Facebook: A part of daily Australian life
IAB How to Build Brands Online – 25 July 2013
Naomi Shepherd, Head of FMCG, Face...
Facebook is part of Australian daily life.
!"#$%&&%'(#
))*#Of the online
population are
on Facebook
Monthly Active
Users
+...
Use this as a top margin for workspace when there is no title or subtitle
Use this as top margin when there is a single li...
Use this as a top margin for workspace when there is no title or subtitle
Use this as top margin when there is a single li...
Use this as a top margin for workspace when there is no title or subtitle
Use this as top margin when there is a single li...
Use this as a top margin for workspace when there is no title or subtitle
Use this as top margin when there is a single li...
Facebook is not just a social objective.
Think marketing in a social world
At any stage of the funnel, there is a Facebook
solution to answer your objective.
Video Page Post Photo Page Post
Logout Video or Link Page Post Ad
Which ads should I use?
Page Like Ad
Which ads should I use?
Event Page Post
Domain Ad
(Driving off Facebook)
Link Page Post
Offer Page Post
Which ads should I use?
Mobile App Install
Event Page Post
Offer Page Post
Which ads should I use?
Be share-worthy
(don’t just join the conversation, be the conversation)
Great creative on Facebook is just great creative
Ensure brand relevance
Use rich images
Keep text short & sweet
Encourage lightweight interaction
Be timely
Have a point of view
Gauge success using new page insights
Targeted Reach
Find your exact audience at scale, with minimum wastageFind your exact audience at scale, with minimum wast...
Greater targeting accuracy
Source: Nielsen Brand Effect Norms May 2012
-)*#Cost savings
Overall Campaign
Accuracy
OnlineAv...
Facebook
Your CRM database
Reach your own consumers with custom audiences
Recommendation and amplification
.)*#
Trust word of mouth or
friends and family
Source: Nielsen report ‘Global trust in adv...
Social Context drives greater awareness
Source: Nielsen Brand Effect Norms May 2012
./*#More than the
online average
Ad Re...
Tablet
FACEBOOK IS
Desktop
THE ULTIMATE SECOND SCREEN
Mobile
/)*#Aussie Facebook users
browse Facebook
whilst watching TV
...
Measure your business objectives
Reach Brand Resonance Reaction
Did I reach the right
number of people and the
right type of people?
Did I improve my brand...
Remember…
1.! Ensure your marketing investment reflects where your consumer is and
where he’s going (mobile), not where he’...
IAB How to Build Brands Online event - Social Media - Naomi Shepherd, Facebook
IAB How to Build Brands Online event - Social Media - Naomi Shepherd, Facebook
IAB How to Build Brands Online event - Social Media - Naomi Shepherd, Facebook
IAB How to Build Brands Online event - Social Media - Naomi Shepherd, Facebook
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IAB How to Build Brands Online event - Social Media - Naomi Shepherd, Facebook

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With the increase of new creative formats and rich media options, marketers are seeing the potential of online and mobile marketing as an efficient and cost effective tool for building brands. On 25 July, attendees learned how to use the key digital elements to build your brand online.

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IAB How to Build Brands Online event - Social Media - Naomi Shepherd, Facebook

