Facebook_Training for Agency_originalPresentation Transcript
Efficiency , Effectiveness & Scale Official Sales Partner of Facebook Indonesia, Malaysia, Philippines & Thailand Korea, Japan & Taiwan
Facebook is the equivalent for us to what TV was for marketers back in the 1960s. It's an integral part of what we do now. - Davide Grasso, Chief Marketing Officer , Nike ” “
If Facebook were a country, it would be the third most populated on the world……. [ after China and India ] 600 million users
50% of our active users log on to Facebook in any given day
(source: http://www.allfacebook.com/71-percent-of-u-s-web-users-are-on-facebook-2011-01 ) College -aged kids (18 – 24) made up the fastest growing segment of users on Facebook in 2010. (AllFacebook.com)
(Source: http://www.allfacebook.com/how-facebook-users-clicked-during-the-average-20-minute-period-in-2010-2010-12 ) average20 - minutes period in 2010 (AllFacebook.com) comments 10,208,000 photos uploaded 2,716,000 wall posts 15,870,000
900 million objects that people interact with (pages, groups, events and community pages)
More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
Average user is connected to more 80 community pages, groups and events. 75% of Brand ‘Likes’ on Facebook come from advertisements. (Mashable)
Branded communication on Facebook BRAND Owned Media Earned Media Bought Media
Facebook Users Overview / Thailand Core audience (75%) for Facebook are user within age 18-34 with strong user engagement. } } 8.4 M Monthly Active Users 50% daily Active users log in daily Daily
Total Pages Viewed: 85B Total Minutes: 25:00 Reach: 32.7% Total Pages Viewed: 31M Total Minutes: 11:40 Reach: 5.3% Total Pages Viewed: 4.7M Total Minutes: 6:20 Reach: 1.5% Total Pages Viewed: 120B Total Minutes: 30:00 Reach: 61.8% Source: doubleclick ad planner
Fish where the fish are
Introducing a new ad model Develop deep relationships with your audience. 1. Build a Page 2. Advertise to increase connections 3. Publish to your network
Platform Create a Social & Participatory Experience Ads Drive Awareness, Advocacy, & Community Pages Make Connections & Enable 2-Way Dialogue
How many Fans?
Grab a Starbucks engagement ad Starbucks free pastry day RSVP ad Use pop out of fan count along with this 19,600,000 People Like This Facebook helps to build brands
Big brands generating millions of Fans 8,985,755 17,018,886 10,456,974 15,082,693 16,723,092 22,429,756 19,637,798 *Updated: 8 Feb 2011
Top Airlines in Asia 104,378 79,754 72,451 84, 372 235,589 242,633 844,570 Updated: 8 Feb 2011
Top Tourism Boards in Asia 148,135 18,559 21,005 18,707 136,272 120,137 (SG Page) Updated: 8 Feb 2011 23,083
Your new microsite ! Build a community of fans สร้างชุมชนของแฟน Create Brand Engagement สร้างความผูกพันกับสินค้า Perform targeted direct marketing การกำหนดกลุ่มเป้าหมายที่ชัดเจน Gain detailed consumer data (page insights) ทราบรายละเอียดกลุ่มเป้าหมาย
Facebook Pages – Overview Company info ‘ In Common’ box Featured Pages Customised tabs, photos, videos, etc News Feed
Facebook Pages – Measurement
Demographic, geographic insights
( ประชากร , ข้อมูลเชิงลึกทางภูมิศาสตร์ )
Fan engagement with Page
( ความสัมพันธ์ระหว่างลูกค้ากับ Fan Page)
Fan interaction with posted content
( การตอบกลับของลูกค้ากับข้อความที่โพส )
Engage Your Fans Successful Engagement is Let the fans do 80% of the talking. You do 20%
Activate Your Fans Photo Contest Game Prediction Quiz Personality Test Arcade-style games
Power of Activation and Organic Impressions Newsfeed Your Friends Gain 1 Fan Organic Impressions
Premium Ads above-the-fold home page ads that integrate naturally within the user’s experience. Users can engage with the ads the same way they interact with other content on Facebook without having to leave their home page. Engagement sparks organic sharing to the users’ friends, giving advertisers viral impressions.
