Agenda

I r
ntoducton
       i                      1
Soci M edi & Facebook
   al    a                    2
Facebook Ad St...
Evolconsum er fnd i oryaton
 H ow
      uton ofdi nf m i
        i      scover
             s i




    Directory     Digi...
O pi on offi
           ni     rends i m osti l
                        s      nfuental
                                  ...
Power of the Social Graph is changing discovery
Peopl ar onl one di ensi oft soci gr
    e e    y      m    on  he   al aph
The social graph is the network of real
connections through which people
communicate and share information
? What is Facebook
G i peopl t pow ert
     ve        e he           o
 s h a r e and m ake t w ord
                     he        l
m or o p...
… Shitng fom w hata f t nk w e shoul w ant
    fi r            ew hi          d
t aski ourfi
o    ng   rends and f iy… i r tm e… .
                    am l n eal i
Fr “ ho ar you?”t “ hats
   om W     e    o W    ’
 ?” happeni
          ng




2004/200   200   200   200   200
5        ...
What users and brands do on Facebook
  Users and brands interact seamlessly on the Facebook Platform

Pho    Eve     Vi   ...
The Facebook Story
Facebook Today
                                H uge G r t and
                                         ow h
             ...
C ust i i atm assi scal – Tr
    om zaton     ve   e     ansl i Ser ces
                               aton   vi
Pr ie exa...
G r t i I aelcontnues
        ow h n sr     i
12




10




8




6




                            Ov e r 2 .6 m
4




2
...
Facebook Today -I ael
                sr
                        H uge G r h and
                                 owt
    ...
I ael-O nlne Landscape:N ov 09
    sr        i
  25
                                                                     )...
D em ographi br
           c eakdow n -I ael
                       sr




                      Source: Facebook Internal...
Strong user engagement globally
Facebook is part of the daily routine for
users




    *Minutes 27                *Visits...
O urAd Stat
        r egy
Fr Tar ed R each t D rvi
  om     get     o i ng
C onnectons
        i
Brands can focus in 3 key areas
Soci changes ever hi
   al            yt ng
R ealPeopl Sharng and C onnectng
         e     i              i
Soci changes ever hi
   al            yt ng

     … From                To…




   Tr tonalO nlne
     adii      i        ...
C om m uni i i m edi i shitng
         caton n   a s fi


            Facebook Ads                 Standard Ad Approach

 ...
Tar ed R each
   get
D rvi t U seraw ay fom
   i ng he         r
Facebook
The O pporuniy:H om epage and ASU
          t t
Homepage Ads: Standard and Engagement   ASU Ads




  : Homepage Ads – 1 p...
St
 andar H om epage Ad
      d
Vi
 deo H om epage Ad
D rvi Engagem ent
   i ng
Facebook adveri ng i about
                   tsi   s
En g a g e m e n t and Co n n e c t i o n s
Engagem entAds
Encourage user t i er & shar youradveri ng
              s o nt act    e         tsi




                  ...
Soci changes ever hi
   al            yt ng
Brand C om m uni i C hanges:Engagem ent
               caton
Engagem entAd f m at
              or s
Encourage user t i er & shar youradveri ng
              s o nt act    e         t...
Soci br
   al andi
         ng: di rbuton
              sti i


  Engagem entAd    your
                  brand
      i pr...
Reach Block: Multiply the effect
Reach 100% of all targeted users in one day   ▪




An efi entw ay t ser ▪
     fci      ...
C r i a D i ogue
   eatng    al
t ough Fa c e b o o k
hr
Pa g e s
Facebook Pages
A uni
    que di ogue bet een br
         al       w       and & audi
                                   en...
U se W al t di rbut t f
         l o sti e o ans N ew sf
                               eeds
Brands & f
         ans can d...
Tar ed W al Postng has l
   get    l     i      aunched
Tar yourW al Postby county & l
   get     l            r    anguag...
C ust Tabs delverR i m edi experence
    om        i    ch    a      i
H TM L,Fl
        ash & Applcatons can be em bedded...
Facebook ‘ atve’Apps
         N i
N atve Apps gener e si fcantor
    i            at gnii      gani i pr
                 ...
Anal i by Post
   ytcs
Track i pr
      m essi
           ons & i er i
                 nt actons agai each Post
         ...
Brand X Facebook C onver i
                        satonalC al
                                  endar 2010
              ...
Besti C l
    n ass
LocalG l
     / obalpages achi ng
                    evi
success
.M a k e i t s o c i a l - l e v e r a g e t h e s o c i a l g r a p h   1.
.M ake i engagi si pl and shar
”      t      n...
You can be soci t G r a f base
              al oo: ow an
G r a Fan Base and Publsh
   ow                  i
You can be soci t G r a com m uniy
              al oo: ow         t
) r a Fan Base and sel tcket ( O I
 G ow             ...
You can be soci t
              al oo
U ser becom e cr or – cr e new pr
     s          eat s   eat      oduct
           ...
St bucks W ord Ai D ay
     ar          l ds
    Simultaneous Reach Blocks in 14 different territories
                   ...
M cD onal I er i
           ds nt natonal& l
                          ocal
   Global Page combined with localised innovat...
Ben & Jerry’s – Free Cone Day
Ben & Jerry’s US/Global




