the evolution of facebook marketing
DESCRIPTION
From dorm room to board room, Facebook has evolved into the world's biggest brand marketing platform. Learn how Facebook's continuing evolution impacts your brand and learn best practices that you can immediately put into practice.TRANSCRIPT
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The Evolution of Facebook Marketing
We’ll begin shortly…
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#IgniteFBM
Jim TobinFounder, PresidentIgnite Social Media@jtobin
Erica McClennySr. Vice President, Client Services
Expion@EricaMcClenny
Who’s presenting?
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Expion Plug
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Details
• Jim & Erica will lead Q&A at the end of the call.• Tag your tweets with #IgniteFBM.• We’ll send an email follow up with the deck,
recording, and whitepaper.
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Facebook began in a dorm room and is now one of the most valuable tools in the marketing playbook
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Where Were We?
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Groups
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Brand Pages
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Landing Tabs
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Timeline
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Where We Are Today
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1.) Audience Interaction
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The introduction of new features like Facebook’s EdgeRank and News Feed drove brands to focus on quality content.
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Quality Content Examples
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1.) Audience Interaction
76% Lift
28% Lift
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6x More Pages
2x More Pages
1.) Audience Interaction
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1.) Audience Interaction
55% Lift No
Lift
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2.) Generating Reach
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Organic Reach
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25k Shares120k New Fans
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2.) Organic Reach
• Communicate a clear call to action.• Focus on the “I” – as in “Why should I share this?”• Make a person seem smarter, funny, etc.• Create an incentive to share.• Generate a conversation.• Share helpful content.
To optimize organic reach:
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Paid Reach
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Facebook Ad Revenue is Growing Quickly
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Ads More Expensive, Less Effective
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37k Clicks13k Tab Views
10k New Fans
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To optimize paid reach:
Paid Reach
1. Use dark posts2. Segment your promoted posts3. Remember 20% rule4. Use in conjunction with other strategies
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3.) Mobile Marketing
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Fans are spending less time in front of their computers and more time on their mobile devices
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Facebook isn’t there yet…
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Hungry For Mobile Ad Revenue
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Impact of Facebook Home?
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Is Facebook Too Aggressive?
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3.) Mobile Marketing
• Facebook continues to invest in mobile.• Mobile investments create targeted
marketing opportunities for brands.• Facebook Home creates a persistent
brand presence on the home screen.
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Where is Facebook Marketing Headed?
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Parent-ChildGlobal, Local,
Product
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Parent-Child: Global footprints
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Parent-Child: Local footprints
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Graph Search Impacts
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Nearby Search
Graph Search feed local map and friends who’ve been
there or talking about those brands
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Fragmentation
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Has Facebook Peaked?
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In Summary
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3 Keys to Evolutionary Success
1. Earned > Paid2. Assume Mobile3. Invest In Content.
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Thank you for attending!
Tweet your questions @ignitesma.