This presentation covers the latest Facebook platform updates and developments and discusses how to best leverage them for businesses. The presentation is skewed towards B2B but the ideas and tactics can be used for B2C as well. This deck covers: Approaching Facebook Facebook: Tactic or a Strategy? How Facebook Content Works Creative Uses of Facebook Leveraging Facebook’s Products Open Graph: Why it’s not so scary Paid Media Overview

1. Digital Workshop: A Review
of Facebook Developments
Adam Rosenberg, Account Supervisor
November 30, 2012
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2. What we’ll cover today…
• Approaching Facebook
• Facebook: Tactic or a Strategy?
• How Facebook Content Works
• Creative Uses of Facebook
• Leveraging Facebook’s Products
• Open Graph: Why it’s not so scary
• Paid Media Overview

3. Approaching Facebook
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4. Approaching Facebook
• Facebook is a business
• They don’t build in
response to request
• Their main product is
providing ads
• People are on Facebook to
look at babies
• Social context is our friend
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5. What are people doing on Facebook?
• People spend 40% of their time on the Facebook newsfeed
– Newsfeed is where people go to share most important updates
• 6% of brand’s fans engage with a brand’s content
– 1 super fan = 75 average fans
• 57% of Facebook users are mobile
• 70 billion pieces of content are shared each month
• Average user has 245 friends and is connected to 80 pages
– That user’s friends have an average of 359 friends
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6. Facebook and the rest of the Web
• 26% of social media referral traffic to web sites
• 41% of B2B companies on Facebook generate leads
• Nearly 10 million registered small businesses use Facebook
• Fans are 74% more likely to recommend a brand/Non-Fans are only
38% likely to do the same
• 58% of businesses see a drop in marketing costs
• 53.5 billion minutes spent per month

7. Guiding Principles to Facebook
• 3 things it CAN DO:
– Connect your brand with potential advocates
– Serve as a customer service tool
– Improve your search results
• 3 things it CAN’T DO:
– Make bad content more interesting
– Be simply a wire service
– Replace your web site

8. Facebook: Tactic or Strategy?
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9. Facebook: As a tactic within your strategy
Strategic Goal Facebook’s role
Building Advocacy Sourcing potential advocates
Crisis Management Monitoring hub, rapid response
Support Customer Service Responding to customer inquiries through
wall posts and private messaging
Promote Key Announcements Amplifying content with built-in share
functionality
Specific Audience Messaging Portal for targeting custom audiences

10. Building Advocacy on Facebook
• Fans tend to be actual FANS
• 90% of customers trust WoM
• Relationship building through
Facebook page
• Content geared at activating
current customers
• Identify “super fans” and most
active community members
• Spurs user-generated content

12. How Content Works on Facebook
• Facebook is driven by
relationships and interactions
• The best relationships take time
• Lightweight interactions (content
items) build a relationship
• Facebook gives you the tools to
create the most relevant content for
your audience

13. In the end, it’s about trust….
OR

14. Facebook Content Life Cycle
• A fan engages with a piece of
content and creates a STORY
• The STORY appears on the
newsfeed for friends of the fan
• A friend of the fan sees the STORY
and interacts with it
• Friend of fan engages with page
because of social context
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15. Engagement Model
OrganicReach Free Paid
Brand Page Posts Ads
User Stories Sponsored Stories
Viral Reach
Paid Reach

16. The challenge
• Facebook customizes content weight in newsfeed
based on each individual user
• A post is considered “fresh” for 3-7 days, but the
window for it to stretch organic reach is only 3-4 hours
• Only way to “tell” Facebook that a post is important is to
put money behind it
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17. What makes good Facebook content?
• Evokes an emotion
• Visual
• Relevant
• It’s not about you
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18. Example: Juniper Networks
• Election Day 2012
• Call to action and creative
visual
• Leveraged community love
for product to gain insights
• Celebrated the user

