Webmarketing

July 2010

Giving people the power to share and make the world

more open and connected.

Timeline

2004• Feb

• Launched• March

• Standford, Columbia, Yale

• June• Palo Alto, CA

• Sept• Groups + Wall

• Dec• 1million users

2005• May

• 800 Colleges• August

• Facebook.com• September

• Highschools• October

• Photos• December

• 5.5 Million users

2006• May

• Networks• Dec

• 12 Million users• 2007

• May• 20 Million users

• Oct• 50 Million users

• Dec• Adds

2009• January• 150 million users• February

• 175 million users• April

• 200 million users• July

• 250 million users• September

• 300 million users• December

• 350 million users

Why does it matter ?

• More than 400 million active users (July 2010)• 50% of our active users log on to Facebook in any given day• More than 35 million users update their status each day• More than 55 million status updates posted each day• More than 2.5 billion photos uploaded to the site each month• More than 3.5 billion pieces of content (web links, news stories,

blog posts, notes, photo albums, etc.) shared each week• More than 3.5 million events created each month• More than 1.6 million active Pages on Facebook• More than 700,000 local businesses have active Pages on

Facebook• Pages have created more than 5.3 billion fans

Still not convinced ?

• Top Sites:1. Google

2. Facebook

3. YouTube

Personal Page

• Have you Googled yourself ?

• Your Personal Page is like a glimpse into someones Desk:– Pictures– Interest– Hobbies

What to have… What not to have ?

• Interest:– Computing – Cyberspace

• Family– 3 kids

• French Interest

If you dont want someone to see it….

DONT UPLOAD IT !

Basic Steps

• Expand your Network– Search & Link with friends– Search & Link for friends of friends– Search & Link to Groups– Search & Link to Events

SEARCH & LINK

Guerrilla Marketing Tools

• Profile Page• Groups• Pages• Events• Notes and Photos• Messages• Marketplace• Share / Posted Items• Networks• Mini Feed and News Feed

Groups & Fan Pages

• Groups are the oldest in Facebook

• Fan pages were launched in 2007

• Identify already existing groups

• Take ownership of your message or brand

• Listen & Speak up…

Groups

• Smaller platforms– May be for shorter term goals

• You can make them “secret”• You need “Admins”• Members can “invite” other members• Only groups under 5,000 members

can send email blasts

Groups

• Groups will have a message

• They are an extension of your personal profile

Facebook Pages

Overview• A Facebook Page is a customizable presence for an organization,

product, or public personality to join the conversation with Facebook users. The Page focuses on the stream of content posted by the Page administrators.

Pages

• You “like” pages• You “join” groups• Brands and famous artists• Pages can host applications.

Pages• Pages are indexed by external

search engines such as Google, just like a public profile.

• Pages don’t show “administration”, again, making them less personal.

• No limits for “likes”

Engage and Discuss

Some more Pages Features

• You have no member limit• You can add a friendly url / username

– After 25 fans• Easily customizable with apps / HTML• PAGE INSIGHTS !

Extra Info

• How many comments Fans make on your posts

• Track how many Facebook users start and stop viewing yourposts in News Feed.

Fan Page

– What do you want your customers to know ?

• What should you add ?

Events

• Get the word out ! – Meetings– Promotions– Sales– Discounts

• Leverage Network effect

• Offer a plus to the network

Raul Hernandez Arthur

Posted Items

• Messages• Wall• Links

• Videos• Feed• Marketplace

Average user clicks the Like button on 9 pieces of content each monthAverage user writes 25 comments on Facebook content each monthAverage user becomes a fan of 2 Pages each monthAverage user is invited to 3 events per monthAverage user is a member of 12 groups

# 1 Social Media enemy is SPAM… why ? Because people can VERY EASILY block you and spread the word !

Spam alert !

Photos, Notes & Videos

• Tagging is the name of the game !

Targeted Ads

Do it yourself !

• Who are you going against ?

• Where to link ? • What to ask ?• Picture ? • Text ?

Targeted Ads

• Its a Balance !– Location– Keywords– Network– Sex– Age– Education– Political View– Relationship Status

• Estimated Target audience

How to Pay ?

• You can set the limit• Pay per Click• Pay per Impressions

What is the difference between CPC and CPM?

• Cost per Click (CPC) – allows you to specify a certain amount that you are willing

to pay each time a user actually clicks on your ad.

• Cost per Mile–  Pay for Views advertising allows you to specify how much

you are willing to pay for 1000 views (or impressions) of your ad.

Which method should I choose?

• What is more important to you ?

WHAT IS YOUR OBJECTIVE ! • CPC indicates:

– You want to drive people to your site– You want to control the price of each click– Call to Action !

• CPM indicates:– raise awareness of brand or company

Select Keywords

• https://adwords.google.com/

Success Case

• CM Photographic – 12 Months– $ 40,000 Revenue– $ 600 Investment– 60% were qualified leads

Polls

• Ask around !

– Have a plan– Be precise– Take Actions– Respond

Activity

• How would you start a campaign ? • Define target audience • Define add• Include image• Aim at a specific demographic• Where would you linked them and why ?

Tools for Application Developers

• Mini Feed• News Feed• Invitations• Facebook Notifications• Email Notifications• Application Directory

Feed

• This is where it starts to get interesting !• Free vs. Payed

– Join Group– RSVP– Become FAN– Share Photo– Tag Video– Write Note– Update Status

Types of pages

Does your social class determine your online social network?

• 23 %of Facebook users earn > $100,000 a year– more than 16 percent of MySpace users.

• 37 %of MySpace members earn less than $50,000 annually, – compared with about 28 percent of Facebook users.