5 Tools For Effective Facebook Marketing
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The document discusses 5 tools for effective Facebook marketing: social media is the most popular online activity and grew 48% over the previous year; Fortune 100 companies saw an average 23% drop in unique site visits from 2009-2010 with 68% experiencing negative growth; Facebook fans are loyal users who visit frequently and look for deals and news from brands; the 5 tools are pages, ads, apps, events, and analytics, which allow targeting fans and measuring campaigns.
![Fortune 100 site traffic decreasing
Yearly change in Unique Visits Fortune 100 (2009-2010)
150.00%
Cisco systems (139%)
100.00%
50.00%
0.00%
-50.00%
Phillip Morris (-76.3%)
-100.00%
Average percentage drop was 23.02%
68% of companies experienced negative growth in unique visits from 2009
[1] Unique visits [1] monitored between Nov 2009 Nov 2010
2010 were
@justinkistner @danzarrella #5tools](https://image.slidesharecdn.com/5-tools-for-effective-facebook-marketing-1306949544-phpapp02-110601123440-phpapp02/85/5-Tools-For-Effective-Facebook-Marketing-3-320.jpg)
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5 Tools For Effective Facebook Marketing
- 1. The 5 Tools for Effective Facebook Marketing Justin Kistner Sr. Manager of Social Product Marketing Dan Zarrella Social Media Scientist @justinkistner @danzarrella #5tools
- 2. Social Is The #1 Online Activity Social media is not only the most popular activity online, it grew the most at 48% growth over last year. Social media was the most popular activity last year. It also grew the most last year tripling in time spent over 2008. Users spend 4 times as much time on social networks than they do email. Users spend a 1/3 less time on email this year than they did last year. @justinkistner @danzarrella #5tools
- 3. Fortune 100 site traffic decreasing Yearly change in Unique Visits Fortune 100 (2009-2010) 150.00% Cisco systems (139%) 100.00% 50.00% 0.00% -50.00% Phillip Morris (-76.3%) -100.00% Average percentage drop was 23.02% 68% of companies experienced negative growth in unique visits from 2009 [1] Unique visits [1] monitored between Nov 2009 Nov 2010 2010 were @justinkistner @danzarrella #5tools
- 4. FACEBOOK FANS SITE VISITORS (MO.) 19,800,000 1,800,000 22,700,000 270,000 16,900,000 290,000 8,000,000 325,000 @justinkistner @danzarrella #5tools
- 8. Facebooks Value Proposition Website Integration Pages Ads Apps Analytics @justinkistner @danzarrella #5tools
- 9. Visit Everyday 76% 50% FANS ARE Friend Network 310 HARDCORE FACEBOOK 130 USERS Links Clicked Fans Avg. User 5.1 1 @justinkistner @danzarrella #5tools
- 10. Existing customers 84% Want exclusive offers & benefits FANS ARE CUSTOMERS 83% LOOKING FOR DEALS, Buy more after becoming a fan NEWS & 36% COMMUNITY @justinkistner @danzarrella #5tools
- 12. Like Button @justinkistner @danzarrella #5tools
- 13. Visually creates desire @justinkistner @danzarrella #5tools
- 14. Shares a link in the news feed @justinkistner @danzarrella #5tools
- 15. Discussion increases reach @justinkistner @danzarrella #5tools
- 16. Viral loop @justinkistner @danzarrella #5tools
- 17. And gives you fans to target ad offers @justinkistner @danzarrella #5tools
- 19. What drives people to fan? Brand Invite/Ad 75% Friend 59% Search 49% @justinkistner @danzarrella #5tools
- 20. Fan Pages @justinkistner @danzarrella #5tools
- 21. Reaching fans with wall posts EdgeRank 鍖ltered @justinkistner @danzarrella #5tools
- 22. MOST 2-3X - Touching, emotional stories - Provocative, passionate debates CLICKED ON WALL POSTS 1.5-2X - Important sports wins - Simple, easy questions @justinkistner @danzarrella #5tools
