1




Facebook
Beyond
The Wall


           Janice Diner
2




A proven track record connecting brands
and consumers in the social media space




                                ...
3




The Facebook Mission
Give people the power to share and make
the world more open and connected
4




The World Has Gone Social
                                    Canadians Love Facebook



                           ...
5




    A revolution in communication with a world
    going social
                   500+ million users worldwide
    ...
6




  “Once upon a time, a brand URL
    was the primary integrated
    marketing communications
          destination.....
6




  “Once upon a time, a brand URL
    was the primary integrated
                       now, it’s as
                ...
7




Oreo created a single focus for all integrated
marketing communications efforts,
     www.oreo.com                  ...
8




For many marketers, their Facebook fan bases have become their
largest web presence, outstripping brand sites or e-m...
9




    The new social digital
    consumer needs a 360º
    integrated experience                                      ...
10




Marketing in a social world is about people
Facebook enables brands and business to
form personal and on-going rela...
Facebook              Facebook       Facebook    Facebook
 Pages               Applications   Open Graph    Places


 Wall...
Facebook                 Facebook       Facebook    Facebook
 Pages                  Applications   Open Graph    Places

...
Facebook                     Facebook       Facebook    Facebook
 Pages                      Applications   Open Graph    ...
Facebook                     Facebook               Facebook    Facebook
 Pages                      Applications         ...
Facebook                     Facebook               Facebook    Facebook
 Pages                      Applications         ...
Facebook                     Facebook               Facebook          Facebook
 Pages                      Applications   ...
12



Incentives and Rewards




     Be my friend and get a bagel           Would you “Like” us to give away     Drink Pi...
13



Crowd Sourcing Coupons


The CrowdSaver price
is only available if the
required number of
“likes” votes are met




...
14



Brand Utility - Multiple Channel Commerce

Delta is the first airline
to offer a flight booking
engine within Facebo...
15



Social Commerce with a Cause



Facebook gets its
first non-profit gift
catalogue
  WWF’s Gift Center on
  Facebook ...
16



Monetize, Convenience and Share


Your Starbucks
Card can now be
managed inside
Facebook
     • Monetization: Reload...
17



B-to-B Sales Staff Loyalty Program

An incentive/loyalty program
built inside Facebook to
reward and motivate
T-Mobi...
18




   Disney Worldwide Fans                               Starbucks Worldwide Fans     BlackBerry Worldwide Fans
74,72...
19




                                                                                       Featured Products Regional

...
20




The Power of Social Recommendations -
Facebook Open Graph
21




Social plugins let you see what your friends
have liked, commented on or share on sites
across the web
21




Social plugins let you see what your friends
have liked, commented on or share on sites
across the web




        ...
22




Facebook Login allows for a deeper fan
engagement experience for external web sites

                              ...
23




    People who click Facebook “Like’s” are more engaged,
    active and connected then the average Facebook user


...
24



Event Activation and Like Engagement


How Facebook “Likes”
will travel, Coke connects
the physical with the
digital...
25



 Commerce, Sharing
 and Customization




   GroupGifts,




A Facebook open-graph
powered group gifting
service tha...
26



Social Gaming and Brand Integration




                               Planting              Drink a McCafe    You c...
27




The race to the future of location-based services
28




     Making mobile more social


      Launched August
           2010




1. Source: http://www.scribd.com/faceboo...
28




     Making mobile more social

                                                                      Facebook Mobi...
28




     Making mobile more social

                                                                       Deals gives ...
28




     Making mobile more social
                                                                                    ...
29



Check-in, Virtual Gifts, Share



Check in at Starbucks
with Facebook Places

Starbucks Check In, a new app that
all...
30



Places, Check-in and WIN


Red Bull plays ball
with Facebook Places
in San Francisco
      In honor of Tim's 11 stri...
31



Places, Check-in and WIN

Check into Cheryl
Cole billboards with
Facebook Places
In a new outdoor campaign across th...
32



