efashion 2011 - catriona paton - info.nl

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Facebook for Business: Focus on Fashion Catriona Paton - Info.nl

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Page 1: eFashion 2011 - Catriona Paton - Info.nl

Facebook for Business:Focus on Fashion

Catriona Paton - Info.nl

Page 2: eFashion 2011 - Catriona Paton - Info.nl
Page 3: eFashion 2011 - 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

Page 4: eFashion 2011 - Catriona Paton - Info.nl

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

Page 5: eFashion 2011 - Catriona Paton - Info.nl

Demographics

51%49%

Gender

FemalesMales

13%

13%

36%

38%

Age

13-1718-2425-3536+

Page 6: eFashion 2011 - Catriona Paton - Info.nl

Facebook: the social ecosystem

6

Page 7: eFashion 2011 - Catriona Paton - Info.nl

Open Graph (Your Website)

News feed

Social Ads

ApplicationsFacebook pages

News feed

News Feed

Page 8: eFashion 2011 - Catriona Paton - Info.nl

BRAND

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

Earned Media Bought Media

Owned Media

Page 9: eFashion 2011 - Catriona Paton - Info.nl

Facebook AdsKick-start the viral effect

Page 10: eFashion 2011 - Catriona Paton - Info.nl

The effectiveness of Facebook Ads

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

Page 11: eFashion 2011 - Catriona Paton - Info.nl

Social Ads

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Engagement ads

Like Ad

Event Ad

Comment Ad Polling Ad

Page 13: eFashion 2011 - Catriona Paton - Info.nl

Targeting

Page 14: eFashion 2011 - Catriona Paton - Info.nl

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

Page 15: eFashion 2011 - Catriona Paton - Info.nl

The Facebook Page

15

Page 16: eFashion 2011 - Catriona Paton - Info.nl

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

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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

Page 18: eFashion 2011 - Catriona Paton - Info.nl

Use of wall posts – eBay.co.uk

• Celebrity fashion and looks

• Daily deals available

• Asking users questions

Page 19: eFashion 2011 - Catriona Paton - Info.nl

Fanpage: Organic Impressions

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Stream Imps Total Stream Imps.

Page 20: eFashion 2011 - Catriona Paton - Info.nl

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

Page 21: eFashion 2011 - Catriona Paton - Info.nl

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!

Page 22: eFashion 2011 - Catriona Paton - Info.nl

ApplicationsStimulate the viral effect and engage users

Page 23: eFashion 2011 - Catriona Paton - Info.nl

Fan Aquisition

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H&M– Give users options

Page 25: eFashion 2011 - Catriona Paton - Info.nl

Driving sales from Facebook

Page 26: eFashion 2011 - Catriona Paton - Info.nl

Applications can be fun

Page 27: eFashion 2011 - Catriona Paton - Info.nl

Apps can be functional

Page 28: eFashion 2011 - Catriona Paton - Info.nl

All Saints – Brand Perception

Page 29: eFashion 2011 - Catriona Paton - Info.nl

International pages

Page 30: eFashion 2011 - Catriona Paton - Info.nl

Freya – Speaking to fans

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Be beside the catwalk

Page 32: eFashion 2011 - Catriona Paton - Info.nl

Real growth following campaigns

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Total Fans Daily Fans

Campaign 1

Campaign 2Campaign 3

Campaign 4

Page 33: eFashion 2011 - Catriona Paton - Info.nl

Open GraphUse social-plugins to boost the viral effect

Page 34: eFashion 2011 - Catriona Paton - Info.nl

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

Page 35: eFashion 2011 - Catriona Paton - Info.nl

IGN’s traffic is up 20%

Lovefilm traffic grows 300%

Facebook delivers 20% of all comments on cricket content

Boosting site engagement

“ ”

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Make social stories from your website

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Making shopping more social!

Page 38: eFashion 2011 - Catriona Paton - Info.nl

Social PluginsFacebook functionality to enhance your website

Like Button

Recommendations

Login Button

Comments

Activity Feed

Like Box

Facepile

Live Stream

Page 39: eFashion 2011 - Catriona Paton - Info.nl

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

Page 40: eFashion 2011 - Catriona Paton - Info.nl

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

Page 41: eFashion 2011 - Catriona Paton - Info.nl

Facebook Places & Deals

Page 42: eFashion 2011 - Catriona Paton - Info.nl

Deal Types

Individual Loyalty Charity Friends

Page 43: eFashion 2011 - Catriona Paton - Info.nl

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

Page 44: eFashion 2011 - Catriona Paton - Info.nl

So, to summarize…

44

Page 45: eFashion 2011 - Catriona Paton - Info.nl

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

Page 46: eFashion 2011 - Catriona Paton - Info.nl

[email protected]? Get in touch!

Page 47: eFashion 2011 - Catriona Paton - Info.nl