B!digital facebook 2010 oct

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A Buongiorno company

Facebook Social technology 2010

October 2010A Buongiorno company

• Who are we?

- Buongiorno 2010

- B!Digital Netherlands

• Why does your company needs Facebook?

- Statistics

• Facebook ecosystem

Presentation


• Facebook ecosystem

• Get started with a fanpage

• How do I get Fans?

• How can we help you?

• Cases

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.


• 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.

LoyaltyMarketing Services

ConsumerInteraction

B!Digital The Netherlands 2010


Social Media

MarketingReach

Interaction

• Mobile Sites

• Mobile Applications

•Mobile Tickets

• Consultancy

• Strategy

• Fullfillment

• Mobile Rebate

• CRM

• IMM

• Hot Advertising

• Direct SMS

• Direct MMS * ook op

ReachSocial Media

Marketing

Marketing Services

Loyalty

B!Digital The Netherlands - Product Portfolio

A Buongiorno companyA Buongiorno company

• Mobile Coupons

• SMS & Response

• Fan Pages

• Facebook applicaties

• Advertising

• IMM

• Couponing

• Ad Server

• Mobile Display

• Mobile Ad Sales

* ook op inventory van:

Facebook


Facebook

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:


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!

Facebook penetratie Nederland – October 2010

Number of Facebook users

in The Netherlands:

2 993 120


User Growth: Facebook Netherlands

User Age Distribution: Facebook Netherlands

User age: 71% between

18-44

• Men: 1.438.880

• Women: 1.488.620

The Facebook ecosystem 9Social ads

Facebook offers the possibility to reachonly the target audience that is relevant foryour Brand/Promotion. Targeting can benbased on many demographic variables andsocial interests, and they can promote fbPages, Applications or external resources.

Facebook Pages

Pages are the best way for brands to

The Like Button

When you click on the “like” button, alink to that page is added to yourFacebook Profile and a story is sharedwith your friends

Updates

That page can also keep you updated throughyour News Feed

Applications

Building an application on Facebook gives

News feed


Pages are the best way for brands toconnect with their audience and create acommunity. Once a user connects to abrand page, the page can communicate bysending updates on the User’s wall

Building an application on Facebook givesyou the opportunity to deeply integrate intothe core Facebook experience and create aseamless experience as users browseFacebook.

Get started with a fanpage!


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

Fan Pages: actions

Pages can embed different custom elements (Video, Images, User Generated content,

polls, applications forms, reviews …) in tabs to make the users experience more

engaging, stimulate interaction and trigger the viral effect


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.

• 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.

• Users can interact with applications and share their actions with their

friends, giving more visibility and triggering the viral effect.

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%

8. to get access to exclusive content 25%

9. someone recommended it to me 22%

Fan pages: 12 reasons for fans to “like” a company page

39 % becomes a fan for brand

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)

Fan Pages: Insights 15

• 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

• …

How do I get fans?

GET FANS!


GET FANS!

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


Location Activities

Age/Birthday Interests

Gender Music

Education TV

Workplace Movies

Relationship Books

Sexual Preference

Groups

Language Applications

Facebook users can be

reached by detailing

adverts on their profile

through a wide array of

structured/unstructured

targeting variables

Facebook Rest-of-side Ads

Standard can link to an

external URL or

within Facebook

EventLinks to Event


Links to Event

Page. Users can

RSVP straight from

the ad

Connection Links to the Facebook

Page. Users can Like

the page straight

from the ad

These ads follow the user as they

navigate Facebook. They appear

everywhere except for the

Homepage

Premium Ads on the homepage


Premium ads

Connection AdComment Ad

Event Ad

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.


Sampling Ad (UK, USA and France only) Poll AdLike engagement Ad

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

B!Digital is preferred partner for

Facebook NL & BE.

Facebook appointed 2 Account

Managers to B!Digital NL, which

means we have 24/7 support.

Our ad management interface is

integrated with the Facebook API

and is the most sophisticated

management and optimization tool


• 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

management and optimization tool

for social advertising.

B!Digital delivers performance

based advertising upon superior

targeting and dynamic messaging

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Cases


Miss Sixty by B!DigitalB!Digital developed a social strategy for Miss Sixty. A rich-content, interactive Public Page, as well as

regular text, photo and video updates to Fans have allowed Miss Sixty to reach a combined user base

of 45 000 Fans in only 3 months.

Use of a vanity URL to

encourage users to

bookmark the fan page

and make it memorable to

improve return visits.


improve return visits.

Events can be used to put a

time frame on certain

elements of the campaign

keeping the brand front of

mind.

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

• 10.000 players of the game

Applications/games add

depth to an offering. They

can also create social

actions which increase the

reach of the page amongst

like-minded users

Facebook advertising via mobiel

B!Digital verzorgt het mobiele stemgedeelte van de “Maak de Smaak” campagne van

Lays. Je kunt per dag 1 keer afzonderlijk via mobiel, Hyves en Lays.nl stemmen. Om

de actie ook op Facebook onder de aandacht te brengen heeft B!Digital een mobiele

landingspagina voorgesteld die mobiel verbindt met Facebook.

1 2 3 4


1. Je stuurt een sms met de favoriete smaak naar 4411 en krijgt een sms met de mobiele link m.lays.nl terug. 2.

Vervolgens deel je de actie via Facebook 3. Op je Newsfeed wordt de “Maak de Smaak” post geplaatst 4. Je

vrienden zien de post op mobiel en web en linken door naar www.lays.nl

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


pages have all three

Downloadable content adds value to

a page, even if the content seems

very simple

A selection of advertising cases by B!Digital


Premium ad

Contact

Web

www.buongiornodigital.com


Adres

Van Heuven Goedhartlaan 935

1181 LD Amstelveen

Telefoon

+31 (0)20 530 87 60


Business

B!digital facebook 2010 oct