Info.nl / Social Marketing - Facebook lab 11/11/2010

Starting 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 Marketing

Thomas van de Weerd
Previously in broadcasting 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 Potter 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
Critical Mass
Unrivalled Targeting Options
Strong User Engagement
Extensive Advertising Opportunities
The Viral Effect
OFFERS
Social media

Over 550m Active Users Globally
Over 169 million users in Europe
2007
2008
2009
2010
Source: Facebook internal data, Nov 2010

Top Facebook countries in Europe
United Kingdom 28m
Turkey 23m
France 19.5m
Italy 17.2m
Germany 12.4m
Spain 11.6m
Sweden 3.8m
Poland 3.7m
Belgium 3.6m
Netherlands 3.1m
Source: Facebook Internal Data, Nov 2010

Over 3.13m Active users in Holland
3.13+
2010
Source: Facebook internal data, November 2010
Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
2008
2009

Facebook Demographics Holland
Gender
Age
Source: Total active audience Facebook internal data July 2010

3.13m monthly active users
3.6 billion monthly page views
24% penetration of the online population
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
Huge Growth and Engagement

OK… COOL!
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
Applications
Facebook pages

The Facebook entities
YourWebsite.nl
Facebook Open Graph
Your Facebook Page
Apps

Facebook Pages
Brand presence where it matters

Facebook Pages
Much more than just a wall… time to get creative!

Amazon Example – Fan Acquisition

Coca-Cola Example – Brand Perception

Baileys Example – Product Launch

Clarins Example – Product Promotion

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 applications, games and competitions 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
Domino’s Pizza
A brand can broadcast a message to all of their fans at any time for free.
These could be special offers, general conversations etc and can drive users directly to the point of sale.
A user is 25% more likely to click on an ad with social context
A user is 4.5 times as likely to click on an organic story than a paid for impression
Engagement ads drive traffic directly to your Facebook Page
Like Ad
More Fans = More Sales
Organic impressions drive traffic to your page
Users can be driven to the point of sale directly from the page
By clicking ‘like’
a user makes a connection with your brand.
This causes a social action which will be seen by 5% of their friends in their newsfeed

Fans interact with you on Facebook
As a rough guide 70,000fanscan generate more than 30,000 free visitsto 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 effectiveness of Facebook Ads
http://mashable.com/2010/10/18/facebook-brands-likes-study/

Homepage Ads

ASUs (Ad Space Units)

Targeting

ReachblocksThe 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
Gifting Ad
Like Ad
Comment Ad
Polling Ad
Event Ad

How do Engagement Ads work?
A user is 25% more likely to click on an ad with social context
BRAND
Earned Media
Bought Media
Owned Media

Applications
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

Applications can be fun

Applications can be functional

Apps can be simple and effective

Apps provide services

Apps make it easy to take action

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

Boosting site engagement
IGN’s traffic is up 20%
Lovefilm traffic grows 300%
Facebook delivers 20% of all comments on cricket content
“
”

Facebook connect: All Options

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 Activity Feed and Recommendations 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 functionality to enhance your website
Like Button
Activity Feed
Recommendations
Like Box
Login Button
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 action

Contact Info.nl Social Marketing
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

Info.nl / Social Marketing - Facebook lab 11/11/2010

by Lorenzo Pireddu on Nov 16, 2010

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Info.nl / Social Marketing - Facebook lab 11/11/2010 — Presentation Transcript