A marketing tool for your company

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On May 3rd, 2011 MakeMeReach explained how to set up a marketing strategy on Facebook at the conference of the Chamber of Commerce and Industry in Paris.

For people who was not present, let us show you our presentation in 7 points :

- Creation of a fan page
- What is a fan page and how to animate ?
- Applications and Viral Dynamics
- Efficient use of social plug-ins
- How communicate about its fan page ?
- Media campaigns
- Community Management

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A marketing tool for your company

  1. 1. A marketing tool for yourcompany 1  
  2. 2. 1 PRESENTATION OF FACEBOOK 2 PAGES 3 APPLICATIONS COMMUNITY AND VIRAL MANAGEMENT DYNAMICS Facebook, a marketing tool for your company 4 5 EFFICIENT USE FACEBOOK OF SOCIAL AND PLUG-INS ADVERTISING 2  
  3. 3. Introduction CREATION CREATION OF A FAN PAGE OF AN APPLICATION Establishing a360° strategy VIRAL COMMUNITY PHENOMENON MANAGEMENT MANAGEMENT 3  
  4. 4. 1 PRESENTATION PRÉSENTATION OF FACEBOOK DES PAGES 2 FACEBOOK PAGE 3 APPLICATIONS COMMUNITY AND VIRAL MANAGEMENT PHENOMENON Presentation of Facebook Pages 4 5 EFFICIENT USE FACEBOOK OF SOCIAL AND PLUGINS ADVERTISING 4  
  5. 5. 1. Presentation of Facebook Pages §  What is a « fan » page ? §  Why develop a Facebook page ? §  Elements of advices for your page •  Launch •  Content •  Management §  Examples of pages 5  
  6. 6. 1. Presentation of Facebook PagesWhat’s a Facebook page ?1.  Name and type of page (+url) 1   2  2.  « Like » button3.  Profile picture 4   10  4.  Emphasized image5.  Tabs 3  6.  Presentation7.  Fans8.  Tools9.  Wall10. Social links 5   9   6   7   8   6  
  7. 7. 1. Presentation of Facebook PagesWhat’s a Facebook page ?Differences between a Facebook profile, a group and a Facebook page. Profile   Group   Page   A  maximum  of  5000  friends   No  limit  regarding  the   No  limit  regarding  the   number  of  members   number  of  members   Private  inbox  messages   «  Closed  »  communicaEon       Advanced  staEsEcs   PublicaEons  on  wall   PublicaEons  on  wall   PublicaEons  on  wall   Friend  request   Adding  friends  whitout   Page  suggesEons   validaEon   Short  Urls   Low  visibility   Short  Urls   Not  revelant  for  a  brand   Not  relevant  for  a  brand   AcEvity  noEficaEons   7  
  8. 8. 1. Presentation of Facebook PagesWhat’s a Facebook page ?Former « fan pages ».Possibility of « liking » the page.The act of « liking » creates a linkbetween the user’s page and whatwe call the social graph. Creation’s screen of Facebook page 8  
  9. 9. 1. Presentation of Facebook PagesWhy create a Facebook page ? §  To be present, generate visibility §  Create a community, to recruit prospect clients §  To generate « Fans », ambassadors for your brand and product §  Improve your brand image §  Being able to react and cover a « bad buzz » §  Friends of clients are also your clients 9  
  10. 10. 1. Presentation of Facebook PagesWhy create a Facebook page ? Why do visitors of a Facebook page become « fans » ? (several possible answers) 40% in order to receive offers and discounts 39% to show others their preference for that brand 34% to stay tuned on the brand’s current news 33% to get updates and information on the future products 29% for fun and entertainment 25% to access exclusive content 22% following a friend’s suggestion 21% to learn more about the company 13% to interact 10  
  11. 11. 1. Presentation of Facebook PagesElement of advice for your page: The launchChoose the name of your page, then its customize URL §  What do you wish to emphasize ? §  Are you creating a community revolving around a brand or a product? Cauet  Example : NRJ radio on  NRJ  •  One NRJ pages (700 000+ fans) The  6/9   of    •  One Cauet pages (300 000+ fans) Nikos   One 6/9 page (185 000+ fans)•  Local pages with customized animations Etc.   11  
  12. 12. 1. Presentation of Facebook PagesElement of advice for your page: The launchGetting people to know your fan page: §  On your website §  In your newsletters §  In your email signatures §  On your documents §  Etc.Making sure you develop as much information as you can about yourFacebook page. §  Think of web browsers (Google and Facebook) §  Think of the future fansCreate an appealing homepage (landing page)Develop a media plan for the launch (ex: advertisement on Facebook) 12  
