2010.07 mark cowan - building your brand through facebook

Building Your Brand Through

FacebookMark Cowan – Head of Emerging Markets, EMEA

July 2010

1 Introduction

2 Routes to market

3 Which strategy are we ready for?

4 Success stories

5 Summary

Agenda

To win in today’s world

requires

A different mindset

different approaches

different ways of working

“PEOPLE DON’T TALK IN ORDER TO SHARE STUFF.

THEY SHARE STUFF IN ORDER TO HAVE

SOMETHING TO TALK ABOUT.”- DOUGLAS RUSHKOFF -

Spending over 500 billion minutes per month

Sharing more than 25 billion pieces of content per month

With over 50% logging on every single day

Over 400 million active users per month

More than 1 million developers from 180 countries

Real people, real identities

Facebook ‘Home’ Newsfeed

Social Media is Connections

Real connections in 4 key

segmentsFriends Family

Work ColleaguesBrands

Give people the power

to share and make the

world more open and

connected

FMCGs being open and connected

Routes to Market

From Targeted Reach to

Driving Connections

Brands can focus in 3 key areasFa

cebook A

ds

1 Standard Ads

Engagement Ads

Reach Blocks

Pages

& E

vents 2

Hub for brands

Drive Social Actions

Promote using Ads

Pla

tform 3

Applications

Facebook Connect

Social Plug ins

Targeted Reach

Driving the User away from

Facebook

The Opportunity: Homepage and

ASUHomepage Ads: Standard and Engagement ASU Ads

Standard Homepage Ad

Video Homepage Ad

Driving Engagement

Facebook advertising is

about Engagement and

Connections

Ads: Brands engage consumers …

Video with

commenting

Engage consumers and their

friends in conversation

around your visual assets

Virtual gift

Translate your product into a

virtual gift and let consumers

spread it throughout the social

graph

Poll

Encourage consumers to share

their opinions and compare

with friends

Sampling

Deliver your product to

consumers and let their

friends know

Like

Build lasting connections

with consumers

Event

Get consumers to join you

and their friends in real

(or virtual) events

... who engage each other …

1.7x Ad Recall

2x Message Awareness

4x Purchase Intent

*Nielsen White Paper SocialMedia Study Jun 2010

Brand new Post Engagement Fan

AdsInteract with Poll or Event then Become a

Fan in same AdStandard Polling Ad Polling with Fan Ad

Standard Event AdEvent with Fan Ad

your brand

Engagement Ad impression

engagement

organicimpression

connection

Social branding: distribution

Reach Block: Multiply the effect▪ Reach 100% of all targeted users in one day

▪ An efficient way to serve

impressions to as many users

(in your target) as possible

▪ Logged-in users will see your

ad up to five times (frequency

cap)

▪ Poland: 1.5million daily users, x

million impressions guaranteed

Reach block on

the home page

Long term strategy

Facebook Pages

Pages give brands a voice

3 core benefits

1. Two-way dialogue

2. Custom experiences

3. Insights

Real connections in 4 key segments

Friends Family

Work ColleaguesBrands

The Basics: Wall &

publisherPringles Wall Post Post appears in Newsfeeds of Fans

Custom Tabs deliver Rich media

experienceHTML, Flash & Applications can be embedded

into Tabs

Use Rich Media Tabs to deliver rich content for users to

interact with & share with friends

Fans over time

Fan demographics

Wall Posts

Likes

Comments

Per-post interactions

Upstream traffic data

Deeper insights

October November December January February March April May June July August September

BrandingBuilding awareness and engagement

ConnectionsBuilding consumer

relationships

Publishing & CRMEngaging consumers

in conversation

InitiativeThemes, key

messages, major events/sponsorships

Develop ‘Conversational Calendar’

Platform

Leverage external sites

Like Button Recommendations Login with Faces Comments Activity Feed Like Box Facepile Live Stream

The Like button lets users share pages from your site back to their Facebook profile with one click.

The Recommendations plugingives users personalized suggestions for pages on your site they might like.

The Login with Faces plugin shows profile pictures of the user's friends who have already signed up for your site in addition to a login button.

The Comments plugin lets users comment on any piece of content on your site.

The Activity Feed plugin shows users what their friends are doing on your site through likes and comments.

The Like box enables users to like your Facebook Page and view its stream directly from your website.

The Facepile plugin shows profile pictures of the user's friends who have already signed up for your site.

The Live Stream plug-in lets your users share activity and

comments in real-time as they interact during a live event.

http://developers.facebook.com/plugins

Platform: Social Plug-Ins“Social Media” as Technology

Social in Newsfeeds

Ads with social context increase the value of media. On average

we see a 68% increase in brand lift and 25% lift in

action rate

4.5x Action rate for organics

vs. paid impressions

6.9x action rate on

publishing vs ads

Which Strategy is right?Questions to ask of yourself, your

company and your brand

1) Who will manage my pagethe client, the advertising agency,

the PR agency, the social media agency

2) When do we update the pageIterate, assess your results

3) How do we engage?Play around, don’t be afraid to fail,

trust your audience, learn

4) What content do we use?Who builds the content, what content exists already

5) What partnerships can we leverageUse existing content partnerships to drive content

