Presentation that shows what Facebook can do for your businness

1. for businesses
Laura Badea Pedro Nobre Guedes
Marcos Cadena Jorge Hurtado
Natalia Giraldo Audrey Mark

2. Demographics
DEMOGRAPHICS
Facebook´s social
Demographics for 2010
Demographics
INTRODUCTION
What can your business
do with Facebook
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits
ADD SCALE
Social Plugins
F-Connect
Online / Offline
Mobile
ADVERTISING
Premium & Marketplace Ads
source: http://awesomeinfographics.com/2011/08/facebook-versus-twitter-a-breakdown-of-2010-social-demographics/
Sponsored Stories
MEASURE
Insights
2011 - total number of users has risen to + 750 million.

3. Introduction
What can your business do with Facebook?
DEMOGRAPHICS
Demographics • Create a Fan Page.
INTRODUCTION
What can your business
do with Facebook?
• Communicate with fans by posting status updates, pictures,
Strategy articles, links, polls and videos.
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
• Grow your fan base ,leveraging your fans’ connections.
Building Community
Landing Page • Customize the look and feel of the fan page to match your
DRIVE ACTION
F-Commerce brand image.
F-Stores
Credits
• Get insights on what your fans are doing; how are they
ADD SCALE
reacting to your posts.
Social Plugins
F-Connect
Online / Offline • Promote your fan page on your website through social plugins.
Mobile
ADVERTISING
Premium & Marketplace Ads
• Let fans share your content with their social graph.
Sponsored Stories
MEASURE • Build a store inside your Fan Page, letting fans make a
Insights
purchase with a credit card or Facebook credits.

4. Introduction
Facebook Marketing Strategy
DEMOGRAPHICS
Demographics
INTRODUCTION
What can your business
do with Facebook?
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits
ADD SCALE
Social Plugins
F-Connect
Online / Offline
Mobile
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Insights

5. Business (Fan) Page vs Personal (Profile) Page
Fan Page Profile
Multiple Accounts X
DEMOGRAPHICS
Demographics Friends/Fans Size Limit X
INTRODUCTION
What can your business Age Restrictions X
do with Facebook
Strategy Geographic Restrictions X
BUSINESS VS PERSONAL
Fan Page vs Profile Page Language Restrictions X
BUILD & ENGAGE
Can Send Emails X
Building Community
Landing Page
Privacy Control X
DRIVE ACTION
F-Commerce Events X X
F-Stores
Credits
Suggestions X X
ADD SCALE Friends/Fans
X X
Social Plugins can post on Wall
F-Connect Can Control
X X
who posts on the Wall
Online / Offline
Mobile Create Ads X X
ADVERTISING
Targeted Ads X X
Premium & Marketplace Ads
Sponsored Stories
“Friend Endorsed” Ads X
MEASURE
Insights Update Newsfeed X X
Custom Landing Page X X

6. Strategy - Build & Engage
Building Community - increase number of Fans
DEMOGRAPHICS
Demographics How: Share relevant and quality content
INTRODUCTION
What can your business
do with Facebook • Frequency - Keeping content fresh without overwhelming
Strategy
community with information
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
• Content - Opportunity to share news, company
Building Community philosophy, tips, tools and other resources
Landing Page
DRIVE ACTION • Image - create a sense of community, make fans feel
F-Commerce
F-Stores
comfortable to share information and feedback
• Mixed Media - present content through different media
Credits
ADD SCALE
Social Plugins
e.g. articles, photos and video
F-Connect
Online / Offline
Mobile
• Import Content - From company website/blog or third-
ADVERTISING party resources
Premium & Marketplace Ads
Sponsored Stories • Promote participation
MEASURE
Insights
/ comments

7. Strategy - Build & Engage
Specialized Landing Page
DEMOGRAPHICS
• Helps strengthen Brand presence in Facebook —design is critical,
Demographics
INTRODUCTION fans are hard critics and competition for their attention is fierce
What can your business
do with Facebook • Impresses new visitors — visitors are nice, but fans are future
customers, and friends of friends
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page of future customers
BUILD & ENGAGE
Building Community • A call for action — Likes, sales and content
generation
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits
ADD SCALE
Social Plugins
F-Connect
Online / Offline
Mobile
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Insights

8. Strategy - Drive Action
Facebook Commerce (F-Commerce)
DEMOGRAPHICS E-commerce that is executed on or influenced by the Facebook platform
Demographics
INTRODUCTION
What can your business
do with Facebook
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits
ADD SCALE
Social Plugins
F-Connect
Online / Offline
Mobile
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Insights
• Average user is connected to 130 friends and 80 interest groups
• Average user makes his/her preferences public posting 90 content items per month
• Facebook users spend 700 billion minutes/month in this word-of-mouth environment

