Marketing on Facebook and other social networks: from the point of view of the company. Specific case of Quicksilver. Advantages and Risks of using social networks for Advertising purposes. Presentation for Digital Marketing Course. Master in International Management 2009.

1. Network Marketing:
The Marketers
Quiksilver
Group E

2. Why
Situation Solution
Company
Facebook
agenda
Tracking
Risks
Initiatives
Success
Budget
Group E

3. Why
Company Situation Solution
Facebook
agenda
Tracking
Risks
Initiatives
Success
Budget
Group E

4. Mission:
To become the leading global
youth apparel company; to
maintain our core focus and
roots while bringing our
lifestyle message of
boardriding, independence,
creativity and innovation to
this global community.
Company brands:
Quiksilver, Roxy, DC,
Tony Hawk, Leilani…

5. Why
Situation Solution
Company
Facebook
agenda
Tracking
Risks
Initiatives
Success
Budget
Group E

6. Situation:
Current
Losses
Current losses
Global
Global Recession
Outlook: Continued decline in
Recession
consumer spending
Outlook:
Continued
decline in
consumer
spending

7. Why
Solution
Situation
Company
Facebook
agenda
Tracking
Risks
Initiatives
Success
Budget
Group E

8. Advertise through
Facebook
• Increase brand awareness
among key users
• Estimated 2% increase in sales

9. Why
Situation Solution
Company
Facebook?
agenda
Tracking
Risks
Initiatives
Success
Budget
Group E

10. World’s largest online social network:
200+ million active users
• Benefits of advertising on Facebook:
• Superior targeting capabilities:
faster
Demographic, Geographic,
Psychographic
This presentation
rulzzzz
• Direct access to users
Interactive: available 24/7
• Advertising cycle much faster than
normal campaigns: increased
flexibility
• Create virality and massive brand
awareness

11. Why
Situation Solution
Company
Facebook
agenda
Initiatives Tracking
Risks
Success
Budget
Group E

12. Objective:
Link Web Surfing to Wave Surfing
• Subtle but honest
• FB Applications: gifts, tests, games…
• Profile “Fan of”
•Events
• Upload your best moves
• FB Page: discounts, online-sales, reviews
Downloads
• Links to web page: Special on-line content
for registered users: interviews with our
stars...

13. Why
Situation Solution
Company
Facebook
agenda
Risks Tracking
Initiatives
Success
Budget
Group E

14. Avoid being avoided
• Saturation :
• 70% think “The less ads the better”
• Transparency of users: STP
• Brand dilution
• Content Control
• Needs to be monitored wisely
• Easy to copy
• Response rate:
• As low as 0.04% (BusinessWeek,
11/12/07)
• Average 0.2% (BusinessWeek,
7/11/07)

15. Why
Situation Solution
Company
Facebook
agenda
Tracking
Risks
Initiatives
Success
Budget
Group E

16. Track the success of a campaign
•How?
•Intangible
•ROI?
•6 ways of measuring
1. Setting up goals
2. Web analytics
3. Analyzing previous information
4. Tracking the audience
5. Tracking conversations
6. Tracking syndication

17. Define tangible success measures
1. Define success metrics
• Quantitative
• Qualitative
2. Set goals based on the metrics
3. Track effects of goals and metrics and
review them

18. Facebook Offers:
• Click controls, weekly and real time reports
• Number of fans, discounts redeemed at online-
sales.
• Targeting the right people with the right
message

19. Why
Situation Solution
Company
Facebook
agenda
Tracking
Risks
Initiatives
Success
Budget
Group E

23. Quiksilver’s promotion and advertising budget
• $122.1 million
• Visitors at Quiksilver surf game online in two
months:
20,000  334 viewers/day/application
Initiatives in plan  11 applications

24. Facebook Budget
• Bid max  $0.92
• Budget max per day  $700
• Annual budget  700 x 11 x 365 = $2.8 Million
• Annual budget for digital marketing 
3% x 122.1 Million = $3.66 Million

25. Igor Artemiev
Group E
Ahmet Giray
Kai Ting Hsu MIM 2009
Farah Hudhud
Carina Rial Gondar
Virginia Rios
Thank you!
Lourens Verweij
Maria Alejandra Zapata