Successful Facebook Outputs combine social networks with consumer / brand interactions.

Dan Rose, Vice President of
Partnerships and Platform Marketing
for Facebook, encourages brands
to “take the marketing funnel with
awareness at top and action at bottom,
and turn it into a circle where you have
you and your friends at the middle.
Make it faster and easier to find and
share with friends.”
For example, Ticketmaster benefits
from the friend-focus of Facebook
because people tend to go to concerts
with someone else. They added the
capability for Ticketmaster customers
to share the news about their recent
ticket purchase with friends. For every
share that happens on Facebook via
Ticketmaster, Ticketmaster generates
more than five dollars in ticket revenue,
and they track these results daily.

Restaurant reservations site OpenTable
added the “like” button for its restaurants
and sees a 25% increase in reservations
and a 200% increase in member
registrations at OpenTable.com,
once the Facebook user sees the
restaurants on Facebook.
To gather more product reviews,
Benefit Cosmetics allows customers
to add reviews on the Benefits
Facebook page, then those reviews
flow automatically into Benefit’s
product pages. Within two weeks,
through Facebook, they got fans to
review 80% of their products.

To Marisa Thalberg, Vice President of
Global Digital Marketing for The Estée
Lauder Companies, social media is
the ultimate conduit to high-touch
relationships, building on Lauder’s
one-to-one selling in stores. Social
media lets consumers feel a sense of
connection with the brand and with
each other. On Facebook, Estée Lauder
tries not to push a marketing message;
rather, they want to be authentic in the
brand voice and make it appropriate
for social media.
“You want to be able to recognize the
brand’s voice – it’s the hardest thing
to get right, in my opinion, to make the
voice consistent but make it relevant
to social,” Thalberg says.
Social also enables an “unprecedented
intimate brand relationship,” Thalberg
says. “Ultimately, communications
are merging and uniting around our
consumer. She expects us to come to
her, so we need to foster a continuous,
intimate, varied experience for her,
depending on where she is and what
she wants, when she wants it.
“Brands can validate the consumer,
but now she also validates our brands,”
Thalberg says. “Social media enables
association with brands to literally
act as badges. [Social users share]
the brands they associate themselves
with, such as the bag you carry. This is
where brand equity is so powerful.”
“Social is fundamental to Adobe,”
Travis says. “We have always engaged
with our customers – Adobe labs and
forums are part of our DNA. Digital for
us is the backbone of our marketing;
we spend greater than 70% of our total
marketing spend on digital. We’re trying
not to think of social as a media type
– it’s a fundamental shift in our culture,
customers want to engage with us. We
continue to see how we can integrate
it across everything we do.”