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SMW A Universal Toolbox for Facebook Success

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A presentation for beginners on how brands can utilize Facebook. This presentation touches briefly on why strategy is important, kinds of communication, some of the different activities available and …

A presentation for beginners on how brands can utilize Facebook. This presentation touches briefly on why strategy is important, kinds of communication, some of the different activities available and provides a few cases.

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  • 1. Monday, February 18, 13 1
  • 2. We have an established network and over 50 years of combined experience in PR and Communication. Offices in Copenhagen & SwedenMonday, February 18, 13 2
  • 3. More than 25 years of combined design and advertising experience.Monday, February 18, 13 3
  • 4. TODAY’S SPEAKERS Maria Santos Nicholas Wetaz Senior Consultant Project Manager Social Media Specialist Certified Social Media Strategist @MariaRMSantos @TwetazMonday, February 18, 13 4
  • 5. SELECTED CLIENTSMonday, February 18, 13 5
  • 6. SUCCESS ON FB = STRATEGY + EXECUTIONMonday, February 18, 13 6
  • 7. Social Media Strategy Definition of what you want to accomplish The resources you have to accomplish it The path you want to take to get there The activities that will help you reach your chosen destinationMonday, February 18, 13 7
  • 8. WHY IS A SOCIAL STRATEGY IMPORTANT? “Hope is not a strategy” -Rick PageMonday, February 18, 13 8
  • 9. “You have to be totally connected to anyone who touches your brand, if you don’t do that, I don’t know what your business model will be in five years” - Angela Ahrendts, Burberry CEOMonday, February 18, 13 9
  • 10. Strategy directs tactics and execution towards set goalsMonday, February 18, 13 10
  • 11. STATE OF FACEBOOKMonday, February 18, 13 11
  • 12. DENMARK Kilde: Facebook Internal Data, marts 2012Monday, February 18, 13 12
  • 13. Monday, February 18, 13 13
  • 14. Norway Sweden Finland 2.700.000+ users 4.800.000+ users 2.200.000+ usersMonday, February 18, 13 14
  • 15. UNIVERSAL FACEBOOK TOOLBOX FB Ads Timeline Communication Engaging ActivitiesMonday, February 18, 13 15
  • 16. RELEVANCE OF TIMELINE COMMUNICATION AND INTERACTION Competition for attention Facebook Algorithm User habits Source: comScore, June 2012. Facebook internal dataMonday, February 18, 13 16
  • 17. TYPES AND EXECUTION OF STATUS UPDATESMonday, February 18, 13 17
  • 18. PICTURES 90% of information transmitted to the brain is visual 40% of people will respond better to text+visual information than plain text Visuals are processed 60,000x faster in the brain than textMonday, February 18, 13 18
  • 19. VIDEOMonday, February 18, 13 19
  • 20. DYNAMIC TEXT, QUESTIONS, TRIVIA Average 182% more comments with fill in the ___’s “If your city could be any Pringles first went district, it would be _____. on sale in what year? May the odds be ever in a. 1968 your favor.” b. 1971 c. 1976Monday, February 18, 13 20
  • 21. LINKS Use links to: Provide interesting content to fans Drive traffic Promote new products OtherMonday, February 18, 13 21
  • 22. STANDARD TEXT Posts with over 200 characters receive less interactionMonday, February 18, 13 22
  • 23. PROMOTIONS & TEASERSMonday, February 18, 13 23
  • 24. STATUS UPDATE EXECUTION Using subtle cues to convey your key messages Take a 24 hour ride in the life of Sir Richard Branson. Cameras follow our jet-setting Chief Rabble-Rouser as he helps us launch our newest destination, Chicago O’Hare. What questions would you ask someone that spends more time at 35,000 feet than on the ground? http://vgn.am/6032ROcpMonday, February 18, 13 24
  • 25. COMMENT RESPONSE Fan Comment: Checking out the Flavor Graveyard...how do u submit flavors for assassination? (Winking at Late Nite Snack) Response: Ouch Sherry! Late Night Snack is doing really well, so you probably won’t see it in the graveyard anytime soon. Hopefully you enjoy some of our other flavors and you don’t plan on hiring a hit man to take our Late Night Snack.Monday, February 18, 13 25
  • 26. CRISIS MANAGEMENT Fan Post: “Jeg ved ikke hvor jeg skal begynde. Det seneste stykke tid har jeg gået og tumlet lidt med nogle ting, og jeg er desværre bange for at vi to ikke passer sammen mere. Jeg synes ikke, at vi er det samme sted. Og nu har jeg altså mødt en anden. Hun hedder Netflix og vi passwer bar sammen. Jeg er virkelig ked af det, men jeg bliver nødt til at slå op med dig. Det går ikke mere det here. Men du skal vide, at det ikke er dig, der er mig. Jeg ved, at der er masser derude der gerne vil se dine TV-kanaler med alle reklamerne. Og måske kontakter jeg dig også igen en dag. Lige nu er kan det bare ikke være os to. Ha’ det godt. PS: Jeg er ked af at gøre det her offentligt på din væg, men jeg har altså også længe haft på fornemmelsen, at du var sammen med andre end mig.”Monday, February 18, 13 26
