eFashion 2011 - Catriona Paton - Info.nl


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  • Almost 2M organic Impressions served over 3 Months. Pathéuses a constantly relevant post strategy, few users hide Pathéfrom their Newsfeeds, resulting in an excellent number of impressions served for every post (peaks of 68.000 Organic Imps per day among fans).
  • Product Launch
  • Clear fan acquisition pattern: fans are acquired through ads and viral effect produced by fan engagement on applications. The phases of heavy fan acquisition are clearly visible in the acquisition peaks and they Correspond to the campaign periods. The latest times (October) show how, as the fan number grow, there is a natural, more marked, viral effect that leads to additional fan growth.
  • eFashion 2011 - Catriona Paton - Info.nl

    1. 1. Facebook for Business:Focus on Fashion<br />Catriona Paton - Info.nl<br />
    2. 2.
    3. 3. The life of a Dutch Facebook user<br />6m<br />4.8+<br />from profile to stream<br />now I can read Dutch<br />4m<br />hello world!<br />(2007)<br />Source: Facebook internal data, Mar 2011<br />Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days<br />
    4. 4. 4.8 mmonthly active users<br />3.7 billion monthly page views<br />30 % penetration of the online population<br />58 % of users return to the site daily<br />93average number of friends<br />1.8 musers access on their mobile<br />82 % of users come back every week<br />Huge Growth and Engagement<br />
    5. 5. Demographics<br />
    6. 6. Facebook: the social ecosystem<br />6<br />
    7. 7. Social Ads<br />Open Graph (Your Website)<br />News Feed<br />News feed<br />News feed<br />Applications<br />Facebook pages<br />
    8. 8. How does the viral effect work?<br />Facebook offers powerful viral opportunities<br />BRAND<br />Earned Media <br />Bought Media <br />Owned Media <br />
    9. 9. Facebook Ads<br />Kick-start the viral effect<br />
    10. 10. The effectiveness of Facebook Ads<br />http://mashable.com/2010/10/18/facebook-brands-likes-study/<br />
    11. 11. Social Ads<br />
    12. 12. Engagement ads<br />Like Ad<br />Comment Ad<br />Polling Ad<br />Event Ad<br />
    13. 13. Targeting <br />
    14. 14. ReachblocksThe Facebook equivalent of a Homepage takeover? <br />Reach every Dutch Facebook user over 24 hours<br /><ul><li>5,333,333 impressions
    15. 15. 1,500,000 unique users</li></li></ul><li>The Facebook Page<br />15<br />
    16. 16. Facebook Pages<br />Much more than just a wall… time to get creative!<br />
    17. 17. Why invest in a Facebook page?<br /><ul><li> Take your message to where your customers already are!
    18. 18. Harness the power of viral marketing
    19. 19. Fans are your brand ambassadors
    20. 20. Keep your business top of mind
    21. 21. See what users react best to
    22. 22. Communicate with your customers
    23. 23. Control brand perception</li></li></ul><li>Use of wall posts – eBay.co.uk<br /><ul><li>Celebrity fashion and looks
    24. 24. Daily deals available
    25. 25. Asking users questions</li></li></ul><li>Fanpage: Organic Impressions<br />
    26. 26. The Value Of A Fan<br />Domino’s Pizza<br />A brand can broadcast a message to all of their fans at any time for free. <br />These could be special offers, general conversations etc and can drive users directly to the point of sale.<br />A user is 25% more likely to click on an ad with social context<br />A user is 4.5 times as likely to click on an organic story than a paid for impression<br />Engagement ads drive traffic directly to your Facebook Page<br />Like Ad<br />More Fans = More Sales<br />Organic impressions drive traffic to your page<br />Users can be driven to the point of sale directly from the page<br />By clicking ‘like’ <br /> a user makes a connection with your brand. <br />This causes a social action which will be seen by 5% of their friends in their newsfeed<br />
    27. 27. Top Tips for a great Facebook Page<br /><ul><li> Give your page a clear purpose
    28. 28. Define your strategy
    29. 29. Page should be fun, useful and shareable
    30. 30. Use applications, games and competitions to add depth
    31. 31. Provide ‘fan only’content
    32. 32. Include plenty of links to your website
    33. 33. Use Facebook Ads to gain fans quickly
    34. 34. Make regular and relevant status updates
    35. 35. Keep content on your page fresh
    36. 36. Ask your fans what they want to see!</li></li></ul><li>Applications<br />Stimulate the viral effect and engage users<br />
    37. 37. Fan Aquisition<br />
    38. 38. H&M– Give users options<br />
    39. 39. Driving sales from Facebook<br />
    40. 40. Applications can be fun<br />
    41. 41. Apps can be functional<br />
    42. 42. All Saints – Brand Perception<br />
    43. 43. International pages<br />
    44. 44. Freya – Speaking to fans<br />
    45. 45. Be beside the catwalk<br />
    46. 46. Real growth following campaigns<br />Campaign 4<br />Campaign 3<br />Campaign 2<br />Campaign 1<br />
    47. 47. Open Graph<br />Use social-plugins to boost the viral effect<br />
    48. 48. Overview of Social Plugins<br />Like anything, anywhere<br />Updates<br />That page can also keep you updated through your News Feed.<br />Your friends<br />Find out what your friends have liked, shared and commented on through the Activity Feed and Recommendations social plugins. These new plugins offer you the same control over what you can see and share as you already have on Facebook<br />
    49. 49. Boosting site engagement<br />IGN’s traffic is up 20%<br />Lovefilm traffic grows 300%<br />Facebook delivers 20% of all comments on cricket content<br />“<br />”<br />
    50. 50. Make social stories from your website<br />
    51. 51. Making shopping more social!<br />
    52. 52. Social Plugins<br />Facebook functionality to enhance your website<br />Like Button<br />Activity Feed<br />Recommendations<br />Like Box<br />Login Button<br />Facepile<br />Comments<br />Live Stream<br />
    53. 53. Facebook Places<br />Some key facts:<br /><ul><li>Released first in US in Aug 2010
    54. 54. Deployed in UK, Italy and France in Sep 2010
    55. 55. Full deployment across Europe TBC
    56. 56. Potentialreach in NL: 1.8M (Facebook mobile users)
    57. 57. key competitors: Foursquare, Gowalla</li></li></ul><li>Facebook Places<br />Who. What. When. And now where.<br />See who’s checked in nearby<br />Tell your friends where you are and who you’re with<br />Generates newsfeed stories<br />
    58. 58. Facebook Places & Deals<br />
    59. 59. Deal Types<br />Friends<br />Individual<br />Loyalty<br />Charity<br />
    60. 60. GAP – Facebook Deals<br /><ul><li>Users could get a free pair of jeans at any GAP store by checking in
    61. 61. Over 28,000 people checked in on that day
    62. 62. Users who missed the jeans got 40% off any purchases
    63. 63. H&M have also used deals to give users a 20% discount</li></li></ul><li>So, to summarize…<br />44<br />
    64. 64. How to activate and engage fans<br />Ignite attention by driving traffic<br />- Facebook ads<br />Boost engagement and the viral effect<br />- Facebook pages and applications<br />Offer relevant promotions & services<br />- Give users a reason to interact<br />Make it easy for users to share<br />- Open Graph helps your content go viral<br />
    65. 65. Catriona@info.nl<br />Questions? Get in touch!<br />