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Social Media Lab
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Who are we?
Yves Baudechon Social Evangelist & Coach
• Marketing Power Rapp Collins
• DDB Belgium
• Co-founder of JustForYou
• Co-founder of Radionomy
27/10/2010 2
Gilles Bindels • PWC
• Skynet
• Co-founder of JustForYou (email marketing)
• Co-founder of Radionomy
Charlotte Matthys
Benjamin Snyers
?
Our story…
• Born out of desire to use social networks to raise awareness of Radionomy, go viral and sell our services in a different way.
• created to share the lessons we learnt and meet the growing needs of brands and organisations.
27/10/2010 3
Missions
• Raise awareness: make brands aware of the new environment and the opportunities it brings. They have to change how they behave and think to get involved.
• Coach all those who wanted to leverage social networks.
– Through trainings, seminars and books.
– Through coaching sessions.
– By providing resources or managing part of their social presence (Social Agency).
27/10/2010 4
References
Training • RTL
• European Parliament
• 3 Suisses
• Eurostar
• Tipik.eu
• Mazda
• La Poste
• La Loterie Nationale
• L‟Oréal
• Sodexo
• COIB
• …
Coaching • Eurostar
• Walibi
• 3 Suisses
• Generation (Proximus)
• EPP Group
• Banque Degroof
• Rackstore
• Mia Zia
• …
Social Agency • VW
• European Commission A variety of DGs
• BeTV / Voo /
• …
Social Adv. • EastPack
• Loterie Nationale
• Mobistar
• Amnesty Intl.
• …
Spans all generations
27/10/2010 12
86% of 18-29
61% of 30-49
47% of 50-64
26% of 65 +
The use of Social Networks among the age group 50+ has grown from 22% last year to 42% this year.
My Mom is on Facebook !
27/10/2010 13
More time spent on social networks
• 23 % of the total amount of time spent on the internet is spent on social networks and blogs.
27/10/2010 14
Juin 2010 versus juin 2009 - Nielsen
Exam
ple
s
27/10/2010 18
32 million visits per month, >15 millions
members and 30 millions comments.
Paid, Owned, Earned media
27/10/2010 20
Paid media
Brand pays to leverage a channel
Owned media
Channels a brand‟s control
Earned media Customers become the
Channel
Website Blog
Twitter Account Fan Page
Pub online / offline
Sponsoring
Like, Comments
Buzz Word of Mouth
Viral Sharing
• Users of social networks feel a greater sense of empathy and connection with the brand they „fan‟.
27/10/2010 27
What a great era!
• No storage cost, no bandwidth to pay, no software to buy. Platforms with worldwide reach.
• For the first time you can publish and distribute for free to a worldwide audience.
• Levelling the playing field: small and large brands can compete using the same tools.
27/10/2010 30
It‟s not „either/or‟ but „and‟
• Advertising works.
• Direct Marketing works.
• PR works.
• It is not about choosing.
• It‟s about integrating those channels, and making them work together.
27/10/2010 32
Let the Audience decide!
• Where do people want to find you?
– On which platform? When? How often?
– What device do they want to use?
• Social Networks are an additional point of entry.
– It will not replace your site.
– Rooted in everyday, at the heart of conversations.
27/10/2010 34
It‟s time to reboot…
Your Brand Engagement. Your Conversations. Your Social Network. Your Relationships. Yourself.
Bias…
• Brands have to focus.
• To learn how to establish a presence, how to maintain a conversation, how to get results.
• Because time is money, we recommend focusing on 4 social networks.
27/10/2010 37
General Approach
27/10/2010 38
We will focus on a „eco-system‟ that integrates Facebook, Twitter and YouTube.
B to C
27/10/2010 39
• In a B-to-B context, LinkedIn should play a key role in the strategy.
39 39
B to B
40
40
Site
• Other components must be integrated.
• Your website.
• Your blog.
• They are:
– a destination;
– a source of content.
Basic combination
27/10/2010 41
We activate and generate the presence here Audiences of Fans
Relays activity Audience of Followers
Video channel and archives Subscribers
• Presence is established through a profile (infos, photos, interests, details,…)
• By being friends you can share information with others.
