כיצד עובדת אסטרטגיית השיווק בפייסבוק, מהן המטרות, היעדים וכיצד זה עובד?

2. Agenda
I r
ntoducton
i 1
Soci M edi & Facebook
al a 2
Facebook Ad Stat
r egy 3
C ase St es/
udi Pages 4
Sum m ary 5

5. Evolconsum er fnd i oryaton
H ow
uton ofdi nf m i
i scover
s i
Directory Digital Search UGC + UGC + Social
Phoneboo Directory Search Directory Context
,ks Yah engine Y Facebo
local ads, oo marketing el ok
newspaper eBa p
s y

6. O pi on offi
ni rends i m osti l
s nfuental
i
W hen consi i pur
derng chasi a pr
ng oductorser ce,w hi oft
vi ch he
?f l i t o ar yourm osttust and val
olow ng w e r ed uabl sour
e ces ofi or aton
nf m i
Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169

7. Power of the Social Graph is changing discovery

8. Peopl ar onl one di ensi oft soci gr
e e y m on he al aph

9. The social graph is the network of real
connections through which people
communicate and share information

10. ? What is Facebook

11. G i peopl t pow ert
ve e he o
s h a r e and m ake t w ord
he l
m or o p e n and c o n n e c t e d
e

12. … Shitng fom w hata f t nk w e shoul w ant
fi r ew hi d

13. t aski ourfi
o ng rends and f iy… i r tm e… .
am l n eal i

14. Fr “ ho ar you?”t “ hats
om W e o W ’
?” happeni
ng
2004/200 200 200 200 200
5 6 7 8 9

15. What users and brands do on Facebook
Users and brands interact seamlessly on the Facebook Platform
Pho Eve Vi Comm Mess Gro Pa Applica
to’s nts de ents ages ups ge tions
o s

16. The Facebook Story

17. Facebook Today
H uge G r t and
ow h
Engagem ent
)propery on t I ernet(tm e on sie
t he nt i t #1
O ver 200 bilon m ont y page vi s
li hl ew
O ver250 pl f m apps w ih over1m actve
ator t i
users
O ver2.
5 bilon
li phot upl
os oaded perm onth
O ver65 m ilon actve users usi Facebook M obie
li i ng l
O ver 1.
4 m ilon phot served persecond
li os
O ver 1.
6 bilon chatm essages a
li
day
TR U STe ranked Facebook as t t m osttust com pani
op en r ed es
O ver 6 bi i m i es spentonlne ever day
l on nut
l i y
O ver3. bi i pi
5 l on eces ofcont upl
l ent oaded ever w eek
y

18. C ust i i atm assi scal – Tr
om zaton ve e ansl i Ser ces
aton vi
Pr ie exam pl
oflBei el e
i spi
l
Facebook aufD eut
sch
Facebook i Englsh
n i

19. G r t i I aelcontnues
ow h n sr i
12
10
8
6
Ov e r 2 .6 m
4
2
0
Sour Facebook i er dat Feb 2010
ce: nt nal a,
.N ot Actve user ar r st ed user w ho have l
e: i s e egi er s ogged on t Facebook atl
o eastonce i t l 30 days
n he ast

20. Facebook Today -I ael
sr
H uge G r h and
owt
Engagem ent
O ver2. m ont y actve U ser i I ael
6m hl i s n sr
O ver3 bilon m ont y page vi s
li hl ew
O ver50% penetaton oft onlne popul i
r i he i aton
O ver55% ofuser r ur t t sie daiy
s et n o he t l
Aver rends on Facebook i I ael143
age num beroffi n sr
O ver450k user access Facebook on m obie i I ael
s l n sr
O ver80% ofuser com e back t Facebook ever
s o y
w eek

21. I ael-O nlne Landscape:N ov 09
sr i
25
) Note: S ize of Bubble R epresents Total Time S pent per Month (MM
Average Usage D ays per Visitor
20
15
10
5
R each
0
0 10 20 30 40 50 60 70 80 90 100
Sour C om scor N ov 09
ce: e:

