Making it Social
Nikki Lannen Sales, EMEA Mid Market Sales
Agenda
The World has gone social 1
How to adapt your business to that change 2
How to make the most of your campaign 3
Deals 4
My Profile. My Profile My Profile
T-Mobile advertisement
T-Mobile ad airs Liverpool Street silent disco event
T-Mobile advertisement
T-Mobile ad airs Liverpool Street silent disco event
T-Mobile ad airs Liverpool Street silent disco event
2 Weeks
Facebook group Group joins Events invites
2 Weeks
T-Mobile ad airs Liverpool Street silent disco event
2 Weeks
Flashmob in Liverpool St Station
The Web is About People
The web is organizing around people
Marketing is About People
Businesses are organizing around people
Organizing around people delivers results
FarmVille XBox
Gaming is organizing around people
Sources: Mashable, Gamespot
NY Times Twitter Huffington Post
News is organizing around people
43% of news sharing occurs through social media
Source: CNN
Music is organizing around people
Pandora Spotify
Sources: Pandora, Spotify
Shopping is organizing around people
Amazon Groupon
up to 50% increase in average order value
Sources: Social Commerce Camp, Groupon
500M users worldwide
More than half of users return daily
200M+ mobile users each month
hours Time spent
Source: Nielsen monthly time spent November 2010
7 hrs, 7 mins
1 hr, 31 mins
2 hrs, 17 mins
1 hr, 21 mins
1 hr, 16 mins
Worldwide engagement
Source: Worldwide comScore November 2010 & Facebook Internal Data, January 2011
53% daily
Active users log in (daily)
Daily
4 hours, 57 mins
Average time spent per user (monthly)
29 visits
Average visits per user (monthly)
Facebook Page
• Connections
• Brand voice
• Viral distribution
16,402,334 People Like This
2 dedicated Ad positions
Market place
Ad
Premium Ad
Premium
Ad unit
Suggestions of Friends and
Pages provide viral
distribution
Toggle between live updates and highlights view
Dashboards make it easier to discover content
Top Menu displays new notifications, requests and messages
Premium ads
100% share of voice on the most highly trafficked pages
TIME SPENT ON HOMEPAGES Facebook has the highest time per homepage impression
20
25
30
35
40
45
50
Seco
nd
s
46.0
43.1
30.9 27.5 27.2
23.0 22.9
Source: Nielsen
Premium Ads drive brand impact
Premium Engagement Ads
Event
Video commenting Poll
Sampling
Like
2x # of mentions over World Cup sponsor
169,000,000 impressions
3,000,000 liked Nike
2,500,000,000 ad views
6,400,000 video plays
Sponsored Stories is a new way to scale word of mouth
STEP 1: David likes a brand, uses an application, or checks in to a location
David likes this brand
STEP 2: A story is generated on David’s friends’ News Feeds, which they may or may not see
STEP 3: If this brand included Sponsored Stories in their Facebook Ads campaign, David’s friends see this story in the right column
Sponsored Stories
David likes this brand
Your Brand
Like
This is how it works
• Auction-based pricing
• Drive actions
• Off-site clicks
• Transactions
• Game installs
• E-commerce sales
• Kick-start fan base
1
2
3
4
Marketplace Ads can drive action
Profile-based targeting
• Location
• Age/Birthday
• Gender
• Education
• Workplace
• Relationship
• Sexual Preference
• Language
• Activities
• Interests
• Music
• TV
• Movies
• Books
• Groups
• Applications
• Connections
• Status updates
Structured Unstructured
Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken
VS
1.6X lift in brand recall
2X lift in message awareness
4X lift in purchase intent
This is the NEW word of mouth - it is twice as effective
Source: Nielsen
Facebook Ads tips
Use multiple creative assets
Example: Home Page Reach Block with multiple creative assets
• Straight forward copy
• Relevant imagery
• Tie back to brand
Be authentic
Make every word count
87 characters
135 characters
25 characters
15 characters
A/B test your ads
Use compelling imagery
Highlight brand character
Have a Facebook Page
Facebook Deals
Deals A new way to connect with customers
Reward customers when they check in
on Facebook
‣ Generate in-store traffic
‣ Generate buzz among friends online
‣ Build loyalty
Places Who. What. When. And now where.
See who’s checked in nearby
Generating a story in their News Feed
And tell your friends where you are and who you’re with
Individual deals ‣ Launch a new product, offer a promotion, or reward your
customers. This is a great way to drive in-store traffic
Loyalty deals ‣ Reward your most loyal customers
‣ Deals may be claimed after a certain number of check-
ins
Loyalty Deals ‣ Reward your most loyal
customers and offer a
deal after a certain
number of check-ins
Friend Deals ‣ Encourage customers
to bring their friends
and family to your
stores
Charity Deals ‣ Give back to the community and incentivize customers
to check in by offering charity donations
Newsfeed Stories – 4 types
Check in Story
Claim Story
Publish Story
Share Story
10,000 free pairs of jeans
“It’s a great traffic driver” Financial Times
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