Why and how to successfully use facebook for marketing - Greece december 2010
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1) Facebook has over 500 million monthly active users, half of which log in daily. It has become a major platform for digital marketing. 2) Brands are encouraged to create Facebook pages to interact directly with customers for free and gain new fans through promotions and content sharing. More than 33% of fans say their purchasing intent increases after becoming a fan. 3) To grow a fan base, brands should leverage their existing audiences, buy Facebook ads, post engaging photos and questions on their page wall, and be grateful for fan interactions. Carefully managing a page is important for maintaining control and complying with Facebook policies.
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Why and how to successfully use facebook for marketing - Greece december 2010
- 1. PreferredDeveloper Consultant Why and how to successfully use Facebook for marketing Thomas Jestin co-founder KRDS Athens, December, the 20th, 2010
- 2. The Social Media Universe
- 3. 46 years of Youtubevideoviewed in anygivenday on Facebook More than 100M users 75%: lessthan 5 tweets + 550 millions monthlyusers half of them log in daily
- 4. 2008: « facebook » overtakes « sex » on Google
- 6. Time to reach 50M users 13 years 4 years 3,5 years 3 months
- 7. From 0 to 1,5 million users in 30 days
- 8. Novembre 2010 US 25% of viewed pages withads
- 9. 2009 - 2010 Advertisers’ spendings x 10
- 10. Global advertisingexpenses TV Radio Press Billboards Internet Search
- 11. 1990-2009: $250 millions spent in TV adsduring the Super Bowl 2010 : Pepsi stopped TV ads
- 14. Video viewed and commented more than 9 millions times +1,5 millions fans in one weekend
- 15. “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.” Davide Grasso Nike's chief marketing officer
- 16. The Facebook Marketing Toolbox Europe 2010
- 17. The Facebook Marketing toolbox- Europe 2010 FacebookConnect/ Open Graph API Page Social Plugins Application Places Engagement Ads Standard Ads
- 19. Since May 2007 Facebook opens itself to third-party developers
- 20. Universal AZ music label 1600 Candidates 150 000 voters
- 22. Since 2008 Engagement Ads « Adsshouldbe content ! » Video Event Poll Sample
- 24. Facebook Page
- 25. ? Why should a brand get fans
- 26. 1. Your potentiel customers use Facebook! + 45 years o. 251k 13 - 17 y.o. 475k 35 - 44 y.o. 475k 54% Men 46% Women 18 - 24 y.o. 847k 25 - 34 y.o. 987k
- 27. 2. Because a brand cansend… …messages to its fans: - for free - repeatedly
- 28. …messages thatincludepictures and brand logo…
- 29. …messages that fans can: - like - comment withtheir real identity - sharewiththeir 130 friends
- 30. You buythis 3. Because more than 33% of fans saytheirpurchasingintent has increasedsincetheybecame fans
- 31. ? Why does a user fan a brand
- 32. 1. To get promotions & deals
- 33. 2. By love of the brand
- 34. 3. To keep up with the brand’s news
- 35. Facebook Page: a two-sidedstrategy Get fans Interactwith fans
- 36. Facebook Marketing Funnel Awareness Fans base growth Education Desire Simple engagement Serious engagement
- 37. Facebook Marketing Funnel Awareness Education Community Management (Story Telling) Desire Simple engagement Serious engagement
- 38. Facebook Marketing Funnel Awareness Fans comment, like and share Education Desire Story telling Simple engagement Call to action Serious engagement
- 40. Facebook Marketing Funnel Awareness Userssubscribe to a newsletter… … or complete a purchase Education Desire Simple engagement Serious engagement Call to action
- 41. How to get fans ?
- 42. DON’T Create a group
- 43. DO Thinktwice beforepicking your page name
- 44. DO Getyourvanity URL DON’T
- 45. DON’T Let non-fans land on the wall
- 46. DO Set a welcome tab to greet non-fans and inducethem to like
- 47. DON’T
- 48. DO Leverageyour online audience seriously
- 52. DO FacebookAds + Application
- 53. +130 000 fans in 1 month
- 54. 80 000 formswerefilled
- 55. How to interactwith fans ?
- 56. DON’T Loose control of yourwall
- 57. DON’T Addtoomany custom tabs 95% of the interaction between a page and its fans don’ttake place on tabs ….but on fans’ homepage!
- 58. DO Post photos and questions
- 59. DO Be grateful to your fans!
- 60. DO Respect Terms Of Service Facebook & Platform Policies
- 61. Advertising budget : $9 billions/year “Facebook is the future” “Facebook is a must-have for digital advertising and brand building” Innovation OutreachVenturing Day, janvier 2010
- 62. PreferredDeveloper Consultant Q&A Thomas.Jestin@krds.fr KRDS co-founder Athens, December, the 20th, 2010