1. Click to edit Master title style
Facebook Social technology 2010
1 December 2010
A Buongiorno company
2. Presentation
• Who are we?
- Buongiorno 2010
- B!Digital Netherlands
• Why does your company need Facebook?
- Statistics
• Facebook ecosystem
• Get started with a fanpage
• How do I get Fans?
• How can we help you?
• Cases
A Buongiorno company
3. Buongiorno Group
• Italian multinational specialized in mobile media.
• Revenue of 259 million euro in 2009.
• 54.5% average growth since 2000.
• Listed to the Milan Stock Exchange.
• Over 1,000 employees in 24 offices worldwide.
• Presence in 57 countries on five continents.
• Direct connections to over 130 operators, ISPs and
media groups.
• Top 3 player in 8 of the most important mobile
markets.
A Buongiorno company
4. B!Digital The Netherlands 2010
Marketing
Loyalty
Services
Consumer
Interaction
Social
Media Reach
Marketing
A Buongiorno company
5. B!Digital The Netherlands - Product Portfolio
Social
Loyalty Marketing Reach
Media
Services
Marketing
• Mobile Sites • Consultancy • Hot Advertising
• Mobile Rebate
• Mobile Applications • Strategy • Direct SMS
• CRM • Fullfillment
•Mobile Tickets • Direct MMS
• IMM * ook op
• Mobile Coupons inventory van:
• Couponing • SMS & Response
• Fan Pages
• Ad Server
• Facebook applicaties
• Mobile Display
• Advertising
• Mobile Ad Sales
A Buongiorno company
7. Why does your Company need Facebook?
1. 500m users in the world. This makes Facebook as large as worlds third country
2. Strong engagement platform: An average Facebook user spends 55 minutes per day
on Facebook, logs in twice a day and 50% returns daily
3. Facebook makes Google nervous. In March 2010 Facebook.com surpassed
Google.com in visits (US).
4. Facebook fans spend more money, are loyal and create word of mouth:
• Facebook fans spend more money ($71.84 per year more than non-fans)
• Fans are more loyal in continuing using a brand (28 % more likely than non-
fans)
• Fans recommend your product to other fans (41 % more likely than non-fans)
Facebook has 500m users who constantly share who they are, where they
live, what they like and what they want
So take part in the conversation!
A Buongiorno company
8. Facebook penetratie Nederland – December 2010
Number of Facebook users
in The Netherlands:
3 409 500
User Growth: Facebook Netherlands
User age: 77% between
18-44
User Age Distribution: Facebook
Netherlands
• Men: 50 %
• Women: 50 %
A Buongiorno company
9. The Facebook ecosystem
Social ads
Facebook offers the possibility to reach
only the target audience that is relevant for
your Brand/Promotion. Targeting can ben
The Like Button based on many demographic variables and
When you click on the “like” button, a social interests, and they can promote fb
link to that page is added to your Pages, Applications or external resources.
Facebook Profile and a story is shared
with your friends
Updates
That page can also keep you updated through News feed
your News Feed
Applications
Facebook Pages
Building an application on Facebook gives
Pages are the best way for brands to
you the opportunity to deeply integrate into
connect with their audience and create a
the core Facebook experience and create a
community. Once a user connects to a
seamless experience as users browse
brand page, the page can communicate by
Facebook.
sending updates on the User’s wall
A Buongiorno company
10. Facebook vs. Hyves
Comparing with Hyves, Facebook is not a profile based social network.
Facebook users spent the most time at their own Newsfeed, where they get updates of
their friends and the pages they follow.
To generate more awareness as a brand, it is very important to be present in this
stream of information. To gain presence of visibility a brand has to let her users interact
with her page/application.
A Buongiorno company
12. Using Fanpages for interaction
• Brands can create a presence with a fan page that looks and behaves like User Profiles
to connect and engage with customers and amplify their voice to their friends.
• Your Facebook page is a mini community which you have to keep alive with social
actions to engage your fans. Thereby you create interaction which equals viral marketing
A Buongiorno company
14. Fan pages: Engaging your fans on facebook with applications
• Applications are designed to enhance the user experience on Facebook with
engaging games and useful features like Events and Photos.
• Users can interact with applications and share their actions with their friends, giving
more visibility and triggering the viral effect.
A Buongiorno company
15. Fan pages: 12 reasons for fans to “like” a company page
1. to receive discounts and promotions 40%
2. to show my support for the company to others 39%
3. to get a “freebie” 36%
4. to stay informed about the activities of the company 34%
5. to get updates on future products 33%
6. to get updates on upcoming sales 30%
7. for fun or entertainment 29% 39 % becomes a fan for brand
8. to get access to exclusive content 25% affilliation reasons
9. someone recommended it to me 22%
10. to learn more about the company 21%
11. for education about company topics 13%
12. to interact 13%
(Bron: ExactTarget 25 augustus 2010)
A Buongiorno company
16. Fan Pages: Insights
• Brands can monitor their facebook community through a set of detailed
metrics about fans and their behavior within the page.
• Several insights are available to page owners:
• Demographics
• Countries/Cities/Languages
• Fans growth
• Media consumption
• Page views
• … A Buongiorno company
17. How do I get fans?
GET FANS!