  13. 13. 1. Presentation of Facebook PagesElement of advice for your page: The launchCreate an attractive landing page§  Encourage visitors to « like » your page and limit its content§  Explain the advantages (short or long term) on becoming a « fan » of your brand or product§  Introduce yourself: Who are you? What do you offer?§  No external links 13  
  14. 14. 1. Presentation of Facebook PagesElement of advice for your page: The launchThink of present, past and future fans.What you publish on your page’s wall then appear on your fans’ home page.Use applications on your page (cf. applications).More details in the « community management » part of the presentation. 14  
  15. 15. 1. Presentation of Facebook PagesElement of advice for your page: The managementUse community management tools to manage your fan page.Study your page’s statistics:§  Number of fans/new fans§  Most viewed tabs§  External references§  Demographics •  Age and gender •  City, Country, Language§  Interactions (likes, comments) 15  
  16. 16. 1. Presentation of Facebook PagesExamples of pages 16  
  17. 17. 1. Presentation of Facebook PagesExamples of pages 17  
  18. 18. 1. Presentation of Facebook PagesExamples of pages 18  
  19. 19. 1. Presentation of Facebook PagesExamples of pages 19  
  20. 20. 1 PRESENTATION OF FACEBOOK 2 PAGES 3 APPLICATIONS LES COMMUNITY APPLICATIONS AND VIRAL MANAGEMENT ETDYNAMICS LA VIRALITÉ Applications and viral dynamics 4 5 EFFICIENT USE FACEBOOK OF SOCIAL AND PLUG-INS ADVERTISING 20  
  21. 21. 2. Applications and viral dynamics §  What is an application ? •  On Facebook •  On a « fan » page •  On a website •  On mobile phone (smartphone) §  Viral dynamics : explanation of the concept §  Some rules to follow 21  
  22. 22. 2. Applications and viral dynamicsWhat is an application ?An application allows to develop an operation or a gameintegrated into the user’s experience.It is integrated to the Facebook Social Graph by allowingan interaction between users’ information andrelationships on the network.Your applications can, among other things, use the user’ birth date, thier friendslist, their hobbies, the places they visited, their pictures, events, statuses,videos, etc… 22  
  23. 23. 2. Applications and viral dynamicsWhat is an application?A Facebook application integrates itself within the platform and is completelytransparent. 23  
  24. 24. 2. Applications and viral dynamicsWhat is an application?A Facebook application page is integrated within the page as an extra tab. Exampleof such tab, with the Twitter application: 24  
  25. 25. 2. Applications and viral dynamicsWhat is an application?There are numerous applications you can install on a fan page: §  Youtube Videos §  Twitter §  Polls §  RSS data §  Musical player §  Etc.It is also possible to create customized tabs (home tab, website integration, games,etc…) 25  
  26. 26. 2. Applications and viral dynamicsWhat is an application?An application on a Facebook page is integrated within the page as an extra tab.Example of customized tab: 26  
  27. 27. 2. Applications and viral dynamicsWhat is an application?Other example of a customized tab: 27  
  28. 28. 2. Applications and viral dynamicsWhat is an application?An application on a website integrates the Facebook graph within a regularwebsite. Example: use of Facebook statuses 28  
  29. 29. 2. Applications and viral dynamicsWhat is an application?Results from publishing on Facebook 29  
  30. 30. 2. Applications and viral dynamicsWhat is an application?A mobile phone application integrates the Facebook graph within a mobile phone.Example: on Androïd, Apple OS (Iphone), Windows Phone, Web. 30  
  31. 31. 2. Applications and viral dynamicsViral mechanisms explainedVirality is an application’s capacity to spread on thenetwork. One should not mix up virality and SPAMThe imposition of sharing is not an adequate strategy.The user should feel the actual will to share theapplication, whether it be directly.A few examples of indirect mechanisms: §  Players ranking §  Viral videos §  Team games and community mechanisms 31  
  32. 32. 2. Applications and viral dynamicsViral mechanisms explainedPublication mecanisms 32  
  33. 33. 2. Applications and viral dynamicsViral mechanisms explainedInvitation mechanisms 33  
  34. 34. 2. Applications and viral dynamicsViral mechanisms explainedRanking mechanisms 34  