• You can post on a wall texts, photos, videos, links,…
27/10/2010 43
Facebook > Global View
The Average member
27/10/2010 45
130 friends
Invites 8 friends per month
73% of Facebook members haven‟t included their Boss in their friends
48% of Facebook members are friends with their kids
1/3 of Facebook members have posted something they regret
165 in Belgium
Facebook > Global View
Key facts
• 500 million active members since end July 2010. (30% of the 1.65 billion internet users in the world).
27/10/2010 46
Facebook > Global View
50 %
Users are going „mobile‟
• 150 millions of mobile users
• 50% of mobile internet traffic in the UK is for Facebook.
27/10/2010 47
X 5 in a year
2 X more active
Facebook > Global View
More numbers ?
• Facebook consumes 5.5% of the total time spent on the Internet in the USA (2.5% one year ago).
• Facebook is the brand most sought after on search tools, with 2.8% of all queries
27/10/2010 49
5,5 %
Facebook > Global View
• For 11% of Americans, Facebook is the first place they go
to online on a typical day.
27/10/2010 50
1/3 of American women aged 18-34 check their Facebook when they wake up… (and 21% in the middle of the night…)
In Europe
27/10/2010 52
> 159 million Facebook Users in Europe (+76% in 1 year)
Facebook > Global View
In Europe
23.3% penetration
27/10/2010 53
10,3 millions d‟inscrits sur Hyves, 1er média social hollandais
Facebook > Global View
Belgium
27/10/2010 54
> 3 800 000 Belgian members
38 % of population (2/3 of internet users)
62.3 % daily use
85 % weekly use
Facebook > Global View
Belgium
27/10/2010 55
Age Gender
Average time spent per month
Nb of visits per month per user.
Facebook > Global View
Belgium
27/10/2010 56
791 000 Mobile users
22% of Facebook members in Belgium (vs 30% worldwide average)
Facebook > Global View
The Facebook „universes‟
3 million Pages
3.5 million new Events each month
45 million active Groups
27/10/2010 58
+6.5 millions Community Pages
500 million Profiles
Facebook > Global View
20 million New Fans every day
27/10/2010 61
Twitter is a social network that allows family members, friends and colleagues to stay connected by exchanging short and frequent messages. By tweeting…
140 chars. maximum !
Twitter > Global View
Concept
27/10/2010 62
You tweet by posting updates.
You can follow other people and see their tweets in your newsfeed. You are following them.
Followers will follow what you say (subscribe).
Twitter > Global View
Twitter versus Facebook
2 types of relationships
• Twitter is Asymmetric. You can follow somebody who does not follow you.
• Facebook is Symmetric. When you become a friend of someone, he is automatically your friend.
27/10/2010 63
Page
The Page is asymmetric
Twitter > Global View
• On Twitter you can generate public or private messages.
• You can share links, regroup messages.
• And follow messages including a brand name or a specific word.
• And more…
27/10/2010 64
Twitter > Global View
Twitter Awareness / Usage
• An awareness as high as Facebook.
• Far less usage.
27/10/2010 65
Twitter > Global View
Key facts
• 145 million members (Oct 2010)
27/10/2010 66
+ 300 000 new users per day.
90 000 000 tweets per day
Twitter > Global View
A very polarized user base
• Heavy users
– Twitter is a strategic tool for them, they use it on their mobile, ask questions, tweet 5, 10, 20 times a day.
• Dabblers
– They do not tweet often, have few followers.
27/10/2010 69
Twitter > Global View
Why use Twitter?
• To reach a different audience
– Users that prefer Twitter and do not use Facebook intensively.
– An audience of bloggers with influence, journalists, geeks, early adopters, trendsetters, web specialists, experts…
27/10/2010 70
70% of US journalists use social networks as an information source (41% in 2008).
Twitter > Global View
How can we integrate Twitter ?
• Facebook is at the heart of our approach.
• The content we generate for Facebook will be relayed on Twitter.
27/10/2010 71
Twitter > Global View
Even though…
• At any moment, we can intensify our presence on Twitter.
• When we have enough content to tweet.
– For events, product launches, specific activities, etc.
