David Cyngiser @Social Lab Social network is not only about Community Management. 14/02/2012

1. Social Network is NOT only about
Community Management
01/29/12
1

2. .Today’s Menu
➡ Intro
– Who
is
Social
Lab
?
– Facebook
Figures
– Facebook
Ecosystem
➡ Social
Network
is
not
Only
Community
Management
– What
?
– Buying
Model
– Ads
Benefits
➡ Please
share
!
– We
make
adverGsement
of
what
you
do,
what
you
say...
of
what
you
share
– Ads
example
– AdverGsing
case
:
mulG-­‐format
+
mulG
targeGng
+
Specific
visual
➡ Conclusion
2

3. .MEET THE TEAM
3

4. .Meet the Lab
.founders
Gilles
Bindels
Yves
Baudechon -­‐ Ex
Sales
Director
of
Skynet
-­‐ Ex
CEO
of
DDB
Belgium -­‐ Serial
Entrepreneur
-­‐ Serial
Entrepreneur
.partners
Cedric
van
Kan Benjamin
Snyers
-­‐ Ex
Fin
Director
of
Skynet -­‐ Radionomy
-­‐ Serial
Entrepreneur -­‐ Consultant
4

5. . Meet the Lab
.Ads Campaign Manager
David
Cyngiser
-­‐ Ex
Business
Consultant
@CAMi
-­‐ Stage
@Radionomy
-­‐ EPHEC
follow me ! @cyngi
5

6. .Meet the Team
.COMMUNITY
.MEDIA
TARGET - REACH - AMPLIFY CONNECT - CONVERT - SHARE
The Team (.22)
- 4 Ad specialists
- 5 Community Managers
- 3 Brand Socializers
- 2 Key Account Managers
DEVELOP - BUILD - SERVICE
- 2 Developers
- 2 Designers
- 1 Office Assistant
.BUSINESS - 2 founders / 1 partner

7. . Meet the Lab
We are a full service
social media agency
COMMUNITY MANAGEMENT
ADVERTISING SPECIALISTS APP DEVELOPPERS
01/29/12
7

8. . Meet the Lab
MISSIONS
8

9. . Meet the Lab– expertise
.area of expertise
9

10. .Our clients
10

11. .Our clients
11

12. .Today’s Menu
New trends
12

13. .Key Facts
800 million 1 Billion in
active members August 2012
60%
01/30/12
13

14. .Key Facts
2 billion
posts liked and
commented
every day.
01/30/12
14

15. .Key Facts
250
million photos
01/30/12
uploaded every day 15

16. .Key Facts
350 million mobile users
01/30/12
16

17. ..Key Facts : in Europe > 217 million
01/30/12

18. .Key Facts : users in Europe
01/30/12
18

19. .reach
4.500.000 Belgian users (38% population)
.BELGIUM
19

20. .Facebook in Belgium
+- 5.000.000 Belgian members
38% 2/3
of population of internet users
01/30/12
20

21. .Facebook in Belgium
66% 85%
Daily use weekly use
01/30/12
21

22. .Facebook in Belgium
204 Average nb of friends
01/30/12
22

23. .Facebook in Belgium
51% 49%
37 % > 35years
(34% 1 year ago)
01/30/12
2 million mobile users
23

24. .Facebook in Belgium
Fish
Where
01/30/12
fishes are 24

25. .FACEBOOK ECOSYSTEM
25

26. .paid, owned, earned media
Owned
Paid media Websites
media Channels
Brand pays to a brand’s control
OPEN
leverage a
channel Store fronts
Print Earned
Public Relations media
Customers
become the
Television Channel
Word of Mouth
26

27. .POE Applied to Facebook
Paid
media
Facebook
Ads
.Sponsored
Stories
.Marketplace
27

28. .POE Applied to Facebook
Owned
Paid media
PAGE
media
Page
Facebook
Ads
.Sponsored
Stories
.Marketplace
28

29. .paid, owned, earned media
Owned
Paid media
PAGE
media
Page
Facebook
Ads
.Sponsored
Stories
.Marketplace
Earned
media
Talking about
this
29

30. .paid, owned, earned media
Owned
Paid media
PAGE
media
Page
Facebook
Ads
.Sponsored
Stories
.Marketplace
Earned
media
Talking about
this
30

31. This is Word of Mouth at scale
Facebook population
800M friends
Potential reach
Actual reach
11M friends this week
2M friends
100K Fan base
10.000 Are talking about
this

32. .Facebook Advertising

33. .Facebook Advertising?
D’abord,
Un peu de vocabulaire
33

34. .Facebook Advertising?
CTR ?
Click through rate / taux de clicks
M’indique
en
pourcentage
le
nombre
de
fois
que
ma
pub
doit
apparaître
pour
obtenir
un
click
ex : 1 click toutes les 1000 impressions (vues) CTR de 0,1%
1 click toutes les 3.300 impressions (vues) CTR de 0,030%
(Benchmark
Facebook)
34