22. D em ographi br
c eakdow n -I ael
sr
Source: Facebook Internal Data, Jan 2010

23. Strong user engagement globally
Facebook is part of the daily routine for
users
*Minutes 27 *Visits 2.2 Daily 57%
Average minutes Average visits Active users
per usage day per usage day log in daily
Source: Facebook, Dec 2009, *ComScore Nov 2009

24. O urAd Stat
r egy
Fr Tar ed R each t D rvi
om get o i ng
C onnectons
i

25. Brands can focus in 3 key areas

26. Soci changes ever hi
al yt ng
R ealPeopl Sharng and C onnectng
e i i

27. Soci changes ever hi
al yt ng
… From To…
Tr tonalO nlne
adii i Engagem ent

28. C om m uni i i m edi i shitng
caton n a s fi
Facebook Ads Standard Ad Approach
Align with user activities Interrupt user activity
mins average session per visit 25 Shorter window of opportunity
Become part of the conversation Communicate a message
Ads as shareable, social currency Passive intake of Ads
PULL PUSH

30. Tar ed R each
get
D rvi t U seraw ay fom
i ng he r
Facebook

31. The O pporuniy:H om epage and ASU
t t
Homepage Ads: Standard and Engagement ASU Ads
: Homepage Ads – 1 per page : ASU Ads – 3 per page
Daily Users: 1.5m • Monthly Users: 2.6m •
Daily Page Views: 15m • Monthly Page Views: 3.5bn •
Monthly Page Impressions: 450m • Monthly Ad Impressions: 10.5bn •

32. St
andar H om epage Ad
d

33. Vi
deo H om epage Ad

34. D rvi Engagem ent
i ng
Facebook adveri ng i about
tsi s
En g a g e m e n t and Co n n e c t i o n s

35. Engagem entAds
Encourage user t i er & shar youradveri ng
s o nt act e tsi
F
a
n P Ev
o ent
ll
G
if
C om m t
ent

36. Soci changes ever hi
al yt ng
Brand C om m uni i C hanges:Engagem ent
caton

37. Engagem entAd f m at
or s
Encourage user t i er & shar youradveri ng
s o nt act e tsi
Fan Ad G itng Ad
fi
C om m entAd
EventAd Poli Ad
lng

38. Soci br
al andi
ng: di rbuton
sti i
Engagem entAd your
brand
i pr
m essi on
engagem
ent
organi
c
i pr
m essi
on
connecti
on

39. Reach Block: Multiply the effect
Reach 100% of all targeted users in one day ▪
An efi entw ay t ser ▪
fci o ve
i pr
m essi ons t as m any user
o s
(n yourt get as possi e
i ar ) bl
Logged-n user w ilsee your
i s l ▪
ad up t fve tm es (r
o i i fequency
)cap
I ael 1. ilon daiy user ▪
sr : 2m li l s,
4. m ilon i pr
6 li m essi ons
guar eed
ant
Re a c h b l o c k
on

40. C r i a D i ogue
eatng al
t ough Fa c e b o o k
hr
Pa g e s

41. Facebook Pages
A uni
que di ogue bet een br
al w and & audi
ence
BR AN D
Building connections is creating your
own marketing channel
YourFacebook Page alows you t devel deep
l o op ▪
r atonshi w ih consum er
el i p t s
O nce you m ake a connecton,you can m essage t
i hem ▪
w heneveryou want
Fost a t way di ogue
er wo- al ▪
An efi entway t r
fci o each and shar i or aton wih
e nf m i t ▪
youraudience

42. U se W al t di rbut t f
l o sti e o ans N ew sf
eeds
Brands & f
ans can di rbut t ,phot & vi
sti e ext o deo
The W al i t prm ar
l s he i y
com m uni i t bet
caton ool ween
brand & user U se adveri ng
. tsi
t actvel drve yourf
o i y i anbase
t
hen Postcont f t
ent or hem to
i er wih
nt act t

43. Tar ed W al Postng has l
get l i aunched
Tar yourW al Postby county & l
get l r anguage
The W al i t prm ar
l s he i y
com m uni i t bet
caton ool ween
brand & user U se adveri ng
. tsi
t actvel drve yourf
o i y i anbase
t
hen Postcont f t
ent or hem to
i er wih
nt act t