27/10/2010 72
Using the Hashtag (#) all tweets on a specific subject can be
regrouped.
Twitter > Global View
A dedicated account for PR
• Twitter can be used to reach bloggers and journalists.
• Through a dedicated Twitter Account.
• Building the right suite of followers will be key.
• The Press Releases integrate social elements.
27/10/2010 73
PR Account Followers :
bloggers and journalists
Twitter > Global View
Key facts
• In one year, the total time spent watching video online has doubled.
• You would need 1 700 years to watch everything that is on YouTube
• The US internet user watches 187 videos per month.
27/10/2010 75
YouTube > Global View
Why use YouTube ?
• Because internet users love watching videos.
• If they have the choice between watching a video and reading a text, they choose video.
– Internet users click twice as often on a video than they do on a photo (DoubleClick)
27/10/2010 76
YouTube > Global View
Video is affordable
• Recording and editing a video has become more affordable.
• The average length of a video on YouTube is 3.9 minutes.
27/10/2010 78
Brands like Blendtec have used the format with great success.
YouTube > Global View
Video sells
• 68% of e-commerce websites use videos today (compared to 18% one year ago).
27/10/2010 79
YouTube > Global View
YouTube lets you…
• Easily create - a sort of video shop - to manage subscribers to your videos.
• Create Channels: a page containing all your videos.
27/10/2010 80
YouTube > Global View
27/10/2010 81
• LinkedIn is a social network with more than 70 million members.
• A new member joins LinkedIn every second.
81 81
LinkedIn > Global View
A professional network
• Create a profile that describes your professional career, from the past to the present.
27/10/2010 82
LinkedIn > Global View
A professional network
• Create a profile and then get in touch with „connections’, who will have to accept your invitation.
• You have to „justify‟ (confirm) the relationship.
• You can get in touch with your direct connections, or your connections‟ connections. This forms your ‘network’.
27/10/2010 83
LinkedIn > Global View
You
Your Connections
Connections of your
Connections
Network Activity
• You can publish updates.
• You have a Newsfeed containing updates from your Connections.
27/10/2010 84
LinkedIn > Global View
LinkedIn in Belgium
13th country,
637 739 users
27/10/2010 86
Linkedin TOP 15 1. USA : 33.812 million 2. India : 5.678 million 3. UK : 3.995 million 4. Canada : 2.430 million 5. Netherlands : 1.860 million 6. France : 1.547 million 7. Australia : 1.283 million 8. Brazil : 1.150 million 9. Italy : 974,927 10. Spain : 922,579 11. Germany : 799,963 12. South Africa : 653,413 13. Belgium : 637,739 14. Argentina : 628,489 15. Denmark : 544,147
8 Europeans countries are in the Top 15 of countries, in terms of number of LinkedIn members. Those 8 countries represent 11.2 million members.
LinkedIn > Global View
Twitter • „Branding‟ a twitter
account is relatively easy. The „New Twitter‟ will limit this by adding more elements on the right-hand side.
27/10/2010 88
Twitter > Branding
Facebook • Branding is difficult and limited.
• Only the best pages use all the possibilities to integrate some branding on the Page…
27/10/2010 90
Facebook > Branding
The Page
• The Page is the legitimate way for companies, brands, artists,politicians, etc. to exist on Facebook.
• The Profile is for individuals only.
27/10/2010 92
Facebook > Page > Intro
Page versus Profile, differences
• A profile is limited to 5 000 friends.
• A Page has no limitation to the number of connections.
• Connections are sometimes still called „fans‟.
27/10/2010 93
Facebook > Page > Intro
Who can create a Page?
• The Page must be created by an official representative.
• The „admin’.
• The admin name is not visible on the Page.
• A Page can have more than 1 admin.
27/10/2010 94
Facebook > Page > Intro
Asset N°1
• The posts of the Page appear in the News Feed of the connections (fans).
• Where feedback can be instantly generated : Like; comments; share,…
• Visibility generated here: I see what others are doing and it inspires me.
Facebook > Page > Intro
27/10/2010 95 But…
There are 2 News Feeds
– Top News By default.
– Most Recent Have to click on it.
