"Advertising on the Web is less about just
hitting someone with a message...
It's about engagement." Mark Z
“Content marketing is a commitment,
not a campaign.” Jon Buscall
“The future of business is now tied to strategies
that work in a profoundly connected society.” Dion Hinchcliffe
“The real power of social media is that your customers
voluntarily share a wealth of data that can drive improvements
to your business strategy.” Zach Hofer-Shall
“It’s more difficult to unsubscribe from a relationship.” David Armano
“If the social media guy is the only one talking, the social media guy has failed.” Steve Woods
You can buy attention (advertising);; you can beg for attention from the media (PR). You can bug people
one at a time to get attention (sales). Or you can earn attention by creating something interesting and
valuable and then publishing it online for free.” David Meerman Scott
You can buy attention (advertising);;
you can beg for attention from the media (PR).
You can bug people one at a time to get attention (sales).
Or you can earn attention by creating
something interesting and valuable
and then publishing it online for free.”
David Meerman Scott
Agenda
About Me
The Basics
Some Facts About Facebook
Just for Young People?
Why Is Facebook So Important
People Trust Their Friends
Why Do People Interact?
Business Pages
Tips
Tips: Part2
Results Of A Good Page
The Best Brands On Facebook
Games!
Facebook adverts
Facebook Illusions
The Reasons Companies Fail At Social Media
About Me
and why the hell I think I'm qualified to talk on this subject!
36
Born in Bromley, Kent
Moved to Australia in 2003
Director of TwoCents Group - creative marketing & advertising agency
Branding
Graphic Design
Marketing Consultancy
Advertising Campaigns
Social Media
Core skills
Consumer behaviour, FMCG goods, retail, promotions
Social networking
Social media crosses a number of boundaries - creative, PR, digital - but the key factors with social media
are communication and relationships.
And…I use Facebook A LOT!
Some Facts About Facebook
• Founded by Mark Zuckerberg. Estimated personal wealth of $4 billion aged 26.
• 2nd most popular website in the world ()
• 500 million active users;; if Facebook were a country it would be the 3rd most populated in the world
• 50% log-in on any given day
• Average user has 130 friends
• 500 billion minutes per month are spent on Facebook
• Average user is connected to 60 pages or groups or events
• Average user creates 70 pieces of content per month
• 70 translations available
• One million external websites are integrated with Facebook
• 70% users are outside US
• million users in Australia;; 44% male, 56% female
• Facebook accounts for 29% of all time spent online by Australians,
• In October 2009, Australian users spent hours online - of which were spent on Facebook,
In the same month, Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ and 45
million ‘status updates’.
• Australia leads the world in time spent on social media sites.
"The web is at a really important turning point right now. Up until recently, the default on the
web has been that most things aren’t social and most things don’t use your real identity.
We’re building toward a web where the default is social.” Mark Zuckerbrg
Just for Young People?
• Top age demographics in Australia: % are 25-34; % are 18-24. 15% are over 45.
• Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%--
from 25% to 47%.
• During the same period, use among those ages 65 and older grew 100%--from 13% to 26%.
• By comparison, social networking use among users ages 18-29 grew by 13%—from 76% to 86%.
• One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from
10% one year ago.
• Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just
4% who did so in 2009.
• One in ten internet users ages 50 and older now say they use Twitter or another service to share updates
about themselves or see updates about others.
Why Is Facebook So Important?
76% of Australians are loyal to the brand of car they drive,
67% to their coffee shop
and 65% to their financial institution.
People Trust Their Friends
Why Do People Interact?
38% of Facebook users like at least one brand
Average fan likes nine brands
70% of fans don’t think that becoming a fan equates to opting in to marketing
•40 percent to receive discounts and promotions
•39 percent to show my support for the company to others
•36 percent to get a "freebie"
•34 percent to stay informed about the activities of the company
•33 percent to get updates on future products
•30 percent to get updates on upcoming sales
•29 percent for fun or entertainment
•25 percent to get access to exclusive content
•22 percent someone recommended it to me
•21 percent to learn more about the company
•13 percent for education about company topics
•13 percent to interact
65 percent of Facebook users only access the site when they’re not at work or school – typically meaning early
morning or evening.
Business Pages
Growing exponentially
Way for businesses, organisations and brands to reach consumer base without the detail
of a personal page
Different from personal page – communication in either direction isn’t balanced
• Pages can ‘share to all’ via a wall
• Insights available on follower profiles
• Page can’t see personal details
• Much more customisable
Pages are created by anyone or anything:
•Major brands
•Companies
•Celebrities
•Even just a catch phrase or a joke
Tips
• Have a plan! Set objectives!
• The Message
• Help people find you
• Constant & relevant communication
• Get everyone involved
• Listen! And reply!
• Accept a vocal minority, but an audible majority
• Be a resource
• Develop the page using applications
• Don't let people land on the wall; welcome them with a welcome page
• Unique & defining page image
• Custom Tabs
• The Power Of Events
Tips: Part 2
•Applications – massive growth area
•
•MiproApps
•Tabfusion
•NorthSocial
•Static520
•PageModo
The list goes on….
The Result Of A Good Page
Money (Syncapse)
On average, fans spend an extra $ they would not otherwise spend on products they describe themselves as fans of, compared to
those who are not fans.
Fans are 28% more likely than non-fans to continue using a specific brand.
Loyalty (Dessert Gallery, Houston)
• Made 36 percent more visits to DG’s stores each month.
• Spent 45 percent more of their eating-out dollars at DG.
• Spent 33 percent more at DG’s stores.
• Had 14 percent higher emotional attachment to the DG brand.
Data - contacts and info; insights and demographics
Brand Awareness
Feedback & Reputation management
Recommendations (Syncapse)
Fans are 41% more likely than non-fans to recommend a product they are a fan of to their friends. An average fan may participate with a
brand ten times a year and will make one recommendation. But an active fan may participate thirty times and make ten recommendations.
The Best Brands On Facebook
In 2009
Facebook
Starbucks
Coca-Cola
YouTube
Skittles
Disney
Oreo
Pringles
iTunes
Big Prize Giveaways
Live Messenger
Ferrero Rocher
Victoria’s Secrets
Addidas Originals
Red Bull
Games!
Why will applications and games become significant?
1) You can directly link your application consumption
to your friends.
2) They're continuous.
3) You can use REAL money in them.
Check out:
Farmville - there are more active Farmville accounts
than there are Twitter users!
EA Sports Fifa - the EA Sports Fifa franchise has
SOLD 90 million units in its lifetime;;
now it's available for free on Facebook.
Cascadian Farm is now the brand behind the game’s
new organic blueberries crop,
which became available in the FarmVille Market on Monday
and has already been purchased
by more than 1 million players for 20 credits each.
In total, 310 million Cascadian Farm organic blueberries have been
planted by FarmVilleplayers.
100 credits = approximately AUD$
Facebook Adverts
• Choose your landing page wisely. The rules of Pay-Per-Click apply to Facebook marketing! Make sure
the offer matches the landing page.
• Include calls to action.
• Don’t use wacky fonts or low contrast font/backgrounds.
• Keep your offers up to date.
• Less is more when it comes to text/copy and graphics.
• Don’t be vague. Cute/clever doesn’t always come across right to customers who are are not inside your
head.
• Contests may appeal more to social media users who aren’t in buying mode.
• Geotarget your campaigns well. If you don’t ship to Canada – don’t advertise there. If you do, make it
clear for your international visitors. If you offer free shipping in the ad, show different ads to locations
that don’t qualify.
• Segment your campaigns by gender if necessary.
• If you split test ads, make sure they are similar enough – same offers, with different text/design.
• Interesting images!
The Facebook Illusions
• It's free.
• Build it and they will come.
• My customers want to engage with my business
• I don't have a message
• It's just for kids
• It's the answer to my business woes!
• It can stand on its own as a communication tool
• It’s fool-proof
The Reasons Companies Fail
• Not taken seriously.
• No objectives.
• Boring.
• Speed
• Not interactive.
• No message.
• No money or time invested.
• No connection to other marketing avenues.
• Companies don't understand the medium.
• Failed first time, refuse to re-engage.
• Too much communication;; communication off-target.
