שיווק בפייסבוק - איך זה עובד?
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כיצד עובדת אסטרטגיית השיווק בפייסבוק, מהן המטרות, היעדים וכיצד זה עובד?TRANSCRIPT
1Introduction
2Social M edia & Facebook
3Facebook Ad Strategy
4Case Studies/Pages
5Sum m ary
Agenda
Evolution of discoveryHow consum ers find inform ation
UGC + Social ContextFacebo
ok
Digital Directory
YahooeBay
Search
Search engine
marketing
UGC + Directory
Yelp
DirectoryPhoneboo
ks,local ads, newspaper
s
Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169
W hen considering purchasing a product or service, which of the following two are your m ost trusted and valuable sources of inform ation?
Opinion of friends is m ost influential
Power of the Social Graph is changing discovery
People are only one dim ension of the social graph
The social graph is the network of real connections through which people communicate and share information
What is Facebook?
Give people the power to
share and m ake the world m ore open and c onnec t ed
Shifting from what a few think we should want…
… .to asking our friends and fam ily… in real tim e
From “W ho are you?” to “W hat’s happening?”
2004/2005
2006
2007
2008
2009
What users and brands do on FacebookUsers and brands interact seamlessly on the Facebook Platform
Photo’s
Events
Video
Comments
Messages
Groups
Page
s
Applications
The Facebook Story
Facebook Today
#1 property on the Internet (tim e on site)Over 200 billion m onthly page views
Over 250 platform apps with over 1m active users
Over 2.5 billion photos uploaded per m onth
Over 65 m illion active users using Facebook M obile
Over 1.6 billion chat m essages a day
TRUSTe ranked Facebook as top ten m ost trusted com paniesOver 6 billion m inutes spent online every day
Over 3.5 billion pieces of content uploaded every week
Over 1.4 m illion photos served per second
Huge Growth and Engagem ent
Profile exam pleProfil BeispielFacebook auf DeutschFacebook in English
Custom ization at m assive scale – Translation Services
Growth in Israel continues
Source: Facebook internal data, Feb 2010Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days.
0
2
4
6
8
10
12
2 .6Over m
Facebook Today - Israel
Over 3 billion m onthly page views
Over 50% penetration of the online population
Over 450k users access Facebook on m obile in Israel
143 Average num ber of friends on Facebook in Israel
Over 55% of users return to the site daily
Huge Growth and Engagem ent
Over 2.6m m onthly active Users in Israel
Over 80% of users com e back to Facebook every week
Israel - Online Landscape: Nov 09
0 10 20 30 40 50 60 70 80 90 1000
5
10
15
20
25
Reach
Ave
rage
Usa
ge D
ays
per
Vis
itor
Source: Com score: Nov 09
Note: S ize of Bubble Represents Total Time S pent per Month (MM)
Source: Facebook Internal Data, Jan 2010
Dem ographic breakdown - Israel
Strong user engagement globallyFacebook is part of the daily routine for users
27 Minutes*
Average minutes per usage day
2.2 Visits*
Average visits per usage day
57% Daily
Active users log in daily
Source: Facebook, Dec 2009, *ComScore Nov 2009
Our Ad Strategy From Targeted Reach to Driving Connections
Brands can focus in 3 key areas
Social changes everythingReal People Sharing and Connecting
Social changes everything
From…
Traditional Online
…To
Engagem ent
Com m unication in m edia is shifting
Standard Ad ApproachFacebook Ads
Interrupt user activityAlign with user activities
Shorter window of opportunity25 mins average session per visit
Communicate a messageBecome part of the conversation
Passive intake of AdsAds as shareable, social currency
PUSHPULL
Targeted ReachDriving the User away from Facebook
The Opportunity: Hom epage and ASU
Homepage Ads – 1 per page:•Daily Users: 1.5m
•Daily Page Views: 15m•Monthly Page Impressions: 450m
ASU Ads – 3 per page:•Monthly Users: 2.6m
•Monthly Page Views: 3.5bn•Monthly Ad Impressions: 10.5bn
Homepage Ads: Standard and Engagement ASU Ads
Standard Hom epage Ad
Video Hom epage Ad
