Is Facebook an effective marketing platform and why are so many brands using Facebook ? Here is some charts and answers on how to use Facebook as a great marketing platform

1. Facebook
as
Marke,ng
Pla1orm
Facebook
as
Marke,ng
Pla1orm
Richard
Meyer
Director
Online
Strategic
Solu,ons

2. Social
Networking
has
reached
cri,cal
mass
• eMarketer
es,mates
that
57.5%
of
all
US
Internet
users,
or
127
million
Facebook
as
Marke,ng
Pla1orm
people,
will
use
a
social
network
at
least
once
a
month
in
2010.
By
2014,
nearly
two-­‐thirds
of
Internet
users
will
be
on
board.

3. The
primary
reason
people
friend
brands
on
social
media
Facebook
as
Marke,ng
Pla1orm

4. Social
media
compliments
exis,ng
marke,ng
programs
Facebook
as
Marke,ng
Pla1orm

5. Facebook
at
a
glance
Facebook
as
Marke,ng
Pla1orm
• There
are
over
400
million
members
-­‐-­‐
100
million
of
which
live
in
North
America
• 50%
of
ac,ve
members
log
in
at
least
once
per
day
• The
average
member
has
130
friends.

6. U.S.
Facebook
Users
by
Age
Facebook
as
Marke,ng
Pla1orm

7. Facebook User Profile
Average Income (Age 18+): 61K
Average# of connections: 122
Facebook
as
Marke,ng
Pla1orm
*
Website Loyalty
% of Facebook Users said
Age
Facebook is their favorite SNS site 75%
% of Facebook say that they can do
without Facebook 29%
Usage Change
% of Facebook Users said their usage of
the site has increased in the past 6
months 59%
% of Facebook Users said their usage of
the site has decreased in the past 6
months 7%
/*
Significantly
higher
than
average
(95%
Confidence
Level)
7

8. Facebook
as
Marke,ng
Pla1orm
Facebook
Demographics

9. Online
users
spend
a
lot
of
,me
on
Facebook
Facebook
as
Marke,ng
Pla1orm
The
Nielsen
Company
reported
in
June
that,
on
average,
the
global
consumer
spends
about
1
in
every
4.5
minutes
online
on
blogs
or
social
networking
sites.
According
to
a
report
by
market
researcher
Morpace,
among
US
Facebook
users
,me
on
Facebook
rises
to
1
in
3
minutes
spent
online

10. Facebook
as
Marke,ng
Pla1orm

11. Twi[er
has
a
slight
advantage
over
Facebook
in
conversion
Facebook
as
Marke,ng
Pla1orm

12. While
Facebook
is
hot,
there
are
issues
with
privacy
• Respondents
to
the
polling
(fielded
online
in
March
Facebook
as
Marke,ng
Pla1orm
2010)
were
asked
how
trustworthy
they
think
online
social
networks
are.
• Few
of
the
U.S.
respondents
said
they
regard
such
networks
as
"completely
trustworthy"
(5
percent)
or
"very
trustworthy"
(11
percent).
• Thirty-­‐five
percent
rated
them
"fairly
trustworthy."
Nearly
half
said
they're
"not
very"
(32
percent)
or
"not
at
all"
(17
percent)
trustworthy.
• Privacy
is
clearly
an
underlying
concern
behind
such
broad
distrust.
• Sixty-­‐three
percent
agreed
with
the
statement,
"I
am
very
concerned
about
my
privacy
on
online
social
networks."
Fi`y-­‐five
percent
agreed
that
they
"worry
that
online
social
networks
are
selling
my
personal
informa,on
to
adver,sers."
Vision
Cri)cal
survey

13. Cri,cal
Steps
to
Marke,ng
on
Facebook
• Strategy
Facebook
as
Marke,ng
Pla1orm
– Before
you
start
building
there
are
a
few
things
to
think
about.
For
instance,
who
do
you
want
to
talk
to?
What
do
you
want
to
talk
to
them
about?
What
you
want
them
to
do?
Figuring
these
ques,ons
out
up
front
will
help
insure
a
successful
step
two.
• Presence
– With
most
companies,
crea,ng
a
solid
presence
requires
crea,ng
one
or
more
fan
pages
with
several
tabs.
This
is
the
"gecng
the
house
in
order"
step.
Presence
can
be
a
difficult
step,
as
it
requires
pa,ence
while
you
build
your
following.
• Ac,va,on
– A
brand
can
have
all
the
fans
on
Facebook,
but
what's
the
value
of
a
fan
just
sicng
there?
Ac,va,on
is
the
"what
do
you
want
them
to
do"
por,on
of
building
a
fan
page.
Real
value
is
when
a
fan
is
doing
something
for
you
outside
of
being
just
another
follower.
• Community
– This
is
more
of
an
outcome
than
a
stage,
but
if
you
have
the
right
presence
and
you've
done
your
ac,va,on,
community
should
allow
you
to
tap
your
Facebook
presence
to
amplify
or
build
on
current
campaigns,
in-­‐store
promo,ons
and
other
marke,ng
ac,vi,es.

