2011.02 Mark Cowan – Facebook best practices and strategies

Facebook:From Website to PlatformMark CowanHead of Emerging Marketsmcowan@fb.com

Our Sales Vision We’re Here To Reinvent How Brands and Consumers Relate To Each Other

Facebook is more than Social Media its a legitimate media platform 1 322 000 listeners Over 3.2 million active users 2 033 000 listeners 675 000 daily listeners 1.7 million daily users 916 000 daily listeners 1 081 000 listeners 545 000 daily listeners 2 012 000 listeners 1 078 182 viewers 1 685 000 listeners 883 000 daily listeners 912 000 daily listeners 47 514 circulation 97 499 circulation175 000 viewers 272 000 readership 71 418 circulation 1 100 000 readership 861 000 readers hip

to crowd-source

Top votes near: Edinburgh Blairgowrie Peniculk Livingston

Imagine if..all your fanscould try yourfull rangebefore they buy on

Hi Shelly, get the look with STYLER Try L’Oreal

Imagine if..L’Oreal could unite 4.7m 18-35yo women In MENA to form the number 1 beauty community on Facebook

Hair• Stubborn Kinks• Frizz• Weak roots

Where an effectivefocus group…… can be the size of a

Where your content drives traffic tyour own website and adds value your proposition

Where yourcustomersdevelopyour nextproduct…

Where your friendscome shoppingwith you…Even whenyou arealone

Where you can create socialexperiences that break world records…

Where you engage withpeople in ways youwould have neverthought…

…and innovation is aconstantthe virtual economy will be worth $10bn in 2010.

Welcome to the social graph

The world has gone socialyour chance to join the conversation

A Social MediumFrom word of mouth to mass communication

Social Context in advertisingWord of mouth at work BacardiFriends influence friends

Social context increases effectiveness 4 68% 2X lift in ad recall increase in message awareness X increase in purchase intent

Reach Block Value Proposition• Use any Ad format including Engagement Ads ▪ impressions guaranteed Mon-Thu ▪ impressions guaranteed Fri-Sun ▪ Estimated 2m unique users ▪ First 5 imps. of every user over 24 hours ▪ Targeting adult audience or 18+ Become the primary advertiser over 24 hours on Facebook’s highly trafficked Homepage reaching a potential 2.0m+ audience *Delivery & cost subject to market fluctuations and agency pricing structures respectively

Go where your audience is goingReach Blocks serve Premium Ads on Homepage & Profiles

Rotate series of creatives• Build compelling marketing journeys over 24 hours First 2 Impressions 3rd Impressions 4th & 5th Impressions Cobra beer used multiple ads to engage with users. Frequency capped to 5 per user

Insights from engagement adsRunning engagement ads provides you with user insights When running Like, Poll, Events ads you can gain insights into what your fans are into Top TV Top Interests Top Movies Top Music Top Books Shows Harry Potter Reading Eastenders Dirty Dancing Pink Series Pretty Kings of Leon Twilight Music CSI Woman Take That True Stories Cooking Hollyoaks Ghost Queen Bible Shopping Friends Green Mile Learning: Engagement Westlife Martina Cole Walking Soaps Grease campaign insights can be used to help plan your Pages conversational calendar

Innovation

Facebook Connect

CNN.com – An early adopter Audiences could choose to see just their friends Comments or updates from the World The CNN Live Stream produced 8,500 Comments per minute at it’s peak when Obama was speaking The Obama Live Stream ushered in a driving Unique users up new way to watch live broadcast 2m – 6m socially with the world

Socialising the web: Social Plug ins

Social shopping with Levi’s

Social TV with TF1

Social news with CNN

Linking back to Facebook

Benefits Traffic Engagement Customer insights

68% of US online marketers will implement‘Like’ button

Looking forward….

New Marketing Initiatives - Skoda

ASB Bank

Social Top Ups

Facebook Places Chris Porter is presenting at Bacardi London

PlacesWho. What. When. And now where. See who’s checked in nearby And tell your friends where you are and who you’re with Generating a story in their News Feed

Places – James Blunt

Places – Cheryl Cole

Facebook Deals

Facebook Deals - Gap

Facebook Credits

Facebook Credits: A virtual currency Universally accepted across applications Safe and secure Seamlessly integrated into our platform Currently in Beta w/140 applications

Facebook Credits: A virtual currency Buy gifts for a friend at the touch of a button… Buy credits to make purchases with CONNECT partners… Earn credits through completing tasks. competitions, checking in using Facebook places

eCommerce

Amazon.co.uk

Facebook Presence

Social Mail

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

Question? mcowan@fb.comMark CowanHead of Emerging Marketsmcowan@fb.com

2011.02 Mark Cowan – Facebook best practices and strategies

by ARBOinteractive Polska on Feb 07, 2011

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2011.02 Mark Cowan – Facebook best practices and strategies — Presentation Transcript