This document discusses how brands can build their brand through Facebook. It outlines several key strategies including using Facebook ads, pages, and events to drive engagement and connections. It provides examples of success stories from brands like Mars, Tampax, Clinique, and Pringles that drove new fans and engagement through targeted reach campaigns, video ads, and virtual gifts. The summary emphasizes that social media requires a different mindset focused on building real connections through speed, simplicity, and social integration.
2020 Social Decoding Employee Communities2020 Social
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Slides from the 2020 Social workshop on Decoding Employee Communities.
This deck has been used for the following workshops:
- Talk at CII Connect Coimbatore 2010.
Update history:
- March 2010
2020 Social Decoding Employee Communities2020 Social
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Slides from the 2020 Social workshop on Decoding Employee Communities.
This deck has been used for the following workshops:
- Talk at CII Connect Coimbatore 2010.
Update history:
- March 2010
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
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Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
Apps, APIs and Opportunities: Platform integration and opportunitiesViadeo
Â
Platform integration is at the heart of next generation social networks. Creative developers are starting to spin a new web
of integrated services through carefully constructed apps but do businesses get it? Can this move towards enhanced integration open doors to true virtual mobility for business users or are apps and APIs really just for consumers wanting to play Scrabble and raise virtual farm animals?
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
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Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...Digiday
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This presentation will illustrate the superior power of experience-driven social marketing, and why more and more marketers are making it a part of their mix. Come hear how putting the consumer front and center is generating the most powerful earned media the marketing industry has seen. Youâll learn how earned media generated by in-person experiences drives deeper engagement, more passionate advocacy and bigger sales lifts.
Presenter: Peter Storck, svp of research, House Party @pstorck
Social Media broadcast platform that creates Brand Channels where entertainment can be broadcasted just like a network channel on Facebook. Brands and entertainment can reach a global audience. Broadcast Live events, pre-recorded, VOD, PPV.
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
Â
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
Apps, APIs and Opportunities: Platform integration and opportunitiesViadeo
Â
Platform integration is at the heart of next generation social networks. Creative developers are starting to spin a new web
of integrated services through carefully constructed apps but do businesses get it? Can this move towards enhanced integration open doors to true virtual mobility for business users or are apps and APIs really just for consumers wanting to play Scrabble and raise virtual farm animals?
How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo S...Kenshoo
Â
Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...Digiday
Â
This presentation will illustrate the superior power of experience-driven social marketing, and why more and more marketers are making it a part of their mix. Come hear how putting the consumer front and center is generating the most powerful earned media the marketing industry has seen. Youâll learn how earned media generated by in-person experiences drives deeper engagement, more passionate advocacy and bigger sales lifts.
Presenter: Peter Storck, svp of research, House Party @pstorck
Social Media broadcast platform that creates Brand Channels where entertainment can be broadcasted just like a network channel on Facebook. Brands and entertainment can reach a global audience. Broadcast Live events, pre-recorded, VOD, PPV.
Socialarc - Is Your Facebook Content Getting Lost In The Wild?Socialarc
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Only some of your fans see your content...so how do you maximize reach and impressions? To get the most impact from your Facebook content, you need to understand more about the Facebook News Feed and how to drive higher organic reach.
This presentation is a step-by-step guide, along with some handy tips including:
- Measuring content performance
- Driving audience engagement
- Optimizing media spend
Facebook Advertising: From Content to ConversionsMiva
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What if all of your future customers were in one place, clamoring for information about your brand and products? They are. Weâll explore how to open up a true dialogue with your social media audience, creating great content and putting it to work with Facebook Power Editor and Ads Manager to drive clicks and conversions.
MivaCon 2016, Thursday session 3.
This isn't the holy grail; but rather a road-tested 'cheat sheetâ for quick wins on your Facebook page
We're interested in your tips also so we can do a Volume 2.
For an overview on Soap's social offering visit
http://www.soapcreative.com/social/
Marketers, be our valentine! So this Valentine's Day, MarketingProfs would like to shower our community with what you deserve: A whole lot of love. Enjoy these valentines especially for marketers... and pass them around!
Content marketing is the hottest news in the world of marketing today. This month alone Google launched their +1 tool for recommending great content and also announced that they will start tracking and will rank individual content creators (not just the web sites). So how does this apply to you and the adventure travel industry? A strategic online content marketing strategy can effectively bring travel experiences to life (using words, as well as video, images and more) and also establish you and your brand as an expert or thought leader in a specific travel niche. Further, unlike traditional marketing tactics, itâs an outlet over which you have complete control.
