Presentation Transcript

1. Facebook Opportunities Phillip Rather | Account Executive Charlton Gholson | Account Manager
2. 1 2 4 3 5 Welcome Product Overview Agenda Product Roadmap Q&A Strategies and Best Practices
3. Welcome
4. Account Team Account Executive – Phillip Rather Works with you to identify new opportunities, respond to RFPs, and understand our Premium Ad products. Account Manager – Charlton Gholson Serves as your main day-to-day contact to provide support, share best practices, and and provide training and education on new products and capabilities.
5. How could you build around people? Dachis Clients Here!
6. Product Overview
7. 1 2 4 3 5 The Social Graph Facebook Pages and Places Products Premium Ads Marketplace Ads and Sponsored Stories Platform Applications
8. Visualizing the Social Graph
9. Easily add Facebook to a site with Social Plugins and Open Graph protocol Like (Recommend) buttons Activity & recommendation plugins Register and Log-in Commenting
10. Facebook Connect/ Graph API
11. Increase Traffic with Like button When a user clicks Like, it (1) publishes a story to their friends, (2) adds to their profile, and (3) is discoverable through search (4) Publish back
12. Two Ways to Like Open Graph Article Likes: Establishes the connection between a person on facebook and a piece of content Publishes that connection to that person’s profile for their Friends to see Other Open Graph Object Likes: ALL OF THE ABOVE plus: The Like of that page will appear in the “Likes and Interests” section of the user’s profile Ongoing updates can be published to the user Your page will show up in Search Ads can be targeted to the user’s Likes
13. Drive engagement with Recent Activity and Recommendation plugins Once you have included Like buttons on a lot of your pages, you can use other social plugins to turn those user interactions into more engaging experiences throughout your site. Users who click on the Activity Feed plugin generate 4x page views as the average media site viewer Best practices:--“Above-the-fold” --Multiple pages
14. Facebook Comments
15. Optimize with Insights Domain insights Demographics What portion of Facebook users are logged in? What type of users like this article? What are people liking and sharing the most/least? Where are the users liking? Like sources
16. Facebook Page Communicate. Express. Engage. ExpressPage owners can feature photos of recent, relevant experiences at the top of the Page CommunicatePublish timely messages and announcements to your fans EngageEngage with your Page’s News Feed from the Page’s point-of-view
17. Facebook Page Product details Profile PictureJPG, GIF or PNG 180x540 px Category Describe your business Thumbnail PicturesRelevant, recent images Status 420 characters Real-time conversations Brand information Wall Real-time updatesFan & Brand content Multi-media content Prioritized Wall PostsPosts are sorted by levels of engagement
18. Facebook Page Measurement Demographic, geographic insights Referring traffic data Page-specific tracking
19. Facebook Page Measurement Fan engagement with Page Fan interaction with posted content
20. Places allow for check-ins Places Page (shows friends activity) Friends’ News Feed
21. DealsA new way to connect with customers Reward customers when they check in on Facebook Generate in-store traffic Generate buzz among friends online Build loyalty
22. Individual Deals Loyalty Deals Reward your most loyal customers and offer a deal after a certain number of check-ins Launch a new product, offer a promotion, or reward customers. This is a great way to drive in-store traffic Charity Deals Friend Deals Give back to the community and incentivize customers to check in by offering charity donations Encourage customers to bring their friends and family to your stores
23. 2 Million Platform Developers
24. Applications Unique, Innovative engagement opportunities
25. Three audiences for consideration Unconnected Friends of Fans Fans
26. Target Facebook population not connected to brand 3 key targeting strategies for brands Target brand’s fan base Target brand’s friends of fans 527M friends 19M fans
27. Marketplace Ads Like Event Standard
28. Sponsored StoriesA new product to drive word of mouth at scale Value for users: Recommendations from trusted friends are the best kind. Value for businesses: Word of mouth marketing at scale.
29. Sponsored Stories Davidlikes this brand Davidlikes this brand Your Brand STEP 2: A story is generated on David’s friends’ News Feeds, which they may or may not see Like Sponsored Stories STEP 1: David likes a brand, uses an application, or checks in to a location STEP 3: If this brand included Sponsored Stories in their Facebook Ads campaign, David’s friends see this story in the right column
30. Page Likes Sponsored Stories are generated when a person likes your Page Stories appear in the News Feed and right-hand column with ads
31. Page Posts Sponsored Stories support the content that your Facebook Page publishes to the people who like your Page
32. BENEFITS Brand measurement Demographic Targeting Number ofAd Types High share of voice Guaranteed delivery Primary Use 7 PREMIUM Brand MARKETPLACE Action 4 Premium Ads offer unique benefits use circles as the key? show photos or events pages
33. TIME SPENT ON HOMEPAGES Facebook has the highest time per homepage impression 50 46.0 45 43.1 40 Seconds 35 30 30.9 27.5 27.2 25 23.0 22.9 20 AOL MSN Google Yahoo YouTube NY Times Facebook Premium Ads drive brand impact High share of voice on the most highly trafficked pages Source: Nielsen Premium ads
34. Premium Ads Sampling Video Comment Like Event Poll
35. Premium Video Comment Ad I love Virgin America! 1. Click thumbnail to play video 2. Background dims and video plays in center of screen. Fan Page or “like” video during play. 3. At the end, click to brand Page or share video with friends 4. Comment on video for friends to see
36. Premium Poll Ad 3. See your friends’ results 1. Respond to poll 2. See results
37. Premium Sampling Ad 1. Click to get a free sample 2. Enter your shipping info and get a free sample
38. Strategies &Best Practices
39. Premium Product Positioning Drive 2 key business objectives for brand marketers: Launching new products & Driving constant awareness of brand/product with an always-on strategy Launch strategy Always-on strategy Target Block Campaign Sustained Highly targeted by demographics or geographies Target Reach Block Low targeting, broad reach Concentrated & prioritized delivery across 1-3 Days Extended, constant delivery across 6 weeks, 1 month Duration
40. Launch Strategy
41. Always-on Strategy
42. Launch Strategy *Client examples are all for use-case purposes. No real data used here.
43. TIME SPENT ON HOMEPAGES Facebook has the highest time per homepage impression 50 46.0 45 43.1 40 Seconds 35 30 30.9 27.5 27.2 25 23.0 22.9 20 AOL MSN Google Yahoo YouTube NY Times Facebook Premium Ads drive brand impact High share of voice on the most highly trafficked pages Source: Nielsen Premium ads
44. 2 3 4 1 Marketplace Ads drive action Auction-based pricing Drive actions Off-site clicks Transactions Game installs E-commerce sales Kick-start fan base
45. 30M players 80M players Design More Socially FarmVille XBox Sources: Mashable, Gamespot
46. Product Roadmap
47. Upcoming Additions Facebook Studio Opportunity for agencies to showcase work, get ‘Liked’ by peers in creative and marketing community Singular resource for education, news, training CLIO for Facebook Integrated Media Multi-client Management Dashboard Manage multiple clients from a single login
48. Resources
49. Resources Platform/Social Plugins: https://developers.facebook.com/showcase/ Case Studies: https://www.intern.facebook.com/FacebookAds?v=app_7146470109&ref=ts …and of course, your Facebook Account Team!
50. Thank you!