Brand Success on Facebook

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Marcus Wareham - Facebook

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  • Thank you for inviting me to speak to you today. I’m really happy that the title of this event has the word social and not ‘social media’ – for brands, talking, discovering and building relationships is what it’s all about. I’d like to share some examples of how and why brands have been successful on FB
  • Today the web is still organized in the same way it was 30 years ago: unstructured links between pages…with algorithms telling you what you should be interested in. At Facebook we believe that by putting people, not computers at the centre of the web we can make the web more social, personalised and authentic.We don’t believe the algorithm should be at the center of the world. We think people should be. “The last decade was about search, and although this area continues to evolve and innovate, this decade will be about social, and the most important word will no longer be ’search’, it’ll be ’share’.”
  • The people are the message because the Internet has become the most powerful storytelling medium ever created. it’s enabled each and every one of us to tell our story and share it with everyone who matters to us.That’s the power and potential of Facebook!
  • Our mission is to give people the power to share and make the world more open and connected. Brands are an important part of our vision: we give a human face to communications & messaging and we can help shape a brands perception.The power of your brand is in how to unlock human potential and passions. How to encourage people to become part of your journey. To fulfill your brand purpose
  • The opportunities for advertisers and marketers created by social networks are the most important since the invention of TV, adding that Facebook will become “the most powerful marketing tool ever invented”, with consumers themselves acting as brand ambassadors via their engagement with the social network.
  • For many brands their main digital contact point is Facebook – shift from own site to FB is intentionalWhen someone becomes a fan of your brand they become your ambassador – and when this happens they will spread your word for free and much more effectively then any other advertising.
  • Brand Success on Facebook

    1. 1. Brands go social on Facebook<br />Marcus Wareham, Planning and Strategy, EMEA<br />September 21st , 2010<br />
    2. 2. Facebook is over 500m real people Real people sharing, connecting and engaging<br />IMAGE BY SAMUEL STROUBE/FLICKR.COM<br />
    3. 3. The web is still organiSed in the same way it was 30 years ago: unstructured links between pages…<br />we think there’s a better way…<br />
    4. 4. THE PEOPLE ARE THE MESSAGE<br />IMAGE BY BIPHOP/FLICKR.COM<br />
    5. 5. Our mission is to give people the power to share and to make the world more open and connected<br />IMAGE BY mcazadi/FLICKR.COM<br />
    6. 6. Brands havegone social<br />
    7. 7. Brands have gone social using Pages<br />Millions of fans<br />13,760,125<br />11,916,000<br />9,657,000<br />9,433,000<br />8,378,000<br />6,983,000<br />6,365,000<br />
    8. 8. Build your brand<br />Deepen relationships<br />Globalreach or hyper-targeting<br />insert logo<br />Gain insights<br />
    9. 9. Brands go social on Facebook<br />
    10. 10. Build brands<br />
    11. 11. Starbucks global to local<br />World Aids Day combined with localised campaigns<br />UK Engagement Ads<br />UK Page 150,000 Fans<br />Starbucks successfully created a global campaign for World Aids Day with a combined 5.5m fans as well as most successful Event Ad ever with 84,000 RSVP’s <br />Users can navigate to their local Page from a custom tab<br />US Starbucks Pages 5.1m fans<br />
    12. 12. Build brands<br />Grab a Starbucks engagement ad<br />Starbucks free pastry day RSVP ad<br />Use pop out of fan count along with this<br />
    13. 13. Starbucks Facebook Page<br />Fan Premium Ad<br />Promotion awareness<br />Event Premium Ad<br />
    14. 14. 94%<br />lift in intent<br />Build brands<br />
    15. 15. Gain insights<br />
    16. 16. P&G Tampax Mother Nature campaign<br />Mother nature is a real person who attends premieres & events to speak to the female public<br />P&G Mother Nature has used a real character to introduce fun & sharing into the femcare market – 70,000 Fans in the K with 20,000 unique users of the Application<br />Mother Nature Gift-O-Matic Application gives users the opportunity to win prizes 7 fun forfeits they can share with friends<br />Light hearted tone of voice generates 100,000’s of Comments on the Wall<br />
    17. 17. Deepen relationships<br />Generated 1.3 million Connections with the find a new flavour campaign – the winning flavour was actually produced at the factory<br />
    18. 18. Disney:Alice in Wonderland<br />Engagement Video Event ads linked through to a live stream of the World Premiere in London<br />
    19. 19. Understand<br />Brand Initiative<br />Create a communication calendar: “always on”<br />Facebook Activity<br />December<br />August<br />September<br />October<br />November<br />July <br />April<br />May<br />February<br />June<br />March<br />Get Britain Playing: Grass Roots Football<br />Phase 3: World Cup: Tacticals around England Games<br />Phase 1: Football TV Ad, Fan TV Ad recruitment + competition to win training Camp places and appear in video<br />Phase 2: Status update and Profile pic donations, Elf yourself and John Barnes Rap<br />Become A fan and <br />Reachblock on St Georges Day<br />Become a fan ads, polling, video commenting around England games. Reachblocks on key dates<br />Become a Fan only <br />Messaging to include competition <br />Series of Event ads to promote Football games offline<br />Promoting<br />Promote Competitions via page, host TV spots and supporters video on page<br />Implement Status update and Profile Pic App to page and promote<br />Tactical Status Updates on England games<br />Get Britain Playing: Grass Roots Football: Offline Events, Groups and Teams to congregate on Mars Page<br />Updates based on World Cup content, live chats, John Barnes, Games etc<br />Page Content<br />Page Insights to establish targeting<br />Ad Effectiveness Study<br />Ad Effectiveness Study on Tier 2 only <br />End of Year Ad Effectiveness Study?<br />Page Insights and pulse <br />Page Insights and pulse for Phase 3 campaign targeting<br />
    20. 20. Building for success on Facebook<br />Social Plugins<br />Facebook Pages<br />Conversational Calendar<br />Organic Distribution<br />Engagement Ads<br />
    21. 21. Questions?<br />
    22. 22. Facebook users in Italy<br />17 million + users<br />58% return daily<br />Source: Facebook internal data, June 2010<br />

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