This document discusses using Facebook as a marketing and sales channel. It proposes building fan engagement through mechanisms like contests and promotions to grow a fan base. It also discusses implementing loyalty programs on Facebook through social credits earned from experiences that can be redeemed for discounts and upgrades. Whitefire Social is presented as a partner that can help set up and analyze various social media promotions on Facebook and other channels.

2. Contents
! Facebook as marketing and sales
channel
! Loyalty Programs in Facebook
! Social promotions with Whitefire Social
! Underlined; the company

3. FACEBOOK AS MARKETING AND SALES CHANNEL

4. Our concept goals
! Build and Grow;
Build and grow your fan base using
mechanisms on Facebook that creates
engagement.
! Brand positioning and commerce;
Combine a mobile experience and
Facebook experience, with engagement
and in store concepts enhanced with
augmented reality and sharing.
• Activate;
Leverage concepts that invites people
to share, like and react to your brand
message. Create your top influencers.

5. Social media; who is your promoter!
Listen, Learn and react (defensive) Commerce (offensive)
• Targeted towards brand reputation • Building the brand
• Targeted towards new commercial channels

6. Facebook marketing
Being there Get Involved Connect!
Fanpage Likes Opt-ins

7. What is the value of a like?
Source: ExactTarget

8. What’s beyond the like?
FC Barcelona – 21.000.000 likes
Leo Messi – 25.000.000 likes
• Likes mean nothing without interaction
• Each like has 130 relationships that you can
influence
• Even though FC Barcelona has a lot of fans,
what commercial marketing is applied?
• Internet rules also apply for social media!
NO POP-UPS!

9. LOYALTY PROGRAMS IN FACEBOOK

10. Rogers: basic rules for social media
• Transparency
• Ask questions and co-create
• Provide content that is fun to share
or provides you and your friends benefit
• Low involved?
Look for engagement, through:
• Sponsorship
• Sports and entertainment programs
• Corporate Social Responsibility

11. Rogers Canada
• Extensive entertainment program with
exclusive content for Rogers subscribers:
• Free music downloads
• Exclusive free games
• Discount on premium seats for live-nation
concerts, Blue Jays baseball and Maple
Leafs Hockey
• Available via iPhone, Android, iPad,
Facebook and web

12. Underlined Facebook loyalty concepts
FAN Events New retail channels
Social
Credits
FAN Stores Gamification

13. Loyalty scheme for people that experience
• All the components let you earn Social Credits
• These social credits are exclusive for your brand
• Social Credits:
Social Media
lovers
• Redeem to get discount to play games, visit
events, purchase from the fan store and use to
upgrade your brand experience!
• Make available on smartphones, loyalty cards and
more.

14. FAN Events
• Engage with fans
• Use channels they use
• Full event cycle opportunities:
• pre, during and post event

15. New retail channels
Social Media and Mobile go hand-in-hand
• People that use a smartphone are 50% more engaged in social media.
• Social experience stores and mobile stores are up and coming.
• Global reach and local presence?

16. Facebook FAN Store

17. Gamefying your business
• Gaming drives involvement
• leaderboards
• Levels and badges
• All about sharing
• Play against your friends
• Become a winner!

18. SOCIAL PROMOTIONS WITH WHITEFIRE SOCIAL

19. Leverage promotions to extend your reach!
Building your fan base:
Facebook and Linked-in contests;
! share and win
! discount and coupon programs
! photo and video user competitions
! Trivia games
! Leader boards
Extend your fan-base and opt-in marketing and sales
database
Extend your e-mail base with opt-ins
Generate leads and additional sales

20. Exclusive European partner of Whitefire Social
• Facebook promotions, through pages and apps!
• Strong analytics to measure social insights
• Follow your fans and your promoters
• Component based software for easy and quick deployment
of Facebook promotions, twitter and linkedin
• Integrated with Releaze for direct mobile use of promotions
in native iPhone, Android and Blackberry apps
• Fully serviced in the US, Canada and Europe with local
instances running that apply to local regulations and rules

21. Compare social promotions against traditional
Consumers spend a lot of time on social 83%
Opinion of a friend who has used the product or service
media, so what’s the effectiveness of:
75%
A review in a newspaper, magazine or on TV
• Google advertising versus Facebook/ 69%
Information on the manufacturer’s site
LinkedIn advertising
A review by a known expert 63%
• Banner advertising versus Facebook
Consumer reviews on a retailer’s site 60%
likes and sharing & Twitter, Linkedin
followers/retweets Consumer reviews by users of a content site 52%
Information at online consumer opinion sites 50%
• e-mail opt-in versus Facebook and
LinkedIn opt-in An online review by the editors of a content site 49%
Information in online chat rooms or discussions boards 37%
• Recommended by a friend !
An online review by a blogger 30%

22. New measures and insights!
• Social lift
• Influencers, channels and sharing

23. Whitefire Social Whitefire Social Whitefire
Facebook campaign Social
application builder Dashboard
Fan database

25. Underlined
! Team of seasoned professionals in the area of
Social CRM, connected devices and internet.
! Full service provider for Social Media initiatives;
! Concept Development
! Concept Delivery
! Fully serviced Whitefire Social platform
! Strong partners with European reach.
! Specialized in building engagement and collect
marketing knowledge for your team, leveraging
ready-to-use fully serviced Social Media
software, campaign management and monitoring
of your influencers and social lift.

26. Typical engagement
The engagement can be tailored to your needs. We can deliver:
! Creative concepts for loyalty and social media engagement
! Setup of:
! the social media platform,
! mobile platform,
! game platform,
! ticketing platform
! Strategize and execution of the loyalty program and
management of partnerships with e.g. SEE tickets.
! Strategize and execution of social media campaigns.
! Strategize and execution of community management and
communication tactics.

27. Our Partners
! Whitefire Social; European partner and local instance running for all Social
Engagement Solutions of Whitefire in Europe
! Get Tickets: full ticketing solution for all kind of events, integrated with Whitefire
and mobile, including payments.
! Commercial.TV: full service production company for high-end video production
and streaming throughout Europe.
! Releaze: mobile solutions for realtime data and commerce on your iPhone,
Android, iPad and tablets. Partner of Infostrada to deliver realtime sports data
direct to your mobile device.
! Xeative Entertainment: gaming solutions for social media
! Brightmen and Coolwords: Community building and communication strategy for
building meaningful communities.

28. Our Markets
! Entertainment
! Sports and Media
! Banking and Insurance
! Telco s
! Fashion and Retail

29. www.underlined.eu