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How to best use Facebook: a deep dive from Facebook Australia

How to best use Facebook: a deep dive from Facebook Australia

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  • This presentation is great. The facts are fabulous - however some of them do not have sources, is anyone able to provide them to me?

    I believe there are also some videos contained within the presentation that wouldn't play - can anyone give me some further info on these? Reply by tweet @BrieParker
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  • This is an excellent social commerce presentation. Very practical and thorough. I'm going to share it with the Digital Design Strategy linked in group.

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How to best use Facebook, Paul Borrud Presentation Transcript

  • 1. Monday, 14 March 2011
  • 2. Monday, 14 March 2011
  • 3. It’s all about people Paul Borrud March, 2011Monday, 14 March 2011
  • 4. Quiz How many users (globally) access facebook via a mobile device ?Monday, 14 March 2011
  • 5. Quiz How many users (globally) access facebook via a mobile device ? a. 150,000 b. 200 Million c. 50 MillionMonday, 14 March 2011
  • 6. Quiz How many users (globally) access facebook via a mobile device ? a. 150,000 b. 200 Million c. 50 MillionMonday, 14 March 2011
  • 7. Quiz How many photos are uploaded to facebook every month globally?Monday, 14 March 2011
  • 8. Quiz How many photos are uploaded to facebook every month globally? a. 3 Million b. 3 Billion c. 300,000Monday, 14 March 2011
  • 9. Quiz How many photos are uploaded to facebook every month globally? a. 3 Million b. 3 Billion c. 300,000Monday, 14 March 2011
  • 10. QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery dayMonday, 14 March 2011
  • 11. QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery day a. 5,000 b. 1,500 c. 10,000Monday, 14 March 2011
  • 12. QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery day a. 5,000 b. 1,500 c. 10,000Monday, 14 March 2011
  • 13. Facebook in AustraliaMonday, 14 March 2011
  • 14. Active users in Australia 10M 5M 0M 2008 2009 2010 Source: Facebook internal data, April 2010Monday, 14 March 2011
  • 15. Active users in Australia 10M 5M +10 million users 0M 2008 2009 2010 Source: Facebook internal data, April 2010Monday, 14 March 2011
  • 16. Australia demographic breakdown Source: Facebook internal data, Worldwide, June 2010Monday, 14 March 2011
  • 17. Australia demographic breakdown Age 13-17 13% 35+ 33% 18-24 27% 25-34 27% Source: Facebook internal data, Worldwide, June 2010Monday, 14 March 2011
  • 18. Australia demographic breakdown Gender Age 13-17 13% 35+ 33% Male Female 46% 18-24 54% 27% 25-34 27% Source: Facebook internal data, Worldwide, June 2010Monday, 14 March 2011
  • 19. Engagement in Australia Daily 7+ hours 27 visits 62% daily Average time spent per user Average visits per user Active users log in (monthly) (monthly) (daily) Source: Nielsen June 2010 & Facebook Internal Data, June 2010Monday, 14 March 2011
  • 20. Monday, 14 March 2011
  • 21. Monday, 14 March 2011
  • 22. Monday, 14 March 2011
  • 23. Monday, 14 March 2011
  • 24. Monday, 14 March 2011
  • 25. Tom Arrix great weekend with the familyMonday, 14 March 2011
  • 26. Fabio Freyre I was reminded of the beauty of life when I became an uncle for the first time todayMonday, 14 March 2011
  • 27. 1 2 3 The web is The Web is reorganizing around peopleMonday, 14 March 2011 Businesses Marketing are reorganizing around Reorganizing around people
  • 28. Average hours per month 7.5hr 1hr 56 1hr 1hr 56 Mins MSN YouTub Yahoo!7 FDMN News Source: Nielsen NetView - December 2010Monday, 14 March 2011
  • 29. Source: http://www.youtube.com/watch?v=9XzpDSRdARY&feature=relatedMonday, 14 March 2011
  • 30. Source: http://www.youtube.com/watch?v=9XzpDSRdARY&feature=relatedMonday, 14 March 2011
  • 31. Website: http://www.facebook.com/pages/Betty-Whit... Personal Information: This is a page to encourage both Betty White AND Saturday Night Live that Betty would be a FANTASTIC choice to host SNL Personal Interest: Betty White will turn 88 years old on January 17, 2010. She is universally known and admired. In 2010, Betty will be entering her EIGHTH DECADE in show- business. What a way to honor her, as well as entertain countless millions of people the world over who adore her as an actress, as a tireless animal rights advocate, and as a fantastic comedian! PLEASE BECOME A FAN!!!Monday, 14 March 2011
  • 32. Skip is cutting this for me ©2010 NBC Studios, Inc. Distributed by Broadway Video Enterprises. Courtesy of Broadway Video Enterprises and NBC Studios, Inc.Monday, 14 March 2011
