26.12.2012

1. Social Media
Marketing
MIT Forum
-Confidential-

2. FTBpro’s Sports Media Platform
Interactive Apps
Rich Media UGC
Social Communities

3. What We’ve Done in Marketing
 Not hired a VP Marketing
 Not released a single PR
 Not appeared on Tech Crunch
 Not prepared a marketing plan
 Gained over 90% of our ‘seed stage’ users through SNs
Traffic Sources (first 6 months)
search, 4% other, 2%
twitter, 9%
facebook, 85%

4. Online Marketing Methods
Performance Marketing:
- Pay for concrete actions such as CPC, CPM, CPA, CPL
- Mainly through paid search and banner ads
Search Engine Marketing:
- Unpaid organic traffic driven by keyword search
- Requires extensive technology and content optimization
Social Media Marketing:
- Less action oriented, geared to community building
- Captures on and off site engagement mechanisms

5. Social Media Marketing: FB Campaigns
Target users by country, age, gender, relationship status,
education and interests

6. Campaign Users to FB Likes or Site Sign-Ups?
VS.

7. Community Building: FB before Site
 Takes months to release a Site, moments a FB page
 In the meantime, get to know your community
 And, start testing features with active users (agile)
 FB page community grows itself via viral engagement
 One paid FB like provides dozens of Site sign-up opportunities
CPC campaigns Gain likes on Engage likes Convert FB likes
on FB FB pages until Site is on to Site users

8. How We Gained Millions of Users from FB
 Break down audience to homogeneous sub-communities
 Identify areas where advertisers still tied to google
 Campaign when ad agencies finish work and go home
 Reach out when your target audience is in a good mood
 Use short creative, compelling photos, call for action
 Customize FB feed engagement for each sub-community
 Start converting to Site only when users are familiar with you
Identify sub- Optimize like Customize feed Convert to
communities campaigns engagement Site sign-ups

9. (No) Mobile Marketing
 Over 35% of our traffic (millions of monthly UV) via mobile
 All mobile web, we’ve yet to launch native apps
 Zero marketing budget allocated to mobile
 The ‘Secret’: ride the world’s #1 mobile app…
FTBpro UGC Mobile Users
FTBpro Web Facebook Native App FTBpro Mobile

10. Challenges with FB Advertising
 The company is under post-IPO pressure to grow ad revenues
 More advertisers shifting to social media platforms
 More users consume FB via mobile, where ads underperform
 FB feed becoming spamy, lower posting efficiency
 FB like to Site user sign-up conversion requires perfection
 Yet sill cheaper, faster, more effective to start building and
engaging your user community on FB

11. Other Social Networks
Started beta with selected advertisers
Follower 2-3 times more expensive than FB like
Oriented to external content consumption
Less relevant to mass audiences
Decent source for power users across many categories
Mostly untapped by competing advertisers
Unsuccessful network, sluggish user acquisition
Interesting equivalents to facebook pages
Potentially synergetic to google SEO

12. Thank You
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