social media lab

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Oct 2010

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

?

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

Before

During

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.

• …

Strategic Partners

http://www.tipik.eu/

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

An impressive user base

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75 % 37,600 internet users in 53 countries

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.

My Mom is on Facebook !

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http://www.flowtown.com/blog/older-people-flocking-to-social-networks/?display=wide

http://www.flowtown.com/blog/older-people-flocking-to-social-networks/?display=wide

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

Outstripping e-mail

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Insight 2

Trust in advertising decreasing.

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

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.

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

Insight 3

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

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

• 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

Insight 4

Limited investment. Pay-back can be huge.

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

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B to B

40

40

Site

• Other components must be integrated.

• Your website.

• Your blog.

• They are:

– a destination;

– a source of content.

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

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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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


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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50 %

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 has more visits than Google

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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 %


• 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…)

Socialising and Gaming…

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NightClub City


In Europe

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


In Europe

23.3% penetration

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


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


Belgium

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Age Gender

Average time spent per month

Nb of visits per month per user.


Belgium

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791 000 Mobile users

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


The Facebook „universes‟

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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


20 million New Fans every day

If you want to know more…

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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 !


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 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


• 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 Awareness / Usage

• An awareness as high as Facebook.

• Far less usage.

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Key facts

• 145 million members (Oct 2010)

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+ 300 000 new users per day.

90 000 000 tweets per day


Twitter in Belgium

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2 to 300 000

Belgian Members


Usage stats

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4.2 tweets per day on average per user


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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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).


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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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.


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



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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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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The most watched videos

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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.


Video sells

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

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

• A new member joins LinkedIn every second.

81 81

LinkedIn > Global View

A professional network

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

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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’.

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You

Your Connections

Connections of your

Connections

Network Activity

• You can publish updates.

• You have a Newsfeed containing updates from your Connections.

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LinkedIn in the world

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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.


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

You Tube

• „Branding‟ the account is easy.

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YouTube > Branding

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

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 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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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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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.


27/10/2010 95 But…

Posts of Pages appear in the Fans‟ News Feeds

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2 different News Feeds

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There are 2 News Feeds

– Top News By default.

– Most Recent Have to click on it.


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…Top News or Most Recent ?


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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

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

Asset N°2

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

• Or through Apps


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Asset N°3

• Admin of Pages has access to very detailed stats

– Activity on the Page.

– Fan Base.


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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).


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100% of internet users can see your Page

Asset #5

• Pages can be branded to some degree.

• Some personalisation possible. Use Tabs, Boxes, and Applications to integrate your brand identity.


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• 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%


All brands are not equal

• Think about « Social Badging »

• Liking a brand says something about you…

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Building a Page

Facebook > Page > Building a Page

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Photo

Connections

About

Tabs

Wall

Typical Page

Personalisation

1. Optimise the Photo and the About zone.

2. Create personalised Tabs

3. Create a Landing Tab

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The Picture

• 600 pixels

height.


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About

Personalised Tabs

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Facebook > Page > Construction

Facebook > Page > Construction

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A Tab for your Shop


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A Tab for Support

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

non-fans will land on.


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

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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Examples


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

display another message.

118


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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Creating the Page

• You can set Country Restrictions or Age Restrictions.

• You can work on the Page before publishing.

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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


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.


Targeting Posts

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

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Français

Français

Français

Néerlandais

Néerlandais

Néerlandais

About About


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%


Recommendation

XXX FR

XXX_FR

XXX NL

XXX_NL


Geo-targeted posts

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

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IP Address


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

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131

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

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,…)


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.

Weekends are good…

Daily Distribution

Rhythm

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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Scheduling posts

Use external tools to:

• Schedule posts;

• Create more attractive, richer posts.

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• Additional statistics on what reactions are generated and where.

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Set up a poll

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Generate coupons

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Publish on Facebook & Twitter

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2 ways

• The Post

– Appears on the Wall

– And in the News Feeds of Connections

• The Update

– Messages sent to a specific message box

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1

2


The Updates Box

• Updates: a „sub‟-Inbox

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Updates can be targeted

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Changes on Facebook

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Facebook > Recent Changes

Like You „like‟ a lot on Facebook

• Posts / Change of Status

• Photos

• Videos

• Links…

You can even „Like‟ Comments.

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Like

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Facebook

Web


„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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When someone „Likes‟ on your site, a text appears on their Wall, which is visible in the News Feed of all their friends

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His Wall

Her News Feed (Most Recent tab, not Top News).


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

3 billion „Likes‟ per day!


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Facebook

Web

Your website


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

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The Community Pages

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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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The Community Pages

• Facebook has automatically „joined‟ people that are fan of a topic or have a common interest to Community Pages.

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• 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.


Example

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2 remarks

• These Pages are public by default (everybody can see you are a Fan of those pages).

• Check your privacy settings regularly.

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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


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…

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Money Is blue the colour

of money ? 27/10/2010 165


Money, Money, Money

• Facebook is focusing on Facebook Credits (and not accepting other means of payment).

