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
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
25 20 15 10 5 0
Sun
15 10 5 0
0 à 1 1 à 2 2 à 3 3 à 4 4 à 5 5 à 6 6 à 7 7 à 8 8 à 9 9 à 10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Mon
Tue 105
0à1 1à2 2à3 3à4 4à5 5à6 6à7 7à8 8à9 9à 10
10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 11 12 13 14 15 16 17 18 19 20 21 22 23 24
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10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 11 12 13 14 15 16 17 18 19 20 21 22 23 24
0 15 10 5 0
Wed
Thur105 0
Fri
10 5 0 20
Sat
0 à 1 1 à 2 2 à 3 3 à 4 4 à 5 5 à 6 6 à 7 7 à 8 8 à 9 9 à 10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
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Sun
15 10 5 0
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Mon
Tues5
10
0à1 1à2 2à3 3à4 4à5 5à6 6à7 7à8 8à9 9à 10
10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 11 12 13 14 15 16 17 18 19 20 21 22 23 24
0
Wed1510
0à1 1à2 2à3 3à4 4à5 5à6 6à7 7à8 8à9 9à 10
10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 11 12 13 14 15 16 17 18 19 20 21 22 23 24
0à1 1à2 2à3 3à4 4à5 5à6 6à7 7à8 8à9 9à 10
10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 11 12 13 14 15 16 17 18 19 20 21 22 23 24
0à1 1à2 2à3 3à4 4à5 5à6 6à7 7à8 8à9 9à 10
10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 11 12 13 14 15 16 17 18 19 20 21 22 23 24
5 0
Thur5
10 0
Fri
10 5 0 20
Sat
0 à 1 1 à 2 2 à 3 3 à 4 4 à 5 5 à 6 6 à 7 7 à 8 8 à 9 9 à 10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
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0 à 1 1 à 2 2 à 3 3 à 4 4 à 5 5 à 6 6 à 7 7 à 8 8 à 9 9 à 10 à 11 à 12 à 13 à 14 à 15 à 16 à 17 à 18 à 19 à 20 à 21 à 22 à 23 à
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
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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
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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.
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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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Facebook > Recent Changes
And now Geolocation ! 27/10/2010
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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
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• With a simple click on your iPhone you can geolocate yourself. • And tag friends. 27/10/2010
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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
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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
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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
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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 •
•
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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! • • • • • •
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Advance Information Games and Competition Exclusivities Events Involvment in Development …
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Communication > Do it
Typical week 27/10/2010
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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
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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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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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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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Facebook > Keep your Audience
Email Keep your Audience
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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
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Newsletters Contests • Through dedicated tabs
Facebook > Building the Audience
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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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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
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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
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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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Facebook > Building the Audience
Natural Virality: Search • The Page can be searched.. And found. • Brand appeal is critical.
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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
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Facebook > Building the Audience
Ask! • Ask your fans to help via a post.
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Facebook > Building the Audience
Encourage sharing • Create a link and encourage your fans to share it on their Wall.
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Facebook > Building the Audience
Suggest to Friends • Not well-known. • Under-used. • You have to manually click on each friend to select them.
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Suggestions are grouped in requests which is not a very visible place
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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
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Facebook > Building the Audience
Seeding
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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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Facebook > Building the Audience
Trick: Thank new Fans • Send them a direct message
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(10 to 15 per day max.)
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Facebook > Building the Audience
Display your Social Presence • Banners
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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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Facebook > Building the Audience
Use pictos
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Links in your newsletters 27/10/2010
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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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Facebook > Building the Audience
In your communication
Badge to put on your brochures, Powerpoints, Advertising,‌
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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
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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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Facebook > Building the Audience
Buy Facebook Advertising
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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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Facebook > Building the Audience
Facebook Ads • Vast possibilities to target ad.
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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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Facebook > Building the Audience
Optimize Creation Target 1
Target 2
Target 3
Target 4 27/10/2010
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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
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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%
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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 :
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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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