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Facebook
                      en la vida real

Juliana Martínez
Ejecutiva de Ventas
.FOX
Facebook feb 2011 juliana martinez
Agenda
    It’s all About People
1   Real people with a real voice



    Growth and Philosophy
2   Built and organized for and around people



    Marketing Opportunities
3   Maximize action and interaction



    Brand Success and Emerging Trends
4   Social strategies in practice
It’s all about people
Real people with a real voice
Facebook feb 2011 juliana martinez
Globally, borders are being
replaced with connections




                    650M users worldwide
Companies that connect
people have taken off globally




   Facebook   V Kontakte   Orkut   OZone   Mixi
   600M       104M         28M     305M    20M
   users      users        users   users   users
video




Real people with a voice
Growth and Philosophy
Built and organized around people
Facebook feb 2011 juliana martinez
700M




       700 million +
          users
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
99 million +
   users
Facebook – Penetration in Latam
              Country   Active Users             Internet Users      Penetration



Argentina                        13.824.840             26.614.813                 52%
Bolivia                           1.067.720              1.102.500                 97%
Brazil                           16.231.300             75.943.600                 21%
Chile                             7.848.600              8.369.036                 94%
Colombia                         12.939.180             21.529.415                 60%
Costa Rica                        1.266.760              2.000.000                 63%
Dominican Republic                1.914.380              3.000.000                 64%
Ecuador                           2.719.180              2.359.710                 115%
El Salvador                            830.260             975.000                 85%
Guatemala                         1.275.060              2.280.000                 56%
Honduras                               783.560             958.500                 82%
Mexico                           22.835.360             32.800.000                 70%
Panama                                 735.320             959.900                 77%
Paraguay                               554.520           1.000.000                 55%
Peru                              5.180.800              8.084.900                 64%
Uruguay                           1.192.420              1.855.000                 64%
Venezuela                         8.273.580              9.306.916                 89%
Total                           99.472.840            199.139.290                  50%
video
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Marketing Opportunities
Maximize action and interaction
Facebook feb 2011 juliana martinez
Los usuarios se apropian de las campañas.
Facebook feb 2011 juliana martinez
Los usuarios toman las decisiones.
Brand product philosophy

 1   Every product is built around people


 2   Brands are an integral part the experience


 3   Brand tools aim to facilitate authentic
     connections and amplify sharing
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Marketing Tools                               Pages
Building Blocks
                                        A lasting asset to
                                        engage and retain



                        Native Apps                   Custom Apps




                       Use the tools people           Canvas to architect
                           already use                 social experience



              Open                            Media                         Places
              Graph



         Personalize exper-             Reach and scale                 Opportunity for
         iences on the web                                             loyalty program
Pages
A lasting asset to engage and retain
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Marketing Tools                             Pages
Building Blocks
                                      A lasting asset to
                                      engage and retain



                      Native Apps                   Custom Apps




                     Use the tools people           Canvas to architect
                         already use                 social experience



            Open                            Media                         Places
            Graph



       Personalize exper-             Reach and scale                 Opportunity for
       iences on the web                                             loyalty program
Native Apps
Use the tools people already use
Marketing Tools                             Pages
Building Blocks
                                      A lasting asset to
                                      engage and retain



                      Native Apps                   Custom Apps




                     Use the tools people           Canvas to architect
                         already use                 social experience



            Open                            Media                         Places
            Graph



       Personalize exper-             Reach and scale                 Opportunity for
       iences on the web                                             loyalty program
Custom Apps
Canvas to architect social experience
Marketing Tools                             Pages
Building Blocks
                                      A lasting asset to
                                      engage and retain



                      Native Apps                   Custom Apps




                     Use the tools people           Canvas to architect
                         already use                 social experience



            Open                            Media                         Places
            Graph



       Personalize exper-             Reach and scale                 Opportunity for
       iences on the web                                             loyalty program
Open Graph
Personalize experiences on the web
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Marketing Tools                             Pages
Building Blocks
                                      A lasting asset to
                                      engage and retain



                      Native Apps                   Custom Apps




                     Use the tools people           Canvas to architect
                         already use                 social experience



            Open                            Media                         Places
            Graph



       Personalize exper-             Reach and scale                 Opportunity for
       iences on the web                                             loyalty program
video
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Premium Ads offer unique benefits
                         BENEFITS




  PREMIUM   Brand    6

MARKETPLA   Action   3
CE
There are four Premium Ads
strategies to address your goals
                        Target Block       Campaign       Sustained
    Demographics or
 Geographic Targeting




           Target
                        Reach Block

       Broad Reach




                           1-3 Days           6 Weeks   Always-on strategy


                                       Duration
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
El poder de la viralización
99.9%
   Social
Impressions
Marketing Tools                             Pages
Building Blocks
                                      A lasting asset to
                                      engage and retain



                      Native Apps                   Custom Apps




                     Use the tools people           Canvas to architect
                         already use                 social experience



            Open                            Media                         Places
            Graph



       Personalize exper-             Reach and scale                 Opportunity for
       iences on the web                                             loyalty program
Places
Opportunity for loyalty program
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Mobile has a steeper adoption
rate than any past technology
                                  GLOBAL MOBILE VS. DESKTOP INTERNET USER PROJECTION 2007
                                  - 2015
                            2000




                            1600
Internet Users (Millions)




                            1200




                             800




                             400
                                                                                            MOBILE
                                                                                            INTERNET USERS


                                                                                            DESKTOP
                              0                                                             INTERNET USERS




                                  Source: Morgan Stanley Research
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
Brand Success
Social Strategies in Practice
Objetivo: incrementar ventas