44. C ust Tabs delverR i m edi experence
om i ch a i
H TM L,Fl
ash & Applcatons can be em bedded i o Tabs
i i nt
R i M edi Tabs can be used t
ch a o
delvera wi varet ofcont ,
i de i y ent
phot vi
o, deo,pr otonal&
om i
com pettons t can be lnked
ii hat i
t diecty fom yourFacebook
o r l r
Ads

45. Facebook ‘ atve’Apps
N i
N atve Apps gener e si fcantor
i at gnii gani i pr
c m essi
ons
Favourt
ie
Pages App.
Vi
deo App. C r es lnks
eat i
cor vi
e deo
Phot App.
o
cor i ages
e m Event f
s or
i porant
m t
dat
es

46. Anal i by Post
ytcs
Track i pr
m essi
ons & i er i
nt actons agai each Post
nst
Adm i ofPages can
ns
tack t i pr
r he m essi ons
ser ved i users N ew s
n ’
Feeds & Li Feeds
ve
com bined w ih t
t he
engagem entr e
at

47. Brand X Facebook C onver i
satonalC al
endar 2010
Janua Februa Mar Ap M Ju Ju Augu Septemb Octob Novemb Decemb
ry ry ch ril ay ne ly st er er er er
Valentine Easter Bank School Holidays Back to Christmas
s Day Holidays School
Init iat i
Them es,key
ve
m essages,m aj
or
event sponsor ps
s/ shi
Valentines Easter Summer Back to Bonfire
Virtual Gift Become a Holiday School Night
Reach Fan giveaway offers Polling Ad
Block competition campaign campaign
Pu r c h a
se
Int ent Phase 1 Phase 2 Phase 3 Phase 4
fans 37,000 fans 60,000 fans 80,0000 fans 100,000
Co n n e c t i
Buidi consum er
l ng
el o n s ps
r atonshi
i
Ideas for family events, days out and in over the school
Healthy Valentine X Factor
eating holidays. Get users posting ideas and purchase through
themed Celebrity
ideas & page
polls (1X Interviews
money off )per week
vouchers
on page
Di r e c t
D rvi conver on
i ng si
Re s p o n s e

48. Besti C l
n ass
LocalG l
/ obalpages achi ng
evi
success

49. .M a k e i t s o c i a l - l e v e r a g e t h e s o c i a l g r a p h 1.
.M ake i engagi si pl and shar
” t ng, m e eabl “
e
.K e e p i t s i m p l e . 2
.I Iunder and som et ng,Im m or lkel t ty i
”f st hi ’ e i y o r t “
.U t i l i s e T e c h n o l o g y . 3
.M ake use ofpl f m s and t
” ator echnol
ogy t spr
o ead engagem ent
“
Do n ’t u s e o l d m e t r i c t o d e f i n e s u c c e s s . . 4
.
” “ TR i nott onl m eti ofsuccess
C s he y rc
Avoid t hink ing in silos and c am paigns on. 5
Fa c e b o o k .
.
” “ stat c – devel a conver i
Be r egi op satonalcal
endar

50. You can be soci t G r a f base
al oo: ow an
G r a Fan Base and Publsh
ow i

51. You can be soci t G r a com m uniy
al oo: ow t
) r a Fan Base and sel tcket ( O I
G ow li s R
R oyalO per H ouse
a
engage a l ge
ar
niche com m uniy
t
and sel a l ge
l ar
am ountoftcket t
i s o
.t s com m uniy
hi t

52. You can be soci t
al oo
U ser becom e cr or – cr e new pr
s eat s eat oduct
s

53. St bucks W ord Ai D ay
ar l ds
Simultaneous Reach Blocks in 14 different territories
UK
Engagement
Ads
UK Page 150,000
Fans
Starbucks have
successfully created a
global campaign for World
Aids Day with a combined
5.5m fans across 14 Pages
Users can navigate & consistent ‘red’
to their local Page promotions in each
US Starbucks Pages from a custom tab
5.1m fans territory

