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Facebook marketing landscape

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Joseph Latteri
Joseph Latteri

The document discusses the growing use and importance of social media marketing, particularly Facebook and Twitter, in Japan and globally. It notes that Facebook usage grew 78% in Japan in the past year and may be the "Year of Facebook" in Japan in 2012. Twitter also overtook Japan's largest social network, Mixi, in users in 2011. The document provides examples of how brands can create content and run promotions on Facebook to engage customers and generate sales.

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Facebook Marketing Landscape April 2012
Brands Are Increasing Their Investment In Social Media By 2012 88% of Marketers Will Use Social Media 1
The Spend by Marketers on Social Media is Surpassing Email Marketing 2
Facebook in Japan ? Facebook is enjoying rapid growth in the Japanese market; ? with 78% growth in the past year. ? Facebook has over 13,000,000 users in Japan ? Trends point towards 2012 being the ¨DYear of Facebook¡¬ in Japan 3
Twitter in Japan ? Twitter is rapidly catching up with the most well known Japanese social network service, Mixi. ? Twitter overtook Mixi August 2011. ? 14,962,000 unique Japanese visitors use Twitter ? 14,917,000 unique Japanese visitors use Mixi ? Japanese is currently the second most popular language on Twitter with 14% of all tweets; second only to English with 50% of all tweets. ? 20% of all Japanese people use Twitter; ? in comparison to 8% of the USA. 4
¨DChanging consumer usage patterns make social media a MUST¡¬ ? Facebook is a top global web destination and the #4 site in the U.S. (comScore) ? Twitter has become the #1 social network in Japan (comScore) ? 60% of active Internet users worldwide have a social network profile (UM Wave 5) Sources: eMarketer Social Media Trends presentation, comScore, Universal McCann Wave 5 5 Report (4/11)
The Facebook Landscape: March 2012 ?33% (680m in 3/2011) > 37,000 likes or comments every second 526M daily active users of every day (?42%) 6
Why Brands are Making the Investment Almost half of active Internet users worldwide have joined a brand community online 7 Source: Universal McCann Wave 5 Report, April 2011
The Reward 8 Source: Universal McCann Wave 5 Report, April 2011
Timeline Changed the FB Brand Opportunity From This To This 9
Timeline Changed the FB Brand Opportunity From This To This 10
Timeline Changed the FB Brand Opportunity Brands used to be able to designate a Tab as their ¨DWelcome¡¬ page Timeline now is the only ¨DWelcome¡¬ page ? Less control of new visitor experience ? Less Tabs readily visible to the visitor 11
What CAN a Brand Do? Cover Photo & Logo Rich Content Tabs Posts & Engageme nt 12
Opportunity 13
Facebook Tabs Enables social sharing Content with Purpose ? Brand-related content or application ? Focused on a specific purpose (use case) ? Regional content (multi-language) ? Specific marketing campaign ? Contest or sweepstakes ? Lead generation (newsletter sign-up) ? Polls & surveys ? Community interest ? Products & sales ? Landing pages (other campaigns, website, newsletter, etc.) ? Applications ? Videos, photos, events, etc. Drives deeper engagement 14
Creating Content Tabs Brands have been creating tabs in several ways Native HTML Self-Created Agencies ? Hard to create ? Using 3rd party tools ? Expensive, but great ? Need technical and design ? Little self-guidance built content and imagery resources into the system ? Small changes = ? Need to self-host ? Often requires consulting additional billable hours We simplify the development of Tabs using the brand¡¯s preferred method 15
Social Media Campaigns Turning conversations into customers? 16
Driving a Brand¡¯s Social Engagement Find new Engage in Manage your conversations Post Updates to conversations social & people using Twitter and w/people using communications Campaigns Facebook Social Actions in one place +Engage Search Share Engage Manage Buzz Curate Research Analyze Use Campaign Use Social Profiles See the Results Searches to find and Analysis to find of your activities and share great out who to engage content further 17
Use Case: Pedigree Raise awareness of PEDIGREE¡¯S Adoption Drive? Solution: An integrated campaign featuring Facebook Ads and public relations messaging with targeted calls-to-action ? With Facebook, the brand created an online hub for people who share the PEDIGREE? Brand¡¯s love of dogs Results ? As a result of the Facebook initiative PEDIGREE? Adoption Drive Page grew from 55,000 (pre-launch) to more than 1.1 million by mid-2010 ¨C a 20-fold increase ? The Facebook PEDIGREE? Adoption Drive Page has so far led to the donation of more than 1.1 million bowls of food and counting to shelters across the U.S. ? Click-through from the PEDIGREE? Adoption Drive Page to the PEDIGREE Foundation, has so far contributed to $600,000 raised for animal shelters and breed rescue centers! 18
Use Case: Social Contest Use a Social Contest to Drive Social Fan Base Use Engage to announce and build awareness ? Focus on one goal¡ªe.g. build your Facebook ¨Dfans¡¬ ? Use all channels to announce the promotion (email, Twitter, Facebook, website, print, etc.) ? Use a prize as an enticement¡ªe.g. ¨DLike¡¬ our Facebook page and win xyz ? Use Buzz+Engage to announce contest, engage people who are chatting about the contest, announce the winner, etc. ? Use Buzz+Engage to measure social chatter, social engagement, clicks ? Use MRise to launch and maintain the contest, and choose the winners Once the people have engaged, keep them interested ? Give them the opportunity to engage further¡ªuse Engage to post links to forms to sign up for offers, newsletters, etc. ? Use Engage to post relevant content to your social accounts 19
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Use Case: Sales Promotion Use Engage to Post and Measure Sales Promotions Announce the promotion using Engage ? Post the promotion using Engage to Twitter and/or Facebook ? Create separate web landing pages per channel with different discount codes in MRise ? Continue to ¨Dpromote the promotion¡¬ through social channels Measure results through Engage ? Measure clicks per channel using Engage ? Encourage people to share the promotion and use Engage to measure which channels had the best share & click rates ? Measure clicks and final redemptions to see which channels produced the best results and to total the actual sales figures and ROI for the promotion 22
Thank You Questions? 23
Resources ? Japanese Companies who¡¯ve switched to Timeline ? http://smmlab.aainc.co.jp/?p=5728 ? mRise campaign examples ? https://www.facebook.com/Maggianos/app_186981981345123 ? http://www.kellyagarrett.com/2012/faq-facebook-timeline-pages/ ? https://www.facebook.com/DunkinPhilly?ref=ts ? https://www.facebook.com/pages/Surface-Hair/48898859603 ? https://www.facebook.com/forexus ? http://apps.facebook.com/promosapp/244929 ? http://adage.com/article/digital/meet-coolest-facebook-brand- timelines-coke-espn-ford/233015/ 24

