Embed Size (px)
DESCRIPTION
A presentation for beginners on how brands can utilize Facebook. This presentation touches briefly on why strategy is important, kinds of communication, some of the different activities available and provides a few cases.
Citation preview
1Monday, February 18, 13
We have an established network and over 50 years of combined experience in PR and Communication.
Offices in Copenhagen & Sweden
2Monday, February 18, 13
More than 25 years of combineddesign and advertising experience.
3Monday, February 18, 13
TODAY’S SPEAKERS
Nicholas WetazProject ManagerCertified Social Media Strategist@Twetaz
Maria SantosSenior ConsultantSocial Media Specialist@MariaRMSantos
4Monday, February 18, 13
SELECTED CLIENTS
5Monday, February 18, 13
SUCCESS ON FB = STRATEGY + EXECUTION
6Monday, February 18, 13
Social Media Strategy
Definition of what you want to accomplish
The resources you have to accomplish it
The path you want to take to get there
The activities that will help you reach your chosen destination
7Monday, February 18, 13
WHY IS A SOCIAL STRATEGY IMPORTANT?
“Hope is nota strategy” -Rick Page
8Monday, February 18, 13
“You have to be totally connected to anyone who touches your brand, if you don’t do that, I don’t know
what your business model will be in five years”
- Angela Ahrendts, Burberry CEO
9Monday, February 18, 13
Strategy directs tactics and execution towards set goals
10Monday, February 18, 13
STATE OF FACEBOOK
11Monday, February 18, 13
DENMARK
Kilde: Facebook Internal Data, marts 2012 12Monday, February 18, 13
13Monday, February 18, 13
Sweden4.800.000+ users
Finland2.200.000+ users
Norway2.700.000+ users
14Monday, February 18, 13
UNIVERSAL FACEBOOK TOOLBOX
Timeline Communication
Engaging Activities
FB Ads
15Monday, February 18, 13
Source: comScore, June 2012. Facebook internal data
RELEVANCE OF TIMELINE COMMUNICATION AND INTERACTION
Facebook Algorithm
User habits
Competition for attention
16Monday, February 18, 13
TYPES AND EXECUTION OF STATUS UPDATES
17Monday, February 18, 13
90%of information transmitted to
the brain is visual
Visuals are processed
60,000xfaster in the brain than text
40%of people will respond better to text+visual
information than plain text
PICTURES
18Monday, February 18, 13
VIDEO
19Monday, February 18, 13
DYNAMIC TEXT, QUESTIONS, TRIVIA
“If your city could be any district, it would be _____. May the odds be ever in your favor.”
Average 182% more comments with fill
in the ___’s
Pringles first wenton sale in what year?
a. 1968b. 1971c. 1976
20Monday, February 18, 13
LINKS
Use links to:
Provide interesting contentto fans
Drive traffic
Promote new products
Other
21Monday, February 18, 13
STANDARD TEXT
Posts with over200
characters receive less interaction
22Monday, February 18, 13
PROMOTIONS & TEASERS
23Monday, February 18, 13
STATUS UPDATE EXECUTION
Using subtle cues to convey your key messages
Take a 24 hour ride in the life of Sir Richard Branson. Cameras follow our jet-setting Chief Rabble-Rouser as he helps us launch our newest destination, Chicago O’Hare. What questions would you ask someone that spends more time at 35,000 feet than on the ground? http://vgn.am/6032ROcp
24Monday, February 18, 13
COMMENT RESPONSE
Fan Comment: Checking out the Flavor Graveyard...how do u submit flavors for assassination? (Winking at Late Nite Snack)
Response: Ouch Sherry! Late Night Snack is doing really well, so you probably won’t see it in the graveyard anytime soon. Hopefully you enjoy some of our other flavors and you don’t plan on hiring a hit man to take our Late Night Snack.
25Monday, February 18, 13
CRISIS MANAGEMENTFan Post: “Jeg ved ikke hvor jeg skal begynde. Det seneste stykke tid har jeg gået og tumlet lidt med nogle ting, og jeg er desværre bange for at vi to ikke passer sammen mere. Jeg synes ikke, at vi er det samme sted. Og nu har jeg altså mødt en anden. Hun hedder Netflix og vi passwer bar sammen. Jeg er virkelig ked af det, men jeg bliver nødt til at slå op med dig. Det går ikke mere det here. Men du skal vide, at det ikke er dig, der er mig. Jeg ved, at der er masser derude der gerne vil se dine TV-kanaler med alle reklamerne. Og måske kontakter jeg dig også igen en dag. Lige nu er kan det bare ikke være os to.
Ha’ det godt.
PS: Jeg er ked af at gøre det her offentligt på din væg, men jeg har altså også længe haft på fornemmelsen, at du var sammen med andre end mig.”
26Monday, February 18, 13
THE RESPONSEKære Fan,
Jeg er ked af, at du har fundet en anden. Jeg er jo ikke dum, og jeg anede jo nok, det var på vej, for du har virket så uengageret og ligeglad med mig i den senere tid. Det var nærmest kun, når du og gutterne skulle se fodbold, at du gad interessere dig for mig. Så var der ingen grænser for, hvor glad du var for mig - eller sur hvis jeg så ikke lige var der, når DU absolute ville.