14. Elements
of
a
great
Facebook
brand
page
• Network
with
other
pla1orms
-­‐
Connec,ng
mul,ple
social
pla1orms
and
Facebook
as
Marke,ng
Pla1orm
a
hub
from
the
brand
website,
can
help
funnel
consumers
throughout
the
network.
• Create
a
resource
-­‐
Offering
a
resource
page
allows
a
brand
to
target
a
new
demographic,
outside
of
those
that
already
know
and
love
the
business.
• Create
and
invite
par,cipa,on
-­‐
Offering
something
to
consumers
to
join
can
help
build
a
large
community.
Some
examples
of
things
to
offer:
Coupons,
free
shipping,
weekly
deals,
video
uploads,
design
our
new
product.
• Ensure
your
demographic
is
using
Facebook
-­‐
Some
brands
cannot
expect
huge
followings
on
Facebook.
Brands
or
product
lines
targe,ng
the
demographic
most
prominent
on
Facebook
tend
to
see
the
quickest
growth.

15. Community
Pages
on
Facebook
What
marketers
need
to
know
• Community
Pages
are
a
new
type
of
Facebook
Page
dedicated
to
a
topic
Facebook
as
Marke,ng
Pla1orm
or
experience
that
is
owned
collec,vely
by
the
community
connected
to
it.
– Just
like
official
Pages
for
businesses,
organiza,ons
and
public
figures,
Community
Pages
let
you
connect
with
others
who
share
similar
interests
and
experiences
• Facebook’s
Community
Pages
are
an
ini,a,ve
from
Facebook
to
create
“the
best
collec,on
of
shared
knowledge”
on
a
wide
variety
topics.

16. Managing
Risk
for
Community
Pages
• Keep
a
close
eye
on
your
Wikipedia
page
–
your
company’s
informa,on
is
Facebook
as
Marke,ng
Pla1orm
pulled
from
there,
so
brand-­‐jacking
efforts
may
shi`
there
even
more
if
Community
Pages
take
off.
• Enter
your
company’s
official
website
if
it
isn’t
already
included
on
the
page.
• Pay
even
closer
a[en,on
to
monitoring
other
social
sites.
Facebook
s,ll
offers
no
effec,ve
way
to
monitor
your
brand;
however
as
more
and
more
Facebook
content
is
made
available
on
the
wider
web,
you
may
see
more
spill-­‐over
if
an
issue
does
bubble
up,
and
these
pages
make
it
more
important
than
ever
to
catch
those
issues
when
they
do.
• Prepare
in
advance
for
how
you’ll
react
if
a
crisis
does
emerge.
How
will
you
decide
whether
to
respond?
Where
will
you
respond?
How?
Who
will
do
it?
Source:
Dave
Fleet

17. Dunkin
Donuts
on
Facebook
Commitment
to
engagement
• 1.4
million
fans.
Facebook
as
Marke,ng
Pla1orm
• The
company
has
a
"fan
of
the
week"
-­‐-­‐
a
fan
is
highlighted
in
the
page's
profile
picture.
• In
addi,on,
fans
celebrate
promo,ons
that
are
going
on
in
the
different
page
tabs
where
they
can
dunk
themselves
in
chocolate,
design
their
own
donut
(leading
to
hundreds
of
thousands
of
likes
and
comments
by
fans)
and
even
upload
photos
taken
in
stores
or
with
Dunkin'
Donuts
Commitment
to
a
deeper
engagement
with
their
customers
leads
to
products.
things
like
evangelism,
insights
into
new
product
ideas
and
a
greater
sense
of
loyalty
from
the
par)cipa)ng
customers

18. Southwest
A
clear
objec,ve
and
focus
•
Leveraging
the
success
of
its
"Bags
Fly
Free"
ad
campaign,
Southwest
decided
to
Facebook
as
Marke,ng
Pla1orm
con,nue
the
momentum
into
its
Facebook
presence.
• Clear
focus
on
what
it
wanted
to
do
-­‐-­‐
i.e.,
collect
email
addresses
while
increasing
the
number
of
fans
on
its
page,
it
created
a
custom
applica,on
on
Facebook
called
"Fans
Fly
Free.
• Fueling
the
Momentum
of
Your
Facebook
Fan
Page
focus
of
the
promo,on
was
to
give
away
100
pairs
of
airline
,ckets
to
anywhere
Southwest
flies.
• Within
three
weeks,
Southwest
grew
its
fan
base
from
150,000
to
750,000
-­‐-­‐
but
more
importantly,
half
of
the
contest
par,cipants
opted
in
to
receive
its
newsle[er.

