Speaker: Vivien Cheng<br />Digital Marketing Manager<br />Email: sales@devlin.ca<br />www.devlin.ca<br />Twitter: @DevlinT...
The Rise of Facebook:<br />What does this mean for your brand?<br />
Facebook: The Numbers<br />Facebook users in the world<br />600 million1<br />Facebook mobile users<br />200million2<br />...
Facebook: The Numbers<br />In 2010, Facebook surpassed Google in:<br />Number of visits1<br />Time spent online by user2<b...
Facebook: The Numbers<br />Percentage of Online Sharing<br />that happens on Facebook1<br />44%<br />33%<br />78% of consu...
Facebook: The Numbers<br />Over 2 million sites have incorporated the Facebook "like" functionality1<br />2 billion "like"...
What does this mean for your brand?<br />
Consumers are changing<br />More time on Facebook means:<br />Less attention in any other media<br />More opportunities to...
FACEBOOK BRAND STRATEGY<br />ANALYZE<br />INSIGHTS<br />Attention = Currency.<br />BUILD VALUE<br />EXTEND<br />SOCIAL REA...
insights<br />
Insights<br />What are your stats telling you?<br />What do your users like or don’t like?<br />What motivates them to com...
customizE<br />& ENGAGE<br />
CUSTOM LANDING TABS<br />1ST point of entry<br />Visible to non-fans only<br />Enables better conversions with clear messa...
RedBull<br /><ul><li>15,073,386 Likes
Simple, clear, call to action</li></li></ul><li>Victoria’s Secret<br /><ul><li>11,387,276 Likes</li></ul>Links to:<br /><u...
iPad news app
iPhone news app
Newsletter
Twitter
YouTube</li></li></ul><li>Porsche<br /><ul><li>1,321,931 Likes</li></ul>Links to:<br /><ul><li>Photos
Poll
ColourStyler
YouTube Channel
Porsche Mobile Apps</li></li></ul><li>CROSS PROMOTION<br />
Contests<br />
BRAGGING RIGHTS<br />
EXCLUSIVE OFFERS<br />
FACEBOOK COMMERCE<br /><ul><li>Forerunner of F-commerce, launched in 2009
Fans could previously purchase items from news feed
Now: Shop tab allows users to buy via app </li></li></ul><li>FACEBOOK COMMERCE<br /><ul><li>Buy and send Amazon gift certi...
Schedule up to a year in advance</li></li></ul><li>FACEBOOK COMMERCE<br /><ul><li>JCPenney has launched full ecommerce fun...
Extend<br />Social reach<br />
Facebook like button<br />Allows users to Like content on your site<br />Posts the action to their news feed<br />
Facebook like button<br />
Facebook RECOMMENDATIONBUTTON<br />
Facebook activity feed<br />Social plugin on website <br />Shows most popular articles from site shared on Facebook<br />
facebook messages<br />Allows for external users to send messages directly to user’s Facebook inbox  [username@facebook.co...
facebook messages<br />Potential game changer to email strategy<br />More of this cross pollination (email to social, and ...
Mobile: facebook places<br />Check-ins can promote activity to user’s live feed and profile page<br />
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The Rise of Facebook: What Does This Mean for Your Brand?

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Facebook users are sharing and more heavily engaged than ever before. So what does this all mean for your brand? If attention is currency, then harnessing it is as crucial as ever. Find out how to take the Facebook experience beyond the standard Page.

This seminar was presented by Vivien Cheng, Digital Marketing Manager at Devlin as part of Social Media Week in Toronto.

Social Media Week is a multi-city global conference connecting people, content and conversations around emerging trends in social and mobile media.

