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Face to facebook 2 - Community management - English Version

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Face to facebook 2 - Community management - English Version …

Face to facebook 2 - Community management - English Version

Facebook Brand Pages:
How to manage them effectively ?

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  • 1. n°2 September 2010face to facebook #2Facebook Brand Pages:How to manage them effectively ? by© FullSIX 2010 – Strictly Confidential – All AnatoleReserved – No production or diffusion without written authorisationF: +(33)1 49 68 73 73 www.fullsix.com 157, rue Rights France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 –
  • 2. CONTEXT Brands need to fight for their share of attention among their fans Interaction with their fan base is key to harness the full potential of facebook marketing© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 3. KEY QUESTIONS  How can a brand maximize its share of attention in the facebook echo-system ?  How can they transform this attention into interaction, engagement and advocacy?   To have fans is fine. To engage them is better!   The more you reach new fans and interact with them ( i.e. fans who interact with you through likes or comments), the more your brand’s posts appear in their News Feeds To better understand how to engage fans on Facebook, we need to analyze the driving factors of fans interaction and engagement levels© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 4. APPROACHFrom Facebook Brand Pages Analysis to CommunityManagement Rules© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 4
  • 5. ANALYSIS METHODOLOGY   The brands’ selection is based on the following criteria:   Worldwide awareness   Broad range of number of fans   Broad range of posting frequency   Analysis of over a 1000 posts (the last 35 posts from 30 international brands)   For each brand, the analysis was based on:   The « interaction rate »: >  (number of likes + number of comments) per 1000 fans per month >  This interaction rate can be applied to a brand or to a single post   Frequency of Posts   Type of Post Content (news, connect, contest, promotion..)   Learnings of our research were completed by a study from Vitrue, US leader in fan page management solutions© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 5
  • 6. ANALYSED BRANDS© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 6
  • 7. Best performing Brands generate far more interactions than the ill-performing ones   Top 5 brands generate 37 times more interactions than bottom 5   Nike’s interaction rate is 100 times better than Ray Ban’s   Why ? 140 120 100 80 60 40 20 0 Interaction Rate (Total Interactions/ 1000 Fans/ Month)© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 7
  • 8. THE 9 RULES OFBRAND PAGE MANAGEMENT www.fullsix.com 157, rue Anatole France, 92309 Levallois-Perret Cedex – T: +33 1 49 68 73 00 – F: +33 1 49 68 73 73
  • 9. Rule #1: A pro-active and professional animation of your Brand Page will maximize interactions with your community of fans/likers  Obviously, the interaction rate varies from industry to industry as some generate more interest than others   On average, CPG Brands generate 3 times more interaction than Fast Foods, whatever the type of post.   But this does not explain a 35 times difference…© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 9
  • 10. Rule #1: A pro-active and professional animation of your Brand Page will maximize interactions with your community of fans/likers  Good Community Management practices explain huge differences of interaction rates between brands   Within the same industry (fashion for instance), the interaction rate varies by 25 times between Victoria’s Secret and Ray Ban, 4 times between H&M and Gap   The difference is clearly related to community management practices Interac4on  Rate   Number  of  Fans     (Interac4ons/  1000  Fans   Brand   Industry   (at  4me  of  analysis)   /  Month)  Victorias  Secret   Fashion   3237062   27,31  H&M   Fashion   1980521   16,94  Levis   Fashion   428887   10,24  Diesel   Fashion   438294   5,62  GAP   Fashion   565409   3,97  Ray  Ban   – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation© FullSIX 2010 Fashion   972526   101,11  
