a marketing tool for your company

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A marketing tool for your company

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3 COMMUNITY

MANAGEMENT

2 APPLICATIONS

AND VIRAL DYNAMICS

Facebook, a marketing tool for your company

1 PRESENTATION OF FACEBOOK

PAGES

5 FACEBOOK

AND ADVERTISING

4 EFFICIENT USE

OF SOCIAL PLUG-INS

Introduction

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Establishing a 360° strategy

CREATION OF AN

APPLICATION

CREATION OF A FAN PAGE

VIRAL PHENOMENON MANAGEMENT

COMMUNITY MANAGEMENT

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Presentation of Facebook Pages

3 COMMUNITY

MANAGEMENT

2 APPLICATIONS

AND VIRAL PHENOMENON

1 PRÉSENTATION

DES PAGES FACEBOOK

5 FACEBOOK

AND ADVERTISING

4 EFFICIENT USE

OF SOCIAL PLUGINS


PAGE

1. Presentation of Facebook Pages

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§  What is a « fan » page ?

§  Why develop a Facebook page ?

§  Elements of advices for your page •  Launch

•  Content

•  Management

§  Examples of pages


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What’s a Facebook page ? 1.  Name and type of page (+url) 2.  « Like » button 3.  Profile picture 4.  Emphasized image 5.  Tabs 6.  Presentation 7.  Fans 8.  Tools 9.  Wall 10. Social links

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What’s a Facebook page ? Differences between a Facebook profile, a group and a Facebook page.

Profile Group Page

A maximum of 5000 friends No limit regarding the number of members

No limit regarding the number of members

Private inbox messages « Closed » communicaEon Advanced staEsEcs

PublicaEons on wall PublicaEons on wall PublicaEons on wall

Friend request Adding friends whitout validaEon

Page suggesEons

Short Urls Low visibility Short Urls

Not revelant for a brand Not relevant for a brand AcEvity noEficaEons


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Creation’s screen of Facebook page

Former « fan pages ». Possibility of « liking » the page. The act of « liking » creates a link between the user’s page and what we call the social graph.

What’s a Facebook page ?


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Why create a Facebook page ?

§  To be present, generate visibility

§  Create a community, to recruit prospect clients

§  To generate « Fans », ambassadors for your brand and product

§  Improve your brand image

§  Being able to react and cover a « bad buzz »

§  Friends of clients are also your clients


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Why create a Facebook page ? Why do visitors of a Facebook page become « fans » ? (several possible answers)

40% in order to receive offers and discounts 39% to show others their preference for that brand 34% to stay tuned on the brand’s current news 33% to get updates and information on the future products 29% for fun and entertainment 25% to access exclusive content 22% following a friend’s suggestion 21% to learn more about the company 13% to interact


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Element of advice for your page: The launch

Choose the name of your page, then its customize URL §  What do you wish to emphasize ? §  Are you creating a community revolving around a brand or a

product? Example : NRJ radio •  One NRJ pages (700 000+ fans)

•  One Cauet pages (300 000+ fans) One 6/9 page (185 000+ fans)

•  Local pages with customized animations

Cauet on NRJ

The 6/9 of

Nikos

Etc.


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Getting people to know your fan page: §  On your website §  In your newsletters §  In your email signatures §  On your documents §  Etc.

Making sure you develop as much information as you can about your Facebook page.

§  Think of web browsers (Google and Facebook) §  Think of the future fans

Create an appealing homepage (landing page) Develop a media plan for the launch (ex: advertisement on Facebook)


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Create an attractive landing page §  Encourage visitors to « like » your

page and limit its content

§  Explain the advantages (short or long term) on becoming a « fan » of your brand or product

§  Introduce yourself: Who are you? What do you offer?

§  No external links


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Think of present, past and future fans. What you publish on your page’s wall then appear on your fans’ home page. Use applications on your page (cf. applications). More details in the « community management » part of the presentation.


