1. Facebook is No Longer Optional … It’s THE Marketing Channel Presented by: Michael Lazerow Chief Executive Officer, Buddy Media Web 2.0 Expo September 30, 2010

2. Welcome to the University of Web 2.0: Marine Biology 101 (mə′rēnbī′äl·ə·jē) - A branch of biology that deals with those living organisms which inhabit the sea. McGraw-Hill Dictionary of Scientific and Technical Terms, 6th edition

3. The copepod (a / k / a Plankton) 1 millimeter long! Copepod - photo by Uwe Kils

5. 108 feet long & 200 tons

6. Tongue weighs 3 tons

7. Heart weighs 1300 lbs

8. Speed of up to 35 MPH

9. Loudest mammals on earth with sounds heard 1000 miles awaySOURCE: Wikipedia

10. A mammal like no other SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/

11. A mammal like no other SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/

12. Fastest growing mammal Gains 30 pounds a day and doubles its size in the first six months of its life. SOURCE: http://animals.nationalgeographic.com/animals/blue-whale-interactive/

13. Sound familiar?

15. Gaining 30M new members monthly

16. 550M users worldwide

17. Half login daily

18. 700B minutes/month

20. 1% of time spent on the internet

21. US focused

22. Fed by $100M/year Microsoft ad dealFacebookPenetration: 2007 SOURCE: Hitwise, Facebook.com, Checkfacebook.com. August 2010.

24. $2B in sales

25. Rapid global expansion

26. Global marketing on one platform at scale for the first time!Current FacebookPenetration (% of online population) Russia: 4% Canada: 57% UK: 63% France: 47% US: 59% Spain: 40% Indonesia: 100% Chile: 85% Ecuador: 82% Columbia: 79% Australia: 54% South Africa: 67% SOURCE: ComscoreMediaMetrix, Hitwise, Facebook.com, Checkfacebook.com. August 2010.

27. August 2010: Facebook Overtakes Google in Time Spent

28. Watch out Google … no more smooth sailing SOURCE: http://cosmicbuddha.com/2010/07/whale-vs-sailboat-for-real/

29. So what?

30. Facebook is the single most important marketing channel the world has ever witnessed.

31. Ignoring it is no longer an option.

32. Facebook is not just another marketing channel.

33. Facebook is THE channel.

34. Two primary ways to use Facebook to grow your business. 20

36. Wall

37. Photos

38. Videos

39. Events

41. Power to the people – give them choices

42. Ask questions!

43. 9/30/2010 25 Grow fan acquisition by using existing audiences (email)

44. 9/30/2010 26 Drive conversions within Facebook

45. Global deployment: One unified Page, many country versions

46. Utilize “fan only” content to drive connections

47. Fan only content + UGC! (a / k / a 2006 meets 2010!)

48. Grow fan acquisition by using existing audiences (TV)

49. Replace your web site

50. Drive registrations and members!

51. 9/30/2010 33 Give people easy tools to share and distribute content

52. Connect with holidays and events

54. User registration

55. Server-side personalization

57. 37 Eventbrite: What are your friends doing?

58. 38 Rotten Tomatoes: What do your friends like?

59. 39 Amazon: What should you buy your friends?

60. How do I scale this? 40

61. 1) Strategy: Create your social calendar

63. Powerful content management system

64. Library of applications to engage and grow fanbase

65. Publishing tools for management and moderation of wall posts

66. Easy drag-and-drop interface to make it simple to make changes

67. No knowledge of FBML or FBJS required

68. Full rights provisioning and security settings to empower cross-organizational cooperation

70. 44 3) Track everything

72. An “owned” media network for your brand

73. Engagement

74. More traffic to your web sites

75. Revenue from ad and sponsorship sales and ecommerce

76. Always-on communication with “fans” – social CRM

77. Free branded impressions

79. NHL.com: Anatomy of success WALL Message Your Fan BaseDrive new fans by scheduling posts/updates to encourage likes, comments and shares TABS Scale Your Brand Create multiple tabs for brands, campaigns and projects Engage Your Audience Launch engaging, content-rich social “applets,” like quizzes, polls, sweeps and more Acquire New Fans Drive new fan growth through friend referrals and Newsfeed messaging

80. NHL.com: Anatomy of success SHARE LOGIN WITH FACEBOOK Give users a way to share content with their friends with one click. Give users a way to connect with your site using their Facebook credentials. LIKE BUTTON LIKE BOX Give users a way to “Like” content on your site and share it with their friends on Facebook. Give users a way to connect with your Facebook Page right from your web site.

81. NHL.com: Anatomy of success Viral engagement Viral traffic Viral traffic Viral engagement

82. The Branded Viral Loop

83. What does the “Like” button mean for the web? http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News

85. ABC News: +190%

86. Gawker: +200%

87. Global News: +390% (#2 source of traffic)

88. NBA: #2 source of traffic

89. Sporting News: +500%

90. TypePad: +200%SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News

92. Simply Hired: +2.2X more job searches, 52% more jobs viewed/search

93. NHL: +92% more articles read; 85% time spent on site; 86% video views

94. Dailymotion: 30k Likes per DaySOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News

96. What type of users like this article?

97. What are people liking and sharing the most/least?

98. Where are the users liking?SOURCE: Facebook, Sept. 28, 2010, Justin Osofsky. http://www.scribd.com/doc/38417113/Working-Together-to-Build-Social-News

99. Thank you! Crossed eyes! Michael Lazerow CEO, Buddy Media E: michael@buddymedia.com Twitter: @lazerow Email me to learn more about the Buddy Media Platform!