Driving Engagem entFacebook advertising is about
Engagement and Connec t ions
Com ment
Fan P
oll
Event
Gift
Engagem ent AdsEncourage users to interact & share your advertising
Social changes everythingBrand Com m unication Changes: Engagem ent
Engagem ent Ad form atsEncourage users to interact & share your advertisingFan Ad
Event Ad
Com m ent Ad
Gifting Ad
Polling Ad
your brand
Engagem ent Ad im pression
engagement
organicim pressi
on
connection
Social branding: distribution
Reach Block: Multiply the effect▪Reach 100% of all targeted users in one day
▪An efficient way to serve im pressions to as m any users (in your target) as possible
▪Logged-in users will see your ad up to five tim es (frequency cap)
▪Israel: 1.2m illion daily users, 4.6 m illion im pressions guaranteed
Reac h bloc kon t he homepage
Creating a Dialogue
through Fac ebookPages
Facebook PagesA unique dialogue between brand & audience
Building connections is creating your own marketing channel
▪Your Facebook Page allows you to develop deep relationship with consum ers
▪O nce you m ake a connection, you can m essage them whenever you want
▪Foster a two-way dialogue
▪An efficient way to reach and share inform ation with your audience
BRAND
Use W all to distribute to fans Newsfeeds Brands & fans can distribute text, photo & video
The W all is the prim ary com m unication tool between brand & user. Use advertising to actively drive your fanbase then Post content for them to
interact with
Targeted W all Posting has launchedTarget your W all Post by country & language
The W all is the prim ary com m unication tool between brand & user. Use advertising to actively drive your fanbase then Post content for them to
interact with
Custom Tabs deliver Rich m edia experienceHTM L, Flash & Applications can be em bedded into Tabs
Rich M edia Tabs can be used to deliver a wide variety of content, photo, video, prom otional &
com petitions that can be linked to directly from your Facebook
Ads
Facebook ‘Native’ AppsNative Apps generate significant organic im pressions
Video App. core video
Favourite Pages App. Creates links
Photo App. core im ages Events for
im portant dates
Analytics by PostTrack im pressions & interactions against each Post
Adm ins of Pages can track the im pressions served in user’s News Feeds & Live Feeds com bined with the engagem ent rate
2010 Brand X Facebook Conversational Calendar
January
March
April
May
June
July
August
September
October
November
December
Easter
Valentines Virtual Gift
Reach Block
X Factor Celebrity
Interviews
Healthy eating ideas &
money off vouchers on page
Valentine themed polls (1X per week)
Phase 1
37,000 fans
Phase 2
60,000 fans
Connec t ionsBuilding consum er
relationships
In i t ia t iveThem es, key
m essages, m ajor events/sponsorships
Purc hase
In t ent
February
ChristmasBack to School
Valentines Day
Bank Holidays
School Holidays
Phase 3
80,0000 fans
Phase 4
100,000 fans
Easter Become a
Fan competition
Summer Holiday
giveaway campaign
Back to School offers
Bonfire Night
Polling Ad campaign
Direc tResponseDriving conversion
Ideas for family events, days out and in over the school holidays. Get users posting ideas and purchase through
page
Best in ClassLocal/Global pages achieving success
1 . - Make i t soc ia l leverage t he soc ia l graph. “M ake it engaging, sim ple and shareable.”
2. Keep i t s imple. “If I understand som ething, I’m m ore likely to try it.”
3. Ut i l ise Tec hnology. “M ake use of platform s and technology to spread engagem ent.”
4. ’ .Don t use old met r ic t o def ine suc c ess “CTR is not the only m etric of success.”
5. Avoid t h ink ing in s i los and c ampaigns on.Fac ebook
“Be strategic – develop a conversational calendar.”
You can be social too: Grow a fan baseGrow a Fan Base and Publish
You can be social too: Grow a com m unityGrow a Fan Base and sell tickets (ROI)
Royal Opera House engage a large niche com m unity and sell a large am ount of tickets to this com m unity.
