B!Digital Facebook Dec 2010


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B!Digital Facebook Dec 2010

  1. 1. Click to edit Master title style Facebook Social technology 2010 1 December 2010 A Buongiorno company
  2. 2. Presentation • Who are we? - Buongiorno 2010 - B!Digital Netherlands • Why does your company need Facebook? - Statistics • Facebook ecosystem • Get started with a fanpage • How do I get Fans? • How can we help you? • Cases A Buongiorno company
  3. 3. Buongiorno Group• Italian multinational specialized in mobile media.• Revenue of 259 million euro in 2009.• 54.5% average growth since 2000.• Listed to the Milan Stock Exchange.• Over 1,000 employees in 24 offices worldwide.• Presence in 57 countries on five continents.• Direct connections to over 130 operators, ISPs and media groups.• Top 3 player in 8 of the most important mobile markets. A Buongiorno company
  4. 4. B!Digital The Netherlands 2010 Marketing Loyalty Services Consumer Interaction Social Media Reach Marketing A Buongiorno company
  5. 5. B!Digital The Netherlands - Product Portfolio Social Loyalty Marketing Reach Media Services Marketing • Mobile Sites • Consultancy • Hot Advertising • Mobile Rebate • Mobile Applications • Strategy • Direct SMS • CRM • Fullfillment •Mobile Tickets • Direct MMS • IMM * ook op • Mobile Coupons inventory van: • Couponing • SMS & Response • Fan Pages • Ad Server • Facebook applicaties • Mobile Display • Advertising • Mobile Ad Sales A Buongiorno company
  6. 6. Facebook A Buongiorno company
  7. 7. Why does your Company need Facebook?1. 500m users in the world. This makes Facebook as large as worlds third country2. Strong engagement platform: An average Facebook user spends 55 minutes per day on Facebook, logs in twice a day and 50% returns daily3. Facebook makes Google nervous. In March 2010 Facebook.com surpassed Google.com in visits (US).4. Facebook fans spend more money, are loyal and create word of mouth: • Facebook fans spend more money ($71.84 per year more than non-fans) • Fans are more loyal in continuing using a brand (28 % more likely than non- fans) • Fans recommend your product to other fans (41 % more likely than non-fans) Facebook has 500m users who constantly share who they are, where they live, what they like and what they want So take part in the conversation! A Buongiorno company
  8. 8. Facebook penetratie Nederland – December 2010Number of Facebook users in The Netherlands: 3 409 500 User Growth: Facebook Netherlands User age: 77% between 18-44User Age Distribution: FacebookNetherlands • Men: 50 % • Women: 50 % A Buongiorno company
  9. 9. The Facebook ecosystem Social ads Facebook offers the possibility to reach only the target audience that is relevant for your Brand/Promotion. Targeting can ben The Like Button based on many demographic variables and When you click on the “like” button, a social interests, and they can promote fb link to that page is added to your Pages, Applications or external resources. Facebook Profile and a story is shared with your friends Updates That page can also keep you updated through News feed your News Feed ApplicationsFacebook Pages Building an application on Facebook givesPages are the best way for brands to you the opportunity to deeply integrate intoconnect with their audience and create a the core Facebook experience and create acommunity. Once a user connects to a seamless experience as users browsebrand page, the page can communicate by Facebook.sending updates on the User’s wall A Buongiorno company
  10. 10. Facebook vs. HyvesComparing with Hyves, Facebook is not a profile based social network.Facebook users spent the most time at their own Newsfeed, where they get updates oftheir friends and the pages they follow.To generate more awareness as a brand, it is very important to be present in thisstream of information. To gain presence of visibility a brand has to let her users interactwith her page/application. A Buongiorno company
  11. 11. Get started with a fanpage! A Buongiorno company
  12. 12. Using Fanpages for interaction• Brands can create a presence with a fan page that looks and behaves like User Profilesto connect and engage with customers and amplify their voice to their friends.• Your Facebook page is a mini community which you have to keep alive with socialactions to engage your fans. Thereby you create interaction which equals viral marketing A Buongiorno company
  13. 13. Fan Pages: actions A Buongiorno company
  14. 14. Fan pages: Engaging your fans on facebook with applications• Applications are designed to enhance the user experience on Facebook withengaging games and useful features like Events and Photos.• Users can interact with applications and share their actions with their friends, giving more visibility and triggering the viral effect. A Buongiorno company
  15. 15. Fan pages: 12 reasons for fans to “like” a company page1. to receive discounts and promotions 40%2. to show my support for the company to others 39%3. to get a “freebie” 36%4. to stay informed about the activities of the company 34%5. to get updates on future products 33%6. to get updates on upcoming sales 30%7. for fun or entertainment 29% 39 % becomes a fan for brand8. to get access to exclusive content 25% affilliation reasons9. someone recommended it to me 22%10. to learn more about the company 21%11. for education about company topics 13%12. to interact 13%(Bron: ExactTarget 25 augustus 2010) A Buongiorno company
  16. 16. Fan Pages: Insights• Brands can monitor their facebook community through a set of detailedmetrics about fans and their behavior within the page. • Several insights are available to page owners: • Demographics • Countries/Cities/Languages • Fans growth • Media consumption • Page views • … A Buongiorno company
  17. 17. How do I get fans? GET FANS! A Buongiorno company