Facebook > Page > Intro
27/10/2010 98
…Top News or Most Recent ?
Facebook > Page > Intro
27/10/2010 99
All the posts of your Friends, Groups, Pages. (most recent) Sorted by date.
A selection, by Facebook, of all posts and activity of your friends, Groups, Pages.
Criteria are : - N° of comments and n° of
„Likes‟ from you and your friends
- Frequency of visit to specific Profiles / Pages
- Frequency of interactions with those Profiles / Pages
By default
News Feed Optimization (NFO)
• To maximize your presence in Top News:
– Generate Likes;
– Provoke Comments;
– Invite people to Share;
– Make people return to your Page.
27/10/2010 100
Facebook > Page > Intro
If a new Fan has not reacted after a certain amount of time, your Page disappears from his „Top News‟ Newsfeed.
Asset N°2
• Pages can communicate in Rich Media through posts including Photos, Videos, Audio, Links,…
• Or through Apps
Facebook > Page > Intro
27/10/2010 101
Asset N°3
• Admin of Pages has access to very detailed stats
– Activity on the Page.
– Fan Base.
Facebook > Page > Intro
27/10/2010 102
Asset N°4
• The Pages are well referenced on Google.
• All Pages are visible for non-users of Facebook.
Everybody can „see‟ the Page. Only Facebook members can interact (like, comment, post).
Facebook > Page > Intro
27/10/2010 103
100% of internet users can see your Page
Asset #5
• Pages can be branded to some degree.
• Some personalisation possible. Use Tabs, Boxes, and Applications to integrate your brand identity.
Facebook > Page > Intro
27/10/2010 104
• 77% of Facebook Pages have less than 1 000 fans.
27/10/2010 105
1.000 fans : 23%
Some Stats on Pages
10.000 fans : 4%
Facebook > Page > Intro
All brands are not equal
• Think about « Social Badging »
• Liking a brand says something about you…
27/10/2010 106
Facebook > Page > Intro
Personalisation
1. Optimise the Photo and the About zone.
2. Create personalised Tabs
3. Create a Landing Tab
27/10/2010 109
Facebook > Page > Intro
Generating traffic to a tab
• Each tab has its own web address -> write a post and include the tab address as link
• Integrate an invitation into the photo (top) to check out a specific tab.
27/10/2010 114
Facebook > Page > Building a Page
Landing Tab • The admin of a Page can decide which tab the
non-fans will land on.
Facebook > Page > Building a Page
27/10/2010 115
Connections land on the Wall Non-connections land on the landing tab
Converting Non-Fans to Fans is critical
• When they are connected (fan) to the Page, your posts will appear on their News Feed creating a regular presence.
• With a landing tab, you maximize the conversion.
27/10/2010 116
Facebook > Page > Building a Page
Landing Tab • Once the fan as “liked” your Page, the Landing Tab can
display another message.
118
Facebook > Page > Building a Page
Provide incentives! • There are strict rules governing
the use of the Facebook name, but you can reward new Fans via contests or prize-draws.
27/10/2010 119
Facebook > Page > Building a Page
Creating the Page
• You can set Country Restrictions or Age Restrictions.
• You can work on the Page before publishing.
27/10/2010 120
Facebook > Page > Building a Page
2 ways
• The Post
– Appears on the Wall
– And in the News Feeds of the Connections
• The Update
– Messages sent to a specific message box
27/10/2010 122
1
2
Facebook > Page > Communication
Communication through Posts
• An advantage of Pages. Posts appear in the News Feeds of all Fans.
420 chars. maximum
27/10/2010 123
8 000 chars.
Facebook > Page > Communication
Targeting Posts
• Posts can be targeted. By location. By language.
27/10/2010 124
Facebook > Page > Communication
27/10/2010 125
Français
Français
Français
Néerlandais
Néerlandais
Néerlandais
About About
Facebook > Page > Communication
A limit…
• In Belgium, people are using Facebook in French, English or Dutch.
• From 18 % to 30% of French speaking people are using Facebook in English.
• So…. Language targeting is not perfect at all
27/10/2010 127
30%
Facebook > Page > Communication
Geo-targeted posts
• Target Facebook members in a specific area, for example.
