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Facebook"Ads"Ecosystem"                          1"
from"a"student"website"to"a"Mass9Medium"                                           2"
Facebook"is"listed"on"the"stock"market."                                    3"
2012"is"the"maturity"year"for"Facebook"                                          4"
AdverBsing"is"becoming""“Core”"to"their"business"                            5"
Facebook"Challenge:"leverage"between"adverBser"&"user"                                                         6"
Several"new"Ad"SoluBons"appeared."                                     7"
Deep"Dive"into"Facebook"Ads"Ecosystem"                                         8"
Everything+starts+with+the+bidding+system+                                             9"   9"
It+is+a+self5serve+adver6sing+pla8orm+•  Facebook"AdverBsing"is"an"aucBon"system"•  You"bid"for:""       Audience"        ...
Compe66on+with+other+adver6sers+CompeBBon"increases"the"price"                                   11"
How+Does+It+Work+–+Quality+Score++Not"the"ad"with"the"highest"bid"wins,"but"the"ad"with"the"best"performance"(QS)" Auc6on+...
How+Does+It+Work+–+Quality+Score+Higher"CTR"means:"•  " Lower"CPC=>"Rewarded"•  " Becer"posiBon""""""                     ...
Why+does+Facebook+use+Quality+Score?+                 9"User"is"paramount"on"Facebook"                 9 "GOAL"="Best"user...
Audience+            15"
+4,7+millions+users+in+Belgium+                                          > 4.800.000                                    Be...
Did+you+know…+25%""of"daily"web"impressions"     Adults 15-44                 Jan-Aug 2012                                ...
Rich+possibili6es+to+segment+the+audience+               4,8"millions"of"users"                                           ...
Everything+starts+from+the+informa6on+filled+in+by+the+user+                                                               ...
Targe6ng+Builder+                    20"
Broad+Categories+                    21"
Target+a+young+student+who+likes+fashion.+                                             22"
Urban+Target+                23"
Mass+Media+Target+                     24"
Parents+Target+on+Facebook+                              25"
Target+fathers+with+children+between+0+519+years+old.+                                                         26"
Target+users+according+to+the+brands+they+have+liked.+  Automobile"Sector"      Water"Sector"          Energy"Sector"     ...
Custom+Audience:+targe6ng+by+Email,+Phone+Number+&+UID’s+                                                       Match""   ...
Endless+possibili6es+of+targe6ng+                                    29"
Placement+&+Formats+                       30"
During+the+last+12+months…+                              31"
From+the+right+to+the+le]+                40%"              of"peoples’"Bme""               on"Facebook"is""              ...
Promote+your+message+directly+in+the+user’s+Newsfeed+   CAPPING"       1" Impression"per"user"      per"24"h"             ...
Your+brand+is+a+part+of+users’+stories.+They+cannot+miss+it.+                                  This"is"an"ad"             ...
Even+on+mobile.+                        +2m"                         Users"in""                         Belgium"          ...
Facebig+           36"
+20+Formats+on+Facebook++                        37"   37"
+20+Formats+available++      Engagement/"                                  Sponsored"Stories"            Page"Post"Ads"   ...
Adver6sing+Standard+Unit+      Engagement/"                                  Sponsored"Stories"            Page"Post"Ads" ...
Adver6sing+Standard+Unit+(ASU)+     CPM/CPC"   1910"adverBsers"      Self"Serve"                                  40"
ASU+on+Homepage+5+Alone+          CPM"       100"%"SOV"        Self"Serve"                           41"
.WHO+LEFT+THE+DOOR+OPEN?+                            42"
It"is"a"test"
Sponsored+Stories+      Engagement/"                                  Sponsored"Stories"            Page"Post"Ads"      St...
How+does+it+work?+                                                                           85%"                         ...
The+user+is+the+message+                           46"
Sponsor+everything.+                            App Like                 Wallpost         Website                         ...
92%+of+the+users+trust+friends+recommenda6ons.+                                                  48"
Distribute+everywhere+  Friends"of"fans"   Friends"of"fans"   Friends"of"fans"   49"
Sponsored+Stories+in+Newsfeed+                                 50"
Page+Post+Ads+      Engagement/"                                  Sponsored"Stories"            Page"Post"Ads"      Standa...
It+starts+with+the+content+posted+on+your+page.+                                                   52"
Did+you+know+that…+When you poston your Facebook page,                                                  16%"you only reach...
Page+Post+Ads+to+amplify+your+reach+                12-16% of friends/fans                                         Organic...
Reach+is+the+new+Like+Facebook" FOF"Fans"16%"For"each"new"post,"there"is"a"reflecBon"about"amplificaBon"Who?"When?"How"long"...
PPA’s,+everywhere.+                              Everything"starts"                                                 with"t...
