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Building YourCountryThrough Facebook<br />Mark Cowan – Head of Emerging Markets, EMEA<br />October 2010<br />
Our Sales Vision<br />We’re Here To Reinvent HowCountriesand Consumers Relate To Each Other<br />
Your next McBurger<br />Imagine if…. <br />you could <br />tap into<br />26m people<br />to crowd-source<br />
to suggest<br />you could ask<br />McDonald’s next<br />16m people<br />What if …<br />50 locations..<br />
Top votes near: Edinburgh<br />Blairgowrie<br />Peniculk<br />Livingston<br />
Imagine if..												   all your fans<br />could try your									     	 full range<br />before they buy							 	on Fac...
Hi Shelly, get the look with<br />STYLER<br />Try L’Oreal<br />
Imagine if..<br />L’Oreal could unite<br />4.7m 18-35yo women <br />in the MENA to form<br />the number 1<br />beauty comm...
Hair<br /><ul><li> Stubborn Kinks
 Frizz
 Weak roots</li></li></ul><li>Where an effective<br />focus group…<br />… can be the size of a country<br />
Where your <br />customers<br />develop <br />your next <br />product…<br />
Where your friends <br />come shopping<br />with you…<br />Even when<br />you are<br />alone<br />
Where you can create social experiences that break world records…<br />
Where you engage with people in ways you would have never thought…<br />
…and innovation is a constant<br />thevirtual economy will be worth $10bn in 2010.<br />
YourAudiencewithinFacebook<br />
A snapshot of potential countries<br />
Total Potential Audience<br />
Total Audience Returning Daily<br />
Total 18-25 Year Olds<br />
Total “In a Relationship, Engaged, Married”<br />
Total with “travel, traveling, travelling, outdoors, walking, nature, camping, camping with family, great outdoors, forest...
A Powerful Proposition<br />Bought, Owned and Earned Media<br />
200M<br />500M<br />monthly active users<br />mobile users<br />
Identity is core: Real People Sharing<br />
Unique Marketing<br />Ads, Apps, Pages, Platform<br />Applications<br />Pages<br />Social plug-ins<br />Organic Distributi...
Engagement<br />Social Graph and Authentic Connections – Ads and Pages<br />
Source: Brand Republic, Mar 2010<br />
An example<br />
Social Relevance<br />
Social content already on Facebook<br />
Like<br />Poll<br />Event<br />Comment<br />Engagement Ads: Brand Marketing<br />Users engage with ads the same way they i...
Reach Block Value Proposition<br />Use any Ad format including Engagement Ads<br /><ul><li>impressions guaranteed Mon-Thu
impressions guaranteed Fri-Sun
Estimated 3m unique users
First 5 imps. of every user over 24 hours
Targeting adult audience or 18+</li></ul>Become the primary advertiser over 24 hours on Facebook’s highly trafficked Homep...
Rotate series of creatives<br />Build compelling marketing journeys over 24 hours<br />First 2 Impressions<br />3rd Impres...
Like Premium Ad<br />1. Click the Like button to connect with the brand<br />2. You are now connected<br />
Video Comment Premium Ad<br />I love Virgin America!<br />1. Click thumbnail to play video<br />2. Background dims and vid...
Event Premium Ad<br />3. Add personal message<br />1. RSVP to event<br />2. Invite friends<br />
Poll Engagement Ad<br />3. See your friends’ results<br />1. Respond to poll<br />2. See results<br />
1.7x Ad Recall<br />2x Message Awareness<br />4x Purchase Intent<br />Consumers Engage Each Other<br />
Ads with social context increase the value of media. On average we see a 68% increase in brand lift and 25% lift in action...
Social in Newsfeeds<br />
4.5x Action rate for organics vs. paid impressions<br />
Facebook Pages<br />For many marketers, their Facebook fan bases have become their largest web presence, outstripping bran...
Engage a Community and Publish<br />From 100 to 7m Connections <br />
6.9xaction rate on publishing vs ads<br />
A central ‘Hub’ for brands<br />Facebook Pages as ‘Hubs’ to drive brand metrics<br />FRANK website<br />Key Events<br />Fa...
Understand<br />Brand Initiative<br />Create a Conversational Calendar: “Always On”<br />Social Media Activity<br />Decemb...
Targeted Wall Posting has launched<br />Target your Wall Post by country & language<br />
Gain insights: Pages<br />
Post Interactions<br />Impressions and feedback rate of published content on a dashboard.<br />
Measuringyoursuccess<br />
Measurement Platform<br />Critical to proof and ongoing development of our program is an effective measurement platform. <...