A Buongiorno company
18. Facebook advertising– A new way of targeting
Unlike “traditional” online display advertising, facebook
social ads are targeted on the user’s profile rather than on the
properties they might visit: is therefore possible to show ads
to specific groups of users based on their behavior and the
personal information they share on the site, raising
consistently the advertising efficacy.
Structured Unstructured
Location Activities
Age/Birthday Interests Facebook users can be
Gender Music reached by detailing
Education TV
adverts on their profile
through a wide array of
Workplace Movies
structured/unstructured
Relationship Books
targeting variables
Sexual
Groups
Preference
Language Applications
A Buongiorno company
19. Facebook Rest-of-side Ads
Standard
can link to an
external URL or
within Facebook
Event
Links to Event
Page. Users can
RSVP straight from
the ad
These ads follow the user as they
Connection navigate Facebook. They appear
Links to the Facebook
Page. Users can Like
everywhere except for the
the page straight Homepage
from the ad
A Buongiorno company
21. Premium ads
These engagement ads appear on the Facebook homepage. They generate a Newsfeed
story on the Notification Wall and create a big viral effect due to the recommendations
users see from your friends. Premium ads can be displayed as a reach block (homepage
takeover for a day) or targeted based on Cpm rates.
Like Engagement Ad Comment Ad Event Ad
Standard Ad Poll Ad Sampling Ad (UK, USA and France only)
A Buongiorno company
22. How can B!Digital help you?
Facebook advertising
• Advice
- How to build a successful Facebook campaign
• Buying
- Give estimations for the expected amount of clicks/views
- Billing Facebook
- Setting up premium ad campaigns
• Campaign management
- Analyzing
- Monitoring
- Optimizing: Intelligent targeting, target on friends of “likes”
Fan pages
• Design and development
• Applications and gadget implementations
• F Connect (connecting websites to Facebook)
• Building and moderate communities
A Buongiorno company
23. Go beyond the click to discover what’s really valuable.
When you use engagement
ads or “like” ads to promote
your app or fanpage also
look at the percentage of
clicks coming from social
endorsement. The viral effect
of your campaign relies on
1) Social impressions: ad
impressions that include
social endorsements
2) Social clicks: clicks on
ads that originated from
an ad with social
endorsements
B!Digital can give you insight
in the viral affect of your
campaign.
A Buongiorno company
24. Guidelines for setting up promotions: 5 basic rules
1. Read the Facebook promotion guidelines
http://www.facebook.com/promotions_guidelines.php
3. Don’t call Facebook your “partner”
4. Understand local rules, and how they can affect your Facebook
promotion
5. Heed Facebook’s formatting requirements
You can only administer a promotion through an application on the Facebook
Platform and you can only have users enter the promotion in specific locations
on your Page. Either the canvas Page of an app or an application box in a tab
on your Page may be used for entry into your promotion on Facebook.
6. Don’t require Facebook actions like “Like” “Tag”, “Share”
Many advertisers on Facebook neglect this rule. However your page can be
deleted when pursuing to use these actions for promotional purposes. You can’t
ask people to tag or share content in order to enter a contest. You can however
require to “like” to enter a promotional tab on your fanpage.
A Buongiorno company
25. Click to edit Master title style
Cases
A Buongiorno company
26. 3Italia by B!Digital
3 Italia was looking for a Facebook
strategy to interact with their fans on
Facebook. B!Digital developed a fan
page with a game and application for
Blackberry users. To drive fan rates
several ads were used to promote
the page.
The result were:
• 21.000 fans in only a few weeks.
• Over 100million impressions
Applications/games add
• 10.000 players of the game depth to an offering. They
can also create social
actions which increase the
reach of the page amongst
like-minded users
A Buongiorno company
27. Samsung Galaxy Apollo- engagement ad
Homepage engagement Ad (reachblock, 5 different versions) linked
to an application on Samsung Galaxy Apollo’s fanpage
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28. Samsung Galaxy Apollo – application
Landing on application Tab within Fan Page
A Buongiorno company
29. Samsung Galaxy Apollo – action flow
Request for permission
Application starts gathering profile pictures from friends
A Buongiorno company
31. Inspiration: Coca-Cola fan page Amusing video content is one of the easiest
ways of creating viral content on a Facebook
page
Fun, helpful,
shareability? This is
what to think about
when building a
page or application.
The most successful
pages have all three
Downloadable content adds value to
a page, even if the content seems
very simple
A Buongiorno company
32. Facebook advertising via mobiel
B!Digital is Lays partner in the mobile voting part of their “Maak de Smaak”
campaign. Since Facebook recently launched Facebook connect for mobile we tested
with a landingspage connected to social media platforms like Hyves, Twitter and of
course Facebook. After their vote you can see content on a landingpage and share
your vote on social media.
1 2 3 4
1. Send a vote to 4411 and receive a mobile landingpage: m.lays.nl 2. Share your vote on Facebook
3. A “Maak de Smaak” post is published on your Newsfeed 4. Friends see the post and will be
triggered to vote also at www.lays.nl.
A Buongiorno company
33. A selection of advertising cases by B!Digital
Premium ad
A Buongiorno company
34. Contact
Web
www.buongiornodigital.com
Adres
Van Heuven Goedhartlaan 935
1181 LD Amstelveen
Telefoon
+31 (0)20 530 87 60
A Buongiorno company