                                                     Ben & Jerry...
Skinny Cow - Facebook as a central hub
                                                                            A disti...
Marks & Spencers customer dialogue
                                Marks & Spencer’s                        Historical edi...
Vodafone creative coordination
                                            Vodafone have used
                            ...
Vodaf
    one I er i
        nt natonalvaratons
                     i i
                                               Po...
Vanity URL’s – www.facebook.com/vodafoneUK


                           Simple and effective way to drive
                ...
To win in today’s world

        requires

  A different mindset

 different approaches

   different ways of

       work...
c)2007 Facebook,I oris lcensor   Facebook" i a r st ed tadem ar ofFacebook,I .Al rght (
                                  ...
שיווק בפייסבוק - איך זה עובד?
שיווק בפייסבוק - איך זה עובד?
שיווק בפייסבוק - איך זה עובד?
שיווק בפייסבוק - איך זה עובד?
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שיווק בפייסבוק - איך זה עובד?

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כיצד עובדת אסטרטגיית השיווק בפייסבוק, מהן המטרות, היעדים וכיצד זה עובד?

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שיווק בפייסבוק - איך זה עובד?

  1. 1. Agenda I r ntoducton i 1 Soci M edi & Facebook al a 2 Facebook Ad Stat r egy 3 C ase St es/ udi Pages 4 Sum m ary 5
  2. 2. Evolconsum er fnd i oryaton H ow uton ofdi nf m i i scover s i Directory Digital Search UGC + UGC + Social Phoneboo Directory Search Directory Context ,ks Yah engine Y Facebo local ads, oo marketing el ok newspaper eBa p s y
  3. 3. O pi on offi ni rends i m osti l s nfuental i W hen consi i pur derng chasi a pr ng oductorser ce,w hi oft vi ch he ?f l i t o ar yourm osttust and val olow ng w e r ed uabl sour e ces ofi or aton nf m i Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169
  4. 4. Power of the Social Graph is changing discovery
  5. 5. Peopl ar onl one di ensi oft soci gr e e y m on he al aph
  6. 6. The social graph is the network of real connections through which people communicate and share information
  7. 7. ? What is Facebook
  8. 8. G i peopl t pow ert ve e he o s h a r e and m ake t w ord he l m or o p e n and c o n n e c t e d e
  9. 9. … Shitng fom w hata f t nk w e shoul w ant fi r ew hi d
  10. 10. t aski ourfi o ng rends and f iy… i r tm e… . am l n eal i
  11. 11. Fr “ ho ar you?”t “ hats om W e o W ’ ?” happeni ng 2004/200 200 200 200 200 5 6 7 8 9
  12. 12. What users and brands do on Facebook Users and brands interact seamlessly on the Facebook Platform Pho Eve Vi Comm Mess Gro Pa Applica to’s nts de ents ages ups ge tions o s
  13. 13. The Facebook Story
  14. 14. Facebook Today H uge G r t and ow h Engagem ent )propery on t I ernet(tm e on sie t he nt i t #1 O ver 200 bilon m ont y page vi s li hl ew O ver250 pl f m apps w ih over1m actve ator t i users O ver2. 5 bilon li phot upl os oaded perm onth O ver65 m ilon actve users usi Facebook M obie li i ng l O ver 1. 4 m ilon phot served persecond li os O ver 1. 6 bilon chatm essages a li day TR U STe ranked Facebook as t t m osttust com pani op en r ed es O ver 6 bi i m i es spentonlne ever day l on nut l i y O ver3. bi i pi 5 l on eces ofcont upl l ent oaded ever w eek y
  15. 15. C ust i i atm assi scal – Tr om zaton ve e ansl i Ser ces aton vi Pr ie exam pl oflBei el e i spi l Facebook aufD eut sch Facebook i Englsh n i
  16. 16. G r t i I aelcontnues ow h n sr i 12 10 8 6 Ov e r 2 .6 m 4 2 0 Sour Facebook i er dat Feb 2010 ce: nt nal a, .N ot Actve user ar r st ed user w ho have l e: i s e egi er s ogged on t Facebook atl o eastonce i t l 30 days n he ast
