the 8 succes criteria for facebook page marketing

8/8/2019 The 8 Succes Criteria for Facebook Page Marketing

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The 8 Success Criteria For

Facebook Page Marketing!Analysis reveals brands lack maturity by

not leveraging social features.!!!!

July 27, 2010

By Jeremiah Owyang

with Christine Tran and Alan Webber

Includes input from 34 ecosystem contributors


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Table of Contents

Open Research .............................................................................................................. 3

Disclosure....................................................................................................................... 3

Ecosystem Input ............................................................................................................ 3Vendors and Agencies..................................................................................................................3Individual Contributors..................................................................................................................3

Executive Summary ....................................................................................................... 4

Facebook: A Platform Marketers Cannot Ignore........................................................ 4

Brands Must Follow the 8 Success Criteria for Facebook Page Marketing ............ 5Set Community Expectations .......................................................................................................6Provide Cohesive Branding ..........................................................................................................6Be Up To Date ..............................................................................................................................6Live Authenticity ...........................................................................................................................7Participate in Dialog......................................................................................................................7Enable Peer-To-Peer Interactions ................................................................................................7Foster Advocacy...........................................................................................................................8Solicit A Call To Action .................................................................................................................8

Brands Fail to Reach Maturity by Not Leveraging Social Features .......................... 8

Recommendations....................................................................................................... 22

Appendix....................................................................................................................... 23Methodology and Scope ............................................................................................................23Get the Quantitative Scorecard: Altimeter Group Advisory Services .........................................23

Endnotes....................................................................................................................... 24

About Us ....................................................................................................................... 26 About Jeremiah Owyang, Partner...............................................................................................26 About Christine Tran, Researcher...............................................................................................26 About Alan Webber, Partner.......................................................................................................26


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2010 Altimeter GroupAttribution-Noncommercial-Share Alike 3.0 United States

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Open Research

This independent research was 100% funded by Altimeter Group. This report is publishedunder the notion of Open Research we want it to spread at no cost with attribution. The

Creative Commons License isAttribution-Noncommercial-Share Alike 3.0 United States. It isintended for you read, share, and utilize.

Disclosure

Your trust is important to us. As such, we are open and transparent about our financialrelationships. With their permission, we publish a list of our client base on our website. At thetime of this reports publication, some of the technology providers we interviewed are AltimeterGroup clients. See our website to learn more: http://www.altimetergroup.com/disclosure .

Ecosystem InputThis report could not have been produced without the generous input from some of the leadingmarket influencers and solution vendors who have a vested interest in seeing success inFacebook page marketing. Input into this document does not represent a completeendorsement of the report by the vendors or individuals listed below.

Vendors and Agencies

Altimeter Group gleaned input from the following vendors, agencies, and expert providers ofFacebook page marketing solutions:

360i, AKQA, Awareness, The Community Roundtable, Context Optional, Digital EvolutionGroup, Edelman Digital, Facebook, Gigya, Horn Group, Inside Facebook, Janrain, KickApps,Lithium, LiveWorld, Ogilvys 360 Digital Influence, Razorfish, RockYou, SHIFTCommunications, Spredfast, StepChange Group, a Powered Company, Vitrue and WildfireInteractive.

Individual Contributors

Altimeter Group received feedback, direction, or information from the following industryexperts and contributors:

David Armano, David Berkowitz, Bert DuMars, Charlene Li, Dave McClure, Annie Noll, ShivSingh, Adam Smith, Justin Smith, Jason Sullivan, and Anita Wong.


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Executive Summary

Brands are jumping on the Facebook bandwagon to reach customers. The Society of DigitalAgencies reports that more than 45% of senior marketers worldwide named social networks

and applications their top priority for 2010.1

Yet despite the urgency, most brands lack astrategy.

Altimeter Group conducted research, and gleaned input from 34 vendors, agencies, andexperts, to determine success criteria and develop a roadmap for Facebook page bestpractices. We found Eight Success Criteria for Facebook page marketing, and then tested thematurity of 30 top brands across six industries.

