Advertising and Brand Engagement on Facebook
-
Upload
phil-white -
Category
Technology
-
view
1.459 -
download
1
description
Transcript of Advertising and Brand Engagement on Facebook
Driving the Facebook Effect for brands in the UKSam Malcolm/Agency Sales
Give people the power Give people the power to to shareshare and make the and make the world more world more openopen and and connectedconnected
Facebook ‘Home’ NewsfeedWhere users spend time communicating with friends & brands
Facebook is growing
500M500M
monthly active users
150M150M
mobile users
Global reach
Source: Facebook Ad Tool & Internal data
More than 60%of users return daily in UK
27 millionActive Users in the UK
=13M+Daily reach in UK
Episode 1 World Cup Final
=
13M 13M
200200FriendsFriends
26mins26minsSession time
With high engagement
Source: Facebook internal data, July 2010
Gender Age
Facebook has a mainstream user base
Source: Total active audience Facebook internal data August 2010
Ways to market
2 dedicated Ad positions
Premium Premium AdAd
Ad Ad SpacSpac
e e UnitUnit
Premium Image AdsDriving traffic on or off Facebook
Video Lightbox on Facebook
HD is possiblePages & Ads can now deliver HD quality video
your brand
Engagement Ad impression
engagement
organicimpression
connection
Social branding: distribution
Engagement Ads
Event Video commenting
Poll Sampling
Like
Marmite Sampling Ad
Circa 30,000 cereal bars were requested and
distributed within a 2 week period.
Targeting
Target specific audiences
TV ShowsTV Shows
CountryCountry
City City
TownTown
AgeAge
GenderGender
MusicMusic
MoviesMoviesPolitical ViewPolitical View
InterestsInterestsSchoolSchoolWorkplaceWorkplace
CollegeCollegeRelationshipRelationship
BooksBooks
CelebritiesCelebrities
Target on a demographic & behavioral level: Kit Kat Senses
Accurately targeting your audience
13.2m13.2m 6.5m6.5m1.6m+1.6m+
Females in the UK aged 18-35
18-35Adults in the UK
Female Fashionistas 16-34 :who like: Fashion, Fashion Design, Fashion TV, fashion magazines, fashion shows, Beauty, America's Next Top Model, Handbags, Shoes, shopping for shoes, Shoppin, Shoping, Designer Purses, Designer Jeans, Designer Clothes, High Heels, Hair, Celebrity Gossip, Glamour, Cosmo, Cosmopolitan, Sex And The City, The Devil Wears Prada, Lipstick Jungle, The Hills, Pretty Woman, Friends, Ugly Betty
Clusters generated using Profile, GroupUse Facebook’s Cluster Targeting
895,000895,000
Mums
2.7m2.7mPets
1.75m1.75mFashion
1.15m1.15mGreen
629,850629,850iPhone
2.31m2.31mSports
Facebook Pages
Facebook Pages – content ‘Hub’ for FMCG brandsCreate unique dialogue between brand & audience
Develop deeper relationship with
consumers
Drive Fans & Post directly into their
Newsfeeds
Create a 2-way dialogue
Hub for all communications
Update status
Wall for brand and user
communication
Build a fan base
Tabs for rich
content
Best in Class
Skinny Cow - Facebook as a central hub
Vanity URL was used in above the line advertising
Tabbed approach used for to house different bits of content
Generating 11,000 fans in the first
week, an above the line campaign using Facebook as a fully integrated ‘Hub’ for
the campaign
A bespoke application run by Kelly Brookeallowed users to tag items of clothes they wanted for the chance to win them.
Ben & Jerry’s – Free Cone Day
Ben & Jerry’s France
Katie O’Brien, who helped oversee the campaign said,
”We gave away 500,000 virtual cones and in real life we gave
away about a million!"
Ben & Jerry’s ran the hugely successful Free Scoop Day in
the US before launching a network of global Pages with accumulative Fans
of 2m+
Ben & Jerry’s US/Global
P&G Tampax Mother Nature campaign
Light hearted tone of voice generates 100,000’s of Comments on the Wall
Mother Nature Gift-O-Matic Application
gives users the opportunity to win prizes 7 fun forfeits they can share with
friends
Mother nature is a real person who attends premieres & events to speak to the female public
P&G Mother Nature has used a real
character to introduce fun & sharing into the
femcare market – 70,000 Fans in the K with 20,000 unique
users of the Application
Louis Vuitton – Live Stream
Customised Tabs deliver content related initiatives such as latest World Cup
magazine campaign
Louis Vuitton have driven over 1m Likes to their Page since launching in 2010
when they Live Streamed their
Spring Fashion Show ion Facebook
attracting over 46,000 views of the
content
Louis Vuitton use their Wall to keep Fans up to date with
their latest news
Louis Vuitton show the first of its kind to be broadcast
via Facebook
(c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0