Social Media Lab

Page 1

Oct 2010

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Who are we? Yves Baudechon Social Evangelist & Coach • • • •

Marketing Power Rapp Collins DDB Belgium Co-founder of JustForYou Co-founder of Radionomy

Benjamin Snyers

Gilles Bindels • • • • 27/10/2010

PWC Skynet Co-founder of JustForYou (email marketing) Co-founder of Radionomy

Charlotte Matthys

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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. •

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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). 27/10/2010

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To learn and understand

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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


5 Insights from the „Statusphere‟

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

Insight 1


An impressive user base

37,600 internet users in 53 countries

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75 % 11


Spans all generations 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. 27/10/2010

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My Mom is on Facebook !

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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.

Juin 2010 versus juin 2009 - Nielsen 27/10/2010

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Outstripping e-mail

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Trust in advertising decreasing. You have to earn attention, itâ€&#x;s more difficult to buy.

Insight 2


A crisis of confidence?

• Consumers trust their peers first and foremost.

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Examples 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 Paid media Brand pays to leverage a channel

Pub online / offline

Sponsoring

Owned media Channels a brandâ€&#x;s control

Earned media Customers become the Channel

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Website Blog Twitter Account Fan Page

Like, Comments Buzz Word of Mouth Viral Sharing 20


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

Insight 3


72% of US companies have a Social Media Strategy

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And they are investing‌

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Content

Content

Media

Media

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

136 $ Source : Syncapse

3,6 $ Source : Vitrue

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Limited investment. Pay-back can be huge.

Insight 4


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. 27/10/2010

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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 We will focus on a „eco-systemâ€&#x; that integrates Facebook, Twitter and YouTube.

B to C 27/10/2010

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

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• Other components must be integrated. • Your website. • Your blog. • They are: – a destination; – a source of content.

Site


Basic combination

Video channel and archives Relays activity

Subscribers

Audience of Followers

We activate and generate the presence here

Audiences of Fans

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Facebook > Global View

Global view Latest trends 27/10/2010

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Facebook > Global View

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,… 27/10/2010

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

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Facebook > Global View

The Average member 130 friends

165 in Belgium

Invites 8 friends per month 48% of Facebook members are friends with their kids 73% of Facebook members havenâ€&#x;t included their Boss in their friends

1/3 of Facebook members have posted something they regret 27/10/2010

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Facebook > Global View

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

50 % 27/10/2010

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Facebook > Global View

Users are going „mobile‟ • 150 millions of mobile users

X 5 in a year 2 X more active

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

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Facebook > Global View

Facebook has more visits than Google

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Facebook > Global View

More numbers ? • Facebook consumes 5.5% of the total time spent on the Internet in the USA (2.5% one year ago).

5,5 %

• Facebook is the brand most sought after on search tools, with 2.8% of all queries

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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…)

• For 11% of Americans, Facebook is the first place they go to online on a typical day.

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Facebook > Global View

Socialising and Gaming‌

NightClub City 27/10/2010

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Facebook > Global View

In Europe > 159 million

Facebook Users in Europe (+76% in 1 year)

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Facebook > Global View

In Europe 23.3% penetration

10,3 millions dâ€&#x;inscrits sur Hyves, 1er mĂŠdia social hollandais

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Facebook > Global View

Belgium > 3 800 000 Belgian members 38 % of population

(2/3 of internet users)

62.3 % daily use

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85 % weekly use

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Facebook > Global View

Belgium Nb of visits per month per user.

Average time spent per month

Gender

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Age

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Facebook > Global View

Belgium 791 000 Mobile users 22% of Facebook members in Belgium (vs 30% worldwide average)

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Facebook > Global View

The Facebook „universes‟

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Facebook > Global View

The Facebook „universesâ€&#x; 3.5 million new Events each month

20 million New Fans every day

3 million Pages 45 million active Groups

+6.5 millions Community Pages

500 million Profiles 27/10/2010

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If you want to know more‌

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Twitter > Global View

Global view Latest trends 27/10/2010

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Twitter > Global View

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 ! 27/10/2010

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Twitter > Global View

Concept

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). 27/10/2010

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Twitter > Global View

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. The Page is asymmetric 27/10/2010

Page

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Twitter > Global View

• 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… 27/10/2010

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Twitter > Global View

Twitter

Awareness / Usage

• An awareness as high as Facebook. • Far less usage.

