The document provides an overview of how Facebook can benefit Buongiorno Group. It discusses Facebook's large user base and how engaged users are. It then discusses how to set up a Facebook page to connect with customers, including posting updates, using applications, and monitoring page insights. The document also covers best practices for Facebook advertising, such as using colorful images and vague text to generate clicks, and optimizing campaigns based on results. The overall summary is that Facebook offers opportunities to connect with customers and promote a brand or page through free and paid options.

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Van Heuven Goedhartlaan
935
Facebook Social Technology 2011 1181 LD Amstelveen
The Netherlands

2. Presentation
• Who are we?
- Buongiorno
- 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

3. 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.

4. B!Digital The Netherlands 2011

5. Facebook

6. Why does your Company need Facebook?
1. 637m 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 637m users who constantly share who they are, where they
live, what they like and what they want
So take part in the conversation!

7. Facebook penetratie Nederland – Februari 2011
Number of Facebook users
in The Netherlands:
3 774220
User Growth: Facebook Netherlands
User age: 77% between
User Age Distribution: Facebook 18-44
Netherlands
• Men: 49 %
• Women: 51 %

8. 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
The Like Button based on many demographic variables and
When you click on the “like” button, a social interests, and they can promote fb
link to that page is added to your Pages, Applications or external resources.
Facebook Profile and a story is shared
with your friends
Updates
That page can also keep you updated through News feed
your News Feed
Applications
Facebook Pages
Building an application on Facebook gives
Pages are the best way for brands to
you the opportunity to deeply integrate into
connect with their audience and create a
the core Facebook experience and create a
community. Once a user connects to a
seamless experience as users browse
brand page, the page can communicate by
Facebook.
sending updates on the User’s wall

9. Get started with a fanpage!

10. 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

11. Fan Pages: actions

12. 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.

13. Fan pages: 12 reasons for fans to “like” a company page
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% 39 % becomes a fan for brand
8. to get access to exclusive content 25% affilliation reasons
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)

14. 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
• …

15. How do I get fans?
GET FANS!

16. 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 Facebook users can be
Gender Music reached by detailing
Education TV
adverts on their profile
through a wide array of
Workplace Movies
structured/unstructured
Relationship Books
targeting variables
Sexual
Groups
Preference
Language Applications

17. 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
These ads follow the user as they
Connection navigate Facebook. They appear
Links to the Facebook everywhere except for the
Page. Users can Like Homepage
the page straight
from the ad

18. Premium Ads on the homepage

19. Premium ads
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.
Like Engagement Ad Comment Ad Event Ad
Standard Ad Poll Ad Sampling Ad

20. Best Practices for a good campaign
1. Use a definite call-to- action when buying CPC ; click now, find here, win, for
free etc.
2. Use colorful, outstanding photograph’s , symmetric faces work really well.
3. Close-ups of symmetric faces work really well.
4. Be rather vague, don’t tell everything you have to say in the body text, give
them a reason to click
5.Use text only in the body or titles, text in the images is not advisable.
6.Use at least 5 different images, titles and body text to optimize.
7. Think about how you can seduce your audience best, make different images for
men and women/ young and old.
8. Relate to the social context of Facebook.
9. Learn by your mistakes! Make better campaign material based on the results of
the first week.
10.Be original!

21. 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 at the percentage
of clicks came that 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 effect of your
campaign.

22. How can B!Digital help you?
B!Digital is preferred partner for
Facebook advertising
Facebook NL & BE.
• Advice
- How to build a successful Facebook campaign Facebook appointed 2 Account
• Buying Managers to B!Digital NL, which
- Give estimations for the expected amount of means we have 24/7 support.
clicks/views
- Billing Facebook Our ad management interface is
- Setting up premium ad campaigns integrated with the Facebook API
and is the most sophisticated
• Campaign management
management and optimization tool
- Analyzing for social advertising.
- Monitoring
- Optimizing: Intelligent targeting, target on B!Digital delivers performance
friends of “likes” based advertising upon superior
Fan pages targeting and dynamic messaging
• Design and development
• Applications and gadget implementations
• F Connect (connecting websites to Facebook)
• Building and moderate communities

23. 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.

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28. Facebook advertising via mobiel
B!Digital is Lays partner in the mobile voting part of their “Maak de Smaak” campaign.
Since Facebook recently launched Facebook connect for mobile we tested with a
landingspage connected to social media platforms like Hyves, Twitter and of course
Facebook.
1. Send a vote to 4411 and receive a mobile landingpage: m.lays.nl 2. Share your vote on Facebook
3. A “Maak de Smaak” post is published on your Newsfeed 4. Friends see the post and will be
triggered to vote also at www.lays.nl.

29. Contact
Web
www.buongiornodigital.com
Adres
Van Heuven Goedhartlaan 935
1181 LD Amstelveen
Telefoon
+31 (0)20 530 87 60