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Element of advice for your page: The management

Use community management tools to manage your fan page. Study your page’s statistics: §  Number of fans/new fans §  Most viewed tabs §  External references §  Demographics

•  Age and gender •  City, Country, Language

§  Interactions (likes, comments)


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Examples of pages


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Examples of pages


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Examples of pages


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Examples of pages

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Applications and viral dynamics

3 COMMUNITY

MANAGEMENT

2 LES

APPLICATIONS ET LA VIRALITÉ


PAGES

5 FACEBOOK

AND ADVERTISING

4 EFFICIENT USE

OF SOCIAL PLUG-INS

2 APPLICATIONS

AND VIRAL DYNAMICS

2. Applications and viral dynamics

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§  What is an application ? •  On Facebook

•  On a « fan » page

•  On a website

•  On mobile phone (smartphone)

§  Viral dynamics : explanation of the

concept

§  Some rules to follow


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What is an application ?

An application allows to develop an operation or a game integrated into the user’s experience. It is integrated to the Facebook Social Graph by allowing an interaction between users’ information and relationships on the network.

Your applications can, among other things, use the user’ birth date, thier friends list, their hobbies, the places they visited, their pictures, events, statuses, videos, etc…


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What is an application?

A Facebook application integrates itself within the platform and is completely transparent.


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A Facebook application page is integrated within the page as an extra tab. Example of such tab, with the Twitter application:


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There are numerous applications you can install on a fan page: §  Youtube Videos §  Twitter §  Polls §  RSS data §  Musical player §  Etc.

It is also possible to create customized tabs (home tab, website integration, games, etc…)


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An application on a Facebook page is integrated within the page as an extra tab. Example of customized tab:


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Other example of a customized tab:


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An application on a website integrates the Facebook graph within a regular website. Example: use of Facebook statuses


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Results from publishing on Facebook


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A mobile phone application integrates the Facebook graph within a mobile phone. Example: on Androïd, Apple OS (Iphone), Windows Phone, Web.


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Viral mechanisms explained

Virality is an application’s capacity to spread on the network.

One should not mix up virality and SPAM The imposition of sharing is not an adequate strategy. The user should feel the actual will to share the application, whether it be directly.

A few examples of indirect mechanisms:

§  Players ranking §  Viral videos §  Team games and community mechanisms


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Viral mechanisms explained Publication mecanisms


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Viral mechanisms explained Invitation mechanisms


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Viral mechanisms explained Ranking mechanisms


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A few rules to be respected

A few policies and terms of use are imposed by Facebook to keep:

§  A platform with only few spam §  An enjoyable user experience

The violation of such rules may lead to your application or fan page being shut down.

There are a few things which are technically doable, but which are not allowed by Facebook.


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A few rules to be respected

For example your may not: §  Create a contest game directly on a fan page’s wall

(inside a status for example)

§  Post a message on a user’s wall without notifying the user of that action

§  Posting advertisement on a wall on within the tabs of a fan page

§  Rewarding or limiting certain actors, following a viral action such as inviting a friend.

It is a rather long list, which makes it necessary to collaborate with people with perfect knowledge and comprehension of these « terms of use ».

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Community Management

3 LE

COMMUNITY MANAGEMENT

2 APPLICATIONS

AND VIRAL DYNAMICS


PAGE

5 FACEBOOK

AND ADVERTISING

4 EFFICIENT USE

OF SOCIAL PLUG-INS

3 COMMUNITY

MANAGEMENT

3. Community management

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§  Community management ? •  Definition

•  What for?

§  Defining a community strategy •  Which objectives ?

§  The community manager’s missions


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What is community management?

Context: an environnement in evolution with the development of Web 2.0, to which brands have to adapt. §  Internet users are not spectators

anymore: they have become actors. They now wish to express themselves and speak up.

§  Conversations are now more crucial than brands.


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Community management is the construction and management of a sustainable and quality relationship with Internet users, via the creation of a community. •  On average 55 minutes spent online every day

•  1 profile out of 3 is a fan of least one brand •  1 single posted message is on average read by 120 people


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Prospection and strengthering of a client

base Offer of exclusive content / development of individual

relationships

Better web referencing Multiplication of links towards

the brand and its products

Increase visibility Strengthering the brand premium image

Being a reactive brand and limiting bad publicity


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Defining a community strategy

One should thus ask oneself the right questions, in the right order !

The creation of a community always starts with the definition of a target, as well

as with attainable quantitative and qualitative objectives.