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Twitter > Global View

Key facts • 145 million members

(Oct 2010)

90 000 000 tweets per day + 300 000 new users per day. 27/10/2010

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Twitter > Global View

Twitter in Belgium

2 to 300 000 Belgian Members

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Twitter > Global View

Usage stats

4.2 tweets per day on average per user 27/10/2010

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Twitter > Global View

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

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…

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

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Twitter > Global View

How can we integrate Twitter ?

• Facebook is at the heart of our approach. • The content we generate for Facebook will be relayed on Twitter. 27/10/2010

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Twitter > Global View

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.

Using the Hashtag (#) all tweets on a specific subject can be regrouped. 27/10/2010

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Twitter > Global View

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.

PR Account

Followers : bloggers and journalists

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YouTube > Global View

Global view Latest trends 27/10/2010

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YouTube > Global View

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. 27/10/2010

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YouTube > Global View

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

The most watched videos

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YouTube > Global View

Video is affordable • Recording and editing a video has become more affordable. • The average length of a video on YouTube is 3.9 minutes.

Brands like Blendtec have used the format with great success.

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YouTube > Global View

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

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YouTube > Global View

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 > Global View

• LinkedIn is a social network with more than 70 million members. • A new member joins LinkedIn every second.

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LinkedIn > Global View

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

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LinkedIn > Global View

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’. Connections of your Connections

You Your Connections

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LinkedIn > Global View

Network Activity • You can publish updates.

• You have a Newsfeed containing updates from your Connections. 27/10/2010

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LinkedIn > Global View

LinkedIn in the world

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LinkedIn > Global View

LinkedIn in Belgium 13th

country, 637 739 users 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. 27/10/2010

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

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Branding

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Twitter > Branding

Twitter • „Branding‟ a twitter account is relatively easy. The „New Twitter‟ will limit this by adding more elements on the righthand side.

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YouTube > Branding

You Tube • „Branding‟ the account is easy.

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Facebook > 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 > Page

Intro 27/10/2010

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Facebook > Page > Intro

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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Facebook > Page > Intro

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

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.

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But…

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Facebook > Page > Intro

Posts of Pages appear in the Fansâ€&#x; News Feeds

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Facebook > Page > Intro

2 different News Feeds

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Facebook > Page > Intro

There are 2 News Feeds – Top News

By default.

– Most Recent

Have to click on it.

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Facebook > Page > Intro

…Top News or Most Recent ? By default 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 27/10/2010

All the posts of your Friends, Groups, Pages. (most recent) Sorted by date.

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Facebook > Page > Intro

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

• To maximize your presence in Top News: – Generate Likes; – Provoke Comments; – Invite people to Share; – Make people return to your Page. 27/10/2010

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Facebook > Page > Intro

Asset N°2 • Pages can communicate in Rich Media through posts including Photos, Videos, Audio, Links,… • Or through Apps

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Facebook > Page > Intro

Asset N°3 • Admin of Pages has access to very detailed stats – Activity on the Page. – Fan Base.

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Facebook > Page > Intro

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).

100% of internet users can see your Page

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Facebook > Page > Intro

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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Facebook > Page > Intro

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

1.000 fans : 23%

10.000 fans : 4%

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Facebook > Page > Intro

All brands are not equal • Think about « Social Badging » • Liking a brand says something about you…

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Facebook > Page > Building a Page

Building a Page 27/10/2010

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Photo

Tabs

About Connections

Wall

Typical Page 27/10/2010

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Facebook > Page > Intro

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

The Picture

About

• 600 pixels height.