Video+directly+in+the+newsfeed.+                                   57"
New"Formats"               58"
+20+Formats+available++  Sponsored"Results"           Log"Out"      Mobile"App"Install"Display"a"message""      Generate"i...
Place+your+message+in+the+search+bar+results+Sponsored"Results"format"" Main"features:" " 9  The"search"Bar"is"one"of"Face...
Log5Out+Experience.+The+most+impac8ul+format++                                                 61"
Mobile+App.+Boost+the+number+of+installa6on+of+your+app.++                                                             62"
When+users+click+they+are+redirected+to+the+store+                 App"Store"                          Android"Market"    ...
Tracking,"monitoring"and"opBmizing"performances"                                                   64"
Rich+solu6ons+of+tools+to+analyze+campaign+performances+Real9Time"ReporBng"No"storage"LimitaBons"Different"Level"of"Analysi...
Op6miza6on+is+the+key+to+ROI+ Daily bidding & budget optimization1 - We split the targeting in several sub-segment (Gender...
Facebook+Ecosystem+on+one+slide+                                              Endless"                                    ...
And so what?                68"   68"
What+are+the+benefits+of+FB+Adver6sing?+Large"Reach""      TargeBng"        Real9Bme"    Flexibility"                   pos...
Facebook+Ads+can+help+you+solve+a+lot+of+problema6cs+Which+media+strategy+to+adopt+regarding+my+objec6ves?+    Awareness" ...
Business"Cases"              And so what?                              71"   71"
72"
Briefing+&+objec6ves+    Amplify Word of Mouth with Ads                                     73"
Strategy+2+1 is a great offer.We “Like” it!And Facebook users will certainly do so!They will buy it and also TALK about it...
Everything+starts+with+a+post+and+the+page.+                                                16%"                          ...
Increase+the+reach+of+the+content+                                                 85%"of"fans"&"18"VL+""                 ...
Beer?+Hum…+who+will+be+the+target?+                                            85%"of"fans"&"M18+""                       ...
Find+the+right+balance+between+Reach+&+Performance+Reach         18+"                Friends""                of"Fans"    ...
Message+is+adapted+to+targe6ng+to+boost+performances.+    Students"                                     Foot"     18+"    ...
Everywhere.+On+the+best+Facebook+Placements.+                                                80"
1)+Generate+traffic+to+the+post+                                   POST NL: 1.456 LIKES / 1.043 SHARES / 270 COMMENTS       ...
Amplifica6on+vs+No+amplifica6on+PPA"                               No"PPA"        70,000"people"saw"this."             9,000...
Wow,+those+guys+interact+with+the+content.+           "STORIES"appears"in"Newsfeed"" 270 COMMENTS                  POST NL...
Sponsorise+the+interac6ons+to+amplify+the+WOM.+                                       With"Paid"Media"                    ...
Sum+Up+the+ecosystem+Advertising                            People interact with                It appears in             ...
Results+Impressions!   88,384,806     Clicks!   41,967       CTR!    0,047%                        Benchmark+FMCG+        ...
From Facebook to POS                 87"
Offer+5+principle+Brands"and"organizaBons"can"share"discounts"with"their"customers"by"posBng"an"offer"on"their"Facebook"Page...
Offers+5+structure+     Offers"are"a"new"type"of"post"                                     89"03/12/12"                     ...
Claiming+an+offer+                    90"
Claiming+an+offer+                             People"can"resend"offers."                             Offers"can"be"shared." ...
Offers’distribu6on+can+be+boosted+by+adver6sing+The"claim"is"a"story…it"can"be"sponsored"by"a"Sponsored"Story"!"           ...
Results+                                        >"1.500"visits"           38.000"fans"on"                in"shops"        ...
Lee: Fit to your client                    94"
Briefing+&+objec6ves+                                     VIEWS!"    Amplify Word of Mouth with Ads                        ...
Key+Elements+of+the+Campaign+    Interna6onal+   TARGETING:+25535+YO+           Distribu6on+                              ...
Targe6ng+Mix:+Reach+&+Interest+                 Compe&tors                     Reach.:.778.800                    #Diesel ...
Targe6ng+Mix:+Reach+&+Interests+                   Bands                        Reach*:*80.960                      #Rizzl...
Content+diffusion+starts+on+the+page+                                       gets"organically"                              ...
We+ac6vate+adver6sing+to+reach+85%+of+fans+                                              gets"organically"                ...
The+content+is+distributed+on+every+support+                                               101"
The+Results+Cost per View : 0,12€      CTR: 2%         20%                  104               1.710           Reach       ...
Occupy Territory during Christmas                                    103"
Briefing+&+Objec6ves+                       Generate"awareness"for"the"                       different""Samsung"products"  ...
Insight+&+Mission+                     Just+remember…+                     You"were"a"kid."                     With"those...
