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Una panoramica sugli strumenti che Facebook mette a disposizione di un marrketer: dai gruppi, alle pagine, agli eventi ai Social Ads, fino alle applicazioni. ...

Una panoramica sugli strumenti che Facebook mette a disposizione di un marrketer: dai gruppi, alle pagine, agli eventi ai Social Ads, fino alle applicazioni.
Una carrellata di casi di utilizzo di FB per incrementare la awareness, aumentare la reach, sperimentare e testare nuovi prodotti, creare relazioni tra e con i vostri clienti

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  • Full Name Full Name Comment goes here.
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  • grazie Giulia, ormai è passato un po' di tempo..
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  • Bella presentazione, grazie per le case histories!
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  • Come in passato per Mac Luhan, il messaggio è il mezzo attraverso cui viene veicolato, così oggi la comunicazione pubbicitaria E' il CONTENUTO. Maggiore sarà la qualità del contenuto, piu' profonda sarà l'empatia , l'identificazione e la condivisione di valori fra fonte e fruitore della comunicazione.
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  • bello Leonardo! lo sto mettendo alla prova!! grazie degli spunti
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  • Some things jump out at me. First, AM are less likely to be Creators than the average adult. No surprise here – AM are pretty busy and the mental energy (not to mention the time) needed to sit and create social media just isn’t there in as many people in this segment. They also tend not to be Joiners, partly because the existing social networks today don’t have a lot to offer them. So there’s some possibility that they might be willing to do this, especially when a quarter of them already do it.Now look at the Spectator and Critics areas – these index higher. So reading content and building on it is a natural for AM. This now begins to inform an objective and strategy for this group. Josh will talk about the different types of objectives tomorrow morning, but for now, let’s assume that the objective is to provide support for the busy AM.
  • Increasing awareness and reach: Case studies for six organizations show how Facebook can be used to establish global brand recognition, to bring in new leads and expand your customer base, to boost Web site traffic and/or augment large multimedia campaigns. Targeting distinct markets: Three more case studies demonstrate how detailed information regarding user demographics and network behavior can be employed to specifically target niche markets.Test marketing: A proof of concept campaign illustrates how the network can also help companies explore new markets and evaluate product ideas.Forging relationships with and among customers: The final two studies reveal how Facebook offers a unique channel for companies interested in creating customer-based communities in connection with their brands.
  • A basic page includes a graphic/logo, company description, and a Wall where users can post comments. Additional elements can be incorporated, including: Example Photo Video ComponentsPhotos and videos posted by your company, as well as applications that allow users to upload photos and videos to your Page Discussion Boards, for posing questions and encouraging user interactionReviews, a dedicated space for fans to share their opinionsNotes, a blogging feature that allows tags, embeddable images, and automatic imports from an external blogEvents, which inform fans of upcoming events via invites sent to their profile home pages, in addition to listings on your Page
  • Users join Groups as members, rather than fansGroups are listed in bulk and without graphics on a user’s profileGroups are not necessarily open to all users: a Group can be set to “private” so that the administrator determines which users can joinGroups are searchable only within FacebookMany applications, such as Notes and Events described above, cannot be added to a Group profileGroup visitor statistics and reporting metrics are not available
  • Tips to Grow a Successful Facebook Group:The Right Configuration: Make sure you select a title, category and description that is relevant to your brand because this will entice people to join your group. I also suggest that you be as transparent as possible and offer information such as contact information, website, phone number and location. This allows group members to associate the group to an actual person rather than any old computer generated content.To offer a real community appeal, enable the ability for anyone to post discussions, wall posts, pictures and videos. Initially you should make the group public which allows anyone to join and invite people to the group; remember you do have the ability to remove members if needed.Leverage existing Facebook Friends: It's important to attract a strong base of members to your Facebook group, so invite existing friends that may find your group valuable and who could become evangelists for your group. This is where the viral part comes into play: your friends' friends will notice that they joined a new group which will spark interest from them to check it out as well.Use your email contacts: Don't forget about your friends outside of Facebook because Facebook Groups provides the ability to import and send group invitations to your contacts from Outlook, Yahoo, Gmail and Hotmail. Press Releases/Blog Posts are other methods which you can use to invite new members to your Facebook Group. Personally, I created a call to action and placed it above the fold which reminds my readers to join my group.Keep the Content Fresh: Update your group's Recent News, photos, videos, events and links regularly so that members have a reason to return. Another simple tactic is deploying a welcome message which greets new members and enforces the 'human factor' of the group.Create relationships with new members: If you have a group which is open to the general public then you will notice people who are not your 'friends' join your group. These are the types of people are there to get a feel for the quality of the group therefore make it a habit to personally address them.