  • 11. Rule #2. Don’t be afraid to post several times a day, with once a day as a minimum   Interaction rates per post are comparable whatever the frequency of posting   If a Brand posts often, it generates much more interactions: posting 4 times/day vs 2 times/week generates up to 10 times more (80 interactions vs 8 per 1000 fans )   We cannot identify any « spam » effect up to 4-5 times a day Every  6   Less  oVen   hours  or   Between    6  and   Between  1  day   Between  1  week  and  1   than  once  Pos4ng  Frequency  (F)   more  oVen   24  hours   and  7  days   month   per  Month  Average  Interac4on  rate  (%  of  interac4on/post/1000  fans)   0,09%   0,09%   0,11%   0,13%   0,11%  Average  number  of  Posts  per  Month   120   60   8   4   1  Average  number  of   80   47  interac4ons/month/1000  fans   Rights Reserved – No production or diffusion © FullSIX 2010 – Strictly Confidential – All 8   without written authorisation 5   1   11
  • 12. Rule#3: Ensure regular posting frequency and do not stop posting for long periods of time Pringles Interaction Rate per post – March 2009/June 20100,00450,00400,00350,00300,00250,0020 Interaction Rate0,0015 First break: 2 months Second break: 6 months Interaction rate Interaction rate0,0010 divided by 3 divided by 100,00050,0000© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 13. Rule #4. Re-post key contents several times at different hours to maximize its reach  Posting once is not enough, it generates a limited reach among the fan base  The Clinique example shows that the top 3 « interacted » publications are the same post  Reposting several times your most « interacted » publications is recommended: their interaction rate will remain high because they will reach fans who have probably not seen the first ones. Clinique – Nb of feedbacks per post© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 14. Rule #5. All days do not generate the same level of interaction…and this varies industry by industry  Overall, week days are more effective than weekend days   Friday gets the most engagement per fan than Saturday with 64% more shares, likes and comments; and 13% more than Saturday   Friday is only 7% more effective than Monday and 3% more than Tuesday and Thursday.© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 15. Rule #5. All days do not generate the same level of interaction…and this varies industry by industry   Most effective days vary by industry:For CPG, Thursday is: For Fast Foods, Wednesday is• 136% more effective than Wednesday • 34% more effective than Sunday;• 18%more than Saturday. • 156% more effective than Saturday• 51% more than Sunday • 147% more effective than Tuesday. © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 16. Rule#6. Time of day matters but also varies from industry byindustry  Overall, posts made before noon are more effective than posts made after noon   On average posts made before noon get 65% more engagement for the 20 analyzed brands© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 17. Rule#6. Time of day matters but also varies from industry by industry  Specifically, interaction of posts based on time of day varies by Industry and Brand.CPG- Consumer Packaged Goods: QSR- Quick Service Restaurants:Posts made before noon get 21% more Posts made after noon get 12% moreengagement than posts made after noon. interaction than in the morning. © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 18. We have identified 16 different types of content that Brands are using to manage their Pages  There are 16 different types of post content, that are more or less used by the analyzed brands as shown by the analysis of the « share of brand usage » 16% Usage rate (% of usage among the 1000+ analysed posts) 14% 12% 10% 8% 6% 4% 2% 0%  These different types of posts can be included within 6 different « fan management objectives » Fan Management Objectives (% of posts per objective)   CELEBRATION : 3 %   CONVERSATION: 21 %   INFORMATION: 29 %   STATUS/EXCLUSIVITY: 34 %   LEAD GENERATION: 2 %   BRAND VALUES: 6 % © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 18
  • 19. Rule #7. Make sure you identify which types of content generate more interaction for your brand. Rule #8: Get the right balance between your Brand short term marketing/commercial activity, your Brand heritage and values and the celebration of your fans activitiesHighly Interacted (share oftotal interactions) Types of Content Mapping ‘High potential’: Are underused as 35% of total interactions for only 5% 14% External News of posts 12% Fan Kudos History ‘Brands Favourites’ : both highly used and effective to generate interactions 10% Feedback Product Promotion 8% ‘Good Campaign potential’ 6% App Sale Event Connect Website Star 4% Connect Brand Festival News CSR ‘Underperformers’ : Highly used (39% of posts) 2% but do not generate much interaction (14% of interactions) Highly Used Misc. (share of Brand usage) 0% 0% 2% 4% 6% 8% 10% 12% © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 14% 16% 19
