Facebook Marketing Strategy for Buongiorno Company
1. A Buongiorno company
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Facebook Social technology 2010
14 October 2010
A Buongiorno company
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. 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.
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
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. 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. 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. 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
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
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. 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. 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
• …
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. 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
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. 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. 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. 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.
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. 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
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. 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
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