  • Facebook Applications allow you to create interactive user experiences with your brand using games, virtual gift sharing programs, and more. An Application can integrate your Web site or existing Web application, as well as mobile and desktop applications (with the Facebook API), and can be featured independently and/or added to your Facebook page.Application development may require you to hire a professional developer (referrals available on the site) if you are not well-versed in PHP, SSH, MySQL, Unix, and Web hosting fundamentals. It will also necessitate an external location to host your application.Only registered Facebook users can add your Application. When they do so, they are given options to add a box or dedicated tab to their profiles for friends to view, to receive notifications via personal email, and to bookmarkthe Application for quicker access. For added exposure, user interactions with your Application can be automatically publicized on that user’s Wall, although users can choose to block this activity.
  • Social Ads ProfileSocial Ads InlineSocial Ads include (1) banners placed along the margin of a user’s profile page, and (2) ads that appear as sponsored content within users’ News Feeds in connection with their friends’ social actions. Both options offer tremendous targeting ability based on a variety of demo­graphic data points volunteered by the users themselves, including age, location, interests, college, employer, and more.Ads can be purchased on both a CPC (cost per click) and CPM (cost per one thousand impressions) basis, and an auction set-up (based on relevancy as well as highest bid) is used to determine placement.
  • Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.
  • Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.
  • Lenovo, which specializes in personal computing technology, used Facebook in connection with other online media and its 2008 Olympic sponsorship to generate global awareness for its brand and new IdeaPad product line.The campaign revolved around a Lenovo-sponsored Olympic athlete-blogger program, which was featured on a number of Web sites in addition to the company’s “Team USA” Facebook Application.
  • Like Lenovo, Sharp used Facebook in cooperation with other media to promote its AQUOS LCD line and generate awareness for its role in LCD (liquid crystal display) and solar-energy innovation. Developed by Lowe New York, the campaign included print, broadcast, and online advertising,all highlighting two main themes: “Change Your Power, Change Your Planet” and “Change Your TV, Change Your Life.”For the online portion, an unbranded “Life Changing Box Game” Facebook Application was launched, together with a related teaser microsite, to pique interest and generate buzz for the company’s ensuing print and TV promo­tions. Both elements incorporated a series of mystery prize boxes, thecontents of which users guessed at on the microsite and competed for in the application.
  • Like Lenovo, Sharp used Facebook in cooperation with other media to promote its AQUOS LCD line and generate awareness for its role in LCD (liquid crystal display) and solar-energy innovation. Developed by Lowe New York, the campaign included print, broadcast, and online advertising,all highlighting two main themes: “Change Your Power, Change Your Planet” and “Change Your TV, Change Your Life.”For the online portion, an unbranded “Life Changing Box Game” Facebook Application was launched, together with a related teaser microsite, to pique interest and generate buzz for the company’s ensuing print and TV promo­tions. Both elements incorporated a series of mystery prize boxes, thecontents of which users guessed at on the microsite and competed for in the application.Each day during the promotion, application users were granted a select num­ber of “touches” used to enter rounds and vie for 10 mystery prizes—later revealed to include flat screen televisions, home theater systems, exclusive tickets to sporting events and all-expense-paid trips. The player in posses­sion of a mystery box when it randomly “opened” in any given round won the associated prize
  • 123Greetings.com is a free e-card service. Its goal was to grow its user base by successfully tapping Facebook’s vast user population. The company believed Facebook’s members were more likely to keep in touch with family and friends via the the Internet.In January 2008, the company launched a 123Greetings Facebook Application that supports all 20,000+ e-cards available on its main Web site, providing users access to the full array without ever having to venture off the Facebook networkTo encourage adoption, the application was designed for ease of use so that users can search by occasion, enter a personal message if desired, and select recipients by simply clicking on their friends’ profile pictures, which appear directly on the application page. The application also reminds users of their friends’ birthdays with messages sent to both the users’ Facebook profiles and personal email addresses. Several viral elements were also incorporated. For example, both sender and recipient have the option of displaying the 123Greetings application box on their profiles to show off the cards they’ve sent or received and further promote the 1 23Greetings brand amongst their friends. Users also have the option of inviting friends to use the application without sending a card
