Why and how to successfully use facebook for marketing - Greece december 2010
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Athens, December, the 20th, 2010
Why and how to successfully use Facebook for marketing
Thomas Jestinco-founderKRDS
Preferred DeveloperConsultant
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The Social Media
Universe
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+ 550 millions monthly users
half of them log in daily
More than 100M users
75%: less than 5 tweets
46 years of Youtube video viewed in any given day on
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2008: « facebook » overtakes « sex » on Google
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Facebook leads sharing
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Time to reach 50M users
13 years 4 years 3,5 years 3 months
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From 0 to 1,5 millionusers in 30 days
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Novembre 2010
US 25% of
viewed pages
with ads
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2009 - 2010
x 10Advertisers’ spendings
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Search
TVRadio PressBillboards Internet
Global advertising expenses
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1990-2009: $250 millions spent in TV ads during the Super Bowl
2010 : Pepsi stopped
TV ads
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+1,5 millions fans in one weekend
Video viewed and commented more than 9 millions times
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Davide GrassoNike's chief marketing officer
“Facebook is the equivalent for us to what TV was for marketers back in the 1960s.
It's an integral part of what we do now.”
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The Facebook Marketing Toolbox
Europe 2010
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The Facebook Marketing toolbox- Europe 2010
Page Application
Engagement AdsStandard Ads
Social Plugins
Facebook Connect/Open Graph API
Places
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Since Nov 2007Self-serving platform
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Since May 2007
Facebook opens itself to third-party developers
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1600 Candidates
150 000 voters
Universal AZ music label
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« Ads should be content ! »
Engagement AdsSince 2008
VideoEvent
SamplePoll
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Credits
Deals
2011
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Facebook Page
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Why should a brand get fans?
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16%
28%3
3%
16%
8%
1. Your potentiel customers use Facebook!
13 - 17 y.o.475k
18 - 24 y.o.847k
25 - 34 y.o.987k
35 - 44 y.o.475k
+ 45 years o.251k
54% Men
46% Women
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…messages to its fans:
- for free
- repeatedly
2. Because a brand can send…
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…messages that include pictures and brand logo…
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- like
- comment with their real identity
- share with their 130 friends
…messages that fans can:
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3. Because more than 33% of fans say their purchasing intent has increased
since they became fans
You buy this
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Whydoes a userfan a brand?
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1. To get promotions & deals
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2. By love of the brand
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3. To keep up with the
brand’s news
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Facebook Page: a two-sided strategy
Get fans Interact with fans
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Awareness
Education
Serious engagement
Desire
Facebook Marketing Funnel
Fans base growth
Simple engagement
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Awareness
Education
Serious engagement
Desire
Community Management(Story Telling)
Simple engagement
Facebook Marketing Funnel
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Awareness
Education
Simple engagement
Serious engagement
Desire
Call to action
Story telling
Fans comment, like and share
Facebook Marketing Funnel
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Awareness
Education
Serious engagement
Desire
Simple engagement
Call to action
Users subscribe to a newsletter…
… or complete a purchase
Facebook Marketing Funnel
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How toget fans ?
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DON’T Create a group
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DOThink twicebefore pickingyour page name
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DOGet your vanity URL
DON’T
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DON’T Let non-fans land on the wall
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DOSet a welcome tab to greet non-fans and induce them to like
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DON’T
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DOLeverage your online audience seriously
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DOLeverage your packaging!
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DOBuy Facebook Ads
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DOFacebook Ads + Application
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+130 000 fans
in 1 month
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80 000
forms were filled
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How to interact with fans ?
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DON’TLoose control of your wall
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95% of the interaction between a page and its fans don’t take place on tabs
….but on fans’ homepage!
DON’TAdd too many custom tabs
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DOPost photos and questions
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DOBe grateful to your fans!
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DORespect Terms Of Service Facebook & Platform Policies
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“Facebook is the future”
“Facebook is a must-have for digital advertising and brand building”
Advertising budget : $9 billions/year
Innovation Outreach Venturing Day, janvier 2010