Places, Check-in and Promote


Facebook Places
powers UK Tourism
with check-ins
   Tourist body VisitBritain ranks m...
33




Taking social to the ski hill with EpicMix
34


                                  Facebook Pages
                                        The Wall
                   ...
35




Every industry and vertical is going to
be rethought in a social way.
The real disruption is about people
redesigni...
36




Thank You
                                                   Janice heads up Horizon Studios helping clients connec...
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Facebook Beyond The Wall

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Janice Diner - Mesh Marketing Presentation November 16th 2010

Facebook | Beyond the Wall

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Facebook Beyond The Wall

  1. 1. 1 Facebook Beyond The Wall Janice Diner
  2. 2. 2 A proven track record connecting brands and consumers in the social media space Janice Diner Partner ECD - Horizon Studios
  3. 3. 3 The Facebook Mission Give people the power to share and make the world more open and connected
  4. 4. 4 The World Has Gone Social Canadians Love Facebook 54% Female 46% Male 21% 10% 38% 26% 4+ Million 16+ million 411 minutes 2,600+ 26% Average minutes per Canadian Users user (monthly) 13-17 18-24 25-34 35+ Source: Facebook Internal Data, September 2010
  5. 5. 5 A revolution in communication with a world going social 500+ million users worldwide • The average Facebook user has 130 friends but Canadians have 190 friends and are connected to 80 pages, groups and events. • Over 150 million users engage with Facebook on external websites every month. The “Like” social plugin is on roughly 2 million sites around the web. • 200 million users are engaging with Facebook on mobile phones and people that use Facebook on their mobile devices are twice as active on Facebook then non-mobile users * Facebook Stats
  6. 6. 6 “Once upon a time, a brand URL was the primary integrated marketing communications destination... http://www.slideshare.net/GasPedal/blogwell-chicago-social-media-case-study-kraft-foods-presented-by-beth-reily
  7. 7. 6 “Once upon a time, a brand URL was the primary integrated now, it’s as likely to be marketing communications Facebook.” destination... Beth Reilly Digital and Social Marketing Lead Kraft Foods facebook.com/oreo 13,499,465 Likes http://www.slideshare.net/GasPedal/blogwell-chicago-social-media-case-study-kraft-foods-presented-by-beth-reily
  8. 8. 7 Oreo created a single focus for all integrated marketing communications efforts, www.oreo.com Facebook.com/oreo twitter.com/oreo Tex youtube.com/oreo broadcast with a sign-off explicitly driving consumers to Facebook http://www.slideshare.net/GasPedal/blogwell-chicago-social-media-case-study-kraft-foods-presented-by-beth-reily
  9. 9. 8 For many marketers, their Facebook fan bases have become their largest web presence, outstripping brand sites or e-mail programs Source: Adage August 2010
  10. 10. 9 The new social digital consumer needs a 360º integrated experience Independent BlackBerry brand social network across multiple channels BlackBerry Worldwide Fans BlackBerry Facebook Apps 7,870,163 Likes - 23+ pages Engage consumers and build relationships Global Social Platform where they are already spending time 8,925,291 channel views 19,699 subscribers BlackBerry carrier programs Multiple blogs and Twitter accounts * Numbers on social networks as of November 2010
  11. 11. 10 Marketing in a social world is about people Facebook enables brands and business to form personal and on-going relationships with their customers
  12. 12. Facebook Facebook Facebook Facebook Pages Applications Open Graph Places Wall Posts The Wall provides a “voice” for communicating with Fans in real-time.
  13. 13. Facebook Facebook Facebook Facebook Pages Applications Open Graph Places Wall Posts Wall Posts Customized TABS The Wall provides a “voice” for communicating with Customized Tabs provide Fans in real-time. an opportunity for further engagement and personalization with consumers
