Social Media Opportunities for Advertisers. Proximity BBDO Adnerds @ Relationship Marketing congres (Stichting Marketing) http://proximity.bbdo.be http://www.adnerds.be http://www.relationshipmarketing.be http://www.stichtingmarketing.be

1. The New Publicness.
Social Media Opportuni1es for Adver1sers.
More marke1ng communica1on as seen through AdNerd‐glasses on adnerds.be

3. Radically Digital.
Molding new business model based on new media
Enhance crea1on with new technologies
5
Help our customers to start a real conversa1on with their customers
Create a mutually beneficial rela1onship based on trust

4. Life is public. So is business.

5. “Marketers’ ul1mate goal should be
to eliminate adver1sing
by improving their products and
rela1onships instead.”
Jeff Jarvis, Prof. Interac1ve Journalism CUNY

6. ATTENTION?
GRPs = frequency x %reach
ENGAGEMENT?

9. Add Avoidance Behavior

12. no medium,
The internet is
it is a crowded chamber
with an extremely powerful echo.

13. When your customer is your ad agency,
media doesn’t mean content.
Media means people.

14. 1. The Social Media Revolu1on.
2. Marke1ng Communica1on in 140 characters.
3. The evolu1on of consumer engagement.

15. 1. The Social Media Revolu1on.

16. Social Influence has always been around

17. So has

18. classic influen1als new influen1als
passive influencers ac#ve influencers
by responding to requests for advice by proac#vely giving advice
Can you help? Give it a try!

19. Consumers

20. We like sharing
Consumers

21. I like red
Consumers
I like blue

22. I am a working girl
Consumers
I’m s1ll studying

23. We are connected
Consumers

25. “Facebook is a ready‐made marke1ng plaborm.
It offers a vast toolset (with challenges).
But brands must first develop a strategy.”
Jeremiah Owyang, Forrester Research

26. Facebook is social network number one
in 11 of 17 Europe countries.

27. More than 200 million ac1ve users
More than 100 million users log on
at least once each day

28. Over 2,2 million Belgian users
and s1ll growing strong

30. social ads
applica1ons
connect
pages

31. pages
!quot;#$

32. Facebook will keep on spoiling adver1sers

33. applica1ons
Pareto’s Law for Facebook Applica1ons
1% apps > 74% usage
20% apps > 98% usage

34. CPP cost per performance / CPE cost per engagement

35. social ads
click ojen beker than regular ads
are sold on a CPC basis
are targeted even on city level
are highly manageable
show relevant ac1vi1es from friends
are able to be part of the conversa1on
Bart is already
a fan. have limited edi1ng capabili1es
are not that good posi1oned on the page

36. Addi1onal engagement ads for the rich

37. connect
Facebook Connect is the
next evolu1on of
Facebook Plaborm ‐
enabling you to
integrate the power of
the Facebook Plaborm
into your own site.

38. connect
1. Easy login
2. You get personalized news based on ZIP, company, interests
3. Your friends’ favorites & reads are shown
4. Your favorites & comments show up on your friends’ news feed
5. You can compare & interact with your friends
immediately to discuss, send ar1cles, ...
6. You can compare what the overall user base
favorites, reads or comments on based on the criteria you want
7. You can contact anyone connected and send messages in a sec
8. HUMO can send updates to users

39. Free razors for a year!
Limited Reach Of Two

41. 10.000 Facebook Users Reached
Average of 120 Friends
Supposing 50 Are Unique
Means A Reach Of
500.000

42. 2. Marke1ng Communica1on in 140 characters.

44. Monitoring Talking Feedback Recrui1ng Sales Live Coverage

45. Monitoring

46. Talking

47. Feedback

48. Recrui1ng

49. Sales

50. Live Coverage

51. 3. The evolu1on of consumer engagement.

52. 20 07

55. 20 09

61. Bezoekers Geregistreerden Games gespeeld
300.000
211.784
200.000
146.768
100.000
81.000 100.000
75.000
33.000
8.500 15.000 27.735
0
2005 2007 2009
Category Title
1 WEEK BEFORE THE END

62. blog hkp://www.adnerds.be
twiker hkp://twiker.com/adnerds
facebook hkp://profile.to/adnerds
podcast hkp://adnerds.blip.tv
AdNeRdS
SAY “THANK YOU FOR YOUR ATTENTION!”