More Related Content

Facebook marketing landscape

  • 2. Brands Are Increasing Their Investment In Social Media By 2012 88% of Marketers Will Use Social Media 1
  • 3. The Spend by Marketers on Social Media is Surpassing Email Marketing 2
  • 4. Facebook in Japan ? Facebook is enjoying rapid growth in the Japanese market; ? with 78% growth in the past year. ? Facebook has over 13,000,000 users in Japan ? Trends point towards 2012 being the ¨DYear of Facebook¡¬ in Japan 3
  • 5. Twitter in Japan ? Twitter is rapidly catching up with the most well known Japanese social network service, Mixi. ? Twitter overtook Mixi August 2011. ? 14,962,000 unique Japanese visitors use Twitter ? 14,917,000 unique Japanese visitors use Mixi ? Japanese is currently the second most popular language on Twitter with 14% of all tweets; second only to English with 50% of all tweets. ? 20% of all Japanese people use Twitter; ? in comparison to 8% of the USA. 4
  • 6. ¨DChanging consumer usage patterns make social media a MUST¡¬ ? Facebook is a top global web destination and the #4 site in the U.S. (comScore) ? Twitter has become the #1 social network in Japan (comScore) ? 60% of active Internet users worldwide have a social network profile (UM Wave 5) Sources: eMarketer Social Media Trends presentation, comScore, Universal McCann Wave 5 5 Report (4/11)
  • 7. The Facebook Landscape: March 2012 ?33% (680m in 3/2011) > 37,000 likes or comments every second 526M daily active users of every day (?42%) 6
  • 8. Why Brands are Making the Investment Almost half of active Internet users worldwide have joined a brand community online 7 Source: Universal McCann Wave 5 Report, April 2011
  • 9. The Reward 8 Source: Universal McCann Wave 5 Report, April 2011
  • 10. Timeline Changed the FB Brand Opportunity From This To This 9
  • 11. Timeline Changed the FB Brand Opportunity From This To This 10
  • 12. Timeline Changed the FB Brand Opportunity Brands used to be able to designate a Tab as their ¨DWelcome¡¬ page Timeline now is the only ¨DWelcome¡¬ page ? Less control of new visitor experience ? Less Tabs readily visible to the visitor 11
  • 13. What CAN a Brand Do? Cover Photo & Logo Rich Content Tabs Posts & Engageme nt 12
  • 15. Facebook Tabs Enables social sharing Content with Purpose ? Brand-related content or application ? Focused on a specific purpose (use case) ? Regional content (multi-language) ? Specific marketing campaign ? Contest or sweepstakes ? Lead generation (newsletter sign-up) ? Polls & surveys ? Community interest ? Products & sales ? Landing pages (other campaigns, website, newsletter, etc.) ? Applications ? Videos, photos, events, etc. Drives deeper engagement 14
  • 16. Creating Content Tabs Brands have been creating tabs in several ways Native HTML Self-Created Agencies ? Hard to create ? Using 3rd party tools ? Expensive, but great ? Need technical and design ? Little self-guidance built content and imagery resources into the system ? Small changes = ? Need to self-host ? Often requires consulting additional billable hours We simplify the development of Tabs using the brand¡¯s preferred method 15
  • 17. Social Media Campaigns Turning conversations into customers? 16
  • 18. Driving a Brand¡¯s Social Engagement Find new Engage in Manage your conversations Post Updates to conversations social & people using Twitter and w/people using communications Campaigns Facebook Social Actions in one place +Engage Search Share Engage Manage Buzz Curate Research Analyze Use Campaign Use Social Profiles See the Results Searches to find and Analysis to find of your activities and share great out who to engage content further 17
