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A Buongiorno company
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Facebook Social technology 2010
14 October 2010A Buongiorno company
A Buongiorno company
• Who are we?
- Buongiorno 2010
- B!Digital Netherlands
• Why does your company needs Facebook?
- Statistics
• Facebook ecosystem
• Get started with a fanpage
• How do I get Fans?
• How can we help you?
• Cases
Presentation
A Buongiorno company
Buongiorno Group
• Italian multinational specialized in mobile media.
• Revenue of 259 million euro in 2009.
• 54.5% average growth since 2000.
• Listed to the Milan Stock Exchange.
• Over 1,000 employees in 24 offices worldwide.
• Presence in 57 countries on five continents.
• Direct connections to over 130 operators, ISPs andmedia groups.
• Top 3 player in 8 of the most important mobilemarkets.
A Buongiorno company
Loyalty
Social
Media
Marketing
Marketing
Services
Reach
Consumer
Interaction
B!Digital The Netherlands 2010
A Buongiorno companyA Buongiorno company
• Mobile Sites
• Mobile Applications
•Mobile Tickets
• Mobile Coupons
• SMS & Response
• Consultancy
• Strategy
• Fullfillment
• Fan Pages
• Facebook applicaties
• Advertising
• Mobile Rebate
• CRM
• IMM
• Couponing
• Hot Advertising
• Direct SMS
• Direct MMS
• Ad Server
• Mobile Display
• Mobile Ad Sales
* ook op
inventory van:
ReachSocial
Media
Marketing
Marketing
ServicesLoyalty
B!Digital The Netherlands - Product Portfolio
A Buongiorno company
A Buongiorno company
Why does your Company need Facebook?
1. 500m users in the world. This makes Facebook as large as worlds third country
2. Strong engagement platform: An average Facebook user spends 55 minutes per day on Facebook, logs in twice a day and 50% returns daily
3. Facebook makes Google nervous. In March 2010 Facebook.com surpassed Google.com in visits (US).
4. Facebook fans spend more money, are loyal and create word of mouth:
• Facebook fans spend more money ($71.84 per year more than non-fans)• Fans are more loyal in continuing using a brand (28 % more likely than non-
fans)• Fans recommend your product to other fans (41 % more likely than non-fans)
Facebook has 500m users who constantly share who they are, where they live, what they like and what they want
So take part in the conversation!
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Facebook penetratie Nederland – November 2010
User Growth: Facebook Netherlands
User Age Distribution: Facebook
Netherlands
User age: 71% between 18-44
Number of Facebook users in The Netherlands:
3 138 100
• Men: 49 %• Women: 51 %
A Buongiorno company
The Facebook ecosystemSocial ads
Facebook offers the possibility to reachonly the target audience that is relevant foryour Brand/Promotion. Targeting can benbased on many demographic variables andsocial interests, and they can promote fbPages, Applications or external resources.
Facebook Pages
Pages are the best way for brands toconnect with their audience and create acommunity. Once a user connects to abrand page, the page can communicate bysending updates on the User’s wall
The Like Button
When you click on the “like” button, alink to that page is added to yourFacebook Profile and a story is sharedwith your friends
Updates
That page can also keep you updated throughyour News Feed
Applications
Building an application on Facebook givesyou the opportunity to deeply integrate intothe core Facebook experience and create aseamless experience as users browseFacebook.
News feed
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Comparing with Hyves, Facebook is not a profile based social network.
Facebook users spent the most time at their own Newsfeed, where they get updates of
their friends and the pages they follow.
To generate more awareness as a brand, it is very important to be present in this
stream of information. To gain presence of visibility a brand has to let her users interact
with her page/application.
Facebook vs. Hyves
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Get started with a fanpage!
A Buongiorno company
Using Fanpages for interaction
• Brands can create a presence with a fan page that looks and behaves like User Profiles to connect and engage with customers and amplify their voice to their friends.
• Your Facebook page is a mini community which you have to keep alive with social actions to engage your fans. Thereby you create interaction which equals viral marketing
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Fan Pages: actions
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Fan pages: Engaging your fans on facebook with applications
• Applications are designed to enhance the user experience on Facebook withengaging games and useful features like Events and Photos.
• Users can interact with applications and share their actions with their friends, givingmore visibility and triggering the viral effect.
A Buongiorno company
1. to receive discounts and promotions 40% 2. to show my support for the company to others 39% 3. to get a “freebie” 36% 4. to stay informed about the activities of the company 34% 5. to get updates on future products 33% 6. to get updates on upcoming sales 30% 7. for fun or entertainment 29% 8. to get access to exclusive content 25% 9. someone recommended it to me 22% 10. to learn more about the company 21%11. for education about company topics 13% 12. to interact 13% (Bron: ExactTarget 25 augustus 2010)
Fan pages: 12 reasons for fans to “like” a company page
39 % becomes a fan for brand affilliation reasons
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Fan Pages: Insights
• Brands can monitor their facebook community through a set of detailedmetrics about fans and their behavior within the page.
• Several insights are available to page owners:
• Demographics
• Countries/Cities/Languages
• Fans growth
• Media consumption
• Page views
• …
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How do I get fans?
GET FANS!
A Buongiorno company
Facebook advertising– A new way of targetingUnlike “traditional” online display advertising, facebook
social ads are targeted on the user’s profile rather than on theproperties they might visit: is therefore possible to show adsto specific groups of users based on their behavior and thepersonal information they share on the site, raising
consistently the advertising efficacy.
