1) Facebook is a popular social media marketing channel with over 4.8 million members in Ontario alone and a total of over 11 million Canadian users. 2) The document provides statistics on Facebook demographics and discusses pros and cons of Facebook marketing. 3) Examples are given of small businesses that found success using low-cost Facebook ads to target relevant audiences.

1. Social Media Marketing Channel: Facebook

2. Audience AB - 1,496,580 BC - 1,636,800 MB - 384,580 NB - 399,200 NL - 154,220 NT - 14,600 NS - 430,040 NU – 940 ON - 4,870,020 PE - 53,240 QC - 1,971,520 SK - 351,780 YT - 24,480 4,870,020 members, 1,276,000 of them are in Toronto

3. 116 million unique U.S. visitors in Dec. 2009 slightly more female aged 13-34

4. Target Market

7. Pros Highest use percentage of all social media sites Allows users to reconnect with old friends Allows you to stay connected Self-Promotion “Like” pages you want info from

8. Cons “friend” term – unwanted friend requests Overcrowded newsfeed Spam Misused photos Tagged Privacy Issues

9. Success “Advanced Telecom Services – I didn't really think of Facebook as a site where people are ready to buy something, but it has proven me wrong. The great think about the advertising is that I can pinpoint the audience that I want to speak to – young adults who work in the advertising agency business. We are seeing a conversion rate that is 87% better than that of traditional pay per clicks on Google and Yahoo.” Bob Bentz Wayne, Pennsylvania, USA advancedtele.com “The Positive People – Within the first 15 minutes of our ads running we had over 30 clicks to our website. We get a consistent stream of subscribers and. Facebook has expanded our market nationally in a way that no local print magazine could. The best part is that we can control our budget and spending according to our needs. As a start-up, we are so relieved that there is no contract or financial commitment. It is cost-effective and produces real results! My business partner and I even have competitions. We each design an ad and see who gets the most clicks! Who thought advertising could be this fun?” Indi Avila Orange County, California, USA thepositivepeople.com

10. 6 steps to success Target precisely and experiment Stick to the point Add a photo Provide a compelling reason to click Make it interactive Encourage sharing http://www.socialmediaexaminer.com/9-facebook-marketing-success-stories-you-should-model/

11. Failures “The reason is actually very simple – People going to a search engine tend to be “on their way” to somewhere. Someone who is on Facebook is already where they want to be.” “A search engine is a portal, not a destination.” - Quintin

12. reasons Keywords are not interests Ads take users away from Facebook Ad copy to forward No multi-step engagement Not updating the fan page Only going for exposure 6

13. Trends http://www.socialmediaexaminer.com/facebook-marketing-studies/

14. References (2009) Facebook Advertising Provides Precise Targeting for Less. Retrieved from http://www.google.com/url?sa=t&source=web&cd=8&ved=0CGsQFjAH&url=http%3A%2F%2Fgoodworksconnect.org%2Fuploads%2FFacebook-Success-Stories.pdf&rct=j&q=facebook%20advertising%20success%20stories&ei=Yo9yTqjXIObZ0QGS55iiBQ&usg=AFQjCNGoJaH5Kfgvn8yik5X5OhtDMGBcgw&cad=rja (2009, May 13) Facebook Advertising and Demographics in Canada. Retrieved from http://www.thewebshop.ca/blog/2009/05/facebook-advertising-and-demographics-in-canada/ (2010, August 11) 7 Hidden Reasons Why Companies Fail At Facebook Advertising. Retrieved from http://www.ppcsummit.com/newsletter/google-adwords/7-hidden-reasons-why-companies-fail-at-facebook-advertising/ (2011) Pros and Cons of Facebook. Retrieved from http://www.surfnetkids.com/go/safety/752/pros-and-cons-of-facebook/ Aronsson, L; Male, B. (2010, February 19) Is Your Target Audience On Twitter, Facebook, Or LinkedIn? Retrieved from http://articles.businessinsider.com/2010-02-19/strategy/29984065_1_social-media-facebook-users-linkedin-users

15. Reference Cont’d General Team Login. (2010, June 9) Facebook Advertising: Top 9 Reasons Why Digital Marketers Fail. Retrieved from http://www.ymarketing.com/blog/bid/29589/Facebook-Advertising-Top-9-Reasons-Why-Digital-Marketers-Fail Mershon, P. (2011, September 13) 9 Facebook Marketing Success Stories You Should Model. Retrieved from http://www.socialmediaexaminer.com/9-facebook-marketing-success-stories-you-should-model/ Porterfield, A. (2010, September 7) 3 Studies Show Facebook Marketing Potential. Retrieved from http://www.socialmediaexaminer.com/facebook-marketing-studies/ Quintin. (2010, August 27) Why Facebook Advertising Fails, and the Case for SEO companies. Retrieved from http://www.sabest.biz/blog/2010/08/why-facebook-advertising-fails-and-the-case-for-seo-companies.html Su, S. (2010, June 8) Who’s Using Facebook Around the World? The Demographics of Facebook’s Top 15 Country Markets. Retrieved from http://www.insidefacebook.com/2010/06/08/whos-using-facebook-around-the-world-the-demographics-of-facebooks-top-15-country-markets/ Thandani, R. (2010, September 9) Pros and Cons of Facebook. Retrieved from http://www.buzzle.com/articles/pros-and-cons-of-facebook.html

16. Image Sources Site source of do you have facebook?http://www.flickr.com/photos/spiritolibero85/2939544686/sizes/m/in/photostream/Owner of photo: Alessio85 Site source of ages chart http://static6.businessinsider.com/image/4b7efec400000000003e6685/ages-twitter-facebook.jpgOwner of photo: Quantcast Site Source of education level chart http://static6.businessinsider.com/image/4b7efed7000000000030cb3b/education-twitter-facebook.pngOwner of photo: Quantcast Site source of US Facebook users bar graph http://www.insidefacebook.com/wp-content/uploads/2009/02/20090201fbdemobar.pngOwner of photo: insidefacebook.com Site source of US Facebook users pie graphhttp://www.insidefacebook.com/wp-content/uploads/2009/02/20090201fbdemopie.pngOwner of photo: insidefacebook.com Site source of Facebook memologyhttp://4.mshcdn.com/wp-content/uploads/2010/12/facebook_memology.jpgOwner of photo: Stan Schroeder