The+Idea+                         A"Facebook"ApplicaBon"to"create""                         your"wishlist"among"Samsung"pr...
Kind+or+Not?+And…"You"need"to"prove""that"you"were""a"“Kind”"boy""or"girl"How?+"Friends"will"tell"                      Ki...
And+the+winner+is…+On+the+24+of+December,+winners+are+announced.+                         The"24"of"December"at"midnight,"...
Surprise!+Who+has+been+the+meanest?+              The"31"of"December"at"midnight,""              the"10"people"who"have"go...
Will+It+Work+on+its+own?+Great"Idea"But…"Without"mediaBsaBon….""It"will"not"work""The"app"will"stay"unvisited….""         ...
Key+Elements+Of+The+The+Ad+Campaign+     Budget+       TARGETING:+25534+YO+   MESSAGE+–+Two+phases+66%"of"the"         REA...
Big+Launch,+Big+Exposure+During"the"launch,"we"have"booked"a"Reachblock"video."It"means"that"Samsung"was"the"only"adverBse...
Followed+By+A+Dynamic+&+Crea6ve+Campaign+•    3"waves"with"different"messages"•    Format"mix"based"on"targeBng"&"objecBves...
Change+Message+To+Stand+Out+WEEK"1"                        Ads"Targeted""                               by"Age"&"Gender"  ...
Change+Message+To+Stand+Out+ J9"1"                         Last"Day"to"win."  26"of"                        Surprise"Decem...
Branded+&+Clear+Visuals+                                       26"of"December","we"                                       ...
Divide+And+Rule ++We"segmented"the"campaign"to"avoid"a"rise"of"CPC""due"to"aggressive"compeBBon"during"Christmas"         ...
Diversity+To+Avoid+Aren6on+Drop+We"developed"several"messages"for"each"sub9segment"in"order"to"avoid"users’"acenBon"drop" ...
Results+               In"3"weeks"Bme...""                               119"
Results+                 "                 "           +700,000,000""            Impressions"                 "           ...
Results+                   "                   " " " " " " "+80,000"" " " " " " "parBcipants""                   "        ...
Results+                   "                   " " " " " " "+"60,000"" " " " " " "New"Fans"                   "           ...
Results+           Cost"per"fan"50%"lower""           than"previous"Samsung"Campaign"(NL)"                                ...
Results+                   "                   " " " " " " "+"40,000"" " " " " " "Wish"lists"created"                   " ...
Results+    +"70,000"Kind"or"Not"Kind"votes"     17,610+votes++       59,306+votes+     22%+                 78%+         ...
Results+           50,000"app"shares"in"the"           newsfeed."                                       126"
LastChapter          127"
AdverBsers"are"Dreamers"                           128"
Since,"the"internet"was"created,"                                    129"
They"dreamt"about"engagement"                                130"
They"dreamt"about"Reach"                           131"
They"dreamt"about"more"targeBng"possibiliBes."                                                 132"
They"dreamt"about"more"efficiency"with"less"digital"media."                                                       133"
They"dreamt"about"rich"media."
They"dreamt"about"real9Bme"reporBng"                                       135"
They"dreamt"about"a"perfect"format""to"reach"users"on"mobile."                                 136"
All"in"one"place."
The"day"has"come."                     138"
Thank+You+             139"
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Presentation Benjamin Snyers Social Lab Group Ecosystem

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Presentation by Benjamin Snyers about the Facebook ecosystem,new Ad formats, cases of campaigns.