  14. 14. Facebook Facebook Facebook Facebook Pages Applications Open Graph Places Wall Posts Wall Posts Customized TABS Customized TABS“voice” The Wall provides a for communicating with Customized Tabs provide Fans in real-time. an opportunity for further Facebook Insights engagement and personalization with Facebook’s insights delivers consumers comprehensive ad performance, demographic and psychographic data for your Ads, Pages, Applications and Social Plugins.
  15. 15. Facebook Facebook Facebook Facebook Pages Applications Open Graph Places Facebook Applications Wall Posts Wall Posts Print to Target Customized TABS Customized TABS“voice” The Wall provides a for communicating with Customized Tabs provide Fans in real-time. an opportunity for further Facebook Insights engagement and personalization with Facebook’s insights delivers consumers comprehensive ad performance, demographic and psychographic data for your Ads, Pages, Applications and Social Plugins.
  16. 16. Facebook Facebook Facebook Facebook Pages Applications Open Graph Places Facebook Applications - Social plugins Facebook Open Graph Wall Posts Wall Posts Print to Target Customized TABS Customized TABS“voice” The Wall provides a for communicating with Customized Tabs provide Fans in real-time. an opportunity for further Facebook Insights engagement and personalization with Facebook’s insights delivers consumers comprehensive ad performance, demographic and psychographic data for your Ads, Pages, Applications and Social Plugins.
  17. 17. Facebook Facebook Facebook Facebook Pages Applications Open Graph Places Facebook Applications - Social plugins Facebook Open Graph Facebook Places Wall Posts Wall Posts Print to Target Customized TABS Customized TABS“voice” The Wall provides a for communicating with Customized Tabs provide Fans in real-time. an opportunity for further Facebook Insights engagement and personalization with Facebook’s insights delivers consumers comprehensive ad performance, demographic and psychographic Facebook Deals data for your Ads, Pages, Applications and Social Plugins.
  18. 18. 12 Incentives and Rewards Be my friend and get a bagel Would you “Like” us to give away Drink Pink help us reach $1,000,000 with 4,700 to 336,000 fans in 3 days an all-new Ford Explorer onboard sales of Minute Maid Pink Lemonade 615,194 Likes 76,269 Likes A personal message from Richard Anderson CEO of Delta 49,555 Likes Offering social followers special rewards (exclusive/ early access) 1. Source: http://www.scribd.com/facebook
  19. 19. 13 Crowd Sourcing Coupons The CrowdSaver price is only available if the required number of “likes” votes are met facebook.com/wallmart 2,102,816 Likes * Numbers on social networks as of November 2010
  20. 20. 14 Brand Utility - Multiple Channel Commerce Delta is the first airline to offer a flight booking engine within Facebook The Delta Ticket Window facebook.com/delta 49,555 Likes * Numbers on social networks as of November 2010
  21. 21. 15 Social Commerce with a Cause Facebook gets its first non-profit gift catalogue WWF’s Gift Center on Facebook allows supporters to make a donation and select a symbolic animal adoption from a list of more than 100 species. All items in WWF’s gift catalog, can be purchased inside Facebook and are connected to Facebook’s “Like” and “Share” features, facebook.com/worldwildlifefund 386,829 Likes * Numbers on social networks as of November 2010
  22. 22. 16 Monetize, Convenience and Share Your Starbucks Card can now be managed inside Facebook • Monetization: Reload cards, purchase more credits, etc. • Consumer Convenience: Register or unregister cards, check balance, edit profile information • Share with Friends: Buy coffee for your friends 16,644,853 Likes 123,804 monthly active user * Numbers on social networks as of November 2010
  23. 23. 17 B-to-B Sales Staff Loyalty Program An incentive/loyalty program built inside Facebook to reward and motivate T-Mobile sales reps The program focuses on educated Sales Reps regrading BlackBerry phone usage and sales techniques while enabling the Sales Reps to earn points for their activity. Watch a how to video earn 6 points Answer a quiz earn 10 points Post a tip or trick earn 10 points Post or respond discussion board earn 2 points Log a sale earn 20 points