Our heuristic evaluation revealed that brands fell short half of the brands we reviewed (14 outof 30) did not fully leverage social features to activate word of mouth, the hallmark behavior ofsocial networks. Within this immature landscape, a few brands were on the right track tosuccessfully harnessing Facebook page marketing. Brands like Pampers, Macys, Kohls, and

AXE increased engagement and activated word of mouth through advocacy and peer-to-peerinteractions, or solicited business call to actions that result in transactions.

Brands need to stop experimenting in Facebook on their own customers. The criteria andfindings in this report provide brands with a roadmap towards Facebook page marketingsuccess.

Facebook: A Platform Marketers Cannot Ignore

Consumers are adopting Facebook at staggering levels.

Facebook touts a staggering 500 million users worldwide.2

Engagement is ripe, with 50% ofactive users logging on in any given day, connecting to an average of 130 friends.3 Averageinternet users are spending more time on Facebook per day than on Google, Yahoo, YouTube,Microsoft, Wikipedia and Amazon combined.4 The attention of consumers has shifted marketers must take action.

Consumers lean on each other to make decisions bypassing brands.

Consumers trust their friends and family more than other sources of information aboutproducts and services, according to a Nielsen study.5 Another study reports that 60% ofFacebook users are more likely to recommend a brand after becoming a fan (Chadwick MartinBailey).6 As consumers make decisions directly with each other on Facebook, brands are leftout of the mix.

Confused, brands need a roadmap or risk experimenting on their own customers.

Seventy percent of brands indicate that they planned to increase spending on offsite socialmedia investment, including Facebook in 2010, according to an eConsultancystudy.7 Yetdespite the urgency, brands lack a pragmatic approach. Rather than spin their wheels andwaste resources experimenting on customers, brands need guidelines for Facebook pagemarketing success.


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Brands Must Follow the 8 Success Criteria forFacebook Page Marketing

Marketers must apply new social marketing strategies to Facebook pages, and throw out atraditional one-way website approach. Altimeter Group gathered input from 34 sources to findout industry-wide best practices. We found Eight Success Criteria for Facebook pagemarketing that brands must follow, described below:

Figure 1: The Eight Success Criteria for Facebook Page Marketing


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Set Community Expectations

Clearly Articulate Expectations to Reduce Confusion and Abuse. Brands must clearly

articulate expectations, so fans will know how to best interact with the page. First, describewhat fans can expect from the brand: from deals, tips, support, or just news and information.

Second, brands must explain what they expect from fans, and define what is appropriateversus inappropriate and what content will be policed. By setting these expectations up front,brands can prevent some forms of abuse, maximizing the experience for fans. PostCommunity Guidelines, Terms of Use, or a Moderation Policy. LiveWorld advises brands topost these guidelines in a prominent area, so that if you need to take down inappropriatecomments, its clear to users why they were deleted.8

Provide Cohesive Branding

Create a Holistic Experience that Matches the Brand. This creates a familiar experience forfans, and differentiates a brands page from other brands. The limited customization featuresof Facebook pages should not deter brands.

As a first step, brands must complete their profile information, and upload branded logos,maximizing the real estate that Facebook pages allow in profile pictures. This creates a familiarentry point for new visitors. For a more powerful experience beyond the limited defaultfeatures, create custom applications or tabs that resonate with your theme. The CommunityRoundtable reminds brands to design and designate custom landing pages.9 New visitors willrecognize the brand experience they have come to know and expect.

Be Up To Date

Keep Interaction High with Fresh, Timely Content. New visitors want to know that thebrand is present, while existing followers need a reason to stay engaged. Brands canaccomplish both of these by keeping their pages current and consistently adding freshcontent. In this conversational medium, its appropriate for brands to reflect the usage patternsof their active community.

To do this, Vitrue advises brands to create a content calendar. This ensure[s] you have theright mix of conversational and promotional posts, and you are keeping the content fresh for

your fans.10 Post content following the 80/20 rule: 80% of content should be informational,educational, or have entertainment value. Only 20% of content should be specifically about thebrands product or services.


