This document discusses how brands can build their brand through Facebook. It outlines several key strategies including using Facebook ads, pages, and events to drive engagement and connections. It provides examples of success stories from brands like Mars, Tampax, Clinique, and Pringles that drove new fans and engagement through targeted reach campaigns, video ads, and virtual gifts. The summary emphasizes that social media requires a different mindset focused on building real connections through speed, simplicity, and social integration.

1. Building Your Brand Through
Facebook
Mark Cowan – Head of Emerging Markets, EMEA
July 2010

2. Agenda
1 Introduction
2 Routes to market
3 Which strategy are we ready for?
4 Success stories
5 Summary

3. To win in today’s world
requires
A different mindset
different approaches
different ways of working

4. “PEOPLE DON’T TALK IN ORDER TO SHARE STUFF.
THEY SHARE STUFF IN ORDER TO HAVE
SOMETHING TO TALK ABOUT.”
- DOUGLAS RUSHKOFF -

5. Over 400 million active users per month
With over 50% logging on every single day
Spending over 500 billion minutes per month
Sharing more than 25 billion pieces of content
More than 1 million developers from 180 countri

6. Real people, real identities

7. Facebook ‘Home’ Newsfeed

8. Social Media is Connections

9. Real connections in 4 key
segments Friends Family
Brands Work Colleagues

10. Give people the power
to share and make the
world more open and
connected

11. FMCGs being open and connected

12. Routes to Market
From Targeted Reach to
Driving Connections

13. Brands can focus in 3 key areas
Facebook Ads
Platform
Pages & Events
1 2 3
Standard Ads Hub for brands Applications
Engagement Ads Drive Social Actions Facebook Connect
Reach Blocks Promote using Ads Social Plug ins

14. Targeted Reach
Driving the User away from
Facebook

15. The Opportunity: Homepage and
ASU Ads: Standard and Engagement
Homepage ASU Ads

16. Standard Homepage Ad

17. Video Homepage Ad

18. Driving Engagement
Facebook advertising is
about Engagement and
Connections

19. Ads: Brands engage consumers …
Like Poll Virtual gift
Translate your product into a
virtual gift and let consumers
spread it throughout the social
Build lasting connections Encourage consumers to share graph
with consumers their opinions and compare
with friends
Event Video with Sampling
commenting
Deliver your product to
Engage consumers and their consumers and let their
Get consumers to join you
friends in conversation friends know
and their friends in real
around your visual assets
(or virtual) events

20. ... who engage each other …
1.7x Ad Recall
2x Message Awareness
4x Purchase Intent
*Nielsen White Paper SocialMedia Study Jun 2010

21. Brand new Post Engagement Fan
Ads
Interact with Poll or Event then Become a
Fan in Polling Ad Ad
Standard same Polling with Fan Ad
Event with Fan Ad
Standard Event Ad

22. Social branding: distribution
Engagement Ad impression your
brand
engagement
organic
impression
connection

23. Reach Block: Multiply the effect
▪ Reach 100% of all targeted users in one day
▪ An efficient way to serve
impressions to as many users
(in your target) as possible
▪ Logged-in users will see your
ad up to five times (frequency
cap)
▪ Poland: 1.5million daily users, x
million impressions guaranteed
Reach block on
the home page

24. Long term strategy
Facebook Pages

26. Pages give brands a voice

27. 3 core benefits
1. Two-way dialogue
2. Custom experiences
3. Insights

28. Real connections in 4 key segments
Friends Family
Brands Work Colleagues

29. The Basics: Wall &
publisher
Pringles Wall Post Post appears in Newsfeeds of Fans

30. Custom Tabs deliver Rich media
experience
HTML, Flash & Applications can be embedded
into Tabs
Use Rich Media
Tabs to deliver rich
content for users to
interact with &
share with friends

31. Deeper insights
Fans over time
Fan demographics
Wall Posts
Likes
Comments
Per-post interactions
Upstream traffic data

32. Develop ‘Conversational Calendar’
October November December January February March April May June July August September
Initiative
Themes, key
messages, major
events/sponsorships
Branding
Building awareness
and engagement
Connections
Building consumer
relationships
Publishing & CRM
Engaging consumers
in conversation

33. Platform
Leverage external sites

34. Platform: Social Plug-Ins
“Social Media” as Technology
Like Button Recommendations Login with Faces Comments Activity Feed Like Box Facepile Live Stream
The Like buttonFacesplug-into like
The Live Streamshows share
Facepile plugin plugin lets
Activity Feed pluginplugin
Comments lets users shows
Login with pluginusersprofile
Recommendationslets users
box enables shows
picturesusers ofpiece
your pictures Page friends its
users from personalized to who
comment on any site back content
profilewhat their friendsofviewtheir
givesFacebook user'sandare and
pagesusers theshare activity doing
your of your the user's
have already signed on your
stream site.through likes and
on yourdirectly already website.
friends who for from up forclick.
suggestions havewithyour signed
Facebook profilepages one your site
site
comments in real-time as they
site.
comments.
up for your site
they might like. in addition to a
interact during a live event.
login button.
http://developers.facebook.com/plugins

37. Social in Newsfeeds

38. 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

39. 4.5x Action rate for organics
vs. paid impressions

40. 6.9x action rate on
publishing vs ads

41. Which Strategy is right?
Questions to ask of yourself, your
company and your brand

42. 1) Who will manage my page
the client, the advertising agency,
the PR agency, the social media agency