  24. 24. 18 Disney Worldwide Fans Starbucks Worldwide Fans BlackBerry Worldwide Fans 74,728,949 - Over 125 pages 19,684,632 Likes - 26 pages 7,870,163 Likes - 23 pages Global Facebook Page Management * Numbers of Likes on Facebook as of November 2010
  25. 25. 19 Featured Products Regional Featured BlackBerry Content Discussion By Category BlackBerry US BlackBerry UK & Ireland * Numbers on social networks as of November 2010
  26. 26. 20 The Power of Social Recommendations - Facebook Open Graph
  27. 27. 21 Social plugins let you see what your friends have liked, commented on or share on sites across the web
  28. 28. 21 Social plugins let you see what your friends have liked, commented on or share on sites across the web Like When a user clicks Like, it... (1) publishes a story to the users friends (2) adds to the user profile (3) is discoverable through search
  29. 29. 22 Facebook Login allows for a deeper fan engagement experience for external web sites Entertainment Sites With Facebook Login your Rotten Tomatoes experience is tailored to you. See your friends movie ratings and reviews and share yours News Sites CNN, New York Times & Huffington Post Travel Sites Login with Facebook on a number of news Choose a place to visit and find out which of your friends have sites and see what articles your friends are been there. Ask them questions and get helpful advice reading and what they recommend
  30. 30. 23 People who click Facebook “Like’s” are more engaged, active and connected then the average Facebook user NHL Global News Looking at data from 12 weeks in aggregate, Eventbrite found that each social media share equates to $1.78 in ticket sales INCREASED INCREASED INCREASED VALUE OF A SALES ENGAGEMENT TRAFFIC SHARE In the first 12 hours 92% more articles read 390% increase in traffic A share on... 3,000 likes, increased 85% more time on site #2 source of traffic Facebook equals $2.52 traffic 300% increased up 86% in video views Twitter equals $0.43 revenue 10x over linkedIn equals $0.90 previous day e-mail equals $2.34 1. Source: http://www.scribd.com/facebook 2. Source: Eventbrite http://blog.eventbrite.com/social-commerce
  31. 31. 24 Event Activation and Like Engagement How Facebook “Likes” will travel, Coke connects the physical with the digital world through RFID bracelets Teenagers visiting the Coca Cola Village amusement park in Israel were handed an RFID bracelet into which they could enter their Facebook login info, allowing them to “like” various attractions and activities throughout the park. Over 35,000 Likes per event and each event hosted 650 teenagers.
  32. 32. 25 Commerce, Sharing and Customization GroupGifts, A Facebook open-graph powered group gifting service that helps users to get together and buy a gift. Social commerce App integrates eBay, PayPal and Facebook
  33. 33. 26 Social Gaming and Brand Integration Planting Drink a McCafe You can now buy Planting Seeds Blueberries for and your farmer Credits, Facebook for Haiti Cascadian Farms works 2x faster currency, in FarmVille players raised Walmart and $1.5M in 17 days for 310 million blueberries Bestbuy “L’Ecole de Choix”. were planted
  34. 34. 27 The race to the future of location-based services
  35. 35. 28 Making mobile more social Launched August 2010 1. Source: http://www.scribd.com/facebookhttp://www.scribd.com/facebook
  36. 36. 28 Making mobile more social Facebook Mobile - November 3rd A social platform that spans every device Launched August 2010 Single Sign On Android Phone - Places & Groups Open APIs - Read, Write & Location Find Deals on the iPhone 1. Source: http://www.scribd.com/facebookhttp://www.scribd.com/facebook
  37. 37. 28 Making mobile more social Deals gives enables businesses to market direct to Facebook allowing businesses to acquire3rd consumers, Mobile - November and A social platform that spans every device retain customers Launched August 2010 Single Sign On Android Phone - Places & Groups Open APIs - Read, Write & Location Find Deals on the iPhone Get Customers Spread the Word Build Loyalty 1. Source: http://www.scribd.com/facebookhttp://www.scribd.com/facebook
