• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The power of 'LIKE": How your business will be better in a connected world
 

The power of 'LIKE": How your business will be better in a connected world

on

  • 860 views

Scott Hicks presented "The power of 'LIKE": How your business will be better in a connected world" at #SMMF2012

Scott Hicks presented "The power of 'LIKE": How your business will be better in a connected world" at #SMMF2012

Statistics

Views

Total Views
860
Views on SlideShare
792
Embed Views
68

Actions

Likes
0
Downloads
35
Comments
0

1 Embed 68

http://www.ehulool.com 68

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The power of 'LIKE": How your business will be better in a connected world The power of 'LIKE": How your business will be better in a connected world Presentation Transcript

    • The Power of LIKE Evolving from ads to storiesScott HicksClient Partner | MENA
    • -  A Strategic Framework for Marketing on Facebook-  Publishing Best Practice-  Facebook Advertising Product Overview AGENDA 2
    • A StrategicFramework for Marketing on Facebook
    • The Three Pillars of Facebook CEII Framework Pages C Pages CONNECT I E INTEGRATE ENGAGEgy Technology Advertising o nol I hTec INFLUENCE
    • ConnectFind and reach your audience with precision at scalewith Facebook advertising
    • CONNECT-  Connecting with your customers gives you a way to engage them directly and stay top of mind-  Focus on QUALITY no QUANTITY. Your fans should look like your current customers
    • Find the right customers with sophisticated adtargeting Demographic • Age • Gender • DMA Social (Psychographic) Personal • Likes & interests • Friend connections • City/Emirate/Country • Activity (e.g., check-ins) • Birthday • Intent • Education • Workplace • Relationship status
    • Targeting: Reach mobile consumer audiences Users of old mobile devices Smartphone users •  People using Facebook on a •  People accessing Facebook phone model (either through a smartphone smartphone or feature •  Likely to be receptive to phone) released 3+ years ago messages about latest •  Likely to be receptive to smartphones and tablets value–driven messages and offers for upgrades to a new smartphone Active feature phone users Non-current customer •  People using Facebook •  People who are not current through customers of an operator or a feature phone OEM •  Likely to be receptive to value– •  Likely to be interested in driven messages and offers for messages about deals, upgrades to a new competitive offers, and smartphone exclusive smartphones
    • Reach the right people more efficiently with more accurate ad targeting Broad campaign accuracy Narrow campaign accuracy 95%   90%   72%   25%   60%   cost cost savings savings 35%   Online average Facebook Online average FacebookSource: Nielsen OCR, October 2011.
    • Fans drive direct business ROI Sales Brand engagement Fans spend 8% more and transact 11% more frequently Fans conduct 68% more searches Web traffic Fans visit the site 5x more Source: The Power of the Like, comScore and Facebook, June 2012 * Numbers compared to average internet user
    • What is the value of a fan? Fans are high-value consumers (CRM value) •  Incremental sales: Fans purchase 2x as much – Comscore research on 73 brands across 13 categories •  Loyalty: Build a deeper relationship over time and retain loyal customers •  On-going feedback: Fans provide real-time feedback that can help improve your product and brandFans influence their friends▪  Associate your brand with their identity ▪  Fans choose to associate your brand with their identity▪  Generate additional reach ▪  Fans share things with their friends and generate stories when they interact with you: Fans have an average of 200+ friends you can reach▪  You can promote stories from fans to their friends ▪  Social ads increase ad recall by greater than 50% according to Nielsen Research studies
    • FACEBOOK AUDIENCE – UNITED ARAB EMIRATESSaudi = 6.5 MEgypt = 12 MBahrain = 418K 45+ million across the MENA region Source: Facebook Internal Data, Mar 2012
    • STORIES SHARED EACH MONTH – UNITED ARAB EMIRATES Source: Facebook Internal Data, Mar 2012
    • Facebook is now the leading onlineactivity Facebook consumption vs. other sites (Middle East and Africa)Source: AMEinfo (based on Omnicom’s Social Media in MENA); Facebook Internal Data, March 2012
    • EngageBuild meaningful 1:1 relationships
