B!digital facebook 2010 oct
-
Upload
buongiorno -
Category
Business
-
view
375 -
download
0
description
Transcript of B!digital facebook 2010 oct
Click to edit Master title style
A Buongiorno company
Facebook Social technology 2010
October 2010A Buongiorno company
• Who are we?
- Buongiorno 2010
- B!Digital Netherlands
• Why does your company needs Facebook?
- Statistics
• Facebook ecosystem
Presentation
A Buongiorno company
• Facebook ecosystem
• Get started with a fanpage
• How do I get Fans?
• How can we help you?
• Cases
Buongiorno Group
• Italian multinational specialized in mobile media.
• Revenue of 259 million euro in 2009.
• 54.5% average growth since 2000.
• Listed to the Milan Stock Exchange.
• Over 1,000 employees in 24 offices worldwide.
A Buongiorno company
• Over 1,000 employees in 24 offices worldwide.
• Presence in 57 countries on five continents.
• Direct connections to over 130 operators, ISPs and
media groups.
• Top 3 player in 8 of the most important mobile
markets.
LoyaltyMarketing Services
ConsumerInteraction
B!Digital The Netherlands 2010
A Buongiorno company
Social Media
MarketingReach
Interaction
• Mobile Sites
• Mobile Applications
•Mobile Tickets
• Consultancy
• Strategy
• Fullfillment
• Mobile Rebate
• CRM
• IMM
• Hot Advertising
• Direct SMS
• Direct MMS * ook op
ReachSocial Media
Marketing
Marketing Services
Loyalty
B!Digital The Netherlands - Product Portfolio
A Buongiorno companyA Buongiorno company
• Mobile Coupons
• SMS & Response
• Fan Pages
• Facebook applicaties
• Advertising
• IMM
• Couponing
• Ad Server
• Mobile Display
• Mobile Ad Sales
* ook op inventory van:
A Buongiorno company
Why does your Company need Facebook?
1. 500m users in the world. This makes Facebook as large as worlds third country
2. Strong engagement platform: An average Facebook user spends 55 minutes per day
on Facebook, logs in twice a day and 50% returns daily
3. Facebook makes Google nervous. In March 2010 Facebook.com surpassed
Google.com in visits (US).
4. Facebook fans spend more money, are loyal and create word of mouth:
A Buongiorno company
4. Facebook fans spend more money, are loyal and create word of mouth:
• Facebook fans spend more money ($71.84 per year more than non-fans)
• Fans are more loyal in continuing using a brand (28 % more likely than non-
fans)
• Fans recommend your product to other fans (41 % more likely than non-fans)
Facebook has 500m users who constantly share who they are, where they
live, what they like and what they want
So take part in the conversation!
Facebook penetratie Nederland – October 2010
Number of Facebook users
in The Netherlands:
2 993 120
A Buongiorno company
User Growth: Facebook Netherlands
User Age Distribution: Facebook Netherlands
User age: 71% between
18-44
• Men: 1.438.880
• Women: 1.488.620
The Facebook ecosystem 9Social ads
Facebook offers the possibility to reachonly the target audience that is relevant foryour Brand/Promotion. Targeting can benbased on many demographic variables andsocial interests, and they can promote fbPages, Applications or external resources.
Facebook Pages
Pages are the best way for brands to
The Like Button
When you click on the “like” button, alink to that page is added to yourFacebook Profile and a story is sharedwith your friends
Updates
That page can also keep you updated throughyour News Feed
Applications
Building an application on Facebook gives
News feed
A Buongiorno company
Pages are the best way for brands toconnect with their audience and create acommunity. Once a user connects to abrand page, the page can communicate bysending updates on the User’s wall
Building an application on Facebook givesyou the opportunity to deeply integrate intothe core Facebook experience and create aseamless experience as users browseFacebook.
Get started with a fanpage!
A Buongiorno company
Using Fanpages for interaction
A Buongiorno company
• Brands can create a presence with a fan page that looks and behaves like User Profiles
to connect and engage with customers and amplify their voice to their friends.
• Your Facebook page is a mini community which you have to keep alive with social
actions to engage your fans. Thereby you create interaction which equals viral marketing
Fan Pages: actions
Pages can embed different custom elements (Video, Images, User Generated content,
polls, applications forms, reviews …) in tabs to make the users experience more
engaging, stimulate interaction and trigger the viral effect
A Buongiorno company
Fan pages: Engaging your fans on facebook with applications
• Applications are designed to enhance the user experience on Facebook with
engaging games and useful features like Events and Photos.
• Applications are designed to enhance the user experience on Facebook with
engaging games and useful features like Events and Photos.
A Buongiorno company
• Users can interact with applications and share their actions with their
friends, giving more visibility and triggering the viral effect.
• Users can interact with applications and share their actions with their
friends, giving more visibility and triggering the viral effect.
1. to receive discounts and promotions 40%
2. to show my support for the company to others 39%
3. to get a “freebie” 36%
4. to stay informed about the activities of the company 34%
5. to get updates on future products 33%
6. to get updates on upcoming sales 30%
7. for fun or entertainment 29%
8. to get access to exclusive content 25%
9. someone recommended it to me 22%
Fan pages: 12 reasons for fans to “like” a company page
39 % becomes a fan for brand
affilliation reasons
A Buongiorno company
9. someone recommended it to me 22%
10. to learn more about the company 21%
11. for education about company topics 13%
12. to interact 13%
(Bron: ExactTarget 25 augustus 2010)
Fan Pages: Insights 15
• Brands can monitor their facebook community through a set of detailed
metrics about fans and their behavior within the page.