  • 33. The web is being rebuilt around peopleMonday, 14 March 2011
  • 34. The web is being rebuilt around people Browse 90’sMonday, 14 March 2011
  • 35. The web is being rebuilt around people Browse Search 90’s 00’sMonday, 14 March 2011
  • 36. The web is being rebuilt around people Browse Search Discover 90’s 00’s 10’sMonday, 14 March 2011
  • 37. Globally, borders are being replaced with connections 600M users worldwideMonday, 14 March 2011
  • 38. Globally, borders are being replaced with connections 600M users worldwideMonday, 14 March 2011
  • 39. Industries are transforming by reorganizing around peopleMonday, 14 March 2011
  • 40. Gaming is reorganizing around people FarmVille XBox 2% s er 24 ay + pl s fit M 80 o PrMonday, 14 March 2011
  • 41. News is reorganizing around people NY Times Twitter CNN 43% of news sharing occurs through social mediaMonday, 14 March 2011
  • 42. Shopping is reorganizing around people Amazon Groupon up to 50% increase in average order valueMonday, 14 March 2011
  • 43. 1 2 3 The web is reorganizing around peopleMonday, 14 March 2011 Businesses Marketing are reorganizing around Reorganizing around people delivers results
  • 44. Businesses are reorganizing around people • Product Development • HR • Customer Service • Customer Insights • MarketingMonday, 14 March 2011
  • 45. Product development is being reorganized around peopleMonday, 14 March 2011
  • 46. Product development is being reorganized around peopleMonday, 14 March 2011
  • 47. Product development is being reorganized around peopleMonday, 14 March 2011
  • 48. Customer service is being reorganized around peopleMonday, 14 March 2011
  • 49. Marketing is being reorganized around peopleMonday, 14 March 2011
  • 50. Marketing is being reorganized around peopleMonday, 14 March 2011
  • 51. Marketing is being reorganized around peopleMonday, 14 March 2011
  • 52. Marketing is being reorganized around peopleMonday, 14 March 2011
  • 53. Marketing is being reorganized around peopleMonday, 14 March 2011
  • 54. Marketing has always been a mix of paid, owned and earnedMonday, 14 March 2011
  • 55. Marketing has always been a mix of paid, owned and earned Print TelevisionMonday, 14 March 2011
  • 56. Marketing has always been a mix of paid, owned and earned Print Websites OPEN Television Store frontsMonday, 14 March 2011
  • 57. Marketing has always been a mix of paid, owned and earned Print Websites Public Relations OPEN Television Store fronts Word of MouthMonday, 14 March 2011
  • 58. Marketing has always been a mix of paid, owned and earned “ Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing Print media: paid, owned, and earned ” Relations Websites Public -eMarketer, Sept 2010 OPEN Television Store fronts Word of MouthMonday, 14 March 2011
  • 59. The ideal is more earned at the scale and predictabilityMonday, 14 March 2011
  • 60. Facebook lets you create The ideal is more earned at “earned” and predictability the scale at unprecedentedMonday, 14 March 2011
  • 61. Fans are just the beginning brand fanMonday, 14 March 2011
  • 62. Fans are more valuable when they impact their friends Facebook population 10 Million Australians Fan base AU dataMonday, 14 March 2011
  • 63. Fans are more valuable when they impact their friends Facebook population 10 Million Australians Fan base AU dataMonday, 14 March 2011
  • 64. Fans are more valuable when they impact their friends Facebook population 10 Million Australians Friends of fans 3M friends Fan base 25k fans AU dataMonday, 14 March 2011
  • 65. Fans are more valuable when they impact their friends Facebook population 10 Million Australians Friends of fans 3M friends My friend likes this brand Fan base Ads with friends 25k fans AU dataMonday, 14 March 2011
  • 66. This is the NEW word of mouth - it is twice as effective Stay cool this summer Stay cool this summer with a tasty Drumstick with a tasty Drumstick from Nestle. Like our page VS from Nestle. Like our page and we’ll tell you about and we’ll tell you about our summer specials our summer specials and exciting events. and exciting events. NestleMonday, 14 March 2011
  • 67. This is the NEW word of mouth - it is twice as effective Stay cool this summer Stay cool this summer with a tasty Drumstick with a tasty Drumstick from Nestle. Like our page VS from Nestle. Like our page and we’ll tell you about and we’ll tell you about our summer specials our summer specials and exciting events. and exciting events. Nestle Meg Griffing Sloan, Becca Foy, and 14 other friends like Nestle HeinekenMonday, 14 March 2011
