Tài liệu Big Brands & Facebook ppt

Big Brands & Facebook: Demographics, Case Studies & Best Practices... Facebook marketing requires communicating, not advertising... • What are the demographics of Facebook users?. • Wha

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Big Brands & Facebook:

Demographics, Case Studies & Best Practices

Facebook marketing requires communicating,

not advertising

• What are the demographics of Facebook users?

• What are some best practices for brand marketing

on Facebook?

http://digiworldhanoi.vn

Facebook’s demographics

• 60 million active users projected by end of 2007

» Currently at 44 million active users

» Half of current users return daily

• Facebook also projects that 75% of worldwide users

will be outside of college

Source: Facebook

A drill down of Facebook’s US demographics

» 12% are full time students

• 12% have children under 16

Source: Nielsen//NetRatings

Facebook’s international age distribution

Source: Facebook internal data, September 2007

Facebook users have “aged” over the past year

Facebook demographics best practices

• Anticipate that the demographics will change rapidly

over the next 12-18 months

• Adjust your marketing plans and plan for flexibility

• Beware of relying on what worked yesterday,

especially with fickle college students and newbie 35+ users

• What are the demographics of Facebook users?

• What are some best practices for brand

marketing on Facebook?

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Microsoft handles IAB standard ad sales

Targeting beyond demos

Facebook’s News Feed Ads insert targeted

messages

4-26% CTR for sponsored News Feed stories

Facebook Flyers give self-service control

Facebook marketing requires communicating,

not advertising

Sponsored Groups

• Group page with customized navigation, look & feel

• Usually includes a significant media buy to drive

traffic to the sponsored group page

» Display ads and flyers

Jeep treats social networks like another channel

Misses a chance to create a unique community

Victoria’s Secret also looks like an ad…

But the community is highly engaged

Crest White Strips case study

Targeted 20 colleges

Offered free concerts and movie screenings

Live chat facilitate interactions

Measured sales impact at nearby stores

Ernst & Young engages in a conversation to recruit college students

Sponsored Groups best practices

• Understand how similar groups meet/don’t meet

needs already

• Create a unique experience that

• Enable discussion board, The Wall, photos, etc.

• Read and respond to comments

• Be transparent about your role and perspective

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Why applications on Facebook are different

Because I know Dave, his review has context

My colleague Peter Kim shares travel

Application best practices

• Create useful apps that model what friends do

naturally – share info, experiences, and laughs

• Plan out how to make your app viral

• Get feedback from users once you launch

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• Facebook marketing is about communicating, not

advertising – so act appropriately

• Be a part of the Facebook experience

» More like content than advertising

• Tap into the reasons why friends share

• Listen, learn, and be ready to make mistakes

Wal-Mart keeps trying – kudos for effort