Marketing in the Social
World
text
text
text
Average hours per month
7hr 24min
2hr 43min
2hr 06min
Source: Nielsen Wire Top Web Brands (US, Home & Work) – data as of September 2011
1hr 43min
1hr 33min
1hr 30min
1B
58%
monthly active users
return daily
600M
via mobile
81%
of FB users reside
outside N America
2M+ active users in Ireland
1.5M of those users return daily
Source: Facebook Internal Data, Oct 2011
7,861,253
34,829,86
1
25,682,33
2
8,926,910
884,468
23,230,70
9
888,200
1,408,889
5,297,769
2,251,913
137,122
1,185,002
6,001,435
3,774,012
456,466
WORD OF MOUTH AT SCALE
You
130 friends
~8,000 friends of
friends
~1,000,000 friends of
friends of friends
• 10% cheaper
• Premiere
lens
• Neck strap
Functional
Emotional
Sharable
Brand building = storytelling
Great content comes from your consumers
At the Mean Stinks campaign launch, Secret’s fan
engagement rose to 24 times its previous level.
Getting to social consumer
insights
Getting to social consumer
insights
Why does she
care?
Why does she
share?
People eat soup when they are feeling
unwell
People give soup to sick people to make
them feel better
People are more prone to getting
sick as the weather gets colder
Social insight  great campaign
Just like mum would make…
Consumers telling stories about your
brand
Impact across the marketing funnel
INCREMENTAL REACH
ACTIVE CONSIDERATION
TRIAL & INCR CONSUMPTION
INFLUENCE & ATTRIBUTION
Create your Page to represent your
business
3
Set your cover & profile picture
1
Post pictures and information that
express your business
Add milestones & key moments
2
1
3
Highlight important dates and key events
for your business
Get existing customers to Like your Page
Invite customers, friends, & email
contacts, and choose a web address
4
2
Create your first post
4
Add photos, videos, and company or
product updates
A simple paid media strategy
Post to your wall
Convert into Page Post
Ad
Amplify engagement
No matter your campaign objective, any branding campaign on Facebook should follow
the same simple strategy.
Lily O’Brien’s – Ireland
Kit Kat - Brazil
24-point
increase in ad recall
4-point
point increase in brand
recommendation
80k
fan increase in
3 days
Nutella – Germany
15%
of sales resulting from the media campaign
were attributable to Facebook
3.8m
people saw the Nutella campaign that didn’t
see it on TV (29% exclusive reach)
“As well as proven incremental reach and a
positive cross-media effect between TV and
Facebook, we demonstrated that Facebook
lifts sales for FMCGs in bricks and mortar
stores.” Angela Kim, Sr. Media Manager, New
Media, Nutella
Diageo – USA
What are best
practices?
KEEP IT LIGHTWEIGHT &
FOCUS ON THE PRODUCT
Bulmer’s– Ireland
STAY ON BRAND
Grey Poupon - France
REFRESH CREATIVE & KEEP IT IMAGE RICH
Heineken - NL
CROWD-SOURCE CONTENT
17K fans
From Ireland, UK, US, Australia
“Ireland at Lunch”
Photo led project to get people
and businesses sharing what they
are looking at in their lunch hour
Cully & Sully – Ireland
REWARD FANS
109K fans
From Ireland and globally
Barry’s Tea– Ireland
STORYLINE
Oreo – USA: 100 Posts in 100 Days
INTEGRATED PLANS
McDonald’s - UK
KEY TAKEAWAYS
•
CONSUMER INSIGHT: WHY CARE? WHY SHARE?
•
SPARK THE CONSUMER VOICE
•
KEEP IT LIGHT-WEIGHT
•
HIGHLIGHT THE PRODUCT
•
USE FOCUSED, EASILY RECOGNIZABLE IMAGES AND TONE THAT FIT WITH YOUR BRAND
•
REFRESH CREATIVE
•
PHOTOS / VIDEOS / LINKS / POLLS THAT CAPTURE PEOPLE’S ATTENTION
•
INVOLVE FRIENDS OF FAN, “WHICH FRIEND …”
•
FOCUS ON REWARD: EMOTION, HUMOUR, IMAGERY, INTERESTING INFORMATION
•
INTEGRATE YOUR SOCIAL MARKETING INTO YOUR OVERALL MARKETING CAMPAIGN
Thank you!