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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

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Big Brands & Facebook: Demographics, Case Studies & Best Practices Charlene Li Vice President & Principal Analyst Forrester Research October 8, 2007 http://digiworldhanoi.vn
Theme Facebook marketing requires communicating, not advertising 3 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 4 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 5 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 6 Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Facebook’s international age distribution Source: Facebook internal data, September 2007 7 Entire contents © 2007 Forrester Research, Inc. All rights reserved.
Facebook users have “aged” over the past year Percent of US Facebook users in each age group 20% August 2006 Under 18 August 2007 21% 35% 18-24 23% 8% 25-34 11% 36% 35+ 45% 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 8 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 9 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 10 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
Microsoft handles IAB standard ad sales 11 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
Targeting beyond demos 12 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
Facebook’s News Feed Ads insert targeted messages 4-26% CTR for sponsored News Feed stories 13 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
Facebook Flyers give self-service control 14 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
15 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
Theme Facebook marketing requires communicating, not advertising 16 contents © 2007 Entire 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 • Note that any company can set up a group for free 17 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
Jeep treats social networks like another channel 18 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
Misses a chance to create a unique community 19 contents © 2007 Entire Forrester Research, Inc. All rights reserved.
Victoria’s Secret also looks like an ad… 20 contents © 2007 Entire Forrester Research, Inc. All rights reserved.