...marketing. Facebook is currently the most popular social network Website with up to 250 million users from all around the world. With such a huge base, it is logical that conversion rate in the site could be much higher. Thus, you surely could use Facebook to make money online. To better reach and persuade more prospective clients or consumers, you should know how to earn through Facebook using social advertisements. Social ads are advertising pages that are rolled out through social network sites like Facebook. It is logical that such ads reach more audience and readers because of the network's wide reach. The advertising system used by Facebook is either cost-per-impression or cost-per-click (charging per impression or per...
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...PESTEL Facebook Inc. (Facebook or “the company”) is a social network platform which enables users to share ideas, opinions, pictures and activities. Political Factor Users and governments have been expressing privacy concerns which could harm the company’s strategy to use user information to deliver effective advertisement. While the class action law suit filed against the company could potentially imply damages of more than $15 billion if successful, the claimants could stifle Facebook’s ability to collect data about its users and hinder its ability to grow advertising revenues. Similar concerns were expressed in other countries as well. For instance, German data protection official also warned Facebook investors during its IPO that the social network’s operational performance is based on practices that breach European privacy rules. In addition to the legal aspects, Facebook’s users continue to regard the platform as a private space which could limit the company’s prospects. In a survey conducted, for instance, more than 50% of respondents said they felt “not safe at all” using Facebook to make purchases. Excessive advertising or privacy fears could lead to a mass exodus of users, which threatens the growth prospects. Economic Factor Facebook has over the years recorded strong growth rates compared to its peers. The company’s revenues in FY2011 grew by 88% compared to FY2010. The revenues grew at a CAGR of 119% during 2009-11. Google’s revenues increased by 30% in FY2011...
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...INDUSTRY PROFILE * COMPANY PROFILE | 6 | 2 | ORGANISATION STRUCTURE | 23 | 3 | RESEARCH METHODOLOGY | 31 | 4 | SWOT ANALYSIS | 32 | 5 | SPECIAL TASK | 34 | 6 | FINDINGS & RECOMMENDATIONS | 54 | 7 | CONCLUSION | 55 | 8 | BIBLIOGRAPHY | 56 | INTRODUCTION Digital marketing is marketing that makes use of electronic devices such as personal computers, smart phones, cell phones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels. In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time. Importance of Digital Marketing: Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to...
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... the competitive advantage test is used to make sure the strategy can help the company achieve a sustainable competitive advantage. In addition, passing the performance test indicates that a winning strategy produces strong company performance. Before IPO The primary mission and goal of Facebook CEO, Mr. Zuckerberg, before the company’s IPO, is to “connect the world digitally with Facebook” and increase its total membership (Rusli, 2014). Mr. Zuckerberg kept his primary mission of Facebook and cared less about the revenue. His strategy of Facebook at this point was to attract as many users as he would without placing more importance on how to make a lot of money. Facebook’s strategy before IPO is not a winning strategy. First of all, Facebook’s strategy at this point did not match well to the company’s best market opportunity of its initial public offering. Since Facebook wanted to go public, it needed a good performance to attract its potential investors and shareholders. The ability of gaining revenue is an important symbol and sign that potential investors will look for before deciding whether to invest. However, Mr. Zuckerberg’s primary mission of Facebook showed that “Facebook was not originally created to be a company” (Rusli, 2014), which would be harmful for the company to attract more potential investors. Therefore, Facebook’s strategy before IPO did not pass the fit test since this strategy didn't suit the company’s current situation at that point. Secondly, Facebook’s...