9. Strategy - Drive Action
Facebook Stores (F-store)
DEMOGRAPHICS Allows consumers to browse products, check availability and purchase
Demographics items without ever leaving Feacebook
INTRODUCTION
What can your business
do with Facebook
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits
ADD SCALE
Social Plugins
F-Connect
Online / Offline
Mobile
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories ASOS was Europe’s first fully integrated F-store Delta Airlines launched Delta Ticket
MEASURE allowing consumers to browse available Counter, allowing consumers to book and
Insights items and complete purchases directly on the pay for flights inside Facebook.
Facebook platform

10. Strategy - Drive Action
Facebook Credits
DEMOGRAPHICS Originally developed to be used to acquire virtual goods for games and
Demographics in-app virtual goods.
INTRODUCTION
What can your business
do with Facebook
• Offer brand integration in social gaming
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores Planting Seeds for Haiti - raised Planting Blueberries for Buy a cup of McDonald´s You can buy Virtual Money
$1.5M in 17 days Cascadian Farms McCafe and your farmer moves (Facebook Credits) in Walmart
Credits with twice the speed and Bestbuy
ADD SCALE
Social Plugins
• Allow payment for other services on brand pages
F-Connect
Online / Offline
Mobile
ADVERTISING Warner Bros streams movies on their
Premium & Marketplace Ads Facebook page for 30 credits ($3)
Sponsored Stories
MEASURE
Insights

11. Strategy - Add Scale
Facebook Social Plugins
DEMOGRAPHICS Allows to access friends´ Likes, comments and shared sites across the web
Demographics
INTRODUCTION
What can your business
do with Facebook Mechanisms for Social
Strategy Influence
BUSINESS VS PERSONAL
Fan Page vs Profile Page • Drive User Engagement
BUILD & ENGAGE
Building Community • Authenticate your
Landing Page
DRIVE ACTION
Applications with facebook
F-Commerce login
F-Stores
Credits • Track with Analytics like
ADD SCALE other KPIs
Social Plugins
F-Connect • Provided by Facebook
Online / Offline
- quick and seamless
Mobile
ADVERTISING
integration
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Insights

12. Strategy - Add Scale
Facebook Social Plugins - Facebook-enabled websites
DEMOGRAPHICS Traditional websites and e-commerce sites use Facebook integration
Demographics on their content and products. This allows users to share products and
INTRODUCTION
What can your business
information between their friends.
do with Facebook
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits
ADD SCALE
Social Plugins
F-Connect
Online / Offline • TripAdvisor.com helps a user pick a destination based on their friends´
Mobile
recommendations, making travel planning a social event.
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Insights
• On April 2010, Levi´s launched a service that allows shoppers to
browse friends´ “likes” by product category

13. Strategy - Add Scale
Facebook Connect - 3rd Party Login / Authentication
DEMOGRAPHICS Integrates a website´s registration with a user´s Facebook account. This
Demographics simplifies the traditional site registration system.
INTRODUCTION
What can your business
do with Facebook
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits • This graph shows the most popular online IDs users use to sign in
ADD SCALE
Social Plugins
around the web
F-Connect
Online / Offline
Mobile
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Insights
source: http://info.gigya.com/Identity.html

14. Strategy - Add Scale
Facebook Online/Offline integration
DEMOGRAPHICS Integrating Facebook in Brick-and-mortar retailers and events making the
Demographics physical turn virtual
INTRODUCTION
What can your business
do with Facebook
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
BUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits
ADD SCALE
Social Plugins
F-Connect
Online / Offline
Mobile
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Macy´s Magic Fitting Room
Insights a Facebook-connected virtual fitting room that allows customers to
share outfits they try out

15. Strategy - Add Scale
Facebook Mobile
DEMOGRAPHICS Over 20 million Facebook users access the platform through their
Demographics mobile devices.
INTRODUCTION
What can your business
do with Facebook
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
EBUILD & ENGAGE
Building Community
Landing Page
DRIVE ACTION
F-Commerce
F-Stores
Credits
ADD SCALE Facebook users can become a fan
Social Plugins
of a brand page by simply sending
F-Connect
Online / Offline
an SMS.
Mobile
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Insights

16. Strategy - Advertising
Facebook Premium/Marketplace Ads
DEMOGRAPHICS Located on Home Page and Profile Page — most valuable in terms of
Demographics engagement, time spent and quality.
INTRODUCTION
What can your business
do with Facebook Premium Key Features:
Strategy
BUSINESS VS PERSONAL • demographic targeting
Fan Page vs Profile Page
BUILD & ENGAGE • highest share of voice on the page
Building Community
Landing Page • guaranteed delivery present on the most highly
DRIVE ACTION
trafficked pages on Facebook
F-Commerce
F-Stores
• 6 possible Premium
Credits
ADD SCALE
Ad types
Social Plugins
F-Connect Marketplace Features:
Online / Offline
Mobile Same format as Premium
ADVERTISING Ads but:
Premium & Marketplace Ads
Sponsored Stories • does not appear in top
MEASURE
locations Home Page
Insights
and Profile Page
• no minimum value spent