  1. 1. Facebook: A part of daily Australian life IAB How to Build Brands Online – 25 July 2013 Naomi Shepherd, Head of FMCG, Facebook Australia | July 24, 2013
  2. 2. Facebook is part of Australian daily life. !"#$%&&%'(# ))*#Of the online population are on Facebook Monthly Active Users +,*#Return daily Over
  3. 3. Use this as a top margin for workspace when there is no title or subtitle Use this as top margin when there is a single line title on the page (when not using a Subtitle) Use this as top margin for workspace when there is a Title with a blue Subtitle Use this as bottom margin for your workspace Drawing (Dynamic) Guides Drawing guides are used so you have a clear idea of what your actual work area is on each slide. They show up on all slides in the same spot, however they don’t show up when you print or watch presentation in slide show mode. Use them for aligning content to the top, bottom and right, and for cropping images. Think of them as internal margins that are manually set. Resetting Drawing Guides Guides are easy to move and bump, use this layout option to reset them to their proper placement. Insert this slide, realign the guides over the gray lines and delete slide. The guides will still be in their place. Turn guides on and off as you need them. Turning Guides on and Off Mac: You can go to view setting and select Dynamic Guides or use Contrl + Option + Commnd + G PC: Go to View and check mark guides or Contrl + f9 Left Margin (if you must go over this space, use the secondary margin to the left. It is recommended to use the first guide. Right Margin (if you must go over this space, use the secondary margin to the right of the first, but never past that. All of the people who matter to you.
  4. 4. Use this as a top margin for workspace when there is no title or subtitle Use this as top margin when there is a single line title on the page (when not using a Subtitle) Use this as top margin for workspace when there is a Title with a blue Subtitle Use this as bottom margin for your workspace Drawing (Dynamic) Guides Drawing guides are used so you have a clear idea of what your actual work area is on each slide. They show up on all slides in the same spot, however they don’t show up when you print or watch presentation in slide show mode. Use them for aligning content to the top, bottom and right, and for cropping images. Think of them as internal margins that are manually set. Resetting Drawing Guides Guides are easy to move and bump, use this layout option to reset them to their proper placement. Insert this slide, realign the guides over the gray lines and delete slide. The guides will still be in their place. Turn guides on and off as you need them. Turning Guides on and Off Mac: You can go to view setting and select Dynamic Guides or use Contrl + Option + Commnd + G PC: Go to View and check mark guides or Contrl + f9 Left Margin (if you must go over this space, use the secondary margin to the left. It is recommended to use the first guide. Right Margin (if you must go over this space, use the secondary margin to the right of the first, but never past that. Where they discover what matters to them.
  5. 5. Use this as a top margin for workspace when there is no title or subtitle Use this as top margin when there is a single line title on the page (when not using a Subtitle) Use this as top margin for workspace when there is a Title with a blue Subtitle Use this as bottom margin for your workspace Drawing (Dynamic) Guides Drawing guides are used so you have a clear idea of what your actual work area is on each slide. They show up on all slides in the same spot, however they don’t show up when you print or watch presentation in slide show mode. Use them for aligning content to the top, bottom and right, and for cropping images. Think of them as internal margins that are manually set. Resetting Drawing Guides Guides are easy to move and bump, use this layout option to reset them to their proper placement. Insert this slide, realign the guides over the gray lines and delete slide. The guides will still be in their place. Turn guides on and off as you need them. Turning Guides on and Off Mac: You can go to view setting and select Dynamic Guides or use Contrl + Option + Commnd + G PC: Go to View and check mark guides or Contrl + f9 Left Margin (if you must go over this space, use the secondary margin to the left. It is recommended to use the first guide. Right Margin (if you must go over this space, use the secondary margin to the right of the first, but never past that. Every day. Everywhere.
  6. 6. Use this as a top margin for workspace when there is no title or subtitle Use this as top margin when there is a single line title on the page (when not using a Subtitle) Use this as top margin for workspace when there is a Title with a blue Subtitle Use this as bottom margin for your workspace Drawing (Dynamic) Guides Drawing guides are used so you have a clear idea of what your actual work area is on each slide. They show up on all slides in the same spot, however they don’t show up when you print or watch presentation in slide show mode. Use them for aligning content to the top, bottom and right, and for cropping images. Think of them as internal margins that are manually set. Resetting Drawing Guides Guides are easy to move and bump, use this layout option to reset them to their proper placement. Insert this slide, realign the guides over the gray lines and delete slide. The guides will still be in their place. Turn guides on and off as you need them. Turning Guides on and Off Mac: You can go to view setting and select Dynamic Guides or use Contrl + Option + Commnd + G PC: Go to View and check mark guides or Contrl + f9 Left Margin (if you must go over this space, use the secondary margin to the left. It is recommended to use the first guide. Right Margin (if you must go over this space, use the secondary margin to the right of the first, but never past that. Proven results Targeted reach Deep engagement
  7. 7. Facebook is not just a social objective. Think marketing in a social world
  8. 8. At any stage of the funnel, there is a Facebook solution to answer your objective.
  9. 9. Video Page Post Photo Page Post Logout Video or Link Page Post Ad Which ads should I use?
  10. 10. Page Like Ad Which ads should I use?
  11. 11. Event Page Post Domain Ad (Driving off Facebook) Link Page Post Offer Page Post Which ads should I use? Mobile App Install
  12. 12. Event Page Post Offer Page Post Which ads should I use?
  13. 13. Be share-worthy (don’t just join the conversation, be the conversation)
  14. 14. Great creative on Facebook is just great creative
  15. 15. Ensure brand relevance Use rich images Keep text short & sweet Encourage lightweight interaction
  16. 16. Be timely
  17. 17. Have a point of view
  18. 18. Gauge success using new page insights
  19. 19. Targeted Reach Find your exact audience at scale, with minimum wastageFind your exact audience at scale, with minimum wastage
  20. 20. Greater targeting accuracy Source: Nielsen Brand Effect Norms May 2012 -)*#Cost savings Overall Campaign Accuracy OnlineAverage Facebook )!*#Cost savings Narrow Campaign Accuracy OnlineAverage Facebook 94% 77% 91% 27%
  21. 21. Facebook Your CRM database Reach your own consumers with custom audiences
  22. 22. Recommendation and amplification .)*# Trust word of mouth or friends and family Source: Nielsen report ‘Global trust in advertising and brand messages’ April 2012Source: Nielsen report ‘Global trust in advertising and brand messages’ April 2012
  23. 23. Social Context drives greater awareness Source: Nielsen Brand Effect Norms May 2012 ./*#More than the online average Ad Recall OnlineAverage Facebook 0!*#More than the online average Brand Awareness OnlineAverage Facebook Extend awareness of your brand, through recommendation by fans to their friends.
  24. 24. Tablet FACEBOOK IS Desktop THE ULTIMATE SECOND SCREEN Mobile /)*#Aussie Facebook users browse Facebook whilst watching TV Source: Facebook poll of 1984 Australian Facebook users conducted 26/11/12
  25. 25. Measure your business objectives
  26. 26. Reach Brand Resonance Reaction Did I reach the right number of people and the right type of people? Did I improve my brand’s image and change the attitudes of consumers? Did I cause a consumer to act – to buy a product, sign up for a service or make a referral? Measure against your business objectives Reach Awareness Purchase intent ROI Trial Consumption
  27. 27. Remember… 1.! Ensure your marketing investment reflects where your consumer is and where he’s going (mobile), not where he’s been. 2.! Good creative = good creative. 3.! Reach well-targeted audiences at scale with relevant brand messages. 4.! Measure what matters … reach, awareness, brand attributes, sales and ROI.

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