HKD2 - Facebook - Social Changes Everything


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Trevor Johnson, Head of Strategy and Planning, explains how marketers can use Facebook to reach their audiences

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HKD2 - Facebook - Social Changes Everything

  1. 1. Social Changes Everything Demystifying Social Media: WPP Trevor Johnson, Head of Strategy and Planning March, 2010
  2. 2. 1 2 3 The world’s Social changes You can be social gone social everything too
  3. 3. 400M 100M monthly active users mobile users
  4. 4. Brands have gone social Millions of fans 6,100,000 5,200,000 4,300,000 4,400,000 4,000,000 3,600,000 3,200,000
  5. 5. 1 2 3 The world’s Social changes You can be social gone social everything too
  6. 6. 1.  the growing importance of identity & authenticity 2.  opportunities will be driven by platform and technology
  7. 7. mapping the social graph is Facebook’s core product
  8. 8. Social is built on 3 pillars Underpinned by Technology / Platform Identity Sharing Platform Identity, Social Graph & Sharing via Social Graph Technology that Authentic Connections – Evolving Over Time Underpins and Enables
  9. 9. A platform for 3 core audiences Global Platform Providing Efficiency, Effectiveness, Scale BRANDS Users Developers Organisations Developer Community Brands and Real People Creating Experiences Organisations
  10. 10. Identity is core Real People Sharing and Connecting with their social graph
  11. 11. The Power of the Stream Information from your Social Graph
  12. 12. 1 2 3 The world’s Facebook changes You can be social gone social everything too
  13. 13. Social changes everything Brand Communication Changes: Engagement
  14. 14. Social changes everything New way of thinking for Marketers From… …To Traditional Online Engagement
  15. 15. 1 2 3 The world’s Facebook changes You can be social gone social everything too
  16. 16. You can be social too Simple steps for Marketers 1 Make it social, leverage the platform and the social graph 2 Keep it simple, get started and iterate Don’t think in campaigns and silos – 3 develop a conversational calendar 4 Think differently – harness new opportunities and experiment
  17. 17. Make it Social – Drive Earned Media Engagement Ads 1. RSVP to event 2. Invite friends 3. Add personal message
  18. 18. You can be social too: Grow a fan base Grow a Fan Base and Publish
  19. 19. You can be social too Users become creators – create new products
  20. 20. Identity drives engagement & relevance Myspace Love Music and Facebook Connect Choose the artist you want to connect to Visit MySpace One click Connect generates Site & Connect a personalised, highly with Facebook shareable video which can be posted to Profiles Customised video generated where artist interacts with the user’s profile Pic!
  21. 21. you can be social too – harness new opportunities
  22. 22. the virtual economy will be worth $10bn in 2010.
  23. 23. Social Drives response at scale Bulk Upload Tool What the bulk uploader delivers: • One-stop shop to easily create, target, edit, and track ads • Drives down the price of media through optimisation • More cost-effective media • Better conversion rates than generic ASUs • Allows you to buy, manage and optimise big campaigns
  24. 24. Create a Conversational Calendar: “Always On” Social Media Activity February March April May June July August September October November December Phase 1: Football TV Ad, Fan TV Ad Phase 2: Status recruitment + competition to win training update and Profile Get Britain Playing: Grass Roots Football pic donations, Elf Phase 3: World Cup: Tacticals Camp places and appear in video yourself and John around England Games Barnes Rap Brand Initiative Become A fan and Become a fan ads, polling, video Become a Fan only Reachblock on St commenting around England Series of Event ads to promote Football games offline Messaging to include competition Georges Day games. Reachblocks on key dates Promoting Promote Competitions via page, host TV spots Implement Status Tactical Status Updates on and supporters video on page update and Profile Get Britain Playing: Grass Roots Football: Offline Events, Groups and Teams to congregate Pic App to page and England games on Mars Page promote Updates based on World Cup content, live chats, John Barnes, Games etc Page Content Page Insights to Ad Ad End of Year Ad establish Effectiveness Effectiveness Page Insights Effectiveness targeting Study Study on Tier 2 and pulse Study? only Page Insights and pulse for Phase 3 Understand campaign targeting
  25. 25. To win in today’s world requires A different mindset different approaches different ways of working