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Efficient brand promotion on Facebook (january 2011)
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Efficient brand promotion on Facebook (january 2011)

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Efficient brand promotion on Facebook - a presentation held for the CEO of the comapny

Efficient brand promotion on Facebook - a presentation held for the CEO of the comapny

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  • 1. Efficient brand promotion onFacebook
  • 2. Before we begin... MUST SEE :) Presentation name / Author 6.3.2012 © Sanoma Magazines 2
  • 3. FacebookNumbers
  • 4. Facebook in numbers• More than 600 000 000 active users• 50% of active users log on to Facebook in any given day• More than 200 000 000 active users currently accessing Facebook through their mobile devices• More than 3 000 000 active fan pages• More than 550 000 apps and over 1 million app developers• 70% of users engage with apps each month• 20 million people “Like” brand pages each day.• The average user follows 8.7 brands.• The average age of a brand “Liker” is 31.• 139 brands have more than 1 million “Likes”.Source: mashable.com Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 4
  • 5. Facebook in numbers - Romania• 2 590 400 users in RomaniaUsers age distribution on Facebook in RomaniaSource: http://www.socialbakers.com/facebook-statistics/romania/last-3-months#chart-intervals Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 5
  • 6. Facebook in numbers - RomaniaMale/female user ratio on Facebook in RomaniaSource: http://www.socialbakers.com/facebook-statistics/romania/last-3-months#chart-intervals Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 6
  • 7. Facebook in numbers - RomaniaThe map of Facebook users in RomaniaSource: http://www.facebrands.ro/map.html Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 7
  • 8. Basic principles in social media
  • 9. 3 basic principles in social media1. It’s a commitment!2. Be honest... with yourself and your “likers”!3. Social media = compromise! You have to give and take, not just take. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 9
  • 10. Other social media principles• Identify with the brand!• Build and mentain an open communication with your fans.• Be active!• Be unique! (unique product, unique vision, unique promotion)GOLDEN RULE:• When a person assumes the role of coordinating and promoting the brand on social networks, he has to take the brand personality, not his. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 10
  • 11. Facebook – account types
  • 12. Facebook – account types• Profile page• Fan Page• Group Page Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 12
  • 13. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 13
  • 14. Creative use of the Facebook header Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 14
  • 15. SettingsAccount settings Privacy settings Page dedicated to the privacy issues: http://www.facebook.com/fbprivacy Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 15
  • 16. Fan Page Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 16
  • 17. Fan Page – features• Pages are public and anyone can view them (Facebook user or not).• Pages are indexed by search engines. Therefore, you can get more traffic from Facebook.• Updates, messages, announcement for fans. These are the “elements” that help build a community of users which are interested to the information you provide.• You control the page and the information.• All the information that you share on you fan page wall can be viewed on the users news feed (Facebook home). Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 17
  • 18. Useful apps
  • 19. Top 10 most used apps on Facebook1. CityVille – 99.544.935 active users / month2. Static FBML – 96.576.053 active users / month3. Facebook for iPhone – 62.949.864 active users / month4. FarmVille – 54.927.466 active users / month5. Discussion Boards – 50.383.480 active users / month6. Texas HoldEm Poker – 36.867.243 active users / month7. Facebook for BlackBerry – 29.052.477 active users / month8. Frontier Ville – 25.558.250 active users / month9. Badoo – 24.936.422 active users / month10. Facebook for Android – 24.695.245 active users / monthSource: http://www.socialbakers.com Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 19
  • 20. Top apps to use on a fan page1. Static FBML2. Discussion Boards3. Polls4. Quiz Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 20
  • 21. Romanian Brands on Facebook
  • 22. Romanian Brands on Facebook• http://apps.facebook.com/robrands/ or http://facebrands.ro/Romanian Brands on Facebook isan application developed by Andrei Stefan(webdeveloper freelancer andowner of lumeamica.ro).The database is still developing.Fan pages are constantly added.COSMOPOLITAN.ro is now on 151th placeof a 6 407 pages in the general rankingand 4th place of 92 pages in“magazines” category. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 22