54. M cD onal I er i
ds nt natonal& l
ocal
Global Page combined with localised innovation
UK Polling Ad
‘Gherkin in or out?’
achieved huge
engagement rate of
+7%
US & UK approach to
UK campaign
Facebook is quite
pitches different, with UK
different genratiing 250,000 fans
products across several Pages vs
against US/Global Page on 1.4m
eachother –
which is your Fans
US/global Page allows users to Fan ?favourite
their local franchise & receive special

55. Ben & Jerry’s – Free Cone Day
Ben & Jerry’s US/Global
Ben & Jerry’s France
Ben & Jerry’s ran the hugely
successful Free Scoop Day in
the US before launching a
network of global Pages with
+accumulative Fans of 2m
Katie O’Brien, who helped oversee the
,campaign said
We gave away 500,000 virtual”
cones and in real life we gave away
!"about a million

56. Skinny Cow - Facebook as a central hub
A distinct tone of voice was
Tabbed approach used for to house developed to communicate
different bits of content with the user base
Generating 11,000 fans in the
first week, an above the line
campaign using Facebook as a
fully integrated ‘Hub’ for the
campaign
Over 11,000 fans
Vanity URL was used in above the line advertising achieved in the first
month

57. Marks & Spencers customer dialogue
Marks & Spencer’s Historical editorial
are celebrating their & competition
125th anniversary on promotions provide
Facebook compelling
sharable content to
users
Targeted ‘Become a Fan’ Ads
on actively drive fans – M&S
have changed targeting to a
younger audience in response
to the profile data of their
A user in the US says she fanbase
misses M&S in the US – M&S
has been able to inform these
users about the online service M&S has created a direct
that can be accessed via the dialogue with its customers
web on Facebook. Using
Homepage Ads, the store
has been able to drive over
80,000 fans, 1000’s of
competition entries & real-
Using The Wall M&S have generated time conversation with
a 2-way dialogue with their users as far afield as
customers revealing just how Toronto & Islamabad

58. Vodafone creative coordination
Vodafone have used
Facebook to generate a
huge amount of
commentary around the Vodafone uses The Wall to
theme ‘If I ruled the deliver Facebook exclusive
’world promotions – be part of the
next Vodafone online Ad
Facebook users love special offers
– Free music Friday delivered real
value to customers
Vodafone have
c oordinat ed t heir
online & offline
Vodafone are the first network to m ark et ing t o generat e
abolish roaming charges & have 4 0 ,0 0 0 f a n s o n t h e i r
generated thousands of Wall Posts
Fa c e b o o k Pa g e a r o u n d
and Discussions around this subject
Fully digitised campaign for the first t h e t h e m e ‘I f I r u l e d t h e
on their Facebook Page
time combining Facebook, Twitter, Wo r l d ’, r a i s e d
MySpace, YouTube

59. Vodaf
one I er i
nt natonalvaratons
i i
Polling Ads
Event Ads
Vodafone Italy
delivered a unique
mobile tarif to
Facebook users
redeemable through
the Page
Video Vodafone used multiple
Commentin
g Ads engagement Ads in the
UK & a unique tarif
ofer in Italy to
UK Campaign
generate 170,000 fans
delivering huge in each territory on 2
engagement with the
‘If I Ruled the World’ separate Facebook
Become a Fan Ads

60. Vanity URL’s – www.facebook.com/vodafoneUK
Simple and effective way to drive
traffic to the page
Easily searchable within facebook and
search engines – i.e Google and
!Yahoo
Take over existing fan pages and
become the official page ongoing
Opportunity to use on all promotional
material and drive traffic the page

61. To win in today’s world
requires
A different mindset
different approaches
different ways of
working

62. c)2007 Facebook,I oris lcensor Facebook" i a r st ed tadem ar ofFacebook,I .Al rght (
nc. t i s. " s egi er r k nc. l i s
reserved.1.
0
Mark Cowan, Emerging Markets EMEA
6151 386 203 44+
facebook.com/markcowan
mcowan@facebook.com