Facebook "Pages" represents an inexpensive way for organizations and brands to establish a social networking presence. Pages can be used to create brand awareness, generate leads, introduce a product/campaign, improve reputation, collect data/content, keep an ongoing dialogue with customers

1. 1. Leveraging Facebook
2. Demographics
3. Facebook Channels
4. Facebook Pages
5. Example of a Page
6. Creating Page “Fans”
7. Marketing Your Page
8. Tactical Considerations
Facebook Pages 9. Executive Team
101
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2. Facebook Pages represents an
inexpensive way for organizations
and brands to:
Leveraging Facebook
• Create brand awareness
• Generate leads
• Introduce a product/campaign
• Improve reputation
• Collect data/content
• Keep an ongoing dialogue with
customers
What’s your Facebook Strategy? Organizations from the Humane Society to
Dunkin’ Donuts have Facebook Pages
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3. • Who’s on Facebook?
Over 90 Million active users
–
– Approximately 1 million new users a
week
250,000+ new users a day
–
Demographics
5th most visited site
–
– 57% of U.S. Facebook users are out
of college
– Over 50% return daily and spend
20+ minutes
Source: Facebook
– 85 percent of US consumers believe
companies should interact with
them via social media
Source: “Business in Social Media” 2008 Cone.
Facebook demographics. Source Quantcast
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4. • Marketing Channels on Facebook
– Facebook offers multiple ways for you to get exposure and
connect with users. For marketers, the following are most
impactful (take a deep breath):
Facebook Channels
 Pages (Provide brands and corporations a social presence)*
 Applications (Custom functionality that can be added to a company Page or personal
Profile Pages)
 News Feed (Most valuable real-estate on Facebook - primarily furnished with stories
about how friends engage with your Pages or Applications)
Profile page (Intended for individuals)

Groups (Facebooks’s version of a discussion forum)

Events (Announce events, collect RSVPs)

Ads/Social Ads (Text based with a small image – highly integrated into the Facebook

interface – targeting based on users’ Facebook profiles)
 Display ads (Low performance traditional banners)
 Facebook Platform/Connect (Share Facebook login and social stories with your
websites outside of Facebook)
* In this presentation, we’ll focus on Pages
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5. Facebook Pages in a Nutshell
– It’s the easiest way to establish a presence within Facebook
– You may run promotions, polls and send updates to your Fans
Facebook Pages
– Can be extended with custom applications (your own or 3rd
party) for deeper, branded experiences and marketing programs
– User action will push a story to their friends’ News Feed,
potentially generating thousands of free viral ads
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6. Example of a Facebook Page
Upload Videos
Develop a Fan Base
Example Page
Utilize HTML/
FBML
Design Feature
Applications
Upload Photos
Message Wall for
Users
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7. Users who Fan* Facebook pages
1 – Supporters
 Large majority (more than 80%). Becomes a fan as a social media statement –
Creating Page Fans
they want their friends to know that they like/support/endorse the page and/or
the product/cause/brand.
2 – Ambassadors
 Small group (less than 10%). These people regularly read and post new
content to the page. Their engagement makes the community vibrant – and
their involvement spreads through the News Feed of their friends – generating
viral growth.
3 –Missionaries
 Tiny group (about 1%). They constantly engage the community with
discussions, original content and engage in advocacy outside of the group.
Without these people the community on the page will lose credibility and wither.
*Yes, it’s a verb
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8. How to drive more traffic to your Page
– Provide users with interactive options that generate News Feed
Stories:
Marketing Your Page
 Contests, polls, discussions are great engagement ‘fodder’
 Allow visitors to upload pictures and video to your page
 Create Events that users can RSVP to within your page
– Post messages in related groups about the existence of your page
– Email the Page URL employees, customers and prospects and ask
them to Fan the page and share the page with their friends
– Buy Facebook “Social Ads”
Example of a News Feed generated as
Vidar became a Fan of Bluefly.com – and
noticed by a Lana in her News Feed. The
News Feed is the central real-estate
found on users’ profile page.
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9. Let Social Intent Manage Your Facebook Initiative
– Is the goal for your target community to have a dialogue with
Tactical Considerations
you or with each other (or both)?
– What kind of user engagement are you seeking? How will you
ignite the dialogue and keep your influencers engaged?
– What features do you enable? Is the built in functionality of the
Page sufficient – or do you need a custom application?
– How are you going to engage/respond to the user activity?
– How do you measure success? How do you improve the Page?
– What is the lifecycle of your effort? When/how does it end - or
should it?
• Social Intent will set everything up, provide custom designs and
applications, monitor and engage the community as well as set up
and manage your paid marketing programs
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10. Vidar Brekke, CEO
– Past positions: Strategic Planner at Ogilvy, VP Marketing at
JPMorgan, VP Marketing Linkstorm, Strategist/Creative Director
Kurani Interactive, co-founder Icemedia USA.
– Past Clients: Coca-Cola, IBM, Vonage, Cisco, General Motors,
Executive Team
American Express, Wal-Mart, E*Trade
Vineel Shah, CTO
– Past positions: Senior Technical Yahoo at HotJobs, Manager of
Software Development at MTV Online, Software Developer/
architect at iVillage, Citibank, ProgrammableWeb.
Strategy - Application Design & Development - Marketing
www.socialintent.com
30 Christopher St. Suite 4C. New York, NY 10014
vidar@socialintent.com
+1 (646) 465-2965
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