This document discusses using social media for marketing. It notes that social media provides high traffic, targeted advertising capabilities, and measurable reporting. However, regular, quality content is also needed to engage audiences organically and drive viral reach. The document recommends integrating content across channels instead of duplicating it. Consumers like and follow brands that provide useful branded content, customer service, and opportunities for participation. It also describes a campaign by Unilever Food Solutions to promote local Filipino cuisine on Facebook.

1. Havas Media Social
How not to get stuck on the treasure island

2. Social Media
is the new black
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3. Facebook
will save our soul
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4. but we don’t
understand
anything
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5. Presentation title⎢5

6. thank God, Gurus appeared to help invest in these media
YOU don’t
undersand
a thing
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7. But Excel is so uncool, let’s rather practice MAGIC!
YOU don’t
undersand
a thing
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8. And get all these customers on your super busy, super crowded fanpage
YOU don’t
undersand
a thing
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9. And if it
doesn’t work,
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10. And your social media presence turned abandoned city
YOU don’t
undersand
a thing
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11. It’s not because
of you or the gurus
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12. It’s the board,
getting too old
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13. Presentation title⎢13

14. SRSLY?
(seriously?)
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15. Social Media
are Media
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16. Paid, Owned
& Earned media
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17. P O E
Facebook Ads Facebook Fanpages Users interactions
(Like, Comment, Share)
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18. P O E
LinkedIn Ads LinkedIn Company Page
with featured products
& services Users Recommendations
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19. P O E
YouTube Pre-roll YouTube Brand Channel Users interactions
(Like, Dislike, Share, Comment)
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20. P O E
Users interactions
(Mention, Retweet, Favorite, Reply)
Twitter Account
Promoted tweets,
Promoted Trends,
Promoted Accounts
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22. P
Facebook Ads: current formats
Marketplace Ads - Premium Ads – Sponsored stories

23. Marketplace Ads
 Right-hand side of Homepage, Profile and Fanpages
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24. Marketplace Ads
Standard Ad Like Ad Page Post Ad
Destination: External URL Destination: Facebook Fanpage Destination: Fanpage & Page Post
Social context Like, Comment, Share buttons
Like button
2 options:
- Select a specific post
- Use most recent post
Page post format
- Status
- Photo
- Video
- Question
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25. Marketplace Ads
 Marketplace Page Post Ad
User is non fan User is non fan User is fan
Friends of user are non fan Friends of user are fan Friends of user are fan
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26. Sponsored Stories
Page Like story Page Post Like story
Destination: Facebook Fanpage Destination: Facebook Fanpage&post
App Used and Game Played story Check-in story
Destination: Facebook App Destination: Facebook Fanpage
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27. Premium Ads
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28. Premium Ads
 Like marketplace page post ad, premium ads are based on a page post.
 Photo and video formats are bigger
 For someone not connected to your brand, your story will appear
on the right-hand side of their homepage as an ad.
 For your fans and friends of fans, your story will appear as a page post ad
on the right-hand side, and it can also appear in news feed on both desktop and mobile.
 All of these placements are on Facebook’s homepage.
Ex: Premium Video Page Post Ad Ex: Premium Poll Page Post Ad

29. Reach Generator
Reach Generator guarantees that you reach
75% of your fans each month and an
estimated 50% of fans each week in a
simple, always-on way.
BUT this option isn't yet available
for pages under 500k fan base
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30. Reachblocks
An one-day campaign present on the homepage of your targeted audience
with 100% SOV during the day (cap of 5 impressions)
The targeting is only available for pre-selected packages, e.g.:
You could buy a 18-34 reachblock (weekdays) for 15K€* (*2012 Q1 rates)
You could go for a 35+ reachblock (weekdays) for 9.5K€*
Reachblocks have a frequency cap of 5 impressions
Reachblocks can only run with page-post-ads

