Facebook Marketing: Web 2.0 Expo

Tuesday, April 29, 2008 by Mistlee

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Facebook Marketing: Web 2.0 Expo

By Lee Odden

After the keynote frenzy this morning, the session that stood out for me was "Facebook Marketing: Best Practices" with Jeremiah Owyang from Forrester Research as moderator, Evan Mager from AKQA, Holly Liu from Watercooler, Brett Keintz of 750 Industries and Stanford GSB and Kevin Barenblat of Context Optional.

Some of the key takeaways from this session were:

• Be clear with your objectives

• Test spending money on Facebook marketing even if you aren't sure about the return. Hey, 1,000,000 visits can't be wrong!

• Understanding the ROI of Facebook requires a new kind of mindset

• Don't take away the social features of Facebook from users

• Facebook marketing is not about driving traffic to your web site. Keep Facebook users on Facebook

Hopefully Jeremiah doesn't think I'm stalking him as this is the second session in two days of his that I've blogged. Unfortunately, I don't know the panelists and there are no name tents, so each panelist response or comment below is labeled simply as "panel".

He started with a series of polls: How many people use the internet? :) Facebook? Bloggers? Twitter? With each poll the number of hands raised changes.

Owyang cites stats from the Facebook site:
• 70 million active users

• Facebook is the 6th most-trafficked website in the world (comScore)

• Facebook is the 2nd most-trafficked social media site in the world (comScore)

• Over 55,000 regional, work-related, collegiate, and high school networks

• More than half of Facebook users are outside of college

• The fastest growing demographic is those 25 years old and older

Learn More about what is Inside and Outside the Box

The neat thing about Facebook is that they have a platform that allows 3rd parties to develop widgets and other applications. There are over 20,000 applications, mostly junk. 140 new apps are added per day.

Forrester data: Researched to find out how people use social networks. Primarily, they use Facebook to self express and also to communicate with peers. Nowhere does it say they look for products or look at advertisements.

Facebook offers many methods and channels for marketing - many of which you can find in this article: The Facebook Marketing Bible: 24 Ways to Market Your Brand, Company, Product, or Service Inside Facebook

Panel: You approach Facebook like any other media. Think about your objectives and audience and go from there.

Panel: It depends on what your goals and budget are. If your looking at branding and community, create a Facebook page and consider engaging an app developer.

Owyang: What are you seeing as objectives from clients?

Panel: If you're looking to attract users, applications are useful.

Owyang: Any companies looking to increase sales and revenue?

Continue reading this article.

About the Author:
Lee Odden is President and Founder of TopRank Online Marketing, specializing in organic SEO, blog marketing and online public relations. He's been cited as a search marketing expert by publications including U.S. News & World Report and The Economist and has implemented successful search marketing programs with top BtoB companies of all sizes. Odden shares his marketing expertise at Online Marketing Blog offering daily news, interviews and best practices.
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