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B!digital facebook 2010 Presentation Transcript

  • 1. Click to edit Master title style Facebook Social technology 2010 14 October 2010 A Buongiorno company
  • 2. Presentation • Who are we? - Buongiorno 2010 - B!Digital Netherlands • Why does your company needs Facebook? - Statistics • Facebook ecosystem • Get started with a fanpage • How do I get Fans? • How can we help you? • Cases A Buongiorno company
  • 3. Buongiorno Group• Italian multinational specialized in mobile media.• Revenue of 259 million euro in 2009.• 54.5% average growth since 2000.• Listed to the Milan Stock Exchange.• Over 1,000 employees in 24 offices worldwide.• Presence in 57 countries on five continents.• Direct connections to over 130 operators, ISPs and media groups.• Top 3 player in 8 of the most important mobile markets. A Buongiorno company
  • 4. B!Digital The Netherlands 2010 Marketing Loyalty Services Consumer Interaction Social Media Reach Marketing A Buongiorno company
  • 5. B!Digital The Netherlands - Product Portfolio Social Loyalty Marketing Reach Media Services Marketing • Mobile Sites • Consultancy • Hot Advertising • Mobile Rebate • Mobile Applications • Strategy • Direct SMS • CRM • Fullfillment •Mobile Tickets • Direct MMS • IMM * ook op • Mobile Coupons inventory van: • Couponing • SMS & Response • Fan Pages • Ad Server • Facebook applicaties • Mobile Display • Advertising • Mobile Ad Sales A Buongiorno company
  • 6. Facebook A Buongiorno company
  • 7. Why does your Company need Facebook?1. 500m users in the world. This makes Facebook as large as worlds third country2. Strong engagement platform: An average Facebook user spends 55 minutes per day on Facebook, logs in twice a day and 50% returns daily3. Facebook makes Google nervous. In March 2010 Facebook.com surpassed Google.com in visits (US).4. Facebook fans spend more money, are loyal and create word of mouth: • Facebook fans spend more money ($71.84 per year more than non-fans) • Fans are more loyal in continuing using a brand (28 % more likely than non- fans) • Fans recommend your product to other fans (41 % more likely than non-fans) Facebook has 500m users who constantly share who they are, where they live, what they like and what they want So take part in the conversation! A Buongiorno company
  • 8. Facebook penetratie Nederland – November 2010Number of Facebook users in The Netherlands: 3 138 100 User Growth: Facebook Netherlands User age: 71% betweenUser Age Distribution: Facebook 18-44Netherlands • Men: 49 % • Women: 51 % A Buongiorno company
  • 9. The Facebook ecosystem Social ads Facebook offers the possibility to reach only the target audience that is relevant for your Brand/Promotion. Targeting can ben The Like Button based on many demographic variables and When you click on the “like” button, a social interests, and they can promote fb link to that page is added to your Pages, Applications or external resources. Facebook Profile and a story is shared with your friends Updates That page can also keep you updated through News feed your News Feed ApplicationsFacebook Pages Building an application on Facebook givesPages are the best way for brands to you the opportunity to deeply integrate intoconnect with their audience and create a the core Facebook experience and create acommunity. Once a user connects to a seamless experience as users browsebrand page, the page can communicate by Facebook.sending updates on the User’s wall A Buongiorno company
  • 10. Facebook vs. HyvesComparing with Hyves, Facebook is not a profile based social network.Facebook users spent the most time at their own Newsfeed, where they get updates oftheir friends and the pages they follow.To generate more awareness as a brand, it is very important to be present in thisstream of information. To gain presence of visibility a brand has to let her users interactwith her page/application. A Buongiorno company
  • 11. Get started with a fanpage! A Buongiorno company
  • 12. Using Fanpages for interaction• Brands can create a presence with a fan page that looks and behaves like User Profilesto connect and engage with customers and amplify their voice to their friends.• Your Facebook page is a mini community which you have to keep alive with socialactions to engage your fans. Thereby you create interaction which equals viral marketing A Buongiorno company
  • 13. Fan Pages: actions A Buongiorno company
  • 14. Fan pages: Engaging your fans on facebook with applications• Applications are designed to enhance the user experience on Facebook withengaging games and useful features like Events and Photos.• Users can interact with applications and share their actions with their friends, giving more visibility and triggering the viral effect. A Buongiorno company
  • 15. Fan pages: 12 reasons for fans to “like” a company page1. to receive discounts and promotions 40%2. to show my support for the company to others 39%3. to get a “freebie” 36%4. to stay informed about the activities of the company 34%5. to get updates on future products 33%6. to get updates on upcoming sales 30%7. for fun or entertainment 29% 39 % becomes a fan for brand8. to get access to exclusive content 25% affilliation reasons9. someone recommended it to me 22%10. to learn more about the company 21%11. for education about company topics 13%12. to interact 13%(Bron: ExactTarget 25 augustus 2010) A Buongiorno company
  • 16. Fan Pages: Insights• Brands can monitor their facebook community through a set of detailedmetrics about fans and their behavior within the page. • Several insights are available to page owners: • Demographics • Countries/Cities/Languages • Fans growth • Media consumption • Page views • … A Buongiorno company
  • 17. How do I get fans? GET FANS! A Buongiorno company