  17. 17. Facebook Today -I ael sr H uge G r h and owt Engagem ent O ver2. m ont y actve U ser i I ael 6m hl i s n sr O ver3 bilon m ont y page vi s li hl ew O ver50% penetaton oft onlne popul i r i he i aton O ver55% ofuser r ur t t sie daiy s et n o he t l Aver rends on Facebook i I ael143 age num beroffi n sr O ver450k user access Facebook on m obie i I ael s l n sr O ver80% ofuser com e back t Facebook ever s o y w eek
  18. 18. I ael-O nlne Landscape:N ov 09 sr i 25 ) Note: S ize of Bubble R epresents Total Time S pent per Month (MM Average Usage D ays per Visitor 20 15 10 5 R each 0 0 10 20 30 40 50 60 70 80 90 100 Sour C om scor N ov 09 ce: e:
  19. 19. D em ographi br c eakdow n -I ael sr Source: Facebook Internal Data, Jan 2010
  20. 20. Strong user engagement globally Facebook is part of the daily routine for users *Minutes 27 *Visits 2.2 Daily 57% Average minutes Average visits Active users per usage day per usage day log in daily Source: Facebook, Dec 2009, *ComScore Nov 2009
  21. 21. O urAd Stat r egy Fr Tar ed R each t D rvi om get o i ng C onnectons i
  22. 22. Brands can focus in 3 key areas
  23. 23. Soci changes ever hi al yt ng R ealPeopl Sharng and C onnectng e i i
  24. 24. Soci changes ever hi al yt ng … From To… Tr tonalO nlne adii i Engagem ent
  25. 25. C om m uni i i m edi i shitng caton n a s fi Facebook Ads Standard Ad Approach Align with user activities Interrupt user activity mins average session per visit 25 Shorter window of opportunity Become part of the conversation Communicate a message Ads as shareable, social currency Passive intake of Ads PULL PUSH
  26. 26. Tar ed R each get D rvi t U seraw ay fom i ng he r Facebook
  27. 27. The O pporuniy:H om epage and ASU t t Homepage Ads: Standard and Engagement ASU Ads : Homepage Ads – 1 per page : ASU Ads – 3 per page Daily Users: 1.5m • Monthly Users: 2.6m • Daily Page Views: 15m • Monthly Page Views: 3.5bn • Monthly Page Impressions: 450m • Monthly Ad Impressions: 10.5bn •
  28. 28. St andar H om epage Ad d
  29. 29. Vi deo H om epage Ad
  30. 30. D rvi Engagem ent i ng Facebook adveri ng i about tsi s En g a g e m e n t and Co n n e c t i o n s
  31. 31. Engagem entAds Encourage user t i er & shar youradveri ng s o nt act e tsi F a n P Ev o ent ll G if C om m t ent
  32. 32. Soci changes ever hi al yt ng Brand C om m uni i C hanges:Engagem ent caton
  33. 33. Engagem entAd f m at or s Encourage user t i er & shar youradveri ng s o nt act e tsi Fan Ad G itng Ad fi C om m entAd EventAd Poli Ad lng
  34. 34. Soci br al andi ng: di rbuton sti i Engagem entAd your brand i pr m essi on engagem ent organi c i pr m essi on connecti on
  35. 35. Reach Block: Multiply the effect Reach 100% of all targeted users in one day ▪ An efi entw ay t ser ▪ fci o ve i pr m essi ons t as m any user o s (n yourt get as possi e i ar ) bl Logged-n user w ilsee your i s l ▪ ad up t fve tm es (r o i i fequency )cap I ael 1. ilon daiy user ▪ sr : 2m li l s, 4. m ilon i pr 6 li m essi ons guar eed ant Re a c h b l o c k on
  36. 36. C r i a D i ogue eatng al t ough Fa c e b o o k hr Pa g e s
  37. 37. Facebook Pages A uni que di ogue bet een br al w and & audi ence BR AN D Building connections is creating your own marketing channel YourFacebook Page alows you t devel deep l o op ▪ r atonshi w ih consum er el i p t s O nce you m ake a connecton,you can m essage t i hem ▪ w heneveryou want Fost a t way di ogue er wo- al ▪ An efi entway t r fci o each and shar i or aton wih e nf m i t ▪ youraudience
  38. 38. U se W al t di rbut t f l o sti e o ans N ew sf eeds Brands & f ans can di rbut t ,phot & vi sti e ext o deo The W al i t prm ar l s he i y com m uni i t bet caton ool ween brand & user U se adveri ng . tsi t actvel drve yourf o i y i anbase t hen Postcont f t ent or hem to i er wih nt act t