  35. 35. 2. Applications and viral dynamicsA few rules to be respectedA few policies and terms of use are imposed byFacebook to keep: §  A platform with only few spam §  An enjoyable user experienceThe violation of such rules may lead to your applicationor fan page being shut down. There are a few things which are technically doable, but which are not allowed by Facebook. 35  
  36. 36. 2. Applications and viral dynamicsA few rules to be respectedFor example your may not:§  Create a contest game directly on a fan page’s wall (inside a status for example)§  Post a message on a user’s wall without notifying the user of that action§  Posting advertisement on a wall on within the tabs of a fan page§  Rewarding or limiting certain actors, following a viral action such as inviting a friend. It is a rather long list, which makes it necessary to collaborate with people with perfect knowledge and comprehension of these « terms of use ». 36  
  37. 37. 1 PRESENTATION OF FACEBOOK 2 PAGE 3 3 APPLICATIONS COMMUNITY LE AND VIRAL MANAGEMENT COMMUNITY DYNAMICS MANAGEMENT Community Management 4 5 EFFICIENT USE FACEBOOK OF SOCIAL AND PLUG-INS ADVERTISING 37  
  38. 38. 3. Community management §  Community management ? •  Definition •  What for? §  Defining a community strategy •  Which objectives ? §  The community manager’s missions 38  
  39. 39. 3. Community managementWhat is community management?Context: an environnement in evolutionwith the development of Web 2.0, to whichbrands have to adapt.§  Internet users are not spectators anymore: they have become actors. They now wish to express themselves and speak up.§  Conversations are now more crucial than brands. 39  
  40. 40. 3. Community managementWhat is community management?Community management is the construction and management of a sustainableand quality relationship with Internet users, via the creation of a community.•  On average 55 minutes spent online every day•  1 profile out of 3 is a fan of least one brand•  1 single posted message is on average read by 120 people 40  
  41. 41. 3. Community managementWhat is community management? Increase visibility Strengthering the brand premium image Being a reactive brand and limiting bad publicity Prospection and strengthering of a client Better web referencing base Multiplication of links towards Offer of exclusive content / the brand and its products development of individual relationships 41  
  42. 42. 3. Community managementDefining a community strategyOne should thus ask oneself the right questions, in the right order !The creation of a community always starts with the definition of a target, as wellas with attainable quantitative and qualitative objectives. Which For what target, To reach what Positioning ? with a specific objectives ? wording ? 42  
  43. 43. 3. Community managementDefining a community strategyWhat are the qualitative and quantitative objectives to be reached? Qualitative Quantitative §  Fame §  Interactions §  Visibility §  Evolution §  Image §  Activity 43  
  44. 44. 3. Community managementThe community manager’s missions: Keeping an eye Customized on things Animating Moderating 44  
  45. 45. 3. Community managementThe community manager’s missions: keeping aneye on things•  Keeping an eye on creation of unofficial groups or fan pages about your brand or produts.•  Regularly doing a competition study on your competitors’ community management.•  Following the updates of Facebook’s terms of use, and making sure your organization is indeed in compliance with them.•  Noticing the best fans and ambassadors for your brand. 45  
  46. 46. 3. Community managementThe community manager’s missions: animating•  Setting up an editorial calendar ad community management charter.•  Starting the dialogue with the community, in order to become a close and conversational brand. Do not hesitate to thank, quote, put fans under the spotlight and respond to their comments and messages.•  Maintaining a regular activity in order to give your brand a long-term livelihood and a permanent presence on social networks. 46  
  47. 47. 3. Le community managementThe community manager’s missions: customized•  Customizing your page in order to allow the fans’ identification (profile picture, creation of a theme, etc.)•  Creating quality content that is both exclusive and original (status, picture, video, discussion) 47  