Premium Ads Standard Ads Drive traffic to your website Engagement Ads Driving traffic to your Page Video Commenting Event Ad Poll Ad Video Standard Ad Standard Ad Page Ad
Video Comment Engagement Ad Watch video and comment A: Click Thumbnail to play Video B: Video plays in the center of the user’s screen, and the background is darkened. The user can “Like this video” and/or like the brand page, increasing the chances the video will surface in their friends’ News Feed. C: Comment on video at any time. Play again, share with Friends or learn more from Public Profile Users can share video with friends / Post Video to profile Video on Public Profile ( All comments are seen here)
Poll / VDO Poll Engagement Ad Answer a poll and see how others voted Note: Text will state “You like [brand]” if the user is already a fan of the brand. A: Initial state of Polling Ad B: Results are shown once the user engages. The user can then click to see how friends vote and/or become a fan. C: User’s friends appear when user clicks to see how their friends voted
Event / VDO Event Engagement Ad RSVP and invite others to join Note: Text will state “You like [brand]” if the user is already a fan of the brand. A: RSVP to event B: Invite more friends to event and/or Like the page C. Include a message with the invitation
Like / VDO Like Ad Inline fanning Note: Text will state “You are a fan of [brand]” if the user is already a fan of the brand. A: Initial state of Fan Engagement ad unit B: Click ‘Like’ button to become a fan C: Click the number of ‘other friends’ to see all of your friends who are also fans.
What is a Homepage Reach Block? 24 hours 95% SOV Guaranteed impressions Frequency capped 3
Reach Block Value Proposition
First 3 imps. of every user over 24 hrs
Impressions guaranteed: 10.5m
Estimated unique users: 4.0m
Become the primary advertiser over 24 hours on Facebook’s highly trafficked Homepage reaching a potential 1.3m+ audience “ “
100% of targeted users see your ad as their first 3 premium impressions in one day.
Logged in users will see your ad an average of 3 times (frequency cap).
Generates 3 - 4 times more earned media as compared to CPM buy
Target users by country and frequency cap.
gives you maximum reach with lowest wastage!
Marketplace Ads appear throughout the site, but not on the home page. The ads are based on a Cost-Per-Click model. They are ideal for advertisers who are looking to run low cost and yet high-performing ad campaigns.
Ad Types Page Ad Standard Ad Event Ad Landing Page: Websites Purpose: Drive traffic Landing Page: Fan pages Purpose: Recruit fans Landing Page: Event Pages Purpose: Call for attendance Application Ad Landing Page: Application Pages Purpose: Drive participation
“ Sponsored Stories ” LET THE FANS DO THE TALKING
Value for users : Recommendations from trusted friends are the best kind. เพื่อนบอกต่อเพื่อนเป็นการแนะนำที่จัดว่าดีที่สุด Value for businesses : Word of mouth marketing that is predicable and at scale. การตลาดแบบบอกต่อในวงกว้างที่สามารถคาดการณ์ได้ Sponsored Stories A new product to drive word of mouth at scale
Surface News Feed stories that users may or may not see.
ทำให้ News Feed ที่ user อาจจะเห็นหรือไม่ได้เห็นได้ปรากฎขึ้นมา
Types of stories:
Page Likes user ไป Like เพจ เพื่อนของ user จะเห็น
Page Posts โพสจาก Page ที่เรา Like เราและ user ที่ Like เพจนี้จะเห็น
Application Interactions user ไปเล่น Application อะไรมา เพื่อนของ user จะเห็น
Places Check-ins user ไป Check-in ที่ไหน เพื่อนของ user จะเห็น
Page Like Story Check-in Story App Interaction Story Page Post Story Sponsored Stories
The text will be the same as what will appear in users’ News Feed and no amendments will be allowed.
ข้อความที่ปรากฏจะเป็นไปตามที่ปรากฏบน News Feed ของ user เท่านั้น
Targeting for Sponsored Stories will follow targeting for your ad buy.
For Page Post, only the most recent post during the campaign period will be shown. You cannot determine which post to show to users.
สำหรับ Page Post จะแสดงผลแค่ข้อความที่เพิ่งโพสระหว่างทำแคมเปญเท่านั้น เราไม่สามารถกำหนดโพสที่จะแสดงต่อ user ได้
Mobile: 200 million mobile users (last 30 days) – Nov 10 200M
Facebook Places Case Study – Love UK www.facebook.com/LoveUK
Users or their friends check in to any 2 of over 300 top British “Places” using their mobile devices.
They qualify for lucky draw to win £2,000 holiday for 2 in Britain plus £1,000 worth of shopping vouchers.
More than 54,000 Likes
Trafalgar Square has more than 11,657 check-ins.
