Every Department can use Facebook.
But Our Focus today is MARKETING.
MEDIA.
Old MEDIA.
3 out of 4 Americans use social technology. 2/3 of the global internet population visit social networks Visiting social sites is ahead of personal email as the 4th most popular online activityAnd, it’s growing at 3X the rate of the overall Internet*
Source: WebtrendsEngage2010
* Google Trends http://bit.ly/a5hwTd
350,000,000+
93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIACONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
Source: WebtrendsEngage2010
85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS
15
CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
Source: WebtrendsEngage2010
Let’s
Title Description
Activity User bio and wall
Marketing Interest Intelligence gathering and creating awareness
Measurement Options None
Transactional Metrics No
Visitor Level Metrics No
Monitoring Options Aggregate data available in the self-serve ad tool
Analysis Options None
Metrics N/A
Notes Profiles offer Messages and Status Updates in addition to the Wall. Messages are like email, except Facebook offers no way to search, sort, filter, categorize, or flag messages. You can message people you aren’t friends with, but doing so in high numbers will get your account shut down.
Source: WebtrendsEngage2010
Profile:
Source: WebtrendsEngage2010
Wall:Title Description
Activity Activity stream for users
Marketing Interest Intelligence gathering and creating awareness
Measurement Options Track Links
Transactional Metrics No
Visitor Level Metrics No
Monitoring Options Clients such as Tweetdeck and Seesmic
Analysis Options Manual data collection or API access
Metrics Impressions and clicks per post
Notes
Source: WebtrendsEngage2010
Pages:Title Description
Activity Profiles for groups
Marketing Interest Intelligence gathering, creating awareness, campaigns, and direct marketing
Measurement Options Insights from Facebook
Transactional Metrics Limited
Visitor Level Metrics No
Monitoring Options RSS feeds, Scoutlabs, etc. (for wall only)
Analysis Options Excel (exportable CSV)
Metrics Interactions, Interactions itemized (updates, comments, likes), Fans, Page views, Post Quality
Notes Pages can publish to the stream, offer Rich Media, have the Insights Dashboard, offer SEO. In June of 2009, all outbound communication channels have been cut off from generic pages.
Source: WebtrendsEngage2010
Tabs:Title Description
Activity Photos, events, boxes, notes, custom
Marketing Interest Custom experience for campaigns
Measurement Options Webtrends
Transactional Metrics Yes
Visitor Level Metrics No
Monitoring Options None
Analysis Options Analytics, Excel, etc.
Metrics Page views, Fan views, Non-fan views, Interactions, Interactions itemized
Notes Tabs are the new microsite
Source: WebtrendsEngage2010
Groups:Title Description
Activity Like pages only less functionality. Came first.
Marketing Interest Less since Pages as there is nothing Groups can do that Pages can't
Measurement Options Webtrends Social Measurement
Transactional Metrics Kinda
Visitor Level Metrics No
Monitoring Options Webtrends Social Measurement
Analysis Options Webtrends Social Measurement
Metrics Mentions, Topic Analysis, Topic Trend Analysis, Topic Cloud, Analytics Integration
Notes Groups were going to get eliminated, but now Facebook has said they are getting an update that may make them more attractive to brands.
Source: WebtrendsEngage2010
Apps:Title Description
Activity Application functionality
Marketing Interest Custom functionality and visitor level data
Measurement Options Measurement API, many solutions
Transactional Metrics Yes
Visitor Level Metrics Yes
Monitoring Options Varies
Analysis Options Analytics, BI tools, Excel, etc.
Metrics (next page)
Notes Apps are the only place for brands to collect visitor level data.
State views Interactions Interactions itemized Sessions Session length Interactions per session Interactions itemized per session State views per session Conversion Visitor Form data collection # users who have added your application tab # users who have added your application profile box # users who have added your application info section # users who have bookmarked your application # users who are subscribed to your application emails
Number of active users during the past 7 days Number of active users during the past 30 days Number of canvas page views Number of unique canvas page viewers Number of API calls made Number of unique users on whose behalfyour application made API calls Average HTTP request time for canvas pages Average FBML render time for canvas pages
Source: WebtrendsEngage2010
Ads:Title Description
Activity Homepage, Social, Fan, RSVP, Poll, Virtual Gifts
Marketing Interest Creating awareness, driving traffic, engagement, RSVPs, etc.
Measurement Options Facebook reporting
Transactional Metrics Yes
Visitor Level Metrics No
Monitoring Options None
Analysis Options Excel (exportable CSV)
Metrics Impressions, Clicks, Interactions, Demographics
Notes Fan ads and RSVP ads are the only units available in self serve, A target audience should exceed 1 million to make home page ads viable, Home page ads start at $40K, $15K to test segmentation is a good amount
Source: WebtrendsEngage2010
Links:Title Description
Activity Linking
Marketing Interest Intelligence gathering and traffic
Measurement Options Referrers
Transactional Metrics Limited
Visitor Level Metrics Limited
Monitoring Options None
Analysis Options Analytics, Excel, etc.
Metrics Clicks to properties with analytics, Visitor attribution from posts published from apps
Notes URL Shorteners are blocked
http://www.facebook.com/webtrends@justinkistnerContent Gathered from:
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