27/10/2010 129
IP Address
Facebook > Page > Communication
Link to Twitter
• The admin can decide to publish all posts automatically on a Twitter account.
• This is for Pages, not available yet for Profiles
27/10/2010 130
Facebook > Page > Communication
Impressions
• Facebook gradually bringing in the possibility to see the number of „impressions‟ and the % of feedback generated.
27/10/2010 132
The % of feedback is the result of (Comments+Likes)/Impressions Other actions are not taken into account.
The n° of times the Post has been
displayed (in the news feed, on the Page, via a widget,…)
Facebook > Page > Communication
No posts during the weekends or on Friday evenings
• Missed opportunity: good moment to generate interest.
• 0 posts on Saturday or Sunday out of a total of 56.
Get your timing right during the day
• Is an audience of teenagers on Facebook at that time of day?
• 3 posts only > 19:00.
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Scheduling posts
Use external tools to:
• Schedule posts;
• Create more attractive, richer posts.
27/10/2010 141
Facebook > Page > Communication
• Additional statistics on what reactions are generated and where.
27/10/2010 142
Facebook > Page > Communication
2 ways
• The Post
– Appears on the Wall
– And in the News Feeds of Connections
• The Update
– Messages sent to a specific message box
27/10/2010 146
1
2
Facebook > Page > Communication
Like You „like‟ a lot on Facebook
• Posts / Change of Status
• Photos
• Videos
• Links…
You can even „Like‟ Comments.
27/10/2010 150
Facebook > Recent Changes
„Liking‟ outside Facebook
• Integrate a „Like‟ button into your blog or site.
• 350 000 sites have already done this (50 000 in the first week!).
• Europeans represent 50% of „Likes‟.
27/10/2010 152
Facebook > Recent Changes
When someone „Likes‟ on your site, a text appears on their Wall, which is visible in the News Feed of all their friends
27/10/2010 153
His Wall
Her News Feed (Most Recent tab, not Top News).
Facebook > Recent Changes
Example of smart integration • On Levi’s Friends Shop
users can „Like‟ a style or cut of jeans.
• The „Like‟ will appear on their Wall with a potential comment.
• N° of „Likes‟ displayed by style.
• You can even see what your Facebook friends have „liked‟.
27/10/2010 154
Facebook > Recent Changes
You can display your Facebook presence on your site/blog
A widget with
• Your Page name
• „Like‟ button
• Your posts
• Your Fans
• Easy to do and set up
27/10/2010 157
Facebook > Recent Changes
6.5 million Community Pages
• A Page must be created by an official representative of the company.
• The Community Page can be created by anybody and is managed by the Community.
• Facebook has generated Community Pages automatically.
27/10/2010 159
Facebook > Recent Changes
The Community Pages
• Facebook has automatically „joined‟ people that are fan of a topic or have a common interest to Community Pages.
27/10/2010 160
• There is no admin.
• If the name of a Community Page is included in a post, that post automatically appears on the Wall of the Community Page.
• Content from Wikipedia has been integrated automatically.
Facebook > Recent Changes
2 remarks
• These Pages are public by default (everybody can see you are a Fan of those pages).
• Check your privacy settings regularly.
27/10/2010 162
Facebook > Recent Changes
A word about privacy
27/10/2010 163
You will need to navigate through 50 settings with more than 170 options and at 5,830 words, Facebook‟s privacy policy is longer than the U.S. Constitution. The NYTimes
Facebook > Recent Changes
It‟s your life!
• Facebook has simplified the way you can see what you share with whom.
• You can adapt it to your needs.
• It‟s worth a visit…
27/10/2010 164
Facebook > Recent Changes
Money, Money, Money
• Facebook is focusing on Facebook Credits (and not accepting other means of payment).
• Keeps 30% of all transactions.
27/10/2010 166
Facebook > Recent Changes
Money, Money, Money
• Facebook users can earn credits (from gaming or brands).
• And spend them, increasingly on real items...
27/10/2010 167
Facebook > Recent Changes
Geolocation • Facebook has integrated
Geolocation (Facebook Places).
• It works in the US, Japan, Canada, UK and France.