35. .Facebook Advertising?
CPC ?
Cost per click / Cout par click
Je
paie
FB
chaque
fois
que
quelqu’un
clique
sur
ma
pub
Je
paie
combien
?
Mise
Minimum
HAUT
CTR
=
BAS
CPC
Moyenne facebook : 0,50€
35

36. .Facebook Advertising?
CPM ?
Cost per Mille / Cout par Mille
Je
paie
FB
chaque
fois
que
ma
pub
apparaît
pour
la
1.000ème
fois
On
paie
à
l’impression,
pas
au
click
Moyenne facebook : 0,15€
36

37. .Facebook Advertising?
37

38. .Facebook Advertising?
Content
Ads
38

39. .Facebook Advertising?
39

40. .Buying model
Premium Marketplace
CPM CPC or CPM
Alone Auction System
Homepage Rest of Site
Rich Media Optimization

41. .Main Benefits
-­‐ Reach .Facebook
-­‐ TargeGng
PossibiliGes
-­‐ Social
Context .Sponsored Stories
-­‐ Variety
of
Format
-­‐ OpGmizaGon
&
Price
.Ads
41

42. .Please Share !

43. . Please, share !
LES pubs
dont vous etes le heros

44. .Tu m’aimes ?
Link
DirecGng
to
a
website
or
a
Facebook
object
(Page,
Event,…)
Title
Up
to
25
characters.
Body
Up
to
135
characters
Illustra?on
110x80
pixels
Social
Context
Shows
the
names
of
friends
who
liked
the
Facebook
Page.

45. .Mais t’étais où ?
Friend’s
Photo
&
Name
The
photo
and
link
take
you
to
this
friend’s
profile
Status
Update
Status
update
related
to
the
Check-­‐In
Page
Image
Thumbnail
Page
Name
+
Like
buJon
50x50
pixels
(same
as
thumbnail
managed
by
Full
name
of
Page
is
preserved
(up
to
70
Page) characters)
User
can
like
through
the
ad.
Feedback
Box
All
links
bring
you
to
the
adverGser
page.
45

46. .GAME OVER ... INSERT COIN
Friend’s
Photo
&
Name
The
photo
and
link
take
you
to
this
App
Name
friend’s
profile
Full
name
of
the
app
is
preserved
(up
to
70
characters)
App
Image
Thumbnail
50x50
pixels
(same
as
thumbnail
managed
by
App) Use
Clicking
on
“Use”
redirect
you
to
the
app.
Clicking
on
the
name
of
the
app
redirect
you
to
the
app.
46

47. .Allez, viens !
Link
Title
DirecGng
to
the
Facebook
event.
It
is
automaGcally
the
name
of
your
event.
Body
Up
to
135
characters
Illustra?on
110x80
pixels
Social
Context
Shows
the
names
of
friends
RSVP
BuJon who
liked
already.
User
can
click
on
“RSVP”.
If
they
click,
they
are
redirected
to
a
pop
up
where
they
can
RSVP.
47

48. .Votez pour moi !
Link
DirecGng
to
a
Facebook
object
(
Page,
Event,…)
or
a
website.
Title
Up
to
25
characters
Body
Up
to
135
characters
Illustra?on
110x80
pixels
Vote
buJon
User
can
vote
through
the
ad
Social
Context
Shows
the
names
of
friends
who
voted
already.
48

49. .Targeting
49

50. .Multiple targeting options
Basic
Age, gender, geography,
relationship, language
Work and Education
Interests
Friends Music, Movies, Books, Apps,
Pages, Websites
50

51. .multiple targeting options
Basic
Age, gender,
geography, language
Interests
Music, Movies, Books, Apps,
Pages, Websites
Relationship
Work and Education

52. .multiple targeting options
Interest/ Broad Category

53. .Reach
53

54. .Facebook Reach by Target Group
18-24 24-34 35-44 45-54 55+
CIM 930.510 1.392.690 1.538.430 1.587.890 3.180.690
Facebook 995.140 1.096.700 852.700 501.460 250.500
Reach
pop.
Belge 107% 79% 55% 32% 8%
54

55. .Reach – Loterie Nationale
55

56. .Formats
01/30/12
56

57. .Facebook Ads Formats
Plus d’une 20aine
de format !
01/30/12

58. .Facebook Ads Formats
Engagement/Standard Ads Sponsored Stories Page Post Ads
Generate Awareness Benefit from social context Focus on page Activity
Generate Traffic Generate Action (Like/conversions) Generate Page Engagement
Generate Action
01/30/12

