2010.07 Mark Cowan - Building Your Brand Through Facebook

Building Your Brand Through Facebook Mark Cowan – Head of Emerging Markets, EMEA July 2010

Agenda 1 Introduction 2 Routes to market 3 Which strategy are we ready for? 4 Success stories 5 Summary

To win in today’s world requires A different mindset different approaches different ways of working

“PEOPLE DON’T TALK IN ORDER TO SHARE STUFF. THEY SHARE STUFF IN ORDER TO HAVE SOMETHING TO TALK ABOUT.” - DOUGLAS RUSHKOFF -

Over 400 million active users per month With over 50% logging on every single day Spending over 500 billion minutes per month Sharing more than 25 billion pieces of content More than 1 million developers from 180 countri

Real people, real identities

Facebook ‘Home’ Newsfeed

Social Media is Connections

Real connections in 4 key segments Friends Family Brands Work Colleagues

Give people the power to share and make the world more open and connected

FMCGs being open and connected

Routes to Market From Targeted Reach to Driving Connections

Brands can focus in 3 key areas Facebook Ads Platform Pages & Events 1 2 3 Standard Ads Hub for brands Applications Engagement Ads Drive Social Actions Facebook Connect Reach Blocks Promote using Ads Social Plug ins

Targeted Reach Driving the User away from Facebook

The Opportunity: Homepage and ASU Ads: Standard and Engagement Homepage ASU Ads

Standard Homepage Ad

Video Homepage Ad

Driving Engagement Facebook advertising is about Engagement and Connections

Ads: Brands engage consumers … Like Poll Virtual gift Translate your product into a virtual gift and let consumers spread it throughout the social Build lasting connections Encourage consumers to share graph with consumers their opinions and compare with friends Event Video with Sampling commenting Deliver your product to Engage consumers and their consumers and let their Get consumers to join you friends in conversation friends know and their friends in real around your visual assets (or virtual) events

... who engage each other … 1.7x Ad Recall 2x Message Awareness 4x Purchase Intent *Nielsen White Paper SocialMedia Study Jun 2010

Brand new Post Engagement Fan Ads Interact with Poll or Event then Become a Fan in Polling Ad Ad Standard same Polling with Fan Ad Event with Fan Ad Standard Event Ad

Social branding: distribution Engagement Ad impression your brand engagement organic impression connection

Reach Block: Multiply the effect ▪ Reach 100% of all targeted users in one day ▪ An efficient way to serve impressions to as many users (in your target) as possible ▪ Logged-in users will see your ad up to five times (frequency cap) ▪ Poland: 1.5million daily users, x million impressions guaranteed Reach block on the home page

Long term strategy Facebook Pages

Pages give brands a voice

3 core benefits 1. Two-way dialogue 2. Custom experiences 3. Insights

Real connections in 4 key segments Friends Family Brands Work Colleagues

The Basics: Wall & publisher Pringles Wall Post Post appears in Newsfeeds of Fans

Custom Tabs deliver Rich media experience HTML, Flash & Applications can be embedded into Tabs Use Rich Media Tabs to deliver rich content for users to interact with & share with friends

Deeper insights Fans over time Fan demographics Wall Posts Likes Comments Per-post interactions Upstream traffic data

Develop ‘Conversational Calendar’ October November December January February March April May June July August September Initiative Themes, key messages, major events/sponsorships Branding Building awareness and engagement Connections Building consumer relationships Publishing & CRM Engaging consumers in conversation

Platform Leverage external sites

Platform: Social Plug-Ins “Social Media” as Technology Like Button Recommendations Login with Faces Comments Activity Feed Like Box Facepile Live Stream The Like buttonFacesplug-into like The Live Streamshows share Facepile plugin plugin lets Activity Feed pluginplugin Comments lets users shows Login with pluginusersprofile Recommendationslets users box enables shows picturesusers ofpiece your pictures Page friends its users from personalized to who comment on any site back content profilewhat their friendsofviewtheir givesFacebook user'sandare and pagesusers theshare activity doing your of your the user's have already signed on your stream site.through likes and on yourdirectly already website. friends who for from up forclick. suggestions havewithyour signed Facebook profilepages one your site site comments in real-time as they site. comments. up for your site they might like. in addition to a interact during a live event. login button. http://developers.facebook.com/plugins

Social in Newsfeeds

Ads with social context increase the value of media. On average we see a 68% increase in brand lift and 25% lift in action rate

4.5x Action rate for organics vs. paid impressions

6.9x action rate on publishing vs ads

Which Strategy is right? Questions to ask of yourself, your company and your brand

1) Who will manage my page the client, the advertising agency, the PR agency, the social media agency

2) When do we update the page Iterate, assess your results

3) How do we engage? Play around, don’t be afraid to fail, trust your audience, learn

4) What content do we use? Who builds the content, what content exists already

5) What partnerships can we leverage Use existing content partnerships to drive content

6) How do we align all media Use the conversational calendar, Utilise touch points