  • 18. Facebook advertising– A new way of targeting Unlike “traditional” online display advertising, facebooksocial ads are targeted on the user’s profile rather than on theproperties they might visit: is therefore possible to show adsto specific groups of users based on their behavior and thepersonal information they share on the site, raisingconsistently the advertising efficacy. Structured Unstructured Location Activities Age/Birthday Interests Facebook users can be Gender Music reached by detailing Education TV adverts on their profile through a wide array of Workplace Movies structured/unstructured Relationship Books targeting variables Sexual Groups Preference Language Applications A Buongiorno company
  • 19. Facebook Rest-of-side Ads Standard can link to an external URL or within Facebook Event Links to Event Page. Users can RSVP straight from the ad These ads follow the user as they Connection navigate Facebook. They appear Links to the Facebook Page. Users can Like everywhere except for the the page straight Homepage from the ad A Buongiorno company
  • 20. Premium Ads on the homepage A Buongiorno company
  • 21. Premium adsThese engagement ads appear on the Facebook homepage. They generate a Newsfeedstory on the Notification Wall and create a big viral effect due to the recommendationsusers see from your friends. Premium ads can be displayed as a reach block (homepagetakeover for a day) or targeted based on Cpm rates. Like Engagement Ad Comment Ad Event Ad Standard Ad Poll Ad Sampling Ad (UK, USA and France only) A Buongiorno company
  • 22. How can B!Digital help you? B!Digital is preferred partner forFacebook advertising Facebook NL & BE. • Advice - How to build a successful Facebook campaign Facebook appointed 2 Account • Buying Managers to B!Digital NL, which - Give estimations for the expected amount of means we have 24/7 support. clicks/views - Billing Facebook Our ad management interface is - Setting up premium ad campaigns integrated with the Facebook API and is the most sophisticated • Campaign management management and optimization tool - Analyzing for social advertising. - Monitoring - Optimizing: Intelligent targeting, target on B!Digital delivers performance friends of “likes” based advertising upon superiorFan pages targeting and dynamic messaging • Design and development • Applications and gadget implementations • F Connect (connecting websites to Facebook) • Building and moderate communities A Buongiorno company
  • 23. Go beyond the click to discover what’s really valuable. When you use engagement ads or “like” ads to promote your app or fanpage also look the percentage of clicks came from social endorsement. The viral effect of your campaign relies on 1) Social impressions: ad impressions that include social endorsements 2) Social clicks: clicks on ads that originated from an ad with social endorsements B!Digital can give you insight in the viral affect of your campaign. A Buongiorno company
  • 24. Guidelines for setting up promotions: 5 basic rules1. Read the Facebook promotion guidelines http://www.facebook.com/promotions_guidelines.php3. Don’t call Facebook your “partner”4. Understand local rules, and how they can affect your Facebook promotion5. Heed Facebook’s formatting requirements You can only administer a promotion through an application on the Facebook Platform and you can only have users enter the promotion in specific locations on your Page. Either the canvas Page of an app or an application box in a tab on your Page may be used for entry into your promotion on Facebook.6. Don’t require Facebook actions like “Like” “Tag”, “Share” Many advertisers on Facebook neglect this rule. However your page can be deleted when pursuing to use these actions for promotional purposes. You can’t ask people to tag or share content in order to enter a contest. You can however require to “like” to enter a promotional tab on your fanpage. A Buongiorno company
  • 25. Click to edit Master title style Cases A Buongiorno company
  • 26. 3Italia by B!Digital 3 Italia was looking for a Facebook strategy to interact with their fans on Facebook. B!Digital developed a fan page with a game and application for Blackberry users. To drive fan rates several ads were used to promote the page. The result were:• 21.000 fans in only a few weeks.• Over 100million impressions Applications/games add• 10.000 players of the game depth to an offering. They can also create social actions which increase the reach of the page amongst like-minded users A Buongiorno company
  • 27. Samsung Galaxy Apollo- engagemnet ad Homepage engagement Ad (reachblock, 5 different versions) linked to an application on Samsung Galaxy Apollo’s fanpage A Buongiorno company
  • 28. Samsung Galaxy Apollo – application Landing on application Tab within Fan Page A Buongiorno company
  • 29. Samsung Galaxy Apollo – action flow Request for permission Application starts gathering profile pictures from friends A Buongiorno company
  • 30. Samsung Galaxy Apollo – Wall post Publication on user’s Wall A Buongiorno company
  • 31. Inspiration: Coca-Cola fan page Amusing video content is one of the easiest ways of creating viral content on a Facebook pageFun, helpful,shareability? This iswhat to think aboutwhen building apage or application.The most successfulpages have all three Downloadable content adds value to a page, even if the content seems very simple A Buongiorno company
  • 32. Facebook advertising via mobielB!Digital verzorgt het mobiele stemgedeelte van de “Maak de Smaak” campagne vanLays. Je kunt per dag 1 keer afzonderlijk via mobiel, Hyves en Lays.nl stemmen. Omde actie ook op Facebook onder de aandacht te brengen heeft B!Digital een mobielelandingspagina voorgesteld die mobiel verbindt met Facebook.1 2 3 4 1. Je stuurt een sms met de favoriete smaak naar 4411 en krijgt een sms met de mobiele link m.lays.nl terug. 2. Vervolgens deel je de actie via Facebook 3. Op je Newsfeed wordt de “Maak de Smaak” post geplaatst 4. Je vrienden zien de post op mobiel en web en linken door naar www.lays.nl A Buongiorno company
  • 33. A selection of advertising cases by B!Digital Premium ad A Buongiorno company
  • 34. Contact Web www.buongiornodigital.com Adres Van Heuven Goedhartlaan 935 1181 LD Amstelveen Telefoon +31 (0)20 530 87 60 A Buongiorno company
  • 35. A Buongiorno company