- 23. Updates have poor reach Where fan messages go to die You try to reach fans by mail @justinkistner @danzarrella #5tools
- 24. Ads reach all fans Target fans Paid delivery like email Deploying an app and not notifying fans is like launching the landing page for an email campaign but never sending the email @justinkistner @danzarrella #5tools
- 25. Place Pages @justinkistner @danzarrella #5tools
- 27. Facebook Deals @justinkistner @danzarrella #5tools
- 28. Requires Check In @justinkistner @danzarrella #5tools
- 29. Unlocks a deal @justinkistner @danzarrella #5tools
- 30. Individual, loyalty, friend, & charity @justinkistner @danzarrella #5tools
- 31. Claimed deals become news feed posts @justinkistner @danzarrella #5tools
- 32. That link to your place page @justinkistner @danzarrella #5tools
- 33. Event Pages @justinkistner @danzarrella #5tools
- 35. Running Google Ads to Your Facebook Page @justinkistner @danzarrella #5tools
- 36. Social is demand generation @justinkistner @danzarrella #5tools
- 37. Search & Social @justinkistner @danzarrella #5tools
- 38. Ad Targeting to Increase Feedback Ads Feedback Fans Visibility @justinkistner @danzarrella #5tools
- 40. ECOMM IS HIGHLY SOCIAL Sociability @justinkistner @danzarrella #5tools
- 42. State targeting makes little to no impact on CTR @justinkistner @danzarrella #5tools
- 43. Education level impacts CTR @justinkistner @danzarrella #5tools
- 44. Segmentation Fan Targeting Non-Fan Targeting Friend of Fan Targeting @justinkistner @danzarrella #5tools
- 45. Connection Targeting 10,401 people 1,352,530 people Web 2.0 Web 2.0 @justinkistner @danzarrella #5tools
- 46. COLD TARGETING .05% Avg. CTR of ads to non-fans VS. FANS .35% Avg. CTR of ads to fans @justinkistner @danzarrella #5tools
- 48. Having fans improves ad performance @justinkistner @danzarrella #5tools
- 49. Image Selection @justinkistner @danzarrella #5tools
- 51. Ad Multiplication Interest Images Ad Copy Targeting Interest Images Ad Copy Targeting Interest Unique Ad Images Ad Copy Targeting Combos Interest Images Ad Copy Targeting Interest Images Ad Copy Targeting @justinkistner @danzarrella #5tools
- 52. Ad Burnout @justinkistner @danzarrella #5tools
- 56. Landing Page Choices Facebook Assets Website @justinkistner @danzarrella #5tools
- 57. Landing Page Choices 50%+ Facebook Assets ROI & Satisfaction Website @justinkistner @danzarrella #5tools
- 58. Facebook is a destination site @justinkistner @danzarrella #5tools
- 59. Engagement Apps @justinkistner @danzarrella #5tools
- 60. Commerce Apps @justinkistner @danzarrella #5tools
- 61. Social Commerce Analysts project $30 billion in Facebook store commerce by 2015, from $0 last year @justinkistner @danzarrella #5tools
- 62. 2-4% Conversion Rates FACEBOOK COMMERCE STATS 17% Social Engagement Rate 2:50 Avg. Time per Visit (50% growth Q1 20 @justinkistner @danzarrella #5tools
- 65. Extended Permissions @justinkistner @danzarrella #5tools
- 66. Busy Tabs Make Bad Landing Pages Ads 2000 px Newsfeed 10 apps Posts too busy Using a single tab is like linking all Google Ads to your home page Need targeted landing apps @justinkistner @danzarrella #5tools
- 68. Earned Media Display Ad Example Vs. @justinkistner @danzarrella #5tools
- 69. Lead Value @justinkistner @danzarrella #5tools
- 70. Direct Coupon Redemption Attribution can be tracked through the redemption of coupons that are exclusive to Facebook pages. @justinkistner @danzarrella #5tools
- 71. Geographic Split Testing @justinkistner @danzarrella #5tools
- 72. Facebook Insights @justinkistner @danzarrella #5tools
- 73. Page & Graph Data @justinkistner @danzarrella #5tools
- 74. App measurement @justinkistner @danzarrella #5tools
- 75. Questions? @justinkistner @danzarrella @justinkistner @danzarrella #5tools