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Transcript of "Presentation Benjamin Snyers Social Lab Group Ecosystem"

  1. 1. Facebook"Ads"Ecosystem" 1"
  2. 2. from"a"student"website"to"a"Mass9Medium" 2"
  3. 3. Facebook"is"listed"on"the"stock"market." 3"
  4. 4. 2012"is"the"maturity"year"for"Facebook" 4"
  5. 5. AdverBsing"is"becoming""“Core”"to"their"business" 5"
  6. 6. Facebook"Challenge:"leverage"between"adverBser"&"user" 6"
  7. 7. Several"new"Ad"SoluBons"appeared." 7"
  8. 8. Deep"Dive"into"Facebook"Ads"Ecosystem" 8"
  9. 9. Everything+starts+with+the+bidding+system+ 9" 9"
  10. 10. It+is+a+self5serve+adver6sing+pla8orm+•  Facebook"AdverBsing"is"an"aucBon"system"•  You"bid"for:"" Audience" & Placement"&"Formats" 3" 10" 3" 10"
  11. 11. Compe66on+with+other+adver6sers+CompeBBon"increases"the"price" 11"
  12. 12. How+Does+It+Work+–+Quality+Score++Not"the"ad"with"the"highest"bid"wins,"but"the"ad"with"the"best"performance"(QS)" Auc6on+system+based+on:+ ?+ Quality+Score++ ?+ ?+ QS"=" ?+ CTR*"x"" ?+ Bid"x"" ?+ Historic"x" CompeBBon" "*"First"esBmaBon"is"based"on"10,000"first"impressions"of"the"campaign." 12"
  13. 13. How+Does+It+Work+–+Quality+Score+Higher"CTR"means:"•  " Lower"CPC=>"Rewarded"•  " Becer"posiBon"""""" CTR:"0.060%" QS"="****" CPC:"0.45"€" QS"="***" QS"="**" CTR:"0.015%" QS"="*" CPC:"1"€" CTR:"really"bad" No"Impression" QS"="0" CPC:"too"low" 13"
  14. 14. Why+does+Facebook+use+Quality+Score?+ 9"User"is"paramount"on"Facebook" 9 "GOAL"="Best"user"experience"" 9 "Relevant"ads"="becer"experience" 9 "CTR"="indicator"of"relevant"ads" " 14"
  15. 15. Audience+ 15"
  16. 16. +4,7+millions+users+in+Belgium+ > 4.800.000 Belgian members 45% of population (58% of internet users) 66% 85%daily use weekly use >2.000,000 Mobile users 16"
  17. 17. Did+you+know…+25%""of"daily"web"impressions" Adults 15-44 Jan-Aug 2012 17"
  18. 18. Rich+possibili6es+to+segment+the+audience+ 4,8"millions"of"users" Facebook Friends of Fans Friends of FansInterest Fans PageSport Interest Brands Sector Music Brands Brands 18"
  19. 19. Everything+starts+from+the+informa6on+filled+in+by+the+user+ Basic Age, gender, geography, relationship, language Work and Education InterestsFriends Music, Movies, Books, Apps, Pages, Websites 19"
  20. 20. Targe6ng+Builder+ 20"
  21. 21. Broad+Categories+ 21"
  22. 22. Target+a+young+student+who+likes+fashion.+ 22"
  23. 23. Urban+Target+ 23"
  24. 24. Mass+Media+Target+ 24"
  25. 25. Parents+Target+on+Facebook+ 25"
  26. 26. Target+fathers+with+children+between+0+519+years+old.+ 26"
  27. 27. Target+users+according+to+the+brands+they+have+liked.+ Automobile"Sector" Water"Sector" Energy"Sector" +"300,000"users" +"100,000"users" +"50,000"users" 27"
  28. 28. Custom+Audience:+targe6ng+by+Email,+Phone+Number+&+UID’s+ Match"" Rate" 20%" - Remarketing -  Mailing List Reactivation -  Fan Acquisition -  …. 28"
  29. 29. Endless+possibili6es+of+targe6ng+ 29"
  30. 30. Placement+&+Formats+ 30"
  31. 31. During+the+last+12+months…+ 31"
  32. 32. From+the+right+to+the+le]+ 40%" of"peoples’"Bme"" on"Facebook"is"" on"news"feed" Content"" &" AdverBsing"Zone" AdverBsing"Zone" 32"
  33. 33. Promote+your+message+directly+in+the+user’s+Newsfeed+ CAPPING" 1" Impression"per"user" per"24"h" CAPPING" 3" AdverBsers"" per"users" This"is"an"ad" 33"
  34. 34. Your+brand+is+a+part+of+users’+stories.+They+cannot+miss+it.+ This"is"an"ad" CTR" 20x" Compared"" to"right"zone" 34"
  35. 35. Even+on+mobile.+ +2m" Users"in"" Belgium" “Sponsored” Stamp 35"
  36. 36. Facebig+ 36"
  37. 37. +20+Formats+on+Facebook++ 37" 37"
  38. 38. +20+Formats+available++ Engagement/" Sponsored"Stories" Page"Post"Ads" Standard"Ads"Generate"Awareness" Sponsorize"interacBon" Amplify"the"distribuBon"Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"Generate"AcBon" &"the"connected"users." Facebook" " " 38"