  • 23. Top 10 Romanian Fan Pages1. Inna - http://www.facebook.com/Inna - 2.022.181 Fans2. Edward Maya - http://www.facebook.com/EdwardMayaOfficial - 208.507 Fans3. Akcent - http://www.facebook.com/AkcentMusic - 202.009 Fans4. Radio ZU - http://www.facebook.com/radiozu - 178.203 Fans5. Kiss FM - http://www.facebook.com/kissfmromania - 148.904 Fans6. Cronica Carcotasilor - http://www.facebook.com/Carcotasii - 144.137 Fans7. George Hagi – facebook.com/pages/George-Hagi/10826591807 - 137.675 Fans8. AdoptiiCaini.ro - http://www.facebook.com/adoptiicaini - 131.028 Fans9. Romania - facebook.com/pages/Romania/84452224302 - 113.977Fans10. Visit Romania! - facebook.com/discover.romania - 111.532 Fans Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 23
  • 24. Top 10 Facebook Fan Pages1. Texas Holdem Poker – 34.403.507 Fans2. Facebook – 32.774.540 Fans3. Michael Jackson – 27.676.313 Fans4. Lady Gaga – 27.211.588 Fans5. Eminem – 26.695.188 Fans6. YouTube – 26.400.126 Fans7. Family Guy – 24.775.865 Fans8. Rihanna – 22.691.278 Fans9. Coca-Cola – 22.107.002 Fans10. Linkin Park – 21.661.677 Fans Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 24
  • 25. Top Fan Pages of Sanoma Hearst Romania1. Cosmopolitan – 14 585 Fans 12. mamica de azi – 1 530 Fans2. FHM – 8 961 Fans 13. Parinti.com – 1 520 Fans3. Esquire – 4 584 Fans 14. sanatatea de azi – 930 Fans4. Marie Claire – 4 364 Fans 15. Miresici – 916 Fans5. National Geographic – 3 948 Fans 16. bucataria de azi - 878 Fans6. Story – 3 738 Fans 17. Harper’s Bazaar – 628 Fans7. mami - 2 877 Fans 18. Beau Monde – 474 Fans8. eCuisine – 2 684 Fans 19. Sensa – 425 Fans9. MagazinulDeCase.ro – 2 511 Fans 20. Villa Design – 81 Fans10. FEMEIA. - 2 038 Fans 21. Auto Motor si Sport – 24 Fans11. Casa si Gradina – 1 852 Fans 22. Femeia de azi – 9 Fans Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 25
  • 26. Facebook Fan PagesFBML
  • 27. FBML = FaceBook Markup Languagehttp://www.facebook.com/apps/application.php?id=4949752878• Page dedicated to help building and developing FBML tabs - http://developers.facebook.com/docs/reference/fbml/ Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 27
  • 28. FBML Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 28
  • 29. FBML Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 29
  • 30. FBMLThe first personalized tab should illustrate a welcome message to the users.It must contain elements that are on site/brand/product.Don’t forget to set up as landing tab! Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 30
  • 31. How to add FBML to your page• Step 1: http://www.facebook.com/apps/application.php?id=4949752878& b• Step 2:Click Add to my page• Step 3:Select the page on whichdo you want the FBML tab(it applies only to the pageson which you are admin)Click Add to page Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 31
  • 32. How to add FBML to your page• Step 4: Go back to your pageClick Edit PageClick Applications Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 32
  • 33. How to add FBML to your page• Step 5:Design FBMLAlso, from hereyou can set upanother FBMLUnder Save Changesyou have the optionAdd another FBML box. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 33
  • 34. How to add FBML to your pageAfter you finish writing the code of FBML, go back to your page.With the help of yourmouse you can redothe order of the tabs.The tabs that arealways fixed:Wall and Info. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 34
  • 35. 10 things to establish before startinga fan page
  • 36. 10 things to establish before starting a fanpage1. Establish the clear purpose of your page.2. After the page gets 25 fans, personalize the link.3. Post regularly interesting info for your fans.4. Personalize the page – video, pictures, twitter, apps etc.5. Friendly communication with fans! Say your name and all kinds of stuff about you.6. Estabilish an editorial strategy!7. Don’t set up an automatic post of your tweets or blog posts on your page!8. Use the FBML creatively!9. Don’t “run” after likes! Quality is most important!10. Mention the fan page on other online and offline channels. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 36
  • 37. Facebook Fan PagesHow to create a fan page
  • 38. How to create a fan pageMethod 1 – Direct link: http://www.facebook.com/pages/create.php Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 38
  • 39. How to create a fan pageMethod 2 – From another fan page; option under the left column Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 39
  • 40. How to create a fan pageMethod 3 – Ads and pages section (if you are already admin of at least 1 page) Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 40
  • 41. How to create a fan page Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 41
  • 42. How to create a fan pageThe difference between Community Page and Fan Page:• Community Page – for general topics• Fan Page – for companies, brands, celebrities, bands, products, local businesses etc. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 42
  • 43. Fan Page - optionsFrom the Edit Page option you cand go to the settings of the page. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 43