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Facebook > Page > Construction

Personalised Tabs

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Facebook > Page > Construction

A Tab for your Shop

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Facebook > Page > Building a Page

A Tab for Support

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Facebook > Page > Building a Page

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. 27/10/2010

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Facebook > Page > Building a Page

Landing Tab • The admin of a Page can decide which tab the non-fans will land on. Connections land on the Wall

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Non-connections land on the landing tab

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Facebook > Page > Building a Page

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. 27/10/2010

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Facebook > Page > Building a Page

Examples

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Facebook > Page > Building a Page

Landing Tab • Once the fan as “liked” your Page, the Landing Tab can display another message.

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Facebook > Page > Building a Page

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

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 > Communication

Communication 27/10/2010

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Facebook > Page > Communication

2 ways

1

• The Post – Appears on the Wall – And in the News Feeds of the Connections

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• The Update – Messages sent to a specific message box 122


Facebook > Page > Communication

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

420 chars. maximum 8 000 chars.

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Facebook > Page > Communication

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

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Facebook > Page > Communication

About

Français

About

Néerlandais

Néerlandais Français

Français Néerlandais

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Example

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Facebook > Page > Communication

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%

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Facebook > Page > Communication

Recommendation

XXX FR

XXX NL

XXX_FR

XXX_NL


Facebook > Page > Communication

Geo-targeted posts • Target Facebook members in a specific area, for example.

IP Address

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Facebook > Page > Communication

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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Messages are automatically shortened, with a short url that directs users to the full message. 131


Facebook > Page > Communication

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

The n° of times the Post has been displayed (in the news feed, on the Page, via a widget,…)

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The % of feedback is the result of

(Comments+Likes)/Impressions

Other actions are not taken into account. 132


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.


Comments per day


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Facebook > Page > Communication

Scheduling posts Use external tools to: • Schedule posts; • Create more attractive, richer posts.

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Facebook > Page > Communication

• Additional statistics on what reactions are generated and where. 27/10/2010

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Facebook > Page > Communication

Set up a poll

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Facebook > Page > Communication

Generate coupons

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Facebook > Page > Communication

Publish on Facebook & Twitter

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Facebook > Page > Communication

2 ways

1

• The Post – Appears on the Wall – And in the News Feeds of Connections

2 27/10/2010

• The Update – Messages sent to a specific message box

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Facebook > Page > Communication

The Updates Box • Updates: a „sub‟-Inbox

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Facebook > Page > Communication

Updates can be targeted

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Facebook > Recent Changes

Changes on Facebook 27/10/2010

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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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Facebook > Recent Changes

Like

Web

Facebook

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Facebook > Recent Changes

„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‟. 27/10/2010

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Facebook > Recent Changes

When someone „Likesâ€&#x; on your site, a text appears on their Wall, which is visible in the News Feed of all their friends

His Wall Her News Feed

(Most Recent tab, not Top News).

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Facebook > Recent Changes

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‟. 27/10/2010

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Facebook > Recent Changes

3 billion „Likes‟ per day! Facebook

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Facebook > Recent Changes

Web Your website

Facebook

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Facebook > Recent Changes

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

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Facebook > Recent Changes

The Community Pages 27/10/2010

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Facebook > Recent Changes

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. 27/10/2010

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Facebook > Recent Changes

The Community Pages • Facebook has automatically „joined‟ people that are fan of a topic or have a common interest to Community Pages. • 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. 27/10/2010

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Facebook > Recent Changes

Example

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Facebook > Recent Changes

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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Facebook > Recent Changes

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, Facebookâ€&#x;s privacy policy is longer than the U.S. Constitution. The NYTimes

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Facebook > Recent Changes

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

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Facebook > Recent Changes

Money

Is blue the colour of money ?

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Facebook > Recent Changes

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

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Keeps 30% of all transactions.

166


Facebook > Recent Changes

Money, Money, Money • Facebook users can earn credits (from gaming or brands). • And spend them, increasingly on real items...

