il social come strumento di sviluppo del mercato
DESCRIPTION
TRANSCRIPT
Capri, 2 ottobre 2013
Il social come strumento disviluppo del mercato
Cris NulliClient Partner, Facebook
Titolo, Capri 2 ottobre
Unparalleled reach and engagement
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013
Every day. Every month.
699Mpeople daily
of monthly active users return daily61%
469Mpeople daily on mobile
1.15Bpeople monthly
45%of internet users globally
That’s
819Mpeople monthly
on mobile
19%of mobile phone users globally
That’s
Titolo, Capri 2 ottobre
Facebook in Italy
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013
Every day.
Every month.
>17Mpeople daily
of monthly active users return daily74%
>10Mpeople daily on
mobile
>24Mpeople monthly
71%of internet users inItaly
That’s
>16Mpeople
monthlyon mobile
32%of mobile phone users in Italy
That’s
3 BIG SHIFTS IN
COMMUNICATIO
N
DISRUPTIO
N
CONNECTION
SEARCH DISCOVERY
HEAVYWEIG
HT
LIGHTWEIGH
T
Titolo, Capri 2 ottobre
Clear business objectives for brands
Brand differentiation
Revenue growth
Customer acquisition
Titolo, Capri 2 ottobre
Facebook is not a website
It is a distribution system.
Titolo, Capri 2 ottobre
Striking photo and video real estate across devices
Titolo, Capri 2 ottobre
GoalsAchieve reach and create awareness among fans and friends of fans of Maggi fix &
frisch Gemüse-Pfanne mit Hähnchen, a seasoning mix for
chicken and vegetables.
Expand its customer base to include a younger
demographic, especially young families and mothers.
“Facebook was not only a cost-effective way of boosting our reach, it delivered
sales efficiently and helped us reach new
buyers.”Tina Beuchler, Head of Media Communication, Nestlé Deutschland AG
Titolo, Capri 2 ottobre
2.5X greater ROI through Facebook than TV, with much lower cost
per reach.
Facebook offers a positive gross and net ROI:
19% of campaign-driven sales came from Facebook, using only 8% of the
total campaign spend.
Expansive reach: Facebook Ads reached 30% of German online
users (~ 13 million).
Almost 2 million people were reached exclusively on Facebook.
Strong synergistic effect of cross-media exposure:
those who saw both Facebook and TV were impacted 54% more greatly than
the sum of the individual impacts of either medium.
Page post ads
Video Maggi