  39. 39. Adver6sing+Standard+Unit+ Engagement/" Sponsored"Stories" Page"Post"Ads" Standard"Ads"Generate"Awareness" Sponsorise"interacBon" Amplify"the"distribuBon"Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"Generate"AcBon" &"the"connected"users." Facebook" " " 39"
  40. 40. Adver6sing+Standard+Unit+(ASU)+ CPM/CPC" 1910"adverBsers" Self"Serve" 40"
  41. 41. ASU+on+Homepage+5+Alone+ CPM" 100"%"SOV" Self"Serve" 41"
  42. 42. .WHO+LEFT+THE+DOOR+OPEN?+ 42"
  43. 43. It"is"a"test"
  44. 44. Sponsored+Stories+ Engagement/" Sponsored"Stories" Page"Post"Ads" Standard"Ads"Generate"Awareness" Sponsorize"interacBon" Amplify"the"distribuBon"Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"Generate"AcBon" &"the"connected"users." Facebook" " " 44"
  45. 45. How+does+it+work?+ 85%" Sponsored Stories David likes this brand 12%" David likes this brand Your Brand LikeSTEP 1: STEP 2: STEP 3:David likes a brand, A story is generated on If the advertised branduses an application, David’s friends’ News Feeds, included Sponsored Stories inor checks-in into a which they may or may not their Facebook Ads campaign,location. see. David’s friends will see this story in the right column. 45" 45"
  46. 46. The+user+is+the+message+ 46"
  47. 47. Sponsor+everything.+ App Like Wallpost Website App POS 47"
  48. 48. 92%+of+the+users+trust+friends+recommenda6ons.+ 48"
  49. 49. Distribute+everywhere+ Friends"of"fans" Friends"of"fans" Friends"of"fans" 49"
  50. 50. Sponsored+Stories+in+Newsfeed+ 50"
  51. 51. Page+Post+Ads+ Engagement/" Sponsored"Stories" Page"Post"Ads" Standard"Ads"Generate"Awareness" Sponsorise"interacBon" Amplify"the"distribuBon"Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"Generate"AcBon" &"the"connected"users." Facebook" " " 51"
  52. 52. It+starts+with+the+content+posted+on+your+page.+ 52"
  53. 53. Did+you+know+that…+When you poston your Facebook page, 16%"you only reach 16%* 16%"of your fans.* Worldwide average communicated by Facebook Fans"reached" organically"Why?EdgeRank is an algorithm thatranks objects in the Facebook News Feed.Affinity x Weight x Time 53"
  54. 54. Page+Post+Ads+to+amplify+your+reach+ 12-16% of friends/fans Organic see your post/content Paid Media Up to 85% of friends/fans see the content % of fans reach by your messagePubs 16%Pubs 65% 85% Daily Weekly 54"
  55. 55. Reach+is+the+new+Like+Facebook" FOF"Fans"16%"For"each"new"post,"there"is"a"reflecBon"about"amplificaBon"Who?"When?"How"long"for?" 55"
  56. 56. PPA’s,+everywhere.+ Everything"starts" with"the"content" on"the"page." Control"the"distribuBon"of"your"content" All" Fans"&"Friends"of"fans" All" 56"
  57. 57. Video+directly+in+the+newsfeed.+ 57"
  58. 58. New"Formats" 58"
  59. 59. +20+Formats+available++ Sponsored"Results" Log"Out" Mobile"App"Install"Display"a"message"" Generate"impact"" Boost"the"number"of"in"the"search"results" on"Facebook" installaBon"of"your"mobile"app" (iPhone,"Android,"Windows)" " Mobile"only." 59"
  60. 60. Place+your+message+in+the+search+bar+results+Sponsored"Results"format"" Main"features:" " 9  The"search"Bar"is"one"of"Facebook’s"most"used"features." 9  TargeBng"by"“Targeted"EnBBes”(page,"app,..)"or"profiles." 9  Target"CompeBtors’"pages." 9  No"off9site" 9  CPC"or"CPM" 60"
  61. 61. Log5Out+Experience.+The+most+impac8ul+format++ 61"
  62. 62. Mobile+App.+Boost+the+number+of+installa6on+of+your+app.++ 62"
  63. 63. When+users+click+they+are+redirected+to+the+store+ App"Store" Android"Market" 63"
  64. 64. Tracking,"monitoring"and"opBmizing"performances" 64"
  65. 65. Rich+solu6ons+of+tools+to+analyze+campaign+performances+Real9Time"ReporBng"No"storage"LimitaBons"Different"Level"of"Analysis"Diferent"Time"Stamp:"daily"monthly,"Year,…"""" 65"