Structured Unstructured
Location Activities
Age/Birthday Interests
Gender Music
Education TV
Workplace Movies
Relationship Books
Sexual
PreferenceGroups
Language Applications
Facebook users can bereached by detailingadverts on their profilethrough a wide array ofstructured/unstructuredtargeting variables
A Buongiorno company
Facebook Rest-of-side Ads
Standard can link to an external URL or within Facebook
EventLinks to Event Page. Users can RSVP straight from the ad
Connection Links to the FacebookPage. Users can Like the page straight from the ad
These ads follow the user as they navigate Facebook. They appear
everywhere except for the Homepage
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Premium Ads on the homepage
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Premium ads
Like Engagement Ad Comment Ad Event Ad
Sampling Ad (UK, USA and France only)Poll Ad
These engagement ads appear on the Facebook homepage. They generate a Newsfeed story on the Notification Wall and create a big viral effect due to the recommendations users see from your friends. Premium ads can be displayed as a reach block (homepage takeover for a day) or targeted based on Cpm rates.
Standard Ad
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How can B!Digital help you?Facebook advertising
• Advice
- How to build a successful Facebook campaign
• Buying
- Give estimations for the expected amount of clicks/views
- Billing Facebook
- Setting up premium ad campaigns
• Campaign management
- Analyzing
- Monitoring
- Optimizing: Intelligent targeting, target on friends of “likes”
Fan pages
• Design and development
• Applications and gadget implementations
• F Connect (connecting websites to Facebook)
• Building and moderate communities
B!Digital is preferred partner forFacebook NL & BE.
Facebook appointed 2 AccountManagers to B!Digital NL, whichmeans we have 24/7 support.
Our ad management interface isintegrated with the Facebook APIand is the most sophisticatedmanagement and optimization toolfor social advertising.
B!Digital delivers performancebased advertising upon superiortargeting and dynamic messaging
A Buongiorno company
Go beyond the click to discover what’s really valuable.
When you use engagement
ads or “like” ads to promote
your app or fanpage also
look the percentage of clicks
came from social
endorsement. The viral effect
of your campaign relies on
1) Social impressions: ad
impressions that include
social endorsements
2) Social clicks: clicks on
ads that originated from
an ad with social
endorsements
B!Digital can give you insight
in the viral affect of your
campaign.
A Buongiorno company
Guidelines for setting up promotions: 5 basic rules
1. Read the Facebook promotion guidelines
http://www.facebook.com/promotions_guidelines.php
3. Don’t call Facebook your “partner”
4. Understand local rules, and how they can affect your Facebook
promotion
5. Heed Facebook’s formatting requirementsYou can only administer a promotion through an application on the Facebook
Platform and you can only have users enter the promotion in specific locations
on your Page. Either the canvas Page of an app or an application box in a tab
on your Page may be used for entry into your promotion on Facebook.
6. Don’t require Facebook actions like “Like” “Tag”, “Share”
Many advertisers on Facebook neglect this rule. However your page can be
deleted when pursuing to use these actions for promotional purposes. You can’t
ask people to tag or share content in order to enter a contest. You can however
require to “like” to enter a promotional tab on your fanpage.
A Buongiorno company
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Cases
A Buongiorno company
A Buongiorno company
3Italia by B!Digital
3 Italia was looking for a Facebook strategy to interact with their fans on Facebook. B!Digital developed a fan page with a game and application for Blackberry users. To drive fan rates several ads were used to promote the page.
The result were:
• 21.000 fans in only a few weeks.
• Over 100million impressions
• 10.000 players of the game
Applications/games add depth to an offering. They can also create social actions which increase the reach of the page amongst like-minded users
A Buongiorno company
Samsung Galaxy Apollo- engagemnet ad
Homepage engagement Ad (reachblock, 5 different versions) linked to an application on Samsung Galaxy Apollo’s fanpage
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Samsung Galaxy Apollo – application
Landing on application Tab within Fan Page
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Samsung Galaxy Apollo – action flow
Request for permission Application starts gathering profile pictures from friends
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Samsung Galaxy Apollo – Wall post
Publication on user’s Wall
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Inspiration: Coca-Cola fan page Amusing video content is one of the easiest ways of creating viral content on a Facebook page
Fun, helpful, shareability? This is what to think aboutwhen building a page or application. The most successfulpages have all three
Downloadable content adds value to a page, even if the content seems very simple
A Buongiorno company
Facebook advertising via mobiel
B!Digital verzorgt het mobiele stemgedeelte van de “Maak de Smaak” campagne van Lays. Je kunt per dag 1 keer afzonderlijk via mobiel, Hyves en Lays.nl stemmen. Om de actie ook op Facebook onder de aandacht te brengen heeft B!Digital een mobiele landingspagina voorgesteld die mobiel verbindt met Facebook.
1. Je stuurt een sms met de favoriete smaak naar 4411 en krijgt een sms met de mobiele link m.lays.nl terug. 2. Vervolgens deel je de actie via Facebook 3. Op je Newsfeed wordt de “Maak de Smaak” post geplaatst 4. Je vrienden zien de post op mobiel en web en linken door naar www.lays.nl
1 2 3 4
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A selection of advertising cases by B!Digital
Premium ad
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Contact
Adres
Van Heuven Goedhartlaan 935
1181 LD Amstelveen
Telefoon
+31 (0)20 530 87 60
Web
www.buongiornodigital.com
A Buongiorno company