  • 20. Rule #9. Make efforts to create remarkable and exclusive content in an optimised form  Generate exclusive/interesting day-to-day content (videos, articles…) that is not limited to marketing campaigns  Make sure the posts are written (attention grabbing headlines) and illustrated with visuals (key visuals) to maximise their « stopping power »  Posts supported by images are more interacted than videos or text- only • Image posts received 22% more engagement than video posts. • Image posts received 54% more engagement than text posts. •  Video posts received 27% more engagement than text posts.© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 21. Rule #9. Make efforts to create remarkable and exclusive content in an optimised form   Type of Post effectiveness also varies industry by industryCPG Brands QSR BrandsImage posts= 2x interaction than text-only Image posts= 3x interaction than videoposts postsVideo posts= 0.5x interaction thanText-only posts= 2x interaction than video text-only postspost. © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 22. Are brands implementing these rules ?Top 5 implement a minimum of 5 of the rules while bottom 5 brands implement only a maximum of 3 rules www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73
  • 23. NIKE  FOOTBALL-­‐  RANKED  1/30  -­‐    RULES  FOLLOWED:  5    Nike  Football  is  a  specific  brand  example  which  has  achieved  extremely  high  interac6on  rates  by  pos6ng  regularly  and  frequently.  Nike  has  been  successful  in  iden6fying  the  content  categories  which  are  most  effec6ve  in  genera6ng  interac6on   Sr.  No   Rule     Yes/No   1   Community  Manager   Yes   2   Frequent  pos6ngs   Yes   3   Regular  Pos6ngs   Yes   4   Re-­‐pos6ng  important  content   No   5   Focus  on  proven  successful  types  of   Yes   content   6   Balance  between  short  term   No   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     Yes   (  Great  6tles  an  d  visuals)   Types  of  Content   Number  of  Fans:  1651461   Count  of  Post   Average  6me  between  posts:  0.5  days   20   13   Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :   1   1   117   External  News   Star  Connect   Feedback   Contest  
  • 24. NBA-­‐  RANK  2/30  -­‐  RULES  FOLLOWED:  6     NBA  generate  high  interac6on  thanks  to  its  rigour  in  following  the  rules  iden6fied.  Its  pos6ng  is  regular  and  frequent   as  well  as  focuses  on  successful  types  of  content  while  crea6ng  excep6onal  posts  to  keep  the  audiences  con6nuously   interested.   Sr.  No   Rule     Yes/No   1   Community  Manager   Yes   2   Frequent  pos6ngs   Yes   3   Regular  Pos6ngs   Yes   4   Re-­‐pos6ng  important  content   No   5   Focus  on  proven  successful  types  of   Yes   content   6   Balance  between  short  term   Yes   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     Yes   (  Great  6tles  an  d  visuals)   Types  of  Content  Number  of  Fans:  4158582   Count  of  Post   17  Average  6me  between  posts:  0.25  days   7   7   1  Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :  107   Brand  News   Connect   Sale   Feedback  
  • 25. PLAYSTATION:  RANK  3/30  -­‐  RULES  FOLLOWED:  6     Playsta6on  has  highest  frequency  between  posts  among  our  en6re  sample  set.  The  frequent  posts  and  diverse  and   cap6va6ng  content  keeps  the  consumers  coming  back  and  interac6ng  with  the  Playsta6on  community.   Sr.  No   Rule     Yes/No   1   Community  Manager   Yes   2   Frequent  pos6ngs   Yes   3   Regular  Pos6ngs   Yes   4   Re-­‐pos6ng  important  content   No   5   Focus  on  proven  successful  types  of   Yes   content   6   Balance  between  short  term   Yes   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     Yes   (  Great  6tles  an  d  visuals)   Types  of  Content  Number  of  Fans:  2228062     Count  of  Post  Average  6me  between  posts:  0.23  days   23  Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :  60   6   4   2   Brand  News   Event   Sale   Connect  