  66. 66. Op6miza6on+is+the+key+to+ROI+ Daily bidding & budget optimization1 - We split the targeting in several sub-segment (Gender, Age, Interest)2 – We analyze which segments perform best from the message POV.3 - We ventilate the budget according to which campaign works best.4 – It is an iterative process, which means that we repeat it. We optimize your investment in REAL TIME in order to reach the best ROI Launch middle Reallocation of Budget V € OPTIMIIZATION OPTIMIZATION V € X € 66"
  67. 67. Facebook+Ecosystem+on+one+slide+ Endless" PossibiliBes" Audience"Bidding" +6" Emplacements" +20"" Formats" OpBmizaBon" ReporBng" 67"
  68. 68. And so what? 68" 68"
  69. 69. What+are+the+benefits+of+FB+Adver6sing?+Large"Reach"" TargeBng" Real9Bme" Flexibility" possibiliBes" reporBng" "OpBmisaBon" Price" Rich"Media" Social" Newsfeed" " Context" " " 69"
  70. 70. Facebook+Ads+can+help+you+solve+a+lot+of+problema6cs+Which+media+strategy+to+adopt+regarding+my+objec6ves?+ Awareness" Traffic" Offline"/Online"Sales" Reachblock"Video" Marketplace" Offers" Sponsored"Stories"" standard"ads"" Page"Post"Ads" Newsfeed"Desktop" Sponsored"Stories" Domain" Sponsored"Stories" Newsfeed"Mobile" Fan"AcquisiBon" Engagement" Contest/"Mobile"App" Reachblock" Sponsored"Stories" Inline"Fan"for"App" Like" Page"Post"Ads" Sponsored"Stories" Marketplace" Page"Post"Ads" for"App" Like" " Sponsored"Stories" Like" 70"
  71. 71. Business"Cases" And so what? 71" 71"
  72. 72. 72"
  73. 73. Briefing+&+objec6ves+ Amplify Word of Mouth with Ads 73"
  74. 74. Strategy+2+1 is a great offer.We “Like” it!And Facebook users will certainly do so!They will buy it and also TALK about it.Those discussions around the promotionare a valuable medium that one should use.Your “SOCIAL CURRENCY”Our proposition?Generate an (online) discussionaround the promotion,amplify it and generate as muchAwareness around it as possible. 74"
  75. 75. Everything+starts+with+a+post+and+the+page.+ 16%" 32,000"" 75"
  76. 76. Increase+the+reach+of+the+content+ 85%"of"fans"&"18"VL+"" +"1,500,000"" Male"18+" We will have m users 18 +years old as core Interest target." " Inside that core target, we will target users" with a bigger potential interest to our message." ! ! Jupiler’s Fans ! " Friends of Fans 76"
  77. 77. Beer?+Hum…+who+will+be+the+target?+ 85%"of"fans"&"M18+"" +"1,500,000"" Sports Fan Beer, Wine and Student Spirit Lover Barbecue Football Fans Jupiler Fans 77"
  78. 78. Find+the+right+balance+between+Reach+&+Performance+Reach 18+" Friends"" of"Fans" Sport" Foot" Performance 78"
  79. 79. Message+is+adapted+to+targe6ng+to+boost+performances.+ Students" Foot" 18+" "" Fans" Wine" 79"
  80. 80. Everywhere.+On+the+best+Facebook+Placements.+ 80"
  81. 81. 1)+Generate+traffic+to+the+post+ POST NL: 1.456 LIKES / 1.043 SHARES / 270 COMMENTS Non9"Fans" POST FR: 1.623 LIKES / 1.824 SHARES / 297 COMMENTSASU" Fans" PPA" 81"
  82. 82. Amplifica6on+vs+No+amplifica6on+PPA" No"PPA" 70,000"people"saw"this." 9,000"people"saw"this." 3,662"interacBons" 344"interacBons" 82"
  83. 83. Wow,+those+guys+interact+with+the+content.+ "STORIES"appears"in"Newsfeed"" 270 COMMENTS POST NL: 1.456 LIKES / 1.043 SHARES / POST FR: 1.623 LIKES / 1.824 SHARES / 297 COMMENTS get"organically"" Placed"into"" 12%++ of"friend’s" news"feed" Share" Like" Comments" 83"
  84. 84. Sponsorise+the+interac6ons+to+amplify+the+WOM.+ With"Paid"Media" You"reach"up"to"" 85%" of"your"target" 84"
  85. 85. Sum+Up+the+ecosystem+Advertising People interact with It appears in the content the newsfeed of 12% Facebook.com 85% Benjamin Snyers .PPA Offers commented on Jupiler Like Comment 16% Like Comment Seen by 85%* 12% of the target group" Seen by 12% of the friends "" We make an ad of the stories generated (called sponsored stories). 85% It means that 85% of the friends of the.Sponsored Stories user will be exposed to the stories. 16% Benjamin Snyers Seen by 85%* commented on of the friends "" Jupiler 85"
