Info.nl / Social Marketing Facebook Lab 11/11/2010
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Transcript of Info.nl / Social Marketing Facebook Lab 11/11/2010
Star%ng with Facebook?
2
• Joined Facebook 2008
• London office first outside USA • Part of the original team of 4, now London has over 50 employees and there are offices all over the world • Account Strategist, Business Development • 3 years experience at Telegraph Media Group (print and online), UK’s best-‐read quality newspaper • Facebook Strategist , Info.nl Social MarkeVng
Catriona Paton
• Previously in broadcasVng at SBS and Radio 538 • Joined Pathé in 2008 • Developing the new media strategy for Pathé • Last movie I’ve seen: ‘The Town’ • Next movie I’ll see: ‘The Social Network’ and ‘Harry Po]er 7.1’ • Favorite movie trailer: ‘The Comedian’ (Jerry Seinfeld)
Thomas van de Weerd
Facebook A guide for business
Where do Users Spend their Time Online?
&
Currently, three quarters of Internet users worldwide visit a social network or blog when they go online — that’s a 24% increase over last year. http://mashable.com/2010/06/15/time-spent-online-nielse
• Constant Growth • CriVcal Mass • Unrivalled TargeVng
OpVons • Strong User
Engagement • Extensive AdverVsing
OpportuniVes • The Viral Effect
Why Brands should use Facebook
OFFERS Social
media
Over 550m AcVve Users Globally
Source: Facebook internal data, Nov 2010
2007 2008 2009 2010
Over 169 million users in Europe
Top Facebook countries in Europe
Source: Facebook Internal Data, Nov 2010
1. United Kingdom 28m
2. Turkey 23m
3. France 19.5m
4. Italy 17.2m
5. Germany 12.4m
6. Spain 11.6m
7. Sweden 3.8m
8. Poland 3.7m
9. Belgium 3.6m
10. Netherlands 3.1m
Source: Facebook internal data, November 2010 Note: AcVve users are registered users who have logged on to Facebook at least once in the last 30 days
Over 3.13m AcVve users in Holland
3.13+
2008 2009 2010
Gender Age
Source: Total acVve audience Facebook internal data July 2010
Facebook Demographics Holland
3.13m monthly ac%ve users 3.6 billion monthly page views 24% penetra%on of the online popula%on 44% of users return to the site daily 91 average number of friends
872k users access on their mobile
73% of users come back every week
Huge Growth and Engagement
But what about Facebook for business?
Dutch Facebook Brands
Huge Growth and Engagement
The Facebook ecosystem
Open Graph
News feed
Social ads
ApplicaVons Pages
Facebook pages
News feed Target User
The Facebook enVVes
Facebook Open Graph
Your Facebook Page
YourWebsite.nl
Apps
Facebook Pages Brand presence where it matters
Facebook Pages Much more than just a wall… Vme to get creaVve!
Amazon Example – Fan AcquisiVon
Coca-‐Cola Example – Brand PercepVon
Baileys Example – Product Launch
Clarins Example – Product PromoVon
Old Navy example – Driving Sales
Top Tips for a great Facebook Page - Give your page a clear purpose - Define your strategy
- Page should be fun, useful and shareable - Use applicaVons, games and compeVVons to add depth - Provide ‘fan only’ content - Include plenty of links to your website
- Use Facebook Ads to gain fans quickly - Make regular and relevant status updates - Keep content on your page fresh - Ask your fans what they want to see!
The Value Of A Fan
By clicking ‘like’ a user makes a connecVon with your brand. This causes a social acVon which will be seen by 5% of their friends in their newsfeed
Engagement ads drive traffic directly to your Facebook Page
Organic impressions drive traffic to your page
Users can be driven to the point of sale directly from the page
A brand can broadcast a message to all of their fans at any Vme for free. These could be special offers, general conversaVons etc and can drive users directly to the point of sale.
More Fans = More Sales
Like Ad
A user is 4.5 Vmes as likely to click on an organic story than a paid for impression
A user is 25% more likely to click on an ad with social context
Domino’s Pizza
Fans interact with you on Facebook
- As a rough guide 70,000 fans can generate more than 30,000 free visits to your website on a weekly basis through fan page updates
What was the opening rate of your last e-‐mail?
Facebook Ads Use the viral effect for your business goals
The effecVveness of Facebook Ads
h]p://mashable.com/2010/10/18/facebook-‐brands-‐likes-‐study/
Homepage Ads
ASUs (Ad Space Units)
TargeVng
Reachblocks The Facebook equivalent of a Homepage takeover?
Reach every Dutch Facebook user over 24 hours
Weekday • 3,830,000
impressions • 1,000,000
unique users
Weekend • 3,404,000
impressions • 900,000 unique
users
Engagement ads Like Ad
Event Ad
Comment Ad
GiVing Ad
Polling Ad
BRAND
How do Engagement Ads work? A user is 25% more likely to click on an ad with social context
Earned Media Bought Media
Owned Media
Applica%ons Stimulate the viral effect and engage users
Users love apps
56,685,058
36,008,709 16,272,319
• Enriches user experience on Facebook
• Add user engagement to your page
• Free entertainment!
ApplicaVons can be fun
ApplicaVons can be funcVonal
Apps can be simple and effecVve
Apps provide services
Apps make it easy to take acVon
Apps can even replicate your online store!
Facebook Places
Making the web more social • Open Graph • Facebook Connect • Social Plugins
Open Graph: the internet is more social…
Asos.com has gone social
Liking feeds back to Facebook
IGN’s traffic is up 20%
Lovefilm traffic grows 300%
Facebook delivers 20% of all comments on cricket content
BoosVng site engagement
“ ”
Facebook connect: All OpVons
Facebook connect: All OpVons
Overview of Social Plugins
Like anything, anywhere
Updates That page can also keep you updated through your News Feed.
Your friends Find out what your friends have liked, shared and commented on through the AcVvity Feed and RecommendaVons social plugins. These new plugins offer you the same control over what you can see and share as you already have on Facebook
Social Plugins Facebook funcVonality to enhance your website
Like Bu]on
RecommendaVons
Login Bu]on
Comments
AcVvity Feed
Like Box
Facepile
Live Stream
Levis has gone Social
Like Box to connect with your customers
What are your friends doing?
Facepile – your friends like this too!
Say what’s on your mind!
Live Stream in acVon
Contact Info.nl Social MarkeVng
Daan Bolder [email protected] t. +31 20 530 9100 m. +31 642717554
Liska KoeKoek
[email protected] t. +31 20 530 9100 m. +31 642717556