fullsix - facebook marketing bootcamp
TRANSCRIPT
FACEBOOK MARKETING BOOTCAMP
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
BEN TROVATI
Alessio Angiolillohead of DMC
performancesocial media
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
THE RECENT PRESENTFullsix and Facebook - the last cases
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
Vodafone 360
This is a banner that allows, after
the log in, to compose the user
account name using pictures of
his Facebook friends pictures.
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
Panetteria Maiello
It is an application in witch
user can find all the
Panetteria Maiello Episodes.
A famous Italian Web comedy
Vodafone reached
1.000.000 likes.
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
THE PRESENT PRESENTwhat’s hot
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
FullReader
Fullsix releases its first own app.
A qr code reader allowing
sharing every content
everywhere.
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
Yoga FruttyCao
In 3 weeks the FruttyCao fanpage
reached 1.450 discussions.
• set up page
• community management
• Feed conversation
on a very vertical community
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
Da off a on lineSocial streaming Barilla
An app with 3 kinds of
streaming:
• video
• twitter feeds and comments
• facebook live chat.
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
THE PRESENT FUTUREsocial currency
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
THE END OF BUSINESS AS USUAL
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
The End of Business As Usual
explores each layer of the
complex consumer revolution
that is changing the future of
business, media, and culture.
SOCIAL COMMERCE
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
2. Involvement GAMIFICATION OF PURCHASE INTENT
1. Currency FACEBOOK CREDITS
OUR KEY INTERESTS
Sharing
Email Signup Fans
User Generated ContentReferrals
RegistraDons
Purchase
Tweets
Check-‐ins
SMS Signup
In-‐Store
Contest Entries
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
AS INCENTIVES FOR…
Marketers
Gives a FB Credits as incen8ve for purchase or visits o check in…
Users accumulate FB Credits (wallet)
Users purchase goods on Facebook
Main benefits:
Loyalty
Incremental sales
ROI on MKT ac8vi8es
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
Category Results Client
Advertising • CTR’s on FB ads were 3x higher on average• Record low CPA’s (-65%) compared to other ad copy
Fan Engagement
• Increase Fan Count (+1000% increase – from 150k to 1.8M fans in 6 mos.)
• Lower Fan Abandonment (-35%)
Virality • Customers share 60-70% of the time • Viral Shares account for 30% of incremental actions
Incremental Sales • Higher on site conversion rate (3x) • Top affiliate performing driver (15,000 orders during Mothers Day / V-Day)
Public Case Studies: http://ads.ak.facebook.com/ads/FacebookAds/1800Flowers_CaseStudy.pdf (1800 Flowers) https://ifeelgoods.box.net/shared/9dm412ikagtpzx91pfd8 (Ice.com)
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
FACEBOOK CREDITS PROMOTIONS HAVE IMPROVED RETAILER METRICS :
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
1. Currency
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
FACEBOOK CREDITS
2. Involvement
OUR KEY INTERESTS
GAMIFICATION OF PURCHASE INTENT
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556
www.badgeminton.it
T H A N K S
© FullSIX 2009-‐2010 -‐ Strictly confiden8al, all rights reserved -‐ www.fullsix.it -‐ Viale del Ghisallo 20, 20151 Milano, Italy -‐ Phone +39 02 899 68 1 -‐ Fax +39 02 899 68 556