How the Big Brands do Facebook Marketing
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This is the deck from an American Marketing Association webinar featuring Justin Kistner, Social Media Evangelist for Webtrends, and Nick O'Neill, founder of AllFacebook.com.
![Sharing on Facebook, Twitter, etc. ,[object Object],http://bit.ly/amafb Social Media Evangelist Justin Kistner Nick O’Neill @Webtrends @justinkistner on Twitter @justinkistner on Facebook @AllFacebook (part of @SocialTimes) @allnick on Twitter @NickOneill on Facebook Founder](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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How the Big Brands do Facebook Marketing
- 1. How the Big Brands do Facebook Marketing Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb All Facebook af
- 3. 3rd era of the Web Search Volume Index - Google Trends Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 5. Shift from portals to social Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 6. Facebook is the world’s most visited site vs vs * Compete.com comparing visits Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 7. Facebook Sends More Traffic to News Sites than Google vs 4% 3% 2% 1% 01/2009 01/2010 07/2009 Upstream visits to news and media from Google News and Facebook from Hitwise Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 8. Facebook is the world’s network Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 9. ~500,000,000 Facebook Users Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 10. ~5,000,000,000 Facebook Posts per Week Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 11. Facebook’s largest demographic is 35-54 Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 12. Facebook Marketing Basics Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 13. Destination vs. Traffic Source Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb 6 hours per month Referrers more traffic than Google News Ads that link into Facebook have higher CTRs
- 15. Native Campaigns Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb Video Events Fan Virtual Gift Poll Product Sample
- 16. Classic Marketing Campaign Funnel Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 17. Facebook Marketing Campaign Cycle Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 27. Facebook’s Top Brands Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 28. Top brands are shifting their budgets From microsites to social From $20MM Superbowl ad to social Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 37. Facebook Marketing Ecosystem Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 40. Facebook Marketing Challenges Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 42. Traditional “tagging” doesn’t work <javascript> <img> Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 43. No ad conversion tracking inside Facebook ? Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 44. Scattered data sources Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 45. Facebook’s analytics covers core Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb Wall Page Core API Insights
- 46. Webtrends tracks the platform v Ads Wall Page Core API Insights Webtrends Platform Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb A Custom Tabs & Apps
- 47. Platform Conversion Optimization Retargeting Awareness Subscription Engagement Volume Fans Page/Media Views Interactions Aggregate Demographics Influencers Conversions/Transactions Attribution Profile Data 2-3 Days Hours to Minutes Value Data Richness API Insights Facebook Data Value Pyramid Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 48. Advice Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 49. 3 tips to get started Buy ads Create apps Measure success Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 50. 3 things to avoid Viewing Facebook as a traffic source Doing nothing Privacy debacles Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
- 51. @justinkistner @allnick Questions? Presenters: @justinkistner and @allnick Hashtag: #amafb http://bit.ly/amafb
Notas do Editor
- 6 hours per month is more than all Google, MSN/Bing, and Yahoo! properties combined
- There’s self-service or ad reps. Engaging with ad reps means spending $40K or more per year on advertising. All Nippon Airways experienced high performing ad campaigns resulting in CTR of 8 - 12%. Their well-targeted Facebook Ads averaged 25% CTR.
- Clickthrough rates are higher and conversion rates are higher when the campaign stays inside Facebook.