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Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
Havas Media Social: How not to get stuck on the treasure island
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Havas Media Social: How not to get stuck on the treasure island

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  • 1. Havas Media SocialHow not to get stuck on the treasure island
  • 2. Social Media is the new blackPresentation title⎢2
  • 3. Facebook will save our soulPresentation title⎢3
  • 4. but we don’t understand anythingPresentation title⎢4
  • 5. Presentation title⎢5
  • 6. thank God, Gurus appeared to help invest in these media YOU don’t undersand a thingPresentation title⎢6
  • 7. But Excel is so uncool, let’s rather practice MAGIC! YOU don’t undersand a thingPresentation title⎢7
  • 8. And get all these customers on your super busy, super crowded fanpage YOU don’t undersand a thing Presentation title⎢8
  • 9. And if it doesn’t work,Presentation title⎢9
  • 10. And your social media presence turned abandoned city YOU don’t undersand a thing Presentation title⎢10
  • 11. It’s not because of you or the gurusPresentation title⎢11
  • 12. It’s the board, getting too oldPresentation title⎢12
  • 13. Presentation title⎢13
  • 14. SRSLY? (seriously?)Presentation title⎢14
  • 15. Social Media are MediaPresentation title⎢15
  • 16. Paid, Owned & Earned mediaPresentation title⎢16
  • 17. P O E Facebook Ads Facebook Fanpages Users interactions (Like, Comment, Share)Presentation title⎢17
  • 18. P O E LinkedIn Ads LinkedIn Company Page with featured products & services Users RecommendationsPresentation title⎢18
  • 19. P O E YouTube Pre-roll YouTube Brand Channel Users interactions (Like, Dislike, Share, Comment)Presentation title⎢19
  • 20. P O E Users interactions (Mention, Retweet, Favorite, Reply) Twitter AccountPromoted tweets,Promoted Trends,Promoted Accounts Presentation title⎢20
  • 21. PFacebook Ads: current formatsMarketplace Ads - Premium Ads – Sponsored stories
  • 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
  • 32. PFacebook Ads Campaign Performance Reports Presentation title⎢33
  • 33. PLinkedIn Ads Campaign Performance ReportsPresentation title⎢34
  • 34. O Facebook Insights, Demographic and Location details about your fansPresentation title⎢35
  • 35. O Facebook Insights, Pageviews and Unique VisitorsPresentation title⎢36
  • 36. O Facebook Insights, Reach build through Paid, Owned (organic) & Earned (viral)Presentation title⎢37
  • 37. O LinkedIn Page Statistics, Page Views & Unique VisitorsPresentation title⎢38
  • 38. E Facebook Insights, People Talking About ThisPresentation title⎢39
  • 39. EAllFacebookStats, People Talking About This – Sector benchmark Presentation title⎢40
  • 40. E Engagor, total daily mentions and sources Synthesio, sentiment analysis (human)Presentation title⎢41
  • 41. It’s highly targetablePresentation title⎢42
  • 42. Facebook Ads: targeting functionalitiesP
  • 43. P Facebook Ads Target AudiencePresentation title⎢44
  • 44. PLinkedIn Ads Target Audience Presentation title⎢45
  • 45. First conclusion High traffic, targeting functionalities and concrete measures make social networks good candidates for every media strategy recommendationPresentation title⎢46
  • 46. Is is that easy? NoPresentation title⎢47
  • 47. You cant just create a channel and forget about it Is this the brand image you want to expose?Presentation title⎢48
  • 48. Beside Paid Media, Organic (owned) & viral (earned) impressions build cover Facebook Insights, Reach build through Paid, Owned (organic) & Earned (viral)Presentation title⎢49
  • 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
  • 51. Presentation title⎢52
  • 52. No, integratePresentation title⎢53
  • 53. Presentation title⎢54
  • 54. Presentation title⎢55
  • 55. Presentation title⎢56
  • 56. Presentation title⎢57
  • 57. Presentation title⎢58
  • 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
  • 60. Presentation title⎢61
  • 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
  • 85. Thank you!

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