  • BrainReactions is an innovation services and research company that has been building a team of professional “Brainstormers” from around the world to assist clients in identifying new product and marketing ideas. Aspiringto expand the team’s “Generation Y” population, the company turned to Facebook after finding that the majority of its existing Generation Y Brainstormers visited the site daily. It also recognized the network as a low-cost mechanism for building an interactive online community that could support its core business. BrainReactions first established a presence on the network with a Facebook Group, providing a place where Brainstormers could congregate and interact.Next, it launched an application called “Most Creative People on Facebook,” wherein users compete for votes from other users and nominate their friends with invitations to add the application. Application users with the most votes are featured on the main Application Page, along with a list of the user’s most creative friends, encouraging other users to increase their rankings and invite
  • When the application launched in August 2008, Facebook Social Ads were used to help generate awareness, and a Travel Channel group was estab­lished to help anchor the application. The group currently has more than 7,400 fans, and the ads were effective in bringing in approximately 8,500 new Kidnap! players during the four weeks in which they ran. The majority of the application’s growth, however, has occurred virally.During its first six weeks, the game registered 225,521 monthly active users and 23,034 daily active users, with 1,711,300 sent kidnap requests. Traffic to TravelChannel.com during those same six weeks increased 28%, and page views went up 38%, as compared to the six weeks prior.As of this writing, usage has grown to 2.4+ million players, making it the most popular travel-related application and the most popular branded game on Facebook. The number of daily active users has increased to 230,000 and includes approximately 140,000 return users. And TravelChannel.com currently sees an average of 60,000 clicks a day originating from the Facebook application.
  • In early 2008, Serena Software wanted to inform business professionals about its newly released Business Mashup Composer, an application that combines data and visual elements from multiple sources into a processdriven framework. The company was familiar with Facebook, having already used the network for its corporate intranet, and felt it to be an innovativeGiven industry statistics, the company knew it risked low click-through rates advertising on Facebook; however, it achieved better-than-average results by creating an interactive application experience that mirrored regular Facebook user activity. The application called “I’m a Super Masher” centered around an entertaining video with strong viral potential and non-intrusively encouraged users to interact with the video, learn more about the Serena product, contrib­ute to the discussion board, and forward the video to friends.channel for targeting other business professionals networking on the site. In the first month, the video registered more than 1.1 million views, and over 8,000 users clicked through to the Serena Web site for a click-through rate of 0.72%. A large percentage of those visitors went on to downloaded whitepa­pers, data sheets, and the company’s software, signifying that the campaign was effective in reaching its target base: business professionals.
  • IndiePix, an independent film distributor, commonly looks for ways to actively involve its customers, a notoriously segmented group. This year, the company resolved to start a Facebook Group, seeing this as an effective platform for connecting and communicating with not only self-identified indie film fans, but also independent filmmakers.The group offers users the ability to view some of IndiePix’s documentaries in their entirety directly on the network, utilizing Snag Films’ video player application. The group is also used to announce new releases and hype screening events in individual markets, both through posted items and Facebook’s Event Application.
  • IndiePix, an independent film distributor, commonly looks for ways to actively involve its customers, a notoriously segmented group. This year, the company resolved to start a Facebook Group, seeing this as an effective platform for connecting and communicating with not only self-identified indie film fans, but also independent filmmakers.The group offers users the ability to view some of IndiePix’s documentaries in their entirety directly on the network, utilizing Snag Films’ video player application. The group is also used to announce new releases and hype screening events in individual markets, both through posted items and Facebook’s Event Application.