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Live Authenticity

Build Trust by Personalizing Interactions with a Human Touch. Facebook is unique from

other social networks in that it requires users to provide their real names, providing authenticpeople-to-people connections. As a result, brands should follow suit so fans connect to thepeople behind the brand.

Posts should be written in first person, using a conversational tone. Brands that enable fans tohave conversations with actual page administrators have the best chance at creating deeperrelationships and brand loyalty. Do this by displaying administrator names or photos, orinviting page administrators to add signatures to their posts.

Shiv Singh of PepsiCo notes the importance of real, authentic people speaking on behalf ofyour brand for you online. If I don't know who's doing the talking it'll feel even more like amicrosite experience than a Facebook one.11

Participate in Dialog

Connect with Customers by Fostering Two-Way Dialog. Brands must engage with fans inthe manner which they are already accustomed. Two-way dialog spurs interaction, trust, andthe spread of information.

To foster two-way dialog, interact heavily with fans in existing discussions and create yourown. When fans comment, acknowledge them. Stoke dialog by reward[ing] the individual forparticipation and publicly thank[ing] them for being a fan, suggests Olgivys 360 DigitalInfluence.12 Resist the temptation to flood the Facebook wall with canned marketing messagesthat will cause fans to tune out your messages (Lithium).13

Remember, direct conversations with consumers cascade to their network. Each time a fancomments on a brands Facebook page, that interaction is be shared with an average of 130friends. 14

Enable Peer-To-Peer Interactions

Be Efficient and Enable the Crowds Help. Customers are already talking to each other brands should enable this natural behavior. Harnessing the crowds energy helps reduce costs

and improves the experience for fans.

Start by creating an environment that encourages peer-to-peer interactions ask fans torespond to each other, showcase fan contributions, and recognize top contributors onFacebooks wall. Take this engagement to the next level by enabling Facebooks defaultdiscussion board features. Participate in these discussions and feature customers topquestions and answers.15 A full-fledged question and answer application and community, with


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a moderator and recognition features, leverages the crowd to support itself. Keep in mind:Providing positive peer-to-peer experience requires a community policy, as well as trainedcommunity managers who are ready to monitor in real time.

Foster Advocacy

Foster Word of Mouth the Holy Grail of Marketing. Prospects trust customers more thanthey trust brands, so promoting advocacy is an essential strategy. Because customer toprospect recommendations often occurs organically, its also a lower cost channel.

Start by simply asking existing fans to suggest the page to others or like a wall post (WildfireInteractive).16 Take it to the next level by encouraging fans to do something on the page that isworth sharing with their Facebook friends, e.g. voting on something, sounding off onsomething, sharing videos or photos, says KickApps.17 Get creative with custom tabs andapplications by tapping into contests, polls, submissions and other means of self-expression

that encourage members to invite and involve their friends.

Advocacy is the most difficult of all marketing objectives because brands dont have direct

control over fans. Think of a Facebook page as a platform to enable your community to tell theirstory to their friends give them value, and reasons to share.

Solicit A Call To Action

Bring it Back to Business and Provide a Succinct Next Step. Many brands fail to deliversimple call to actions that lead fans from engagement to purchase. The idea is to eventuallysell more of ones product. Period, reminds Digital Evolution Group.18

Start with simple, yet immediate call to actions on your landing page and wall page. Ask fansto Like your page, sign up for emails or newsletters, and most importantly, give themopportunities to get to your core products (LiveWorld).19 The latter need not be pushy lead new visitors and existing fans to custom tabs where they can view exclusive deals,browse products, and make a transaction. Also, before you integrate existing e-commerceexperiences or request a call to action, ensure your efforts are aligned with the expectations ofthe community earn their trust first by following the previous Success Criteria.

Brands Fail to Reach Maturity by Not Leveraging

Social Features

We selected 30 brands across six industries, and put them to the test by comparing andgrading their Facebook page efforts. In our heuristic evaluation using the 8 Success Criteriafor Facebook Page Marketing, we found that brands suffered at setting expectations, peerto-


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peer interactions, advocacy, and call to action. Despite the let downs, companies were strongat branding and keeping their pages up to date. Below, we highlight key findings from gradingbrands on the Eight Success Criteria:

Figure 2: Maturity Index: Brands Fail to Reach Facebook Page Maturity


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The retail industry leads, while luxury hotels and regulated industries lag.