  18. 18. Facebook advertising– A new way of targeting Unlike “traditional” online display advertising, facebooksocial ads are targeted on the user’s profile rather than on theproperties they might visit: is therefore possible to show adsto specific groups of users based on their behavior and thepersonal information they share on the site, raisingconsistently the advertising efficacy. Structured Unstructured Location Activities Age/Birthday Interests Facebook users can be Gender Music reached by detailing Education TV adverts on their profile through a wide array of Workplace Movies structured/unstructured Relationship Books targeting variables Sexual Groups Preference Language Applications A Buongiorno company
  19. 19. Facebook Rest-of-side Ads Standard can link to an external URL or within Facebook Event Links to Event Page. Users can RSVP straight from the ad These ads follow the user as they Connection navigate Facebook. They appear Links to the Facebook Page. Users can Like everywhere except for the the page straight Homepage from the ad A Buongiorno company
  20. 20. Premium Ads on the homepage A Buongiorno company
  21. 21. Premium adsThese engagement ads appear on the Facebook homepage. They generate a Newsfeedstory on the Notification Wall and create a big viral effect due to the recommendationsusers see from your friends. Premium ads can be displayed as a reach block (homepagetakeover for a day) or targeted based on Cpm rates. Like Engagement Ad Comment Ad Event Ad Standard Ad Poll Ad Sampling Ad (UK, USA and France only) A Buongiorno company
  22. 22. How can B!Digital help you?Facebook advertising • Advice - How to build a successful Facebook campaign • Buying - Give estimations for the expected amount of clicks/views - Billing Facebook - Setting up premium ad campaigns • Campaign management - Analyzing - Monitoring - Optimizing: Intelligent targeting, target on friends of “likes”Fan pages • Design and development • Applications and gadget implementations • F Connect (connecting websites to Facebook) • Building and moderate communities A Buongiorno company
  23. 23. Go beyond the click to discover what’s really valuable. When you use engagement ads or “like” ads to promote your app or fanpage also look at the percentage of clicks coming from social endorsement. The viral effect of your campaign relies on 1) Social impressions: ad impressions that include social endorsements 2) Social clicks: clicks on ads that originated from an ad with social endorsements B!Digital can give you insight in the viral affect of your campaign. A Buongiorno company
  24. 24. Guidelines for setting up promotions: 5 basic rules1. Read the Facebook promotion guidelines http://www.facebook.com/promotions_guidelines.php3. Don’t call Facebook your “partner”4. Understand local rules, and how they can affect your Facebook promotion5. Heed Facebook’s formatting requirements You can only administer a promotion through an application on the Facebook Platform and you can only have users enter the promotion in specific locations on your Page. Either the canvas Page of an app or an application box in a tab on your Page may be used for entry into your promotion on Facebook.6. Don’t require Facebook actions like “Like” “Tag”, “Share” Many advertisers on Facebook neglect this rule. However your page can be deleted when pursuing to use these actions for promotional purposes. You can’t ask people to tag or share content in order to enter a contest. You can however require to “like” to enter a promotional tab on your fanpage. A Buongiorno company
  25. 25. Click to edit Master title style Cases A Buongiorno company
  26. 26. 3Italia by B!Digital 3 Italia was looking for a Facebook strategy to interact with their fans on Facebook. B!Digital developed a fan page with a game and application for Blackberry users. To drive fan rates several ads were used to promote the page. The result were:• 21.000 fans in only a few weeks.• Over 100million impressions Applications/games add• 10.000 players of the game depth to an offering. They can also create social actions which increase the reach of the page amongst like-minded users A Buongiorno company
  27. 27. Samsung Galaxy Apollo- engagement ad Homepage engagement Ad (reachblock, 5 different versions) linked to an application on Samsung Galaxy Apollo’s fanpage A Buongiorno company
  28. 28. Samsung Galaxy Apollo – application Landing on application Tab within Fan Page A Buongiorno company
  29. 29. Samsung Galaxy Apollo – action flow Request for permission Application starts gathering profile pictures from friends A Buongiorno company
  30. 30. Samsung Galaxy Apollo – Wall post Publication on user’s Wall A Buongiorno company
  31. 31. Inspiration: Coca-Cola fan page Amusing video content is one of the easiest ways of creating viral content on a Facebook pageFun, helpful,shareability? This iswhat to think aboutwhen building apage or application.The most successfulpages have all three Downloadable content adds value to a page, even if the content seems very simple A Buongiorno company
  32. 32. Facebook advertising via mobielB!Digital is Lays partner in the mobile voting part of their “Maak de Smaak”campaign. Since Facebook recently launched Facebook connect for mobile we testedwith a landingspage connected to social media platforms like Hyves, Twitter and ofcourse Facebook. After their vote you can see content on a landingpage and shareyour vote on social media.1 2 3 4 1. Send a vote to 4411 and receive a mobile landingpage: m.lays.nl 2. Share your vote on Facebook 3. A “Maak de Smaak” post is published on your Newsfeed 4. Friends see the post and will be triggered to vote also at www.lays.nl. A Buongiorno company
  33. 33. A selection of advertising cases by B!Digital Premium ad A Buongiorno company
  34. 34. Contact Web www.buongiornodigital.com Adres Van Heuven Goedhartlaan 935 1181 LD Amstelveen Telefoon +31 (0)20 530 87 60 A Buongiorno company
  35. 35. A Buongiorno company
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