efashion 2011 - catriona paton - info.nl
TRANSCRIPT
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…
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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
[email protected]? Get in touch!