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Facebook Lab 11/11/2010

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Facebook Lab 11/11/2010 Facebook Lab 11/11/2010 Presentation Transcript

  • Star%ng  with   Facebook?   2
  •   Catriona  Paton   •     Joined  Facebook  2008   •     London  office  first  outside  USA     •     Part  of  the  original  team  of  4,  now  London  has  over    50   employees  and  there  are  offices  all  over  the  world     •     Account  Strategist,  Business  Development       •     3  years  experience  at  Telegraph  Media  Group  (print  and   online),  UK’s  best-­‐read  quality  newspaper     • Facebook  Strategist  ,  Info.nl  Social  MarkeVng  
  • Thomas  van  de  Weerd         •   Previously  in  broadcasVng  at  SBS  and  Radio  538     •   Joined  Pathé  in  2008       •   Developing  the  new  media  strategy  for  Pathé     •   Last  movie  I’ve  seen:  ‘ The  Town’     •   Next  movie  I’ll  see:  ‘ The  Social  Network’  and  ‘Harry  Po]er  7.1’     •   Favorite  movie  trailer:  ‘ The  Comedian’  (Jerry  Seinfeld)
  • Facebook   A guide for business
  • Where  do  Users  Spend  their  Time  Online?   & Currently,  three  quarters  of  Internet  users  worldwide  visit  a  social  network  or   blog  when  they  go  online  —  that s  a  24%  increase  over  last  year.   http://mashable.com/2010/06/15/time-spent-online-nielse
  • Why  Brands  should  use  Facebook   •  Constant  Growth     •  CriVcal  Mass   •  Unrivalled  TargeVng   OpVons   OFFERS   •  Strong  User   l   Engagement   Socia   media •  Extensive  AdverVsing   OpportuniVes   •  The  Viral  Effect  
  • Over  550m  AcVve  Users  Globally   Over  169  million  users  in  Europe   2007 2008 2009 2010 Source:  Facebook  internal  data,  Nov  2010  
  • Top  Facebook  countries  in  Europe   1.  United  Kingdom          28m   2.  Turkey                                            23m   3.  France                                          19.5m   4.  Italy                                                    17.2m   5.  Germany                                  12.4m   6.  Spain                                                11.6m   7.  Sweden                                        3.8m   8.  Poland                                            3.7m   9.  Belgium                                      3.6m   10. Netherlands                      3.1m   Source:  Facebook  Internal  Data,  Nov  2010  
  • Over  3.13m  AcVve  users  in  Holland   3.13+   2008 2009 2010 Source:  Facebook  internal  data,  November  2010   Note:  AcVve  users  are  registered  users  who  have  logged  on  to  Facebook  at  least  once  in  the  last  30  days  
  • Facebook  Demographics  Holland   Gender   Age   Source:  Total  acVve  audience  Facebook  internal  data  July  2010  
  • Huge  Growth  and  Engagement   3.13m  monthly  ac%ve  users   3.6  billion  monthly  page  views   24%  penetra%on  of  the  online  popula%on   44%  of  users  return  to  the  site  daily   91  average  number  of  friends   872k  users  access  on  their  mobile   73%  of  users  come  back  every  week    
  • But  what  about  Facebook  for   business?  
  • Dutch  Facebook  Brands   Huge  Growth  and  Engagement  
  • The  Facebook  ecosystem  
  • Social  ads   Open  Graph   Target  User   News feed News feed Pages   Facebook  pages   ApplicaVons  
  • The  Facebook  enVVes   YourWebsite.nl   Your  Facebook   Facebook   Page   Open  Graph   Apps
  • Facebook  Pages   Brand presence where it matters
  • Facebook  Pages   Much  more  than  just  a  wall…                                                                            Vme  to  get  creaVve!  
  • Amazon  Example  –  Fan  AcquisiVon  
  • Coca-­‐Cola  Example  –  Brand  PercepVon  
  • Baileys  Example  –  Product  Launch  
  • Clarins  Example  –  Product  PromoVon  
  • Old  Navy  example  –  Driving  Sales  
  • Top  Tips  for  a  great  Facebook  Page   -   Give  your  page  a  clear  purpose   -   Define  your  strategy   -  Page  should  be  fun,  useful  and  shareable   -  Use  applicaVons,  games  and  compeVVons  to  add  depth     -  Provide   fan  only content   -  Include  plenty  of  links  to  your  website   -  Use  Facebook  Ads  to  gain  fans  quickly   -  Make  regular  and  relevant  status  updates   -  Keep  content  on  your  page  fresh   -  Ask  your  fans  what  they  want  to  see!  