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...Ideasaurus 15 Facebook Custom Audience Integrated Marketing Communications 15 Facebook Custom Audience Integrated Marketing Communications Executive Summary Project Purpose Facebook’s Custom Audience is one of today’s fastest growing marketing solutions. Ideasaurus’ goal is to increase the awareness and consideration of Facebook’s Custom Audiences with B2C (Business to Consumer) marketing decision makers as well as increase the awareness of the Custom Audience product and encourage B2C marketers to consider utilizing Custom Audiences at their company.The underlying value of Facebook’s Custom Audiences is that it allows marketers the ability to conduct ethical advertising using their own databases while maximizing ROI on their social media advertising budget. With many small to mid size companies, social media advertising was never a real option with very little reliable data to understand if the investments in Facebook’s advertising features capture the consumers and move them from the consideration phase to the buying phase. Businesses can reach their current consumers on a larger scale and understand them at a deeper level by being able to build consumer profiles to better market to them, and turn generating more exponential growth for the company. Researching the most beneficial Integrated Marketing Communication channels was critical for Ideasaurus’ plan to execute the a marketing plan for either a small to midmarket business. Ideasaurus’ IMC channels...
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...format but sometimes advertisements can be affected by a local condition. Television has a powerful demonstration capability but has limited copy time. Radio has a high frequency but has no visual appeal. And online which is popular nowadays can have a fast retort from the consumers but it has no permanent response device. Today, we see facebook users use facebook as a mean of advertising their product. It may be make ups, garments, bags or even foods. It is much easier to advertise through this social networking site. This idea won’t cost you even a single centavo and lots of people can see it. You just need to upload the picture or video of your merchandise and then tag it or post it directly to the page of your friends. But is online advertising effective? Reports have shown the ads to be both an effective and ineffective means for businesses to target their advertising dollars (http://www.businessnewsdaily.com/2771-facebook-ads-effectiveness.html). Background of the Study Facebook, founded by Mark Zuckerberg with his college roommates and co-classmates, is a social networking website launched in February 2004. At first, facebook was only for the Harvard students, but later it expanded to other colleges. It affected the social life and activity of people in many ways. And...
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...V/S Facebook Mobile Ad Revenue Shootout” Submitted By: Amaan Ansari ABSTRACT With the advent of tablets and smartphones the mobile advertisement segment has got a shot in the arm like never before. Initially termed as unnecessary cluttering of the device has entered a whole new dimension it seems as the latest reports by a World Wide Web giant, Facebook, suggest its success. So is the mobile advertisement heading for happily ever after? Reports by another World Wide Web giant, Google, suggest otherwise. The case takes into consideration the popularity, inherent qualities and limitations, pricing, challenges and scope of improvement of mobile advertising with respect to two biggest contributors to this segment i.e. Google and Facebook. So what exactly is the scenario? Let’s find out. INTRODUCTION Advertisers in the online realm are spoilt for choice. They have the option of utilizing large sites or a plethora of specialized websites, both large and small, to reach consumers with varied interests. However, few plans can be complete without including the big daddies viz. Google or Facebook - or both - because their sheer dominance on the web. In India, their combined estimate comes out to two-thirds of the total advertising moolah. In 2012, Google’s earnings were almost $44 billion from advertising worldwide as compared to marginally over $5 billion for Facebook. The latter is significantly smaller but plays a special role in India, whose active Facebook users...
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...Exam in Corporate Finance | Case Study: Facebook (FB) | | | | Question 1 (Focus: FB’s 2012 annual report) (1) What is the business model of FB, i.e., how do they generate revenues? Facebook is the biggest social-media platform worldwide with $1.06 billion MAU (monthly active users) and $618 million DAU (daily active users). Its business model is set up on three pillars: Facebook users, developers and marketers. a) Users Facebook creates a direct value proposition for Users. The company creates value for users by enabling users to * Connect and Share with friends * Discover and Learn about News around the world shared by the user’s personal contacts * Express themselves and share what they think about and what matters to them * Stay connected everywhere, especially due to Facebook mobile applications. With its users Facebook does not generate direct revenues, since the usage of all Facebook products are free of charge. However the users indirectly generate revenues. It is only possible for Facebook to create revenues with marketers and developers because of its amount of users. b) Developers Developers get attracted by the huge customer base of Facebook. They have the opportunity to build up applications and websites which connect with Facebook. Facebook offers a variety of tools and application programming interfaces on its Facebook Developers Platform that easily interacts with Facebook. Due to that easy access there are more...
