efashion 2011 - catriona paton - info.nl

Facebook for Business:Focus on Fashion

Catriona Paton - Info.nl

The life of a Dutch Facebook user

Source: Facebook internal data, Mar 2011Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days

4.8+

hello world!(2007)

now I can read Dutch

from profile to stream

6m

4m

4.8 m monthly active users3.7 billion monthly page views30 % penetration of the online population

58 % of users return to the site daily93 average number of friends

1.8 m users access on their mobile

82 % of users come back every week

Huge Growth and Engagement

Demographics

51%49%

Gender

FemalesMales

13%

13%

36%

38%

Age

13-1718-2425-3536+

Facebook: the social ecosystem

6

Open Graph (Your Website)

News feed

Social Ads

ApplicationsFacebook pages

News feed

News Feed

BRAND

How does the viral effect work?Facebook offers powerful viral opportunities

Earned Media Bought Media

Owned Media

Facebook AdsKick-start the viral effect

The effectiveness of Facebook Ads

http://mashable.com/2010/10/18/facebook-brands-likes-study/

Social Ads

Engagement ads

Like Ad

Event Ad

Comment Ad Polling Ad

Targeting

Reachblocks The Facebook equivalent of a Homepage takeover?

Reach every Dutch Facebook user over 24 hours

• 5,333,333 impressions

• 1,500,000 unique users

The Facebook Page

15

Facebook PagesMuch more than just a wall… time to get creative!

Why invest in a Facebook page?

- Take your message to where your customers already are!- Harness the power of viral marketing- Fans are your brand ambassadors- Keep your business top of mind- See what users react best to- Communicate with your customers- Control brand perception

Use of wall posts – eBay.co.uk

• Celebrity fashion and looks

• Daily deals available

• Asking users questions

Fanpage: Organic Impressions

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Stream Imps Total Stream Imps.

The Value Of A Fan

By clicking ‘like’ a user makes a connection with your brand.

This causes a social action which will be seen by 5% of their friends in their newsfeed

Engagement ads drive traffic directly to your Facebook Page

Organic impressions drive traffic to your page Users can be

driven to the point of sale directly from the page

A brand can broadcast a message to all of their fans at any time for free.

These could be special offers, general conversations etc and can drive users directly to the point of sale.

More Fans = More Sales

Like Ad

A user is 4.5 times as likely to click on an organic story than a paid for impression

A user is 25% more likely to click on an ad with social context

Domino’s Pizza

Top Tips for a great Facebook Page- Give your page a clear purpose- Define your strategy

- Page should be fun, useful and shareable- Use applications, games and competitions to add depth - Provide ‘fan only’ content- Include plenty of links to your website

- Use Facebook Ads to gain fans quickly- Make regular and relevant status updates- Keep content on your page fresh- Ask your fans what they want to see!

ApplicationsStimulate the viral effect and engage users

Fan Aquisition

H&M– Give users options

Driving sales from Facebook

Applications can be fun

Apps can be functional

All Saints – Brand Perception

International pages

Freya – Speaking to fans

Be beside the catwalk

Real growth following campaigns

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Total Fans Daily Fans

Campaign 1

Campaign 2Campaign 3

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Open GraphUse social-plugins to boost the viral effect

Overview of Social Plugins

Like anything, anywhere

UpdatesThat page can also keep you updated through your News Feed.

Your friendsFind out what your friends have liked, shared and commented on through the Activity Feed and Recommendations social plugins. These new plugins offer you the same control over what you can see and share as you already have on Facebook

IGN’s traffic is up 20%

Lovefilm traffic grows 300%

Facebook delivers 20% of all comments on cricket content

Boosting site engagement

“ ”

Make social stories from your website

Making shopping more social!

Social PluginsFacebook functionality to enhance your website

Like Button

Recommendations

Login Button

Comments

Activity Feed

Like Box

Facepile

Live Stream

Facebook Places

Some key facts:

Released first in US in Aug 2010 Deployed in UK, Italy and France in Sep 2010 Full deployment across Europe TBC Potential reach in NL: 1.8M (Facebook mobile users) key competitors: Foursquare, Gowalla

Who. What. When. And now where.

See who’s checked in nearby

Tell your friends where you are and who you’re with

Generates newsfeed stories

Facebook Places

Facebook Places & Deals

Deal Types

Individual Loyalty Charity Friends

GAP – Facebook Deals• Users could get a free pair of jeans at

any GAP store by checking in

• Over 28,000 people checked in on that day

• Users who missed the jeans got 40% off any purchases

• H&M have also used deals to give users a 20% discount

So, to summarize…

44

How to activate and engage fans

Ignite attention by driving traffic - Facebook ads

Boost engagement and the viral effect - Facebook pages and applications

Offer relevant promotions & services - Give users a reason to interact

Make it easy for users to share- Open Graph helps your content go viral

Catriona@info.nlQuestions? Get in touch!