43. 2) When do we update the page
Iterate, assess your results

44. 3) How do we engage?
Play around, don’t be afraid to fail,
trust your audience, learn

45. 4) What content do we use?
Who builds the content, what content exists already

46. 5) What partnerships can we leverage
Use existing content partnerships to drive content

47. 6) How do we align all media
Use the conversational calendar,
Utilise touch points

48. 7) How will we measure success?
Fans, engagement, ROI, brand lift

49. Success Stories

50. Mars (UK)
▪ Context:
▪ Mars wanted to position themselves around
timely and relevant content for their audience
▪ Strategy:
▪ Leverage England’s presence in the world cup
and become the content provider for updates
around the team
▪ Success:
▪ Over 130,000 Likes of the Page driven

51. Tampax Mother Nature (UK)
▪ Context:
▪ First P&G brand in the UK to invest in engagement activity
▪ Leveraged quirky Mother Nature by allowing her to communicate
with Fans from her own Facebook Page
▪ Strategy:
▪ UK Reach Block running Polls and Video Commenting Ads
▪ Success:
▪ Over 100,000 Likes of the Page driven
▪ Over 20,000 entrants into the Gift’o’Matic competition

52. Clinique
Become A Fan Engagement Ad
Virtual Gift application drives viral distribution of the brand

53. Pringles (UK)
▪ Context:
▪ Pringles UK wanted to run UK-centric campaign to
grow Fans in this territory to support offline media
▪ Action:
▪ Series of 2 Reach Blocks plus supporting media using
Like Ads to drive Fans
▪ TV creative used in Facebook Video Ads
▪ Targeted Wall Posting used to target UK Fans only
▪ Results:
▪ 150,000 new UK Fans driven to the Page
▪ 98,000 monthly users of Pringoaaals App

54. Braun – Serial Girls (France)
▪ Context:
▪ Braun used Facebook to cover a maximum of men and had
lots of video views
▪ Action:
▪ Male-targeted.
▪ They use 2 vidéo comment targeted on men only…
▪ Results:
▪ 25,000 videos in 2 weeks and a engagement rate of 0.3 %

55. Max the Tampax (France)
▪ Context:
▪ First P&G brand in France to invest in engagement activity on
Facebook.
▪ Make young women talk easily and build conversations with
funny videos about Max the Tampax
▪ Strategy:
▪ Video commenting ads
▪ Success:
▪ 126% of delivery with more than 1 million impression
▪ Engagement rate of 2.55%
▪ More than 200 000 vidéos vues

56. Escada – Scada Party (Spain)
▪ Context:
▪ “Scada Party in Ibiza”.
▪ Action:
▪ Summer is arriving, and so, Scada
planned a contest where you could win a
weekend in Ibiza and participate in the
“ESCADA Marine Groove”. Just sending a
picture.
▪ Results:
▪ Increase in more than 5, 000 fans
▪ Thousands of Comments & Likes

57. Pepsico (Arabia)
▪ Context:
▪ Looking to rival Coca Cola coverage of the
World Cup and gain SOV
▪ Action:
▪ Produce player content and applications to
drive engagement with the brand through
leverage of World Cup
▪ Results:
▪ 88,000 likes on the page

58. Fairy – (Spain)
▪ Context:
▪ Taking advantage of the famous Fairy slogan in
Spain between two little villages in Spain.
▪ Action:
▪ Contest between Villarriba and Villabajo, to find
out which one is most “cost efficient saving”.
Every Spanish village is invited to participate.
▪ Results:
▪ With a really small budget, they have achieved
new fans in their page, and lots of awareness
and engagement in FB users.

59. Pringles (Italy)
▪ Context:
▪ Pringles used Facebook to build the Italian community and
push a contest “Conga”
▪ Action:
▪ Target: 18-24 years old with interests
▪ They used both homepage ads and ASU
▪ Results:
▪ Engagement rate of 0.17 %
▪ 7000 fan in 2 weeks
▪ 28,000 clicks to contest website

60. Gillette (USA)
▪ Context:
▪ Driving engagement with Gillette’s male shaving products
▪ Strategy:
▪ 2 Reach Blocks to launch Mac 3
▪ Conversational Calendar to drive Connections
▪ Success:
▪ 250,000 new connections with Page
▪ 2 significant spikes in a activity on Page

61. Summary

62. Benefits of Utilizing Social Media
▪ 1) each “share” of your product is a de-facto recommendation (word of mouth
advertising),
▪ 2) your customers identify new, like-minded customers for you (targeting),
▪ 3) promotions can be launched and revised quickly and easily (flexibility),
▪ 4) there are no printing, advertising, or postage costs (cost-savings),
▪ 5) virtual relationships are turned into actual store visits and purchases (ROI),
▪ 6) new customer contact information is acquired for a continued relationship (future
sales), and
▪ 7) research shows that providing special deals for customers in social networks markedly
increases purchases and the propensity to share your brand with others (loyalty).

63. Things to stay away from
1 It’s not social media... it’s marketing
Avoid thinking in campaigns or flights —
2 be strategic
3 Using old metrics to define success

64. What to focus on
1 Leverage the social graph
2 Build your brand and shape it
3 Go, GO Real, Go Big
4 Map the Strategy

65. Guiding principles for brands
1. Make it social.
“That’s what I do on Facebook.”
2. Keep it simple.
“If I understand something, I’m more likely to try it.”
3. Optimize for speed.
“If it’s fast, I’ll do more of it.”
4. Integrate.
“Keep it within my Facebook experience.”

66. (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
Questions?
mcowan@facebook.com