  • 26. MINI  COOPER-­‐  RANK  4/30  -­‐  RULES  FOLLOWED:  6      Mini  Cooper  has  well  balanced  content  categories.  Its  high  interac6on  specifically  are  due  to  its  par6cular  focus  on  the  category  ‘Feedback’,  which  encourages  the  fans  to  speak  to  the  brand  and  give  their  feedback  and  opinions  to  further  improve  the  Mini  experience.   Sr.  No   Rule     Yes/No   1   Community  Manager   Yes   2   Frequent  pos6ngs   Yes   3   Regular  Pos6ngs   Yes   4   Re-­‐pos6ng  important  content   No   5   Focus  on  proven  successful  types  of   Yes   content   6   Balance  between  short  term   Yes   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     Yes   (  Great  6tles  an  d  visuals)   Types  of  Content  Number  of  Fans:  331346   Count  of  Post   14  Average  6me  between  posts:  1.4  days   7   6   5  Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :  38   1   1   Feedback   Event   Product   Contest   Connect   History   Promo6on  
  • 27. CADILLAC:  RANK  5/30  -­‐  RULES  FOLLOWED:  7      Cadillac  has  a  balanced  por`olio  of  content  categories  with  regular  and  frequent  posts  as  well  as  repos6ng  important  contents.  Cadillac  follows  all  seven  rules  and  is  consequently  one  of  the  top  few  brands  in  terms  of  interac6on  rate.   Sr.   Rule     Yes/No   No   1   Community  Manager   Yes   2   Frequent  pos6ngs   Yes   3   Regular  Pos6ngs   Yes   4   Re-­‐pos6ng  important  content   Yes   5   Focus  on  proven  successful   Yes   types  of  content   6   Balance  between  short  term   Yes   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     Yes   (  Great  6tles  an  d  visuals)   Count  of  Post   Number  of  Fans:  168475       Count  of  Post   11   Average  6me  between  posts:  2.5  days   9   4   4   3   1   1   1   Interac6on  Rate  (  Total  Interac6on/1000  fans/ Promo6on   Website   Connect   App   Event   Feedback   Campaign   History   Product   Month)  :  32  
  • 28. REESE:  RANK  26/30  -­‐  RULES  FOLLOWED:  3    Reese  is  a  great  example  to  illustrate  that  while  balancing  short  term  commercial  brand  informa6on  and  rela6onal  posts  is  good,  it  is  impossible  to  achieve  success  on  Facebook  without  keeping  regular  contact  with  fans.   Sr.  No   Rule     Yes/No   1   Community  Manager   Yes   2   Frequent  pos6ngs   No   3   Regular  Pos6ngs   No   4   Re-­‐pos6ng  important  content   No   5   Focus  on  proven  successful  types  of   Yes   content   6   Balance  between  short  term   Yes   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     No   (  Great  6tles  an  d  visuals)   Types  of  Content  Number  of  Fans:  3478331   Count  of  Post   16  Average  6me  between  posts:  5  days   11   3  Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :   1   1   1  3,61   Connect   Campaign   Contest   CSR   Event   Product   Promo6on  
  • 29. BEN  &  JERRY’S:  RANK  27/30  -­‐  RULES  FOLLOWED:2    Ben  &  Jerry’s,  in  spite  of  a  large  number  of  fans,  fail  to  generate  interest  due  to  poor  community  management.  There  is  no  specifically  interes6ng  content  for  the  fans,  the  main  focus  being  its  CSR  ac6vi6es.  Ben  &  Jerry’s  also  lacks  regular  feeds  to  keep  the  consumers  hooked   Sr.  No   Rule     Yes/No   1   Community  Manager   Yes   2   Frequent  pos6ngs   No   3   Regular  Pos6ngs   No   4   Re-­‐pos6ng  important  content   Yes   5   Focus  on  proven  successful  types  of   No   content   6   Balance  between  short  term   No   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     No   (  Great  6tles  an  d  visuals)   Number  of  Fans:  1526208     Average  6me  between  posts:  15  days   Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :   1,33  
  • 30. Mc  DONALD’S  :  RANK  28/30  -­‐  RULES  FOLLOWED:1  Mc  Donald’s  has  extremely  low  interac6on  rates  because  of  lack  of  frequency  and  irregularity  in  posts  and  lack  of  focus  on  any  successful  type  of  content  category.     Sr.  No   Rule     Yes/No   1   Community  Manager   No   2   Frequent  pos6ngs   No   3   Regular  Pos6ngs   No   4   Re-­‐pos6ng  important  content   No   5   Focus  on  proven  successful  types  of   No   content   6   Balance  between  short  term   Yes   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     No   (  Great  6tles  an  d  visuals)   Types  of  Content  Number  of  Fans:  2535862     Count  of  Post   5   3   3  Average  6me  between  posts:  24  days   2   2   1   1   1  Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :   Promo6on   Contest   Brand   Connect   Fes6val   Event   Campaign   CSR   News   Product  1,32  
