Facebook believes in the marketing power of “Social Media.” The Chief Revenue Officer of Facebook, Mike Murphy, shared his belief in the power of “active sharing online” to accomplish brand marketing objectives at the closing Advertising Week keynote this morning.
Murphy shared Facebook best marketing practices with an audience of advertising and media execs at the Museum of Television & Radio in New York City. Murphy underscored to brand marketers, you can “use your brand to define their brand” and demonstrated by presenting video interviews of Facebook college members discussing how they interact with brands at Facebook.
The Facebookers showcased put forth the diverse ways they use Facebook to personally “define their own brands.” Murphy indicated that Facebook offers 100-140 different ways Facebook members can define themselves, or “their own brand”: movie favorites, book recommendations, product consumption…
One Facebooker said she features the brand of designer jeans she wears on her profile and searches for like minded designer jean afficionados at Facebook.
Murphy said that such a coveted 18-24 demographic can be reached and engaged via today’s “Social Media.” Murphy characterized 18-24 year olds as “net natives” living in an “always on broadband environment.”
According to Murphy, the 18-24 year old audience looks to its network of friends as the authoritative voice on:
What is news,
What is hip and cool,
What products to consume.
Murphy’s message to brand marketers? Sponsor Facebook groups to encourage Facebookers to “share” your brand message with other Facebookers.
Murphy put forth Paramount Classics’ sponsorship of an “Environmentally Conscious” Facebook group to promote its film “An Inconvenient Truth” as an example of a Facebook brand marketing best practice.
Facebookers were asked to “pledge” to attend Al Gore’s movie and those that pledged movie attendance were considered to be “environmentally conscious” and gained the honor of having their photos appear on the Paramount Classics’ sponsored “Environmentally Conscious” Facebook group, in the environmentally esteemed company of Gore.
While Murphy touted the principal of online “sharing” throughout his presentation, he did not share brand marketing ROI metrics of Paramount Classics’ Facebook group sponsorship.