  • 19. Use Case: Pedigree Raise awareness of PEDIGREE¡¯S Adoption Drive? Solution: An integrated campaign featuring Facebook Ads and public relations messaging with targeted calls-to-action ? With Facebook, the brand created an online hub for people who share the PEDIGREE? Brand¡¯s love of dogs Results ? As a result of the Facebook initiative PEDIGREE? Adoption Drive Page grew from 55,000 (pre-launch) to more than 1.1 million by mid-2010 ¨C a 20-fold increase ? The Facebook PEDIGREE? Adoption Drive Page has so far led to the donation of more than 1.1 million bowls of food and counting to shelters across the U.S. ? Click-through from the PEDIGREE? Adoption Drive Page to the PEDIGREE Foundation, has so far contributed to $600,000 raised for animal shelters and breed rescue centers! 18
  • 20. Use Case: Social Contest Use a Social Contest to Drive Social Fan Base Use Engage to announce and build awareness ? Focus on one goal¡ªe.g. build your Facebook ¨Dfans¡¬ ? Use all channels to announce the promotion (email, Twitter, Facebook, website, print, etc.) ? Use a prize as an enticement¡ªe.g. ¨DLike¡¬ our Facebook page and win xyz ? Use Buzz+Engage to announce contest, engage people who are chatting about the contest, announce the winner, etc. ? Use Buzz+Engage to measure social chatter, social engagement, clicks ? Use MRise to launch and maintain the contest, and choose the winners Once the people have engaged, keep them interested ? Give them the opportunity to engage further¡ªuse Engage to post links to forms to sign up for offers, newsletters, etc. ? Use Engage to post relevant content to your social accounts 19
  • 21. 20
  • 22. 21
  • 23. Use Case: Sales Promotion Use Engage to Post and Measure Sales Promotions Announce the promotion using Engage ? Post the promotion using Engage to Twitter and/or Facebook ? Create separate web landing pages per channel with different discount codes in MRise ? Continue to ¨Dpromote the promotion¡¬ through social channels Measure results through Engage ? Measure clicks per channel using Engage ? Encourage people to share the promotion and use Engage to measure which channels had the best share & click rates ? Measure clicks and final redemptions to see which channels produced the best results and to total the actual sales figures and ROI for the promotion 22
  • 24. Thank You Questions? 23
  • 25. Resources ? Japanese Companies who¡¯ve switched to Timeline ? http://smmlab.aainc.co.jp/?p=5728 ? mRise campaign examples ? https://www.facebook.com/Maggianos/app_186981981345123 ? http://www.kellyagarrett.com/2012/faq-facebook-timeline-pages/ ? https://www.facebook.com/DunkinPhilly?ref=ts ? https://www.facebook.com/pages/Surface-Hair/48898859603 ? https://www.facebook.com/forexus ? http://apps.facebook.com/promosapp/244929 ? http://adage.com/article/digital/meet-coolest-facebook-brand- timelines-coke-espn-ford/233015/ 24

Editor's Notes

  1. But even with the sheer numbers of users, the more compelling reason for brands is the ability to engage consumers. In this analysis, we see the percent of active Internet users who have participated in a BRAND community online (like a Facebook fan page, a forum, etc). For instance, in the United States, approximately 40% have joined a brand community!
  2. The Rewards that all brands and businesses are looking for are:RecognitionLoyaltyEngagementCommerceAdvocacy