11. Starbucks global to local World Aids Day combined with localised campaigns UK Engagement Ads UK Page 150,000 Fans 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 Users can navigate to their local Page from a custom tab US Starbucks Pages 5.1m fans
12. Build brands Grab a Starbucks engagement ad Starbucks free pastry day RSVP ad Use pop out of fan count along with this
16. P&G Tampax Mother Nature campaign Mother nature is a real person who attends premieres & events to speak to the female public 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 Mother Nature Gift-O-Matic Application gives users the opportunity to win prizes 7 fun forfeits they can share with friends Light hearted tone of voice generates 100,000’s of Comments on the Wall
17. Deepen relationships Generated 1.3 million Connections with the find a new flavour campaign – the winning flavour was actually produced at the factory
18. Disney:Alice in Wonderland Engagement Video Event ads linked through to a live stream of the World Premiere in London
19. Understand Brand Initiative Create a communication calendar: “always on” Facebook Activity December August September October November July April May February June March Get Britain Playing: Grass Roots Football Phase 3: World Cup: Tacticals around England Games Phase 1: Football TV Ad, Fan TV Ad recruitment + competition to win training Camp places and appear in video Phase 2: Status update and Profile pic donations, Elf yourself and John Barnes Rap Become A fan and Reachblock on St Georges Day Become a fan ads, polling, video commenting around England games. Reachblocks on key dates Become a Fan only Messaging to include competition Series of Event ads to promote Football games offline Promoting Promote Competitions via page, host TV spots and supporters video on page Implement Status update and Profile Pic App to page and promote Tactical Status Updates on England games Get Britain Playing: Grass Roots Football: Offline Events, Groups and Teams to congregate on Mars Page Updates based on World Cup content, live chats, John Barnes, Games etc Page Content Page Insights to establish targeting Ad Effectiveness Study Ad Effectiveness Study on Tier 2 only End of Year Ad Effectiveness Study? Page Insights and pulse Page Insights and pulse for Phase 3 campaign targeting
20. Building for success on Facebook Social Plugins Facebook Pages Conversational Calendar Organic Distribution Engagement Ads
22. Facebook users in Italy 17 million + users 58% return daily Source: Facebook internal data, June 2010
Editor's Notes
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.