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167


Facebook > Recent Changes

And now Geolocation ! 27/10/2010

168


Facebook > Recent Changes

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

169


• 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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Communication > Principles

How to

Introduction: The principles 27/10/2010

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Communication > Principles

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; 27/10/2010

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Communication > Principles

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

Challenge # 1 : To be seen • Not every post will be seen. • You have to have daily conversations.

+- 55 % daily use 27/10/2010

+- 85 % weekly use 175


Communication > Principles

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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Communication > Principles

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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Communication > Principles

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

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Communication > Principles

A Radical Shift

From Compression • One or more product benefits squeezed into a poster, newspaper page, TV or Radio 30 sec spot.

To

To Fragmentation

• Richness of detail, different angles, illustrated by various formats. 27/10/2010

179


Communication > Principles

Your new motto

• No more „hammering‟

There is no „zapping‟ on Social Networks, only exclusion. 27/10/2010

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Communication > Principles

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

Give to Get

3 key words

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Communication > Principles

Motivations

• • • • 27/10/2010

Discounts and promotions. Show support. Stay informed. Fun & Content. 183


Communication > Principles

The shift • You must behave more like a the Editor-in-chief of a newspaper than a Marketeer.

It’s more a marathon… …then a sprint. 27/10/2010

184


Communication > Principles

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

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Communication > Principles

What are you going to promise ? • What promise are you making

to Facebook members that will make them „Like‟ you ? • Can you deliver ?

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Communication > Principles

Like‌

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

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Communication > Principles

Wider !

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• A broader subject. • A larger audience. • A more social personality. 27/10/2010

189


Communication > Principles

Wider ! • Think about a larger (and sustainable) promise. • Think „Give to Get‟. What your audience wants to get and what you can give.

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Communication > Principles

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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Social Badging

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Your universe

Your environment, your passion, your fight‌

Your brand 27/10/2010

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Communication > Principles

3 buckets • Value •

Give to get content

• Fan Engagement •

Polls, questions, gifts, apps To get feedback, „Likes‟ and Comments

• Brand Promotion •

27/10/2010

News, Promotions, Privileges... Ideally: reserved for the fans, or a priority group

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Communication > Principles

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

Engage! • • • • • •

27/10/2010

Advance Information Games and Competition Exclusivities Events Involvment in Development …

196


Communication > Do it

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. • • • •

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Communication > Do it

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

Monday

Wednesday

Tuesday

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Communication > Do it

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. 27/10/2010

200


Communication > Principles

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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Communication > Principles

• 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 > Tips

Video and iPhone

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203


Communication > Tips

A different lifespan • Photos and Videos stay accessible longer than texts through the Tabs Photo - Video Texts are quickly invisible

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204


Communication > Tips

The iPhone • Publish texts and pictures on the Page via an iPhone. • Access the Pages you administrate via the Friends tab.

To the Page

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205


Facebook > Keep your Audience

Email Keep your Audience

27/10/2010

206


Facebook > Keep your Audience

Singles will understand • You « tease » in the Club • Important things are not done there…

Newsletter Tab Contests (through tabs) … CRM E-mail Database 27/10/2010

207


Newsletters Contests • Through dedicated tabs


Facebook > Building the Audience

27/10/2010

Building the Audience 209


Facebook > Building the Audience

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. • Letâ€&#x;s see how to generate visibility and get support and loyalty.

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210


Facebook > Building the Audience

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

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

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

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213


Facebook > Building the Audience

Natural Virality: Search • The Page can be searched.. And found. • Brand appeal is critical.

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214


Boosting natural virality


Facebook > Building the Audience

Volkswagen Belgique

Landing Tab

Volkswagen Belgium VW Belgique

VW Belgium

Landing Tab


Redirect

Betv Landing Tab

Be tv 27/10/2010

217


Facebook > Building the Audience

Ask! • Ask your fans to help via a post.

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218


Facebook > Building the Audience

Encourage sharing • Create a link and encourage your fans to share it on their Wall.