7) How will we measure success? Fans, engagement, ROI, brand lift

Success Stories

Mars (UK) ▪ Context: ▪ Mars wanted to position themselves around timely and relevant content for their audience ▪ Strategy: ▪ Leverage England’s presence in the world cup and become the content provider for updates around the team ▪ Success: ▪ Over 130,000 Likes of the Page driven

Tampax Mother Nature (UK) ▪ Context: ▪ First P&G brand in the UK to invest in engagement activity ▪ Leveraged quirky Mother Nature by allowing her to communicate with Fans from her own Facebook Page ▪ Strategy: ▪ UK Reach Block running Polls and Video Commenting Ads ▪ Success: ▪ Over 100,000 Likes of the Page driven ▪ Over 20,000 entrants into the Gift’o’Matic competition

Clinique Become A Fan Engagement Ad Virtual Gift application drives viral distribution of the brand

Pringles (UK) ▪ Context: ▪ Pringles UK wanted to run UK-centric campaign to grow Fans in this territory to support offline media ▪ Action: ▪ Series of 2 Reach Blocks plus supporting media using Like Ads to drive Fans ▪ TV creative used in Facebook Video Ads ▪ Targeted Wall Posting used to target UK Fans only ▪ Results: ▪ 150,000 new UK Fans driven to the Page ▪ 98,000 monthly users of Pringoaaals App

Braun – Serial Girls (France) ▪ Context: ▪ Braun used Facebook to cover a maximum of men and had lots of video views ▪ Action: ▪ Male-targeted. ▪ They use 2 vidéo comment targeted on men only… ▪ Results: ▪ 25,000 videos in 2 weeks and a engagement rate of 0.3 %

Max the Tampax (France) ▪ Context: ▪ First P&G brand in France to invest in engagement activity on Facebook. ▪ Make young women talk easily and build conversations with funny videos about Max the Tampax ▪ Strategy: ▪ Video commenting ads ▪ Success: ▪ 126% of delivery with more than 1 million impression ▪ Engagement rate of 2.55% ▪ More than 200 000 vidéos vues

Escada – Scada Party (Spain) ▪ Context: ▪ “Scada Party in Ibiza”. ▪ Action: ▪ Summer is arriving, and so, Scada planned a contest where you could win a weekend in Ibiza and participate in the “ESCADA Marine Groove”. Just sending a picture. ▪ Results: ▪ Increase in more than 5, 000 fans ▪ Thousands of Comments & Likes

Pepsico (Arabia) ▪ Context: ▪ Looking to rival Coca Cola coverage of the World Cup and gain SOV ▪ Action: ▪ Produce player content and applications to drive engagement with the brand through leverage of World Cup ▪ Results: ▪ 88,000 likes on the page

Fairy – (Spain) ▪ Context: ▪ Taking advantage of the famous Fairy slogan in Spain between two little villages in Spain. ▪ Action: ▪ Contest between Villarriba and Villabajo, to find out which one is most “cost efficient saving”. Every Spanish village is invited to participate. ▪ Results: ▪ With a really small budget, they have achieved new fans in their page, and lots of awareness and engagement in FB users.

Pringles (Italy) ▪ Context: ▪ Pringles used Facebook to build the Italian community and push a contest “Conga” ▪ Action: ▪ Target: 18-24 years old with interests ▪ They used both homepage ads and ASU ▪ Results: ▪ Engagement rate of 0.17 % ▪ 7000 fan in 2 weeks ▪ 28,000 clicks to contest website

Gillette (USA) ▪ Context: ▪ Driving engagement with Gillette’s male shaving products ▪ Strategy: ▪ 2 Reach Blocks to launch Mac 3 ▪ Conversational Calendar to drive Connections ▪ Success: ▪ 250,000 new connections with Page ▪ 2 significant spikes in a activity on Page

Summary

Benefits of Utilizing Social Media ▪ 1) each “share” of your product is a de-facto recommendation (word of mouth advertising), ▪ 2) your customers identify new, like-minded customers for you (targeting), ▪ 3) promotions can be launched and revised quickly and easily (flexibility), ▪ 4) there are no printing, advertising, or postage costs (cost-savings), ▪ 5) virtual relationships are turned into actual store visits and purchases (ROI), ▪ 6) new customer contact information is acquired for a continued relationship (future sales), and ▪ 7) research shows that providing special deals for customers in social networks markedly increases purchases and the propensity to share your brand with others (loyalty).

Things to stay away from 1 It’s not social media... it’s marketing Avoid thinking in campaigns or flights — 2 be strategic 3 Using old metrics to define success

What to focus on 1 Leverage the social graph 2 Build your brand and shape it 3 Go, GO Real, Go Big 4 Map the Strategy

Guiding principles for brands 1. Make it social. “That’s what I do on Facebook.” 2. Keep it simple. “If I understand something, I’m more likely to try it.” 3. Optimize for speed. “If it’s fast, I’ll do more of it.” 4. Integrate. “Keep it within my Facebook experience.”

2010.07 Mark Cowan - Building Your Brand Through Facebook

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