Few vital stats on reach of facebook with some good examples of how some brands have used it to genertae brand communities and campaigns

1. Driving the Facebook
Effect for brands in the UK
Sam Malcolm/Agency Sales

2. Give people the power toGive people the power to
shareshare and make the worldand make the world
moremore openopen andand
connectedconnected

4. Facebook ‘Home’ Newsfeed
Where users spend time communicating with friends & brands

5. Facebook is growing

6. 500M
monthly active users
150M
mobile users
Global reach
Source: Facebook Ad Tool & Internal data

7. More than 60%
of users return daily in UK

8. 27 millionActive Users in the UK

9. =
13M+
Daily reach in UK
Episode 1 World Cup Final
=
13M 13M

10. 200
Friends
26mins
Session time
With high engagement
Source: Facebook internal data, July 2010

11. Gender Age
Facebook has a mainstream user base
Source: Total active audience Facebook internal data August 2010

12. Ways to market

13. 2 dedicated Ad positions
PremiumPremium
AdAd
AdAd
SpacSpac
ee
UnitUnit

14. Premium Image Ads
Driving traffic on or off Facebook

15. Video Lightbox on Facebook

16. HD is possible
Pages & Ads can now deliver HD quality video

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

18. Engagement Ads
Event Video commenting
Poll Sampling
Like

19. Marmite Sampling Ad
Circa 30,000 cereal
bars were requested
and distributed within
a 2 week period.

20. Targeting

21. Target specific audiences
TV Shows
Country
City
Town
Age
Gender
Music
Movies
Political View
InterestsSchool
Workplace
College
Relationship
Books
Celebrities

22. Target on a demographic & behavioral level: Kit Kat Senses
Accurately targeting your audience
13.2m13.2m 6.5m6.5m 1.6m+1.6m+
Females in
the UK
aged 18-35
18-35
Adults in
the UK
Female Fashionistas 16-
34 :
who like: Fashion, Fashion Design,
Fashion TV, fashion magazines, fashion
shows, Beauty, America's Next Top
Model, Handbags, Shoes, shopping for
shoes, Shoppin, Shoping, Designer
Purses, Designer Jeans, Designer
Clothes, High Heels, Hair, Celebrity
Gossip, Glamour, Cosmo, Cosmopolitan,
Sex And The City, The Devil Wears
Prada, Lipstick Jungle, The Hills, Pretty
Woman, Friends, Ugly Betty

23. Clusters generated using Profile, Group
Use Facebook’s Cluster Targeting
895,000895,000
Mums
2.7m2.7m
Pets
1.75m1.75m
Fashion
1.15m1.15m
Green
629,850629,850
iPhone
2.31m2.31m
Sports

24. Facebook Pages

25. Facebook Pages – content ‘Hub’ for FMCG brands
Create unique dialogue between brand & audience
Develop deeper
relationship with
consumers
Drive Fans & Post
directly into their
Newsfeeds
Create a 2-way
dialogue

26. Hub for all communications
Update
status
Wall for brand
and user
communication
Build a fan
base
Tabs for rich
content

27. Best in Class

28. Skinny Cow - Facebook as a central hub
Vanity URL was used in above the line advertising
Tabbed approach used for to
house different bits of content
Generating 11,000 fans
in the first week, an
above the line
campaign using
Facebook as a fully
integrated ‘Hub’ for the
campaign
A bespoke application
run by Kelly Brooke
allowed users to tag
items of clothes they
wanted for the chance
to win them.

29. Ben & Jerry’s – Free Cone Day
Ben & Jerry’s France
Katie O’Brien, who helped oversee the
campaign said,
”We gave away 500,000 virtual
cones and in real life we gave
away about a million!"
Ben & Jerry’s ran the
hugely successful Free
Scoop Day in the US
before launching a
network of global
Pages with
accumulative Fans of
2m+
Ben & Jerry’s US/Global

30. P&G Tampax Mother Nature campaign
Light hearted tone of
voice generates
100,000’s of Comments
on the Wall
Mother Nature Gift-O-
Matic Application gives
users the opportunity
to win prizes 7 fun
forfeits they can share
with friends
Mother nature is a
real person who
attends premieres &
events to speak to
the female public
P&G Mother Nature has
used a real character to
introduce fun & sharing
into the femcare market
– 70,000 Fans in the K
with 20,000 unique users
of the Application

31. Louis Vuitton – Live Stream
Customised Tabs deliver content
related initiatives such as latest
World Cup magazine campaign
Louis Vuitton have
driven over 1m Likes to
their Page since
launching in 2010 when
they Live Streamed
their Spring Fashion
Show ion Facebook
attracting over 46,000
views of the content
Louis Vuitton use their Wall to
keep Fans up to date with their
latest news
Louis Vuitton
show the first
of its kind to
be broadcast
via Facebook

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