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Social Media Marketing -Facebook - Estonia 09/2010
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Social Media Marketing -Facebook - Estonia 09/2010


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Brief presentation about social media marketing status 2010, market in estonia and how to run campaigns using facebook.

Brief presentation about social media marketing status 2010, market in estonia and how to run campaigns using facebook.

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  • 1. Peek  to  social  media  marke7ng  and  Facebook   September  2010       Lassi  Nummi   CEO,  Nitro  Estonia    
  • 2. Background…   Lassi  Nummi   Digital  marke0ng  since  2001  –  Nokia  –  Nitro  –  Nitro  Estonia    Digital  Agency   Clients:    Founded  2010   Lemminkäinen,  Nokia,  Finnair,  SOK,  BMW,  Largest  digital  agency  in  Finland   Starman,  Bigbank,  Loreal….  Offices  in  Turku  +  Helsinki    In  Estonia  since  2008   hJp://  In  Estonia  part  of  Big  Idea  Group   hJp://  Team  of  10  EE,  100  in  Finland          Finnair,  Nordea,  Lemminkäinen,     Nokia,  SOK,  Fiskars,  Vaisala,  Fazer,   Loreal,  MTV3,  Volvo,  BMW,  Starman,     Bigbank,  Rimi…    hJp://      
  • 3. Agenda:  ­  Social  media,  marke0ng  in  social  media  ­  Who  rules  2010  ?  ­  Facebook  today  ­  Marke0ng  in  Facebook   ­  Why  Facebook  ?   ­  How  facebook   ­  Success  0ps  /  criterias?     ­  Examples  of  technologies  and  tac0cs  ­  Life  a^er  Facebook  ?  
  • 4. Social  media  ­  Social  media  is  a  logical  extension  on  what  we  have  been  doing  for   centuries…..  ­  The  technology  and    medium  has  changed,  but  the  same  driving   need  to  connect,  learn,  express,  share  and  interact  has  not.  ­  Social  media  has  brought  humanity  back  to  digital  life….  ­  From  users,  consumers,  shoppers  to  people  !  hJp://  
  • 5. Benefits  of  social  media  marke7ng  by  marketers:  •  Souce:  social  media  marke0ng  report  2010   73.8%  of  marketers  who  have  been  using   social  media  for  years  report  it  has  helped   them  close  business    
  • 6. Commonly  used  social  media  tools  by  marketers:  •  Souce:  social  media  marke0ng  report  2010  
  • 7. 4  Stages  of  Organiza7onal  adop7on  of  social  media…   Stage  1   Stage  2   Stage  3   Stage  4  •  Chaos   •  Experiences   •  Opera7onal  support,   •  Omnipresent  •  Skep7cism   •  Measurement   understands  the   •  Strategic  tool  •  Not  digitally  evolved  /   •  ROI   meaning,  but  don’t   •  Day  to  day   ac7ve   know  how  to  fully   interac7ons   u7lize     •  Benefits   •  Frequent  usage,   campaigns  etc..   Most  organiza0ons   More  advanced   Organiza0ons  that  are  here   Promised  land  J   are  here   organiza0ons  are  trying  to   “get  it”  and  are  ahead  of   figure  this  out   curve   65%  of  marketers  have  either  just  started  or   have  been  using  social  media  for  only  a  few   months  More  B2B  companies  have  been  using  social  media  longer  than  their  B2C  counterparts  
  • 8. Ok..  Social  media  is  something  we  should  think  of…  The  true  power  of  social  media  comes  from   the  ability  to  create  a  community  around  your   company  and  create  digital  conversa7ons   with  your  customers  and  clients.      hJp:// videos/65/      
  • 9. Who  rules  social  2010  ?  
  • 10. Facebook  Today  
  • 11. Facebook    ­   More  than  500  million  ac0ve  users  ­   50%  of  our  ac0ve  users  log  on  to  Facebook  in  any  given  day  ­   People  spend  over  700  billion  minutes  per  month  on  Facebook  ­  There  are  more  than  150  million  ac0ve  users  currently  accessing  Facebook  through   their  mobile  devices.  ­  People  that  use  Facebook  on  their  mobile  devices  are  twice  as  ac0ve  on  Facebook   than  non-­‐mobile  users.  