  86. 86. Results+Impressions! 88,384,806 Clicks! 41,967 CTR! 0,047% Benchmark+FMCG+ CPC:+0,45+€+ CTR:+0,30+%+ We generated approx. 100,000,000 impressions And + 40,000 qualified visits. Average CPC is 32% cheaper than the Sector average 86"
  87. 87. From Facebook to POS 87"
  88. 88. Offer+5+principle+Brands"and"organizaBons"can"share"discounts"with"their"customers"by"posBng"an"offer"on"their"Facebook"Page."""When"someone"claims"an"offer,"they"receive"an"e9mail." 88"
  89. 89. Offers+5+structure+ Offers"are"a"new"type"of"post" 89"03/12/12" 89"
  90. 90. Claiming+an+offer+ 90"
  91. 91. Claiming+an+offer+ People"can"resend"offers." Offers"can"be"shared." Offers"do"expire." 91"
  92. 92. Offers’distribu6on+can+be+boosted+by+adver6sing+The"claim"is"a"story…it"can"be"sponsored"by"a"Sponsored"Story"!" 92"
  93. 93. Results+ >"1.500"visits" 38.000"fans"on" in"shops" Page" " 23.000"Offer" Requests" 1.764" shares" 1.169.704"views" 93"
  94. 94. Lee: Fit to your client 94"
  95. 95. Briefing+&+objec6ves+ VIEWS!" Amplify Word of Mouth with Ads 95"
  96. 96. Key+Elements+of+the+Campaign+ Interna6onal+ TARGETING:+25535+YO+ Distribu6on+ DistribuBon"of"the"message" REACH":"+"3"M"" on"the"best"placements"5"Ci%es:""London"Utrecht"Amsterdam"Gent"Antwerp" 96""
  97. 97. Targe6ng+Mix:+Reach+&+Interest+ Compe&tors Reach.:.778.800 #Diesel (brand), #Urban Outfitters, #Cheap Monday, #Asos, #Ralph Lauren, #ASOS.com, #Topman, #Levi Strauss & Co., #Nudie Jeans, #G-Star Raw, #Fred Perry, #Topshop, #Scotch and Soda, #Pepe Jeans, #7 for all Mankind, #J.Crew, #Tommy Hilfiger, #Men at Work, kw, #Guess (clothing) or #Mr. Porter Lee’s%related%pages Reach%:%1.270.520 #The Black Box Revelation, #Ratatat, #Animal Collective, #Esquire (magazine), #Santigold, #Arctic Monkeys, #The xx, #FHM, #The Libertines, #Metronomy, #Diplo (DJ), #Chromeo, #Vivienne Westwood, #The Strokes, #Bloc Party, #Caribou (musician), #Phoenix (band), #Grazia, #Hot Chip, #Yeasayer, #Red Wing Shoes, #NME, #Foals, #Wallpaper (magazine), #Kings of Leon, #LCD Soundsystem, #Muse (band), #Fleet Foxes or #VICE (magazine) 97"
  98. 98. Targe6ng+Mix:+Reach+&+Interests+ Bands Reach*:*80.960 #Rizzle Kicks, #Tighten Up (The Black Keys song), #Orbital (band), #Brothers (The Black Keys album), #M83 (band), #Trash (Alice Cooper album), #The Black Keys, #M83, #Alice Cooper, #M83 (album), #Richard Hawley or #El Camino (The Black Keys album) Clothes Reach+:+923.720 #Sixpack France, #Urban Outfitters, #Casio, inc, #ASOS.com, #New Balance, #WESC, #Calvin Klein, #Vans, #Dickies, #Bench (clothing brand), #Fred Perry, #The North Face, #Paul Smith (fashion designer), #Gio-Goi, #Abercrombie & Fitch, #Tommy Hilfiger, #Nike, superdry, #Carhartt, #Dockers, #Desigual, #Converse (shoe company), #Miss Sixty or #Timberland (entreprise) 98"
  99. 99. Content+diffusion+starts+on+the+page+ gets"organically" placed"into"" 16%++ of"fan’s" news"feed" 99"
  100. 100. We+ac6vate+adver6sing+to+reach+85%+of+fans+ gets"organically" placed"into"" 85%++ of"fan’s" news"feed" 100"
  101. 101. The+content+is+distributed+on+every+support+ 101"
  102. 102. The+Results+Cost per View : 0,12€ CTR: 2% 20% 104 1.710 Reach Comment on Page Posts Page Post Likes 102"
  103. 103. Occupy Territory during Christmas 103"
  104. 104. Briefing+&+Objec6ves+ Generate"awareness"for"the" different""Samsung"products" range"during"Christmas" Period"trough"a"full" experience"on"Facebook." " " 104"
  105. 105. Insight+&+Mission+ Just+remember…+ You"were"a"kid." With"those"catalogs"of"toys,"games,"sport" accessories." " Dreaming"about"which"" were"the"3"you"would"pick"up…""BUT…+"You"received"the"present"only"if"you"were"kind."" Kind"or"not"Kind?" 105"
