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How Are Brands Using Facebook Right Now?

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This is my deck for tomorrow's Web 2.0 keynote ...

This is my deck for tomorrow's Web 2.0 keynote ...

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  • All info comes from buddymedia.com/groundswell/lorealECPM stands for cost-per-thousand
  • Transcript

    • 1. 1
      How Are Brands Using Facebook Right Now?
      By MICHAEL LAZEROW (TWITTER: @LAZEROW)
      OCTOBER 11, 2011
    • 2. 2
      AND
    • 3. 3
      How WILL Brands BE Using Facebook in 12 months?
      By MICHAEL LAZEROW (TWITTER: @LAZEROW)
      OCTOBER 11, 2011
    • 4. 4
      850M ACTIVE USERS
      Source: Facebook
    • 5. 5
      Source: Internet World Stats (http://www.internetworldstats.com)
    • 6. 6
      850
      Source: Internet World Stats (http://www.internetworldstats.com)
    • 7. 7
      50% log on DAILY
      Source: Facebook
    • 8. 4X SUPER BOWL!
      8
      4X SUPER BOWL!
    • 9. 9
      60B likes AND comments MONTHLY
      (GLOBAL)
      Source: Facebook
    • 10. 10
      12B likes AND comments MONTHLY
      (US, est.)
      Source: Facebook
    • 11. 4X SUPER BOWL!
      11
      1B MORE THAN # OF GOOGLE SEARCHES
      Source of Google #s: ComScore Aug 11 Search Engine Ranking. FB assumes 20% Likes/Comments from US
    • 12. 12
      1B photos ADDED EVERY 4 days
      Source: Facebook
    • 13. 4X SUPER BOWL!
      13
      6 Billionth flickr photo!
      Source: Flickr. http://blog.flickr.net/en/2011/08/04/6000000000/
    • 14. 4X SUPER BOWL!
      14
      Every 24 days on facebook!
      every 24 days at Facebook!
    • 15. 15
      53B MINUTES SPENT EACH MONTH
      Source: Facebook
    • 16. 16
      50% of ALL time spenTwatching TV
      Source: The Simpsons. Season 20, Episode 21
    • 17. 17
      31% of display ad IMPRESSIONS IN US
      Source: comScore May 2011
    • 18. 18
      BigGER THAN THE ENTIRE INTERNET IN 2004, the year FB launched
      Source: http://royal.pingdom.com/2011/10/05/facebook-now-as-big-as-the-entire-internet-was-in-2004/
    • 19. 4X SUPER BOWL!
      19
      SO WHAT! WHO CARES?
      Source: The View
    • 20. 20
      publishers.
      Retailers.
      Brands.
    • 21. 21
      PRIORITY SOCIAL MEDIA PLATFORMS FOR BRANDS
      Source: Booz & Co., Buddy Media Report. http://bddy.me/oS3WJf
    • 22. 22
      world is starting to reorg around people
    • 23. 23
      What are smart marketers doing?
    • 24. 24
      POWERING THEIR CONNECTIONS
    • 25. 25
      POWERING THEIR CONNECTIONS
      EM
    • 26. 26
      POWERING UP THEIR CONNECTIONS
    • 27. 27
      NOT JUST building connections
    • 28. 28
      building FOR connections
    • 29. 29
      building around connections
    • 30. 30
      Profits are now tied to ability to connect with consumers.
    • 31. 31
      Simple
      Is
      better
    • 32. 32
      GOALS
      + spur trial
      + new customers
      + FANS/CONNECTIONS
    • 33. 33
      Pretzel crisps
    • 34. 34
      Results
      + 100K fans
      + 95% redemption rate on coupon
      + 131% growth in sales in first 12 months of promotion
    • 35. 35
      “Offering something with tangible value ...”
      -Jason Harty, Director of field & interactive marketing
    • 36. 36
      Results
      + sample sell-out in 12 hours
      + 228K facebook fans
    • 37. 37
      “While fans may not be able to purchase one of our cocktail dresses, many will be able to experience the world of oscar through this more affordable fragrance.”
      -Michelle de bourbon, head of marketing for fragrance
    • 38. 38
      GOALS
      + provide value to salons
      + connect with consumers via 4K salons
      + new customers
    • 39. 39
      Pretzel crisps
    • 40. 40
      Results
      + more than 4k salons onboarded
      + projected Projected ecpm of $3.04 + 21m impressions
      + one atlanta salon saw gross sales of $4,833 via facebook
    • 41. 41
      “Social media has transformed the way we leverage brand awareness and loyalty to drive growth.”
      -Kelly Solomon, VP InteractiveActive, Cosmetics Division, L'Oreal.
    • 42. 42
      What WILL smart marketers do in the next year?
    • 43. 43
      The car as a FB app
      Pretzel crisps
    • 44. 44
      In-car check-ins
      Pretzel crisps
    • 45. 45
      Roadside assistance
      Pretzel crisps
    • 46. 46
      Roadside assistance
      Pretzel crisps
    • 47. 47
      Dressing room reimagined
      Pretzel crisps
    • 48. 48
      Pretzel crisps
    • 49. 49
      Pretzel crisps
    • 50. 50
      Truly social commerce
      Pretzel crisps
    • 51. 51
      Pretzel crisps
    • 52. 52
      Pretzel crisps
    • 53. 53
      Pretzel crisps
    • 54. 54
      THANK YOU!
      @lazerow