Which Positioning ?

For what target, with a specific

wording ?

To reach what objectives ?


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Defining a community strategy

Qualitative Quantitative

What are the qualitative and quantitative objectives to be reached?

§  Fame

§  Visibility

§  Image

§  Interactions

§  Evolution

§  Activity


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The community manager’s missions:

Keeping an eye on things

Customized

Animating Moderating


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The community manager’s missions: keeping an eye on things

•  Keeping an eye on creation of unofficial groups or fan

pages about your brand or produts.

•  Regularly doing a competition study on your

competitors’ community management.

•  Following the updates of Facebook’s terms of use, and making sure your

organization is indeed in compliance with them.

•  Noticing the best fans and ambassadors for your brand.


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The community manager’s missions: animating

•  Setting up an editorial calendar ad community

management charter.

•  Starting the dialogue with the community, in order to

become a close and conversational brand. Do not

hesitate to thank, quote, put fans under the

spotlight and respond to their comments and

messages.

•  Maintaining a regular activity in order to give your

brand a long-term livelihood and a permanent

presence on social networks.

3. Le community management

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The community manager’s missions: customized

•  Customizing your page in order to

allow the fans’ identification (profile

picture, creation of a theme, etc.)

•  Creating quality content that is both

exclusive and original (status, picture,

video, discussion)


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The community manager’s missions: moderating

•  Setting up a moderation charter defining the rules

to be respected on the page, by both the community

manager and the fans.

•  Applying these rules to the page daily.

•  Noticing and tracking fake accounts.

•  Deleting interventions that no respect the pre-established charter, and

blocking the users regularly writing disrespectful comments.

•  Being transparent in your responses to fans and intervening in the event of a

crisis.

Use of social plugins

3 COMMUNITY

MANAGEMENT

2 APPLICATIONS

AND VIRAL DYNAMICS


PAGE

5 FACEBOOK

AND ADVERTISING

4 UTILISATION

EFFICACE DES PLUGINS

SOCIAUX

4 EFFICIENT USE

OF SOCIAL PLUG-INS

4. Efficient use of social plugins

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§  Concept of social plugins

§  The numerous social plugins §  Like button §  Send button §  Comments box §  Like box §  Login & Registration §  Activity Feed & Recommendations §  Live Stream

§  Statistics and optimisation


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Concept of social plugins

Social plugins are elements to be integrated into your website.

They allow to socialize your website, and give you the opportunity to increase

your viral and social capacity.

There were 8 only a year ago, and there are 10 now. The possibilities they offers

and thier diversity are always increasing.

The most famous is the « like button », but the way it works is still very often

misunderstood.


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The numerous social plugins

The like button makes your website more social


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The « like » button increases your social referencing


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Send button


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Send button


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Comment box


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Like box

It is the link between your Facebook page and your

website.

Among other things, it offers::

§  A button to « like » the page

§  A news feed

§  Customizable height and colours

§  The best « like » buttons


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Login


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Registration


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Activity feed & recommandation


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Live stream


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Statistics and optimisations

Statistics

Possibility to find out:

•  The number of « likes » on the website

•  The sharing and publishing rates

•  Return rates

•  Global transformation

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Advertisement on applications

3 COMMUNITY

MANAGEMENT

2 APPLICATIONS

AND VIRAL DYNAMICS

1 PRESENTATION

TO FACEBOOK

PAGES

5 FACEBOOK

ET LA PUBLICITÉ

4 EFFICIENT USE

OF SOCIAL

PLUGINS

5 ADVERTISEMENT

ON APPLICATIONS

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§  Advertisement on applications §  Concept §  Quality Traffic §  Innovation §  Advertising formats §  Opportunities

5. Advertisement on applications


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A Facebook advertising platform is the link between advertisers willing to promote their campaigns and publishers willing to monetize their applications

What is a Facebook advertising platform?


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Facebook imposes a good behavior policy to platforms: •  Not to promote borderline (erotica, etc.) or illegal campaigns (betting games, scams such as « Become rich instantly » etc)

•  Propose clear offers that never lead the user astray

What is an Ad Provider Facebook platform?

