Fullsix - Facebook Marketing Bootcamp
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This document outlines Fullsix's recent Facebook marketing campaigns and ideas for the future of social commerce. It describes several successful Facebook campaigns Fullsix ran for clients, including a Vodafone app allowing users to create profiles with friends' photos and a Barilla streaming app. It also proposes the idea of "Facebook Credits" as a form of social currency users could earn for actions like check-ins, referrals, and content sharing and spend on purchases through Facebook.
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Fullsix - Facebook Marketing Bootcamp
- 1. FACEBOOK MARKETING 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 360 This is a banner that allows, after the 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 the Panetteria 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. FullReader Fullsix 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 FruttyCao In 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 line Social 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 INTERESTS 1. Currency FACEBOOK CREDITS 2. 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 INTERESTS 1. Currency FACEBOOK CREDITS 2. 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