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...Running Head: “Long-Term Investment Decisions – Assignment 4” Long-Term Investment Decisions – Assignment 4 ECO 550 December 15, 2013 Long Term Investment Decision This assignment is a continuation of assignment 3. Facebook and social media were addressed in the previous Economics 550 course assignment. This assignment discusses long term investment decisions. Long Term Investment decisions are important for the longevity of every company. Long term investment decisions require managerial planning, strategies, knowledge and adequate resources. Government Regulation Government regulation is needed in the market economy. A lack of government regulations in the market economy would allow utter chaos in most markets. A lack of government regulations would allow for unfair business practices. Supply and demand would become totally undisciplined. Facebook and other social media companies generate revenue from advertisements. Advertising companies are their customers. Facebook delivers the advertising via the social network comprised of consumers. Advertisements are place on the consumer’s homepage and newsfeed in hopes that this will result in purchases from the advertised company. Government regulation in social media is relatively new. One of the biggest challenges is disclosure of consumer information. A bill introduced by state Senator Ellen Corbett (D-San Leandro) would regulate privacy on social networking...
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...Facebook Ads & Sponsored Stories © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. The Facebook Mission Give people the power to share and make the world more open and connected Introduction At Facebook, everything we do is about making the world more open and connected. We think this has a profound impact on the way people communicate. We strive to find authentic ways for people to connect with one another as well as with businesses, brands and institutions they care about. These principles guide us when developing our tools and products for business. Our marketing products are constructed to help people discover your brand through recommendations from their friends. Facebook Ads and Sponsored Stories allow you to leverage the relationships you have built with people to create word-of-mouth at scale. In this guide, you’ll find an overview of these products, including production guidelines and policies. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 3 Premium Ads Overview of Premium Locations and Ads Like Ads Poll Ads Event Ads Sampling Ads Video Comment Ads Standard Ads Marketplace Ads Sponsored Stories Video Specifications General Advertising Guidelines 5 7 9 11 13 16 18 19 20 23 24 © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 4 Premium Inventory Premium Locations Premium Ads run on the most...
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...ANDREW LIPSMAN VP, Marketing, comScore GRAHAM MUDD Head of Measurement Partnerships, Facebook CARMELA AQUINO Senior Marketing Manager, comScore PATRICK KEMP Senior Data Analyst, comScore Executive Summary The following white paper is the second in the U.S. Power of Like series, a research collaboration between comScore and Facebook to deliver unique insights on the impact of social media marketing. The research, which primarily leverages data and analysis from comScore Social Essentials™, comScore AdEffx™ and Facebook’s internal analytics platform, focuses on the impact of branded earned and paid media exposure on the behavior of Facebook Fans and Friends of Fans. The summary below establishes the key findings and implications of this research. Brands can maximize the impact of their social marketing programs on Facebook by leveraging a framework that helps them move beyond Fan acquisition to delivering reach, impact, and measurable marketing ROI. Using the Brand Page as a control panel for creating social marketing programs, brands should focus on benchmarking and optimizing on the following dimensions to deliver against their broader marketing objectives: Fan Reach Exposure in the News Feed Engagement Fans interacting with Brand Page marketing content Amplification Expanding reach by promoting content to Friends of Fans through both earned and paid means Most leading brands on Facebook achieve a monthly earned Amplification Ratio of between 0.5 and 2.0, meaning that they...
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...MINI – CASE ASSIGNMENT Facebook 1. What is the name of the company? What is the industry sector? Facebook Inc. is a multi-billion dollar company in the Internet informational providers, technology (IT) industry. Facebook Inc. is one of the leading an online social networking service in the world and is continuing to grow as the front-runner in their industry. 2. What are the operating risks of the company? No company with no operational risks to consider. Operational risk is the prospect of loss resulting from inadequate or failed procedures, systems or policies. The operating risks for Facebook Inc. include: Facebook's ad revenue growth While the company's advertising model seems to be delivering great results, there are still reasons for a more cautious assessment. Mobile advertising is booming, and accounts for roughly two-thirds of Facebook's revenue, but sales conversion for traditional products from mobile ads remains low compared to desktop alternatives, and it's unclear whether there will be significant improvement on this front.On the other hand, app install ads have proven to be effective, but the company has chosen not to give a breakdown on how much revenue.(The Motley Fool) Facebook could be disrupted by competing social networks Three social media networks competing with Facebook GOOGLE+ Launched in 2011, the service looked to offer a cleaner, more user-friendly alternative to Facebook. At the time, the latter was drawing torrents of...
