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http://digiworldhanoi.vn Big Brands & Facebook: Demographics, Case Studies & Best Practices Charlene Li Vice President & Principal Analyst Forrester Research October 8, 2007 http://digiworldhanoi.vn 3 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Theme Facebook marketing requires communicating, not advertising 4 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Agenda • What are the demographics of Facebook users? • What are some best practices for brand marketing on Facebook? http://digiworldhanoi.vn 5 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Facebook’s demographics • 60 million active users projected by end of 2007 » Currently at 44 million active users » Half of current users return daily • Facebook also projects that 75% of worldwide users will be outside of college Source: Facebook 6 Entire contents © 2007 Forrester Research, Inc. All rights reserved. A drill down of Facebook’s US demographics • 56.3% female • 58.4% have some college education • 14% are non-white • 34% work as professionals, executives, sales, education, or technical » 12% are full time students • 12% have children under 16 Source: Nielsen//NetRatings 7 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Facebook’s international age distribution Source: Facebook internal data, September 2007 8 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Facebook users have “aged” over the past year Source: Nielsen//NetRatings Note: These number differ significantly from Facebook’s internal data, which has 35+ as 6% of all users worldwide in September 2007 Percent of US Facebook users in each age group 9 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Facebook demographics best practices • Anticipate that the demographics will change rapidly over the next 12-18 months • Adjust your marketing plans and plan for flexibility • Beware of relying on what worked yesterday, especially with fickle college students and newbie 35+ users 10 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Agenda • What are the demographics of Facebook users? • What are some best practices for brand marketing on Facebook? http://digiworldhanoi.vn [...]... Inc All rights reserved Facebook s News Feed Ads insert targeted messages 4-26% CTR for sponsored News Feed stories Entire 13 contents © 2007 Forrester Research, Inc All rights reserved Facebook Flyers give self-service control Entire 14 contents © 2007 Forrester Research, Inc All rights reserved Entire 15 contents © 2007 Forrester Research, Inc All rights reserved Theme Facebook marketing requires... feedback from users once you launch http://digiworldhanoi.vn Entire 28 contents © 2007 Forrester Research, Inc All rights reserved Recommendations • Facebook marketing is about communicating, not advertising – so act appropriately • Be a part of the Facebook experience » More like content than advertising • Tap into the reasons why friends share • Listen, learn, and be ready to make mistakes Entire... colleges Offered free concerts and movie screenings Live chat facilitate interactions Measured sales impact at nearby stores Entire 22 contents © 2007 Forrester Research, Inc All rights reserved Ernst & Young engages in a conversation to recruit college students Entire 23 contents © 2007 Forrester Research, Inc All rights reserved Sponsored Groups best practices • Understand how similar groups meet/don’t... etc • Read and respond to comments • Be transparent about your role and perspective http://digiworldhanoi.vn Entire 24 contents © 2007 Forrester Research, Inc All rights reserved Why applications on Facebook are different Entire 25 contents © 2007 Forrester Research, Inc All rights reserved Because I know Dave, his review has context Entire 26 contents © 2007 Forrester Research, Inc All rights reserved... Theme Facebook marketing requires communicating, not advertising Entire 16 contents © 2007 Forrester Research, Inc All rights reserved Sponsored Groups • Group page with customized navigation, look & feel • Usually includes a significant media buy to drive traffic to the sponsored group page » Display ads and flyers » Newsfeed targeting • Costs usually in the six figures for a three month engagement . http://digiworldhanoi.vn Big Brands & Facebook: Demographics, Case Studies & Best Practices Charlene Li Vice President & Principal Analyst Forrester. reserved. Agenda • What are the demographics of Facebook users? • What are some best practices for brand marketing on Facebook? http://digiworldhanoi.vn 5 Entire

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