Measurement Platform<br />These will be effective independently or combined, but will need to be implemented across each p...
SuccessStories<br />
AirAsia – Global <br />
AirAsia – Global <br />
AirAsia  - Local <br />
Spain  <br />
Spain - Application <br />
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Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )

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Transcript of "Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )"

  1. 1. Building YourCountryThrough Facebook<br />Mark Cowan – Head of Emerging Markets, EMEA<br />October 2010<br />
  2. 2. Our Sales Vision<br />We’re Here To Reinvent HowCountriesand Consumers Relate To Each Other<br />
  3. 3. Your next McBurger<br />Imagine if…. <br />you could <br />tap into<br />26m people<br />to crowd-source<br />
  4. 4. to suggest<br />you could ask<br />McDonald’s next<br />16m people<br />What if …<br />50 locations..<br />
  5. 5. Top votes near: Edinburgh<br />Blairgowrie<br />Peniculk<br />Livingston<br />
  6. 6. Imagine if.. all your fans<br />could try your full range<br />before they buy on Facebook<br />
  7. 7. Hi Shelly, get the look with<br />STYLER<br />Try L’Oreal<br />
  8. 8. Imagine if..<br />L’Oreal could unite<br />4.7m 18-35yo women <br />in the MENA to form<br />the number 1<br />beauty community<br />on Facebook<br />
  9. 9. Hair<br /><ul><li> Stubborn Kinks
  10. 10. Frizz
  11. 11. Weak roots</li></li></ul><li>Where an effective<br />focus group…<br />… can be the size of a country<br />
  12. 12. Where your <br />customers<br />develop <br />your next <br />product…<br />
  13. 13. Where your friends <br />come shopping<br />with you…<br />Even when<br />you are<br />alone<br />
  14. 14. Where you can create social experiences that break world records…<br />
  15. 15. Where you engage with people in ways you would have never thought…<br />
  16. 16. …and innovation is a constant<br />thevirtual economy will be worth $10bn in 2010.<br />
  17. 17. YourAudiencewithinFacebook<br />
  18. 18. A snapshot of potential countries<br />
  19. 19. Total Potential Audience<br />
  20. 20. Total Audience Returning Daily<br />
  21. 21. Total 18-25 Year Olds<br />
  22. 22. Total “In a Relationship, Engaged, Married”<br />
  23. 23. Total with “travel, traveling, travelling, outdoors, walking, nature, camping, camping with family, great outdoors, forests, city breaks, holidays, going away, going for walks, culture, different cultures, campfires, travel channel or nature conservancy in their profile”<br />
  24. 24. A Powerful Proposition<br />Bought, Owned and Earned Media<br />
  25. 25. 200M<br />500M<br />monthly active users<br />mobile users<br />
  26. 26.
  27. 27.
  28. 28.
  29. 29. Identity is core: Real People Sharing<br />
  30. 30. Unique Marketing<br />Ads, Apps, Pages, Platform<br />Applications<br />Pages<br />Social plug-ins<br />Organic Distribution<br />Engagement ads<br />
  31. 31. Engagement<br />Social Graph and Authentic Connections – Ads and Pages<br />
  32. 32.
