This is a talk that I gave at the Austin Ad Federation at the end of 2008.

1. Social Network Marketing
With Facebook
Pages & Applications
An Introduction
presented at
Nikhil Nilakantan
President & CEO
Creating rich brand experiences through New Media Marketing Campaigns...

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3. Facebook Facts
120 million+ active users.
4th most-trafficked website in the world.
Most-trafficked social media site in the world.
More than half of Facebook users are outside of college.
Fastest growing demographic is 25 years old and older.
Facebook.com & Valleywag.com

4. Facebook Has 70 of America’s100
Biggest Advertisers
http://lsvp.wordpress.com/2008/11/11/facebooks-engagement-ads-could-be-the-standard-we-need-for-social-media-advertising/

5. What Companies & Brands Are Trying
To Achieve On Facebook
Product &
Brand
Awareness
Product
Market Announcements
Research & Driving
Trial
Facebook
Traffic
Buzz
Generation
Consumer
Distribution
Engagement
Channel
& Feedback

6. How Companies & Brands Are Creating
Facebook Marketing Campaigns
Sponsored
Applications E-Mails
Pages
Newsfeeds
Friend
Banner Ads
Viral Videos Recommend- Widgets
ations

7. Facebook Pages
Applications
Pages

8. Facebook Pages

9. aerie by American Eagle Outfitters
Community
Videos Participation
From Opportunities
Other
Marketing
Programs

10. Keep Users Engaged
While Providing Product Information
Photos by
New Product
aerie
Announcements
Photos
From
Special Offers
Fans
Fan
Profiles
Link to a
Branded
Facebook
Application

11. Get Consumer Feedback
& Suggestions
Discussion Board
& Community Feedback

12. Keep Consumers Updated Regularly
Regular
Updates
Messages to a User’s Inbox

13. Facebook Applications
Pages Pages
Applications Applications

14. 46,000+ Applications

15. Typical Goals of a Branded
Facebook Application
Building Brand Awareness
CokeTag
56,000
Monthly Actives
Driving Traffic to a Destination Site
Cities I’ve Visited
1.3 Million
Monthly Actives
Creating a New Distribution Channel
Picnik
433,000
Monthly Actives

16. Application Options
Sponsor
Build Buy
Coca-Cola & CokeTag TripAdvisor & Cities I’ve Visited Sony Pictures & Vampires
http://www.flickr.com/photos/jeremiah_owyang/2227709365/

17. Application Examples

18. The Good: Cities I’ve Visited by TripAdvisor
Simple,
Easy to
Understand
Concept
That is of
Interest
to Facebook
Users

19. Clean, Easy to Use Interface
Clear
Logo &
Branding
Throughout
Application Additional
Ways to
Reach the
User
Get
Productive
Right
Away
Tell the App
Where You’ve
Been

20. Features Provide Utility & Traffic
to External Sites

21. Involve Friends and Compare Travels
Use Your Network
to Get Advice
on Places of Interest
See Where Your
Friends Have Been

22. Test Personal Knowledge
& Challenge Friends
Takes
Advantage of
Additional
Marketing
Opportunities

23. Acquire Additional Users
Integrates
TripAdvisor
With
Cities I’ve Visited
Functionality

24. Leveraging the Viral Loop
Newsfeed
&
Mini-Feed
Message
Integration
Attracts
New Users

25. The Not So Good:
Travel Bag by American Airlines
Fairly,
Simple to
Understand
Concept
That is of
Interest
to Facebook
Users
BUT
Nothing
Unique That
Differentiates
From
Competitions

26. Utility is Not Immediately Obvious
Boring
Opening
Page
With No
Information
Does Not of Interest
Take
Advantage
of Existing
Data and
Forces
User to Enter
Information
First

27. Complicated & Time Consuming
Requires
a Lot of
Information
for Each Entry

28. Complicated & Time Consuming
A User
Has to do
Too Much
Work for
Features
That are
Not Very
Engaging

29. Not Enough User Data
& No External Integration or Traffic
Generation
A Search for
“Egypt” Brings
Up One
Result

30. Application Best Practices
• Don’t Look at An App as a “One-Off” Effort.
(i.e. make sure that the concept is in line with your overall brand strategy)
• Make Sure the Concept is Engaging to the User
• Balance User Value With Brand Goals
(i.e. don’t forget about the brand while you’re building the app and vice-versa)
• Carefully Decide Between the - Build, Buy or Sponsor Options
• Create a Simple and Easy User Interface That Everyone Can Understand
• Provide Incentive to Maximize User Engagement & Viral Spread
(i.e. keep the user coming back AND entice them to spread the word)

31. Application Best Practices (continued)
• Look for Cross Marketing and Cross Promotion Opportunities.
• Take Full Advantage of the Advanced Features in Facebook’s Development Platform
(i.e. make sure your developers stay up to date with new features Facebook
provides)
• Be Willing to Experiment and Be Ready For Fast Iterations and Change
(i.e. be prepared to learn from what your users are telling you)
• Create a Roadmap & Plan for Future Development - Time and Money
(i.e. users get bored easily - new features keep their interest level high)

32. “In a recession, social applications with measurable
results will pay off.”
Strategies For Interactive Marketing In A Recession by Forrester Research
Forrester Research
Well-designed social applications are eective.
• Leverage voice of customer for increased word-of-mouth.
They’re cheap.
• Much cheaper than traditional media spend such as TV.
They motivate consumers in the middle of the funnel.
• Helps people in the consideration phase when they’re on the fence about purchasing.

33. QA
?

34. Contact Info
Nikhil Nilakantan
President CEO
email: nikhil [AT] socialspan [DOT] com
web: www.socialspan.com
The Social Span Media logo is a registered trademark of Social Span Media LLC
Any trademarks mentioned in this presentation are owned by their respective
companies.