    • ENGAGE•  Consistent interaction with your connections builds relationships and loyalty•  Create valuable experiences for your connections•  Focus on frequent, high-quality publishing on your Page, and promote that content to reach more of your fans AND THEIR FRIENDS
    • Amplify messages with media FACEBOOK POPULATION INVESTMENT Advertising FRIENDS OF FANS & Sponsored Stories ALL FANS FREE 16% OF FANS (ON AVERAGE)
    • InfluenceDrive business results more effectivelywith Facebook advertising
    • INFLUENCE•  Leverage WORD OF MOUTH marketing at scale - the most valuable form of marketing•  When your customers are engaging with your brand, let their friends know about it through Facebook Sponsored Stories
    • Friends of Fans also drive direct business ROI Sales Brand engagement 8% higher spending by friends of fans 27% more searches by friends of fans Web traffic 2.5x more site visits by friends of fans Source: The Power of the Like, comScore and Facebook, June 2012 * Numbers compared to average internet user
    • 6.32 miles Start Finish Mile 3Integrate 3 runs 22 runs 22 runsBecome social by design
    • INTEGRATE•  Use deep integration with Platform to make all of your customer touch-points more meaningful, on and off of Facebook•  Integrate Login with Facebook or Timeline apps for business to develop a personalized, social experience for users
    • Our Platform solutions on and off Facebook.com On Outside Facebook.com of Facebook.comEasy implementation Page apps Like button and Social plugins TimelineDeeper implementation Apps Canvas apps Login with Facebook
    • Publishing Best Practice
    • Social by Design3 Pillars of Creating Engaging Experiences G MA KE SHARIN SIMPLE e MAK E IT SCALE BU ILD from th P GROUND U
    • CREATE AN INTEGRATED APPROACH January February March April May June July August September October November December Fan Insights User Insights Fan Insights Coupon Sweepstakes Video Games Philanthropic Tips and Recipes Distribution Announcement Syndication CampaignPublishing & CRMEngaging consumers inconversation Page publishing (status, photos, links, etc.) TV Campaign - Print Campaign - TBD TV Campaign – Product Launch Holiday 1Q – Branding (Premium ads) 2Q – TBD (Premium ads) 3Q – Product Launch (Premium ads) 4Q – TBD (Premium ads) Media Marketplace ads: always on for ongoing fan acquisitionBuilding awareness andengagement Sponsored Stories: always on for ongoing fan amplification to friends Monitor fan engagement (change publishing and media strategy as needed) Measurement Check-in against Check-in against Evaluate fan Check-in against Check-in against demographics againstProgress toward goals Poll fans to learn Q1 goals Q2 goals Q3 goals Poll fans to learn Q4 goals assumptionsFine-tune strategy needs needs Major branding initiatives/ sponsorships/ PR/ trade activity Initiatives Sweepstakes Product launch Back to school partyThemes, key messages, major Spring breakevents/sponsorships Note: Measurement is carried out via agencies and internal teams using FB (and other) tools 27  
    • WHY PEOPLE SHARE1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW
    • WHY PEOPLE SHARE1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLYPROMOTIONS, SPOTLIGHT), ENTERTAIN FANS
    • WHY PEOPLE SHARE1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLYPROMOTIONS, SPOTLIGHT), ENTERTAIN FANS3. TO HELP OTHERS: ASK FOR FEEDBACK, ENABLE/ENCOURAGE FANS TO HELP EACHOTHER AND THEIR FRIENDS
    • WHY PEOPLE SHARE1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLYPROMOTIONS, SPOTLIGHT), ENTERTAIN FANS3. TO HELP OTHERS: ASK FOR FEEDBACK, ENABLE/ENCOURAGE FANS TO HELP EACHOTHER AND THEIR FRIENDS4. TO CRAFT OUR IDENTITY: ENABLE ME TO EXPRESS WHO I AM
    • WHY PEOPLE SHARE1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLYPROMOTIONS, SPOTLIGHT), ENTERTAIN FANS3. TO HELP OTHERS: ASK FOR FEEDBACK, ENABLE/ENCOURAGE FANS TO HELP EACHOTHER AND THEIR FRIENDS4. TO CRAFT OUR IDENTITY: ENABLE ME TO EXPRESS WHO I AM
    • HOW PEOPLE SHARELISTENING & RESPONDING MULTIPLE LIGHTWEIGHT INTERACTIONS
    • KEEP TEXT SHORT & SWEET VS.
    • KEEP TEXT SHORT & SWEET VS.
    • BE TIMELY & BRAND RELEVANT VS.
    • BE TIMELY & BRAND RELEVANT VS.
    • USE RICH IMAGES VS.
    • HIGHLIGHT THE PRODUCT VS.
    • HIGHLIGHT THE PRODUCT VS.
    • SOLICIT A LIGHTWEIGHT RESPONSE VS.
    • MAKE IT ABOUT YOUR FANS VS.
    • Creating Engaging Experiences: Social by Design B UILD from the GRO UND UP
    • A Typical BriefCREATIVE BRIEF:BACKGROUND:KEY CONSUMER INSIGHT:THE STRATEGIC IDEA: EXECUTIONAL CONSIDERATIONS 44
