as one
of the marketing strategies
• 21% of them list social media marketing in
their promotional budget
(source from:
http://www.hkdailynews.com.hk/index.php on Sep25,2009)

7. Are you on the marketer list?
• Small-medium business for marketing
• Branding experts or PR firms
• Campaign practitioners
• Customer relationship managers
• Event promotion practitioners
• Political figures or celebrities
• NGO or interest groups
• E-commerce owner
• Leading international business head
• Service and support providers

8. For your business, Facebook is…

9. A functional and conversational
Marketing TOOL

10. social component for marketing
• Fan Page with multimedia Start Up
Social
Express
content
• Fans comments ， polls engage
Social
Interaction
and event participating
• Social game ， promotion Virus spread
Social
Competition
& other competitions
Social User Satisfaction Social Marketing
milestone milestone

11. Facebook Marketing tools
• Use Publisher to keep your users updated on new content.
• Write Notes (even on-the-go) and share them with your audience.
• Post Photos and Videos of your events.
• Add Applications that enhance your Page experience.
• Create Discussion Boards to solicit user feedback and generate
brainstorms.
• Create Groups to help your fans with similar interests connect with
one another
• Set up Events and have your fans RSVP
• Import your blog and help it spread on Facebook
• Check out Facebook Platform to see how you can customize your
presence on Facebook.

12. News Feed
• Critical communication channel
• 1000’s of potential stories are considered
• Based on proprietary algorithm, plus
– Both people need to have app installed
– Individual user privacy settings affect feed
• News Feed Optimization is key - see further
reading

13. Profile Page
Pulldown
Mini-feed
Profile
action
links
Profile
Box

14. Mini-feed
• Leverage images
• Show off your
content
• Communicate value
• Add call to action
• Show popularity

15. Use the Profile Picture Link
• Link to key action
• Make every word
count
• Don’t assume I have
ever heard of your
app
• Be clear

16. Advertise on the Profile Box

17. 3 Keys to Successful Invitations
1. Intelligently work the 10 / day limit
2. Discourage accidental spam
3. Provide a great reason to accept

18. Great Invitation Design

19. Why should I accept?
“Top friend? I’m popular!”

20. Inviting with Content

21. Need to Install to See it

22. Share Buttons

23. Sharing goes to the In-Box

24. Share vs Invite
Share Pros Invite Pros
-Stands out -Encourages people to add app
-Does not require install
Invite Cons
Share Cons -Spammy?
-Does not encourage user to -No preview
add app -Alert is not as visible
-No stories -Can be marked as spam

25. Application Directory
• FB says directory will be improved
• Focus on fundamentals
– Packaging: Key Art, Copy
– Positioning & Differentiation
• Strong voice & personality

26. Cross Promotion

27. Deep Integration
• 5 Slide Apps Promoted on Top Friends
• Top friends is a platform in itself

28. Additional Integration Points
Wall Application pull-
attachments down
• More added all the time…
• Use them all to make your app more viral

29. Agenda
• What are the demographics of Facebook
users?
• What are some best practices for brand
marketing on Facebook?

30. Microsoft handles IAB standard ad
sales

31. Targeting beyond demos

32. Face book's News Feed Ads insert
targeted messages 4-26% CTR News
sponsored
for
Feed stories

33. Facebook Flyers give self-service
control

35. Heard by many in social marketing

36. social component for marketing
• Fan Page with multimedia
Start Up
Social content
Express
• Fans interactions： comments ， engage
Social polls and event participating
Interaction
• Social game and applications， Virus spread
Social promotion & other competitions
Competition
Social User Satisfaction Social Marketing
milestone milestone

37. Page Leaders

38. Michael Jackson Fan Page
http://www.facebook.com/michaeljackson

39. Michael Fans interaction
Secret to Success
Fans-driven and oriented
sharing
Memorial

40. Michael social promotions
Secret to Success
Direct E-sale to the fans
Focus on the global scale

41. Skittles Fan Page
http://www.facebook.com/skittles

42. Skittles Fans interaction
Secret to Success
Communicative
listening
Fun and attractive

43. Skittles social game
Secret to Success
Cool product image
Impressive music related
to product
Virus spread by post
Fun and entertaining

44. Louis Vuitton Fan Page
www.facebook.com/louisvuitton

45. Louis Vuitton Fans interaction
Secret to Success
Artistic and attractive
Positive comment
awarded
Celebrities and updated

46. Louis Vuitton social promotions
Tips for promotions
Based on Video promotions
More interactive promotions
could be used in the future
Depends on internet Speed

47. Local leaders
Ocean Park Harbor city Yakult
31562 15440 8916
fans fans fans

48. Ocean Park
http://www.facebook.com/pages/xiang-gang-hai-yang-gong-
yuan-Ocean-Park-Hong-Kong/75415661389?ref=nf
Secret to Success
attractive content
Sharing experience
Positive reviews

49. Harbour city
http://www.facebook.com/HarbourCity
Secret to Success
attractive content
Sale oriented
Smooth
communications

50. Yakult
http://www.facebook.com/pages/52f74fbd/167292876879
Secret to Success
Expanded from TV
ads
Creative and fun

51. Yakult
http://www.facebook.com/pages/52f74fbd/167292876879
Tips
More functions could
be explored
Regular monitor
could be applied

52. Social Gaming Heroes

53. Latest Ranking

54. Farmville
Long-lasting
fever on social
game Market
Competitions oriented
Virus and branding strategy
implanted

55. Cafeworld
Gathered
10million users in
a week
Virus campaign
Competitions among
neighborhood

56. Happy aquarium
Figures
Top gainer
among new
social games
Virus campaign
More virtual goods sale

57. Social Gaming going Virus

58. FB viral channel (invitation)
Invitation used to be the most effective viral channel (circa mid 2008),
but it become less apparent and useful. However, invitation should be
compelling and social. Instead of ask friends to join a new app, give
them compelling reasons: to compete, to collaborate, to show off, etc!

59. FB viral channel (notification)
Even though feeds are more apparent, but notification are more
persistent. It’s an effective communication protocol for app to users
(promotion + update) and users to users (social action)

60. FB viral channel (news feed)
News feed is what users pay most attention to on Facebook. They are
the most apparent, and as of late the most effective viral channel. Use
attention grabbing graphics, and include relevant social message!