  • 12. Estonia  –  Facebook  09-­‐2010   Estonia  top  10    (Alexa,  09/2010)    ­  Number  of  users  on  Facebook  in  Estonia:     1.  Google   261  900   2.  Youtube   3.  Facebook  ­  Number  of  male  users  on  Facebook  in  Estonia:  108  980   4.  Delfi  ­  Number  of  female  users  on  Facebook  in  Estonia:  148  680   5.  Pos0mees   6.  Ne0  ­  Penetra0on  of  Facebook  in  Estonia  to  popula0on:  20.28  %   7.  ­  Penetra0on  of  Facebook  in  Estonia  to  online  popula0on:  27.01   8.  Wikipedia   %   9.  Orkut  
  • 13. Marke7ng  in  Facebook  
  • 14. Facebook:  A  Pla_orm  Marketers  Cannot  Ignore  Consumers  are  adop7ng  Facebook  at  staggering  levels.     –  Over  500  million  users,  and  growing…   –  Average  internet  users  are  spending  more  0me  on  Facebook  per  day   than  on  Google,  Yahoo,  YouTube,  Microso=,  Wikipedia  and  Amazon   combined  Consumers  lean  on  each  other  to  make  decisions  –  bypassing  brands.     –  Consumers  trust  their  friends  and  family  more  than  other  sources  of   informa0on  about  products  and  services,  according  to  a  Nielsen  study.   –  Another  study  reports  that  60%  of  Facebook  users  are  more  likely  to   recommend  a  brand  a^er  becoming  a  fan  (Chadwick  Mar0n  Bailey).  Brands  need  a  roadmap  –  or  risk  experimen7ng  on  their  own   customers.   –  Seventy  percent  of  brands  indicate  that  they  planned  to  increase   spending  on  offsite  social  media  investment,  including  Facebook  in   2010,  according  to  an  eConsultancy  study   –  Rather  than  spin  their  wheels  and  waste  resources  experimen0ng  on   customers,  brands  need  guidelines  for  Facebook  page  marke0ng   success.    
  • 15. So,  what  should  I  do  ?  1. Plan  !  
  • 16. Points  to  consider  when  building  Facebook  strategy  ­  What  is  the  engagement  value:  what  can  you  offer  people  that  they   will  find  valuable?    ­    Are  you  ready  to  respond  to  your  customers  and  encourage  them   to  talk  about  your  brand?    ­  Are  you  ready  to  make  a  commitment  beyond  a  campaign?    ­  How  will  your  other  marke0ng  communica0on  strategies  integrate   with  Facebook?    ­  What  assets  -­‐  tools  and  content  –  can  you  leverage?    ­  Do  you  have  your  company  behind  you  and  resources  available?    ­  How  will  you  measure  success?  
  • 17. Success  criterias  for  Facebook  marke7ng:  
  • 18. Set  Community  Expecta7ons   –  Clearly  Ar7culate  Expecta7ons  to  Reduce  Confusion   and  Abuse   –  Describe  what  fans  can  expect  from  the  brand:  from   deals,  0ps,  support,  or  just  news  and  informa0on.    
  • 19.  Provide  Cohesive  Branding     –  Create  a  Holis7c  Experience  that  Matches  the  Brand.   –  The  limited  customiza0on  features  of  Facebook  pages  should  not  deter  brands.     –  hJp://    
  • 20. Be  Up  To  Date     –  Keep  Interac7on  High  with  Fresh,  Timely  Content.   –  New  visitors  want  to  know  that  the  brand  is  present,  while  exis0ng   followers  need  a  reason  to  stay  engaged.   –  Create  a  content  calendar,  agree  on  responsible  persons    
  • 21.  Live  Authen7city     –  Build  Trust  by  Personalizing  Interac7ons  with  a  “Human  Touch.”   –  Facebook  is  unique  from  other  social  networks  in  that  it  requires  users   to  provide  their  real  names,  providing  authen0c  people-­‐to-­‐people   connec0ons.   –  As  a  result,  brands  should  follow  suit  so  fans  connect  to  the  people   behind  the  brand.    