59. .Facebook Ads Formats - Premium
Poll
Like
Video
Event
Classic

60. .Facebook Ads Formats - Marketplace
Like Classic
Classic + Social Context
Event App

61. .Facebook Ads Formats - Sponsored Stories
App
Like
Website
Wallpost
App
POS

62. .Facebook Ads Formats - Page Post Ads
Premium
–
Expanded
Premium
Ads
Promote
a
wallpost
to
your
fan
&
non-­‐fan.
Depending
on
the
interacGon
and
who
sees
it,
the
format
extend
or
not.
Page
Name
(if
extended)
Full
name
of
Page
is
preserved
(up
to
Friend’s
Photo
&
Name
70
characters)
Friends
who
have
already
liked
the
page
(including
you)
Wallpost
Up
to
6
kind
of
post:
Update,
photo,
videos,
links,
quesRons
and
events
Feedback
(if
extended)
User
can
comment
or
like
the
content
through
the
ad

63. .Facebook Ads Formats - Media Strategy
Which media strategy to adopt regarding my objectives?
Awareness Traffic Sales
Reachblock Marketplace Marketplace
Video standard ads standard ads
Marketplace Sponsored Stories
standard ads Domain
Community Engagement
Reachblock Sponsored Stories
Like Like
Marketplace
Like Page Post Ads
Sponsored Stories
Like
01/30/12

64. .Cases
64

65. 65

66. .Case Jupiler - Briefing
BRIEFING
➡ Campaign
objecGve
:
Increase
Jupiler
volumes
by
6,500
HL
(+/-­‐
110,000
crates)
➡ Promo
mechanism:
➡ 50%
discount
on
2nd
crate
(coupon
in
the
newspaper)
➡ -­‐3
€
on
2nd
crate
(coupon
online)
➡ Target
:
Men
18-­‐54
➡ Total
budget
:
240k
net
net
➡ Focus
on
OOH,
Dailies
&
Online
(Facebook
-­‐
Google)

67. .Case Jupiler - Media Selection in a nutshell
➡ Abribus
– JC
Decaux
Booster
– 119.000€
+
10.178€
(taxes)
– Global
discount
56%
➡ Print
– NP1
– 93.500
€
(+
free
«
pavé
»
pg1)
– Global
discount
73%
➡ Facebook
– 2
waves
– 16.000€
➡ Google
– 1
wave
(solden)
– 1.652€

68. .Case Jupiler
1
e
av
W
2
Wave
01/29/12

69. .Case Jupiler
ObjecGves:
generate
awareness
for
the
promoGon
Strategy:
Format
Mix Several
TargeGng Like
Buwon
…
01/29/12

70. .Case Jupiler - Targets
Sport
‘s
Fan Beer&Wine
Fan Students Foot
Fan

71. .Case Jupiler - Creatives
Visual 1
Visual 1
Visual 1
Copy 1 Copy 1 Copy 1
Soldes pour hommes ! Soldes pour hommes ! Soldes pour hommes !
Jusqu'à -50% sur votre 2e bac Jusqu'à -50% sur votre 2e bac Jusqu'à -50% sur votre 2e bac
de Jupiler. De quoi savourer un de Jupiler. De quoi savourer un de Jupiler. De quoi déguster et
moment inoubliable entre fans moment inoubliable entre re-déguster avec sagesse, une
de foot étudiants bière brassée avec savoir

72. .Case Jupiler - Campaign Structure
For each language
Wave 1 Wave 2
Fan FOF Beer Sport Music Foot Student Fan FOF Music Foot Beer Student Sport
2 Generic Copies T2 T3 T4 2 Generic Copies
3 Generic Visuals 5 Generic Visuals
ad ad ad ad ad ad ad ad
2 Specific Visuals
ad ad ad ad ad ad ad ad

73. .Case Jupiler - Worklflow Wave1
Format Website Page Website Page
Fans
.PPA
Targeting
by interest
.ASU Classic
FOF
.sponsored stories Read The Promo Like The promo
We show to friends of Promo “Liker” If someone Like the promo,
that their friend liked the promo` it appears in the Newsfeed.
trough Sponsored Stories

74. .Case Jupiler - Worklflow Wave2
Download
the
e-­‐coupon
Main
AcRon:
Download
the
e-­‐coupon
DOWNLOAD
Like
the
promoRon Like
If
someone
“Like”
the
promoRon
(not
the
page),
it
appears
on
the
newsfeed
&
we
can
do
Sponsored
Stories
to
tell
his
friends
that
he
“Liked”
the
promoRon
OPTIONAL:
User
can
invite
friends
to
Invite
Friends
download
the
e-­‐coupon
You
can
create
a
FB
event
and
user
Event
can
RSVP
to
the
event

