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Page 1: Social Media Lab

27/10/2010 1

Oct 2010

Page 2: Social Media Lab

Who are we?

Yves Baudechon Social Evangelist & Coach

• Marketing Power Rapp Collins

• DDB Belgium

• Co-founder of JustForYou

• Co-founder of Radionomy

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Gilles Bindels • PWC

• Skynet

• Co-founder of JustForYou (email marketing)

• Co-founder of Radionomy

Charlotte Matthys

Benjamin Snyers

?

Page 3: Social Media Lab

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.

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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).

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To learn and

understand

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Before

During

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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.

• …

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Strategic Partners

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5 Insights from the

„Statusphere‟

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Insight 1

Social networks are pulling in more and more users for longer periods of time

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An impressive user base

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75 % 37,600 internet users in 53 countries

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Spans all generations

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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.

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More time spent on social networks

• 23 % of the total amount of time spent on the internet is spent on social networks and blogs.

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Juin 2010 versus juin 2009 - Nielsen

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Outstripping e-mail

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Insight 2

Trust in advertising decreasing.

You have to earn attention, it‟s more difficult to buy.

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A crisis of confidence?

• Consumers trust their peers first and foremost.

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Exam

ple

s

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32 million visits per month, >15 millions

members and 30 millions comments.

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Where does the influence come from?

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Paid, Owned, Earned media

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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

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Insight 3

An increasing number of brands understand the opportunities social networks represent.

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72% of US companies have a Social Media Strategy

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And they are investing…

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Media

Content

Media

Content

Earned media

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• Users of social networks spend more.

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• Users of social networks are more loyal.

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• Users of social networks „recommend‟ more.

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• Users of social networks feel a greater sense of empathy and connection with the brand they „fan‟.

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The Value of a Fan

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3,6 $ Source : Vitrue

136 $ Source : Syncapse

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Insight 4

Limited investment. Pay-back can be huge.

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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.

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What are we talking about ?

• Time (Talent and passion)

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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.

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• Light the fireworks…

• But keep the campfire burning too.

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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.

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It‟s time to reboot…

Your Brand Engagement. Your Conversations. Your Social Network. Your Relationships. Yourself.

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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.

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General Approach

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We will focus on a „eco-system‟ that integrates Facebook, Twitter and YouTube.

B to C

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• In a B-to-B context, LinkedIn should play a key role in the strategy.

LinkedIn

39 39

B to B

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40

40

Site

• Other components must be integrated.

• Your website.

• Your blog.

• They are:

– a destination;

– a source of content.

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Basic combination

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We activate and generate the presence here Audiences of Fans

Relays activity Audience of Followers

Video channel and archives Subscribers

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Global view Latest trends

Facebook > Global View

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Facebook

• 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,…

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Facebook > Global View

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What you “post” appears on your “wall” appears in your friends‟ “newsfeeds”

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The Average member

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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

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Key facts

• 500 million active members since end July 2010. (30% of the 1.65 billion internet users in the world).

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Facebook > Global View

50 %

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Users are going „mobile‟

• 150 millions of mobile users

• 50% of mobile internet traffic in the UK is for Facebook.

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X 5 in a year

2 X more active

Facebook > Global View

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Facebook has more visits than Google

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Facebook > Global View

Page 49: Social Media Lab

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

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5,5 %

Facebook > Global View

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• For 11% of Americans, Facebook is the first place they go

to online on a typical day.

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1/3 of American women aged 18-34 check their Facebook when they wake up… (and 21% in the middle of the night…)

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Socialising and Gaming…

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NightClub City

Facebook > Global View

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In Europe

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> 159 million Facebook Users in Europe (+76% in 1 year)

Facebook > Global View

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In Europe

23.3% penetration

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10,3 millions d‟inscrits sur Hyves, 1er média social hollandais

Facebook > Global View

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Belgium

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> 3 800 000 Belgian members

38 % of population (2/3 of internet users)

62.3 % daily use

85 % weekly use

Facebook > Global View

Page 55: Social Media Lab

Belgium

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Age Gender

Average time spent per month

Nb of visits per month per user.

Facebook > Global View

Page 56: Social Media Lab

Belgium

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791 000 Mobile users

22% of Facebook members in Belgium (vs 30% worldwide average)

Facebook > Global View

Page 57: Social Media Lab

The Facebook „universes‟

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Facebook > Global View

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The Facebook „universes‟

3 million Pages

3.5 million new Events each month

45 million active Groups

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+6.5 millions Community Pages

500 million Profiles

Facebook > Global View

20 million New Fans every day

Page 59: Social Media Lab

If you want to know more…

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Global view Latest trends

Twitter > Global View

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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

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Concept

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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

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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.