  48. 48. 3. Community managementThe community manager’s missions: moderating•  Setting up a moderation charter defining the rules to be respected on the page, by both the community manager and the fans.•  Applying these rules to the page daily.•  Noticing and tracking fake accounts.•  Deleting interventions that no respect the pre-established charter, and blocking the users regularly writing disrespectful comments.•  Being transparent in your responses to fans and intervening in the event of a crisis. 48  
  49. 49. 1 PRESENTATION OF FACEBOOK 2 PAGE 3 APPLICATIONS COMMUNITY AND VIRAL MANAGEMENT DYNAMICS Use of social plugins 4 5 EFFICIENT USE UTILISATION FACEBOOK OF SOCIAL EFFICACE AND DES PLUGINS PLUG-INS ADVERTISING SOCIAUX
  50. 50. 4. Efficient use of social plugins §  Concept of social plugins §  The numerous social plugins §  Like button §  Send button §  Comments box §  Like box §  Login & Registration §  Activity Feed & Recommendations §  Live Stream §  Statistics and optimisation 50  
  51. 51. 4. Efficient use of social pluginsConcept of social pluginsSocial plugins are elements to be integrated into your website.They allow to socialize your website, and give you the opportunity to increaseyour viral and social capacity.There were 8 only a year ago, and there are 10 now. The possibilities they offersand thier diversity are always increasing.The most famous is the « like button », but the way it works is still very oftenmisunderstood. 51  
  52. 52. 4. Efficient use of social pluginsThe numerous social pluginsThe like button makes your website more social 52  
  53. 53. 4. Efficient use of social pluginsThe numerous social pluginsThe « like » button increases your social referencing 53  
  54. 54. 4. Efficient use of social pluginsThe numerous social pluginsSend button 54  
  55. 55. 4. Efficient use of social pluginsThe numerous social pluginsSend button 55  
  56. 56. 4. Efficient use of social pluginsThe numerous social pluginsComment box 56  
  57. 57. 4. Efficient use of social pluginsThe numerous social pluginsLike box It is the link between your Facebook page and your website. Among other things, it offers:: §  A button to « like » the page §  A news feed §  Customizable height and colours §  The best « like » buttons 57  
  58. 58. 4. Efficient use of social pluginsThe numerous social pluginsLogin 58  
  59. 59. 4. Efficient use of social pluginsThe numerous social pluginsRegistration 59  
  60. 60. 4. Efficient use of social pluginsThe numerous social pluginsActivity feed & recommandation 60  
  61. 61. 4. Efficient use of social pluginsThe numerous social pluginsLive stream 61  
  62. 62. 4. Efficient use of social pluginsStatistics and optimisationsStatistics Possibility to find out: •  The number of « likes » on the website •  The sharing and publishing rates •  Return rates •  Global transformation 62  
  63. 63. 1 PRESENTATION TO 2 FACEBOOK PAGES 3 APPLICATIONS COMMUNITY AND VIRAL MANAGEMENT DYNAMICS Advertisement on applications 4 5 EFFICIENT USE ADVERTISEMENT FACEBOOK OF ON ET LA SOCIAL APPLICATIONS PUBLICITÉ PLUGINS 63  
  64. 64. 5. Advertisement on applications §  Advertisement on applications §  Concept §  Quality Traffic §  Innovation §  Advertising formats §  Opportunities 64  
  65. 65. 5. Advertisement on applicationsWhat is a Facebook advertising platform?A Facebook advertising platform is the link between advertisers willing to promotetheir campaigns and publishers willing to monetize their applications 65  
  66. 66. 5. Advertisement on applicationsWhat is an Ad Provider Facebook platform?Facebook imposes a good behavior policy to platforms:•  Not to promote borderline (erotica, etc.) or illegal campaigns(betting games, scams such as « Become rich instantly » etc)•  Propose clear offers that never lead the user astray•  Never to use data obtained indirectly through Facebook or directly through monetized applications•  Obligation to add a way for the user to complain for each advertisement, in order for the user to have a right to denounce immoral or illegal actions. IF THESE CONDITIONS ARE NOT RESPECTED, THE PLATFORM CANNOT BE ACKNOLWDEGED FACEBOOK ADPROVIDER 66  
  67. 67. 5. Advertisement on applicationsConcept of advertisement on applications Publishers Advertisers 67  
