B!digital facebook 2010


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B!digital facebook 2010

  1. 1. A Buongiorno company Click to edit Master title style Facebook Social technology 2010 14 October 2010 A Buongiorno company
  2. 2. A Buongiorno company • Who are we? - Buongiorno 2010 - B!Digital Netherlands • Why does your company needs Facebook? - Statistics • Facebook ecosystem • Get started with a fanpage • How do I get Fans? • How can we help you? • Cases Presentation
  3. 3. A Buongiorno company Buongiorno Group • Italian multinational specialized in mobile media. • Revenue of 259 million euro in 2009. • 54.5% average growth since 2000. • Listed to the Milan Stock Exchange. • Over 1,000 employees in 24 offices worldwide. • Presence in 57 countries on five continents. • Direct connections to over 130 operators, ISPs and media groups. • Top 3 player in 8 of the most important mobile markets.
  4. 4. A Buongiorno company Loyalty Social Media Marketing Marketing Services Reach Consumer Interaction B!Digital The Netherlands 2010
  5. 5. A Buongiorno companyA Buongiorno company • Mobile Sites • Mobile Applications •Mobile Tickets • Mobile Coupons • SMS & Response • Consultancy • Strategy • Fullfillment • Fan Pages • Facebook applicaties • Advertising • Mobile Rebate • CRM • IMM • Couponing • Hot Advertising • Direct SMS • Direct MMS • Ad Server • Mobile Display • Mobile Ad Sales * ook op inventory van: Reach Social Media Marketing Marketing Services Loyalty B!Digital The Netherlands - Product Portfolio
  6. 6. A Buongiorno company Facebook
  7. 7. A Buongiorno company Why does your Company need Facebook? 1. 500m users in the world. This makes Facebook as large as worlds third country 2. Strong engagement platform: An average Facebook user spends 55 minutes per day on Facebook, logs in twice a day and 50% returns daily 3. Facebook makes Google nervous. In March 2010 Facebook.com surpassed Google.com in visits (US). 4. Facebook fans spend more money, are loyal and create word of mouth: • Facebook fans spend more money ($71.84 per year more than non-fans) • Fans are more loyal in continuing using a brand (28 % more likely than non- fans) • Fans recommend your product to other fans (41 % more likely than non-fans) Facebook has 500m users who constantly share who they are, where they live, what they like and what they want So take part in the conversation!
  8. 8. A Buongiorno company Facebook penetratie Nederland – November 2010 User Growth: Facebook Netherlands User Age Distribution: Facebook Netherlands User age: 71% between 18-44 Number of Facebook users in The Netherlands: 3 138 100 • Men: 49 % • Women: 51 %
  9. 9. A Buongiorno company The Facebook ecosystem Social ads Facebook offers the possibility to reach only the target audience that is relevant for your Brand/Promotion. Targeting can ben based on many demographic variables and social interests, and they can promote fb Pages, Applications or external resources. Facebook Pages Pages are the best way for brands to connect with their audience and create a community. Once a user connects to a brand page, the page can communicate by sending updates on the User’s wall The Like Button When you click on the “like” button, a link to that page is added to your Facebook Profile and a story is shared with your friends Updates That page can also keep you updated through your News Feed Applications Building an application on Facebook gives you the opportunity to deeply integrate into the core Facebook experience and create a seamless experience as users browse Facebook. News feed
  10. 10. A Buongiorno company Comparing with Hyves, Facebook is not a profile based social network. Facebook users spent the most time at their own Newsfeed, where they get updates of their friends and the pages they follow. To generate more awareness as a brand, it is very important to be present in this stream of information. To gain presence of visibility a brand has to let her users interact with her page/application. Facebook vs. Hyves
  11. 11. A Buongiorno company Get started with a fanpage!
  12. 12. A Buongiorno company Using Fanpages for interaction • Brands can create a presence with a fan page that looks and behaves like User Profiles to connect and engage with customers and amplify their voice to their friends. • Your Facebook page is a mini community which you have to keep alive with social actions to engage your fans. Thereby you create interaction which equals viral marketing
  13. 13. A Buongiorno company Fan Pages: actions
  14. 14. A Buongiorno company Fan pages: Engaging your fans on facebook with applications • Applications are designed to enhance the user experience on Facebook with engaging games and useful features like Events and Photos. • Users can interact with applications and share their actions with their friends, giving more visibility and triggering the viral effect.
  15. 15. A Buongiorno company 1. to receive discounts and promotions 40% 2. to show my support for the company to others 39% 3. to get a “freebie” 36% 4. to stay informed about the activities of the company 34% 5. to get updates on future products 33% 6. to get updates on upcoming sales 30% 7. for fun or entertainment 29% 8. to get access to exclusive content 25% 9. someone recommended it to me 22% 10. to learn more about the company 21% 11. for education about company topics 13% 12. to interact 13% (Bron: ExactTarget 25 augustus 2010) Fan pages: 12 reasons for fans to “like” a company page 39 % becomes a fan for brand affilliation reasons
  16. 16. A Buongiorno company Fan Pages: Insights • Brands can monitor their facebook community through a set of detailed metrics about fans and their behavior within the page. • Several insights are available to page owners: • Demographics • Countries/Cities/Languages • Fans growth • Media consumption • Page views • …
  17. 17. A Buongiorno company How do I get fans? GET FANS!
