2011.02 Mark Cowan – Facebook best practices and strategies
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Konferencja Rok Facebooka w Polsce
Transcript of 2011.02 Mark Cowan – Facebook best practices and strategies
Our Sales Vision We’re Here To
Reinvent How
Brands and
Consumers
Relate To Each
Other
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
to crowd-source
Top votes near: Edinburgh
Blairgowrie
Peniculk
Livingston
Imagine if..
all your fans
could try your
full range
before they buy on
Try L’Oreal
Hi Shelly, get the look with STYLER
L’Oreal could unite
4.7m 18-35yo women
the number 1
beauty community
In MENA to form
Imagine if..
on Facebook
Hair • Stubborn Kinks • Frizz • Weak roots
Where an effective focus group… … can be the size of a country
Where your content drives traffic to your own website and adds value to
your proposition
Where your customers develop your next product…
Where your friends
come shopping
with you…
Even when
you are
alone
Where you can create social
experiences that break world
records…
Where you engage with people in ways you would have never thought…
the virtual economy will be worth $10bn in 2010.
…and innovation is a constant
Welcome to the social graph
The world has gone social your chance to join the conversation
A Social Medium From word of mouth to mass communication
Friends influence friends
Bacardi
Social Context in advertising Word of mouth at work
68% lift in
ad recall
2X increase in message
awareness
increase in
purchase intent
4
X
Social context increases effectiveness
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
Go where your audience is going Reach Blocks serve Premium Ads on Homepage & Profiles
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
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
Innovation
Facebook Connect
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
Socialising the web: Social Plug ins
Social shopping with Levi’s
Social TV with TF1
Social news with CNN
Linking back to Facebook
Benefits
Traffic Engagement Customer insights
68% of US online marketers will implement ‘Like’ button
Looking forward….
New Marketing Initiatives - Skoda
ASB Bank
Social Top Ups
Facebook Places
Chris Porter is presenting at Bacardi London
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.
Places – James Blunt
Places – James Blunt
Places – Cheryl Cole
Facebook Deals
Facebook Deals
Facebook Deals - Gap
Facebook Credits
Universally accepted across applications
Safe and secure
Seamlessly integrated into our platform
Currently in Beta w/140 applications
Facebook Credits: A virtual currency
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
eCommerce
Amazon.co.uk
Facebook Presence
Facebook Presence
Social Mail
To win in today’s world
requires
A different mindset
different approaches
different ways of working
