2011.02 mark cowan – facebook best practices and strategies
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Konferencja Rok Facebooka w PolsceTRANSCRIPT
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Our Sales Vision We’re Here To
Reinvent How
Brands and
Consumers
Relate To Each
Other
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Facebook is more than Social Media its a legitimate media platform
Over 3.2 million active users
1.7 million daily users
2 033 000 listeners
916 000 daily listeners
1 322 000 listeners
675 000 daily listeners
1 081 000 listeners
545 000 daily listeners
2 012 000 listeners
883 000 daily listeners
1 685 000 listeners
912 000 daily listeners
175 000 viewers
1 078 182 viewers
71 418 circulation
861 000 readers hip
97 499 circulation
1 100 000 readership
47 514 circulation
272 000 readership
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to crowd-source
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Top votes near: Edinburgh
Blairgowrie
Peniculk
Livingston
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Imagine if..
all your fans
could try your
full range
before they buy on
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Try L’Oreal
Hi Shelly, get the look with STYLER
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L’Oreal could unite
4.7m 18-35yo women
the number 1
beauty community
In MENA to form
Imagine if..
on Facebook
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Hair • Stubborn Kinks • Frizz • Weak roots
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Where an effective focus group… … can be the size of a country
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Where your content drives traffic to your own website and adds value to
your proposition
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Where your customers develop your next product…
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Where your friends
come shopping
with you…
Even when
you are
alone
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Where you can create social
experiences that break world
records…
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Where you engage with people in ways you would have never thought…
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the virtual economy will be worth $10bn in 2010.
…and innovation is a constant
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Welcome to the social graph
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The world has gone social your chance to join the conversation
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A Social Medium From word of mouth to mass communication
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Friends influence friends
Bacardi
Social Context in advertising Word of mouth at work
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68% lift in
ad recall
2X increase in message
awareness
increase in
purchase intent
4
X
Social context increases effectiveness
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Reach Block Value Proposition • Use any Ad format including Engagement Ads
▪ impressions guaranteed Mon-Thu
▪ impressions guaranteed Fri-Sun
▪ Estimated 2m unique users
▪ First 5 imps. of every user over 24 hours
▪ Targeting adult audience or 18+
Become the primary advertiser over 24 hours on Facebook’s highly trafficked
Homepage reaching a potential 2.0m+ audience
*Delivery & cost subject to market fluctuations and agency pricing structures respectively
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Go where your audience is going Reach Blocks serve Premium Ads on Homepage & Profiles
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Rotate series of creatives • Build compelling marketing journeys over 24 hours
Cobra beer used multiple ads to engage with users. Frequency capped to 5 per user
First 2 Impressions
3rd Impressions
4th & 5th Impressions
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Insights from engagement ads Running engagement ads provides you with user insights
When running Like, Poll, Events ads you can gain insights into what your fans are into
Top Interests Top TV Shows
Top Movies Top Music Top Books
Reading Eastenders Dirty Dancing Pink Harry Potter
Series
Music CSI Pretty
Woman Kings of Leon
Twilight
Cooking Hollyoaks Ghost Take That
True Stories
Shopping Friends Green Mile Queen
Bible
Walking Soaps Grease Westlife
Martina Cole
Learning: Engagement campaign insights can be used to help plan your Pages conversational calendar
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Innovation
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Facebook Connect
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CNN.com – An early adopter
Audiences could choose to see just their friends Comments or updates
from the World
The Obama Live Stream ushered in a new way to watch live broadcast
socially with the world
The CNN Live Stream produced 8,500
Comments per minute at it’s peak when
Obama was speaking driving Unique users up
2m – 6m
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Socialising the web: Social Plug ins
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Social shopping with Levi’s
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Social TV with TF1
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Social news with CNN
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Linking back to Facebook
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Benefits
Traffic Engagement Customer insights
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68% of US online marketers will implement ‘Like’ button
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Looking forward….
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New Marketing Initiatives - Skoda
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ASB Bank
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Social Top Ups
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Facebook Places
Chris Porter is presenting at Bacardi London
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See who’s checked in nearby
Generating a story in their News Feed
And tell your friends where you are and who you’re with
Places Who. What. When. And now where.
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Places – James Blunt
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Places – James Blunt
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Places – Cheryl Cole
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Facebook Deals
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Facebook Deals
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Facebook Deals - Gap
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Facebook Credits
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Universally accepted across applications
Safe and secure
Seamlessly integrated into our platform
Currently in Beta w/140 applications
Facebook Credits: A virtual currency
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Buy credits to make purchases with CONNECT partners…
Buy gifts for a friend at the touch of a button…
Earn credits through completing tasks. competitions, checking in using Facebook places
Facebook Credits: A virtual currency
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eCommerce
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Amazon.co.uk
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Facebook Presence
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Facebook Presence
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Social Mail
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To win in today’s world
requires
A different mindset
different approaches
different ways of working