Case: Facebook Marketing Management Essay

1.Why do stack drop Facebook and what do they do when they argon t here ? Since the launch of Facebook , constant updates and ask or wants, triggered this social network, broadening its stage setting permanentely. To answer the interrogation why pile use facebook, I believe the question what is the profile of the substance abusers is overly necessary to understand. check to a paper published in 2012 (Evans et al., Facebook Segmentation, 38), a Facebooks pipsycograhic segmentation was performed by dint of a partnership between a consultancy company (Psychster Inc) and students in the University of Washington suppress of Communication program in digital Media (MCDM), six types of facebooks users were identified and distr excepted because to the pie below.Fans join arouse groups ground on politics, art, and symphony, and they much link their Facebook account to new(prenominal) websites. markerers prefer public to private networking, and they often use Facebook as a sc ratch for business, building a personal mark off, or accumulating social capital. Social-Searchers employ Facebook to learn just about news, media, and entertainment, but they show gnomish interest in apps and posts. Influencers sh atomic good turn 18 videos, links, and good deals with differents, and they r atomic morsel 18ly use the private forms of messaging or sharing available on Facebook. Gamers argon motivated by games, apps, and coupons they interact with strangers as often as acquaintances, and though fewer in number they log the nearly time on Facebook. Neutrals are unmotivated by most of Facebooks features including lieu updates, and they report being members only to keep on connected to the events of family and friends. (Evans et al., Facebook Segmentation, 37)Although I believe this is in the main a good segmentation, since it links two the formers why passel use facebook and what they do the question is more complex and deep. Facebook which initi ally s tarted as na alternative to Harvards printed student directory, stated several diferences to other existing social networks sites, like the acess labor to users with na .edu e-mail adress, thereby center on real-world relationships, with reasonable levels of privacy and creating focalises of struggle to its competitors. In the facebook earlies, Mark Zuckerberg, about this give tongue to people countenance schooling they dresst wnat to dowry with everyone. If you give people very tight control ver that information they are sharing or who are they sharing with, they will actually trade more. In addition he gave the reason to believe One exampleof this is that one-third of our users share thetir cell phone numbers In my opinion of view this is definitely, the trigger of Facebooks use .We mountain name sereval reasons why people use facebook, but in conclusion users, regardless their profile want Visibility, Brand yourself as a resource, Create and confirm bonds and feel pa rt a comunity, without snub a certain privacy level. Depending on the users profile , many this can be done season on the facebook highlighting a product, Find new projects and clientes, advert with other influencers, Tell your companys story, Find partners, Get answers faster, Create a resource depositary, Develop your company culture, die hires, Marketing research, Play games, Post photograhps, tittle-tattle with friends, set up meetings for all friends with flesh out attached in a a few second and so forth.The concomitant that nowadays companies can actually lead information from current and possible customers is a major powerful and nwe tool.Without the emotional detached its victor wouldnt be the equal. My Space is na example of this phenomenon. Myspace has been formed with entertainment and music in mind and set in more for professiona uses. Facebook, on the other hand, With Facebook, the port wine is set upd around information. The foliates are bare and clear with information and technology.2.Evaluate the success of announce on facebookTo evaluate the sucess of advertising on faceebook, I would like put into location the three elements that I consider that verbalize value to the major stackholders involved, and ultimately profit, both financial or value perceived, depending on the side.To measure success on adverstising on facebook one of the measures is Reach, that measures the percentage of the target audition ( those to whom a particular canmpaign is directed). According to the Facebook foliate analytics provider EdgeRank Checker, the head of social quantity at WPPs Team Detroit and a study conducted by us here at We Are Social in conjunction with Socialbakers.DATA SHOWS AN AVERAGE 40% DROP IN REACH middling post organic impart tenth Aug 2nd Nov, based on 41,051 posts do by 274 judge pages in the period. In line with the study, the average posts organic reach has clearly dropped by over 40% since the end of August, and is screening no signs of levelling off. Of course, how any one item-by-item page has been affected will vary, and its tenacious been known that the more fans a page has, the less reach and appointment it will get as a proportion of its auditory sense, but the drop in reach seems to deal affected pages of all sizes fairly equallyENGAGEMENT be CONSTANTAverage post employment rate 10th Aug 2nd Nov, based on 41,051 posts made by 274 sample pages in the period. For the average post reach to drop while the average day of the month rate stays steady, this must implicate that the posts that are getting seen by fans are now getting more engagement. The same study concludes Its clear that Facebook have changed their EdgeRank algorithm to reduce the amount of brands Facebook page posts seen in fans newsfeeds, but what does this mean? Well, while some may say this is a deliberate move by Facebook to host page owners to pay for reach victimisation promoted posts, others could reasona bly say this is a healthy adjustment to compensate for the growing number of pages that its users are fans of, and the step-upd number of posts orgasm from those pages. Facebooks position to this question is Were constantly improving the way stories are shown in newsfeed. With the growing number of pages on Facebook it is important that people see satisfy that is most relevant to them. These findings show that engagement with newsfeed posts has actually increased. At the same time, the number of posts being dismissed as unexciting or spam has fallen. Thats a great result for page owners and an modify experience for all of us who use Facebook According to the case study that is the base of this analyis, all the innvovations done in facebook in the last years, provided by Faceebook Ads ( e.g promoted posts in which brand page owners could push their contente to a broader audience), targent audience of the companies adverstising was broader. After, log out screen monetary standa rds available, mobile adverstising with sponsored stories ( taking gain of the fact that half of the users access facebook by mobile).In cc7 the facebook platform was launched and since then thousands of apps were released. On of the most famous is farrmville ( Zynga Company), a gama involving fire postulatement such as plough land, planting, growing and harvesting crops, harvesting trees and bushes, and aerodynamic lift livestock, that enables people to play na online game with other facebook friends. The value is well reflected by one testemony of oneof its users Those five minutes that I utilise to spend on something of little value, Im now disbursal interacting with friends, which has real value to me. There are more examples than can illustrate de power of this tool. One that was clearly seen, was the huge increase users engagement in 2008, when companies started integrating websites funcionalities.These companies, a 30%- 200% increase in registration on their sites and 15%-100% increase in user engagement. To Facebook corporation, profits have been remarkable and afterward they introduce the cost per click metric unit for instance, the profits even increase more. In conclusion, the success of advertising on facebook is outstanding. From the consumers point of view, nowadays they trust their peers more than marketeers. Companies, used to spend lost of Money on traditional media, and now may have a large scale force out , refelcted on sales, brand awareness and profits. With this scenario, Facebook in prone to continue its path. Its also true that the huge impact that it enables, can play for or against the company/brand, but this volatility worths the effort as long as companies can balance and manage this process propperly.