Not all industries perform equally. Our research found that industries that have direct

relationships with their customers demonstrated similar success in social networking channels.Brands in the Retail industry had the higher average at 3.38, with Consumer Products andGoods not far behind at 3.26. Industries with communication limitations such as regulatedindustries such as Energy and Banking fared worse, scoring 2.74. Ironically, brands focusedon real-world hospitality didnt live up to their capabilities we found that Luxury Hotelsperformed poorly at an average of 2.53.

Figure 3: Overall Scores for Facebook Page Marketing, by Industry


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Most brands dont set expectations, risking community backlash.

Success Criterion 1: Set Community Expectations

Average Score: 2.08 out of 5.00

Although simple to implement, most brands overlooked this key success criterion. Wechecked wall pages, profile pages and custom tabs and found that only eight out of 30brands articulated the purpose of their Facebook page and appropriate and allowable fanbehaviors.

For example, none of the five retail brands in our evaluation scored above 2.00, ignoring thereal possibility of a community backlash. In particular, we noted that fans of Sears Facebookpage do not know if the company is responding to all customer issues. We read angrycomments, yet the brand was inconsistent in its responses reaching out to certain fans overothers. Without clarifying the purpose of the page and its rules of engagement, fans who do

not receive responses will feel alienated.

Figure 4: Sears responds inconsistently, addressing some fans but not others.

Sears responds to some fans and not others. Without clarifying its rules of engagement, somefans may feel alienated.


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Not surprisingly, we found that brands under fire BP, Chevron, and Toyota scored high, at5.00, 5.00, and 4.00 respectively. On its Commenting tab, BP clearly states that it: createdthis Facebook page to engage the public in an informative conversation, reserving the right todisallow comments that it considers in appropriate. In its Community Guidelines, Chevronsays that though it supports "lively, open discussion, we reserve the right to delete commentsat our discretion. Toyota asks fans to keep the Toyota USA page one that all our fans willLike on its wall page.

Surprisingly, Nestle still had not added comment or moderation guidelines, despite its recentbrandjacking by Greenpeace and other activists.20

Figure 5: Chevron sets expectations with Community Guidelines and a few simple

rules.

If a groundswell breaks, Chevron can choose to remove comments at its discretion and refer fans

back to these guidelines.

These simple measures can save headaches later on. Because Fidelity Investments, Intel, andAXE have clearly articulated expectations, all scoring a high of 5.00, they set the tone for theirpages improving first impressions and fan satisfaction.

Brands differentiate their Facebook pages and extend the brand

experience.

Success Criterion 2: Provide Cohesive Branding

Average score: 3.90 out of 5.00

Facebook pages have become an extension of brand experiences online. We checked forlogos, completed profile pages, and custom tabs with consistent branding. Our evaluationrevealed that most brands scored high on branding their Facebook pages, averaging 3.90 ofout of 5.00 points across industries. Retail, Auto, and Consumer Products and Goods didparticularly well, achieving Maturity by scoring at least a 4.00.


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For example, Four Seasons and BMW USA direct new visitors to branded landing pages,reflecting their luxury experiences within Facebook. Sears makes the most of profile picturereal estate by uploading a banner logo with promotional information. These brands optimizewithin Facebooks limited customization features to differentiate their pages and welcome newvisitors with a familiar look and feel.

Figure 6 and 7: Four Seasons and BMW USA welcome new visitors with branded landing

pages.

Four Seasons and BMW USA directs new visitors to branded landing pages on their Facebook

pages, immediately establishing a familiar experience for customers.


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Sears optimizes its profile picture with a banner logo, distinguishing its page from other brands.

Brands post frequently with fresh content.

Success Criterion 3: Be Up To Date


Brands succeeded at reflecting the usage patterns of their fans, keeping their pages up to datewith fresh content. All 30 brands had updated their pages within the last two weeks, a standardwhich we consider a minimum. In fact, more than two thirds of brands (21 out of 30) hadupdated their pages within the last 24 hours.

