22. Marketplace Ads Right-hand side of Homepage, Profile and Fanpages Presentation title⎢23
23. Marketplace Ads Standard Ad Like Ad Page Post Ad Destination: External URL Destination: Facebook Fanpage Destination: Fanpage & Page Post Social context Like, Comment, Share buttons Like button 2 options: - Select a specific post - Use most recent post Page post format - Status - Photo - Video - QuestionPresentation title⎢24
24. Marketplace Ads Marketplace Page Post Ad User is non fan User is non fan User is fan Friends of user are non fan Friends of user are fan Friends of user are fan Presentation title⎢25
25. Sponsored Stories Page Like story Page Post Like story Destination: Facebook Fanpage Destination: Facebook Fanpage&post App Used and Game Played story Check-in story Destination: Facebook App Destination: Facebook FanpagePresentation title⎢26
26. Premium AdsPresentation title⎢27
27. Premium Ads Like marketplace page post ad, premium ads are based on a page post. Photo and video formats are bigger For someone not connected to your brand, your story will appear on the right-hand side of their homepage as an ad. For your fans and friends of fans, your story will appear as a page post ad on the right-hand side, and it can also appear in news feed on both desktop and mobile. All of these placements are on Facebook’s homepage. Ex: Premium Video Page Post Ad Ex: Premium Poll Page Post Ad
28. Reach Generator Reach Generator guarantees that you reach 75% of your fans each month and an estimated 50% of fans each week in a simple, always-on way. BUT this option isnt yet available for pages under 500k fan basePresentation title⎢29
29. ReachblocksAn one-day campaign present on the homepage of your targeted audiencewith 100% SOV during the day (cap of 5 impressions)The targeting is only available for pre-selected packages, e.g.:You could buy a 18-34 reachblock (weekdays) for 15K€* (*2012 Q1 rates)You could go for a 35+ reachblock (weekdays) for 9.5K€*Reachblocks have a frequency cap of 5 impressionsReachblocks can only run with page-post-ads
30. It’s measurablePresentation title⎢31
31. ComScore MyMetrix January 2012 Presentation title⎢32
49. Second conclusion Regular and qualitative content production is needed to make your channels live, engage your fans/followers, ensure organic visibility and viral reachPresentation title⎢50
50. Does it mean that advertisers need to duplicate content on all these digital assets?Presentation title⎢51
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52. No, integratePresentation title⎢53
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58. Why in the end would consumers Like or Follow your brands?Presentation title⎢59
59. 1/ Your branded content offers me the opportunity to talk about myself, to tell my friends and the world who I am, to engage conversation with others 2/ It’s a customer care channel corresponding to my digital habits 3/ It offers me the opportunity to be in the board roomPresentation title⎢60
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61. Background/Challenge Unilever Food Solutions’main customers are restaurants with local food.
62. Background/Challenge But these days,Filipinos don’t like dining in local restaurants.
63. Background/Challenge Given the choice, they would pick restaurants that offer foreign food.17/03/2012 :: 64
64. Background/Challenge To grow its business with its clients, UFS needed to get Filipinos hungry for local cuisine.17/03/2012 :: 65
65. Strategy Finding Cultural Identity in the Native Plate.17/03/2012 :: 66
66. Implementation Feeding the movement.17/03/2012 :: 67
67. Implementation We created the Sooo PinoyFacebook page to start the movement.
68. ImplementationTo launch the page, food bloggers were invited to go on a food tour of Manila and blog about it as the day went on to give readers a real-time look at their experiences.
69. ImplementationAll banner ads and social ads lead to theSooo Pinoy: Inspiring Filipino Food page
70. ImplementationWherein members of thepage could discover moreabout a different Filipinodish every month.
71. ImplementationThe Voting Application let members vote on the local restaurant with the best featured dish of the month.
72. ImplementationWe also gave users thechance to be more creativeabout their passion for themovementWith an applicationthat let them designtheir own shirts withslogans about Filipinofood
73. ImplementationTo make the movement grow bigger, we launched The Search forthe UltimateSooo Pinoy Blogger.
74. ImplementationMembers were given the chance to go on an exciting food tour around the country.
75. ImplementationAll they had to do was create a blog entry that featured a Filipino dish and post it on the Sooo Pinoy wall.
76. Results17/03/2012 :: 77
77. ResultsThe community grew to over 100,000, peaking at a monthly 86.6% activity rate, and over 5,000 active users daily.
78. ResultsMembers actively participated by sharing their own thoughts about local food and restaurants on the wall.
79. Results The page featured 210 restaurants.This influenced Filipinos to dine out more and choose local establishments.
80. ResultsUFS Clients prized their wins in the monthly dish voting and began displaying the Sooo Pinoy badges in their online assets and stores.
81. ResultsUFS experienced growth of 16% in value of business with Sooo Pinoy clients, exceeding target of 10%.
82. Results There were 270new customer signups,exceeding target of 200.
83. Conclusion High traffic, targeting functionalities and concrete measures for reporting make social networks good candidates for every media strategy recommendation Frequent and qualitative content production is needed to make your channels live, engage your fans/followers, ensure organic visibility and viral reach Dont replicate, integrate Three main raisons for consumers to like/follow your brand are branded content they can use, customer care and participationPresentation title⎢84
84. Just one more thingfacebook.com/HavasMediaBE Presentation title⎢85