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Van Heuven Goedhartlaan

935

1181 LD Amstelveen

The Netherlands

Facebook Social Technology 2011

• Who are we?

- Buongiorno

- B!Digital Netherlands

• Why does your company needs Facebook?

- Statistics

• Facebook ecosystem

• Get started with a fanpage

• How do I get Fans?

• How can we help you?

• Cases

Presentation

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.

• Presence in 57 countries on five continents.

• Direct connections to over 130 operators, ISPs andmedia groups.

• Top 3 player in 8 of the most important mobilemarkets.

B!Digital The Netherlands 2011

Facebook

Why does your Company need Facebook?

1. 637m 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 dayon Facebook, logs in twice a day and 50% returns daily

3. Facebook makes Google nervous. In March 2010 Facebook.com surpassedGoogle.com in visits (US).

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 637m users who constantly share who they are, where theylive, what they like and what they want

So take part in the conversation!

Facebook penetratie Nederland – Februari 2011

User Growth: Facebook Netherlands

User Age Distribution: Facebook

Netherlands

User age: 77% between 18-44

Number of Facebook users in The Netherlands:

3 774220

• Men: 49 %• Women: 51 %

The Facebook ecosystemSocial 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 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

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

News feed

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

Fan pages: Engaging your fans on facebook with applications

• Applications are designed to enhance the user experience on Facebook withengaging games and useful features like Events and Photos.

• Users can interact with applications and share their actions with their friends, givingmore 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% 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: 12 reasons for fans to “like” a company page

39 % becomes a fan for brand affilliation reasons

Fan Pages: Insights

• Brands can monitor their facebook community through a set of detailedmetrics 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!

Facebook advertising– A new way of targetingUnlike “traditional” online display advertising, facebook

social ads are targeted on the user’s profile rather than onthe properties they might visit: is therefore possible to showads to specific groups of users based on their behavior andthe personal information they share on the site, raising

consistently the advertising efficacy.

Structured Unstructured

Location Activities

Age/Birthday Interests

Gender Music

Education TV

Workplace Movies

Relationship Books

Sexual

PreferenceGroups

Language Applications

Facebook users can bereached by detailingadverts on their profilethrough a wide array ofstructured/unstructuredtargeting variables

Facebook Rest-of-side Ads

Standard can link to an external URL or within Facebook

EventLinks to Event Page. Users can RSVP straight from the ad

Connection Links to the FacebookPage. 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

Like Engagement Ad Comment Ad Event Ad

Sampling AdPoll 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.

Standard Ad

Best Practices for a good campaign

1. Use a definite call-to- action when buying CPC ; click now, find here, win, for

free etc.

2. Use colorful, outstanding photograph’s , symmetric faces work really well.

3. Close-ups of symmetric faces work really well.

4. Be rather vague, don’t tell everything you have to say in the body text, give

them a reason to click

5.Use text only in the body or titles, text in the images is not advisable.

6.Use at least 5 different images, titles and body text to optimize.

7. Think about how you can seduce your audience best, make different images for

men and women/ young and old.

8. Relate to the social context of Facebook.

9. Learn by your mistakes! Make better campaign material based on the results of

the first week.

10.Be original!

Go beyond the click to discover what’s really valuable.

When you use engagement

ads or “like” ads to

promote your app or fanpage

also look at the percentage

of clicks came that from

social endorsement. The viral

effect of your campaign relies

on

1)Social impressions: ad

impressions that include

social endorsements

2)Social clicks: clicks on ads

that originated from an ad

with social endorsements

B!Digital can give you insight

in the viral effect of your

campaign.

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

- 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

B!Digital is preferred partner forFacebook NL & BE.

Facebook appointed 2 AccountManagers to B!Digital NL, whichmeans we have 24/7 support.

Our ad management interface isintegrated with the Facebook APIand is the most sophisticatedmanagement and optimization toolfor social advertising.

B!Digital delivers performancebased advertising upon superiortargeting and dynamic messaging

Guidelines for setting up promotions: 5 basic rules1. Read the Facebook promotion guidelines

http://www.facebook.com/promotions_guidelines.php

3. Don’t call Facebook your“partner”

4. Understand local rules, and how they can affect your Facebook

promotion

5. Heed Facebook’s formatting requirements

You can only administer a promotion through an application on the Facebook

Platform and you can only have users enter the promotion in specific locations

on your Page. Either the canvas Page of an app or an application box in a tab on

your Page may be used for entry into your promotion on Facebook.

6. Don’t require Facebook actions like “Like” “Tag”, “Share”Many advertisers on Facebook neglect this rule. However your page can be

deleted when pursuing to use these actions for promotional purposes. You

can’t ask people to tag or share content in order to enter a contest. You can

however require to “like” to enter a promotional tab on your fanpage.

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Facebook advertising via mobielB!Digital is Lays partner in the mobile voting part of their “Maak de Smaak” campaign. Since Facebook recently launched Facebook connect for mobile we tested with a landingspage connected to social media platforms like Hyves, Twitter and of course Facebook.

1. Send a vote to 4411 and receive a mobile landingpage: m.lays.nl 2. Share your vote on Facebook 3. A “Maak de Smaak” post is published on your Newsfeed 4. Friends see the post and will be triggered to vote also at www.lays.nl.

Contact

Adres

Van Heuven Goedhartlaan 935

1181 LD Amstelveen

Telefoon

+31 (0)20 530 87 60

Web

www.buongiornodigital.com