Discounting one outlier, we found brands posting an average of nearly one post per day, or27.1 posts during the month of June. On the high end, Ford posted to its wall 86 times inJune, AXE posted 67 times, and BMW USA posted 63 times. On the low end, W Hotels postedto its wall just four times in June, while Old Spice and Nestle posted seven (Old Spices viralcampaign started in July).

Brands lack authenticity, reducing the opportunity for deeper engagement

and trust.

Success Criterion 4: Live Authenticity



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By connecting with fans through natural conversation and acknowledging the team behind thepage, brands stand to gain trust and deeper engagement. We checked for wall posts writtenin the first person and in a sufficiently conversational tone; and then looked for names, photos,or signatures by page administrators. Disappointingly, we found that few brands revealed theidentities of the people who manage their Facebook pages, preferring to keep the interactionbetween fan-company over person-to-person.

We found only one company that did well demonstrating authenticity each wall post fromAXE is signed by JenniewithAxe and a custom tab includes Jennies photo and biography.Some responses from Sears, GM, Four Seasons, and SAP also included the names of thepage administrator.

BP, Chevron, and Nestle, all brands under fire, scored lowest at 1.00 or 1.50 for Authenticity.

Figure 8 and 9: AXE fans engage, knowing that theyre talking to JenniewithAXE.

AXE fans know who they are talking with, leading to deeper engagement and trust over time.


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When it comes to two-way communication and dialog, brands talk at their

fans not with them.

Success Criterion 5: Participate in Dialog


Dialog between users is a key behavior in Facebook to yield deeper engagement, brandsshould follow suit. We checked a sample of posts within the month of June to see if brandswere initiating dialog and responding to comments, as well as furthering discussions withback-and-forth dialog. Only half of brands (16 of 30) reached a score of 4.00 or Maturity forparticipating in Dialog. The lowest scoring brands were BP, Chevron, Xerox, and Nestle; whileon average Retail, Auto, and Consumer Products and Goods scored higher (3.80, 3.60, and3.20 respectively).

SAP was one of two brands that scored 5.00, by responding substantively to wall commentsand questions in its discussion board. Other brands also demonstrate participation in dialog:Macys and Toyota USA comment on photos uploaded by fans; Walmart, Fidelity Investmentsand General Motors respond to some fan comments. These brands demonstrate commitmentto fan interaction, and will benefit from the subsequent spread of discussion.

Figure 10 and 11: SAP regularly responds to wall posts, while Macys comments on

photos uploaded by fans.

Through substantive two-way dialog, SAP increases fan engagement. Also, take notice of a real

signature from a member of SAPs social media team, Brian Ellefritz.


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Macys invites fans to upload photos, then recognizes contributions with a friendly comment.

Brands fall flat by muffling their own customers and miss out on

leveraging the crowd.

Success Criterion 6: Enable Peer-to-Peer Interactions


By facilitating peer-to-peer interactions, brands can maximize efficiency by allowing fans to dothe work for them. Here, we looked for explicit encouragement of peer-to-peer interactionsthrough wall posts, applications, or discussion boards. We found that brands failed miserably,achieving only 2.03, the lowest average of all our Success Criteria. Half of brands (15 out of30) made no efforts to facilitate peer-to-peer interactions at all, scoring only a 1.00.

Here, our best case example is from Pampers, which scored a 4.0 for facilitating peer-to-peerinteraction. Not only does it enable and participate in a discussion board, Pampers bringsquestions from its discussion boards onto its wall, soliciting additional answers from fans andpropagating further interaction. Pampers also doesnt shy away from criticism of its newdiapers,21 tackling discussions head on in its discussion board.22


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Figure 12: Pampers posts fan questions to its wall and solicits further help.

Peer-to-peer interaction isnt limited to its discussion board Pampers encourages additional

peer support by posting questions to its wall, for all fans to respond.

Brands dont empower fans to speak on behalf of the brand failing to

activate positive word of mouth.