You can be social tooUsers becom e creators – create new products
Starbucks W orld Aids DaySimultaneous Reach Blocks in 14 different territories
Users can navigate to their local Page from a custom tabUS Starbucks Pages
5.1m fans
UK Page 150,000 Fans
UK Engagement
Ads
Starbucks have successfully created a
global campaign for World Aids Day with a combined 5.5m fans across 14 Pages
& consistent ‘red’ promotions in each
territory
M cDonalds International & localGlobal Page combined with localised innovation
US & UK approach to Facebook is quite different, with UK
genratiing 250,000 fans across several Pages vs US/Global Page on 1.4m
FansUS/global Page allows users to Fan their local franchise & receive special offers
UK campaign pitches different products against
eachother – which is your
favourite?
UK Polling Ad ‘Gherkin in or out?’
achieved huge engagement rate of
+7%
Ben & Jerry’s – Free Cone Day
Ben & Jerry’s France
Katie O’Brien, who helped oversee the campaign said,
”We gave away 500,000 virtual cones and in real life we gave away
about a million!"
Ben & Jerry’s ran the hugely successful Free Scoop Day in
the US before launching a network of global Pages with
accumulative Fans of 2m+
Ben & Jerry’s US/Global
Skinny Cow - Facebook as a central hub
Vanity URL was used in above the line advertising
Tabbed approach used for to house different bits of content
A distinct tone of voice was developed to communicate
with the user base
Over 11,000 fans achieved in the first month
Generating 11,000 fans in the first week, an above the line
campaign using Facebook as a fully integrated ‘Hub’ for the
campaign
Marks & Spencers customer dialogue
A user in the US says she misses M&S in the US – M&S has been able to inform these users about the online service that can be accessed via the
web
Marks & Spencer’s are celebrating their 125th anniversary on
M&S has created a direct dialogue with its customers
on Facebook. Using Homepage Ads, the store
has been able to drive over 80,000 fans, 1000’s of
competition entries & real-time conversation with users as far afield as Toronto & Islamabad
Historical editorial & competition
promotions provide compelling
sharable content to users
Using The Wall M&S have generated a 2-way dialogue with their
customers revealing just how enthusiastic users are about the
brand
Targeted ‘Become a Fan’ Ads on actively drive fans – M&S have changed targeting to a
younger audience in response to the profile data of their
fanbase
Vodafone creative coordination
Vodafone are the first network to abolish roaming charges & have
generated thousands of Wall Posts and Discussions around this subject
on their Facebook Page
Vodafone have used Facebook to generate a
huge amount of commentary around the
theme ‘If I ruled the world’
Vodafone have c oord inat ed t he i r
& onl ine of f l ine mark et ing t o generat e
40 ,0 00 fans on t hei r Fac ebook Page around
‘ t he t heme If I ru led t he’, Wor ld ra ised
aw areness of t he i r & t ar i f f c hanges dr iven
1000 ’ s of responses t o t he i r promot ions v ia
The Wal l
Vodafone uses The Wall to deliver Facebook exclusive promotions – be part of the
next Vodafone online Ad
Fully digitised campaign for the first time combining Facebook, Twitter,
MySpace, YouTube
Facebook users love special offers – Free music Friday delivered real
value to customers
Vodafone International variations
Become a Fan Ads
UK Campaign delivering huge engagement with the ‘If I Ruled the World’ Strapline
Video Commenting Ads
Event Ads
Vodafone Italy delivered a unique
mobile tarif to Facebook users
redeemable through the Page
Polling Ads
Vodafone used multiple engagement Ads in the
UK & a unique tarif ofer in Italy to
generate 170,000 fans in each territory on 2 separate Facebook
Pages
Vanity URL’s – www.facebook.com/vodafoneUK
Simple and effective way to drive traffic to the page
Easily searchable within facebook and search engines – i.e Google and Yahoo!
Take over existing fan pages and become the official page ongoing
Opportunity to use on all promotional material and drive traffic the page
To win in today’s world
requires
A different mindset
different approaches
different ways of
working
(c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered tradem ark of Facebook, Inc.. All rights reserved. 1.0
Mark Cowan, Emerging Markets EMEA+44 203 386 6151
facebook.com/[email protected]