  • Like Freshbooks, Cisco wanted to expand its presence within social media and decided to try Facebook in a campaign setting, as part of a three-month promotion leading up to the launch event for its new Aggregation Service Router ASR 1000 product series.Cisco saw Facebook as a means for conveying the “cool factor” and showing off the company’s fun side, but also as a place to amass a community of peo­ple passionate about Cisco products. With this in mind, it started the “Cisco Support Group for Uber User Internet Addicts” group, which introduced users to other campaign components, such as the company’s YouTube and Twitter profiles, as well as each other.Group moderators utilized the Facebook Events tool to promote events and contests connected with the campaign and product launch. They alsoposted questions to initiate group discussions, held user polls and giveaways through the discussion board, uploaded photos and videos and encouraged members to do the same.Early adoption for the “Cisco Support Group for Uber User Internet Addicts” group was primarily among Cisco employees; however, it did not take long for the network’s viral propensity to kick in. Group membership began to skew towards customers approximately three weeks after launch and has since exceeded 1000 members.While the company is pleased with this volume, it had also hoped to achieve more active engagement among members on the group page. It seems that members may be more interested in expressing their connection to the Cisco brand and/or the new router product than directly interacting with company representatives and fans. Cisco noted similar behavior on other high-tech focused Facebook groups, but also indicated that the lack of context surrounding the promotion of an unreleased product may have been a contributing factor. Nonetheless, this trial has given Cisco confidence in using Facebook within a campaign setting, a tactic it plans to leverage again in future promotions. And the Uber User Group continues to be used as a community base as well as a channel for ongoing direct communications.
  • Cirque du Soleil was also set on building community. The performance company considers itself lucky to have a large, global base of dedicated and enthusiastic fans and wanted a better way to directly communicate withthese individuals on a personal level. It chose to focus its efforts on Facebook because of the network’s worldwide popularity.CIRQUE du SOLEIL App Widget BoxEarly in 2008, a general Cirque du Soleil page was set up, followed by separate pages for each of its seven resident shows, including the six stationed in Las Vegas, thus enabling fans to show their affinity for their favorite shows, as well as the overall brand. Each page features exclusive content such as backstage photos and videos, interaction with performers and show updates. Page applications have been added so that fans can upload their own photos and videos and write show reviews. Discussion board posts have alsThe “Get Cirqued” application was added as another vehicle to reach core fans and gain new fans. It is freestanding and can be accessed without visit­ing the Cirque du Soleil pages. Utilizing a quiz format, the application helps users determine which of its six Las Vegas shows best match their mood. The application box, which users can add to their profiles, is large and color­ful and encourages further adoption with messaging that reads “What kind of Cirque mood are you in? Find out now!”Early in the campaign, targeted social ads were run to inform users of Cirque du Soleil’s presence on the network.o been used to stimulate user inter­action and to promote the company’s “Get Cirqued” Facebook application
  • Microsoft CPM - they sell all IAB ad units by digital solutions people. Outside, we sell everything. Top 300-500 brands in the market. Lots of responses. MSFT became a great channel.Flyer - self-service display ads - demographic targeting. Can also do keyword targeting into user profiles. e.g. interests, affiliations. Basic was to Profile targetingNo behavioral targeting - demograhic targeting is mostly inaccurate. No incentive to provide good demos. Demos are 60% accurate. But when the user uses 200 words to define their brands, it's good data. Information is accurate because you're providing it to your friends. Also updating their profiles -- accurate. Can target well. More powerful than demographic or behavioral data could be.

