Trevor Johnson, Head of Strategy and Planning, explains how marketers can use Facebook to reach their audiences

2. Social Changes Everything
Demystifying Social Media: WPP
Trevor Johnson, Head of Strategy and Planning
March, 2010

3. 1 2 3
The world’s Social changes You can be social
gone social everything too

6. 400M 100M
monthly active users mobile users

8. Brands have gone social
Millions of fans
6,100,000
5,200,000
4,300,000 4,400,000
4,000,000
3,600,000
3,200,000

9. 1 2 3
The world’s Social changes You can be social
gone social everything too

10. 1. the growing
importance of identity
& authenticity
2. opportunities will be
driven by platform and
technology

11. mapping the social graph is Facebook’s core product

12. Social is built on 3 pillars
Underpinned by Technology / Platform
Identity Sharing Platform
Identity, Social Graph & Sharing via Social Graph Technology that
Authentic Connections – Evolving Over Time Underpins and Enables

13. A platform for 3 core audiences
Global Platform Providing Efficiency, Effectiveness, Scale
BRANDS
Users Developers Organisations
Developer Community Brands and
Real People
Creating Experiences Organisations

14. Identity is core
Real People Sharing and Connecting with their social graph

16. The Power of the Stream
Information from your Social Graph

17. 1 2 3
The world’s Facebook changes You can be social
gone social everything too

19. Social changes everything
Brand Communication Changes: Engagement

20. Social changes everything
New way of thinking for Marketers
From… …To
Traditional Online Engagement

22. 1 2 3
The world’s Facebook changes You can be social
gone social everything too

23. You can be social too
Simple steps for Marketers
1 Make it social, leverage the
platform and the social graph
2 Keep it simple, get started
and iterate
Don’t think in campaigns and silos –
3 develop a conversational calendar
4 Think differently – harness new
opportunities and experiment

24. Make it Social – Drive Earned Media
Engagement Ads
1. RSVP to event 2. Invite friends 3. Add personal message

25. You can be social too: Grow a fan base
Grow a Fan Base and Publish

26. You can be social too
Users become creators – create new products

27. Identity drives engagement & relevance
Myspace Love Music and Facebook Connect
Choose the artist
you want to
connect to
Visit MySpace One click Connect generates
Site & Connect a personalised, highly
with Facebook
shareable video which can
be posted to Profiles
Customised video generated where artist interacts with the user’s
profile Pic!

30. you can be social too – harness new opportunities

31. the virtual economy will be worth $10bn in 2010.

32. Social Drives response at scale
Bulk Upload Tool
What the bulk uploader delivers:
• One-stop shop to easily create, target, edit,
and track ads
• Drives down the price of media through
optimisation
• More cost-effective media
• Better conversion rates than generic ASUs
• Allows you to buy, manage and optimise big
campaigns

33. Create a Conversational Calendar: “Always On”
Social Media Activity
February March April May June July August September October November December
Phase 1: Football TV Ad, Fan TV Ad Phase 2: Status
recruitment + competition to win training update and Profile Get Britain Playing: Grass Roots Football
pic donations, Elf Phase 3: World Cup: Tacticals
Camp places and appear in video
yourself and John around England Games
Barnes Rap
Brand Initiative
Become A fan and
Become a fan ads, polling, video
Become a Fan only Reachblock on St
commenting around England Series of Event ads to promote Football games offline
Messaging to include competition Georges Day
games. Reachblocks on key dates
Promoting
Promote Competitions via page, host TV spots Implement Status
Tactical Status Updates on
and supporters video on page update and Profile Get Britain Playing: Grass Roots Football: Offline Events, Groups and Teams to congregate
Pic App to page and England games
on Mars Page
promote
Updates based on World Cup content, live chats, John Barnes, Games etc
Page Content
Page Insights to Ad Ad End of Year Ad
establish Effectiveness Effectiveness Page Insights Effectiveness
targeting Study Study on Tier 2 and pulse Study?
only
Page Insights
and pulse for
Phase 3
Understand campaign
targeting

34. To win in today’s world
requires
A different mindset
different approaches
different ways of working