  38. 38. 28 Making mobile more social Individual Deals Deals gives enables businesses to market direct to Facebook allowing businesses to acquire3rd consumers, Mobile - November and A social platform that spans every device retain customers Loyalty Deals Launched August 2010 Single Sign On Android Phone - Places & Groups Friend Deals Open APIs - Read, Write & Location Find Deals on the iPhone Get Customers Charity Deals Spread the Word Build Loyalty 1. Source: http://www.scribd.com/facebookhttp://www.scribd.com/facebook
  39. 39. 29 Check-in, Virtual Gifts, Share Check in at Starbucks with Facebook Places Starbucks Check In, a new app that allows you to earn virtual gifts to share with friends when you check into Starbucks on Facebook Places. For each Starbucks check-in on Facebook Places, Starbucks will donate $1 to Conservation International 16,644,853 Likes up to $75,000 * Numbers on social networks as of November 2010
  40. 40. 30 Places, Check-in and WIN Red Bull plays ball with Facebook Places in San Francisco In honor of Tim's 11 strikeouts last game, 11 autographed Red Bull baseballs were dropped across SF for fans to come and find. A picture of each baseball was uploaded at a specific location and the first fan to arrive and check-in wins the baseball. 63,288 Page Likes/Fans * Numbers on social networks as of November 2010
  41. 41. 31 Places, Check-in and WIN Check into Cheryl Cole billboards with Facebook Places In a new outdoor campaign across the UK for British singer Cheryl Cole, who has a new album coming out and a concert tour, fans who check into the billboard will be taken to her Facebook page and get a chance to win two free tickets her show 2,810,722 Likes * Numbers on social networks as of November 2010
  42. 42. 32 Places, Check-in and Promote Facebook Places powers UK Tourism with check-ins Tourist body VisitBritain ranks most popular attractions in the UK by the number of check-ins on Facebook Places 37,961 Likes * Numbers on social networks as of November 2010
  43. 43. 33 Taking social to the ski hill with EpicMix
  44. 44. 34 Facebook Pages The Wall Customized TABS Insights Media Facebook Places Facebook Applications Deals Single Sign on Open APIs Facebook Messages Facebook Open Graph Marketing in a Social World is About People
  45. 45. 35 Every industry and vertical is going to be rethought in a social way. The real disruption is about people redesigning these spaces.
  46. 46. 36 Thank You Janice heads up Horizon Studios helping clients connect their brands, empower Janice Diner customer engagement and bring communities to live across the social and emerging media space. Janice has led teams that conceived, developed and executed programs and technologies in the global and local market. She is considered a pioneer brand builder on Facebook in Canada and serves as an Follow me on twitter - @janicediner advisor with the MaRS Discovery Centre. In 2009 she served as a judge for the Like my Facebook Page - facebook.com/janicediner Cannes Lions Advertising awards. Email me - janice@janicediner.com Janice has a proven track record of accomplishment developing multiple social Presentation - slideshare.net/jdiner initiatives including the BlackBerry Global social media presence resulting in My Site - www.horizon-studios.com over 7 million fans and counting. She initiated the TSN Facebook presence which, in a two-month period, earned TSN a spot in the top 10 fan pages on Facebook in Canada. Most recently, in partnership with the US consulting firm MCAworks, developed the global Hertz Car Rental’s social media strategy. Janice won several awards for her ground-breaking work for the TD Canada Trust Money Lounge and SPLIT IT application on Facebook and led the launch for Playstation 3, Playstation.ca and the first PlayStation Facebook social media programs. In past lives as creative director and strategist Janice has held such roles as, VP Strategy and User Experience at Syncapse, Creative Director at Segal/ Interpublic and Creative Director at Armstrong Partnership.

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