Build your brand on Facebook
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Petter Høie, Facebook Nordics, om branding på Facebook
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Build your brand on Facebook
- 2. Her skulle det vært en film, Petter. Men den kom ikke før i dag morges og dermed rakk jeg ikke å installere det programmet som kan kjøre nettopp DENNE filmen, dessverre… : -) Nils Petter P.S: Jeg prøvde virkelig
- 3. 3 simple things for marketers Innovations Facebook Pages Facebook Ads Drive traffic on & off of Facebook Build Fans & communicate directly with them Facebook Connect, Applications & new Ad products
- 4. Facebook Pages 1: Fan connection 2: Brand voice 3: Viral distribution
- 5. Page wall: engagment, feedback, conversation
- 8. Engage and integrate with you connections
- 9. Our Ad Strategy From targeted reach to driving connections and the value of social context
- 10. Word of mouth
- 11. Friends influence friends Word of mouth (wom)
- 12. Like ad Like ad med “social context” +68% increase in brand lift Fans increase campaign performance
- 14. 169,000,000 impressions 3,000,000 liked Nike 2,500,000,000 ad views 6,400,000 video plays
- 15. ...... Noen ord om promotion guidelinens.....
- 17. Takk for meg [email_address]
Notas do Editor
- (For visually simplified version of this slide see “Extras” section at the end) Facebook is the best platform on which marketers can connect and engage with people. With more than 250 million people, Facebook is the most powerful combination of reach and engagement available today. No other medium can deliver scale and engagement within an authentic social context and create organic impressions based on real actions taken by real people. All of this combined makes marketing more effective, delivers viral campaigns at scale and creates endless opportunity for future engagement with existing and potential customers. And businesses are seeing that it works. People are posting comments about pizza, uploading photos of cars and discussing films all on Facebook. They have always done it offline but marketers only observed from a distance. Facebook puts the marketer directly into the discussion. Much of this is driven by advertising that works the same way people are used to interacting on Facebook – by connecting, commenting and sharing. It also works because markets are increasingly engaging in the discussion and bringing consumers into the fold. All of this means marketers need to re-think the way they engage with their customers. The days of six month content cycles, “big idea” creative pushes and buzz marketing with no buzz are over. Marketers need to engage directly with their customers and do it regularly and authentically. Special offers are great – people love them – but new kinds of content will keep people coming back for more and drive greater brand affinity. Today, people want to be part of the conversation and it is the marketer’s job to stimulate, not stifle, the discussion in an open, public setting. The marketing reality presents challenges in the way marketing is done but it presents so many more opportunities. It is more open, yes, and that is new for many marketers. But it is also more connected and that means that the benefits of an ongoing, interactive conversation between brands and people are here.
- Fans increase future campaign performance. The ad with social context lifts brand metrics an average of 68%.
- T: But what you’re looking at isn’t Adidaas – it's Nike. In order to drown out the noise Adidaas was making, Nike did a massive campaign – Write the Future for World Cup They created a 3 min video with all the assets that they own – Renaldo, etc. They had great, emotional creative. And they did it on Facebook. T: The results were incredible.
- C: Ads seen 2.5B times. 3M people liked Nike football. Their three-minute “Write the Future” video played 6.4M times on Facebook. And these actions drew more than 169M organic impressions This is friends telling friends about Nike And if you a sk most people who the main sponsor was of the World Cup? Most would say Nike. T: We believe this type of impact is possibly by all brands.
- we have always thought that facebook was a utility that everyone in the world could use. everyone has a set of friends, acquaintances, connections -- and people learn about a lot of new things through these connections. this year, a ^lot of people learned about facebook through their friends on the site.
- we have always thought that facebook was a utility that everyone in the world could use. everyone has a set of friends, acquaintances, connections -- and people learn about a lot of new things through these connections. this year, a ^lot of people learned about facebook through their friends on the site.