    • Social by Design BriefCREATIVE BRIEF: BACKGROUND: KEY ENGAGEMENT INSIGHT (why they would engage): KEY SOCIAL INSIGHT (why they would share): THE STRATEGIC IDEA: 45 EXECUTIONAL CONSIDERATIONS
    • Driving Influence: Social by Design M AKE IT SCALE
    • Boost Page content through Ads and Sponsored Stories to engage friends of fans Facebook population" 88 M Friends of fans" Fan base" 590K fans" 47
    • QUESTIONS TO ASK FOR EACH POST Aligned with brand purpose?   Consistent and unique personality? Provides value to fans? Reinforces brand message? Light-weight? Conversational? Ask questions, contain call to actions, involve your friends, right cadence, use photos/videos/polls? Boosted by premium?
    • More questions to ask1.     Is the language as tight as can be and under 90 characters?2.    Could the story only come from your brand?3.     Does the image or video thumbnail provide a clear visual cue for your story? 4.     Does it offer value to the user?5.     Is there a reason to post this story today? =
    • Advertising:Evolving from Ads to Stories
    • We build social technology that drives business growth Ads and Pages Sponsored Stories
    • Pages are mission control for your business Ads and Pages Sponsored Stories
    • Your Page is mission control on FacebookEverything starts with your Page
    • Good  publishing,  strong  engagement  –  good  Ramadan  campaign  speaking  to  local  markets,  Pepsi  Arabia  TV  channel  campaign  showed  strong  engagement  for  video  seeding.  
    • Good  example  of  the  brand  understanding  their  tone  of  voice  and  posiIoning  –  can  have  very  high  engagement  rates  at  key  campaign  periods.  
    • Great  at  mixing  up  publishing  content,  giving  exclusive  Facebook  content  etc  
    • Best  example  of  well  thought  out  and  executed  publishing  strategy,  always  has  high  engagement  on  posts,  visuals  are  always  fantasIc,  and  very  conversaIonal  
    • Ads to reach people and their friends Ads and Pages Sponsored Stories
    • Consider three audiences Fans Friends of Fans Unconnected SPONSORED STORIES ADS
    • Sponsored stories to reach ADSAds to reachare connected to AND people you people you are NOTconnected to (new audiences) THEIR FRIENDS
    • 3 placements for Ads and Sponsored Stories Marketplace Premium Right-hand side Right-hand side News feed Any pages (1 of up to 7) homepage Desktop and mobile
    • Here’s how Ads/SS work together Homepage HomepagePage post from page Sponsored Stories*: Fans and their friends Ads: New audiences Mobile*People are seeing a story that they could have seen in their News Feed. A business has paid to ensure that the viewer sees a story that they may have seen any way in their News Feed.
    • Sponsored Stories Voice of Brand Voice of User Social context increases both message awareness (2x) and purchase intent (4x).
    • News feed is where 950M+ people spend time sharing the most important parts of their lives 40%   of peoples’ time on Facebook is on news feedSource: comScore, June 2012.
    • News feed is also where people stay connected with brands wherever they are 40-­‐150x   more likely people will consume branded content on the news feed than on a brand PageSource: comScore, June 2011.
    • News feed provides advertisers with the most scaled, dynamic mobile platform 22M   543M   MENA mobile monthly active users 67%   YOY mobile MAU growthSource: Facebook 10Q, June 2012.
    • …with more real estate than other publishersBreakthrough with bigger ads 2x   the size of a 300x250 banner
    • Your brand can be the core of our mobile experience Full screen on mobile
    • Facebook Offers
    • Reach Block •  Facebook News Feed placement •  Guaranteed first impressions •  Massive reach •  Any Premium Ad
    • Sight, sound & motion: Make an impact with Facebook’s video log out unit
    • Media Planning on Facebook For key activities and events, invest in blocks of Premium placement Run Sponsored Stories to connect with fans and their friends. Run Marketplace Ads to grow your fan base. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
    • Our unique value proposition Reach Relevance 950M + MAUs 90-95% audience 45 + M in MENA accuracy Engagement Social context 3.2B likes & 50% increase comments per day in ad recall
    • Facebook formula for ROI Share of Share of Time Mind = Share of MARKET Share of Conversation
    • Questions? www.facebook-studio.com