• Inspired by what other players like Foursquare or Gowalla were doing.
27/10/2010 169
Check-in
Facebook > Recent Changes
A real opportunity for places
• It‟s viral.
• Privileges for members who check-in.
• Additional info.
• Link to the Page.
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It‟s not a campaign !
• Being on Social Networks is a real commitment. – To make the organisation more open and
transparent;
– To listen to consumers (and answer);
– To be there, every day;
– To develop products and services that allow consumers to be part of the process;
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Communication > Principles
It‟s not a campaign !
• It is also an opportunity to strengthen the links between different part of the organisation
• and keep employees informed.
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Communication > Principles
• Not every post will be seen.
• You have to have daily conversations.
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Challenge # 1 : To be seen
+- 55 % daily use
+- 85 % weekly use
Communication > Principles
Challenge #2 : Divorce is easy
• In a single click, you can be excluded from News Feeds. And there is no way back.
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Communication > Principles
Challenge #3 : Optimize
• A limited ‘space’
– A few lines of text, a photo, a video, a link
1 Post = 1 subject = 1 message
• But in unlimited availability
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Communication > Principles
So…
• Challenge #1 : To be seen
• Challenge #2 : Divorce
• Challenge #3 : Limited space
2 rules • Optimize the message
• Relevance, interest, value
• Optimize frequency
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Communication > Principles
A Radical Shift
From Compression • One or more product benefits squeezed into a
poster, newspaper page, TV or Radio 30 sec spot.
To Fragmentation • Richness of detail,
different angles, illustrated by various formats.
To
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Communication > Principles
Your new motto
• No more „hammering‟
There is no „zapping‟ on Social Networks, only exclusion.
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Communication > Principles
Cut Cut Cut
• Each event, each opportunity to talk must be sliced into individual pieces of content.
– Relevant.
– Interesting.
– Fun (if possible).
– Shareable.
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Communication > Principles
Motivations
• Discounts and promotions.
• Show support.
• Stay informed.
• Fun & Content.
27/10/2010 183
Communication > Principles
The shift
• You must behave more like a the Editor-in-chief of a newspaper than a Marketeer.
…then a sprint. 27/10/2010 184
It’s more a marathon…
Communication > Principles
A new job ?
Chief Conversation Officer
• Manage contributions from the organisation
– Marketing
– Advertising
– Sponsoring
– PR
– After Sales Service
– Management
– External (market watch)
• Follow the conversations and answer.
27/10/2010 185
Communication > Principles
What are you going to promise ?
• What promise are you making to Facebook members that will make them „Like‟ you ?
• Can you deliver ?
27/10/2010 186
Communication > Principles
Like…
What will your
connections ? And will that be enough to make them join?
27/10/2010 187
Communication > Principles
Wider !
• Think about a larger (and sustainable) promise.
• Think „Give to Get‟. What your audience wants to get and what you can give.
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Communication > Principles
Magnetism
• Take into account the magnetism of your brand
• And the desire for people on Facebook to « badge » themselves by displaying that they are Fan of your Brand.
• Brand following is a form of self-expression.
27/10/2010 191
Communication > Principles
Social
Badging
3 buckets
27/10/2010 194
• Brand Promotion
• News, Promotions, Privileges...
• Ideally: reserved for the fans, or a priority group
• Value
• Give to get
content
• Fan Engagement
• Polls, questions, gifts, apps
• To get feedback, „Likes‟ and Comments
Communication > Principles
Ask!
• According to surveys (Dave Kerpern of Likeable), integrating a question into a post maximises its chances of being „Liked‟ or Commented.
– When there is a question in the post, the level of engagement increase sixfold.
– When you invite people to „Like‟, you multiply by 5.5 the chances of being Liked.
27/10/2010 195
Communication > Principles
Engage!
• Advance Information
• Games and Competition
• Exclusivities
• Events
• Involvment in Development
• …
27/10/2010 196
Communication > Principles
Typical Week: The Editors Meeting
• Analysis of the previous week.
• Analysis of the potential subjects.
• Identification of posts to be seeded.
• Organisation of daily distribution (keeping the best posts for the time of day when the audience is more reactive).
• Potential submission for approval.