John Wanamaker “ Half the money I spend on advertising is wasted; the trouble is I don't know which half ” “ เงินครึ่งที่ผมจ่ายไปในการโฆษณานั้นมันสูญเปล่า แต่ปัญหาคือผมไม่รู้ว่าครึ่งไหน”
Massive Information on Users
Target on a demographic & behavioral level (SG male example)
Accurately targeting your audience 1.7m 0.8m 0.5m+ Men in SG aged 16-34 16-34 Adults in SG Male Extroverts 16-34 : who like pepsi, pepsi max, extreme sports, extreme days, extreme surfing, music, surfing, surf, surfs up, skydiving, sky diving, skating, skateboarding, skate, skateboard, snowboarding, snowboard, snow skiing, snow boarding, skiing, windsurfing, kitesurfing, kiteboarding, kitesurf, partying, partying with friends, friendship, hanging out with friends, hanging out with mates, going out, going out with friends, going out with mates, hanging out with my mates, seeing my mates, movies, films, sports, clothes, style, gadgets, travelling, festivals, clubbing, football, girls, experience, new experiences *Facebook Ad Platform data Feb 2011, subject to market fluctuations
Drawing insights from more than 500 social media campaigns, you need 4 key steps in order to make your campaign successful.
We guide our clients through 3 stages of the social marketing journey:
Sustain Fan Base
During each stage, Ignite Lab defines action steps for success from the perspectives of strategy, media placements and engagement tools
Ignite Lab help our clients plan out budget and resource requirements to acquire and sustain their fan base cost effectively
Ignite Lab recommends engagement strategies and tools from a results-oriented and solution -based approach to ensure that initiatives are relevant and meet objectives
The Ignite Lab Social Media Marketing Framework Strategy Media Buy Engagement by Application Engagement by Content
With strengths in strategic planning and application development on social media platforms, Ignite Lab helps you apply social media concepts to marketing initiatives
Resolve your social media marketing challenges and define outcomes
Plan action steps to achieve objectives
Design and develop fan pages and engagement applications
Manage user interaction, develop engagement content and facilitate community interaction
Services Strategy Development Activation & Engagement
We guide your through our proven methodology to strategise an effective social media campaign Strategy Development Activation & Engagement
Target audience profile
Objective and KPI setting
Engagement strategy and storyboard to maximise reach, frequency and fan acquisition rate
Competitive analysis and peer benchmarking (e.g. analysis of cost per acquisition and clicks required per acquisition by industry)
Key Work Products Review intent & set targets Evaluate competitive position Define strategy
We work closely with you to realise marketing objectives through the deployment of fan pages and interactive applications Strategy Development Activation & Engagement
Portfolio A: we integrate content from existing channels onto the Facebook tab environment Strategy Development Activation & Engagement
Deploy content within tab environment
Post comment, tell a friend and integrate with Twitter & YouTube
Content Channel Tab
Portfolio B: Our contest and quiz applications are deployed during the acquisition stage of a social media campaign to build up a sizable fan base Strategy Development Activation & Engagement
Sweepstakes and win-a-prize contests
Users answer questions or perform simple actions to win a prize
Photo, video or story contest
Users upload media and vote for favourite media
Tracks number of entries and votes
Publish postings and votes on the walls of user
Users answer set of quizzes to understand something about themselves
Users can also share results with friends via newsfeed
Promotional Contests & Quizzes Kia Motors ‘Spot the Difference’ Contest
Portfolio C: Our game applications are deployed during the re-engagement stage of the social media campaign to sustain the fan base and deepen brand loyalty Strategy Development Activation & Engagement
Sap gem with an adjacent gem to form a horizontal or vertical chain
Re-arrange items in the correct order
Match 2 identical elements to win
User buy ingredient, bake snack (or client product) and sell for points
Players can view entries/scores of friends and invite friends to play
Client-branded Interactive Games Carlsberg Jig-saw Puzzle
The engagement team manages the fan base, facilitates the right conversations and maintains the quality of user experience and engagement Strategy Development Activation & Engagement
FAQs on fan engagement
Fan engagement activities: Initiate topics and facilitate conservations
Page sanitisation and moderation
Key Work Products Relevance & Contextual Scan Develop social calendar Engage fans & facilitate conversations
ignite lab Showcase
Case Study - Visit Japan 2010 Constant engagement to sustain the growth in interest and quality conversation.
100,000 fans!! (Sep 2010)
Timely updates, interesting nuggets of information and attractive photos resulted in numerous comments from Fans. More than 4,000 entries were received in the Japanese Food Quiz. More than 51,000 users became Fans at the end of the ad campaign. The Page’s Like Box was incorporated into JNTO’s website. JNTO created a direct dialogue with its target audience on Facebook. Using Homepage Reach Block, JNTO was able to generate over 10,000 Fans in one day.
Visit Japan 2010: User Generated Content Users generate 80% of the page content!
Visit Japan 2010: from 1 page to 4 pages 2009 2010
Social Advocacy "An advertiser can produce the most creative ad in the world, but knowing your friends really love Japan is the best endorsement JNTO can possibly get."