  • 31. PRINGLES:  RANK  29/30  -­‐  RULES  FOLLOWED:  3     Pringles  has  excellent  focus  in  crea6ng  remarkable  posts  and  focusing  on  successful  types  on  content.  But,  without   regular  posts  and  balance  between  different  content  categories  it  is  not  successful.   Sr.  No   Rule     Yes/No   1   Community  Manager   Yes   2   Frequent  pos6ngs   No   3   Regular  Pos6ngs   No   4   Re-­‐pos6ng  important  content   No   5   Focus  on  proven  successful  types  of   Yes   content   6   Balance  between  short  term   commercial  brand  info  and   rela6onal  posts   No   7   Crea6ng  remarkable  posts     Yes   (  Great  6tles  an  d  visuals)   Types  of  Content  Number  of  Fans:  4596957   Types  of  Content   16  Average  6me  between  posts:  17  days   6  Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :   3   1   1  1,32   Campaign   Feedback   Connect   Event   Star  Connect  
  • 32. RAY  BAN-­‐  RANK  30/30  -­‐  RULES  FOLLOWED:  0      Ray  Ban  has  the  lowest  interac6on  rate  within  our  sample  size,  primarily  because  of  the  non-­‐applica6on  of  the  rules  and    its  focus  on  miscellaneous  content  unrelated  to  its  brand.   Sr.  No   Rule     Yes/No   1   Community  Manager   No   2   Frequent  pos6ngs   No   3   Regular  Pos6ngs   No   4   Re-­‐pos6ng  important  content   No   5   Focus  on  proven  successful  types  of   No   content   6   Balance  between  short  term   No   commercial  brand  info  and   rela6onal  posts   7   Crea6ng  remarkable  posts     No   (  Great  6tles  an  d  visuals)  Number  of  Fans:  1230104    Average  6me  between  posts:  12  days  Interac6on  Rate  (  Total  Interac6on/1000  fans/Month)  :  1,11  
  • 33. Next Steps   Understand the facts in your industry   Do the same research and analysis on your industry and your brand, with a in-depth international benchmark   Set up an ongoing learning plan   What is the optimal frequency of posting?   What is the effectiveness of reposting interesting content and the ideal number of reposts?   What are the best days to post on?   What is the best time of the day to post on?   What are the best types of content for the brand?   What should be the ideal split between types of content ?   What is the best way to optimize form to maximize effectiveness?© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 33
  • 34. Going further…   If you want to know more about this research…   If you want to know more about Fullsix and its social media/ facebook approach and capabilities…   If you want to adapt this research and analysis to your specific brand and category and see how you can optimise your facebook community management… …please contact Frédéric Colas Chief Strategic Officer, Fullsix Group colas@fullsix.com @fredcolas +33613090326© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 34
  • 35. TYPES OF CONTENTFan Kudos – Congratulatory messages to brand fans for achieving milestones.• YAY! YAY! And YAY! Our page is 3 million sexy - and were celebrating with a limited-editionpanty & want YOU to help us choose the fan-tastic graphic to print on them. – Victoria’sSecret• Six million high fives for our 6 MILLION Red Bull Fans!Connect- Connecting, interacting and networking with fans through various topics of interest.  Make a wish—and turn it into your New Year’s resolution! Tell us: what’s #1 on your wish list and how are you going to make it happen? – Clinique  Happy Monday! : What did you play this weekend? – PlaystationHistory- Brand History and Stories  VINTAGE PICK OF THE WEEK: CHECK OUT BRITT EKLAND & PETER SELLERS - 60s & 70s FAVORITES! – GUCCI  Memory lane has NEVER looked so sexy! Were celebrating 15 years of sun, swim & supermodels. How many of your faves can you pick out? – Victoria’s Secret © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 35
  • 36. TYPES OF CONTENTFeedback- Asking brand fans for their feedback, opinions, comments and reactions on various topics.  Art and Science has always been integral to our design philosophy. Which do you think plays a larger role in the design of a car -- Art or Science? - Cadillac  Are you are Boot, Skinny, Relaxed, or Straight Fit? – Levi’sMatch- Updates relating to matches in various different sports.• To be crowned the kings of Europe, Inter will have to beat the best.Barcelona return tothe Giuseppe Meazza with a consecutive European final just two games away.• Camp Nou plays host to another Barca master class. Pedro provides the flair with a lobfrom the centre circle.Sale- Discounts and promotional prices on brand products.• EXCLUSIVE ONLINE DIESEL BE STUPID TSHIRT SALE UPDATE... – DIESEL• Weve reached $1 billion in online sales, and to thank our customers, were giving a free2-piece order of Chocolate Lava Crunch Cakes with online orders on February 14.-DOMINOS © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 36