  39. 39. Tar ed W al Postng has l get l i aunched Tar yourW al Postby county & l get l r anguage The W al i t prm ar l s he i y com m uni i t bet caton ool ween brand & user U se adveri ng . tsi t actvel drve yourf o i y i anbase t hen Postcont f t ent or hem to i er wih nt act t
  40. 40. C ust Tabs delverR i m edi experence om i ch a i H TM L,Fl ash & Applcatons can be em bedded i o Tabs i i nt R i M edi Tabs can be used t ch a o delvera wi varet ofcont , i de i y ent phot vi o, deo,pr otonal& om i com pettons t can be lnked ii hat i t diecty fom yourFacebook o r l r Ads
  41. 41. Facebook ‘ atve’Apps N i N atve Apps gener e si fcantor i at gnii gani i pr c m essi ons Favourt ie Pages App. Vi deo App. C r es lnks eat i cor vi e deo Phot App. o cor i ages e m Event f s or i porant m t dat es
  42. 42. Anal i by Post ytcs Track i pr m essi ons & i er i nt actons agai each Post nst Adm i ofPages can ns tack t i pr r he m essi ons ser ved i users N ew s n ’ Feeds & Li Feeds ve com bined w ih t t he engagem entr e at
  43. 43. Brand X Facebook C onver i satonalC al endar 2010 Janua Februa Mar Ap M Ju Ju Augu Septemb Octob Novemb Decemb ry ry ch ril ay ne ly st er er er er Valentine Easter Bank School Holidays Back to Christmas s Day Holidays School Init iat i Them es,key ve m essages,m aj or event sponsor ps s/ shi Valentines Easter Summer Back to Bonfire Virtual Gift Become a Holiday School Night Reach Fan giveaway offers Polling Ad Block competition campaign campaign Pu r c h a se Int ent Phase 1 Phase 2 Phase 3 Phase 4 fans 37,000 fans 60,000 fans 80,0000 fans 100,000 Co n n e c t i Buidi consum er l ng el o n s ps r atonshi i Ideas for family events, days out and in over the school Healthy Valentine X Factor eating holidays. Get users posting ideas and purchase through themed Celebrity ideas & page polls (1X Interviews money off )per week vouchers on page Di r e c t D rvi conver on i ng si Re s p o n s e
  44. 44. Besti C l n ass LocalG l / obalpages achi ng evi success
  45. 45. .M a k e i t s o c i a l - l e v e r a g e t h e s o c i a l g r a p h 1. .M ake i engagi si pl and shar ” t ng, m e eabl “ e .K e e p i t s i m p l e . 2 .I Iunder and som et ng,Im m or lkel t ty i ”f st hi ’ e i y o r t “ .U t i l i s e T e c h n o l o g y . 3 .M ake use ofpl f m s and t ” ator echnol ogy t spr o ead engagem ent “ Do n ’t u s e o l d m e t r i c t o d e f i n e s u c c e s s . . 4 . ” “ TR i nott onl m eti ofsuccess C s he y rc Avoid t hink ing in silos and c am paigns on. 5 Fa c e b o o k . . ” “ stat c – devel a conver i Be r egi op satonalcal endar
  46. 46. You can be soci t G r a f base al oo: ow an G r a Fan Base and Publsh ow i
  47. 47. You can be soci t G r a com m uniy al oo: ow t ) r a Fan Base and sel tcket ( O I G ow li s R R oyalO per H ouse a engage a l ge ar niche com m uniy t and sel a l ge l ar am ountoftcket t i s o .t s com m uniy hi t
  48. 48. You can be soci t al oo U ser becom e cr or – cr e new pr s eat s eat oduct s
  49. 49. St bucks W ord Ai D ay ar l ds Simultaneous Reach Blocks in 14 different territories UK Engagement Ads UK Page 150,000 Fans Starbucks have successfully created a global campaign for World Aids Day with a combined 5.5m fans across 14 Pages Users can navigate & consistent ‘red’ to their local Page promotions in each US Starbucks Pages from a custom tab 5.1m fans territory
  50. 50. M cD onal I er i ds nt natonal& l ocal Global Page combined with localised innovation UK Polling Ad ‘Gherkin in or out?’ achieved huge engagement rate of +7% US & UK approach to UK campaign Facebook is quite pitches different, with UK different genratiing 250,000 fans products across several Pages vs against US/Global Page on 1.4m eachother – which is your Fans US/global Page allows users to Fan ?favourite their local franchise & receive special
