This document summarizes best practices and techniques for brands to use Facebook effectively as a social media advertising platform. It discusses how brands can segment audiences and personalize content. Specific techniques mentioned include crowdsourcing opinions, following a 70/20/10 content rule, posting consistently, using video, and responding to users. Examples are given of successful Facebook campaigns by companies like Nike, Taco Bell, Microsoft, and Universal Studios. The document also notes challenges with organic reach decreasing and the importance of EdgeRanking, and considers alternatives to relying solely on Facebook for relationship marketing.

1. How Facebook is being used by Brands as a
social media advertising platform
Do’s Don'ts
Presented By: Group
16

2. Group 16 - Members
Deblina.pgpm15c@
greatlakes.edu.in
meghna.pgpm15c@
greatlakes.edu.in
renju.pgpm15c@
greatlakes.edu.in
manjit.pgpm15c@
greatlakes.edu.in
uditm.pgpm15c@
greatlakes.edu.in
nishant.pgpm15c@
greatlakes.edu.in
prashanth.pgpm15c
@ greatlakes.edu.in
shashankv.pgpm15c
@ greatlakes.edu.in
srivats.pgpm15c@
greatlakes.edu.in
pratulk.pgpm15c@
greatlakes.edu.in

3. A new revolution ?
Social media marketing is the new thing!
How can brands benefit ?
• New forms of engagement
• Finally pull rather than push
• Effective delivery of customized content
• Opportunity to play with terabytes of data to offer truly
personalized solutions
• Data and more data – so much that brands don’t know how to
use them
• Sounds too good to be true ?
Well lets see some examples of Indian companies using
Facebook- a popular platform as a medium for their social media
campaigns

4. Effective segmentation
Interesting personalization
Innovative engagement
What more can companies do?

5. Some techniques
• Social media marketing is about being in the present, and reacting to it immediately to establish an
instant connect with the customer – Hence capitalize on major events and trending news
• Coca-Cola displaying videos of fans singing
their national anthems. Not one video –
Different videos for different countries
• Budweiser displaying light beer ads to one
group, strong beer ads to another
• Toyota talking differently to fans of winning
team, and fans of losing team
Simple formula –
Simple, Regular, Boring ads – Not many
Whereas make it innovative, real-time, community based, with an opportunity to engage rather than be a mute
spectator -

6. Other techniques
• Crowdsource – Ask your fans their opinions, make them feel like a celebrity, like they are valued
• Follow the 70/20/10 Rule - 70% content for brand and business building
20% for sharing from other sites – A network of information
10% for self promotion
For example : When Intel wants to talk about its product,
It doesn’t talk about how they make the
best processors!
It gives its customer segment- “technology freaks” something
that they want -
20%
70%
10%

7. Other techniques
Posting consistently
Disneyland
Respond to everyone
Dove campaign
Effective use of Video
Oreo campaign

8. Effective Facebook Campaigns
R&D has been the main differentiator for Nike
since they started their journey.
They use the same strategy for their Facebook page
Taco Bell reached new heights in terms of social media
presence through their new mobile app. They actually
went silent on their FB page for a day which set the
social media abuzz for days.
Differentiator – incorporation of humor in Social media
presence.

9. Effective Facebook Campaigns
#DILSAY#DIMAGSAY Campaign to promote their bing
services and other Microsoft related services.
The recent #5to9 campaign to engage with the
customers about what they do after their office
hours
Universal Studios focus on the people visiting them.
They completed a customer-engagement campaign in
2014 called “Top 100 Fan Moments” album. Visitors
can still share images with hashtag
#UniversalMoments

10. But why is the situation is changing ?
• Organic reach of brands decreasing because there is too much content!
• Its not enough to just have fans and likes anymore, unless they share enough
• 1500 stories waiting to grab space in Newsfeeds, where will your brand be ?
• Each story has a weight and priority, determined by the new God of Facebook – EdgeRanking
Some questions -
• Facebook losing its niche identity ?
• Is it enough for a company to only invest in social media as part of their marketing strategy ?
• What’s the ROI ?
Does likes, subscribers and fans means anything anymore ?

11. Avoid Facebook?
• Risk involved in using Facebook as the centre of relationship marketing
• Facebook and Twitter posts reach only 2% of followers
• Engagement level – 0.07%
• Lack of context and difficulties in engagement
WHY?
• Unpaid posts are out, paid posts are in
• Poor relationship – poor value
• Lesser return on financial, technological
and human resources

12. • ALTERNATIVE
• Forrester predicts – Branded communities are the next big thing
• Community formed on the basis of attachment to a product or service
• Exchange of views and sharing of similar concerns
• Sony PS 4 Greatness Awaits – 4.5 million visits
Emails
• Emails get delivered 90% of the time Vs 2% of
the time for Facebook posts
• Privacy and more freedom to express views

13. THANK YOU!