This webinar, the first in a series on content marketing strategy, will introduce you to the basics of Content Marketing for the Adventure Travel Industry by illustrating how your blog can be the center of your content marketing strategy. Suppliers (properties and operators) and U.S. tour operators can partner to generate outstanding content and the webinar will conclude by offering three tips you can use immediately to start generating outstanding online marketing content.
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital Influence
2010.07 Mark Cowan - Building Your Brand Through Facebook
1. Building Your Brand Through
Facebook
Mark Cowan â Head of Emerging Markets, EMEA
July 2010
2. Agenda
1 Introduction
2 Routes to market
3 Which strategy are we ready for?
4 Success stories
5 Summary
3. To win in todayâs world
requires
A different mindset
different approaches
different ways of working
4. âPEOPLE DONâT TALK IN ORDER TO SHARE STUFF.
THEY SHARE STUFF IN ORDER TO HAVE
SOMETHING TO TALK ABOUT.â
- DOUGLAS RUSHKOFF -
5. Over 400 million active users per month
With over 50% logging on every single day
Spending over 500 billion minutes per month
Sharing more than 25 billion pieces of content
More than 1 million developers from 180 countri
13. Brands can focus in 3 key areas
Facebook Ads
Platform
Pages & Events
1 2 3
Standard Ads Hub for brands Applications
Engagement Ads Drive Social Actions Facebook Connect
Reach Blocks Promote using Ads Social Plug ins
19. Ads: Brands engage consumers âŠ
Like Poll Virtual gift
Translate your product into a
virtual gift and let consumers
spread it throughout the social
Build lasting connections Encourage consumers to share graph
with consumers their opinions and compare
with friends
Event Video with Sampling
commenting
Deliver your product to
Engage consumers and their consumers and let their
Get consumers to join you
friends in conversation friends know
and their friends in real
around your visual assets
(or virtual) events
20. ... who engage each other âŠ
1.7x Ad Recall
2x Message Awareness
4x Purchase Intent
*Nielsen White Paper SocialMedia Study Jun 2010
21. Brand new Post Engagement Fan
Ads
Interact with Poll or Event then Become a
Fan in Polling Ad Ad
Standard same Polling with Fan Ad
Event with Fan Ad
Standard Event Ad
23. Reach Block: Multiply the effect
âȘ Reach 100% of all targeted users in one day
âȘ An efficient way to serve
impressions to as many users
(in your target) as possible
âȘ Logged-in users will see your
ad up to five times (frequency
cap)
âȘ Poland: 1.5million daily users, x
million impressions guaranteed
Reach block on
the home page
29. The Basics: Wall &
publisher
Pringles Wall Post Post appears in Newsfeeds of Fans
30. Custom Tabs deliver Rich media
experience
HTML, Flash & Applications can be embedded
into Tabs
Use Rich Media
Tabs to deliver rich
content for users to
interact with &
share with friends
31. Deeper insights
Fans over time
Fan demographics
Wall Posts
Likes
Comments
Per-post interactions
Upstream traffic data
32. Develop âConversational Calendarâ
October November December January February March April May June July August September
Initiative
Themes, key
messages, major
events/sponsorships
Branding
Building awareness
and engagement
Connections
Building consumer
relationships
Publishing & CRM
Engaging consumers
in conversation
34. Platform: Social Plug-Ins
âSocial Mediaâ as Technology
Like Button Recommendations Login with Faces Comments Activity Feed Like Box Facepile Live Stream
The Like buttonFacesplug-into like
The Live Streamshows share
Facepile plugin plugin lets
Activity Feed pluginplugin
Comments lets users shows
Login with pluginusersprofile
Recommendationslets users
box enables shows
picturesusers ofpiece
your pictures Page friends its
users from personalized to who
comment on any site back content
profilewhat their friendsofviewtheir
givesFacebook user'sandare and
pagesusers theshare activity doing
your of your the user's
have already signed on your
stream site.through likes and
on yourdirectly already website.
friends who for from up forclick.
suggestions havewithyour signed
Facebook profilepages one your site
site
comments in real-time as they
site.
comments.
up for your site
they might like. in addition to a
interact during a live event.
login button.