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Page

The Page is asymmetric

Twitter > Global View

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• 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…

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Twitter > Global View

Page 65: Social Media Lab

Twitter Awareness / Usage

• An awareness as high as Facebook.

• Far less usage.

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Twitter > Global View

Page 66: Social Media Lab

Key facts

• 145 million members (Oct 2010)

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+ 300 000 new users per day.

90 000 000 tweets per day

Twitter > Global View

Page 67: Social Media Lab

Twitter in Belgium

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2 to 300 000

Belgian Members

Twitter > Global View

Page 68: Social Media Lab

Usage stats

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4.2 tweets per day on average per user

Twitter > Global View

Page 69: Social Media Lab

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.

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Twitter > Global View

Page 70: Social Media Lab

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…

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70% of US journalists use social networks as an information source (41% in 2008).

Twitter > Global View

Page 71: Social Media Lab

How can we integrate Twitter ?

• Facebook is at the heart of our approach.

• The content we generate for Facebook will be relayed on Twitter.

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Twitter > Global View

Page 72: Social Media Lab

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.

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Using the Hashtag (#) all tweets on a specific subject can be

regrouped.

Twitter > Global View

Page 73: Social Media Lab

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.

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PR Account Followers :

bloggers and journalists

Twitter > Global View

Page 74: Social Media Lab

Global view Latest trends

YouTube > Global View

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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.

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YouTube > Global View

Page 76: Social Media Lab

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)

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YouTube > Global View

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The most watched videos

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YouTube > Global View

Page 78: Social Media Lab

Video is affordable

• Recording and editing a video has become more affordable.

• The average length of a video on YouTube is 3.9 minutes.

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Brands like Blendtec have used the format with great success.

YouTube > Global View

Page 79: Social Media Lab

Video sells

• 68% of e-commerce websites use videos today (compared to 18% one year ago).

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YouTube > Global View

Page 80: Social Media Lab

YouTube lets you…

• Easily create - a sort of video shop - to manage subscribers to your videos.

• Create Channels: a page containing all your videos.

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YouTube > Global View

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• LinkedIn is a social network with more than 70 million members.

• A new member joins LinkedIn every second.

81 81

LinkedIn > Global View

Page 82: Social Media Lab

A professional network

• Create a profile that describes your professional career, from the past to the present.

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LinkedIn > Global View

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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

Page 84: Social Media Lab

Network Activity

• You can publish updates.

• You have a Newsfeed containing updates from your Connections.

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LinkedIn > Global View

Page 85: Social Media Lab

LinkedIn in the world

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LinkedIn > Global View

Page 86: Social Media Lab

LinkedIn in Belgium

13th country,

637 739 users

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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

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Branding

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Twitter • „Branding‟ a twitter

account is relatively easy. The „New Twitter‟ will limit this by adding more elements on the right-hand side.

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Twitter > Branding

Page 89: Social Media Lab

You Tube

• „Branding‟ the account is easy.

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YouTube > Branding

Page 90: Social Media Lab

Facebook • Branding is difficult and limited.

• Only the best pages use all the possibilities to integrate some branding on the Page…

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Facebook > Branding

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Intro

Facebook > Page

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The Page

• The Page is the legitimate way for companies, brands, artists,politicians, etc. to exist on Facebook.

• The Profile is for individuals only.

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Facebook > Page > Intro

Page 93: Social Media Lab

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‟.

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Facebook > Page > Intro

Page 94: Social Media Lab

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.

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Facebook > Page > Intro

Page 95: Social Media Lab

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…

Page 96: Social Media Lab

Posts of Pages appear in the Fans‟ News Feeds

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Facebook > Page > Intro

Page 97: Social Media Lab

2 different News Feeds

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Facebook > Page > Intro

Page 98: Social Media Lab

There are 2 News Feeds

– Top News By default.

– Most Recent Have to click on it.

Facebook > Page > Intro

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Page 99: Social Media Lab

…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

Page 100: Social Media Lab

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.

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Facebook > Page > Intro

If a new Fan has not reacted after a certain amount of time, your Page disappears from his „Top News‟ Newsfeed.

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Asset N°2

• Pages can communicate in Rich Media through posts including Photos, Videos, Audio, Links,…

• Or through Apps

Facebook > Page > Intro

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Asset N°3

• Admin of Pages has access to very detailed stats

– Activity on the Page.

– Fan Base.