Success Criterion 7: Foster Advocacy


Facebook enables brands to activate word of mouth by allowing fans to share with each other.Unfortunately, we found that this is another area in which brands are severely lacking,averaging 2.27. We looked for simple requests for fans to spread the word, or custom

applications that entice fans to participate and share interactions on their own walls. We foundfew examples.

Brands in Regulated Industries, Luxury Hotels, and Tech B2B fared the worse, at 1.40, 1.60,1.80 respectively. Only nine brands reached a score of 4.00 or Maturity, achieved byencouraging fans to share their brand enthusiasm. These were Macys, Target, Kohls, Honda,Toyota, Four Seasons, Cisco, Old Spice, and Pampers.


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Figure 13: KohlsRaise Your Receipt Contestasks fans to share their story with others.

Kohls custom application encourages fans to share savings stories with friends by posting

comments to their own walls.


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Figure 14 and 15: Old Spice captivates audiences with its commercials, then cleverly

integrates the campaign on its Facebook page.

Old Spice hits the jackpot by creating content that fans actually want to share with their friends.

More recently, it created dozens of video responses to actual fans on Facebook and other social

media properties.

Beyond engagement and word of mouth, few brands deliver call to actions

that result in actual transactions.

Success Criterion 8: Solicit a Call to Action


Like all investments, Facebook page marketing should yield positive returns for brands. Withfans opting in, brands should not only engage, but advance members closer to the brand. Wefound that brands are hesitant to leverage business opportunities, scoring an average of 2.45in call to action. We looked at simple call to actions that increase brand engagement, for

example, signing up for newsletters or discounts, to making an actual purchase from a customapplication.

Highly consumer-focused industries like Luxury Hotels and Consumer Products and Goods, inparticular, are missing opportunities to deliver call to actions (scoring at 2.00 and 1.80,respectively). On the other hand, the Retail industry demonstrates some success Macys,Target, and Kohls all scored at least a 4.00. On the Target page, fans can order and print


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Facebook photos right from its page wall. Kohls fans can purchase gift cards, and sign up forwedding registries.

Figure 16: Targets Facebook page photo application allows fans to order and print

Facebook photos.

With Targets custom photo application, fans can make a transaction without ever leaving

Facebook.

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Recommendations

As brands rush head first into social marketing, they often lack a long-term plan or vision. Toprepare for this new medium, brands must follow these best practices:

Put aside your read-only playbook and tap into two-way social marketing. Marketersmust put down the one-way directional marketing playbook and tap into the two-waybehaviors of social networks. The 30 brands we reviewed averaged a meager 2.03 out of 5.00points in encouraging peer-to-peer interactions. Brands that want to enter this spacecautiously can start with simple built-in features; for example, using Facebook Events topromote physical meetings also results in word of mouth and community interaction(Spredfast).23 Sophisticated brands will use a combination of traditional interactive marketingto retain existing fans, and social marketing to attract new ones.

Bolster your Facebook pages with applications from third parties. Default Facebook

features are limited in advanced functionality. Instead, add features from third partyapplications that enhance interactions, discussions, or utility. While Facebook pages are greatfor obtaining and engaging fans, they are limited in the ability to conduct call to action: Iflooking for conversion or lead generation, custom applications should be considered.24 Wesought input on custom applications from vendors such as Buddy Media, Context Optional,Involver, RockYou, and Wildfire Interactive.

Connect the Facebook experience with existing efforts, like your corporate website.

Customers want to connect to their friends on Facebook and beyond. As you becomeadvanced, you must integrate Facebook features into your corporate website, providingopportunities for instant engagement and word of mouth. However, dont foolishly send awayyour hard-earned traffic to Facebook without a strategy. Instead, aggregate Facebook

discussions right on your corporate website by using vendors such as Janrain and Gigya, whospecialize in managing social network logins.25

Measure and analyze based on business goals not by fans or likes. Dont approachany new effort without gauging your investment. While the natural reaction is to measureinteraction and number of fans or likes, brands must measure based on business goals likeword of mouth, increased satisfaction, or increased traffic to e-commerce applications. Getactionable use real KPI formulas by referencing Altimeter Groups research on SocialMarketing Analytics.26

Reduce Risk: Use this scorecard as your long-term roadmap. Use these Eight SuccessCriteria as a roadmap for your own Facebook page efforts. Benchmark your efforts eachquarter and demonstrate increased improvements. Next, conduct the same benchmarks foryour competitors and track their performance. Request that your agency partners use theseEight Success Criteria as a standardized method to gauge the impact of your efforts. Wereceived best practices content from agencies like AKQA, Edelman Digital, Horn Group, Ogilvy,and Razorfish.