  18. 18. A Buongiorno company Facebook advertising– A new way of targeting Unlike “traditional” online display advertising, facebook social ads are targeted on the user’s profile rather than on the properties they might visit: is therefore possible to show ads to specific groups of users based on their behavior and the personal information they share on the site, raising consistently the advertising efficacy. Structured Unstructured Location Activities Age/Birthday Interests Gender Music Education TV Workplace Movies Relationship Books Sexual Preference Groups Language Applications Facebook users can be reached by detailing adverts on their profile through a wide array of structured/unstructured targeting variables
  19. 19. A Buongiorno company Facebook Rest-of-side Ads Standard can link to an external URL or within Facebook Event Links to Event Page. Users can RSVP straight from the ad Connection Links to the Facebook Page. Users can Like the page straight from the ad These ads follow the user as they navigate Facebook. They appear everywhere except for the Homepage
  20. 20. A Buongiorno company Premium Ads on the homepage
  21. 21. A Buongiorno company Premium ads Like Engagement Ad Comment Ad Event Ad Sampling Ad (UK, USA and France only)Poll Ad These engagement ads appear on the Facebook homepage. They generate a Newsfeed story on the Notification Wall and create a big viral effect due to the recommendations users see from your friends. Premium ads can be displayed as a reach block (homepage takeover for a day) or targeted based on Cpm rates. Standard Ad
  22. 22. A Buongiorno company How can B!Digital help you? Facebook advertising • Advice - How to build a successful Facebook campaign • Buying - Give estimations for the expected amount of clicks/views - Billing Facebook - Setting up premium ad campaigns • Campaign management - Analyzing - Monitoring - Optimizing: Intelligent targeting, target on friends of “likes” Fan pages • Design and development • Applications and gadget implementations • F Connect (connecting websites to Facebook) • Building and moderate communities B!Digital is preferred partner for Facebook NL & BE. Facebook appointed 2 Account Managers to B!Digital NL, which means we have 24/7 support. Our ad management interface is integrated with the Facebook API and is the most sophisticated management and optimization tool for social advertising. B!Digital delivers performance based advertising upon superior targeting and dynamic messaging
  23. 23. A Buongiorno company Go beyond the click to discover what’s really valuable. When you use engagement ads or “like” ads to promote your app or fanpage also look the percentage of clicks came from social endorsement. The viral effect of your campaign relies on 1) Social impressions: ad impressions that include social endorsements 2) Social clicks: clicks on ads that originated from an ad with social endorsements B!Digital can give you insight in the viral affect of your campaign.
  24. 24. A Buongiorno company Guidelines for setting up promotions: 5 basic rules 1. Read the Facebook promotion guidelines http://www.facebook.com/promotions_guidelines.php 3. Don’t call Facebook your “partner” 4. Understand local rules, and how they can affect your Facebook promotion 5. Heed Facebook’s formatting requirements You can only administer a promotion through an application on the Facebook Platform and you can only have users enter the promotion in specific locations on your Page. Either the canvas Page of an app or an application box in a tab on your Page may be used for entry into your promotion on Facebook. 6. Don’t require Facebook actions like “Like” “Tag”, “Share” Many advertisers on Facebook neglect this rule. However your page can be deleted when pursuing to use these actions for promotional purposes. You can’t ask people to tag or share content in order to enter a contest. You can however require to “like” to enter a promotional tab on your fanpage.
  25. 25. A Buongiorno company Click to edit Master title style Cases A Buongiorno company
  26. 26. A Buongiorno company 3Italia by B!Digital 3 Italia was looking for a Facebook strategy to interact with their fans on Facebook. B!Digital developed a fan page with a game and application for Blackberry users. To drive fan rates several ads were used to promote the page. The result were: • 21.000 fans in only a few weeks. • Over 100million impressions • 10.000 players of the game Applications/games add depth to an offering. They can also create social actions which increase the reach of the page amongst like-minded users
  27. 27. A Buongiorno company Samsung Galaxy Apollo- engagemnet ad Homepage engagement Ad (reachblock, 5 different versions) linked to an application on Samsung Galaxy Apollo’s fanpage
  28. 28. A Buongiorno company Samsung Galaxy Apollo – application Landing on application Tab within Fan Page
  29. 29. A Buongiorno company Samsung Galaxy Apollo – action flow Request for permission Application starts gathering profile pictures from friends
  30. 30. A Buongiorno company Samsung Galaxy Apollo – Wall post Publication on user’s Wall
  31. 31. A Buongiorno company Inspiration: Coca-Cola fan page Amusing video content is one of the easiest ways of creating viral content on a Facebook page Fun, helpful, shareability? This is what to think about when building a page or application. The most successful pages have all three Downloadable content adds value to a page, even if the content seems very simple
  32. 32. A Buongiorno company Facebook advertising via mobiel B!Digital verzorgt het mobiele stemgedeelte van de “Maak de Smaak” campagne van Lays. Je kunt per dag 1 keer afzonderlijk via mobiel, Hyves en Lays.nl stemmen. Om de actie ook op Facebook onder de aandacht te brengen heeft B!Digital een mobiele landingspagina voorgesteld die mobiel verbindt met Facebook. 1. Je stuurt een sms met de favoriete smaak naar 4411 en krijgt een sms met de mobiele link m.lays.nl terug. 2. Vervolgens deel je de actie via Facebook 3. Op je Newsfeed wordt de “Maak de Smaak” post geplaatst 4. Je vrienden zien de post op mobiel en web en linken door naar www.lays.nl 1 2 3 4
  33. 33. A Buongiorno company A selection of advertising cases by B!Digital Premium ad
  34. 34. A Buongiorno company Contact Adres Van Heuven Goedhartlaan 935 1181 LD Amstelveen Telefoon +31 (0)20 530 87 60 Web www.buongiornodigital.com
  35. 35. A Buongiorno company