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Theme
Facebook marketing requires communicating, not
advertising
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Agenda

• What are the demographics of Facebook users?
• What are some best practices for brand marketing
  on Facebook?

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The demographics of Facebook

• 56.3 female
• 58.4 have some college education
• 14 are non-white
• 34 work as professionals, executives, sales,
  education, or technical
• 12 are full time students
• 12 have children under 16

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Facebook users have aged over the past year
Source Nielsen//NetRatings
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Facebook demographics best practices

• Anticipate that the demographics will change
  rapidly over the next 12-18 months
• Adjust your marketing plans and plan for
  flexibility
• Beware of relying on what worked yesterday,
  especially with fickle college students and
  newbie 35 users

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Agenda

• What are the demographics of Facebook users?
• What are some best practices for brand marketing
  on Facebook?

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Microsoft handles IAB standard ad sales
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Targeting beyond demos
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Facebooks News Feed Ads insert targeted messages
4-26 CTR for sponsored News Feed stories
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Facebook Flyers give self-service control
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Theme
Facebook marketing requires communicating, not
advertising
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Sponsored Groups

• Group page with customized navigation, look
  feel
• Usually includes a significant media buy to drive
  traffic to the sponsored group page
• Display ads and flyers
• Newsfeed targeting
• Costs usually in the six figures for a three
  month engagement
• Note that any company can set up a group for free

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Jeep treats social networks like another channel
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Misses a chance to create a unique community
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Victorias Secret also looks like an ad
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But the community is highly engaged
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Crest White Strips case study
Targeted 20 colleges Offered free concerts and
movie screenings Live chat facilitate
interactions Measured sales impact at nearby
stores
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Ernst Young engages in a conversation to
recruit college students
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Sponsored Groups best practices

• Understand how similar groups meet/dont meet
  needs already
• Create a unique experience that
• Enable discussion board, The Wall, photos, etc.
• Read and respond to comments
• Be transparent about your role and perspective

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Why applications on Facebook are different
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Because I know Dave, his review has context
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My colleague Peter Kim shares travel
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Application best practices

• Create useful apps that model what friends do
  naturally share info, experiences, and laughs
• Plan out how to make your app viral
• Get feedback from users once you launch

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Recommendations

• Facebook marketing is about communicating, not
  advertising so act appropriately
• Be a part of the Facebook experience
• More like content than advertising
• Tap into the reasons why friends share
• Listen, learn, and be ready to make mistakes

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Wal-Mart keeps trying kudos for effort
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Thank you
Charlene Li 1 650/581-3833 cli_at_forrester.com www.
forrester.com blogs.forrester.com/charleneli