Facebook > Page > Intro

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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

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100% of internet users can see your Page

Page 104: Social Media Lab

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

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Page 105: Social Media Lab

• 77% of Facebook Pages have less than 1 000 fans.

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1.000 fans : 23%

Some Stats on Pages

10.000 fans : 4%

Facebook > Page > Intro

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All brands are not equal

• Think about « Social Badging »

• Liking a brand says something about you…

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Facebook > Page > Intro

Page 107: Social Media Lab

Building a Page

Facebook > Page > Building a Page

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Photo

Connections

About

Tabs

Wall

Typical Page

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Personalisation

1. Optimise the Photo and the About zone.

2. Create personalised Tabs

3. Create a Landing Tab

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Facebook > Page > Intro

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The Picture

• 600 pixels

height.

Facebook > Page > Intro

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About

Page 111: Social Media Lab

Personalised Tabs

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Facebook > Page > Construction

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Facebook > Page > Construction

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A Tab for your Shop

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Facebook > Page > Building a Page

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A Tab for Support

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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.

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Facebook > Page > Building a Page

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Landing Tab • The admin of a Page can decide which tab the

non-fans will land on.

Facebook > Page > Building a Page

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Connections land on the Wall Non-connections land on the landing tab

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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.

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Facebook > Page > Building a Page

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Examples

Facebook > Page > Building a Page

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Landing Tab • Once the fan as “liked” your Page, the Landing Tab can

display another message.

118

Facebook > Page > Building a Page

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Provide incentives! • There are strict rules governing

the use of the Facebook name, but you can reward new Fans via contests or prize-draws.

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Facebook > Page > Building a Page

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Creating the Page

• You can set Country Restrictions or Age Restrictions.

• You can work on the Page before publishing.

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Facebook > Page > Building a Page

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Communication

Facebook > Page > Communication

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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

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1

2

Facebook > Page > Communication

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Communication through Posts

• An advantage of Pages. Posts appear in the News Feeds of all Fans.

420 chars. maximum

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8 000 chars.

Facebook > Page > Communication

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Targeting Posts

• Posts can be targeted. By location. By language.

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Facebook > Page > Communication

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Français

Français

Français

Néerlandais

Néerlandais

Néerlandais

About About

Facebook > Page > Communication

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Example

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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

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30%

Facebook > Page > Communication

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Recommendation

XXX FR

XXX_FR

XXX NL

XXX_NL

Facebook > Page > Communication

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Geo-targeted posts

• Target Facebook members in a specific area, for example.

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IP Address

Facebook > Page > Communication

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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

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131

Messages are automatically shortened, with a short url that directs users to the full message.

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Impressions

• Facebook gradually bringing in the possibility to see the number of „impressions‟ and the % of feedback generated.

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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

Page 133: Social Media Lab

Bridge over troubled water

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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.

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Weekends are good…

Page 136: Social Media Lab

Daily Distribution

Rhythm

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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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Comments per day

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Page 141: Social Media Lab

Scheduling posts

Use external tools to:

• Schedule posts;

• Create more attractive, richer posts.

27/10/2010 141

Facebook > Page > Communication

Page 142: Social Media Lab

• Additional statistics on what reactions are generated and where.

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Facebook > Page > Communication

Page 143: Social Media Lab

Set up a poll

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Facebook > Page > Communication

Page 144: Social Media Lab

Generate coupons

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Facebook > Page > Communication

Page 145: Social Media Lab

Publish on Facebook & Twitter

27/10/2010 145

Facebook > Page > Communication

Page 146: Social Media Lab

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

Page 147: Social Media Lab

The Updates Box

• Updates: a „sub‟-Inbox

27/10/2010 147

Facebook > Page > Communication

Page 148: Social Media Lab

Updates can be targeted

27/10/2010 148

Facebook > Page > Communication

Page 149: Social Media Lab

Changes on Facebook

27/10/2010 149

Facebook > Recent Changes

Page 150: Social Media Lab

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

Page 151: Social Media Lab

Like

27/10/2010 151

Facebook

Web

Facebook > Recent Changes

Page 152: Social Media Lab

„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‟.

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Facebook > Recent Changes

Page 153: Social Media Lab

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

Page 154: Social Media Lab

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‟.

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Facebook > Recent Changes

Page 155: Social Media Lab

27/10/2010 155

Facebook

3 billion „Likes‟ per day!

Facebook > Recent Changes

Page 156: Social Media Lab

27/10/2010 156

Facebook

Web

Your website

Facebook > Recent Changes

Page 157: Social Media Lab

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

Page 158: Social Media Lab

The Community Pages

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Facebook > Recent Changes

Page 159: Social Media Lab

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.

