Is Social Media a Fad?

Transcription

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2 Is Social Media a Fad?

3 Banner ads turn 15 The first banner ad

4 Today

5 Internet growth cycles An emerging pattern ? Recession Recession Technology The digital foundation was created. Powerful web sites Advertising The advertising foundation was created. Powerful advertising networks CPM based economy deflated Marketing The marketing foundation will be created. Definition and role of advertising changes Creation of powerful marketing networks owned and operated by clients

6 Technology enables communication Cave Newspapers Paintings Cell Rosetta phones Stone & Internet

7 The evolution of digital Old formats on new technologies

8 Online and offline have integrated Authenticity and identity

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10 Yelp & Trip Advisor

11 Moving away from the anonymous web Bringing authentic real-world connections online

12 Identity and authenticity To marketers Sexygurl92 Carguy79 Kal_Bee 90210

13 Two results of the relevance web Evolving from the information web 1 2 A growing importance of identity and authenticity Real people want to connect with real things

14 The conversation is two-way

15 Facebook.com

16 The Facebook product Friend s Famil y Brands Coworkers

17 Brand Stories: Work Univers ity 1. See your product in the graph 2. Shape your brand, don t control it 3. Get started, iterate High School Family 4. Communication, not push marketing 5. Be authentic 6. Have an open, and honest dialogue 7. Put it all together

18 Facebook Marketing Solutions: Very Large, Very Engaged Audience

19 Active user growth worldwide 400 MM 350 MM 300 MM 250 MM 200 MM 150 MM 100 MM 50 MM 350 MM million Source: Facebook internal data, Worldwide, December 2009

20 Facebook users around the world 100 MM active users 59% return daily 370 minutes / month #4 most trafficked site 14 MM active users 57% return daily 252 minutes / month #4 most trafficked site 7 MM active users 41% return daily 205 minutes / month #3 most trafficked site 23 MM active users 57% return daily 440 minutes / month #3 most trafficked site 13 MM active users 59% return daily 402 minutes / month #3 most trafficked site 5 MM active users 48% return daily 232 minutes / month #22 most trafficked site 14 MM active users 60% return daily 393 minutes / month #3 most trafficked site 7 MM active users 58% return daily 475 minutes / month #3 most trafficked site 3 MM active users 67% return daily 162 minutes / month #4 most trafficked site Source: Facebook internal data, Worldwide, October 2009

21 350 million users 60% daily return rate 19 million UV s in Canada *Comscore 1.38MM <18 Female 3.36MM % 3.35MM Male 45% 4.0MM 35+ fastest growing demographic Source: Facebook internal data, July 2009

22 Facebook Marketing Solutions: Pages and Publishing

23 Pages Develop deep relationships with your audience When stories are published to the Public Profile wall... They also appear in fans home page Stream Public Profile User home page Fans can engage with your posts from their home page

24 Facebook Page 1. Fan connections 2. Brand voice 3. Viral distribution

25 measurement: pages analytics

26 Facebook Marketing Solutions: Engagement Ads and Targeting

27 Targeti Reach the exact audience you want with Facebook targeting Target broadly by demographic and geographic preferences Get granular with specific interest keywords ng demo & geo targeting category targeting keyword interests

28 using Facebook s social impressions Your typical impression Your Brand A Facebook impression your brand engagement socially generated impression connection

29 Facebook Marketing in the Social Graph Facebook Marketing Video

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31 Conversational calendar Brand activity timeline Engagement advertising Streaming dialogue Insight products Reach block #1 Fan Ads 8/4 8/5 8/6 8/7 8/8 8/9 8/10 8/11 8/12 8/13 8/14 8/15 Reach block #2 Event Ads Goal 150K RSVP d Yes/Maybe Regular media begins Update Status Update Status Goal 100K Fans Sustained Media Goal 200K Fans/10K RSVP d Yes 9/6 9/5 9/4 9/3 9/2 9/1 8/31 8/30 8/29 8/28 8/27 8/26 Event Ads begin 8/16 8/17 8/18 8/25 Update Status 8/24 8/19 8/20 8/21 8/22 8/23 Update Status

32 Examples and Cases

33 Honda Fit Engagement Ads

34 Honda Fit Results New Fans Per Day Advertising Over 750K gifts given Up to 1% engagement rate 55% of total = organic imps Media and Gift Brand lift among key segments Association w/ Honda up 10% No Media Sustaining Media Association w/ Fuel Efficiency

35 Celebs CanadaforHaiti (150k fans, USA around 29k) 13.8M vs 50M in donations Fanbox on Canadaforhaiti (25 on twitter and 25,000 FB) CTV, CBC, Quebecor (all had become a fan box) CanadaRemembers VitaminWater BudLightLimeCanada Starbucks Jenn s Hair Salon and Windows 7 WheretheWildThingsAre PepsiCanada Starbucks Augmented Reality

36 Keys to social

37 Things to stay away from 1 It s not social media... it s marketing 2 Avoid thinking in campaigns or flights be strategic 3 Using old metrics to define success

38 What to focus on 1 Leverage the social graph 2 Build your brand and shape it 3 Get started and iterate 4 Develop a conversational calendar

39 (c) 2009 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0

40 Just Extra Stuff.

41 News Procter & Gamble Bullish on Facebook Reporting on Procter & Gamble s Innovation Outreach Venturing Day, David Hornik wrote Friday that the company owning 32 brands with more than half a billion in annual revenue, 135,000 full-time employees and $80 billion in revenue last year has a keen interest in Facebook. P&G is bullish on Facebook, currently has more than a dozen social media platforms in trial and wants to establish a significant presence on the social network. The company s goal in 2010 is to ensure that each of their brands has a meaningful presence on Facebook, something they re willing to pay dearly for, as the company sees Facebook as a must-have for brand building. UK s Manchester United Bans Players From Facebook Football Club Manchester United banned its players from using Facebook and Twitter this week issuing a statement on its web site: The club wishes to make it clear that no Manchester United players maintain personal profiles on social networking website. Fans encountering any web pages purporting to be written by United players should treat them with extreme scepticism (sic). Any official news relating to Manchester United or its players

42 The marketing funnel Awareness Portals & broadcast Engagement, Consideration & Long-term relationship/crm Single transaction Search

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46 At what point in our lives were we taught that emotion, personality, passions, friendships, family required a clear separation between our professional and personal lives.

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48 Controlling/Crafting my Digital Footprint

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