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Il social come strumento di sviluppo del mercato.

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  • We have unparalleled reach and engagement on Facebook – many of our users are returning daily and a very high proportion of them are on mobile. This lets you target them every day. To put this into perspective, we have:Everyday in the US on mobile, Facebook sees on average 8x more people than Twitter. (comScoreMobileMetrix, US, March 2013).70% more people daily than YouTube (comScore Key Measures, US desktop, April 2013).Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013.**Please do NOT modify or change any stats in the Country Snapshot. They will be updated on a quarterly basis with approved numbers.**
  • Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013.**Please do NOT modify or change any stats in the Country Snapshot. They will be updated on a quarterly basis with approved numbers.**
  • IF YOU’RE THINKING ABOUT FB AS A WEBSITE YOU WILL LIKELY FAIL -- Your page is not a destination, your page is not a community of people, you are a part of people’s community, and you reach them in their personalized newspaper(Don’t think of this as your brand community, but think that HE has let you into HIS community)-- How many of you have ever gone on someone else’s Facebook account? That’s because it’s actually a very foreign experience to step into someone else's personalized newspaper. It would be like opening up someone’s email, text messages or listening in on a phone call with two strangers who like baseball and not football, who like rap, not rock and who only drink red wine and not whiteFB IS A NETWORKYOU CAN USE IT TO FIND EXACTLY THE RIGHT PEOPLESERVE THEM A MESSAGE THAT HITS HOMEAND THEN USE THEIR ENGAGEMENT TO ENLIST OTHERS – AND YOU DO THIS THROUGH THE FACEBOOK NEWS FEED
  • Some people see those numbers and say, “We get it. You’re cheap. But Facebook doesn’t provide enough space to do brand building work.” Actually with the changes we’ve made over the last year or so, Facebook provides almost screen-filling real estate across all devices, so that you can reach your target with great brand-building creative wherever they are.
  • Transcript

    • 1. Capri, 2 ottobre 2013 Il social come strumento di sviluppo del mercato Cris Nulli Client Partner, Facebook
    • 2. Unparalleled reach and engagement Every day. Every month. That’s 699M people daily 469M people monthly people daily on mobile 61% of monthly active users return daily Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013 Titolo, Capri 2 ottobre 1.15B 819M people monthly on mobile 45% of internet users globally That’s 19% of mobile phone users globally
    • 3. Facebook in Italy Every day. Every month. >17M people daily >10M >24M people monthly people daily on mobile That’s 71% of internet users in Italy That’s 74% of monthly active users return daily Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013 Titolo, Capri 2 ottobre >16M people monthly on mobile 32% of mobile phone users in Italy
    • 4. 3 BIG SHIFTS IN COMMUNICATION
    • 5. DISRUPTION CONNECTION
    • 6. SEARCH DISCOVERY
    • 7. HEAVYWEIGHT LIGHTWEIGHT
    • 8. Clear business objectives for brands Brand differentiation Revenue growth Customer acquisition Titolo, Capri 2 ottobre
    • 9. Facebook is not a website It is a distribution system. Titolo, Capri 2 ottobre
    • 10. Striking photo and video real estate across devices Titolo, Capri 2 ottobre
    • 11. Goals Achieve reach and create awareness among fans and friends of fans of Maggi fix & frisch Gemüse-Pfanne mit Hähnchen, a seasoning mix for chicken and vegetables. Expand its customer base to include a younger demographic, especially young families and mothers. Titolo, Capri 2 ottobre “Facebook was not only a cost-effective way of boosting our reach, it delivered sales efficiently and helped us reach new buyers.” Tina Beuchler, Head of Media Communication, Nestlé Deutschland AG
    • 12. Facebook offers a positive gross and net ROI: 19% of campaign-driven sales came from Facebook, using only 8% of the total campaign spend. 2.5X greater ROI through Facebook than TV, with much lower cost per reach. Expansive reach: Facebook Ads reached 30% of German online users (~ 13 million). Almost 2 million people were reached exclusively on Facebook. Strong synergistic effect of cross-media exposure: those who saw both Facebook and TV were impacted 54% more greatly than the sum of the individual impacts of either medium. Titolo, Capri 2 ottobre Page post ads
    • 13. Video Maggi

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