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Building Your Brand Through
FacebookMark Cowan – Head of Emerging Markets, EMEA
July 2010
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1 Introduction
2 Routes to market
3 Which strategy are we ready for?
4 Success stories
5 Summary
Agenda
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To win in today’s world
requires
A different mindset
different approaches
different ways of working
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“PEOPLE DON’T TALK IN ORDER TO SHARE STUFF.
THEY SHARE STUFF IN ORDER TO HAVE
SOMETHING TO TALK ABOUT.”- DOUGLAS RUSHKOFF -
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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
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Real people, real identities
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Facebook ‘Home’ Newsfeed
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Social Media is Connections
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Real connections in 4 key
segmentsFriends Family
Work ColleaguesBrands
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Give people the power
to share and make the
world more open and
connected
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FMCGs being open and connected
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Routes to Market
From Targeted Reach to
Driving Connections
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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
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Targeted Reach
Driving the User away from
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The Opportunity: Homepage and
ASUHomepage Ads: Standard and Engagement ASU Ads
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Standard Homepage Ad
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Video Homepage Ad
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Driving Engagement
Facebook advertising is
about Engagement and
Connections
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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
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... who engage each other …
1.7x Ad Recall
2x Message Awareness
4x Purchase Intent
*Nielsen White Paper SocialMedia Study Jun 2010
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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
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your brand
Engagement Ad impression
engagement
organicimpression
connection
Social branding: distribution
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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
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Long term strategy
Facebook Pages
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Pages give brands a voice
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3 core benefits
1. Two-way dialogue
2. Custom experiences
3. Insights
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Real connections in 4 key segments
Friends Family
Work ColleaguesBrands
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The Basics: Wall &
publisherPringles Wall Post Post appears in Newsfeeds of Fans
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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
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Fans over time
Fan demographics
Wall Posts
Likes
Comments
Per-post interactions
Upstream traffic data
Deeper insights
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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’
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Platform
Leverage external sites
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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
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Social in Newsfeeds
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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
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4.5x Action rate for organics
vs. paid impressions
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6.9x action rate on
publishing vs ads
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Which Strategy is right?Questions to ask of yourself, your
company and your brand
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1) Who will manage my pagethe client, the advertising agency,
the PR agency, the social media agency
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2) When do we update the pageIterate, assess your results
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3) How do we engage?Play around, don’t be afraid to fail,
trust your audience, learn
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4) What content do we use?Who builds the content, what content exists already
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5) What partnerships can we leverageUse existing content partnerships to drive content
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6) How do we align all mediaUse the conversational calendar,
Utilise touch points
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7) How will we measure success?Fans, engagement, ROI, brand lift
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Success Stories
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▪ 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)
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▪ 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)
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Clinique
Virtual Gift application drives viral distribution of the brand
Become A Fan Engagement Ad
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▪ 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)
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▪ 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)
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▪ 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)
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▪ 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)
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▪ 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)
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▪ 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)
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▪ 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)
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▪ 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)
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Summary
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▪ 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
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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
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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
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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
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(c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
Questions?