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Opportunities for brands & businesses within
Opportunities for brands & businesses within
David Parfect – Group Head Facebook [email protected]
David Parfect – Group Head Facebook [email protected]
11 Facebook:Facebook:Where we are & How we got hereWhere we are & How we got here
22Connecting with Connecting with Consumers:Consumers:How it can be done & examplesHow it can be done & examples
33 Closing PointsClosing PointsOur advice for the social spaceOur advice for the social space
Real people, real identitiesWho we are & what we do
Source: Facebook internal data, April 2010
Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
Facebook reaches 1/3 of the UK60% of the online population
24 million – 24 million – 50% return 50% return
dailydaily2008 2009 2010
Source: Total UK active audience, Facebook internal, data April 2010
Facebook has a mainstream UK audience35+ is now the fastest growing audience on Facebook
malefemale
People interact in multiple ways
Photo’s Events Video Content Messages Groups Pages Applications
Mobile?
2. Connecting with 2. Connecting with ConsumersConsumers
InnovationsInnovationsInnovationsInnovationsFacebook Facebook PagesPages
Facebook Facebook PagesPages
Facebook Facebook AdsAds
Facebook Facebook AdsAds
We do 3 simple things for marketers
Drive traffic on & off of Facebook
Drive traffic on & off of Facebook
Build Fans & communicate directly with them
Build Fans & communicate directly with them
Facebook Open Graph, Applications & new Ad products
Facebook Open Graph, Applications & new Ad products
2 dedicated Ad positions – ‘pitch to sale’
Homepage Ad
Ad Ad SpacSpac
e e UnitUnit
Brand: Homepage Ads
Direct Response: ASU’s
Advertising Opportunities
Like adLike adVideo CommentingVideo Commenting Event AdEvent AdPoll AdPoll Ad Virtual GiftVirtual Gift
Video Homepage AdVideo Homepage Ad Homepage Ad
Homepage Ad
ASUASU
Standard Ads (Can be used to drive traffic to any destination)
Engagement Ads (Require a Facebook Page to support them)
BRAND
Each time users interact, 5% of their friends will see the action
Branded communication on Facebook
Earned Media Bought Bought Media Media
Owned Media
Starbucks global network
Starbucks have pioneered the space –
generating relationships through causes & in-
store offers
Marks & Spencer creating dialogue & driving Sales
Over 100,000 fans, all talking and connecting
around love of M&S
Skinny Cow - Facebook as a central hub
Vanity URL was used in above the line advertising
Tabbed approach used for to house different bits of content
A distinct tone of voice was developed to
communicate with the user base
Generating 11,000 fans in the first
week, an above the line campaign using Facebook as a fully integrated ‘Hub’ for
the campaign
3. Closing Points3. Closing Points
It’s relationships,It’s relationships,not marketingnot marketing
Build social into a wider strategy
Be Authentic
Amplify. Change. Ignore
Scale
Real people
Engagement
3 Facebook takeaways
Thank you
Appendix
Vitaminwater using Facebook to inspire new products
Facebook users voted on their flavour combinations, to produce ‘Connect’ a new flavour for Vitaminwater –
Sold over a million SKUs
2010 – Measurement & Insight
Valuation Consumer Insights
AdvertisingAd Effectiveness
Determine the total value of your
Facebook campaign and optimise
Detect influence of a campaign on
consumer attitudes and behaviors
Gain better understanding of what consumers do & like
Connect with users the same way they connect with their friends
2010/11 Facebook Conversational Calendar
April May June July August September October November December January February March
BrandingBuilding
awareness and engagement
ConnectionsBuilding consumer
relationships
ResearchInsights &
Measurement
InitiativeThemes, key
messages, major events/sponsorshi
ps
Bring together with long term plans