• Keeps 30% of all transactions.

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Money, Money, Money

• Facebook users can earn credits (from gaming or brands).

• And spend them, increasingly on real items...

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And now Geolocation !

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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.

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Check-in


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

• And tag friends. 27/10/2010 170

A real opportunity for places

• It‟s viral.

• Privileges for members who check-in.

• Additional info.

• Link to the Page.

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How to Introduction: The principles

Communication > Principles

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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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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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• 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


Challenge #2 : Divorce is easy

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

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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

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So…

• Challenge #1 : To be seen

• Challenge #2 : Divorce

• Challenge #3 : Limited space

2 rules • Optimize the message

• Relevance, interest, value

• Optimize frequency

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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

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Your new motto

• No more „hammering‟

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

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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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3 key words

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Give

to Get


Motivations

• Discounts and promotions.

• Show support.

• Stay informed.

• Fun & Content.

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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…


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.

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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


Like…

What will your

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

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Wider !

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• A broader subject.

• A larger audience.

• A more social personality.

27/10/2010 189

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


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.

27/10/2010 191


Social

Badging

Your brand 27/10/2010 192

Your universe Your environment, your passion, your fight…

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


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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Engage!

• Advance Information

• Games and Competition

• Exclusivities

• Events

• Involvment in Development

• …

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Typical week 27/10/2010 197

Communication > Do it

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


Monday

Tuesday

Wednesday

Formats : • Short text (post) • Long text (Note) • Interactive (discussion) • Photo • Slideshow • Video • Link • Gift • Activity (poll, quizz,…) • App

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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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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.

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• 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…

27/10/2010 202


Video and iPhone

Communication > Tips

27/10/2010 203

A different lifespan

• Photos and Videos stay accessible longer than texts through the Tabs Photo - Video

27/10/2010 204

Texts are quickly invisible


The iPhone

• Publish texts and pictures on the Page via an iPhone.

• Access the Pages you administrate via the Friends tab.

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To the Page


Email Keep your Audience

Facebook > Keep your Audience

27/10/2010 206

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)

…

Newsletters Contests

• Through dedicated tabs

Building the Audience

Facebook > Building the Audience

27/10/2010 209

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.

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Different techniques

Natural virality

Stimulation of the virality

Seeding

Internal / external Exposure

Facebook Ads

Advertising out of Facebook

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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


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


Natural Virality: Search

• The Page can be searched.. And found.

• Brand appeal is critical.

27/10/2010 214


Boosting natural virality

VW Belgique VW Belgium

Landing Tab

Landing Tab

Volkswagen Belgique

Volkswagen Belgium


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Be tv

Landing Tab

Betv

Redirect

Ask!

• Ask your fans to help via a post.

27/10/2010 218


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

on their Wall.

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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


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


Seeding

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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


Trick: Thank new Fans

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

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Display your Social Presence

• Banners

27/10/2010 225


Display your Social Presence

• On your Site or Blog with social widgets.

27/10/2010 226


Email signature

27/10/2010 227


Use pictos

27/10/2010 228


Links in your

newsletters

27/10/2010 229

Emailing to your base

• Specific Email to introduce the presence.

27/10/2010 230


Display your presence

• Badges for salespeople

• On pack

27/10/2010 231


In your communication

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

27/10/2010 232


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


Advertise !

• Three-quarters of Facebook fans have signed up with pages after invitations or ads from brands.

27/10/2010 234


Buy Facebook Advertising

27/10/2010 235


Homepage

My Profile

Friends Profile

Messages

Photos

Events

Group

s


2 types of formats


Premium : A lot of interactivity

Video Event

Poll

Like

Sampling

Homepage

My Profile

Friends Profile

Homepage

My Profile

Friends Profile


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

Messages

Photos

Events

Groups


Standard

Low budget possible

Free Service

CPC or CPM

Great Targeting

Reporting

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,…)


Appears in News Feed

+

« Social Endorsement »

Facebook Advertising

• A simple tool to design your Ad.

27/10/2010 241


Facebook Ads

Easy budgeting

•Pay per Click

•Pay per 1 000 impressions

•Daily Budget

27/10/2010 242


Facebook Ads

• Vast possibilities to target ad.

27/10/2010 243


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


Optimize Creation

27/10/2010 245


Target 1

Target 2

Target 3

Target 4

Optimize Creation

27/10/2010 246


Target 1 Best

Target 2

Target 3

Target 4

Best

Best

Best

Optimize Creation – Again !

27/10/2010 247


Target 1 Best

Target 2

Target 3

Target 4

Best

Best

Best

Case Story : VW

27/10/2010 248


• 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+

Case Story

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• All Targets

Average CPF = 132 Best Cost Per Fan = 100

212 145 100 110 113

Case Story

27/10/2010 250


• Per target

Average CPF = 132 Average Best CPF targeted = 79

77 63 82 70 107

18-24 25-34 35-44 45-54 55+

Results

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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%

Facebook Ads : The Seminar

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• 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 :

27/10/2010 253

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

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