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219


Facebook > Building the Audience

Suggest to Friends • Not well-known. • Under-used. • You have to manually click on each friend to select them.

27/10/2010

Suggestions are grouped in requests which is not a very visible place

220


Facebook > Building the Audience

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

Seeding

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222


Facebook > Building the Audience

Answer • Thank people who publish on the Page. – Via a comment. – By a direct message, asking them to suggest the page to their friends.

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223


Facebook > Building the Audience

Trick: Thank new Fans • Send them a direct message

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(10 to 15 per day max.)

224


Facebook > Building the Audience

Display your Social Presence • Banners

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225


Facebook > Building the Audience

Display your Social Presence • On your Site or Blog with social widgets.

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Facebook > Building the Audience

Email signature

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227


Facebook > Building the Audience

Use pictos

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228


Links in your newsletters 27/10/2010

229


Facebook > Building the Audience

Emailing to your base

• Specific Email to introduce the presence.

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Facebook > Building the Audience

Display your presence • Badges for salespeople • On pack

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231


Facebook > Building the Audience

In your communication

Badge to put on your brochures, Powerpoints, Advertising,‌

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232


Facebook > Building the Audience

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

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

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234


Facebook > Building the Audience

Buy Facebook Advertising

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235


Facebook > Building the Audience

2 types of formats Messages

Homepage Photos

My Profile Events Friends Profile

Group s


Facebook > Building the Audience

Premium : A lot of interactivity Event

Video

Like Homepage

My Profile Friends Profile

Sampling Poll


Facebook > Building the Audience

Premium : « Reach Block » Homepage

My Profile

Friends Profile

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


Facebook > Building the Audience

Standard Low budget possible Free Service

Messages

Photos

CPC or CPM Great Targeting Reporting

Events

Groups


Facebook > Building the Audience

Standard Ad • Title : 25 car. • Body : 135 car • Illu : 110 x 80 pixels

Appears in News Feed + « Social Endorsement »

The Ad can send the user to : • an external website • to Facebook (Page, Event, Group,…)


Facebook > Building the Audience

Facebook Advertising • A simple tool to design your Ad.

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Facebook > Building the Audience

Facebook Ads Easy budgeting •Pay per Click •Pay per 1 000 impressions •Daily Budget

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242


Facebook > Building the Audience

Facebook Ads • Vast possibilities to target ad.

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243


Facebook > Building the Audience

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,…) –…

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244


Facebook > Building the Audience

Optimize Creation Target 1

Target 2

Target 3

Target 4 27/10/2010

245


Facebook > Building the Audience

Optimize Creation Target 1

Best

Best

Target 2

Best

Target 3

Target 4 27/10/2010

Best 246


Facebook > Building the Audience

Optimize Creation – Again ! Target 1

27/10/2010

Best

Target 2

Best

Target 3

Best

Target 4

Best 247


Facebook > Building the Audience

Case Story : VW • Objective: CPF (Cost per Fan) Optimization • 5 Creations / 5 Targets

18-24 25-34 35-44 45-54 55+ 27/10/2010

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+ 248


Facebook > Building the Audience

Case Story • All Targets Best Cost Per Fan = 100

212 27/10/2010

145

Average CPF = 132

100

110

113 249


Facebook > Building the Audience

Case Story • Per target Average Best CPF targeted = 79 18-24

77 27/10/2010

25-34

63

Average CPF = 132

35-44

82

45-54

70

55+

107 250


Facebook > Building the Audience

Results Worst CPF = 212

Average CPF = 132

Average Best CPF targeted = 79

• • • • •

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

Best performing Ad = 63 25-34

Not Targeted

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- 70%

251


Facebook > Building the Audience

Facebook Ads : The Seminar • 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

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Thank you ! • Yves Baudechon • 0497/58.37.17 • Yves.Baudechon@Social-Lab.eu

• Giles Bindels • 0475 /94.95.14 • Gilles. Bindels@Social-Lab.eu

• Follow us on Facebook •

www.facebook.com/SocialLabEurope

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