Last Friday, Portland Advertising Federation held a luncheon called “Marketing in Facebook” and brought in special guest Kevin Tate from StepChange Group to talk about his agency, what marketers are doing, evolution of Facebook, possibilities and 0-60; marketers guide to making the most of Facebook. I will admit, my motivation for attending was to start networking with Portland but after 2 hours I was so psyched about the potential in “Marketing in Facebook!”
Below are a basic outline of my notes, sparknotes version:
Facebook Facts:
- 400 million active users
- 50% of active users log in daily
- 20 million users fan a page daily
- Average users spend 55+ minutes on Facebook daily
Facebook’s Mission: Give people power to share and make the world more open & connected. Their goal is to facilitate the connection to brand & consumers.
Key to success on Facebook is Presence, Activate, Amplify. Currently marketers are using custom tabs on fan pages to take the place of microsites and Facebook’s behavioral targeting is allowing brands to target specific people with ads based on their fan pages. For example Gold’s Gym wants their ads to appear on a person’s facebook page that is a fan of 24 Hour Fitness and Working Out.
In creating a social media campaign there are different areas or levels to incorporate: Wall Posts >> Custom Tabs >> Engagement Applications
- Expect to spend money on ads. (In comparison to traditional media it is low in cost and easy to start/stop)
- Use real estate right (Target fan page users)
- Plan beginning, middle and transition for campaign. (Example: What happens when the coupons run out or contest ends?)
- Integrate with other media
- Create amplifiers (What will make it so someone passes it along or posts it on their wall?)
- Build for lasting momentum
For great examples of brands using Facebook you can look at:
- Dunkin Donuts
- Best Buy
- Match.com
- Traveocity
- Gold’s Gym
Although Facebook just relaunched their homepage there are talks of upcoming adjustments as soon as 3 weeks away. I’m keeping it on the hush so I can pretend to be an insider but the changes will be great for marketers allowing for richer data and access to users.