A Buongiorno company
• Several insights are available to page owners:
• Demographics
• Countries/Cities/Languages
• Fans growth
• Media consumption
• Page views
• …
How do I get fans?
GET FANS!
A Buongiorno company
GET FANS!
Facebook advertising– A new way of targeting
Unlike “traditional” online display advertising, facebook
social ads are targeted on the user’s profile rather than on the
properties they might visit: is therefore possible to show ads
to specific groups of users based on their behavior and the
personal information they share on the site, raising
consistently the advertising efficacy.
Structured Unstructured
Location Activities
A Buongiorno company
Location Activities
Age/Birthday Interests
Gender Music
Education TV
Workplace Movies
Relationship Books
Sexual Preference
Groups
Language Applications
Facebook users can be
reached by detailing
adverts on their profile
through a wide array of
structured/unstructured
targeting variables
Facebook Rest-of-side Ads
Standard can link to an
external URL or
within Facebook
EventLinks to Event
A Buongiorno company
Links to Event
Page. Users can
RSVP straight from
the ad
Connection Links to the Facebook
Page. Users can Like
the page straight
from the ad
These ads follow the user as they
navigate Facebook. They appear
everywhere except for the
Homepage
Premium Ads on the homepage
A Buongiorno company
Premium ads
Connection AdComment Ad
Event Ad
These engagement ads appear on the Facebook homepage. They generate a Newsfeed
story on the Notification Wall and create a big viral effect due to the recommendations
users see from your friends. Premium ads can be displayed as a reach block (homepage
takeover for a day) or targeted based on cpm rates.
A Buongiorno company
Sampling Ad (UK, USA and France only) Poll AdLike engagement Ad
How can B!Digital help you?
Facebook advertising
• Advice
- How to build a successful Facebook campaign
• Buying
- Give estimations for the expected amount of
clicks/views
- Billing Facebook
- Setting up premium ad campaigns
• Campaign management
B!Digital is preferred partner for
Facebook NL & BE.
Facebook appointed 2 Account
Managers to B!Digital NL, which
means we have 24/7 support.
Our ad management interface is
integrated with the Facebook API
and is the most sophisticated
management and optimization tool
A Buongiorno company
• Campaign management
- Analyzing
- Monitoring
- Optimizing: Intelligent targeting, target on
friends of “likes”
Fan pages
• Design and development
• Applications and gadget implementations
• F Connect (connecting websites to Facebook)
• Building and moderate communities
management and optimization tool
for social advertising.
B!Digital delivers performance
based advertising upon superior
targeting and dynamic messaging
Click to edit Master title style
A Buongiorno company
Cases
A Buongiorno company
Miss Sixty by B!DigitalB!Digital developed a social strategy for Miss Sixty. A rich-content, interactive Public Page, as well as
regular text, photo and video updates to Fans have allowed Miss Sixty to reach a combined user base
of 45 000 Fans in only 3 months.
Use of a vanity URL to
encourage users to
bookmark the fan page
and make it memorable to
improve return visits.
A Buongiorno company
improve return visits.
Events can be used to put a
time frame on certain
elements of the campaign
keeping the brand front of
mind.
3Italia by B!Digital
3 Italia was looking for a Facebook
strategy to interact with their fans on
Facebook. B!Digital developed a fan
page with a game and application for
Blackberry users. To drive fan rates
several ads were used to promote
the page.
The result were:
A Buongiorno company
• 21.000 fans in only a few weeks.
• Over 100million impressions
• 10.000 players of the game
Applications/games add
depth to an offering. They
can also create social
actions which increase the
reach of the page amongst
like-minded users
Facebook advertising via mobiel
B!Digital verzorgt het mobiele stemgedeelte van de “Maak de Smaak” campagne van
Lays. Je kunt per dag 1 keer afzonderlijk via mobiel, Hyves en Lays.nl stemmen. Om
de actie ook op Facebook onder de aandacht te brengen heeft B!Digital een mobiele
landingspagina voorgesteld die mobiel verbindt met Facebook.
1 2 3 4
A Buongiorno company
1. Je stuurt een sms met de favoriete smaak naar 4411 en krijgt een sms met de mobiele link m.lays.nl terug. 2.
Vervolgens deel je de actie via Facebook 3. Op je Newsfeed wordt de “Maak de Smaak” post geplaatst 4. Je
vrienden zien de post op mobiel en web en linken door naar www.lays.nl
Inspiration: Coca-Cola fan page Amusing video content is one of the easiest
ways of creating viral content on a Facebook
page
Fun, helpful,
shareability? This is
what to think about
when building a
page or application.
The most successful
pages have all three
A Buongiorno company
pages have all three
Downloadable content adds value to
a page, even if the content seems
very simple
A selection of advertising cases by B!Digital
A Buongiorno company
Premium ad
Contact
Web
www.buongiornodigital.com
A Buongiorno company
Adres
Van Heuven Goedhartlaan 935
1181 LD Amstelveen
Telefoon
+31 (0)20 530 87 60
A Buongiorno company