  • 27. THE RESPONSE Kære Fan, Jeg er ked af, at du har fundet en anden. Jeg er jo ikke dum, og jeg anede jo nok, det var på vej, for du har virket så uengageret og ligeglad med mig i den senere tid. Det var nærmest kun, når du og gutterne skulle se fodbold, at du gad interessere dig for mig. Så var der ingen grænser for, hvor glad du var for mig - eller sur hvis jeg så ikke lige var der, når DU absolute ville. Men jeg har jo ikke været blind for, at du ofte hellere ville sidde bag den lille dumme computerskærm. Så var du mere interesseret i at hoppe fra den ene mere uskarpe og tarvelige hjemmevido på YouTube end mig og mine HD-kanler. Og da jeg så forleden fandt en brugt Netflix kupon mellem sofpuderne, vidst jeg, at det var slut. Jeg er ikke den første, der oplever en mand, der falder for en yngre model, og nok heller ikke den sidste. Jeg ved også godt, at jeg ikke er 17 længere, og der er nok også kommet en rynke eller to. Men jeg er ikke flov over mig selv. Jeg ved en masse om mænd og kvinder og børn. Jeg ved, hvordan man passer en familie og sørger for, at der er plads til alle i en husstand - både for de mindste of de ældste. Farvel Fan - din x-box er måske lid våd og står et sted på Enghavevej:) Mvh YouSeeMonday, February 18, 13 27
  • 28. THE BASICSMonday, February 18, 13 28
  • 29. HOUSE RULESMonday, February 18, 13 29
  • 30. FACEBOOK TEAMMonday, February 18, 13 30
  • 31. TYPES OF ACTIVITIESMonday, February 18, 13 31
  • 32. RECIPESMonday, February 18, 13 32
  • 33. CONTESTSMonday, February 18, 13 33
  • 34. CO-CREATIONMonday, February 18, 13 34
  • 35. SALES Fans spend 131% more, friends of fans Fans spend spend 104% more 97% more and friends of fans spend 51% more Fans spend 109% more Fans spend 60% moreMonday, February 18, 13 35
  • 36. RECRUITMENT & SUPPORTMonday, February 18, 13 36
  • 37. SAMPLINGMonday, February 18, 13 37
  • 38. MUSIC STREAMINGMonday, February 18, 13 38
  • 39. INTEGRATION Integrating social media with your other marketing channels can help you: Create synergies Increase Awareness Achieve cost savings Reinforce the messageMonday, February 18, 13 39
  • 40. CASESMonday, February 18, 13 40
  • 41. ANTHON BERG CHRISTMAS CALENDARMonday, February 18, 13 41
  • 42. CHALLENGEMonday, February 18, 13 42
  • 43. RESULTS INT & DK Nearly 17.000 new fans 38.000+ Stories Created Unique users reached 3.600.000+ Total Impressions 12.500.000+Monday, February 18, 13 43
  • 44. ANTHON BERG VALENTINE’S CARD ‘12Monday, February 18, 13 44
  • 45. CHALLENGEMonday, February 18, 13 45
  • 46. RESULTS 15+ media outlets 3.6 million people 310.000 Unique picked up the story exposed on the users reached on main page of Facebook Ekstra Bladet 1.000 new likes on The story was also talked about the page on P3 when they interviewed L.O.C as well as on The Voice’s Facebook pageMonday, February 18, 13 46
  • 47. Monday, February 18, 13 47
  • 48. CHALLENGEMonday, February 18, 13 48
  • 49. SOLUTION PR & Book Reviews Partners & Spokespersons . circular image Facebook Campaign QR & Instore Go-Card DistributionMonday, February 18, 13 49
  • 50. FACEBOOKMonday, February 18, 13 50
  • 51. RESULTS Campaign value of 50.000+ Book became a DKK 813.000 Downloads and Best Seller counting 40+ 1 in 5 1000+ 47.000 mentions in the media fans clicked to download fans clicked to download QR code scans the app on Facebook the app on FacebookMonday, February 18, 13 51
  • 52. MOVEMBER CAMPAIGN ‘11 & ‘12Monday, February 18, 13 52
  • 53. CHALLENGEMonday, February 18, 13 53
  • 54. SOLUTION ALLRIGHT AGENCY FACEBOOK.COM / BJORNBORGDKMonday, February 18, 13 54
  • 55. RESULTS 2011 2012 • 22.000+ fans on Facebook • 35.000+ fans on Facebook • 1.700 badges installed on Facebook • 475 badges installed on Facebook • 6.000.000 total impressions on • 7.300.000 total impressions on Facebook Facebook • 7500 registered Mo Bros & Sistas • 14.909 registered Mo Bros & Sistas • 1.1million DKK raised • 2.3 million DKK raised • 600.000 unique visitors to Movember • 400+ articles home page • 300 Busses and Trains had mustaches • 350+ articles • 15+ mins of TV time excluding Sports • Best Health Campaign Award: Men’s Health Week • Best Ever Movember LaunchMonday, February 18, 13 55
  • 56. FACEBOOK ADS & SPONSORED STORIESMonday, February 18, 13 56
  • 57. TYPES Facebook Ad Page Post Page Like Sponsored Result Sponsored Stories Offer Claimed Story Specific Page Post Like Story Specific Page Post Comment Story Specific Page Post Share Story Wall Post Story Page Like Story Page Post Like StoryMonday, February 18, 13 57
  • 58. Never look back. “You’re not disabled by the disabilities you have, you are able by the abilities you Everybody is an athlete. have.” – Oscar Pistorius Don’t let hump day take you under. Make your own rainbows. Exposed Fans and friends of fans bought Exposed Fans and 38% more frequently. friends of fans bought 21% more frequently. 130% uplift in purchase behaviour on the ASOS site among exposed fans and Exposed Fans and their friends Major FoF versus non-exposed. offline bought 16% more frequently in retailer store and 56% more frequently online. Source: The Power of the Like II, comScore and Facebook, June 2012 Monday, February 18, 13 58
  • 59. INTEGRATION Disney World Where every Cinderella story comes true... Do you remember your first time at Disney World? Builders of tomorrow. Where you one, when you were young?Monday, February 18, 13 59
  • 60. THANKS If you have questions, please find us in the lobby Rate us on Speakerscore Shortcode: 9GGS http://speakerscore.com/9GGSMonday, February 18, 13 60