SEO and Digital PR - How to Connect Your Teams to Maximise Success
Facebook as a Tool for Market Development
1. Capri, 2 ottobre 2013
Il social come strumento di
sviluppo del mercato
Cris Nulli
Client Partner, Facebook
2. Unparalleled reach and engagement
Every day.
Every month.
That’s
699M
people daily
469M
people monthly
people daily on mobile
61% of monthly active users return daily
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users
calculated with data from eMarketer, April/May 2013
Titolo, Capri 2 ottobre
1.15B
819M
people monthly
on mobile
45%
of internet
users
globally
That’s
19%
of mobile
phone
users
globally
3. Facebook in Italy
Every day.
Every month.
>17M
people daily
>10M
>24M
people monthly
people daily on
mobile
That’s
71%
of internet
users in
Italy
That’s
74%
of monthly active users return daily
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of
internet and mobile phone users calculated with data from eMarketer, April/May 2013
Titolo, Capri 2 ottobre
>16M
people monthly
on mobile
32%
of mobile
phone users
in Italy
8. Clear business objectives for brands
Brand differentiation
Revenue growth
Customer
acquisition
Titolo, Capri 2 ottobre
9. Facebook is not a website
It is a distribution system.
Titolo, Capri 2 ottobre
10. Striking photo and video real estate across devices
Titolo, Capri 2 ottobre
11. Goals
Achieve reach and create
awareness among fans and
friends of fans of Maggi fix & frisch
Gemüse-Pfanne mit Hähnchen, a
seasoning mix for chicken and
vegetables.
Expand its customer base to
include a younger demographic,
especially young families and
mothers.
Titolo, Capri 2 ottobre
“Facebook was not only a
cost-effective way of
boosting our reach, it
delivered sales efficiently
and helped us reach new
buyers.”
Tina Beuchler, Head of Media
Communication, Nestlé Deutschland AG
12. Facebook offers a positive
gross and net ROI:
19% of campaign-driven sales came from
Facebook, using only 8% of the total
campaign spend.
2.5X
greater ROI through Facebook than
TV, with much lower cost per reach.
Expansive reach: Facebook Ads
reached 30% of German online users
(~ 13 million).
Almost 2 million people were
reached exclusively on Facebook.
Strong synergistic effect of
cross-media exposure:
those who saw both Facebook and TV were
impacted 54% more greatly than the sum of
the individual impacts of either medium.
Titolo, Capri 2 ottobre
Page post ads
We have unparalleled reach and engagement on Facebook – many of our users are returning daily and a very high proportion of them are on mobile. This lets you target them every day. To put this into perspective, we have:Everyday in the US on mobile, Facebook sees on average 8x more people than Twitter. (comScoreMobileMetrix, US, March 2013).70% more people daily than YouTube (comScore Key Measures, US desktop, April 2013).Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013.**Please do NOT modify or change any stats in the Country Snapshot. They will be updated on a quarterly basis with approved numbers.**
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013.**Please do NOT modify or change any stats in the Country Snapshot. They will be updated on a quarterly basis with approved numbers.**
IF YOU’RE THINKING ABOUT FB AS A WEBSITE YOU WILL LIKELY FAIL -- Your page is not a destination, your page is not a community of people, you are a part of people’s community, and you reach them in their personalized newspaper(Don’t think of this as your brand community, but think that HE has let you into HIS community)-- How many of you have ever gone on someone else’s Facebook account? That’s because it’s actually a very foreign experience to step into someone else's personalized newspaper. It would be like opening up someone’s email, text messages or listening in on a phone call with two strangers who like baseball and not football, who like rap, not rock and who only drink red wine and not whiteFB IS A NETWORKYOU CAN USE IT TO FIND EXACTLY THE RIGHT PEOPLESERVE THEM A MESSAGE THAT HITS HOMEAND THEN USE THEIR ENGAGEMENT TO ENLIST OTHERS – AND YOU DO THIS THROUGH THE FACEBOOK NEWS FEED
Some people see those numbers and say, “We get it. You’re cheap. But Facebook doesn’t provide enough space to do brand building work.” Actually with the changes we’ve made over the last year or so, Facebook provides almost screen-filling real estate across all devices, so that you can reach your target with great brand-building creative wherever they are.