                       16%+
                       increase in
                       overall audience
                       awareness
124K
books donated to
First Book
7%+
increase in
purchase intent
2x
increase in traffic
to levi.com
139%
increase in traffic
to adidas website
5x Increase
ROI on media
120K
samples delivered
to targeted
customers
Emerging trends
Innovative brand solutions
1. Commerce
Commerce: Retail
Commerce: Social
Merchandising
Commerce: Group Gifting
2. Crowd Sourcing
Facebook feb 2011 juliana martinez
Facebook feb 2011 juliana martinez
5. Customer Service
6. Uno de los primeros en comprar en
línea directamente en Facebook
                 Donación del la foto de perf
CONVERSIONES DEL
       APLICATIVO


 Usuarios
únicos que    104.114 usuarios
 utilizaron
aplicativo:
Facebook feb 2011 juliana martinez
Thank you

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Facebook feb 2011 juliana martinez

  • 1. Facebook en la vida real Juliana Martínez Ejecutiva de Ventas .FOX
  • 3. Agenda It’s all About People 1 Real people with a real voice Growth and Philosophy 2 Built and organized for and around people Marketing Opportunities 3 Maximize action and interaction Brand Success and Emerging Trends 4 Social strategies in practice
  • 4. It’s all about people Real people with a real voice
  • 6. Globally, borders are being replaced with connections 650M users worldwide
  • 7. Companies that connect people have taken off globally Facebook V Kontakte Orkut OZone Mixi 600M 104M 28M 305M 20M users users users users users
  • 9. Growth and Philosophy Built and organized around people
  • 11. 700M 700 million + users
  • 15. 99 million + users
  • 16. Facebook – Penetration in Latam Country Active Users Internet Users Penetration Argentina 13.824.840 26.614.813 52% Bolivia 1.067.720 1.102.500 97% Brazil 16.231.300 75.943.600 21% Chile 7.848.600 8.369.036 94% Colombia 12.939.180 21.529.415 60% Costa Rica 1.266.760 2.000.000 63% Dominican Republic 1.914.380 3.000.000 64% Ecuador 2.719.180 2.359.710 115% El Salvador 830.260 975.000 85% Guatemala 1.275.060 2.280.000 56% Honduras 783.560 958.500 82% Mexico 22.835.360 32.800.000 70% Panama 735.320 959.900 77% Paraguay 554.520 1.000.000 55% Peru 5.180.800 8.084.900 64% Uruguay 1.192.420 1.855.000 64% Venezuela 8.273.580 9.306.916 89% Total 99.472.840 199.139.290 50%
  • 17. video
  • 22. Los usuarios se apropian de las campañas.
  • 24. Los usuarios toman las decisiones.
  • 25. Brand product philosophy 1 Every product is built around people 2 Brands are an integral part the experience 3 Brand tools aim to facilitate authentic connections and amplify sharing
  • 28. Marketing Tools Pages Building Blocks A lasting asset to engage and retain Native Apps Custom Apps Use the tools people Canvas to architect already use social experience Open Media Places Graph Personalize exper- Reach and scale Opportunity for iences on the web loyalty program
  • 29. Pages A lasting asset to engage and retain
  • 35. Marketing Tools Pages Building Blocks A lasting asset to engage and retain Native Apps Custom Apps Use the tools people Canvas to architect already use social experience Open Media Places Graph Personalize exper- Reach and scale Opportunity for iences on the web loyalty program
  • 36. Native Apps Use the tools people already use
  • 37. Marketing Tools Pages Building Blocks A lasting asset to engage and retain Native Apps Custom Apps Use the tools people Canvas to architect already use social experience Open Media Places Graph Personalize exper- Reach and scale Opportunity for iences on the web loyalty program
  • 38. Custom Apps Canvas to architect social experience
  • 39. Marketing Tools Pages Building Blocks A lasting asset to engage and retain Native Apps Custom Apps Use the tools people Canvas to architect already use social experience Open Media Places Graph Personalize exper- Reach and scale Opportunity for iences on the web loyalty program
  • 43. Marketing Tools Pages Building Blocks A lasting asset to engage and retain Native Apps Custom Apps Use the tools people Canvas to architect already use social experience Open Media Places Graph Personalize exper- Reach and scale Opportunity for iences on the web loyalty program
  • 44. video
  • 52. Premium Ads offer unique benefits BENEFITS PREMIUM Brand 6 MARKETPLA Action 3 CE
  • 53. There are four Premium Ads strategies to address your goals Target Block Campaign Sustained Demographics or Geographic Targeting Target Reach Block Broad Reach 1-3 Days 6 Weeks Always-on strategy Duration
  • 62. El poder de la viralización
  • 63. 99.9% Social Impressions
  • 64. Marketing Tools Pages Building Blocks A lasting asset to engage and retain Native Apps Custom Apps Use the tools people Canvas to architect already use social experience Open Media Places Graph Personalize exper- Reach and scale Opportunity for iences on the web loyalty program
  • 68. Mobile has a steeper adoption rate than any past technology GLOBAL MOBILE VS. DESKTOP INTERNET USER PROJECTION 2007 - 2015 2000 1600 Internet Users (Millions) 1200 800 400 MOBILE INTERNET USERS DESKTOP 0 INTERNET USERS Source: Morgan Stanley Research
  • 73. Objetivo: incrementar ventas 16%+ increase in overall audience awareness
  • 77. 139% increase in traffic to adidas website
  • 89. 6. Uno de los primeros en comprar en línea directamente en Facebook Donación del la foto de perf
  • 90. CONVERSIONES DEL APLICATIVO Usuarios únicos que 104.114 usuarios utilizaron aplicativo: