B!Digital Facebook Dec 2010

A Buongiorno company

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Facebook Social technology 2010

1 December 2010A Buongiorno company


• Who are we?

- Buongiorno 2010

- B!Digital Netherlands

• Why does your company need Facebook?

- Statistics

• Facebook ecosystem

• Get started with a fanpage

• How do I get Fans?

• How can we help you?

• Cases

Presentation


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.


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

http://www.manzanarcommittee.org/jpegs/2009/facebook-logo.jpg

http://widgets.opera.com/widget/7206


Facebook


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!


Facebook penetratie Nederland – December 2010

User Growth: Facebook Netherlands

User Age Distribution: Facebook

Netherlands

User age: 77% between 18-44

Number of Facebook users in The Netherlands:

3 409 500

• Men: 50 %• Women: 50 %


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


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


Get started with a fanpage!


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


Fan Pages: actions


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.


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


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

• …


How do I get fans?

GET FANS!


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


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


Premium Ads on the homepage


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


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


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 at the percentage of

clicks coming 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.


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.




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Cases



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


Samsung Galaxy Apollo- engagement ad

Homepage engagement Ad (reachblock, 5 different versions) linked to an application on Samsung Galaxy Apollo’s fanpage


Samsung Galaxy Apollo – application

Landing on application Tab within Fan Page


Samsung Galaxy Apollo – action flow

Request for permission Application starts gathering profile pictures from friends


Samsung Galaxy Apollo – Wall post

Publication on user’s Wall


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


Facebook advertising via mobielB!Digital is Lays partner in the mobile voting part of their “Maak de Smaak” campaign. Since Facebook recently launched Facebook connect for mobile we tested with a landingspage connected to social media platforms like Hyves, Twitter and of course Facebook. After their vote you can see content on a landingpage and share your vote on social media.

1. Send a vote to 4411 and receive a mobile landingpage: m.lays.nl 2. Share your vote on Facebook 3. A “Maak de Smaak” post is published on your Newsfeed 4. Friends see the post and will be triggered to vote also at www.lays.nl.

1 2 3 4


A selection of advertising cases by B!Digital

Premium ad


Contact

Adres

Van Heuven Goedhartlaan 935

1181 LD Amstelveen

Telefoon

+31 (0)20 530 87 60

Web

www.buongiornodigital.com


Documents

B!Digital Facebook Dec 2010