19. The
best
way
to
drive
interac,ons
on
Facebook
page?
Think
Content
&
Value
Facebook
as
Marke,ng
Pla1orm
• The
most
effec,ve
way
to
drive
interac,ons
on
your
Facebook
page
is
by
crea,ng
fresh
and
unique
content
that
provides
value
to
your
friends
and
followers.
• That
value
has
to
be
valuable
in
terms
of
what
consumers
want
not
what
you
feel
is
valuable.
• Your
followers
can
start
a
discussion
when
they
have
an
interes,ng
topic
to
tackle.
Don’t
blast
your
network
with
self-­‐promo,onal
materials,
but
post
content
valuable
to
the
community.
Rest
assured,
they
will
want
to
share
that
further

20. How
o`en
should
you
be
replying
to
Facebook
followers
?
Stay
in
Touch
Constantly
Facebook
as
Marke,ng
Pla1orm
• Respond
to
fans
and
people
who
“like”
your
company
as
many
,mes
as
possible.
If
they
have
a
ques,on
or
a
request,
spend
the
,me
to
address
these.
Though
this
is
a
very
,me-­‐consuming
ac,vity,
it
helps
you
increase
brand
awareness
and
drive
happy
reviews.
• Ensure
that
you
keep
customer
service
and
marke,ng
brand
managers
abreast
of
what
consumers
are
asking
for
on
your
Facebook
page
and
incorporate
their
ques,ons
into
an
FAQ
sec,on
of
your
Website
or
in
your
marke,ng
collateral
material.

21. Facebook
Adver,sing
What
marketers
need
to
know
• Don’t
go
for
numbers.
Target
less
Facebook
as
Marke,ng
Pla1orm
people
who
are
more
influen,al.
• Don’t
sell
to
people
right
away.
Listen
to
what
they
have
to
say
and
learn
their
wants
and
needs.
• Ensure
you
have
measurable
objec,ves
and
budgets.
• Thing
strategically
but
react
tac,cally.
• Use
mul,variate
tes,ng
to
compare
Facebook
pages
to
your
website
pages.

22. Can
Facebook
ads
be
used
in
a
campaign?
Target
Specific
Audiences
Facebook
as
Marke,ng
Pla1orm
• Similar
to
Google
ads,
Facebook
ads
can
complement
your
already
exis,ng
marke,ng
efforts.
You
can
reach
your
precise
audience—female
or
male,
married
or
single,
professional
or
s,ll
in
school...
Sync
it
up
with
an
event
that
you
are
promo,ng,
or
target
a
specific
loca,on.
• Facebook
ads
are
not
very
expensive
and
you
can
easily
experiment
with
them!

23. Drive
them
to
Facebook
page
or
our
website
?
Create
Landing
Pages
Facebook
as
Marke,ng
Pla1orm
• No
ma[er
where
your
prospects
arrive,
they
should
be
greeted
by
a
clear
and
direct
call-­‐to-­‐ac,on.
They
might
be
at
different
stages
of
their
familiarity
with
your
product/service
and
you
need
to
test
diverse
landing
pages.
• Think
of
it
as
a
long-­‐term
nurturing
campaign
rather
than
a
quick
slice-­‐
and-­‐dice
scheme.

24. So,
what
is
the
value
of
a
Facebook
fan
anyway
?
• The
smart
marketer
will
approach
the
ques,on
of
value
as
if
the
answer
is
Facebook
as
Marke,ng
Pla1orm
zero
-­‐-­‐
there
is
no
intrinsic
value
to
a
Facebook
fan.
• Think
of
it
this
way:
What's
the
value
of
an
email
subscriber
if
the
company
never
uses
the
database
for
anything?
• A
Facebook
fan
has
one
primary
value
in
the
absence
of
ac,va,on
by
brands,
and
that
is
for
risk
mi,ga,on,
but
even
that
value
is
made
greater
when
brands
foster
stronger
rela,onships
with
engaged
fans.

25. What
else
should
I
know
?
• Rumors
persist
that
Google
may
launch
a
Facebook
type
site
called
Facebook
as
Marke,ng
Pla1orm
“Google
Me”.
However
Facebook
has
such
a
huge
following
right
now
that
it
is
debatable
as
to
whether
any
other
social
network
can
ever
catch
up
to
Facebook.
• There
is
a
clear
difference
between
how
people
use
social
networks.
For
example,
more
people
use
Twi[er
for
news
than
Facebook.
• There
seems
to
be
more
growth
in
Facebook
from
older
demographics
while
young
people
are
leaving
the
site
because
it
has
become
somewhat
“uncool”.
• Do
not
hire
interns
to
conduct
your
social
media
strategy.
They
are
the
voice
of
your
brand
and
the
job
is
just
too
important
for
an
intern.
• Expect
to
fail
but
if
you
don’t
try
you
won’t
learn.

26. About
me
Richard
Meyer
• My
resume
h[p://www.richardameyer.com
Facebook
as
Marke,ng
Pla1orm
• My
marke,ng
BLOG
h[p://www.richsblog.com
• MY
DTC
BLOG
h[p://www.worldofdtcmarke,ng.com
h[p://www.twi[er.com/richmeyer
h[p://www.facebook.com/richardameyer
h[p://www.linkedin.com/in/richardameyer