• Writing + Illustration.
• Programming and Scheduling.
27/10/2010 198
Communication > Do it
Monday
Tuesday
Wednesday
Formats : • Short text (post) • Long text (Note) • Interactive (discussion) • Photo • Slideshow • Video • Link • Gift • Activity (poll, quizz,…) • App
27/10/2010 199
Communication > Do it
Typical day
• 9:00 – Analysis of overnight comments. – Analysis of fans‟ posts. – Answers.
• 10:00 – Seeding the post of the day.
• 15:00 – Analysis of overnight comments. – Analysis of fans‟ posts. – Answers.
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Communication > Do it
2 common questions
• What about approval?
– Only if a quick and effective workflow is in place.
– Best done afterwards.
– Define the tone of voice, review the posts or tweets on a weekly basis and discuss.
– Follow-up what you say.
27/10/2010 201
Communication > Principles
• How do we deal with criticism?
– Majority of feedback is positive.
– Critics give you an opportunity to explain your position. Use it, the audience will appreciate it.
• Not too much, not too few…
27/10/2010 202
Communication > Principles
A different lifespan
• Photos and Videos stay accessible longer than texts through the Tabs Photo - Video
27/10/2010 204
Texts are quickly invisible
Communication > Tips
The iPhone
• Publish texts and pictures on the Page via an iPhone.
• Access the Pages you administrate via the Friends tab.
27/10/2010 205
To the Page
Communication > Tips
Singles will understand
• You « tease » in the Club
• Important things are not done there…
27/10/2010 207
Facebook > Keep your Audience
CRM
E-mail Database
Newsletter Tab
Contests (through tabs)
…
Building an audience
• Once the presence is optimized (perfect page) and the content generated, we make it accessible to an audience and work on building that audience to achieve a critical mass of Fans / Followers / Connections.
• Let‟s see how to generate visibility and get support and loyalty.
27/10/2010 210
Facebook > Building the Audience
Different techniques
Natural virality
Stimulation of the virality
Seeding
Internal / external Exposure
Facebook Ads
Advertising out of Facebook
27/10/2010 211
Facebook > Building the Audience
Natural Virality • When someone „Likes‟ a page, it is mentioned on their
Wall.
• Commenting also generates mentions.
• Appears on their personal Wall (limited traffic) and on their friends‟ News Feeds (in Most Recent, not in Top News).
• These mentions may encourage some friends to join the Page, but it is not a big channel. The more fans, the more potential virality.
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Facebook > Building the Audience
Natural Virality • The pages a friend likes are visible on
their profile.
– 6 on the left part of the Wall
– All in the Info tab
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Facebook > Building the Audience
Natural Virality: Search
• The Page can be searched.. And found.
• Brand appeal is critical.
27/10/2010 214
Facebook > Building the Audience
VW Belgique VW Belgium
Landing Tab
Landing Tab
Volkswagen Belgique
Volkswagen Belgium
Facebook > Building the Audience
Encourage sharing • Create a link and encourage your fans to share it
on their Wall.
27/10/2010 219
Facebook > Building the Audience
Suggest to Friends
• Not well-known.
• Under-used.
• You have to manually click on each friend to select them.
27/10/2010 220
Suggestions are grouped in requests which is not a very visible place
Facebook > Building the Audience
Seeding
• To post a message on relevant Pages or Groups. – Identify those Pages and Groups. – Do not forget Community Pages. – Check it‟s relevant to them. – Post on their Wall.
• First time -> general introduction • Regularly -> when relevant
27/10/2010 221
Facebook > Building the Audience
Answer
• Thank people who publish on the Page.
– Via a comment.
– By a direct message, asking them to suggest the page to their friends.
27/10/2010 223
Facebook > Building the Audience
Trick: Thank new Fans
• Send them a direct message (10 to 15 per day max.)
27/10/2010 224
Facebook > Building the Audience
Display your Social Presence
• On your Site or Blog with social widgets.
27/10/2010 226
Facebook > Building the Audience
Emailing to your base
• Specific Email to introduce the presence.