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Facebook > Recent Changes

Page 160: Social Media Lab

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

Page 161: Social Media Lab

Example

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Facebook > Recent Changes

Page 162: Social Media Lab

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

Page 163: Social Media Lab

A word about privacy

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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

Page 164: Social Media Lab

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

Page 165: Social Media Lab

Money Is blue the colour

of money ? 27/10/2010 165

Facebook > Recent Changes

Page 166: Social Media Lab

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

Page 167: Social Media Lab

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

Page 168: Social Media Lab

And now Geolocation !

27/10/2010 168

Facebook > Recent Changes

Page 169: Social Media Lab

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

Page 170: Social Media Lab

• With a simple click on your iPhone you can geolocate yourself.

• And tag friends. 27/10/2010 170

Page 171: Social Media Lab

A real opportunity for places

• It‟s viral.

• Privileges for members who check-in.

• Additional info.

• Link to the Page.

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Page 172: Social Media Lab

How to Introduction: The principles

Communication > Principles

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Page 173: Social Media Lab

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

Page 174: Social Media Lab

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

Page 175: Social Media Lab

• 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

Page 176: Social Media Lab

Challenge #2 : Divorce is easy

• In a single click, you can be excluded from News Feeds. And there is no way back.

27/10/2010 176

Communication > Principles

Page 177: Social Media Lab

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

27/10/2010 177

Communication > Principles

Page 178: Social Media Lab

So…

• Challenge #1 : To be seen

• Challenge #2 : Divorce

• Challenge #3 : Limited space

2 rules • Optimize the message

• Relevance, interest, value

• Optimize frequency

27/10/2010 178

Communication > Principles

Page 179: Social Media Lab

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

27/10/2010 179

Communication > Principles

Page 180: Social Media Lab

Your new motto

• No more „hammering‟

There is no „zapping‟ on Social Networks, only exclusion.

27/10/2010 180

Communication > Principles

Page 181: Social Media Lab

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

Page 182: Social Media Lab

3 key words

27/10/2010 182

Give

to Get

Communication > Principles

Page 183: Social Media Lab

Motivations

• Discounts and promotions.

• Show support.

• Stay informed.

• Fun & Content.

27/10/2010 183

Communication > Principles

Page 184: Social Media Lab

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

Page 185: Social Media Lab

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

Page 186: Social Media Lab

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

Page 187: Social Media Lab

Like…

What will your

connections ? And will that be enough to make them join?

27/10/2010 187

Communication > Principles

Page 188: Social Media Lab

Wider !

27/10/2010 188

Communication > Principles

Page 189: Social Media Lab

• A broader subject.

• A larger audience.

• A more social personality.

27/10/2010 189

Page 190: Social Media Lab

Wider !

• Think about a larger (and sustainable) promise.

• Think „Give to Get‟. What your audience wants to get and what you can give.

27/10/2010 190

Communication > Principles

Page 191: Social Media Lab

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.

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Communication > Principles

Social

Badging

Page 192: Social Media Lab

Your brand 27/10/2010 192

Your universe Your environment, your passion, your fight…

Page 193: Social Media Lab

193

Page 194: Social Media Lab

3 buckets

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• 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

Page 195: Social Media Lab

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.

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Communication > Principles

Page 196: Social Media Lab

Engage!

• Advance Information

• Games and Competition

• Exclusivities

• Events

• Involvment in Development

• …

27/10/2010 196

Communication > Principles

Page 197: Social Media Lab

Typical week 27/10/2010 197

Communication > Do it

Page 198: Social Media Lab

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

Page 199: Social Media Lab

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

Page 200: Social Media Lab

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

Page 201: Social Media Lab

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

Page 202: Social Media Lab

• 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…

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Communication > Principles

Page 203: Social Media Lab

Video and iPhone

Communication > Tips

27/10/2010 203

Page 204: Social Media Lab

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

Page 205: Social Media Lab

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

Page 206: Social Media Lab

Email Keep your Audience

Facebook > Keep your Audience

27/10/2010 206

Page 207: Social Media Lab

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)

Page 208: Social Media Lab

Newsletters Contests

• Through dedicated tabs

Page 209: Social Media Lab

Building the Audience

Facebook > Building the Audience

27/10/2010 209

Page 210: Social Media Lab

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

Page 211: Social Media Lab

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

Page 212: Social Media Lab

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.

27/10/2010 212

Facebook > Building the Audience

Page 213: Social Media Lab

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

27/10/2010 213

Facebook > Building the Audience

Page 214: Social Media Lab

Natural Virality: Search

• The Page can be searched.. And found.