Facebook-marketing Facebook-marketing Presentation Transcript

  • Facebook Mark ti F b k M rketing Marzo 2009 Leonardo Bellini
  • Facebook Marketing In circa 1 anno Facebook è pa passato dai primi 100 siti al p mondo come traffico al 5° post secondo Alexa.com, to superando Myspace nell’aprile 2008 p yp pe Circa 130 milioni di iscritti nel giugno 200 Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Le variabili demog grafiche in Facebook 56.3% sono donne 58.4% hanno un’istruzione alm meno a livello superiore 14% non sono bianchi 34% lavorano come profession nal, manager, nelle vendite, nella settore formazione o nell’area tecnica – 12% sono studenti a tempo pieno 12% hanno figli sotto i 16 anni Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook demogr raphics Facebook ora rivendica il fatto che + della metà dei suoi utenti e sono al di fuori dei college, e che la fascia demografica a a crescita + elevata sono coloro dai 25 anni in su Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook demogr raphics best practice Cerca di anticipare questo cam mbiamento nel profilo d’età Modifica i tuoi piani per tenere conto dei fattori demografici Non fidarti troppo di q pp quello che ha funzionato finora, e specialmente se consideri gli sstudenti di college o i neofiti over 35 Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook marketing - obiettivi Incrementare la awareness e la reach: global brand recognition, recognition portare nuovi lead espandere la customer base d, d base, far decollare il traffico verso il sito web Mirare a mercati distinti Mi ti di ti ti Fare test marketing per esplo orare nuovi mercati e valutare idee di prodotto Forgiare le relazioni tra e co i clienti: FB offre un canale on unico per aziende interessate a creare community basate sui clienti in connessione con i lor brand preferiti ro Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook e gli St F bk li Strumenti ti Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Le Facebook Page Sono profili business-friendly, p piattaforme per comunicare direttamente con gli utenti Sono gratuite e facili da lanciar con template personalizzati re Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook Page – le caratteristiche Una pagina include grafica/lo ogo, ogo descrizione azienda e il azienda, Wall dove gli utenti possono p postare commenti Elementi aggiuntivi: – Foto e Video postati dall’azie enda, così come Applicazioni che permettono agli user di carica foto e video alla pagina delle are discussioni – Recensioni uno spazio dedicato per i fan per condividere le Recensioni, loro opinioni – Notes: una sorta di blog che permette i tag, le immagini ed tag importazioni automatiche da un blog esterno – Eventi che informano i fan s prossimi eventi mediante inviti Eventi, sui alle hp dei loro profili Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Foto, Video e Page d DELL di Gli utenti possono diventare fan di una Pagina; quando l Fanno la Pagina app pare all’interno del loro Profilo Individuale sotto “Inf ed un commento è postato sul Inf fo fo” loro WALL. I post de wall sono pubblicizzati agli amici ei g grazie ai News Feed che avvisano gli amici d g Le PAGE sono ind dicizzate e accessibili, non occorre e Iscritti a FB per rag p g gg g ggiungerle Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook Page e Social Ads Le Facebook Page possono anche contenere i Social Ads della nostra azienda se abbiam attivato una campagna su mo Facebook La reportistica sulle statistic è disponibile per tutte le che Facebook Page: – impressions – Clicks – user engagement (come i Wall posts, I video plays, etc.), – fan demographics Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • acebook Groups Prima delle Facebook page c’e erano i Gruppi… Principali differenze: Gli utenti aderiscono ai Gruppi come membri, alle Page come Fan I Gruppi sono elencati a blocch senza grafica o profilo hi, utente I Gruppi non sono necessariam mente aperti a tutti gli utenti ( p ,p (Aperti, privati, segreti, limitati a un network) ,g, ad ) I gruppi sono ricercabili solo s Facebook su Molte applicazioni, come le No e gli Eventi non possono applicazioni ote essere aggiunte al Group Profile Le statistiche sui Gruppi non sono disponibili Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Suggerimenti per cr reare un gruppo su Facebook F bk • F t leva sugli amici Fate l li ii esistenti • U t i vostri contatti email Usate ti t tti il La giusta configurazione: il • Create relazioni con i nuovi titolo, la categoria, la membri: ci saranno membri descrizione pertinente con il che non sono tuoi amici… brand • Utilizzate comunicati stampa Siate trasparenti e offrite e Post sui blog info per essere contattati • Mantenete il contenuto (website, telefono, fresco