This document discusses how brands can build success on Facebook. It begins by noting that Facebook reaches 1 billion users, or 1 in 7 people worldwide. It then recommends that brands start by defining clear business objectives and building a social strategy around them. The document provides tips for getting fans, engaging fans and their friends, and using advertising to reach more people. It emphasizes focusing on marketing goals over just using social media for its own sake.

1. MAKING THE WORLD MORE OPEN AND CONNECTED

2. Screen Shot 2012-10-22 at 11.45.45
Reach The largest and most engaged community of real
people in the world
1 Billion Users – 1 out of 7 persons in the WORLD

3. Brands
play
a
fundamental
role
in
people’s
expression
and
experience
on
Facebook
Coca-Cola Coca-Cola
is great! is great!
From
advertising… …to stories that
influence

4. Social marketing is like
a Dinner party

6. START by defining your Business
Objective, make it measurable and build
your Social Strategy around it !

7. Social Marketing opens
new Opportunities
CPG
Industry
Objec2ves
The
opportunity
is
to
help
Brand
Managers
as
they
shiO
from
“control”
to
• Drives
sales
through
brand
equity
messaging
• Drive
awareness
and
trial
of
new
brands
and
line
“influence”.
extensions
• Execute
brand
promo2ons
The
opportunity
for
technology
Tech
&
Telco
Industry
Objec2ves
marketers
is
to
turn
their
focus
to
the
• Aggressively
grow
brand
considera2on
• Acquire
new
customers
efficiently
and
increase
people
who
benefit
from
their
products
aFach
rates
instead
of
the
features
of
those
products.
• Increase
loyalty
Facebook
is
a
powerful
way
to
humanize
a
product.
Automo2ve
Industry
Objec2ves
The
Opportunity
for
automo2ve
• Build
awareness
&
considera2on
among
key
marketers
is
to
build
marke2ng
opera2ons
customer
audiences
and
programs
around
the
lifecycle
of
the
• Capture
in-­‐market
shoppers
customer
versus
the
lifecycle
of
the
• Generate
service
&
loyalty
revenue
from
exis2ng
owners
product.

8. Focus on your
Marketing Objectives
Reach
Drive
incremental
reach
&
addi2onal
frequency
to
your
integrated
campaigns
Brand
Impact
Reach
Fans
and
Friends
of
Fans
to
effec2vely
shiO
customers
&
prospects
through
engagement
funnel
Reac=on
Drive
loyalty
and
incremental
sales
by
targe2ng
customers
on
FB
with
relevant
messages
based
on
their
on
&
offline
preferences
and
purchase
history

9. Steps to Brand Building Success on FB
Cri2cal
to
Lay
Founda2ons
in
2012
3. Engage 5. Key
1. Get Fans 2. Reach Fans 4. Amplify
Fans Initiatives

10. Your page is where
your story begins
Determine Your
Brand Purpose
Brand Character
Brand Tone of Voice
Every Brand has a
Story To Tell

11. Get FANS

12. Who are Your Fans ?
Your Fans are your best and most loyal customers
Your Fans purchase more and more frequently your products
Your Fans are your brand advocates on Facebook
Your Fans allow you to reach their friends and extend your reach
How many Fans do I need ?
How many customers do you have ?
How many people in your core target group are on FB?
What is your market share in your segment ?
# of fans as a % of your total potential customer base

13. Deepen your relationships with your best
customers and advocates
Fans and their Fans and their US fans are Users who
friends friends bought 3.5x more connect with
purchase at at Target 27%
likely to drink
Facebook have
Starbucks 38%
more Red Bull at least >2x
the
more frequently once a week lifetime value
frequently than non-fans than those who
do not

14. THE BIGGEST CHALLENGE - CREATING ENGAGING
CONTENT
Why should I Why should I
care? share?
FIRST:
Engagement Insights Social Insights

15. OREO: 100 POSTS IN 100 DAYS

16. Reach Your Fans in
their Newsfeed
3.2 million
personal newspapers
delivered daily
40-­‐150x
more
likely
people
will
consume
branded
content
on
the
news
feed
than
on
a
brand
Page

17. Facebook is
also where
people stay
connected
with brands
wherever they
are

18. Understanding the Facebook Newsfeed Algorithm
If Facebook displayed
everything posted by your
connections, there’s a good
chance you’d be overwhelmed
RECENCY by the waterfall of posts on
your Newsfeed.
Relevancy

19. Activate fans and their friends to achieve objectives
The Facebook population
Friends
of fans
75% Reach Of Your Target
Group
Fans
10% Reach of Your
Target Group
Paid media
Paid media
Paid media
16%
Free
of fans
Source: comScore Power of a Like, June 2011

20. Page post ads and
sponsored stories are the
best advertising formats to
meet Your REACH
Objectives

21. Allocate budgets for “always-on”
promotion of Page posts to fans & friends-
of-fans in news feed
• Promote your posts right after publishing
them to maximize impact
• Be flexible: Reallocate budgets to double
down on posts that get great
engagement

22. Building a brand on Facebook
Love
Heavyweight interactions FANS
&
now and then Rela2onship
Time

23. I Like ! …but which KPI’s should I look at ?
3. Engage 5. Key
1. Get Fans 2. Reach Fans 4. Amplify
Fans Initiatives
# of fans as a % of Virality and Gain High Reach
your total Weekly People and impact on
potential Weekly Reach Talk about you Friend of Fan
customer base Reach Fans & Friends

24. Combine Reach with highly
effective Targeting
capabilities to drive Sales
and Loyalty

25. Find the people you are looking for on Facebook with
innovative targeting options
Demographic
• Age
• Gender
• DMA Social
• Device
• OS • Likes & interests
• Friend connections
• Activity e.g. check-ins
• Gaming e.g. apps
Personal installed
• City/State/Zip
• Birthday
• Education
• Workplace
Off Facebook Data
• Relationship status
• Re-targeting (Facebook Exchange)*
• Customer & Prospect Segmentation
(Custom Audiences)
*FBX not available on Mobile yet

26. Custom Audiences
Custom Audiences The difference between And
Allows marketers to find acquiring fans acquiring fans
their offline customer among people with car among people who own
segments on Facebook interests VW

27. Facebook Exchange - How Does an Advertiser
Know if You’re in the Market for a Car ?
Your web behavior via cookie data anonymously classifies as an “auto intender”:
Over the past 30-90 Visited: Visit Facebook.com
days you searched • cars.com • served an ad by an
for “Cost of New Car” • kellybluebook.com auto advertiser
on a search engine • allstate.com
“60% of people that navigate away from an advertiser's site see a retargeted ad on
Facebook within the first hour” - Triggit

28. Drive business results with Facebook
5
4 Focus on your marketing
objectives – not on social
Improve results and
efficiency with targeting for social’s sake
3 Activate your fans
and drive word of
2 mouth at scale
Deepen
relationships with
your best customers
1
Capitalize on scale
0 and engagement
It’s a Journey