  • 68. This is the NEW word of mouth - it is twice as effective 1.6X Stay cool this summer Stay cool this summer with a tasty Drumstick lift in brand recall with a tasty Drumstick from Nestle. Like our page VS from Nestle. Like our page and we’ll tell you about and we’ll tell you about our summer specials our summer specials 2X and exciting events. and exciting events. Nestle lift in message awareness 4X Meg Griffing Sloan, Becca Foy, and 14 other friends like Nestle Heineken lift in purchase intentMonday, 14 March 2011
  • 69. Facebook has two ways to access the new word of mouth Premium Marketplace Tasty treats for special occasions 1 Stay cool this summer with a tasty Drumstick 1 from Nestle. Like our page and we’ll tell you about our summer specials and exciting events. Tasty treats for special occasions Enjoy tasty Nestle treats all summer long and for any occasion What’s your favorite movie snack? 2 A pack of Smarties A crunchy KitKat 3 A yummy Butterfinger Nestle 4Monday, 14 March 2011
  • 70. Premium Ads drive brand impact 100% share of voice on the most highly trafficked pages TIME SPENT ON HOMEPAGES Facebook has the highest time per homepage impression 50 45 46.0 43.1 40 Seconds Tasty treats for special occasions 35 Enjoy tasty Nestle treats all summer long 30 What’s your favorite movie 30.9 A pack of Smarties A crunchy KitKat 27.5 27.2 A yummy Butterfinger 25 Nestl 23.0 22.9 20 e L e es o ok SN gl AO ub ho m bo o M uT Ya Go Ti Source: Nielsen ce Yo NY FaMonday, 14 March 2011
  • 71. Marketplace Ads drive action •Auction-based pricing •Drive actions 1 •Off-site clicks 2 •Transactions •Game installs 3 •E-commerce sales 4 •Kick-start fan baseMonday, 14 March 2011
  • 72. 1 2 The web is reorganizing around peopleMonday, 14 March 2011 Businesses are reorganizing around 3 Reorganizing around people
  • 73. 2x # of mentions over World CupMonday, 14 March 2011
  • 74. 9M+ recommendations for CharityMonday, 14 March 2011
  • 75. AdsMonday, 14 March 2011
  • 76. Monday, 14 March 2011
  • 77. Engagement Ads Like Ads Polling Ads Video Ads Sampling AdsMonday, 14 March 2011
  • 78. Sponsored StoriesMonday, 14 March 2011
  • 79. Sponsored Stories A new product to drive word of mouth at scale Value for users: Recommendations from trusted friends are the best kind. Value for businesses:Monday, 14 March 2011
  • 80. Sponsored Stories Sponsored Stories David likes this brand Your Brand David likes this brand Like STEP 1: STEP 2: STEP 3: David likes a brand, A story is generated on If this brand included uses an application, David’s friends’ News Sponsored Stories in their or checks in to a Feeds, which they may or Facebook Ads campaign, location may not see David’s friends see this story in the right columnMonday, 14 March 2011
  • 81. What’s NewMonday, 14 March 2011
  • 82. PlacesMonday, 14 March 2011
  • 83. Places See who’s checked in nearbyMonday, 14 March 2011
  • 84. Places See who’s checked in nearby And tell your friends where you are and who you’re withMonday, 14 March 2011
  • 85. Places See who’s checked in nearby And tell your friends where you are and who you’re with Generating a story in their News FeedMonday, 14 March 2011
  • 86. Deals A new way to connect with customers Reward customers when they check in on Facebook ‣ Generate in-store traffic ‣ Generate buzz among friends online ‣ Build loyaltyMonday, 14 March 2011
  • 87. Individual Deals ‣ Launch a new product, offer a promotion, or reward your customers. This is a great way to drive in-storeMonday, 14 March 2011
  • 88. Loyalty Friend Deals Deals ‣ Reward your most ‣ Encourage customersMonday, 14 March 2011
  • 89. Charity Deals ‣ Give back to the community and incentivize customers to check in by offering charityMonday, 14 March 2011
  • 90. Deals drive foot-traffic that turn into sales Conversion rate for people who actually walk into a store is 20% for retailers and 40%-60% for electronics. 20% 60% Source: Businessweek, August 2010Monday, 14 March 2011
  • 91. Monday, 14 March 2011
  • 92. Measurement SolutionsMonday, 14 March 2011
  • 93. Gain insights: Pages Using Facebook Insights, Page owners can more effectively track and measure growth, sharing, and engagement of their Pages onMonday, 14 March 2011
  • 94. Keys to Social MarketingMonday, 14 March 2011
  • 95. Its’ about relationshipsMonday, 14 March 2011
  • 96. Social fits Prin t within a TV Digital larger digital Social Media strategyMonday, 14 March 2011
  • 97. 70/30Monday, 14 March 2011
  • 98. Be authenticMonday, 14 March 2011
  • 99. How could you build around people? each one of these slides should have statsMonday, 14 March 2011
  • 100. Monday, 14 March 2011