27/10/2010 230
Facebook > Building the Audience
Display your presence
• Badges for salespeople
• On pack
27/10/2010 231
Facebook > Building the Audience
In your communication
Badge to put on your brochures, Powerpoints, Advertising,…
27/10/2010 232
Facebook > Building the Audience
Show it on your Door
“Businesses that promote their Page off-Facebook tend to see a 20% greater increase in connects”
27/10/2010 233
Facebook > Building the Audience
Advertise !
• Three-quarters of Facebook fans have signed up with pages after invitations or ads from brands.
27/10/2010 234
Facebook > Building the Audience
Homepage
My Profile
Friends Profile
Messages
Photos
Events
Group
s
Facebook > Building the Audience
2 types of formats
Facebook > Building the Audience
Premium : A lot of interactivity
Video Event
Poll
Like
Sampling
Homepage
My Profile
Friends Profile
Homepage
My Profile
Friends Profile
Facebook > Building the Audience
Premium : « Reach Block »
Your are the only brand on Facebook Premium Placements during 24 h. 100% SOV : Total Exclusivity for the 3 first impressions on the day (Capping 5) Reach of 1,8 Mios Users 7.100.000 Mios impressions Budget: 16.000 EUR* *Till 31 Décembre 2010
Messages
Photos
Events
Groups
Facebook > Building the Audience
Standard
Low budget possible
Free Service
CPC or CPM
Great Targeting
Reporting
Standard Ad
• Title : 25 car.
• Body : 135 car
• Illu : 110 x 80 pixels
The Ad can send the
user to :
• an external website
• to Facebook (Page,
Event, Group,…)
Facebook > Building the Audience
Appears in News Feed
+
« Social Endorsement »
Facebook Advertising
• A simple tool to design your Ad.
27/10/2010 241
Facebook > Building the Audience
Facebook Ads
Easy budgeting
•Pay per Click
•Pay per 1 000 impressions
•Daily Budget
27/10/2010 242
Facebook > Building the Audience
Social Targeting
• You can socially target your ads
– Fans of your Pages
– Friends of Fans of your Pages
– Other Pages (your competitor, interests, community pages,…)
– …
27/10/2010 244
Facebook > Building the Audience
Optimize Creation
27/10/2010 245
Facebook > Building the Audience
Target 1
Target 2
Target 3
Target 4
Optimize Creation
27/10/2010 246
Facebook > Building the Audience
Target 1 Best
Target 2
Target 3
Target 4
Best
Best
Best
Optimize Creation – Again !
27/10/2010 247
Facebook > Building the Audience
Target 1 Best
Target 2
Target 3
Target 4
Best
Best
Best
Case Story : VW
27/10/2010 248
Facebook > Building the Audience
• Objective: CPF (Cost per Fan) Optimization
• 5 Creations / 5 Targets
18-24 25-34 35-44 45-54 55+
18-24 25-34 35-44 45-54 55+
18-24 25-34 35-44 45-54 55+
18-24 25-34 35-44 45-54 55+
18-24 25-34 35-44 45-54 55+
Case Story
27/10/2010 249
Facebook > Building the Audience
• All Targets
Average CPF = 132 Best Cost Per Fan = 100
212 145 100 110 113
Case Story
27/10/2010 250
Facebook > Building the Audience
• Per target
Average CPF = 132 Average Best CPF targeted = 79
77 63 82 70 107
18-24 25-34 35-44 45-54 55+
Results
27/10/2010 251
Facebook > Building the Audience
Average CPF = 132
Average Best CPF targeted
= 79
25-34
Worst CPF = 212
Not Targeted
• 18-24
• 25-34
• 35-44
• 45-54
• 55+
Best performing Ad = 63
- 70%
Facebook Ads : The Seminar
27/10/2010 252
Facebook > Building the Audience
• No.
• You will not have to wait until a movie is done about Twitter or Linkedin.
• You will share our learnings in a dedicated seminar about :
Thank you !
• Yves Baudechon • 0497/58.37.17
• Yves.Baudechon@Social-Lab.eu
• Giles Bindels • 0475 /94.95.14
• Gilles. Bindels@Social-Lab.eu
• Follow us on Facebook • www.facebook.com/SocialLabEurope
27/10/2010 254
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