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  • Facebook is the 3rd largest country behind China and India (past USA)
  • Globe and Mail Article http://www.theglobeandmail.com/life/the-hot-button/which-site-finally-dethroned-google-in-2010/article1852855/
  • Globe and Mail Article http://www.theglobeandmail.com/life/the-hot-button/which-site-finally-dethroned-google-in-2010/article1852855/
  • Links to enrollment appRewards card
  • Guinness World Record for the most “Likes” to a Facebook post within 24 hours
  • In July 2009, 1-800-Flowers.com became the first retailer to launch a Facebook storefront, enabling shoppers to purchase items directly from the retailer’s fan page. In February 2010, the florist announced the capability for Facebook fans to purchase items directly from its news feed (the community aspect of the page) without leaving the page.
  • Checkin at Facebook places – example - **Sponsoring 4 things - likes, checkins, actions within custom applications and Page postsFacebook’s roster of launch partners includes Coke, Levi’s, Anheuser Busch and Playfish. Also, the social network is partnering with a slew of nonprofits for Sponsored Stories, including Donors Choose, Girl Up!, Malaria No More, Amnesty International, Women for Women, Autism Speaks, (RED), Alzheimer’s Association and UNICEF.
  • We will no longer search for products and services, they will find us via social media
  • Transcript of "The Rise of Facebook: What Does This Mean for Your Brand?"