19. Creative Uses of Facebook
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20. Crisis Management and Facebook
• Conversation online spreads quickly
• Persistent monitoring
• Quick approval of response
language
• Work with PR teams to provide
insights on what’s driving reaction
• Create social media-friendly
response

21. Example: FedEx
• Disparaging viral video of
employee kicking package
• Constant monitoring only
increased
• Reached out directly to
customer
• Executive YouTube response
shared on Facebook
• Provided humility and easily
shareable statement

22. Customer Service is Core of Facebook
• Community issues and needs
• 95% of wall posts not answered
by brands
• Ranked comment feature draw
more attention to this
• Direct messaging function allows
private response to issues
• Example: KLM Airlines

23. Supporting Key Announcements
• Making messages “social friendly”
• Targeting current advocates as
driver for news
• Leveraging visual components
• Exclusive to Facebook
• Great for SEO
• Built-in share tools
• Example: Intel

24. Leveraging Facebook’s Products
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25. Think Globally…Global Pages
• Provide for a customized user
experience geographically
• Creates one URL
• Global Insights
• Customizable look and feel
• Good for brands with large global
footprint

26. Example: KitKat

27. Act Locally….Post Targeting
• Target individual posts by gender,
age, educational status, location
• Ability to localize messages
without decreasing content output
• Requires knowledge of community
• Must know which audiences will
get the biggest impact from content

28. Creating B2B Solutions
• Generate leads through
tabs/apps
• Gain feedback on individual
products
• Build an industry community
• Thought Leadership +
Networking
• Creating Open Graph apps

29. Generating Leads on Facebook
• Example: Distilled
• Apps and Tabs for sign ups
• Pins and stars to highlight lead generation content

30. Product Feedback on Facebook
• Example: Juniper Networks
• Using status updates to get
product feedback from the
community

31. Building an Industry Community
• Example: GE
• Making your page the go-to for
thought leadership and discussion

32. Thought Leadership + Networking
• Example: Google
• Announcements and connecting with community members

33. Open Graph: Why it’s not so scary
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34. What is “Open Graph?
• Open Graph = Collection of
all of your interactions overtime
with people, objects, etc.
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35. How Open Graph works
• A user adds your app to their
Timeline
• App specific actions are shared on
Facebook via the Graph API
• Actions are displayed throughout
Timeline, News Feed, and Ticker
• Experience becomes more
personalized based on actions taken
(regardless of whether or not they’re
shared publically)
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36. Why should you care?
• Facebook is putting an increasingly
heavy value in action-generating
apps
• Content is king, apps are creating
content
• Ability to grow on Facebook
doesn’t need to happen ON
Facebook
– Social plug-ins, like buttons, Facebook
Authentication, etc. all feed Open Graph
• Personalizes experience for user
• Create customer testimonial apps
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37. Paid Media Overview
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38. Putting Money Behind Messages
• Facebook Object (Like) Ads
– Designed to drive traffic to a Facebook
page, App, or Event
• Page Post Ads
– Promote individual pieces of content from
your page as ad copy
• Sponsored Stories
– Highlight actions of fans, encourage
participation
• Promoted Posts
– Promote individual page posts to fans
and friends of fans
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39. Sponsored Story
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40. Promoted Post
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41. Sponsored Results
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42. Sponsored Stories or Promoted Posts?
• Sponsored Stories
– Good for fan acquisition
– Only show up when there’s a
social context
• Promoted Posts
– Displayed in newsfeed
– Increase current post visibility
amongst fans
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43. Sample Scenario: Promoted Posts
• Anna attended a wedding and all of
her friends are posting about it
• Because of this engagement from
her friends, they will be shown in her
newsfeed
• As a result, a brand post may not
appear organically in her news feed
• By promoting the post, it will
appear higher in Anna’s news feed
than it would have organically
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44. Target to your heart’s content…
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45. Target to your heart’s content…
• Anyone: Shows ads to all
• People connected to your brand
• People not connected to your brand
• Advanced Targeting: People connected to specific brands
• Friends of Connections
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46. There’s lots to about Facebook
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47. Thank you!
Questions?
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