why and how to successfully use facebook for marketing - greece december 2010
DESCRIPTION
How to best leverage Facebook features for marketing purposes, and why do it.TRANSCRIPT
Athens, December, the 20th, 2010
Why and how to successfully use Facebook for marketing
Thomas Jestinco-founderKRDS
Preferred DeveloperConsultant
The Social Media
Universe
+ 550 millions monthly users
half of them log in daily
More than 100M users
75%: less than 5 tweets
46 years of Youtube video viewed in any given day on
2008: « facebook » overtakes « sex » on Google
Facebook leads sharing
Time to reach 50M users
13 years 4 years 3,5 years 3 months
From 0 to 1,5 millionusers in 30 days
Novembre 2010
US 25% of
viewed pages
with ads
2009 - 2010
x 10Advertisers’ spendings
Search
TVRadio PressBillboards Internet
Global advertising expenses
1990-2009: $250 millions spent in TV ads during the Super Bowl
2010 : Pepsi stopped
TV ads
+1,5 millions fans in one weekend
Video viewed and commented more than 9 millions times
Davide GrassoNike's chief marketing officer
“Facebook is the equivalent for us to what TV was for marketers back in the 1960s.
It's an integral part of what we do now.”
The Facebook Marketing Toolbox
Europe 2010
The Facebook Marketing toolbox- Europe 2010
Page Application
Engagement AdsStandard Ads
Social Plugins
Facebook Connect/Open Graph API
Places
Since Nov 2007Self-serving platform
Since May 2007
Facebook opens itself to third-party developers
1600 Candidates
150 000 voters
Universal AZ music label
« Ads should be content ! »
Engagement AdsSince 2008
VideoEvent
SamplePoll
Credits
Deals
2011
Facebook Page
Why should a brand get fans?
16%
28%3
3%
16%
8%
1. Your potentiel customers use Facebook!
13 - 17 y.o.475k
18 - 24 y.o.847k
25 - 34 y.o.987k
35 - 44 y.o.475k
+ 45 years o.251k
54% Men
46% Women
…messages to its fans:
- for free
- repeatedly
2. Because a brand can send…
…messages that include pictures and brand logo…
- like
- comment with their real identity
- share with their 130 friends
…messages that fans can:
3. Because more than 33% of fans say their purchasing intent has increased
since they became fans
You buy this
Whydoes a userfan a brand?
1. To get promotions & deals
2. By love of the brand
3. To keep up with the
brand’s news
Facebook Page: a two-sided strategy
Get fans Interact with fans
Awareness
Education
Serious engagement
Desire
Facebook Marketing Funnel
Fans base growth
Simple engagement
Awareness
Education
Serious engagement
Desire
Community Management(Story Telling)
Simple engagement
Facebook Marketing Funnel
Awareness
Education
Simple engagement
Serious engagement
Desire
Call to action
Story telling
Fans comment, like and share
Facebook Marketing Funnel
Awareness
Education
Serious engagement
Desire
Simple engagement
Call to action
Users subscribe to a newsletter…
… or complete a purchase
Facebook Marketing Funnel
How toget fans ?
DON’T Create a group
DOThink twicebefore pickingyour page name
DOGet your vanity URL
DON’T
DON’T Let non-fans land on the wall
DOSet a welcome tab to greet non-fans and induce them to like
DON’T
DOLeverage your online audience seriously
DOLeverage your packaging!
DOBuy Facebook Ads
DOFacebook Ads + Application
+130 000 fans
in 1 month
80 000
forms were filled
How to interact with fans ?
DON’TLoose control of your wall
95% of the interaction between a page and its fans don’t take place on tabs
….but on fans’ homepage!
DON’TAdd too many custom tabs
DOPost photos and questions
DOBe grateful to your fans!
DORespect Terms Of Service Facebook & Platform Policies
“Facebook is the future”
“Facebook is a must-have for digital advertising and brand building”
Advertising budget : $9 billions/year
Innovation Outreach Venturing Day, janvier 2010