  • The Value Of A Fan A  brand  can   broadcast  a  message   to  all  of  their  fans  at   A  user  is  25%  more  likely   A  user  is  4.5  Vmes  as  likely   any  Vme  for  free.     Engagement  ads  drive   traffic  directly  to  your   to  click  on  an  ad  with   to  click  on  an  organic  story     These  could  be   Facebook  Page   social  context   than  a  paid  for  impression   special  offers,   general   conversaVons  etc   and  can  drive  users   Like  Ad   directly  to  the  point   of  sale.   Domino’s Pizza Organic impressions drive traffic to your page More  Fans  =  More  Sales   Users  can  be   driven  to  the   point  of  sale   directly  from   the  page   By  clicking  ‘like’                                                                                                          a  user  makes  a   connecVon  with  your  brand.       This  causes  a  social  acVon   which  will  be  seen  by  5%  of   their  friends  in  their   newsfeed  
  • Fans  interact  with  you  on  Facebook   -  As  a  rough  guide  70,000  fans  can  generate  more  than  30,000   free  visits  to  your  website  on  a  weekly  basis  through  fan  page   updates   What  was  the  opening  rate  of  your  last  e-­‐mail?    
  • Facebook  Ads   Use the viral effect for your business goals
  • The  effecVveness  of  Facebook  Ads   h]p://mashable.com/2010/10/18/facebook-­‐brands-­‐likes-­‐study/    
  • Homepage  Ads  
  • ASUs  (Ad  Space  Units)  
  • TargeVng    
  • Reachblocks  The  Facebook  equivalent  of  a  Homepage  takeover?     Reach  every  Dutch  Facebook  user  over  24  hours   Weekday   •  3,830,000   impressions   •  1,000,000   unique  users   Weekend   •  3,404,000   impressions   •  900,000  unique   users  
  • Engagement  ads   GiVing  Ad   Like  Ad   Comment  Ad   Event  Ad   Polling  Ad  
  • How  do  Engagement  Ads  work?   A  user  is  25%  more  likely  to  click  on  an  ad  with  social  context   BRAND   Bought  Media     Earned  Media     Owned  Media    
  • Applica%ons   Stimulate the viral effect and engage users
  • Users  love  apps   •   Enriches  user  experience   on  Facebook   •   Add  user  engagement  to   your  page   •   Free  entertainment!   56,685,058   36,008,709   16,272,319  
  • ApplicaVons  can  be  fun  
  • ApplicaVons  can  be  funcVonal  
  • Apps  can  be  simple  and  effecVve  
  • Apps  provide  services  
  • Apps  make  it  easy  to  take  acVon  
  • Apps  can  even  replicate  your  online  store!  
  • Facebook  Places  
  • Making  the  web  more  social   •   Open  Graph   •   Facebook  Connect   •   Social  Plugins  
  • Open  Graph:  the  internet  is  more  social…  
  • Asos.com  has  gone  social  
  • Liking  feeds  back  to  Facebook  
  • BoosVng  site  engagement   IGN’s  traffic  is  up  20%     Lovefilm  traffic  grows   300%   Facebook  delivers  20%   of  all  comments  on   cricket  content  
  • Facebook  connect:  All  OpVons  
  • Facebook  connect:  All  OpVons  
  • Overview  of  Social  Plugins       Like  anything,  anywhere     Updates     That  page  can  also  keep   you  updated  through  your   News  Feed.   Your  friends   Find  out  what  your  friends  have  liked,  shared  and  commented   on  through  the  AcVvity  Feed  and  RecommendaVons  social   plugins.  These  new  plugins  offer  you  the  same  control  over   what  you  can  see  and  share  as  you  already  have  on  Facebook  
  • Social  Plugins   Facebook  funcVonality  to  enhance  your  website   Like  Bu]on   AcVvity  Feed   RecommendaVons   Like  Box   Login  Bu]on   Facepile   Comments   Live  Stream  
  • Levis  has  gone  Social  
  • Like  Box  to  connect  with  your  customers    
  • What  are  your  friends  doing?  
  • Facepile  –  your  friends  like  this  too!  
  • Say  what’s  on  your  mind!  
  • Live  Stream  in  acVon  
  • Contact  Info.nl  Social  MarkeVng   Daan  Bolder    daan@info.nl    t.  +31  20  530  9100    m.  +31  642717554     Liska  KoeKoek    liska@info.nl    t.  +31  20  530  9100    m.  +31  642717556