  68. 68. 5. Advertisement on applicationsTraffic : Strong Diversified Targeted +10 million Great number of Highly qualified MAUs* applications with audience thanks to different themes each application’s (General Culture, specificities Gaming, etc.)*Source MakeMeReach   68  
  69. 69. 5. Advertisement on applicationsThe traffic’s users : Loyal Active Influential Voluntary action to Very high connection The application’s install the time: 25 min on virality application, user’s average encourages friends interest for its theme to play, and thus watch the advertisement*Source Kobojo   69  
  70. 70. 5. Advertisement on applicationsInnovation in application advertising Users Material Audience +20 millions Fun, based on More committed Facebook users in entertainment than on an ordinary France and +600 website millions throughout the world**Source Facebook   70  
  71. 71. 5. Advertisement on applicationsInnovation in application advertising Acquisition Format Promotion New acquisition lit Attractive formats Promotion of like emailing or diplay (Video, big banner, application targetting on a classic website. media rectangle…) on users who already key areas, in a game installed an application preload for example. 71  
  72. 72. 5. Advertisement on applicationsAdvertising FormatsApplication download zone:PreloadMedium Rectangle300 x 250Example of the Gooboxapplication 72  
  73. 73. 5. Advertisement on applicationsAdvertising FormatsDisplay zone during the gameMegabanner& Medium RectangleExample of the Le Plus GrandQuiz de France application 73  
  74. 74. 5. Advertisement on applicationsAdvertising FormatsZone de téléchargement du jeu :PreloadMedium Rectangle300 x 250Exemple sur l’applicationFootmasterz 74  
  75. 75. 5. Advertisement on applicationsAdvertising FormatsThe application’s hompage zone:Top HomeMegabanner728 x 90Example of the Footmasterzapplication 75  
  76. 76. 5. Advertisement on applicationsAdvertising FormatsThe application’s hompage zone:Top HomeMedium Rectangle300 x 250Example of the Gooboxapplication 76  
  77. 77. 5. Advertisement on applicationsAdvertising FormatsThe application’s hompage zone:Top + Bottom HomeMegabanner& Medium RectangleExample of the Le Plus GrandQuiz de France application 77  
  78. 78. 5. Advertisement on applicationsAdvertising FormatsDisplay zone during the gameMegabanner728 x 90Example of the Gooboxapplication 78  
  79. 79. 5. Advertisement on applicationsAdvertising FormatsDisplay zone during the gameMegabanner& Medium RectangleExample of the Le Plus GrandQuiz de France application 79  
  80. 80. 5. Advertisement on applicationsOpportunities Becoming a primary Target highly active actor on an essential Generate traffic on your communities, with a real material that is still not website or on your interest in your product too operated on. Facebook application or offer 80  
  81. 81. 1 PRESENTATION TO 2 FACEBOOK PAGES 3 COMMUNITY APPLICATIONS MANAGEMENT AND VIRAL DYNAMICS Introducing MakeMeReach 4 5 FACEBOOK EFFICIENT USE AND OF SOCIAL ADVERTISING PLUGINS MAKEMEREACH 81  
  82. 82. MakeMeReachMakeMeReach is the number one advertising platform for Facebookapplications in France.Created in September 2009, it has become a Facebook Adprovider in 2011.After creating its own advertising platform, MakeMeReach developed itsoffer by creating a Social Media Marketing department and offering todevelop Facebook applications, to create, animate, and promoteFacebook pages.Today, MakeMeReach works with more than twenty employees andcollaborates with such premium brands as Oasis, BNP Paribas, NRJ,Renault and L’Oréal. 82  
  83. 83. MakeMeReach Advertising platform Creation of applications Number 1 French platform on Facebook Contests, multi-player games, virality, etc. Acknowledged Facebook Ad Provider Creation of Facebook Pages Publishers Integration of customized and dynamic content Managing & monetizing applications Integration of applications within the Facebook Page Advertisers Campaign promotion, Community Management traffic and virality creation etc. A few references Diffusion Zones 83  
  84. 84. MakeMeReach www.facebook.com/MakeMeReach www.twitter.com/MakeMeReach Pierre-Lou DOMINJON Anne-Charlotte TOSDU Social Media Marketing Manager Advertising Director pierrelou@makemereach.com actosdu@makemereach.com Tél : +33 1 79 97 17 80 Tél : +33 1 79 97 17 69 Fax : +33 1 79 97 17 79 Fax : +33 1 79 97 17 79 84  

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