31. It’s measurable
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32. ComScore MyMetrix January 2012
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33. P
Facebook Ads Campaign Performance Reports
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34. P
LinkedIn Ads Campaign Performance Reports
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35. O
Facebook Insights, Demographic and Location details about your fans
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36. O
Facebook Insights, Pageviews and Unique Visitors
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37. O
Facebook Insights, Reach build through Paid, Owned (organic) & Earned (viral)
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38. O
LinkedIn Page Statistics, Page Views & Unique Visitors
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39. E
Facebook Insights, People Talking About This
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40. E
AllFacebookStats, People Talking About This – Sector benchmark
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41. E
Engagor, total daily mentions and sources
Synthesio, sentiment analysis (human)
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42. It’s highly targetable
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43. Facebook Ads: targeting functionalities
P

44. P
Facebook Ads Target Audience
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45. P
LinkedIn Ads Target Audience
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46. First conclusion
High traffic, targeting functionalities and
concrete measures make social networks good
candidates for every media strategy
recommendation
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47. Is is that easy?
No
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48. You can't just create a channel
and forget about it
Is this the brand image you want to expose?
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49. Beside Paid Media, Organic (owned)
& viral (earned) impressions build cover
Facebook Insights, Reach build through Paid, Owned (organic) & Earned (viral)
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50. Second conclusion
Regular and qualitative content production is
needed to make your channels live, engage your
fans/followers, ensure organic visibility and viral
reach
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51. Does it mean
that advertisers need to duplicate content on all
these digital assets?
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52. Presentation title⎢52

53. No,
integrate
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59. Why in the end
would consumers Like or Follow your brands?
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60. 1/ Your branded content offers me the opportunity to talk
about myself, to tell my friends and the world who I am,
to engage conversation with others
2/ It’s a customer care channel corresponding to my digital habits
3/ It offers me the opportunity to be in the board room
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61. Presentation title⎢61

62. Background/Challenge
Unilever Food Solutions’
main customers are restaurants with local food.

63. Background/Challenge
But these days,
Filipinos don’t like dining in local restaurants.

64. Background/Challenge
Given the choice, they would pick restaurants that offer foreign food.
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65. Background/Challenge
To grow its business with its clients, UFS needed to get Filipinos
hungry for local cuisine.
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66. Strategy
Finding Cultural Identity in the
Native Plate.
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67. Implementation
Feeding the movement.
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68. Implementation
We created the Sooo Pinoy
Facebook page to start the movement.

69. Implementation
To launch the page, food bloggers were invited to go on a food tour
of Manila and blog about it as the day went on
to give readers a real-time look at
their experiences.

70. Implementation
All banner ads and social ads lead to the
Sooo Pinoy: Inspiring Filipino Food page

71. Implementation
Wherein members of the
page could discover more
about a different Filipino
dish every month.

72. Implementation
The Voting Application let members vote on the local restaurant with
the best featured dish of the month.

73. Implementation
We also gave users the
chance to be more creative
about their passion for the
movement
With an application
that let them design
their own shirts with
slogans about Filipino
food

74. Implementation
To make the movement
grow bigger, we
launched The Search
for
the Ultimate
Sooo Pinoy Blogger.

75. Implementation
Members were given the chance to go
on an exciting food tour around the
country.

76. Implementation
All they had to do was create a blog entry that featured a Filipino dish
and post it on the Sooo Pinoy wall.

77. Results
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78. Results
The community grew to over 100,000, peaking at a monthly 86.6%
activity rate, and over 5,000 active users daily.

79. Results
Members actively participated by sharing their own thoughts about
local food and restaurants on the wall.

80. Results
The page featured 210 restaurants.
This influenced Filipinos to dine out more
and choose local establishments.

81. Results
UFS Clients prized their wins in the monthly dish voting and began
displaying the Sooo Pinoy badges in their
online assets and stores.

82. Results
UFS experienced growth of
16%
in value of business
with Sooo Pinoy clients,
exceeding target of 10%.

83. Results
There were
270
new customer signups,
exceeding target of 200.

84. Conclusion
 High traffic, targeting functionalities and concrete measures for
reporting make social networks good candidates for every media
strategy recommendation
 Frequent and qualitative content production is needed to make your
channels live, engage your fans/followers, ensure organic visibility
and viral reach
 Don't replicate, integrate
 Three main raisons for consumers to like/follow your brand are
branded content they can use, customer care and participation
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85. Just one more thing
facebook.com/HavasMediaBE
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86. Thank you!