75. .Case Jupiler - Worklflow Wave2
DOWNLOAD
Like
BuJon
Like
the
promoRon Like
If
someone
“Like”
the
promoRon
(not
the
page),
it
appears
on
the
newsfeed
&
we
can
do
Sponsored
Stories
to
tell
his
friends
that
he
“Liked”
the
promoRon
.Facebook
.Sponsored
Stories

76. .Case Jupiler - Results
= 120 Ads

77. .Case Jupiler - Results
41.967 Clicks

78. .Case Jupiler - Results
7.567

79. .Case Jupiler - Results
88.384.806 IMPRESSIONS

80. .Case Jupiler - Results
51,8% ER
(1,421,430)
61% ER
(1,631,791) s
ick 37.345
unique
visitors
cl
27
5.8
:
1 ks
a ve clic
W 46
.8
17
Extra
fans:
8.779
Coupons
printed:
Wave
2:
24.121
click
s 3.308

81. .Croky
Objectifs Methode Budget
➡ Recrutement
de
Fans ➡ Concours ➡ 62.000€ Avoid to much repetition, especially
➡ Traffic
FB
Page ➡ Split
par
age/langue for long campaigns
➡ Nombreux
visuels
Copy 1 Copy 2 Copy 3 Copy 4
Miammmmmm Singing Bag !
3, 4 ! RIBBLE ROCK ! Gagne une PS3 !
Les paquets de Ribble Rock ne
Une jolie alternance de rainures T'as une chance de gagner une PS3 crsshhh…scrunch… miam …….…,
savent pas chanter? C’est FAUX ! Si
fines et plus profondes. A moins dans chaque paquet de Ribble les RIBBLE ROCK,... scrounch… c'est
ton paquet fait de la musique, tu
que ce ne soit l'inverse ? A vérifier et Rock ! Ne t'étouffe pas avec et trop BON, miam scrshh ……
gagnes une PS3 ! Tente ta chance !
dévorer au plus vite ! mange plutôt tes chips ! Goûtez-les !
SPENT 61.772,43
€
IMPRESSIONS 4,2989E+08
CLICKS 138.352
CTR* 0,032
%
CPM* 0,14
€
CPC* 0,45
€
CONNECTION 24.022
S
CPCo 2,57
€
81

82. .VW Beats of Love
Objectifs Methode Budget The importance of axes !
➡ Traffic
vers
site
web ➡ Concours ➡ 1.200€
➡ 2
Axes
bien
définis
➡ Copys
adaptés
aux
axes... Adapted copy, adapted visuals...
➡ ...
mais
aussi
aux
cibles leads to adapted results... Great ones
Impressions 8.805.782
Clicks 3.226
Spent €1.181,50
CTR 0,037%
CPM 0,15€
CPC 0,37€
82

83. .MTV
Objectifs Methode Budget be creative !
➡ Traffic
vers
site
web ➡ Concours
/
Tab
Facebook ➡ 3.500€
➡ Visuels
flashys
et
colorés
And... egocentric. Check the «lol» guy
Spent 3.458,86€
Clicks 6.775
Impressions 28.240.899
CTR 0,024%
CPC 0,51€
CPM 0,12€ 83

84. .Coke Wishmas
Objectifs Methode Budget Your mum likes you and
your family... think about it
➡ Traffic
vers
site
web ➡ 2
Axes
bien
définis ➡ 9.200€
➡ Awareness ➡ TargeGng
basé
sur
le
statut
familial Different visuals axes avoid
➡ Nombreux
copys
pour to much repetition and multiply your
une
meilleure
opG optimization solutions... which leads
to better results
Santa App
M App
Snowball
SPENT 9.175 €
IMPRESSIONS 63.598.432
CLICKS 34.952
CTR* 0,055 %
CPM* 0,14 €
CPC* 0,26 € 84

85. .BeTV Twilight
Objectifs Methode Budget
➡ Recrutement
de
Fans ➡ Concours ➡ 1.500€ easy fans doesn’t mean quality fans...
➡ Visibilité ➡ Ciblage
précis are those people really fans of your brand ?
➡ Format
de
pub
incitant
au
Like Well targted campaign leads to great results
➡ 2
Copys even with a small budget
➡ 5
Visus
Spent 1 501,02 €
Clicks
8 105
Impressions 12 341 093
Connections 3 407
CTR 0,066%
CPM 0,12 €
CPC 0,19€
Cost per Connections 0,44 € 85

86. .Dexia NFP
02/13/12
86

87. .Dexia NFP.every day a different ad
Thursday Sunday
Friday Monday
Saturday Tuesday
02/13/12
87

88. .Dexia NFP : every day a different ad 4 Months > 120 days
02/13/12
88

89. . Conclusion
Conclusion

90. Q&A

92. .Hello
David
Cyngiser
Ads
Campaign
Manager
@cyngi
david.cyngiser@social-­‐lab.eu
+32
477
400
259