How to achieve results on Facebook

Catriona Paton

The life of a Dutch Facebook user

5.24+

6m

4m

hello world!(2007)

now I canread Dutch

from profileto stream

Source: Facebook internal data, Oct 2011

Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days

5.24 m monthly active users

3.7 billion monthly page views

30 % penetration of the online population

58 % of users return to the site daily

93 average number of friends

1.8 m users access on their mobile

82 % of users come back every week

Huge Growth and Engagement

Demographics

51%49%

Gender

Fe-males

13%

13%

36%

38%

Age

13-17

18-24

25-35

36+

Facebookthe social ecosystem

Open Graph (Your Website)

News feed

Social Ads

ApplicationsFacebook pages

News feed

News Feed

How does the viral effect work?Facebook offers powerful viral opportunities

Bought Media

BRAND

Earned Media

Owned Media

Facebook AdsKick-start the viral effect

The effectiveness of Facebook Ads

http://mashable.com/2010/10/18/facebook-brands-likes-study/

Social Ads

Engagement adsLike Ad

Event Ad

Comment Ad Polling Ad

Targeting

Reachblocks The Facebook equivalent of a Homepage takeover?

Reach every Dutch Facebook user over 24 hours

• 5,333,333 impressions

• 1,500,000 unique users

The Facebook Page

15

Facebook PagesMuch more than just a wall...

time to get creative!

Why invest in a Facebook page?

- Take your message to where your customers already are!- Harness the power of viral marketing- Fans are your brand ambassadors- Keep your business top of mind- See what users react best to- Communicate with your customers- Control brand perception

Use of wall posts – Triodos Bank

• Types of project that Triodos support

• News about banking and ethics

• Responding to user reactions

• Promotes openess with fans

Fanpage: Organic Impressions

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Stream Imps Total Stream Imps.

By clicking ‘like’ a user makes a connection with your brand.

This causes a social action which will be seen by 5% of their friends in their newsfeed

Engagement ads drive traffic directly to your Facebook Page

Organic impressions drive traffic to your page Users can

be driven to the point of sale directly from the page

A brand can broadcast a message to all of their fans at any time for free.

These could be special offers, general conversations etc and can drive users directly to the point of sale.

More Fans = More Sales

Like Ad

A user is 4.5 times as likely to click on an organic story than a paid for impression.

A user is 25% more likely to click on an ad

with social context.

Domino’s Pizza

The Value Of A Fan

Top Tips for a great Facebook Page• Give your page a clear purpose• Define your strategy

• Page should be fun, useful and shareable• Use applications, games and competitions to add depth • Provide ‘fan only’ content• Include plenty of links to your website

• Use Facebook Ads to gain fans quickly• Make regular and relevant status updates• Keep content on your page fresh• Ask your fans what they want to see!

ApplicationsStimulate the viral effect and engage

users

Fan Aquisition

Commonwealth Bank

Target Groups

First Tennessee Bank

Brand Perception

Danish Bank

Listening to Users

“I would like to see on a map where I spend my money so I can see how much money I spend in

various shops.”

SNS Bank

Engaging Customers

Saxo Bank Forex

Offer useful services

ING Nederland

Facebook helps customers

ABN Amro

Give users options

ASB

Customer Convenience

A bank branch inside Facebook!

Real growth following campaigns

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Campaign 1

Campaign 2

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Open GraphUse social-plugins to boost the viral

effect

Overview of Social Plugins

Like anything, anywhere

UpdatesThat page can also keep you updated through your News Feed.

Your friendsFind out what your friends have liked, shared and commented on through the Activity Feed and Recommendations social plugins. These new plugins offer you the same control over what you can see and share as you already have on Facebook

Make social stories from your website

Social PluginsFacebook functionality to enhance your website

Like Button

Recommendations

Login Button

Comments

Activity Feed

Like Box

Facepile

Live Stream

All in 1 SocialEffective community management for

Facebook and Twitter

All in 1 Social

Get a competitive advantage

So, to summarize…

41

How to activate and engage fansIgnite attention by driving trafficFacebook ads

Boost engagement and the viral effectFacebook pages and applications

Offer relevant promotions & servicesGive users a reason to interact

Manage your community effectivelyReach your KPI’s through analysis

Questions? Get in touch!

Info.nl/socialmarketing provides Facebook strategy, builds apps and runs media campaigns.

We deliver real results on Facebook.Contact Arthur Hoogeveen (020-5309100, arthur@info.nl)

?

!

Sint Antoniesbreestraat 16, 1011 HB Amsterdam

t. +31 (0) 20 530 9100 www.info.nl