Graphing Social Patterns: Big Brands & Facebook (RAW NOTES)

Big Brands & Facebook: Demographics, Case Studies & Best Practices -
Charlene Li, Forrester Research



  • Marketing on Facebook is not about advertising



    • You cannot think of this as a traditional marketing/advertising channel

    • It is a subtle, but important difference



  • Facebook is about talking to each other, not talking to people

  • Who is using Facebook today



    • Is it all college kids?



      • 57% of US users are in college

      • Demographics will change dramatically over the next 12 months



    • Half the adults that use Facebook say they want their favorite marketers to have a presence on Facebook



  • What worked for marketers on Facebook in the past, will not work in the future

  • Concerned about efficacy of ads on Facebook.



    • People are not seeing direct response results

    • If tied to a larger campaign there may be more of an effect



  • Targeting people based on self confessed interests



    • Tells you a lot more than demo info



  • Sponsors stories have seen a 4-25% higher CTR for these items

  • Facebook currently optimizes news feeds based on behavior, in the future, will ads be optimized this way?

  • Facebook marketing requires communicating, not advertising



    • Sponsored Groups

    • Media buy can be used to drive traffic to that page



      • Costs have inflated to 6 figure





  • Examples of sponsored groups



    • Jeep



      • Group looks like an ad, not a good practice

      • There already is an existing community around the fact that Jeep users wave to each other



        • Why did Jeep not sponsor that?





    • Victoria’s Secret



      • Looks like and ad as well

      • Engage users in games

      • Users commenting on page



        • This does not only show up on the advertisers page, it shows up on the news feed of that user





    • Ernst and Young



      • Charlene’s favorite example


      • Engaged members in conversation to recruit college student

        • Top recruiter is responsible for answering people directly








  • Best Practices

    • Understand how to meet needs of a group

    • Create a unique experience

    • Enable discussion board, The Wall, Photos

    • Read and respond to comments

    • Be transparent about your role and perspective

    • Create apps around things that friends do already

    • Layer things on top of the social graph, don't interrupt it

    • Make sure you can get feedback from users

    • Make sure the app is something people will want to pass on

    • Facebook marketing is about relationships





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