    1. 1. Speaker: Vivien Cheng<br />Digital Marketing Manager<br />Email: sales@devlin.ca<br />www.devlin.ca<br />Twitter: @DevlinTO<br />
    2. 2. The Rise of Facebook:<br />What does this mean for your brand?<br />
    3. 3. Facebook: The Numbers<br />Facebook users in the world<br />600 million1<br />Facebook mobile users<br />200million2<br />Facebook users in Canada: 16,841,5603<br />In 2010, there were 7.9 registrations on Facebook per second4<br />600 million<br />Sources: 1. www.socialbakers.com/blog/100-facebook-reaches-another-milestone-600-million-users/<br />2. www.facebook.com<br />3. www.socialbakers.com/facebook-statistics/canada<br />4. www.socialbakers.com/blog/109-facebook-in-2010-7-9-new-account-registrations-per-second/<br />
    4. 4. Facebook: The Numbers<br />In 2010, Facebook surpassed Google in:<br />Number of visits1<br />Time spent online by user2<br />Sources: 1. Globe and Mail, Dec. 30, 2010. “Which site finally dethroned Google in 2010?”.<br />2. Mashable.com, Sept. 10, 2010. “Web Users Now Spend More Time on Facebook Than Google”<br />
    5. 5. Facebook: The Numbers<br />Percentage of Online Sharing<br />that happens on Facebook1<br />44%<br />33%<br />78% of consumers trust peer recommendations2<br />Only 14% trust advertisements2<br />2009<br />2010<br />Sources: 1. Globe and Mail, Dec. 30, 2010. “Which site finally dethroned Google in 2010?”.<br />2. Erik Qualman, Socialnomics<br />
    6. 6. Facebook: The Numbers<br />Over 2 million sites have incorporated the Facebook "like" functionality1<br />2 billion "like" buttons are served on Facebook...everyday. 2<br />Sources: 1,2. Emarketerwebinar, Jan. 20, 2011. <br />www.slideshare.net/eMarketerInc/emarketer-webinar-social-media-outlook-for-2011<br />
    7. 7. What does this mean for your brand?<br />
    8. 8. Consumers are changing<br />More time on Facebook means:<br />Less attention in any other media<br />More opportunities to share content with friends<br />
    9. 9. FACEBOOK BRAND STRATEGY<br />ANALYZE<br />INSIGHTS<br />Attention = Currency.<br />BUILD VALUE<br />EXTEND<br />SOCIAL REACH<br /> CAPTURE IT!<br />CUSTOMIZE<br />& ENGAGE<br />
    10. 10. insights<br />
    11. 11. Insights<br />What are your stats telling you?<br />What do your users like or don’t like?<br />What motivates them to comment or interact?<br />Combine stats with a qualitative analysis<br />
    12. 12. customizE<br />& ENGAGE<br />
    13. 13. CUSTOM LANDING TABS<br />1ST point of entry<br />Visible to non-fans only<br />Enables better conversions with clear messaging<br />Creates unique branded experience<br />
    14. 14. RedBull<br /><ul><li>15,073,386 Likes
    15. 15. Simple, clear, call to action</li></li></ul><li>Victoria’s Secret<br /><ul><li>11,387,276 Likes</li></ul>Links to:<br /><ul><li>Information
    16. 16. iPad news app
    17. 17. iPhone news app
    18. 18. Newsletter
    19. 19. Twitter
    20. 20. YouTube</li></li></ul><li>Porsche<br /><ul><li>1,321,931 Likes</li></ul>Links to:<br /><ul><li>Photos
    21. 21. Poll
    22. 22. ColourStyler
    23. 23. YouTube Channel
    24. 24. Porsche Mobile Apps</li></li></ul><li>CROSS PROMOTION<br />
    25. 25. Contests<br />
    26. 26. BRAGGING RIGHTS<br />
    27. 27. EXCLUSIVE OFFERS<br />
    28. 28. FACEBOOK COMMERCE<br /><ul><li>Forerunner of F-commerce, launched in 2009
    29. 29. Fans could previously purchase items from news feed
    30. 30. Now: Shop tab allows users to buy via app </li></li></ul><li>FACEBOOK COMMERCE<br /><ul><li>Buy and send Amazon gift certificates via Facebook
    31. 31. Schedule up to a year in advance</li></li></ul><li>FACEBOOK COMMERCE<br /><ul><li>JCPenney has launched full ecommerce functionality on its Facebook Page (add to cart, checkout, share, like, search)</li></li></ul><li>FACEBOOK COMMERCE<br />
    32. 32. Extend<br />Social reach<br />
    33. 33. Facebook like button<br />Allows users to Like content on your site<br />Posts the action to their news feed<br />
    34. 34. Facebook like button<br />
    35. 35. Facebook RECOMMENDATIONBUTTON<br />
    36. 36. Facebook activity feed<br />Social plugin on website <br />Shows most popular articles from site shared on Facebook<br />
    37. 37. facebook messages<br />Allows for external users to send messages directly to user’s Facebook inbox [username@facebook.com]<br />Blurring lines between email and social media<br />
    38. 38. facebook messages<br />Potential game changer to email strategy<br />More of this cross pollination (email to social, and others) to come<br />
    39. 39. Mobile: facebook places<br />Check-ins can promote activity to user’s live feed and profile page<br />
    40. 40. Mobile: facebook deals<br />Get Deals by checking in to a Facebook Place<br />
    41. 41. Mobile: facebook deals<br />Upcoming Deals:<br />Gap: Giving blue jeans to the first 10,000 customers to check into one of their stores<br />Starbucks: Donating $1 per guest to Conservation International.<br />
    42. 42. SPONSORED STORIES<br />A way for marketers to sponsor activities that happen throughout the News Feed<br />
    43. 43. FacebooK INSTANT Personalization<br />
    44. 44. FacebooK INSTANT Personalization<br />See friends’ reviews, who’s been where, and share your tips with friends on Facebook<br />
    45. 45. BUILD VALUE<br /><ul><li>Has your strategy met your business objectives?
    46. 46. Has your strategy met user needs?
    47. 47. “How to convert “Like” to love?” 1</li></ul>Quote: 1. Emarketerwebinar, Jan. 20, 2011. www.slideshare.net/eMarketerInc/emarketer-webinar-social-media-outlook-for-2011<br />
    48. 48. FACEBOOK BRAND STRATEGY<br />ANALYZE<br />INSIGHTS<br />Attention = Currency.<br />BUILD VALUE<br />EXTEND<br />SOCIAL REACH<br /> CAPTURE IT!<br />CUSTOMIZE<br />& ENGAGE<br />

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