Watsons มาเลเซียปล่อยแคมเปญส่งท้ายปีด้วย Shop-4-Free e-card contest ให้ผู้ชนะได้ลุ้นช้อปฟรีแบบ All-You-Can-Grab ภายใน 1 นาที กติกาง่ายๆเพียงคุณส่ง e-card ที่ทาง Watsons เตรียมไว้ให้ถึง 8 แบบ และถ้าเพื่อนที่ได้รับการ์ดคุณเข้าร่วมการแข่งขันนี้ ก็ยิ่งเพิ่มโอกาสให้คุณเป็นผู้ชนะ Case Study – Watson Malaysia
Watson Malaysia Fan Page Shop-4-Free e-Card Contest + CPC ads From 50,000 to 100,000 fans in 1 month ผลลัพธ์คือ ภายใน 1 เดือนเท่านั้น จำนวน Like เพิ่มมากขึ้นเป็นเท่าตัว เมื่อจบแคมเปญ จาก 50,000 like เพิ่มเป็น 100,000+
Case Study – Lifestyle Post Oct 2010 1,000 fans 9,900 fans Dec 2010
A project by ihub…
A generic topic without any brand - how long does it takes to achieve crtical mass?
Impact of Ads, Engagement, APPS at different phases of the page.
Make-up Personality Test Halloween Quiz Contest At 5,000 Fans Level ~3,000 engagement At 8,000 Fans Level ~5,000 engagement
Lifestyle Post: Drive of Media Oct 2010 1,000 fans 9,900 fans Dec 2010
Profile Targeting at Female who are interested in
beauty and fashion for high relevancy and low
5,000 fans within 1 month
Multiple creative to enable optimization.
Lifestyle Post: Organic Impressions At 9,900 Fans Level LSP can generate 8,592 organic impressions per generic posting with 36 comments easily. Fans are proactively sharing their own beauty tips and findings in Lifestyle Post! At 5,000 Fans Level LSP generates 3,614 organic impressions per generic posting. VS.
Scope of work:
HKUSPACE College of Business & Finance
Results: Strong Engagement 150+ comments made by fans in one month 5x increase compared to last month Identified key factors in stimulating interaction among fans
Scope of work:
15,000+ Likes in one month
2,000+ votes in photo competition
MoneySENSE - $ensible Quiz (click to view demo) Singapore
Objective: To educate fans on money issues
Educational messages are spread in a fun way, ie via Quiz. Fans will be able to see their score, thus knowing their money sensibility index
Kaplan – Play & Win (click to view demo) Singapore
Objective: To help discover a suitable course for potential students
From the answers to the 10 questions, a suitable course for the fan will be review and fan can click to Kaplan’s website to read more on the course.
The application also tracks the number of new fans, invited by existing fans
Panasonic Lumix - Lumixgrapher Contest (click to view demo) Malaysia
Photo Contest, using a specially customised application.
The application not only tracks the entries on a weekly basis, it also tracks the number of votes each entry garnered from Panasonic’s loyal Fans.
The application also links each interaction (posting/voting) to the walls fo each participant, generating greater viral awareness for Panasonic.
Big Match – Predict & Win (click to view demo) Singapore
Match prediction contest, during World Cup
The application not only allows users to submit their prediction, it also provide matches schedule, the final results and predictions stats among all fans and fan’s friends.
Cebu Pacific Air – My Summer Snapshots Philippines
Photo contest with theme - Summer
The application allows users to vote for their friends daily yet selection of winners are by a panel of judges
Advertising Best Practices
Use multiple creatives to test the effectiveness of your ad copy and images and to keep the ad fresh in users’ minds.
Be authentic by being straightforward in the title and copy and using relevant imagery and tie back to your brand.
Rethink how you measure success – should you measure CTRs, engagement rates or ‘Likes’?
Use evocative imagery to attract users’ attention.
Incentivise users so that they have a reason to click on your ad.
Have a Facebook page to engage and interact with your target audience.
Top 10 Tips for Facebook Page Success
Keep it simple. Users often consume content quickly on Facebook, so posts should be simple, concise, and contain value. Photos are a great way to get Fans’ attention as they are eye-catching and universal.
Innovate. Facebook Pages allow you to provide innovative content through customised tabs. Consider featuring new products, games or other information creatively while keeping it simple (point 1) .
Interact with and feature Fans. Listen to what your Fans are saying and respond to them when necessary. Also, consider recoginizing and re-posting Fan content that is relevant to everyone.
Pace yourself to maximise impact. Think about your assets and develop a conversational calendar to maximise your impact. Start out slow, and ramp up your posting schedule as you learn more about your audience.
Analyse, adjust and optimize. Monitor your Page Insights to find out who your Fans are, what they like about your Page and adjust your content accordingly.
Establish a consistent voice. Consider using a character or personifying your brand to help users relate to your posts.
Q & A
Singapore Shanghai Hong Kong Taipei Kuala Lumpur Jakarta Bangkok www.ihubmedia.com