17. Strategy - Advertising
Facebook Premium/Marketplace Ads
DEMOGRAPHICS Types of Premium Ads:
Demographics
INTRODUCTION • “Like” Ad - allows facebook users to see how many friends
What can your business
do with Facebook have “liked” the brand, driving user engagement.
Strategy
BUSINESS VS PERSONAL
Fan Page vs Profile Page
• Poll Ad - Allows brands to ask questions and offers
BUILD & ENGAGE
Building Community
immediate results, encourages interaction with users.
Landing Page
DRIVE ACTION
F-Commerce • Event Ad - Invite people to RSVP a sponsored event,
F-Stores
spreading the word through Friends who are attending.
Credits
ADD SCALE
Social Plugins
F-Connect • Sampling Ads - When a user click on this ad, he can choose
Online / Offline the product and confirm shipping information. Gets
Mobile
products to the hands of prospective customers.
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE • Video Comment Ad - Allows to show brand video and
Insights receive immediate feedback form users. Video plays in
center of the window with a darkened background.

18. Strategy - Advertising
Facebook Sponsored Stories
DEMOGRAPHICS Converts News Feed stories into ads, amplifying number of viewers of
Demographics initial story
INTRODUCTION
What can your business
do with Facebook How it works:
Strategy
BUSINESS VS PERSONAL 1. A user interacts with company´s brand page, application or website.
Fan Page vs Profile Page
BUILD & ENGAGE 2. A story is generated on the News Feed of friends of fans of the
Building Community
brand page. Due to the dynamic nature of the News Feed, the
Landing Page
DRIVE ACTION
story may or may not be seen by the friends.
F-Commerce
F-Stores
3. Sponsored Stories will increase visibility by showing these stories
Credits in the right column of the Facebook page.
ADD SCALE
Social Plugins
F-Connect
Online / Offline
Mobile
ADVERTISING
Premium & Marketplace Ads
Sponsored Stories
MEASURE
Insights

19. Strategy - Advertising
Facebook Sponsored Stories
DEMOGRAPHICS Types of Sponsored Stories:
Demographics
INTRODUCTION • Page Like - A user likes a page directory or website. It is seen
What can your business
do with Facebook by friends of the fan who clicked the like button.
Strategy
BUSINESS VS PERSONAL
• Page Post - When a post is published on the facebook brand
Fan Page vs Profile Page
BUILD & ENGAGE
page for the fans. It is seen by all page fans.
Building Community
Landing Page
• Page Post Like - A Fan like a page post written in the last 7
DRIVE ACTION
F-Commerce
days. Friends of the page Fans who liked the post can see it.
F-Stores
Credits • App Used and Game Played - Someone uses an App or
ADD SCALE
Social Plugins
plays a game at least 2 times or for at least 10 minutes in the
F-Connect last month. Friends can see the story.
Online / Offline
Mobile
• App Shared - When a story is shared from an App. Accessed
ADVERTISING
Premium & Marketplace Ads by friends of the user who shared the story.
Sponsored Stories
MEASURE
• Domain - Sharing, liking or pasting a link in the status
Insights
update of a specific piece of a website in the last 7 days.
Seen by friends of the person who shared the piece.

20. Measure Results
Facebook Insights - measure reach, engagement & action
DEMOGRAPHICS Provides metrics and analytics concerning user trends, growth,
Demographics
demographics, and quantified consumption and creation of content
INTRODUCTION
Track KPIs
What can your business
do with Facebook
Strategy
Reach
BUSINESS VS PERSONAL
Fan Page vs Profile Page • Likes
BUILD & ENGAGE
Building Community
• Recommendations
Landing Page • Clicks
DRIVE ACTION
F-Commerce
Sharing Behavior
F-Stores • Number of Influencers and sharing
Credits
ADD SCALE
Conversion and Monetization
Social Plugins • Fans
F-Connect
Online / Offline
• Subscriptions
Mobile • Downloads
ADVERTISING
Premium & Marketplace Ads
• Sales
Sponsored Stories • Action Rate (action/impressions)
MEASURE
Insights

21. Sources:
• www.facebook.com
• Facebook Ads & Sponsored Stories (document)
• Sponsored Stories for Premium and Marketplace (document)
• http://www.slideshare.net/Jarrahbear/leveraging-facebook-in-social-media-marketing-8052258
• http://www.smartinsights.com/digital-marketing-strategy-alerts/facebook-marketing-strategy-
advice-a-new-guide-from-facebook/attachment/facebook-strategy-a/
• http://www.clickz.com/clickz/column/2056609/-commerce-arrival-facebook-consumer
• http://mashable.com/guidebook/facebook/
• http://mashable.com/2011/07/14/facebook-commerce-guide/