ubicazione) Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook Applicatio ons ermettono di creare esperienze interattive, giochi con il tuo e rand, programmi di regali virtua etc. ali, n’applicazione p integrare il t sito web o una applicazione g pp può g tuo pp sistente, come un’app. per il mo obile o per il desktop (tramite le B API) ) ichiede spesso l’intervento di un FB developer, necessita di un n ost esterno su cui ospitare l’app p ppp plicazione olo gli utenti registrati posson aggiungere la tua applicazion no uando lo fanno viene loro chies di aggiungere tale App ai loro sto rofili affinché i loro amici la poss sono vedere e ricevere notifiche mail e aggiungerla ai bookmark gg g k e apps aggiunte sono pubblicizzate sul Wall dell’utente ,anch e gli user possono bloccarle Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook Social Ads • Includono sia i banner posti ai maargini del Profilo utente sia gli i inline banner, annunci che app i paiono come contenuto t t spoonsorizzato all’interno dei New Feeds in connessione ws con le azioni sociali degli altri n g amici • Ent trambi le opzioni perrmettono una estrema targgettizzazione: – e sesso, residenza, interessi, età, college, datore di lavoro, etc. c Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook Case studies F b kC t di Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Incrementare la aware eness e la reach: Lenovo Electronics Lenovo, h usato F L ha t Facebook i b k in connessione Con altri media online e la sua C sponsorizzazione Ai A giochi olimpici 2008 per generare global awareness for il suo brand e la linea di prodotti IdeaPad costruire un riconoscimento globa ale Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Incrementare la aware eness e la reach: La L campagna si b i basava sull programma di un atleta blogger c si allenava per le Olimpiadi Olimpiadi. Ecco l’applicazione del Team Usa su Facebook Oltre che a mostrare i blog, l’applicazione permetteva agli Utenti di partecipare in luoghi virt per i fan, seguire I Risultati degli eventi, contare le g medaglie, e inviare Incoraggiamenti virtuali Permetteva anche di scaricare ale Coupon digitali costruire un riconoscimento globa Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Incrementare la aware eness e la reach: Gli utenti erano incorraggiati a invita i itare I l loro amici ad ii d aggiuungere l’applicazione Furono anche usati Bannner per p promuovere l’app. Lenovo Profile Box L’applicaz zione Team USA è stata vista + di 1,8 Milioni d volte e scaricata da 250.000 utenti di provenien da 120 paesi nti Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Incrementare la a awareness e la reach: Sharp Electronics s Campagna p lanciare AQUOS LCD e generare per Awareness p il suo ruolo nel campo per dell’innovazio e della ricerca per energia solare one Fu creata una App “Life changing Box Game” per generare Buzz mediante concorsi e minisiti Con premi a sorpresa ange Your Power, Change Your Plan net” nd “Change Your TV, Change Your Lif fe Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Incrementare la awa areness e la reach: Sharp Electronics Ogni giorno d durante la Promozione gli utenti Promozione, gareggiavano per vincere 10 premi a sorpresa o poi rivelatesi essere schermi piatti, sistemi home Theater etc. Se l’amico vinceva un premio anche la persona c l amico premio, L’aveva invita vinceva lo stesso premio ato Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • stendere l’ebusiness n sociale space: nel 23Greetings.com 23G ti 123Gre ti 123G eetings.com è un servizio di e-card ii d gratuitoo. L obiett L’obiettivo era far crescere la propria base utenti, Grazie a Facebook. L’azienda lanciò un App. che Suppor tutte le 200.000 cartoline disponibil rta sul sito. sito. L’app. r pp ricorda anche i compleanni degli p g amici ccon Messag inviati sia tramite i profili sia via ggi email Entrambi i profili possono aggiungere a b p o posso o agg u ge e l’app. a loro profilo Marzopromuovere il brand al e 2009 Facebook Marketing – Leonardo Bellin - ni
