2011.02 Mark Cowan – Facebook best practices and strategies

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Konferencja Rok Facebooka w Polsce

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2011.02 Mark Cowan – Facebook best practices and strategies

  1. 1. Facebook:From Website to PlatformMark CowanHead of Emerging Marketsmcowan@fb.com
  2. 2. Our Sales Vision We’re Here To Reinvent How Brands and Consumers Relate To Each Other
  3. 3. Facebook is more than Social Media its a legitimate media platform 1 322 000 listeners Over 3.2 million active users 2 033 000 listeners 675 000 daily listeners 1.7 million daily users 916 000 daily listeners 1 081 000 listeners 545 000 daily listeners 2 012 000 listeners 1 078 182 viewers 1 685 000 listeners 883 000 daily listeners 912 000 daily listeners 47 514 circulation 97 499 circulation175 000 viewers 272 000 readership 71 418 circulation 1 100 000 readership 861 000 readers hip
  4. 4. to crowd-source
  5. 5. Top votes near: Edinburgh Blairgowrie Peniculk Livingston
  6. 6. Imagine if..all your fanscould try yourfull rangebefore they buy on
  7. 7. Hi Shelly, get the look with STYLER Try L’Oreal
  8. 8. Imagine if..L’Oreal could unite 4.7m 18-35yo women In MENA to form the number 1 beauty community on Facebook
  9. 9. Hair• Stubborn Kinks• Frizz• Weak roots
  10. 10. Where an effectivefocus group…… can be the size of a
  11. 11. Where your content drives traffic tyour own website and adds value your proposition
  12. 12. Where yourcustomersdevelopyour nextproduct…
  13. 13. Where your friendscome shoppingwith you…Even whenyou arealone
  14. 14. Where you can create socialexperiences that break world records…
  15. 15. Where you engage withpeople in ways youwould have neverthought…
  16. 16. …and innovation is aconstantthe virtual economy will be worth $10bn in 2010.
  17. 17. Welcome to the social graph
  18. 18. The world has gone socialyour chance to join the conversation
  19. 19. A Social MediumFrom word of mouth to mass communication
  20. 20. Social Context in advertisingWord of mouth at work BacardiFriends influence friends
  21. 21. Social context increases effectiveness 4 68% 2X lift in ad recall increase in message awareness X increase in purchase intent
  22. 22. Reach Block Value Proposition• Use any Ad format including Engagement Ads ▪ impressions guaranteed Mon-Thu ▪ impressions guaranteed Fri-Sun ▪ Estimated 2m unique users ▪ First 5 imps. of every user over 24 hours ▪ Targeting adult audience or 18+ Become the primary advertiser over 24 hours on Facebook’s highly trafficked Homepage reaching a potential 2.0m+ audience *Delivery & cost subject to market fluctuations and agency pricing structures respectively
  23. 23. Go where your audience is goingReach Blocks serve Premium Ads on Homepage & Profiles
  24. 24. Rotate series of creatives• Build compelling marketing journeys over 24 hours First 2 Impressions 3rd Impressions 4th & 5th Impressions Cobra beer used multiple ads to engage with users. Frequency capped to 5 per user
  25. 25. Insights from engagement adsRunning engagement ads provides you with user insights When running Like, Poll, Events ads you can gain insights into what your fans are into Top TV Top Interests Top Movies Top Music Top Books Shows Harry Potter Reading Eastenders Dirty Dancing Pink Series Pretty Kings of Leon Twilight Music CSI Woman Take That True Stories Cooking Hollyoaks Ghost Queen Bible Shopping Friends Green Mile Learning: Engagement Westlife Martina Cole Walking Soaps Grease campaign insights can be used to help plan your Pages conversational calendar
  26. 26. Innovation
  27. 27. Facebook Connect
  28. 28. CNN.com – An early adopter Audiences could choose to see just their friends Comments or updates from the World The CNN Live Stream produced 8,500 Comments per minute at it’s peak when Obama was speaking The Obama Live Stream ushered in a driving Unique users up new way to watch live broadcast 2m – 6m socially with the world
  29. 29. Socialising the web: Social Plug ins
  30. 30. Social shopping with Levi’s
  31. 31. Social TV with TF1
  32. 32. Social news with CNN
  33. 33. Linking back to Facebook
  34. 34. Benefits Traffic Engagement Customer insights
  35. 35. 68% of US online marketers will implement‘Like’ button
  36. 36. Looking forward….
  37. 37. New Marketing Initiatives - Skoda
  38. 38. ASB Bank
  39. 39. Social Top Ups
  40. 40. Facebook Places Chris Porter is presenting at Bacardi London
  41. 41. PlacesWho. What. When. And now where. See who’s checked in nearby And tell your friends where you are and who you’re with Generating a story in their News Feed
  42. 42. Places – James Blunt
  43. 43. Places – James Blunt
  44. 44. Places – Cheryl Cole
  45. 45. Facebook Deals
  46. 46. Facebook Deals
  47. 47. Facebook Deals - Gap
  48. 48. Facebook Credits
  49. 49. Facebook Credits: A virtual currency Universally accepted across applications Safe and secure Seamlessly integrated into our platform Currently in Beta w/140 applications
  50. 50. Facebook Credits: A virtual currency Buy gifts for a friend at the touch of a button… Buy credits to make purchases with CONNECT partners… Earn credits through completing tasks. competitions, checking in using Facebook places
  51. 51. eCommerce
  52. 52. Amazon.co.uk
  53. 53. Facebook Presence
  54. 54. Facebook Presence
  55. 55. Social Mail
  56. 56. To win in today’s world requires A different mindset different approachesdifferent ways of working
  57. 57. Question? mcowan@fb.comMark CowanHead of Emerging Marketsmcowan@fb.com

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