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Presentation Alexis Lebedoff Facebook Belgium

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Presentation Alexis Lebedoff Facebook Belgium

  1. 1. MAKING THE WORLD MORE OPEN AND CONNECTED
  2. 2. Screen Shot 2012-10-22 at 11.45.45 Reach The largest and most engaged community of real people in the world 1 Billion Users – 1 out of 7 persons in the WORLD
  3. 3. Brands  play  a  fundamental  role  in  people’s  expression   and  experience  on  Facebook       Coca-Cola Coca-Cola is great! is great! From advertising… …to stories that influence
  4. 4. Social marketing is like a Dinner party
  5. 5. START by defining your Business Objective, make it measurable and build your Social Strategy around it !  
  6. 6. Social Marketing opens new Opportunities   CPG  Industry  Objec2ves   The  opportunity  is  to  help  Brand   Managers  as  they  shiO  from  “control”  to   •  Drives  sales  through  brand  equity  messaging     •  Drive  awareness  and  trial  of  new  brands  and  line   “influence”.   extensions     •  Execute  brand  promo2ons     The  opportunity  for  technology   Tech  &  Telco  Industry  Objec2ves   marketers  is  to  turn  their  focus  to  the   •  Aggressively  grow  brand  considera2on   •  Acquire  new  customers  efficiently  and  increase   people  who  benefit  from  their  products   aFach  rates   instead  of  the  features  of  those  products.   •  Increase  loyalty   Facebook  is  a  powerful  way  to  humanize     a  product.     Automo2ve  Industry  Objec2ves   The  Opportunity  for  automo2ve   •  Build  awareness  &  considera2on  among  key   marketers  is  to  build  marke2ng  opera2ons   customer  audiences   and  programs  around  the  lifecycle  of  the   •  Capture  in-­‐market  shoppers   customer  versus  the  lifecycle  of  the   •  Generate  service  &  loyalty  revenue  from  exis2ng   owners     product.        
  7. 7. Focus on your Marketing Objectives Reach   Drive  incremental  reach  &  addi2onal   frequency  to  your  integrated  campaigns       Brand  Impact   Reach  Fans  and  Friends  of  Fans  to   effec2vely  shiO  customers  &  prospects   through  engagement  funnel       Reac=on     Drive  loyalty  and  incremental  sales  by   targe2ng  customers  on  FB  with  relevant   messages  based  on  their  on  &  offline   preferences  and  purchase  history      
  8. 8. Steps to Brand Building Success on FB   Cri2cal  to  Lay  Founda2ons  in  2012   3. Engage 5. Key 1. Get Fans 2. Reach Fans 4. Amplify Fans Initiatives
  9. 9. Your page is where your story begins Determine Your Brand Purpose Brand Character Brand Tone of Voice Every Brand has a Story To Tell
  10. 10. Get FANS
  11. 11. Who are Your Fans ? Your Fans are your best and most loyal customers Your Fans purchase more and more frequently your products Your Fans are your brand advocates on Facebook Your Fans allow you to reach their friends and extend your reach How many Fans do I need ? How many customers do you have ? How many people in your core target group are on FB? What is your market share in your segment ? # of fans as a % of your total potential customer base
  12. 12. Deepen your relationships with your best customers and advocates Fans and their Fans and their US fans are Users who friends friends bought 3.5x more connect with purchase at at Target 27%   likely to drink Facebook have Starbucks 38%   more Red Bull at least >2x  the more frequently once a week lifetime value frequently than non-fans than those who do not
  13. 13. THE BIGGEST CHALLENGE - CREATING ENGAGING CONTENT Why should I Why should I care? share? FIRST:   Engagement Insights Social Insights
  14. 14. OREO: 100 POSTS IN 100 DAYS
  15. 15. Reach Your Fans in their Newsfeed 3.2 million personal newspapers delivered daily 40-­‐150x   more  likely  people  will   consume  branded  content   on  the     news  feed  than  on     a  brand  Page  
  16. 16. Facebook is also where people stay connected with brands wherever they are
  17. 17. Understanding the Facebook Newsfeed Algorithm If Facebook displayed everything posted by your connections, there’s a good chance you’d be overwhelmed RECENCY by the waterfall of posts on your Newsfeed. Relevancy
  18. 18. Activate fans and their friends to achieve objectives The Facebook population Friends of fans 75% Reach Of Your Target Group Fans 10% Reach of Your Target Group Paid media Paid media Paid media 16% Free of fans Source: comScore Power of a Like, June 2011
  19. 19. Page post ads and sponsored stories are the best advertising formats to meet Your REACH Objectives
  20. 20. Allocate budgets for “always-on” promotion of Page posts to fans & friends- of-fans in news feed •  Promote your posts right after publishing them to maximize impact •  Be flexible: Reallocate budgets to double down on posts that get great engagement
  21. 21. Building a brand on Facebook Love   Heavyweight interactions FANS  &   now and then Rela2onship   Time  
  22. 22. I Like ! …but which KPI’s should I look at ? 3. Engage 5. Key 1. Get Fans 2. Reach Fans 4. Amplify Fans Initiatives # of fans as a % of Virality and Gain High Reach your total Weekly People and impact on potential Weekly Reach Talk about you Friend of Fan customer base Reach Fans & Friends
  23. 23. Combine Reach with highly effective Targeting capabilities to drive Sales and Loyalty
  24. 24. Find the people you are looking for on Facebook with innovative targeting options Demographic • Age • Gender • DMA Social • Device • OS • Likes & interests • Friend connections • Activity e.g. check-ins • Gaming e.g. apps Personal installed • City/State/Zip • Birthday • Education • Workplace Off Facebook Data • Relationship status • Re-targeting (Facebook Exchange)* • Customer & Prospect Segmentation (Custom Audiences) *FBX not available on Mobile yet
  25. 25. Custom Audiences Custom Audiences The difference between And Allows marketers to find acquiring fans acquiring fans their offline customer among people with car among people who own segments on Facebook interests VW      
  26. 26. Facebook Exchange - How Does an Advertiser Know if You’re in the Market for a Car ? Your web behavior via cookie data anonymously classifies as an “auto intender”: Over the past 30-90 Visited: Visit Facebook.com days you searched •  cars.com •  served an ad by an for “Cost of New Car” •  kellybluebook.com auto advertiser on a search engine •  allstate.com “60% of people that navigate away from an advertiser's site see a retargeted ad on Facebook within the first hour” - Triggit
  27. 27. Drive business results with Facebook 5 4 Focus on your marketing objectives – not on social Improve results and efficiency with targeting for social’s sake 3 Activate your fans and drive word of 2 mouth at scale Deepen relationships with your best customers 1 Capitalize on scale 0 and engagement It’s a Journey

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