Getting the most out of
1
Let’s hear from you
Agenda
2 The world has gone social & that changes
everything
3
How Facebook can help your business grow
Let’s hear from you
Why we’re here
Bord Bia’s mission:
• To grow the success of a world class food and
horticulture industry by providing strategic
market development, promotion and information
services.
• Act as a link between Irish Food, Drink &
Horticulture suppliers and existing and potential
customers throughout the world.
• Develop markets for Irish suppliers and to bring
the taste of Irish food to more tables world-wide.
Experience with Facebook
Social changes everything
Social changes
everything
Jaykob Thurb I love baked cheese ruffles. I want to jump in a
huge bag of them and eat my way out.
Community
Essential
Personalized
experiences
Personalized
experiences
Personalized
experiences
Personalized
experiences
Brand New…
Platform
Using the FB
The world has gone social
How can Facebook help your
business grow?
Over 500 Million Active Users Worldwide
Rick’s Mom joins Facebook
Over 500m
Over Internationalisation
125m in Europe
70
Different
Languages
Open Registration
2007
2008
2009
July
2010
500 M
Over 1.65m Active users in Ireland
Over 2/3 of the Irish online population now using Facebook regularly
2M
M…
F…
J…
D…
N…
2009
O…
S…
A…
J…
J…
M…
A…
M…
F…
J…
D…
N…
O…
S…
A…
2008
J…
J…
M…
A…
M…
F…
J…
D…
M
N…
1.73+
Source: Facebook internal data, March 2010
Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
European Figures
Over 125m Active Users in Europe
Norway
2.3m
Netherlands
1.6m
UK
23m
Sweden
2.9m
Romania
510k
Ireland
1.7m
Finland
1.4m
Germany
9m
France
14.4m
USA
115m
Poland
1.6m
Belgium
2.9m
Spain
9.1m
Russia
640k
Italy
13.5m
Australia
7.4m
Denmark
2.2m
Turkey
17m
Czech
1.9m
Egypt
2.3m
NZ
1.3m
Portugal
1.2m
Swiss
1.8m
Austria
1.5m
Greece
2.2m
Hungary
630k
India
5.7m
More than half
of users return daily
Challenge to Traditional Media Owners
Facebook’s Daily Reach can now rival TV, Radio & Press
154,610
115,462
145,000 combined
circulation
3% Drop
circulation
(MediaWeek June 2009)
3.9% Drop
circulation
(MediaWeek June 2009)
168,000
audience
(MediaWeek June 2009)
899,000
listenership
(MediaWeek June 2009)
1.73m Active Users –
1.03m daily reach
(23.5 min session time/day)
350,000
52,544
(MediaWeek June 2009)
circulation
audience
(MediaWeek June 2009)
5.1% Drop
Connecting With Your
Audience On Facebook
We do 3 simple things for marketers
Facebook Ads
Drive traffic on &
off of Facebook
Facebook Pages
Innovations
Build Fans &
communicate
directly with them
Facebook Connect,
Applications & new
Ad products
Targeting
Huge opportunity to target and optimize
Demographically
Psychographically
Location
Activities
Age/Birthday
Interests
Gender
Music
Education
TV/Movies
Workplace
Applications
Relationship
Books
Language
Groups
Reaching mass & targeted audiences
All Irish
Women
18-45
Women in
Ireland
Married
Women
18-45 in
Ireland
864,000
664,000
128,000
*Facebook Ad Platform data July 2010, subject to market fluctuations
Promoting
2 dedicated Ad positions
Homepage
Ad
Ad
Space
Unit
Creating an Ad….Simple as 1-2-3
Creating an Ad…Targeting and Buying
Reach the Right People at the Right Time
Engagement Ad formats
Encourage users to interact & share your advertising
Like Ad
Video Ads with Commenting
Event Ad
Polling Ad
Jameson Example
Brand awareness & trial
Jelly Belly
Become a Fan Engagement Ads
Event Engagement Ad
Increase connections & awareness
Become a Fan Engagement Ads
Subway Eat Fresh, Eat Free
Sweepstakes
Subway
68% 2X
lift in
ad recall
increase in
message
awareness
Social context
increases
effectiveness
4X
increase in
purchase
intent
Pages Product Guide
Facebook Page
1. Fan connections
2. Brand voice
3. Viral distribution
Facebook Page
Wall, Publisher
▪
Real-time
publishing
▪
Same as on user
profiles
▪
Multi-media
functionality
▪
▪
Post text, photos,
videos, links etc.
Dialogue with Fans
A new ad model
Develop deep relationships with your audience
2. Advertise to get Fans
1. Build a Page
3. Publish to your network
What are people doing well
Use Tabs to Sell Product
Tabs can be created for tactical objectives like enticing
users to order pizza without ever leaving Facebook.
Make your small business look BIG!
Betty Crocker: posting recipes, relevant mom content, fun apps
Create a Local Presence for your Global Brand
Corporate Insurance Brand has 171,000 Fans….Why?
Vanity URL’s – www.facebook.com/papajohns
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
Vitamin Water Facebook
Application
Invite your
audience to
participate in a
Product launch