Driving the Facebook Effect for brands in the UKSam Malcolm/Agency Sales

Give people the power Give people the power to to shareshare and make the and make the world more world more openopen and and connectedconnected

Facebook ‘Home’ NewsfeedWhere users spend time communicating with friends & brands

Facebook is growing

500M500M

monthly active users

150M150M

mobile users

Global reach

Source: Facebook Ad Tool & Internal data

More than 60%of users return daily in UK

27 millionActive Users in the UK

=13M+Daily reach in UK

Episode 1 World Cup Final

=

13M 13M

200200FriendsFriends

26mins26minsSession time

With high engagement

Source: Facebook internal data, July 2010

Gender Age

Facebook has a mainstream user base

Source: Total active audience Facebook internal data August 2010

Ways to market

2 dedicated Ad positions

Premium Premium AdAd

Ad Ad SpacSpac

e e UnitUnit

Premium Image AdsDriving traffic on or off Facebook

Video Lightbox on Facebook

HD is possiblePages & Ads can now deliver HD quality video

your brand

Engagement Ad impression

engagement

organicimpression

connection

Social branding: distribution

Engagement Ads

Event Video commenting

Poll Sampling

Like

Marmite Sampling Ad

Circa 30,000 cereal bars were requested and

distributed within a 2 week period.

Targeting

Target specific audiences

TV ShowsTV Shows

CountryCountry

City City

TownTown

AgeAge

GenderGender

MusicMusic

MoviesMoviesPolitical ViewPolitical View

InterestsInterestsSchoolSchoolWorkplaceWorkplace

CollegeCollegeRelationshipRelationship

BooksBooks

CelebritiesCelebrities

Target on a demographic & behavioral level: Kit Kat Senses

Accurately targeting your audience

13.2m13.2m 6.5m6.5m1.6m+1.6m+

Females in the UK aged 18-35

18-35Adults in the UK

Female Fashionistas 16-34 :who like: Fashion, Fashion Design, Fashion TV, fashion magazines, fashion shows, Beauty, America's Next Top Model, Handbags, Shoes, shopping for shoes, Shoppin, Shoping, Designer Purses, Designer Jeans, Designer Clothes, High Heels, Hair, Celebrity Gossip, Glamour, Cosmo, Cosmopolitan, Sex And The City, The Devil Wears Prada, Lipstick Jungle, The Hills, Pretty Woman, Friends, Ugly Betty

Clusters generated using Profile, GroupUse Facebook’s Cluster Targeting

895,000895,000

Mums

2.7m2.7mPets

1.75m1.75mFashion

1.15m1.15mGreen

629,850629,850iPhone

2.31m2.31mSports

Facebook Pages

Facebook Pages – content ‘Hub’ for FMCG brandsCreate unique dialogue between brand & audience

Develop deeper relationship with

consumers

Drive Fans & Post directly into their

Newsfeeds

Create a 2-way dialogue

Hub for all communications

Update status

Wall for brand and user

communication

Build a fan base

Tabs for rich

content

Best in Class

Skinny Cow - Facebook as a central hub

Vanity URL was used in above the line advertising

Tabbed approach used for to house different bits of content

Generating 11,000 fans in the first

week, an above the line campaign using Facebook as a fully integrated ‘Hub’ for

the campaign

A bespoke application run by Kelly Brookeallowed users to tag items of clothes they wanted for the chance to win them.

Ben & Jerry’s – Free Cone Day

Ben & Jerry’s France

Katie O’Brien, who helped oversee the campaign said,

”We gave away 500,000 virtual cones and in real life we gave

away about a million!"

Ben & Jerry’s ran the hugely successful Free Scoop Day in

the US before launching a network of global Pages with accumulative Fans

of 2m+

Ben & Jerry’s US/Global

P&G Tampax Mother Nature campaign

Light hearted tone of voice generates 100,000’s of Comments on the Wall

Mother Nature Gift-O-Matic Application

gives users the opportunity to win prizes 7 fun forfeits they can share with

friends

Mother nature is a real person who attends premieres & events to speak to the female public

P&G Mother Nature has used a real

character to introduce fun & sharing into the

femcare market – 70,000 Fans in the K with 20,000 unique

users of the Application

Louis Vuitton – Live Stream

Customised Tabs deliver content related initiatives such as latest World Cup

magazine campaign

Louis Vuitton have driven over 1m Likes to their Page since launching in 2010

when they Live Streamed their

Spring Fashion Show ion Facebook

attracting over 46,000 views of the

content

Louis Vuitton use their Wall to keep Fans up to date with

their latest news

Louis Vuitton show the first of its kind to be broadcast

via Facebook

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