  33. 33. Source: Brand Republic, Mar 2010<br />
  34. 34. An example<br />
  35. 35. Social Relevance<br />
  36. 36. Social content already on Facebook<br />
  37. 37. Like<br />Poll<br />Event<br />Comment<br />Engagement Ads: Brand Marketing<br />Users engage with ads the same way they interact with content<br />make room in ads<br />
  38. 38. Reach Block Value Proposition<br />Use any Ad format including Engagement Ads<br /><ul><li>impressions guaranteed Mon-Thu
  39. 39. impressions guaranteed Fri-Sun
  40. 40. Estimated 3m unique users
  41. 41. First 5 imps. of every user over 24 hours
  42. 42. Targeting adult audience or 18+</li></ul>Become the primary advertiser over 24 hours on Facebook’s highly trafficked Homepage reaching a potential 1.5m+ audience<br />*Delivery & cost subject to market fluctuations and agency pricing structures respectively<br />
  43. 43. Rotate series of creatives<br />Build compelling marketing journeys over 24 hours<br />First 2 Impressions<br />3rd Impressions<br />Cobra beer used multiple ads to engage with users. Frequency capped to 5 per user<br />4th & 5th Impressions<br />
  44. 44. Like Premium Ad<br />1. Click the Like button to connect with the brand<br />2. You are now connected<br />
  45. 45. Video Comment Premium Ad<br />I love Virgin America!<br />1. Click thumbnail to play video<br />2. Background dims and video plays in center of screen. Fan Page or “like” video during play.<br />3. At the end, click to brand Page or share video with friends<br />4. Comment on video for friends to see<br />
  46. 46. Event Premium Ad<br />3. Add personal message<br />1. RSVP to event<br />2. Invite friends<br />
  47. 47. Poll Engagement Ad<br />3. See your friends’ results<br />1. Respond to poll<br />2. See results<br />
  48. 48. 1.7x Ad Recall<br />2x Message Awareness<br />4x Purchase Intent<br />Consumers Engage Each Other<br />
  49. 49. Ads with social context increase the value of media. On average we see a 68% increase in brand lift and 25% lift in action rate<br />
  50. 50. Social in Newsfeeds<br />
  51. 51. 4.5x Action rate for organics vs. paid impressions<br />
  52. 52. Facebook Pages<br />For many marketers, their Facebook fan bases have become their largest web presence, outstripping brand sites <br />
  53. 53. Engage a Community and Publish<br />From 100 to 7m Connections <br />
  54. 54. 6.9xaction rate on publishing vs ads<br />
  55. 55. A central ‘Hub’ for brands<br />Facebook Pages as ‘Hubs’ to drive brand metrics<br />FRANK website<br />Key Events<br />Facebook Ads<br />User generated content<br />TV campaign<br />Press campaign<br />Portal activity<br />
  56. 56. Understand<br />Brand Initiative<br />Create a Conversational Calendar: “Always On”<br />Social Media Activity<br />December<br />August<br />September<br />October<br />November<br />April<br />May<br />July <br />February<br />June<br />March<br />Get Britain Playing: Grass Roots Football<br />Phase 3: World Cup: Tacticals around England Games<br />Phase 1: Football TV Ad, Fan TV Ad recruitment + competition to win training Camp places and appear in video<br />Phase 2: Status update and Profile pic donations, Elf yourself and John Barnes Rap<br />Become A fan and <br />Reachblock on St Georges Day<br />Become a fan ads, polling, video commenting around England games. Reachblocks on key dates<br />Become a Fan only <br />Messaging to include competition <br />Series of Event ads to promote Football games offline<br />Promoting<br />Promote Competitions via page, host TV spots and supporters video on page<br />Implement Status update and Profile Pic App to page and promote<br />Tactical Status Updates on England games<br />Get Britain Playing: Grass Roots Football: Offline Events, Groups and Teams to congregate on Mars Page<br />Updates based on World Cup content, live chats, John Barnes, Games etc<br />Page Content<br />Page Insights to establish targeting<br />Ad Effectiveness Study<br />End of Year Ad Effectiveness Study?<br />Ad Effectiveness Study on Tier 2 only <br />Page Insights and pulse <br />Page Insights and pulse for Phase 3 campaign targeting<br />
  57. 57. Targeted Wall Posting has launched<br />Target your Wall Post by country & language<br />
  58. 58. Gain insights: Pages<br />
  59. 59. Post Interactions<br />Impressions and feedback rate of published content on a dashboard.<br />
  60. 60. Measuringyoursuccess<br />
  61. 61. Measurement Platform<br />Critical to proof and ongoing development of our program is an effective measurement platform. <br />Tracking through the Facebook platform provides considerable advantages in level of information, but we will place elements on partner sites. <br />Facebook Connect<br />Affiliate Program tags<br />Ad serving tags from landing page to checkout<br />
  62. 62. Measurement Platform<br />These will be effective independently or combined, but will need to be implemented across each partner site.<br />We have applied setups of this structure in a number of instances, with information so far this should be a standard implementation.<br />
  63. 63. SuccessStories<br />
  64. 64. AirAsia – Global <br />
  65. 65. AirAsia – Global <br />
  66. 66. AirAsia - Local <br />
  67. 67. Spain <br />
  68. 68. Spain - Application <br />
  69. 69. Spain - content<br />
  70. 70. Summary<br />
  71. 71. Things to stay away from<br />
  72. 72. What to focus on<br />
  73. 73. Guiding principles…<br />
  74. 74. Questions?<br />mcowan@facebook.com<br />
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