  • 22. Par7cipate  in  Dialog     –  Connect  with  Customers  by  Fostering  Two-­‐Way  Dialog.   –  Brands  must  engage  with  fans  in  the  manner  which  they  are  already   accustomed.   –  hJp://      
  • 23. Enable  Peer-­‐To-­‐Peer  Interac7ons     –  Be  Efficient  and  Enable  the  Crowd’s  Help.   –  Customers  are  already  talking  to  each  other  –  brands  should   enable  this  natural  behavior   –  Start  by  crea0ng  an  environment  that  encourages  peer-­‐to-­‐peer   interac0ons  –  ask  fans  to  respond  to  each  other,  showcase  fan   contribu0ons,  and  recognize  top  contributors  on  Facebook’s  wall.    
  • 24. Foster  Word  of  Mouth   –  Prospects  trust  customers  more  than  they  trust  brands,  so  promo0ng   advocacy  is  an  essen0al  strategy.     –  Start  by  simply  asking  exis0ng  fans  to  suggest  the  page  to  others  or  “like”  a   wall  post   –  Take  it  to  the  next  level  by  encouraging  fans  to  do  something  on  the  page  that   is  worth  sharing  with  their  Facebook  friends   –  hJp://!/OldSpice? v=app_130435530325515&ref=ts      
  • 25.  Solicit  A  Call  To  Ac7on   –  Bring  it  Back  to  Business  and  Provide  a  Succinct  Next  Step.   –  Many  brands  fail  to  deliver  simple  call  to  ac0ons  that  lead  fans   from  engagement  to  purchase.  “The  idea  is  to  eventually  sell   more  of  one’s  product.    Period,”     –  hEp://­‐Ik  
  • 26.  Adver7se   –  Facebook  offers  adver0sing  which  can  target  age,  gender,  loca7on,   rela7onship  status  and  interest,  or  music  and  lifestyle  interests.   –  Several  ac0ve  campaigns  at  same  0me  to  several  target  groups  with   liJle  cots….  Easy  to  do  using  Facebook..   –  CPC  or  CPM  possibility   –  hJp://      
  • 27.  Integrate   –  Engage  your  fan  base  to  your  site  and  outside  Facebook  to  connect  with   your  facebook  brand.   –  Like,  Recommend,  Login  from  your  site,  Comment  your  products,  Facepile,   Live  stream…..   –  hJp://    
  • 28.   Applicate  (Build  applica7ons)   –  Most  of  the  x  applica0ons  are  for  entertainment  purposes  (80%)   –  However  u0lity  applica0ons  –  especially  mobile  ones  are  becoming  more  and  more  popular   –  Branded  quizzes,  games,  tools  and  applica0ons  are  popular  among  big  brands    hJp://  hJp://­‐on-­‐foodie/    
  • 29. Measurement  ?  5  Important  Insight  Metrics  to  keep  eye  on    •  Total  Fans  And  Unsubscribed  Fans   •  One  of  the  most  important  levels  to  monitor  is  the  percentage  of  fans  who’ve  unsubscribed.    If   this  percentage  is  increasing  over  0me,  you  may  want  to  check  out  the  type  of  content  you’re   pos0ng  as  well  as  the  volume  of  posts.    While  pos0ng  o^en  is  important,  you  can  chase  fans   away  by  pos0ng  too  o^en.    •  Interac7ons     •  As  the  number  of  fans  on  your  Facebook  page  increases,  the  number  of  users  interac0ng  with   your  page  should  increase  as  well.  •  Interac7ons  Per  Post   •  If  your  interac0ons  per  post  aren’t  increasing  over  0me  then  you  aren’t  doing  a  good  job  of   producing  valuable  content.  •  Page  Views     •  As  you  grow  your  page,  the  total  number  of  daily  page  views  should  be  increasing  as  well.    •  Demographics     •   By  viewing  the  demographics  chart  you  will  be  able  to  see  which  demographic  groups  are   growing  quickest  as  well  as  which  demographic  groups  are  the  largest.  
  • 30. What’s  next  in  facebook  ?  E-­‐commerce  (facebook  money  already  introduced)  Mobile  (already  over  100  million  users)  Facebook  to  take  payments  from  commercial  pages   and  applica0ons  ?  /  adver0sers  hJp://            
  • 31. hJp://  
  • 32. Kiitos!