2. Inhaltsverzeichnis
1 Marketing und Markenführung auf facebook...................................................................................2
1.1 Die Architektur von facebook...................................................................................................3
1.1.1 Die Startseite mit dem News Feed ...................................................................................3
1.1.2 Kommunikation mit den Nutzern.....................................................................................6
1.1.3 Die facebook API..............................................................................................................9
1.2 Markenführung auf facebook: Seiten und Anwendungen......................................................10
1.2.1 facebook Seiten...............................................................................................................11
1.2.2 Anwendungen..................................................................................................................17
1.2.3 Kombination von Seite mit Anwendung.........................................................................28
1.3 Werbeformen ..........................................................................................................................30
1.3.1 Self-Service Anzeigen.....................................................................................................30
1.3.2 Displaywerbung..............................................................................................................34
1.3.3 Homepage bzw. Engagement Ads...................................................................................34
1.3.4 Virtual Gifts.....................................................................................................................37
1.3.5 Werbung in anderen Anwendungen/Werbenetzwerke....................................................38
1.4 Facebook connect...................................................................................................................38
1.4.1 Nutzerdaten extern nutzen..............................................................................................38
1.4.2 Publizieren in den Stream...............................................................................................40
1.4.3 Facebook mobile connect................................................................................................40
1.5 Facebook Nutzerzahlen in D / A / CH....................................................................................41
2 Best Practise...................................................................................................................................44
2.1 Adidas Originals:URL: http://www.facebook.com/adidasoriginals.......................................44
2.2 H & M:....................................................................................................................................45
2.3 Ralph Lauren...........................................................................................................................46
2.4 National Jean Company..........................................................................................................47
2.5 ATT ........................................................................................................................................48
2.6 Doritos....................................................................................................................................49
2.7 Vitaminwater...........................................................................................................................50
2.8 Reebok....................................................................................................................................51
2.9 Puma.......................................................................................................................................52
2.10 Time......................................................................................................................................53
2.11 Mini.......................................................................................................................................54
2.12 Audi.......................................................................................................................................55
2.13 Volkswagen...........................................................................................................................56
2.14 Pulse......................................................................................................................................57
2.15 Motorola................................................................................................................................58
2.16 BlackBerry............................................................................................................................59
2.17 Dell Lounge..........................................................................................................................60
2.18 Snickers.................................................................................................................................61
2.19 Hurley...................................................................................................................................62
3 Glossar............................................................................................................................................63