  • 44. Fan Page - optionsManage Permissions: Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 44
  • 45. Expand comments on stories Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 45
  • 46. Fan Page - optionsBasic information:• Site• Funded year/date of the brand/band/product etc. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 46
  • 47. Fan Page - optionsProfile Picture:• Upload new photo• It can be changed directly from page Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 47
  • 48. Fan Page - optionsMarketing:• Ads• promo for other websites: badge, like box• Updates (a sort of newsletter in Facebook) Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 48
  • 49. Fan Page - optionsManage Admins: Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 49
  • 50. Fan Page - optionsApplications: Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 50
  • 51. Fan Page - optionsInsights: Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 51
  • 52. Facebook Fan PagesHow to personalize the link of a fan page
  • 53. How to personalize the link of a fan pageThe personalization of the link is a step that any brand/company/public person should do.Personalization is actually the modification of the default Facebook link in a form like: www.facebook.com/chosen-username.For example, Cosmopolitan.ro had the following default link – http://www.facebook.com/pages/wwwcosmopolitanro/54953292062?pu b=2309869772 –and after the personalization is like this: http://www.facebook.com/cosmopolitan.romania. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 53
  • 54. How to personalize the link of a fan page• Step 1: Log in on Facebook.• Step 2: Go to http://www.facebook.com/username.• Step 3: The following window will be displayed:• Step 4: Choose the page of which you want to personalize the link.• Step 5: Verify the availability of the username. Important: in order to change the username, the Fan Page must have at least 25 fans.• Step 6: Now you are the proud owner of a personalized Facebook link! ;) Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 54
  • 55. Facebook Fan PagesBest practices
  • 56. Best Practices• The page must look good: representative profile picture, short description and, a must, contact information.• The minimal time between posts – 30 minutes.• Establish an editorial calendar.• Respond to the question of fans.• Encourage the interaction and develop an easy communication.• If you are going to miss a period of hours/days and you can’t be online, announce you fans.• You must give a personal note – the fans must know that they are communicating with a real person, not a company!• Be honest!• Fresh information – news, articles, information, products etc. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 56
  • 57. Best PracticesMention of a user / fan page in a post• Offers visibility – the post appears also on the wall of the users/page that you mentioned• @name-user – as you type the username, it shows a list from which you cand choose the user/page that you wanted• You can do these mentions only from your friends and your pages that you like Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 57
  • 58. Best PracticesPictures• You can set up the order of the pictures in an album and of albums• You can set up the cover-picture of the album Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 58
  • 59. Best PracticesLinks: posting and editing Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 59
  • 60. Best PracticesLink postGOODBADAnd no likes on your own posts! Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 60
  • 61. Best PracticesShare link from fan page on profile page Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 61
  • 62. Best PracticesChat with fans – not recommended!Facebook isn’t messenger.For brands, Facebook created the Discussions tab in pages – a forum in the Facebook page. Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 62
  • 63. Facebook Ads
  • 64. Facebook Ads• http://www.facebook.com/ads• Case studies: http://www.facebook.com/FacebookAds?v=app_7146470109 Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 64
  • 65. Social media trends for 2011
  • 66. Social media trends for 2011• Group Buying (e.g. Grupon)• Social Commerce - http://www.youtube.com/watch?v=Ed5vJeaEuzA• Q&A Sites• Location based services• QR Codes• Branded Mobile Apps• Social Media Policy - http://mashable.com/2009/06/02/social- media-policy-musts/ » http://socialmediatoday.com/davefleet/151761/57-social-media-policy- examples-and-resourcesSource: www.manafu.ro Strategie de promovare eficienta a brandurilor pe Facebook / Cristina Avadanei 6.3.2012 © Sanoma Magazines 66
  • 67. Thank you! Cristina Avadanei85th Buzesti Street, Floor 4 Content Manager cosmopolitan.roBucharest District 1 (+4) 0726 289 631Phone: (+4) 031 22 58 700Fax: (+4) 031 22 58 715 cristina.avadanei@sanomahearst.rowww.sanomahearst.ro twitter.com/crisu_avadanei www.facebook.com/cristina.avadanei http://socialweb.ro Strategie de promovare eficienta a brandurilor pe Facebook/ Cristina Avadanei 6.3.2012 © Sanoma Hearst Romania