  106. 106. The+Idea+ A"Facebook"ApplicaBon"to"create"" your"wishlist"among"Samsung"products." " " "You"choose"4"products"among"Samsung"categories."" IT"Products" Telecom" TV"Audio" Video" Home" Appliances"One"by"Category.""" 106"
  107. 107. Kind+or+Not?+And…"You"need"to"prove""that"you"were""a"“Kind”"boy""or"girl"How?+"Friends"will"tell" Kind" Not" Kind" 107"
  108. 108. And+the+winner+is…+On+the+24+of+December,+winners+are+announced.+ The"24"of"December"at"midnight,"" the"20"people"that"have"got"the" most"«"Nice"»"votes"" 108"
  109. 109. Surprise!+Who+has+been+the+meanest?+ The"31"of"December"at"midnight,"" the"10"people"who"have"got"the"most"«"Not" Nice"»"votes"will"get"an"email"and"SMS"to" confirm"that"they"will"get"their"gi{s"!" " 109"
  110. 110. Will+It+Work+on+its+own?+Great"Idea"But…"Without"mediaBsaBon….""It"will"not"work""The"app"will"stay"unvisited…."" You"need"a"STRONG++ Facebook"Media"Plan" 110"
  111. 111. Key+Elements+Of+The+The+Ad+Campaign+ Budget+ TARGETING:+25534+YO+ MESSAGE+–+Two+phases+66%"of"the" REACH":"+"4"M"" 1 "Premium." "budget"invested" Generate"maximum""in"the" awareness"trough""mediaBsaBon"of" the"use""the"acBon" of"video" 2 "Marketplace" " Dynamic+&+crea6ve+ use"of"Facebook"to" maintain"target" acenBon"at"his"highest" and"generate"a"max"of" parBcipaBon" 111"
  112. 112. Big+Launch,+Big+Exposure+During"the"launch,"we"have"booked"a"Reachblock"video."It"means"that"Samsung"was"the"only"adverBser"on"Facebook""that"day." Maximum"of"" exposure"on"the" target." " Awareness"boost." " REACHBLOCK" 112"
  113. 113. Followed+By+A+Dynamic+&+Crea6ve+Campaign+•  3"waves"with"different"messages"•  Format"mix"based"on"targeBng"&"objecBves" Premium"Ads"•  TargeBng"by"age"&"gender" Christmas"Countdown"•  Daily"opBmizaBon"" W1:"CLSC" W2":"CLSC" W3":"ILF" W4":"CLSC" Sponsored"Stories"Likes"(SSL)" Page"Post"Ads"(PPA)" BE" NL" 12/12" 17/12" 23/12" 26/12" 01/01"113" 24/12"
  114. 114. Change+Message+To+Stand+Out+WEEK"1" Ads"Targeted"" by"Age"&"Gender" Copy"based"on"age" WEEK"2" Focus"on"game" acBvity" Immediate"feeling" 114"
  115. 115. Change+Message+To+Stand+Out+ J9"1" Last"Day"to"win." 26"of" Surprise"December" 115"
  116. 116. Branded+&+Clear+Visuals+ 26"of"December","we" adapted"the"color"Brand+Logo" Christmas+theme+ background" Clear+visual+of+brand+ product" We+adapted+the+visual+with+the+most+ chosen+product+ 116"
  117. 117. Divide+And+Rule ++We"segmented"the"campaign"to"avoid"a"rise"of"CPC""due"to"aggressive"compeBBon"during"Christmas" 117"
  118. 118. Diversity+To+Avoid+Aren6on+Drop+We"developed"several"messages"for"each"sub9segment"in"order"to"avoid"users’"acenBon"drop" 118"
  119. 119. Results+ In"3"weeks"Bme..."" 119"
  120. 120. Results+ " " +700,000,000"" Impressions" " " " 120"
  121. 121. Results+ " " " " " " " "+80,000"" " " " " " "parBcipants"" " " " 121"
  122. 122. Results+ " " " " " " " "+"60,000"" " " " " " "New"Fans" " " " 122"
  123. 123. Results+ Cost"per"fan"50%"lower"" than"previous"Samsung"Campaign"(NL)" 123"
  124. 124. Results+ " " " " " " " "+"40,000"" " " " " " "Wish"lists"created" " " " 124"
  125. 125. Results+ +"70,000"Kind"or"Not"Kind"votes" 17,610+votes++ 59,306+votes+ 22%+ 78%+ 125"
  126. 126. Results+ 50,000"app"shares"in"the" newsfeed." 126"
  127. 127. LastChapter 127"
  128. 128. AdverBsers"are"Dreamers" 128"
  129. 129. Since,"the"internet"was"created," 129"
  130. 130. They"dreamt"about"engagement" 130"
  131. 131. They"dreamt"about"Reach" 131"
  132. 132. They"dreamt"about"more"targeBng"possibiliBes." 132"
  133. 133. They"dreamt"about"more"efficiency"with"less"digital"media." 133"
  134. 134. They"dreamt"about"rich"media."
  135. 135. They"dreamt"about"real9Bme"reporBng" 135"
  136. 136. They"dreamt"about"a"perfect"format""to"reach"users"on"mobile." 136"
  137. 137. All"in"one"place."
  138. 138. The"day"has"come." 138"
  139. 139. Thank+You+ 139"

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