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Il social come strumento di sviluppo del mercato.

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Il social come strumento di sviluppo del mercato.

  1. 1. Capri, 2 ottobre 2013 Il social come strumento di sviluppo del mercato Cris Nulli Client Partner, Facebook
  2. 2. Unparalleled reach and engagement Every day. Every month. That’s 699M people daily 469M people monthly people daily on mobile 61% of monthly active users return daily Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013 Titolo, Capri 2 ottobre 1.15B 819M people monthly on mobile 45% of internet users globally That’s 19% of mobile phone users globally
  3. 3. Facebook in Italy Every day. Every month. >17M people daily >10M >24M people monthly people daily on mobile That’s 71% of internet users in Italy That’s 74% of monthly active users return daily Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013 Titolo, Capri 2 ottobre >16M people monthly on mobile 32% of mobile phone users in Italy
  4. 4. 3 BIG SHIFTS IN COMMUNICATION
  5. 5. DISRUPTION CONNECTION
  6. 6. SEARCH DISCOVERY
  7. 7. HEAVYWEIGHT LIGHTWEIGHT
  8. 8. Clear business objectives for brands Brand differentiation Revenue growth Customer acquisition Titolo, Capri 2 ottobre
  9. 9. Facebook is not a website It is a distribution system. Titolo, Capri 2 ottobre
  10. 10. Striking photo and video real estate across devices Titolo, Capri 2 ottobre
  11. 11. Goals Achieve reach and create awareness among fans and friends of fans of Maggi fix & frisch Gemüse-Pfanne mit Hähnchen, a seasoning mix for chicken and vegetables. Expand its customer base to include a younger demographic, especially young families and mothers. Titolo, Capri 2 ottobre “Facebook was not only a cost-effective way of boosting our reach, it delivered sales efficiently and helped us reach new buyers.” Tina Beuchler, Head of Media Communication, Nestlé Deutschland AG
  12. 12. Facebook offers a positive gross and net ROI: 19% of campaign-driven sales came from Facebook, using only 8% of the total campaign spend. 2.5X greater ROI through Facebook than TV, with much lower cost per reach. Expansive reach: Facebook Ads reached 30% of German online users (~ 13 million). Almost 2 million people were reached exclusively on Facebook. Strong synergistic effect of cross-media exposure: those who saw both Facebook and TV were impacted 54% more greatly than the sum of the individual impacts of either medium. Titolo, Capri 2 ottobre Page post ads
  13. 13. Video Maggi

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