Catalyst Reports: How You Market on Facebook
Catalyst SF
2
Contents
PURPOSE ................................................................................................................................................. 3 INTRODUCTION ....................................................................................................................................... 3 PROFILE CENTRIC MARKETING ................................................................................................................. 4 Brand Page: ......................................................................................................................................... 4 Founding a Group: ............................................................................................................................... 6 Joining a Group:................................................................................................................................... 7 Event Marketing: ................................................................................................................................. 8 AD CENTRIC MARKETING ......................................................................................................................... 8 Beacon: ............................................................................................................................................... 8 Social Ads: ........................................................................................................................................... 9 WIDGETS AND APPLICATIONS ................................................................................................................ 10 Widgets/Applications: ....................................................................................................................... 10 App Sponsorships .............................................................................................................................. 12 Widget Advertising: ........................................................................................................................... 12 MAJOR PROGRAMS ............................................................................................................................... 13 CONCLUSIONS AND ACKNOWLEDGEMENTS .......................................................................................... 13
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Catalyst Reports: How You Market on Facebook
Catalyst SF
3
PURPOSE
This whitepaper is designed to give marketers a basic understanding of the avenues by which you canmarket on Facebook. It is designed primarily for people who understand the basics of what Facebook isand does but are unsure of the best ways to leverage the community in support of marketing goals.One of the most exasperating aspects of digital marketing is that the rules are perpetually in flux. Whilethis enables companies to constantly improve on technologies and applications, it also makes it verydifficult to find out the basics of how to do things. That’s what this whitepaper is all about providing.The idea is not to publish a laundry list of all of the marketing options but rather to focus on the mostimportant marketing channels in the Facebook community so that mainstream marketers can make themost of their efforts.
INTRODUCTION
One of the most common questions we are asked at Catalyst is “How do I market on Facebook?” Sometraditional marketers seem to understand My Space better than Facebook. One reason is that marketingon MySpace is largely page-centric, meaning that you set up a profile page for a brand much like youbuild your own website.But on Facebook, not so much. The essential difference in the way the two communities work, in myopinion, is that MySpace is an environment in which you primarily visit pages of others, whereasFacebook is more geared to using your profile page as a home base and having information brought toyou.Not to say that you cannot visit pages on Facebook. You can. And you will. But because of the plethoraof widgets and other applications available in Facebook, there’s far less need to go a wandering.That's a small part of what makes this site FAR more popular with professionals, because it isn’t so mucha “seeking” environment – meaning I seek information and contacts – but rather more of a “having”environment – one in which news, functionalities, games, and other useful as well as divertive bits of data are brought to you.Because so many business people are on Facebook, interest in using it for marketing is strong – stronger(I think) than using MySpace despite MySpace’s significantly higher uniques and page views. What Iwant to do here is offer some basic information on how to market on Facebook using techniquesespecially suited to that environment.For simplification, I'm going to do some lumping together of options and say there are really three kindsof marketing on Facebook: profile centric, ad centric, and app or widget centric.
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