Fullsix - Facebook Marketing Bootcamp

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  • 1. FACEBOOKMARKETING BOOTCAMP ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 2. BEN TROVATI Alessio Angiolillo head of DMC performance social media©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 3. THE RECENT PRESENT Fullsix and Facebook - the last cases ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 4. Vodafone 360This is a banner that allows, afterthe log in, to compose the user account name using pictures of his Facebook friends pictures. ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 5. Panetteria Maiello It is an application in witch user can find all thePanetteria Maiello Episodes.A famous Italian Web comedy Vodafone reached 1.000.000 likes. ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 6. THE PRESENT PRESENT what’s hot ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 7. FullReaderFullsix releases its first own app. A qr code reader allowing sharing every content everywhere. ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 8. Yoga FruttyCaoIn 3 weeks the FruttyCao fanpage reached 1.450 discussions. • set up page • community management • Feed conversation on a very vertical community ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 9. Da off a on lineSocial streaming Barilla An app with 3 kinds of streaming:• video• twitter feeds and comments• facebook live chat. ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 10. THE PRESENT FUTURE social currency ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 11. THE END OF BUSINESS AS USUAL The End of Business As Usual explores each layer of the complex consumer revolution that is changing the future of business, media, and culture. ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 12. SOCIAL COMMERCE ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 13. ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 14. OUR KEY INTERESTS1. Currency FACEBOOK  CREDITS2. Involvement GAMIFICATION  OF  PURCHASE  INTENT ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 15. AS INCENTIVES FOR… Purchase Email  Signup SMS  Signup Fans User  Generated   Referrals In-­‐Store Content Check-­‐ins Contest  Entries Sharing Tweets RegistraDons ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 16. Marketers   Main  benefits:Gives  a  FB  Credits  as  incen8ve  for   purchase  or  visits  o  check  in… Loyalty Incremental  sales Users  accumulate  FB  Credits   ROI  on  MKT  ac8vi8es (wallet) Users  purchase  goods  on   Facebook ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 17. FACEBOOK CREDITS PROMOTIONS HAVE IMPROVED RETAILER METRICS : Category Results Client • CTR’s on FB ads were 3x higher on average Advertising • Record low CPA’s (-65%) compared to other ad copy • Increase Fan Count (+1000% increase – Fan from 150k to 1.8M fans in 6 mos.) Engagement • Lower Fan Abandonment (-35%) • Customers share 60-70% of the time Virality • Viral Shares account for 30% of incremental actions • Higher on site conversion rate (3x) Incremental Sales • Top affiliate performing driver (15,000 orders during Mothers Day / V-Day) Public Case Studies: http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf (1800 Flowers) https://ifeelgoods.box.net/shared/9dm412ikagtpzx91pfd8 (Ice.com) ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 18. ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 19. OUR KEY INTERESTS1. Currency FACEBOOK  CREDITS2. Involvement GAMIFICATION  OF  PURCHASE  INTENT ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 20. www.badgeminton.it ©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556
  • 21. THANKS©  FullSIX  2009-­‐2010  -­‐  Strictly  confiden8al,  all  rights  reserved  -­‐  www.fullsix.it  -­‐  Viale  del  Ghisallo  20,  20151  Milano,  Italy  -­‐  Phone  +39  02  899  68  1  -­‐  Fax  +39  02  899  68  556