Men jeg har jo ikke været blind for, at du ofte hellere ville sidde bag den lille dumme computerskærm. Så var du mere interesseret i at hoppe fra den ene mere uskarpe og tarvelige hjemmevido på YouTube end mig og mine HD-kanler. Og da jeg så forleden fandt en brugt Netflix kupon mellem sofpuderne, vidst jeg, at det var slut.
Jeg er ikke den første, der oplever en mand, der falder for en yngre model, og nok heller ikke den sidste. Jeg ved også godt, at jeg ikke er 17 længere, og der er nok også kommet en rynke eller to. Men jeg er ikke flov over mig selv. Jeg ved en masse om mænd og kvinder og børn. Jeg ved, hvordan man passer en familie og sørger for, at der er plads til alle i en husstand - både for de mindste of de ældste.
Farvel Fan - din x-box er måske lid våd og står et sted på Enghavevej:)
Mvh YouSee
27Monday, February 18, 13
THE BASICS
28Monday, February 18, 13
HOUSE RULES
29Monday, February 18, 13
FACEBOOK TEAM
30Monday, February 18, 13
TYPES OF ACTIVITIES
31Monday, February 18, 13
RECIPES
32Monday, February 18, 13
CONTESTS
33Monday, February 18, 13
CO-CREATION
34Monday, February 18, 13
SALES
Fans spend 131% more, friends of fans spend 104% more
Fans spend 97% more and friends of fans spend 51% more
Fans spend 60% more
Fans spend 109% more
35Monday, February 18, 13
RECRUITMENT & SUPPORT
36Monday, February 18, 13
SAMPLING
37Monday, February 18, 13
MUSIC STREAMING
38Monday, February 18, 13
INTEGRATION
Integrating social media with your other marketing channels can help you:
Create synergies
Achieve cost savings
Increase Awareness
Reinforce the message
39Monday, February 18, 13
CASES
40Monday, February 18, 13
ANTHON BERG CHRISTMAS CALENDAR
41Monday, February 18, 13
CHALLENGE
42Monday, February 18, 13
RESULTS INT & DK
Nearly 17.000 new fans
38.000+ Stories Created
Unique users reached 3.600.000+
Total Impressions 12.500.000+
43Monday, February 18, 13
ANTHON BERG VALENTINE’S CARD ‘12
44Monday, February 18, 13
CHALLENGE
45Monday, February 18, 13
RESULTS
15+ media outletspicked up the story
3.6 million people exposed on the main page of Ekstra Bladet
310.000 Unique users reached on
1.000 new likes on the page
The story was also talked about on P3 when they interviewed
L.O.C as well as on The Voice’s Facebook page
46Monday, February 18, 13
47Monday, February 18, 13
CHALLENGE
48Monday, February 18, 13
SOLUTION
circular image
.Partners & Spokespersons
QR & Instore
Distribution
Go-Card
Facebook Campaign
PR & Book Reviews
49Monday, February 18, 13
50Monday, February 18, 13
RESULTS
1 in 5fans clicked to download
the app on Facebook
1000+fans clicked to download
the app on Facebook
40+mentions in the media
47.000QR code scans
Campaign value of DKK 813.000
50.000+ Downloads and
counting
Book became a Best Seller
51Monday, February 18, 13
MOVEMBER CAMPAIGN ‘11 & ‘12
52Monday, February 18, 13
CHALLENGE
53Monday, February 18, 13
SOLUTION
ALLR
IGH
T A
GE
NC
Y FACEBOOK.COM ! BJORNBORGDK
54Monday, February 18, 13
RESULTS2011• 22.000+ fans on Facebook
• 1.700 badges installed on Facebook
• 6.000.000 total impressions on Facebook
• 7500 registered Mo Bros & Sistas
• 1.1million DKK raised
• 600.000 unique visitors to Movember home page
• 350+ articles
• 15+ mins of TV time excluding Sports
• Best Health Campaign Award: Men’s Health Week
• Best Ever Movember Launch
2012• 35.000+ fans on Facebook
• 475 badges installed on Facebook
• 7.300.000 total impressions on Facebook
• 14.909 registered Mo Bros & Sistas
• 2.3 million DKK raised
• 400+ articles
• 300 Busses and Trains had mustaches
55Monday, February 18, 13
FACEBOOK ADS & SPONSORED STORIES
56Monday, February 18, 13
TYPESFacebook AdPage PostPage LikeSponsored Result
Sponsored StoriesOffer Claimed StorySpecific Page Post Like StorySpecific Page Post Comment StorySpecific Page Post Share StoryWall Post StoryPage Like StoryPage Post Like Story
57Monday, February 18, 13
Everybody is an athlete. “You’re not disabled by the disabilities you have, you are able by the abilities you have.” – Oscar Pistorius
Never look back.
Don’t let hump day take you under. Make your own rainbows.
Exposed Fans and friends of fans bought 38% more frequently.
Exposed Fans and friends of fans bought 21% more frequently.
Exposed Fans and their friends bought 16% more frequently in store and 56% more frequently online.
Major offline retailer
130% uplift in purchase behaviour on the ASOS site among exposed fans and FoF versus non-exposed.
Source: The Power of the Like II, comScore and Facebook, June 2012
58Monday, February 18, 13
INTEGRATION
Disney World
Where every Cinderella story comes true... Do you remember your first time at Disney World?
Builders of tomorrow. Where you one, when you were young?
59Monday, February 18, 13
THANKSIf you have questions, please find us in the lobby
Rate us on SpeakerscoreShortcode: 9GGS
http://speakerscore.com/9GGS
60Monday, February 18, 13
