kistner

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner #mpsmis

THE 5 DON’TS OF FACEBOOK MARKETING


1. DON’T FOCUS ON FAN ACQUISITION

Quality engagement and content will increase fans


75%

59%

49%

Friend

Search

Brand Invite/Ad

What drives people to fan?


FANS ARE CUSTOMERS

LOOKING FOR DEALS,

NEWS & COMMUNITY

Existing customers

84%

Want exclusive offers & benefits

83%

Will recommend to a friend

92%


Engagement brings fans

Engagement

Total Fans


2. DON’T THINK OF YOUR WALL AS TWITTER OR A BLOG

Casual, conversational content works better in Facebook


The average user only sees

5%of all posts that could appear in their feed

The truth about wall posts


Posts are filtered by EdgeRank


339K fans

High

Low

Engagement examples


768K fans

Engagement examples

High

Low


1.4M fans

Engagement examples

High

Low


3. DON’T MISS OUT ON ADVERTISING

Fans are the new email list and ads are the new email


Avg. CTR of ads to non-fans.05%Avg. CTR of ads to fans.35%

Cold targeting vs. fan targeting


Website

Facebook Assets

Landing page options


Tabs are here


Tabs make ideal landing pages


4. DON’T FORGET ABOUT YOUR WEBSITE

Site integration helps get more value out of Facebook


Like button on site


Creates a story


Discussion increases reach


Viral loop


And gives you fans to target with ads


5. DON’T LISTEN TO NAYSAYERS

Facebook is not going away


Social Networks 52%

Facebook 51%

Twitter

8%

Location

4%

THE USADOPTIONOF SOCIAL


Facebook is up, sites are down


24,500,000 1,800,000

FACEBOOK FANS SITE VISITORS (MO.)

33,660,000 270,000

22,800,000 290,000

10,400,000 325,000


Like search, social is splitting


• On demand• Directly measurable

value• Scalable• Familiar to

marketers

Paid social will dominate


QUESTIONS?Thank you!

kistner

Technology

fans

posts

ads

ctr