How Facebook is being used by Brands as a social media advertising

platform

Do’s Don'ts

Presented By: Group 16

Group 16 - Members

Deblina.pgpm15c@greatlakes.edu.in

meghna.pgpm15c@greatlakes.edu.in

renju.pgpm15c@ greatlakes.edu.in

manjit.pgpm15c@ greatlakes.edu.in

uditm.pgpm15c@ greatlakes.edu.in

nishant.pgpm15c@ greatlakes.edu.in

prashanth.pgpm15c@ greatlakes.edu.in

shashankv.pgpm15c@ greatlakes.edu.in

srivats.pgpm15c@ greatlakes.edu.in

pratulk.pgpm15c@ greatlakes.edu.in

A new revolution ?

Social media marketing is the new thing!

How can brands benefit ?• New forms of engagement• Finally pull rather than push • Effective delivery of customized content• Opportunity to play with terabytes of data to offer truly

personalized solutions• Data and more data – so much that brands don’t know how to

use them• Sounds too good to be true ?

Well lets see some examples of Indian companies using Facebook- a popular platform as a medium for their social media campaigns

Effective segmentationInteresting personalization

Innovative engagement

What more can companies do?

Some techniques • Social media marketing is about being in the present, and reacting to it immediately to establish an

instant connect with the customer – Hence capitalize on major events and trending news

• Coca-Cola displaying videos of fans singing their national anthems. Not one video – Different videos for different countries

• Budweiser displaying light beer ads to one group, strong beer ads to another

• Toyota talking differently to fans of winning team, and fans of losing team

Simple formula –

Simple, Regular, Boring ads – Not many

Whereas make it innovative, real-time, community based, with an opportunity to engage rather than be a mute spectator -

Other techniques• Crowdsource – Ask your fans their opinions, make them feel like a celebrity, like they are valued

• Follow the 70/20/10 Rule - 70% content for brand and business building 20% for sharing from other sites – A network of information

10% for self promotionFor example : When Intel wants to talk about its product,

It doesn’t talk about how they make thebest processors!

It gives its customer segment- “technology freaks” something that they want -

20%

70%

10%

Other techniques

Posting consistently

Disneyland

Respond to everyone Dove campaign Effective use of Video

Oreo campaign

Effective Facebook Campaigns

R&D has been the main differentiator for Nike since they started their journey. They use the same strategy for their Facebook page

Taco Bell reached new heights in terms of social media presence through their new mobile app. They actually went silent on their FB page for a day which set the social media abuzz for days.Differentiator – incorporation of humor in Social media presence.

Effective Facebook Campaigns

#DILSAY#DIMAGSAY Campaign to promote their bing services and other Microsoft related services.The recent #5to9 campaign to engage with the customers about what they do after their office hours

Universal Studios focus on the people visiting them. They completed a customer-engagement campaign in 2014 called “Top 100 Fan Moments” album. Visitors can still share images with hashtag #UniversalMoments

But why is the situation is changing ?• Organic reach of brands decreasing because there is too much content!

• Its not enough to just have fans and likes anymore, unless they share enough

• 1500 stories waiting to grab space in Newsfeeds, where will your brand be ?

• Each story has a weight and priority, determined by the new God of Facebook – EdgeRanking

Some questions -

• Facebook losing its niche identity ?

• Is it enough for a company to only invest in social media as part of their marketing strategy ?

• What’s the ROI ?

Does likes, subscribers and fans means anything anymore ?

Avoid Facebook?

• Risk involved in using Facebook as the centre of relationship marketing• Facebook and Twitter posts reach only 2% of followers • Engagement level – 0.07%• Lack of context and difficulties in engagement

WHY?

• Unpaid posts are out, paid posts are in• Poor relationship – poor value• Lesser return on financial, technological

and human resources

• ALTERNATIVE• Forrester predicts – Branded communities are the next big thing

• Community formed on the basis of attachment to a product or service

• Exchange of views and sharing of similar concerns

• Sony PS 4 Greatness Awaits – 4.5 million visits

Emails

• Emails get delivered 90% of the time Vs 2% of

the time for Facebook posts

• Privacy and more freedom to express views

THANK YOU!