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Title:
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SOCIAL MEDIA MARKETING WITH FACEBOOK: A CASE STUDY |
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Author(s):
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Christoph Trattner, Frank Kappe |
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ISBN:
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978-989-8533-01-2 |
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Editors:
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Bebo White, Pedro Isaías and Flávia Maria Santoro |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Social media, Marketing, Facebook, VirWoX, Bonus Club |
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Type:
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Full Paper |
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First Page:
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161 |
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Last Page:
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170 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Recently, social networks gained tremendously in popularity. There are more and more companies nowadays on the Web that focus with their marketing strategies on social networks such as Facebook, Twitter, etc. Even if Social Network based marketing is said to be a big success these days, little or even nothing is known about how well such social network campaign approaches perform. Hence, in this paper we present results of an ad driven social network marketing campaign approach on the basis of the social network Facebook and of a company called VirWoX. In particular, we present results of the impact of (1) the Facebook Like Button and (2) the Facebook app Post method in regards of placing ads on the user's Facebook to increase the number of Visits, Profit, ROI, etc. of the VirWox platform. Additionally to these findings we provide an analysis of a number of simple measures to detect the most ``valuable'' users on Facebook. To the best of our knowledge this is the first work that introduces such detailed results of an ad driven Facebook based marketing campaign. This paper is relevant for engineers and researchers that are interest in the field of social media marketing. |
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