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Appendix

Methodology and Scope

Altimeter Group conducted research from technology vendors, agencies, and brands; andinitiated our own conversations about Facebook page marketing best practices.27

Based on these findings, we developed a scorecard of Eight Success Criteria for FacebookPage Marketing, and used these criteria to conduct a heuristic evaluation of 30 brands.

Brands for this study were selected by taking an inventory of Fortune 500 brands, filtering forFacebook presence, and segmenting into industry categories. Because companies shouldapproach Facebook with a long-term approach, we only selected brands that demonstratedongoing relationships not short-term Facebook page campaigns.

To score brands, we reviewed wall posts for the month of June 2010, as well as default andcustom tabs and applications. We checked a minimum of five wall post threads in-depth, todetermine whether brands were responding to fans.

This study was focused on Facebook Pages only, and did not take into account Facebookadvertising offerings, groups, community pages, or other features. Expect Altimeter Group toconduct further research on the integration of social technologies into corporate websites infuture research.

Get the Quantitative Scorecard: Altimeter Group Advisory Services

Dont approach your Facebook page without a strategy. Use Altimeter Groups quantitativescorecard to evaluate or develop a roadmap your Facebook efforts. To learn more about ourresearch-based advisory services, please contact Jeremiah Owyang [email protected].


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Endnotes

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1 Engagement on Social Networks Top Priority for Marketers, eMarketer, January 26, 2010

(http://www.emarketer.com/Article.aspx?R=1007479)2 Mark Zuckerberg, 500 Million Stories, The Facebook Blog, July 21, 2010(http://blog.facebook.com/blog.php?post=409753352130)

3 Facebook Press Room, Retrieved July 21, 2010(http://www.facebook.com/press/info.php?statistics)

4 Ben Parr, Facebook Is the Webs Ultimate Timesink, Mashable, February 2010(http://mashable.com/2010/02/16/facebook-nielsen-stats)

5 Friending The Social Consumer, Nielsen Wire, June 16, 2010

(http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer)

6 Social Fans More Likely to Buy, eMarketer, March 16, 2010(http://www.emarketer.com/Article.aspx?R=1007568)

7 Andy Beal, 70% of Companies Plan to Spend More on Twitter & Facebook Marketing,Marketing Pilgrim, February 4, 2010 (http://www.marketingpilgrim.com/2010/02/70-of-companies-plan-to-spend-more-on-twitter-facebook-marketing.html)

8 From document provided to Altimeter Group: Facebook Opportunities and Best Practices,LiveWorld, July 7, 2010

9 From document provided to Altimeter Group: Roundtable Summary: Facebook Update -Community Pages and the 'Like' Button, The Community Roundtable, June 30, 2010

10 From document provided to Altimeter Group: Best Practices for Social Media Marketers:Publishing to Facebook, Vitrue, July 20, 2010

11 Shiv Singh, Facebook Microsite Syndrome. 10 Signs you have it today, Going Social Now,May 2, 2010 (http://www.goingsocialnow.com/2010/05/the-facebook-microsite-syndrom.php)

12 Facebook Bootcamp Redux: Creating A Conversation Calendar For Your Brand, Ogilvys360 Digital Influence, February 1, 2010 (http://blog.ogilvypr.com/2010/02/facebook-bootcamp-

redux-creating-a-converstation-calendar-for-your-brand)13From direct email to Altimeter Group, Lithium, July 13, 2010

14 Facebook Press Room, Retrieved July 21, 2010(http://www.facebook.com/press/info.php?statistics)


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15 LiveWorld Brings Online Customer Support to Brands Facebook Pages, LiveWorldNewsroom, July 7, 2010 (http://www.liveworld.com/news/press/100707.html)