• Brand appeal is critical.

27/10/2010 214

Facebook > Building the Audience

Page 215: Social Media Lab

Boosting natural virality

Page 216: Social Media Lab

VW Belgique VW Belgium

Landing Tab

Landing Tab

Volkswagen Belgique

Volkswagen Belgium

Facebook > Building the Audience

Page 217: Social Media Lab

27/10/2010 217

Be tv

Landing Tab

Betv

Redirect

Page 218: Social Media Lab

Ask!

• Ask your fans to help via a post.

27/10/2010 218

Facebook > Building the Audience

Page 219: Social Media Lab

Encourage sharing • Create a link and encourage your fans to share it

on their Wall.

27/10/2010 219

Facebook > Building the Audience

Page 220: Social Media Lab

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

Page 221: Social Media Lab

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

Page 222: Social Media Lab

Seeding

27/10/2010 222

Facebook > Building the Audience

Page 223: Social Media Lab

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

Page 224: Social Media Lab

Trick: Thank new Fans

• Send them a direct message (10 to 15 per day max.)

27/10/2010 224

Facebook > Building the Audience

Page 225: Social Media Lab

Display your Social Presence

• Banners

27/10/2010 225

Facebook > Building the Audience

Page 226: Social Media Lab

Display your Social Presence

• On your Site or Blog with social widgets.

27/10/2010 226

Facebook > Building the Audience

Page 227: Social Media Lab

Email signature

27/10/2010 227

Facebook > Building the Audience

Page 228: Social Media Lab

Use pictos

27/10/2010 228

Facebook > Building the Audience

Page 229: Social Media Lab

Links in your

newsletters

27/10/2010 229

Page 230: Social Media Lab

Emailing to your base

• Specific Email to introduce the presence.

27/10/2010 230

Facebook > Building the Audience

Page 231: Social Media Lab

Display your presence

• Badges for salespeople

• On pack

27/10/2010 231

Facebook > Building the Audience

Page 232: Social Media Lab

In your communication

Badge to put on your brochures, Powerpoints, Advertising,…

27/10/2010 232

Facebook > Building the Audience

Page 233: Social Media Lab

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

Page 234: Social Media Lab

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

Page 235: Social Media Lab

Buy Facebook Advertising

27/10/2010 235

Facebook > Building the Audience

Page 236: Social Media Lab

Homepage

My Profile

Friends Profile

Messages

Photos

Events

Group

s

Facebook > Building the Audience

2 types of formats

Page 237: Social Media Lab

Facebook > Building the Audience

Premium : A lot of interactivity

Video Event

Poll

Like

Sampling

Homepage

My Profile

Friends Profile

Page 238: Social Media Lab

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

Page 239: Social Media Lab

Messages

Photos

Events

Groups

Facebook > Building the Audience

Standard

Low budget possible

Free Service

CPC or CPM

Great Targeting

Reporting

Page 240: Social Media Lab

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 »

Page 241: Social Media Lab

Facebook Advertising

• A simple tool to design your Ad.

27/10/2010 241

Facebook > Building the Audience

Page 242: Social Media Lab

Facebook Ads

Easy budgeting

•Pay per Click

•Pay per 1 000 impressions

•Daily Budget

27/10/2010 242

Facebook > Building the Audience

Page 243: Social Media Lab

Facebook Ads

• Vast possibilities to target ad.

27/10/2010 243

Facebook > Building the Audience

Page 244: Social Media Lab

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

Page 245: Social Media Lab

Optimize Creation

27/10/2010 245

Facebook > Building the Audience

Target 1

Target 2

Target 3

Target 4

Page 246: Social Media Lab

Optimize Creation

27/10/2010 246

Facebook > Building the Audience

Target 1 Best

Target 2

Target 3

Target 4

Best

Best

Best

Page 247: Social Media Lab

Optimize Creation – Again !

27/10/2010 247

Facebook > Building the Audience

Target 1 Best

Target 2

Target 3

Target 4

Best

Best

Best

Page 248: Social Media Lab

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+

Page 249: Social Media Lab

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

Page 250: Social Media Lab

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+

Page 251: Social Media Lab

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%

Page 252: Social Media Lab

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 :

Page 253: Social Media Lab

27/10/2010 253

Page 254: Social Media Lab

Thank you !

• Yves Baudechon • 0497/58.37.17

[email protected]

• Giles Bindels • 0475 /94.95.14

• Gilles. [email protected]

• Follow us on Facebook • www.facebook.com/SocialLabEurope

27/10/2010 254