  • 37. TYPES OF CONTENT News- Brand news and updates.   Alice returns to wonderland when Tim Burtons take on the classic tale arrives in theaters today. In 3D and IMAX 3D! – Disney   GUCCI ICON-TEMPORARY LONDON NOW OPEN located at 37 Earlham Street, Seven Dials, Covent Garden, WC2. - GUCCICampaign- Updates on new brand campaigns, advertising, and publicity and marketing campaigns.  Tout est possible, mais… on vous dit toujours: Ne soyez pas stupide! - DIESEL  Feeling like the sexiest woman on earth isnt the only perk of shopping VS. Get cash rewards, first dibs on new products, in-store previews & more with the Angel Card. – Victoria’s SecretFestival- Special brand offering on festivals and public holidays.•  Happy Easter! - Best Buy•  Happy Cinco de Mayo, Pop-Tarts™ fans! How are you going to celebrate today?- Kelloggs© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 37
  • 38. TYPES OF CONTENT CSR- Updates relating to brands’ social initiatives and corporate social responsibility.   Shock shock horror horror!! When it comes to animal rights, we all know the terrible reality of how heels are made. A group of intrepidly ingenious individuals are here to save the day. – Diesel   It’s Breast Cancer Awareness month. Get inspired to get healthier!- CliniqueProduct Promotion- Promotion of new products and new collections.•  Never Hide Films presents this summers hottest film about being cool - "ReservoirWalking." – Ray Ban•  On June 6th we’ll be unveiling a new member of the Gillette family – our muchanticipated Fusion ProGlide shaving system! – GilletteWebsite- Promotion of brands owned media.• Hello fans! Please be sure to check out our new “Experience” tab to see videos, sharevirtual gifts, download wallpapers and learn more about Cadillac.• Today on hm.com and m.hm.com (mobile): Project Black Book, new Fashion Video andStyle Guides, new arrivals In Stores Now and much more!© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 38
  • 39. TYPES OF CONTENT Contest- Competitions, challenges or games where fans can participate and win prizes.   MINI Have you entered the MINI Space Product Design Competition with Fatboy yet? If not, watch the instructional video for some inspiration:   He’s one of the fastest players on earth. Who better to test yourself against?You’ll need rapid pace and agility to truly compete with CR9.Take the challenge on Facebook – Nike Event- Brand events, happenings and occurrences. • Last chance to vote on Movie Awards nominees before tomorrow at noon...click to vote and make your voice heard!- MTv • Beauty on the Red Carpet: CHANEL Celebrity Makeup Artists gave Sandra Bullock, Cameron Diaz, Amanda Seyfried, Rachel McAdams, and Julianne Moore their spotlight- stealing looks. – Chanel Star Connect- Brands’ association with celebrities, athletes and other public figures. • Landon Donovan is our hero... what kind of Levis should he be wearing? – Levi’s • The Nike Football Insider in London meeting with Clint Dempsey. Were talking about some of the things I need to do to make the jump to the pro game. - Nike© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 39
  • 40. TYPES OF CONTENTApp- Information about newly launched apps for Apple, Android, Facebook or other such platforms.  iTunes 9 User Tip: Access thousands of books with the free iBook app on iPad. – iTunes  Getting an iPad today? Check out our new 1969 Stream app! It has lots of stylish denim photos+videos, plus a cool new way to shop on the iPad. - GAPMiscellaneous-• Tips- Our makeup pro offers up some tips & tricks to get that ethereal look forSpring.- Victoria’s Secret.• South Park just celebrated its 200th episode. Which one’s your favorite? -iTunes© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 40
  • 41. n°2 September 2010face to facebook #2Thank you by© FullSIX 2010 – Strictly Confidential – All AnatoleReserved – No production or diffusion without written authorisationF: +(33)1 49 68 73 73 www.fullsix.com 157, rue Rights France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 –

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