  51. 51. Ben & Jerry’s – Free Cone Day Ben & Jerry’s US/Global Ben & Jerry’s France Ben & Jerry’s ran the hugely successful Free Scoop Day in the US before launching a network of global Pages with +accumulative Fans of 2m Katie O’Brien, who helped oversee the ,campaign said We gave away 500,000 virtual” cones and in real life we gave away !"about a million
  52. 52. Skinny Cow - Facebook as a central hub A distinct tone of voice was Tabbed approach used for to house developed to communicate different bits of content with the user base Generating 11,000 fans in the first week, an above the line campaign using Facebook as a fully integrated ‘Hub’ for the campaign Over 11,000 fans Vanity URL was used in above the line advertising achieved in the first month
  53. 53. Marks & Spencers customer dialogue Marks & Spencer’s Historical editorial are celebrating their & competition 125th anniversary on promotions provide Facebook compelling sharable content to users Targeted ‘Become a Fan’ Ads on actively drive fans – M&S have changed targeting to a younger audience in response to the profile data of their A user in the US says she fanbase misses M&S in the US – M&S has been able to inform these users about the online service M&S has created a direct that can be accessed via the dialogue with its customers web on Facebook. Using Homepage Ads, the store has been able to drive over 80,000 fans, 1000’s of competition entries & real- Using The Wall M&S have generated time conversation with a 2-way dialogue with their users as far afield as customers revealing just how Toronto & Islamabad
  54. 54. Vodafone creative coordination Vodafone have used Facebook to generate a huge amount of commentary around the Vodafone uses The Wall to theme ‘If I ruled the deliver Facebook exclusive ’world promotions – be part of the next Vodafone online Ad Facebook users love special offers – Free music Friday delivered real value to customers Vodafone have c oordinat ed t heir online & offline Vodafone are the first network to m ark et ing t o generat e abolish roaming charges & have 4 0 ,0 0 0 f a n s o n t h e i r generated thousands of Wall Posts Fa c e b o o k Pa g e a r o u n d and Discussions around this subject Fully digitised campaign for the first t h e t h e m e ‘I f I r u l e d t h e on their Facebook Page time combining Facebook, Twitter, Wo r l d ’, r a i s e d MySpace, YouTube
  55. 55. Vodaf one I er i nt natonalvaratons i i Polling Ads Event Ads Vodafone Italy delivered a unique mobile tarif to Facebook users redeemable through the Page Video Vodafone used multiple Commentin g Ads engagement Ads in the UK & a unique tarif ofer in Italy to UK Campaign generate 170,000 fans delivering huge in each territory on 2 engagement with the ‘If I Ruled the World’ separate Facebook Become a Fan Ads
  56. 56. Vanity URL’s – www.facebook.com/vodafoneUK Simple and effective way to drive traffic to the page Easily searchable within facebook and search engines – i.e Google and !Yahoo Take over existing fan pages and become the official page ongoing Opportunity to use on all promotional material and drive traffic the page
  57. 57. To win in today’s world requires A different mindset different approaches different ways of working
  58. 58. c)2007 Facebook,I oris lcensor   Facebook" i a r st ed tadem ar ofFacebook,I .Al rght ( nc. t i s. " s egi er r k nc. l i s reserved.1. 0 Mark Cowan, Emerging Markets EMEA 6151 386 203 44+ facebook.com/markcowan mcowan@facebook.com

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