•  Never to use data obtained indirectly through Facebook or directly through monetized applications

•  Obligation to add a way for the user to complain for each advertisement, in order for the user to have a right to denounce immoral or illegal actions.

IF THESE CONDITIONS ARE NOT RESPECTED, THE PLATFORM CANNOT BE ACKNOLWDEGED

FACEBOOK ADPROVIDER

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Concept of advertisement on applications

Advertisers Publishers


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Traffic :

Strong

+10 million MAUs*

Diversified

Great number of applications with different themes (General Culture,

Gaming, etc.)

Targeted

Highly qualified audience thanks to each application’s

specificities


*Source MakeMeReach

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The traffic’s users :

Loyal

Voluntary action to install the

application, user’s interest for its theme

Active

Very high connection time: 25 min on

average

Influential

The application’s virality

encourages friends to play, and thus

watch the advertisement


*Source Kobojo

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Users

+20 millions Facebook users in France and +600

millions throughout the

world*

Material

Fun, based on entertainment

Audience

More committed than on an ordinary

website

*Source Facebook


Innovation in application advertising

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Acquisition

New acquisition lit like emailing or diplay on a classic website.

Format

Attractive formats (Video, big banner,

media rectangle…) on key areas, in a game preload for example.

Promotion

Promotion of application targetting

users who already installed an application

Innovation in application advertising


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Advertising Formats Application download zone: Preload

Medium Rectangle 300 x 250 Example of the Goobox application


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Display zone during the game Megabanner & Medium Rectangle Example of the Le Plus Grand Quiz de France application


Advertising Formats

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Zone de téléchargement du jeu : Preload

Medium Rectangle 300 x 250 Exemple sur l’application Footmasterz


Advertising Formats

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Advertising Formats The application’s hompage zone: Top Home

Megabanner 728 x 90 Example of the Footmasterz application


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Advertising Formats The application’s hompage zone: Top Home

Medium Rectangle 300 x 250 Example of the Goobox application


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Advertising Formats The application’s hompage zone: Top + Bottom Home Megabanner & Medium Rectangle Example of the Le Plus Grand Quiz de France application


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Advertising Formats Display zone during the game Megabanner 728 x 90 Example of the Goobox application


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Advertising Formats Display zone during the game Megabanner & Medium Rectangle Example of the Le Plus Grand Quiz de France application


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Opportunities


Becoming a primary actor on an essential

material that is still not too operated on.

Generate traffic on your website or on your

Facebook application

Target highly active communities, with a real interest in your product

or offer

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Introducing MakeMeReach

3 COMMUNITY

MANAGEMENT

2

APPLICATIONS AND VIRAL DYNAMICS

1 PRESENTATION

TO FACEBOOK

PAGES

5 FACEBOOK

AND ADVERTISING

4 EFFICIENT USE

OF SOCIAL PLUGINS

MAKEMEREACH

MakeMeReach

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MakeMeReach is the number one advertising platform for Facebook applications in France. Created in September 2009, it has become a Facebook Adprovider in 2011. After creating its own advertising platform, MakeMeReach developed its offer by creating a Social Media Marketing department and offering to develop Facebook applications, to create, animate, and promote Facebook pages. Today, MakeMeReach works with more than twenty employees and collaborates with such premium brands as Oasis, BNP Paribas, NRJ, Renault and L’Oréal.

MakeMeReach

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Advertising platform Number 1 French platform on Facebook

Acknowledged Facebook Ad Provider

Publishers Managing & monetizing applications

Advertisers

Campaign promotion, traffic and virality creation etc.

Diffusion Zones

Creation of applications Contests, multi-player games, virality, etc. Creation of Facebook Pages Integration of customized and dynamic content Integration of applications within the Facebook Page Community Management A few references

MakeMeReach

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www.facebook.com/MakeMeReach www.twitter.com/MakeMeReach

Pierre-Lou DOMINJON Social Media Marketing Manager

[email protected] Tél : +33 1 79 97 17 80

Fax : +33 1 79 97 17 79

Anne-Charlotte TOSDU Advertising Director [email protected] Tél : +33 1 79 97 17 69 Fax : +33 1 79 97 17 79

a marketing tool for your company

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