16 6 Clever Tricks to Double the Effectiveness of Your Fan Page Status Updates! WildfireSocial Media Marketing Blog, June 2, 2010 (http://blog.wildfireapp.com/2010/06/02/6-clever-tricks-to-double-the-effectiveness-of-your-fan-page-status-updates)

17 From report provided to Altimeter Group: How can I leverage KickApps to enhance myFacebook presence? KickApps, July 12, 2010

18 From direct email to Altimeter Group, Digital Evolution Group, July 20, 2010

19 From document provided to Altimeter Group: Guidelines for a Successful FacebookBusiness Page, LiveWorld, July 7, 2010

20

Jeremiah Owyang, Crisis Planning: Prepare Your Company For Social Media Attacks, WebStrategy, March 22, 2010 (http://www.web-strategist.com/blog/2010/03/22/prepare-your-company-now-for-social-attacks)

21 Ellen Byron, Diaper Gripes Grow Louder for P&G, Wall Street Journal, May 14, 2010(http://online.wsj.com/article/NA_WSJ_PUB:SB10001424052748704635204575242521217158484.html)

22 From Pampers Facebook page discussion board: New Pampers are HORRIBLE! April 14,

2010 (http://www.facebook.com/topic.php?uid=89121585311&topic=13293)

23From direct email to Altimeter Group, Spredfast, July 13, 2010

24 From document provided to Altimeter Group: Roundtable Summary: Facebook Update -Community Pages and the 'Like' Button, The Community Roundtable, June 30, 2010

25 For example, Citysearch uses Janrain Engage to enable Facebook functionality on theirwebsite resulting in 94% of an average of 40 people to publish reviews back to their Facebookfriends resulting in a 300% increase in online registrations. Justin Smith, Social GameDeveloper Zynga Raises $29 Million Series B, Acquires YoVille, Inside Facebook, July 23,2008 (http://www.insidefacebook.com/2009/03/23/citysearch-each-item-shared-through-facebook-connect-generates-30-clicks)

26 Jeremiah Owyang, Slides and Recording: Social Marketing Analytics Research Findings,Web Strategy, June 10, 2010 (http://www.web-strategist.com/blog/2010/06/10/slides-and-recording-social-marketing-analytics-research-findings)

27 Jeremiah Owyang, Research and Webinar: Facebook Marketing Criteria for Success, WebStrategy, July 7, 2010 (http://www.web-strategist.com/blog/2010/07/06/research-and-webinar-facebook-marketing-criteria-for-success)


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About Us

Altimeter Group is a research-based advisory firm that helps companies and industries

leverage disruption to their advantage. We have four areas of focus: Leadership and

Management, Customer Strategy, Enterprise Strategy, and Innovation and Design.

About Jeremiah Owyang, Partner

Jeremiah Owyang (@jowyang) is a Partner with Altimeter Group. He focuses

onsocial business and disruptive technologies for customer strategies.

Previously, Jeremiah was a Senior Analyst at Forrester Research, Director of

Corporate Media Strategy at PodTech Network and Manager of Global Web

Marketing at Hitachi Data Systems. He writes the Web Strategy blog and is a

columnist at Forbes CMO Network.

About Christine Tran, Researcher

Christine Tran (@christineptran) is a Researcher with Altimeter Group. She

conducts research and analysis on customer strategies, focusing on how

brands can leverage emerging technologies to their advantage. Christine

blogs at christineptran.com.

About Alan Webber, Partner

Alan Webber (@AlanWebber) is a Partner with Altimeter Group. Alan analyzes

the impact of emerging technologies on government behavior and interactionsbetween government, citizens, and businesses. Previously, Alan was a

Principal Analyst at Forrester Research where he covered the B2B online and

social media space, usability, the user experience, and user based design

efforts. Alan has also led strategic planning, performance management,

eGovernment, and Web initiative efforts at the Department of the Interior and the National

Science Foundation. He writes the Ronin Research blog.

2010 Altimeter Group

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the 8 succes criteria for facebook page marketing

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