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...Facebook Case Write-up Format: Name(s) on one-line header in upper right-hand corner (double clicks on the current header for editing), 1” margins all around, single-spaced with one blank line between paragraphs, block format (no indenting for paragraphs). Use bold internal headings to mark sections. (This page conforms to these format requirements.) PLEASE LIMIT THIS ASSIGNMENT TO 2 PAGES. Make your responses succinct and meaningful. Preparation: Read the Facebook case (which can be purchase following the link provided in the course outline). For any terms that you do not understand in the case or in this assignment sheet, please read the related slides and/or search online and get them clear. Content: Please answer the following questions, using information from the case. Be SPECIFIC and use BULLET POINTS whenever possible. 1. Why do people use Facebook and what do they do when they are there? Facebook is a social networking service launched in February 2004, owned and operated by Facebook, Inc. As of October 2012, Facebook has over one billion active users, more than half of them using Facebook on a mobile device. Users must register before using the site, after which they may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile. Facebook can be mainly used to socialize, keep in touch with real life friends or renew old connections. Facebook provides the...
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...Facebook Marketing Page 1 Facebook Marketing Quick Start Action Plan ALL RIGHTS RESERVED: No part of this book may be reproduced or transmitted in any form whatsoever, electronic, or mechanical, including photocopying, recording, or by any informational storage or retrieval system without express written, dated and signed permission from the publisher. DISCLAIMER AND/OR LEGAL NOTICES: The information presented herein represents the view of the author as of the date of publication. It does not necessarily represent the view or the marketing practices undertaken by the publisher. Because of the rate with which conditions change, the author reserves the right to alter and update his opinion based on the new conditions. THE REPORT IS FOR INFORMATIONAL PURPOSES ONLY. While every attempt has been made to verify the information provided in this special report, neither the author, publisher nor their affiliates/partners assume any responsibility for errors, inaccuracies or omissions. Any slights of people or organizations are unintentional. If advice concerning legal or related matters is needed, the services of a fully qualified professional should be sought. This report is not intended for use as a source of legal or accounting advice. You should be aware of any laws which govern business transactions or other business practices in your country and state. Any reference to any person or business whether living or dead is purely coincidental. About ‘Facebook Marketing’ ...
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...game-changer, attracting more than 1.25 million active business users in just two years' time and now has a cohort of competitors going after a piece of that pie. Meanwhile, Facebook is gunning to roll out Facebook At Work sooner rather than later. * 03 /06 | 2. COMPANIES TURN TO EMPLOYEES FOR AMPLIFICATION 2016 will see companies turn increasingly to an underused resource in the effort to get the word out: their own employees. Employee social advocacy programs, which encourage staff to share updates about the business on their own social media accounts, have grown by 191% since 2013 and are due to take off in the year ahead. * 04 /06 | 3. COMPANIES WADE INTO SOCIAL MESSAGING There are nearly 4 billion global active users of messaging apps, from WhatsApp and Facebook Messenger to WeChat and Kik. And while messaging’s huge potential remains largely untapped by businesses, 2016 may well be the year that analytics and insights become more readily available, allowing companies to develop full-fledged strategies for the space. * 05 /06 | 4. SOCIAL MEDIA ADVERTISING HITS ITS STRIDE Companies ramped up social media advertising in 2015, with spending increasing 33.5% to nearly $24 billion—a figure that's all the more impressive because just a few years ago, that number was $0. By 2017, social media ads may account for a full 16% of all...
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