6) How do we align all mediaUse the conversational calendar,

Utilise touch points

7) How will we measure success?Fans, engagement, ROI, brand lift

Success Stories

▪ Context:

▪ Mars wanted to position themselves around

timely and relevant content for their audience

▪ Strategy:

▪ Leverage England’s presence in the world cup

and become the content provider for updates

around the team

▪ Success:

▪ Over 130,000 Likes of the Page driven

Mars (UK)

▪ Context:

▪ First P&G brand in the UK to invest in engagement activity

▪ Leveraged quirky Mother Nature by allowing her to communicate

with Fans from her own Facebook Page

▪ Strategy:

▪ UK Reach Block running Polls and Video Commenting Ads

▪ Success:

▪ Over 100,000 Likes of the Page driven

▪ Over 20,000 entrants into the Gift’o’Matic competition

Tampax Mother Nature (UK)

Clinique

Virtual Gift application drives viral distribution of the brand

Become A Fan Engagement Ad

▪ Context:

▪ Pringles UK wanted to run UK-centric campaign to

grow Fans in this territory to support offline media

▪ Action:

▪ Series of 2 Reach Blocks plus supporting media using

Like Ads to drive Fans

▪ TV creative used in Facebook Video Ads

▪ Targeted Wall Posting used to target UK Fans only

▪ Results:

▪ 150,000 new UK Fans driven to the Page

▪ 98,000 monthly users of Pringoaaals App

Pringles (UK)

▪ Context:

▪ Braun used Facebook to cover a maximum of men and had

lots of video views

▪ Action:

▪ Male-targeted.

▪ They use 2 vidéo comment targeted on men only…

▪ Results:

▪ 25,000 videos in 2 weeks and a engagement rate of 0.3 %

Braun – Serial Girls (France)

▪ Context:

▪ First P&G brand in France to invest in engagement activity on

Facebook.

▪ Make young women talk easily and build conversations with

funny videos about Max the Tampax

▪ Strategy:

▪ Video commenting ads

▪ Success:

▪ 126% of delivery with more than 1 million impression

▪ Engagement rate of 2.55%

▪ More than 200 000 vidéos vues

Max the Tampax (France)

▪ Context:

▪ “Scada Party in Ibiza”.

▪ Action:

▪ Summer is arriving, and so, Scada

planned a contest where you could win a

weekend in Ibiza and participate in the

“ESCADA Marine Groove”. Just sending a

picture.

▪ Results:

▪ Increase in more than 5, 000 fans

▪ Thousands of Comments & Likes

Escada – Scada Party (Spain)

▪ Context:

▪ Looking to rival Coca Cola coverage of the

World Cup and gain SOV

▪ Action:

▪ Produce player content and applications to

drive engagement with the brand through

leverage of World Cup

▪ Results:

▪ 88,000 likes on the page

Pepsico (Arabia)

▪ Context:

▪ Taking advantage of the famous Fairy slogan in

Spain between two little villages in Spain.

▪ Action:

▪ Contest between Villarriba and Villabajo, to find

out which one is most “cost efficient saving”.

Every Spanish village is invited to participate.

▪ Results:

▪ With a really small budget, they have achieved

new fans in their page, and lots of awareness

and engagement in FB users.

Fairy – (Spain)

▪ Context:

▪ Pringles used Facebook to build the Italian community and

push a contest “Conga”

▪ Action:

▪ Target: 18-24 years old with interests

▪ They used both homepage ads and ASU

▪ Results:

▪ Engagement rate of 0.17 %

▪ 7000 fan in 2 weeks

▪ 28,000 clicks to contest website

Pringles (Italy)

▪ Context:

▪ Driving engagement with Gillette’s male shaving products

▪ Strategy:

▪ 2 Reach Blocks to launch Mac 3

▪ Conversational Calendar to drive Connections

▪ Success:

▪ 250,000 new connections with Page

▪ 2 significant spikes in a activity on Page

Gillette (USA)

Summary

▪ 1) each “share” of your product is a de-facto recommendation (word of mouth

advertising),

▪ 2) your customers identify new, like-minded customers for you (targeting),

▪ 3) promotions can be launched and revised quickly and easily (flexibility),

▪ 4) there are no printing, advertising, or postage costs (cost-savings),

▪ 5) virtual relationships are turned into actual store visits and purchases (ROI),

▪ 6) new customer contact information is acquired for a continued relationship (future

sales), and

▪ 7) research shows that providing special deals for customers in social networks markedly

increases purchases and the propensity to share your brand with others (loyalty).

Benefits of Utilizing Social Media

1 It’s not social media... it’s marketing

2Avoid thinking in campaigns or flights —

be strategic

3 Using old metrics to define success

Things to stay away from

1 Leverage the social graph

2 Build your brand and shape it

3 Go, GO Real, Go Big

4 Map the Strategy

What to focus on

1. Make it social.

“That’s what I do on Facebook.”

2. Keep it simple.“If I understand something, I’m more likely to try it.”

3. Optimize for speed.

“If it’s fast, I’ll do more of it.”

4. Integrate.

“Keep it within my Facebook experience.”

Guiding principles for brands

(c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0

Questions?

mcowan@facebook.com