  • ncrementare la reach p per rainreactions.com rainreactions com Br i rainreaction è una i ti innovativa società ti i tà di rcerca di mercato che sviluppa Brrainstorming professionali Ha deciso di utilizzare FB per a es spandere il suo team formato dalla Geenerazione Y. Ha prima creato un gruppo e poi ha a lanciato una applicazione: Most Creative People on Facebook Un competizione tra I partecipanti a na br rainstorming, e degli utenti + attivi 10.000 utenti registrati, 480.000 inviti, 1,2 milioni di voti ,2 Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • TravelChannel: una strategia creativa per far d f decollare il t ffi ll l traffico al sito web l it b ruppo con +di 7400 f di fan, circa 8500 gi i iocatori d t i durante l 4 settimane d ll t le tti della ampagna. Crescita virale. urante le prime 6 settimane: + di 225 utenti attivi, 1,7 milioni di rapiti.. 5K Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • erena Software: un ca anale praticabile nche per il B2B h renaSoftware desiderava informare i propri utenti del rilascio di un ovo prodotto, un’app. che combina dati con elementi visuali; zienda aveva già usato FB come in g ntranet aziendale. app. “I am a Super Masher” ruotava attorno ad un video interattivo a n forte potenziale virale e incoragg giava gli utenti ad interagire per ere + i f sul prodotto sw, partecip info l d tt t ipare ai gruppi di discussione e i i di i oltrare ad amici. + di 1,1 milioni di v view, 8000 utenti hanno cliccato e ggiunto il sito web, molti hanno scaricato il white paper e il trial Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • ndiePix: raggiungere u segmento in un aniera efficiente ( st-effective) i ffi i t (cost ff ti ) IndiePix è un ditributore indipenden cerca modi per coinvolgere i propri c Clienti, Clienti un gruppo molt segmentato C Ha H creato un Gruppo, per connetter pp , p Comunicare con i propri fan e filma C Indipendenti. Il gruppo permette di visualizzare Documentari e di avere anteprime d D eventi grazie all’applicazione Event e Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Oneday one Job: sperimentare nel targeting One O day, One Job è un’azienda onli specializzata nel trovare lavoro per s studenti di college s Oltre a creare una Pagina, l’azienda O attivato Ads targettizzando i senior a g della Ivy League e senior da altre 40 d top t school, sia con CPC sia con CP Ha H creato un’app. per gli studenti Il candidato poteva creare il proprio profilo e ricevere dei click che p portavano al suo profilo su LinkedIn p Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Making cool connectio ons: il caso CISCO Cisco voleva espandere la sua C presenza nei social media e decide p provare FB per lanciare il suo nuov p Router R Cisco vedeva FB come un mezzo pe C evidenziare il fattore cool e mettere e mostra la parte divertente dell’azien m dell azien Cisco ha creato un Gruppo “Cisco C pp Support Group for Uber User Internet S Addicts” A I moderatrori d l gruppo usavano gli d t i del li evennti e I concorsi per promuovere I e componenti della campagna (canale c Quiz tra gli utenti Youtube, etc.) Y Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Costruire Community g globali: Cirque de Soleil Cirque de Soleil creò nel 2008 una C Page con pagine separate per P ciascuno dei suoi 7 show stabili, c permettendo ai fan di stabilire la p propria affinità con i loro show p preferiti p Ha H creato poi apps per consentire a fan f di caricare le loro foto video, , scrivere recensioni sugli show. s Gruppi di discussione sono stati us G per ti l p stimolare la interazione e l it i promuovere l’app. “Get Cirqued”. p Permette di scoprire mediante un Q P sia s + affine al mood dell’utente CIRQUE du SOLEIL App Widget Box x 23.000 Page fan, 187 recension + di 400 foto dei fan Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Ernst & Young uti ilizza Facebook come canale di recruitin ng Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Suggerimenti Facebook marketing richiede “ “comunicare” e non pubblicizzare bbli i Diventa parte della Facebook e experience – Più con i contenuti che con la pubblicità a Attingi dalle ragioni p cui i tuoi amici amano condividere g g per Ascolta, impara, non aver paur di sbagliare ra Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Facebook Marketing – Leonardo Bellini - n Marzo 2009
  • 14 marzo 2009: la nuova Home Page a Circa 175 milioni di iscritti nel mondo Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • Testi consigliati – Soc cial Media • Secretes of S i l Medi S t f Social M di • Social Media Marketing Marketing 1 hour a day How to Use Online Conversations and C t C ti d Customer • L’onda anomala Communities to Turbo-Charg Interagire e collaborare con i Your Business! Di Paul Gillin consumatori ribelli di Charlene Li e Josh Benoff • Facebook marketing Leverage Social Media to g Grow Your Business, di Steve Holzner • Social Corp Social Media Goes Corporate (Voices That Matter), di Joel Riferimenti: Postman Facebook Marketing Charlene Li –Forrester research Facebook Marketing – Leonardo Bellin - ni Marzo 2009
  • GRAZIE PER L’ATTENZ ZIONE • Leonardo Bellini – Consulenza e servizi o di market g digitale ting g • Autore di Fare business con il Web – Lupetti Editore • Ho curato l’edizione italiana di: o l edizione • Web In aazienda – ETAS • N i è me li - ETAS Noi eglio • Blog: ww ww.digitalmarketinglab.it • Website: www.dml.it Facebook Marketing – Leonardo Bellin - ni Marzo 2009 35