http://developers.facebook.com/plugins
50. Mars (UK)
âȘ Context:
âȘ Mars wanted to position themselves around
timely and relevant content for their audience
âȘ Strategy:
âȘ Leverage Englandâs presence in the world cup
and become the content provider for updates
around the team
âȘ Success:
âȘ Over 130,000 Likes of the Page driven
51. Tampax Mother Nature (UK)
âȘ Context:
âȘ First P&G brand in the UK to invest in engagement activity
âȘ Leveraged quirky Mother Nature by allowing her to communicate
with Fans from her own Facebook Page
âȘ Strategy:
âȘ UK Reach Block running Polls and Video Commenting Ads
âȘ Success:
âȘ Over 100,000 Likes of the Page driven
âȘ Over 20,000 entrants into the GiftâoâMatic competition
52. Clinique
Become A Fan Engagement Ad
Virtual Gift application drives viral distribution of the brand
53. Pringles (UK)
âȘ Context:
âȘ Pringles UK wanted to run UK-centric campaign to
grow Fans in this territory to support offline media
âȘ Action:
âȘ Series of 2 Reach Blocks plus supporting media using
Like Ads to drive Fans
âȘ TV creative used in Facebook Video Ads
âȘ Targeted Wall Posting used to target UK Fans only
âȘ Results:
âȘ 150,000 new UK Fans driven to the Page
âȘ 98,000 monthly users of Pringoaaals App
56. Escada â Scada Party (Spain)
âȘ Context:
âȘ âScada Party in Ibizaâ.
âȘ Action:
âȘ Summer is arriving, and so, Scada
planned a contest where you could win a
weekend in Ibiza and participate in the
âESCADA Marine Grooveâ. Just sending a
picture.
âȘ Results:
âȘ Increase in more than 5, 000 fans
âȘ Thousands of Comments & Likes
57. Pepsico (Arabia)
âȘ Context:
âȘ Looking to rival Coca Cola coverage of the
World Cup and gain SOV
âȘ Action:
âȘ Produce player content and applications to
drive engagement with the brand through
leverage of World Cup
âȘ Results:
âȘ 88,000 likes on the page
58. Fairy â (Spain)
âȘ Context:
âȘ Taking advantage of the famous Fairy slogan in
Spain between two little villages in Spain.
âȘ Action:
âȘ Contest between Villarriba and Villabajo, to find
out which one is most âcost efficient savingâ.
Every Spanish village is invited to participate.
âȘ Results:
âȘ With a really small budget, they have achieved
new fans in their page, and lots of awareness
and engagement in FB users.
59. Pringles (Italy)
âȘ Context:
âȘ Pringles used Facebook to build the Italian community and
push a contest âCongaâ
âȘ Action:
âȘ Target: 18-24 years old with interests
âȘ They used both homepage ads and ASU
âȘ Results:
âȘ Engagement rate of 0.17 %
âȘ 7000 fan in 2 weeks
âȘ 28,000 clicks to contest website
60. Gillette (USA)
âȘ Context:
âȘ Driving engagement with Gilletteâs male shaving products
âȘ Strategy:
âȘ 2 Reach Blocks to launch Mac 3
âȘ Conversational Calendar to drive Connections
âȘ Success:
âȘ 250,000 new connections with Page
âȘ 2 significant spikes in a activity on Page
62. Benefits of Utilizing Social Media
âȘ 1) each âshareâ of your product is a de-facto recommendation (word of mouth
advertising),
âȘ 2) your customers identify new, like-minded customers for you (targeting),
âȘ 3) promotions can be launched and revised quickly and easily (flexibility),
âȘ 4) there are no printing, advertising, or postage costs (cost-savings),
âȘ 5) virtual relationships are turned into actual store visits and purchases (ROI),
âȘ 6) new customer contact information is acquired for a continued relationship (future
sales), and
âȘ 7) research shows that providing special deals for customers in social networks markedly
increases purchases and the propensity to share your brand with others (loyalty).
63. Things to stay away from
1 Itâs not social media... itâs marketing
Avoid thinking in campaigns or flights â
2 be strategic
3 Using old metrics to define success
64. What to focus on
1 Leverage the social graph
2 Build your brand and shape it
3 Go, GO Real, Go Big
4 Map the Strategy
65. Guiding principles for brands
1. Make it social.
âThatâs what I do on Facebook.â
2. Keep it simple.
âIf I understand something, Iâm more likely to try it.â
3. Optimize for speed.
âIf itâs fast, Iâll do more of it.â
4. Integrate.
âKeep it within my Facebook experience.â
66. (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
Questions?
mcowan@facebook.com