Facebook advertising Advice - How to build a successful Facebook campaign Buying - Give estimations for the expected amount of clicks/views - Billing Facebook - Setting up premium ad campaigns Campaign management - Analyzing - Monitoring - Optimizing: Intelligent targeting, target on friends of “likes” Fan pages Design and development Applications and gadget implementations F Connect (connecting websites to Facebook) Building and moderate communities

1. Click to edit Master title style
Facebook Social technology 2010
October 2010
A Buongiorno company

2. Presentation
• Who are we?
- Buongiorno 2010
- B!Digital Netherlands
• Why does your company needs Facebook?
- Statistics
• Facebook ecosystem
• Get started with a fanpage
• How do I get Fans?
• How can we help you?
• Cases
A Buongiorno company

3. Buongiorno Group
• Italian multinational specialized in mobile media.
• Revenue of 259 million euro in 2009.
• 54.5% average growth since 2000.
• Listed to the Milan Stock Exchange.
• Over 1,000 employees in 24 offices worldwide.
• Presence in 57 countries on five continents.
• Direct connections to over 130 operators, ISPs and
media groups.
• Top 3 player in 8 of the most important mobile
markets.
A Buongiorno company

4. B!Digital The Netherlands 2010
Marketing
Loyalty
Services
Consumer
Interaction
Social
Media Reach
Marketing
A Buongiorno company

5. B!Digital The Netherlands - Product Portfolio
Social
Loyalty Marketing Reach
Media
Services
Marketing
• Mobile Sites • Consultancy • Hot Advertising
• Mobile Rebate
• Mobile Applications • Strategy • Direct SMS
• CRM • Fullfillment
•Mobile Tickets • Direct MMS
* ook op
• IMM
• Mobile Coupons inventory van:
• Couponing • SMS & Response
• Fan Pages
• Ad Server
• Facebook applicaties
• Mobile Display
• Advertising
• Mobile Ad Sales
A Buongiorno company

6. Facebook
A Buongiorno company

7. Why does your Company need Facebook?
1. 500m users in the world. This makes Facebook as large as worlds third country
2. Strong engagement platform: An average Facebook user spends 55 minutes per day
on Facebook, logs in twice a day and 50% returns daily
3. Facebook makes Google nervous. In March 2010 Facebook.com surpassed
Google.com in visits (US).
4. Facebook fans spend more money, are loyal and create word of mouth:
• Facebook fans spend more money ($71.84 per year more than non-fans)
• Fans are more loyal in continuing using a brand (28 % more likely than non-
fans)
• Fans recommend your product to other fans (41 % more likely than non-fans)
Facebook has 500m users who constantly share who they are, where they
live, what they like and what they want
So take part in the conversation!
A Buongiorno company

8. Facebook penetratie Nederland – October 2010
Number of Facebook users
in The Netherlands:
2 993 120
User Growth: Facebook Netherlands
User age: 71% between
User Age Distribution: Facebook 18-44
Netherlands
• Men: 1.438.880
• Women: 1.488.620
A Buongiorno company

9. The Facebook ecosystem 9
Social ads
Facebook offers the possibility to reach
only the target audience that is relevant for
your Brand/Promotion. Targeting can ben
The Like Button based on many demographic variables and
When you click on the “like” button, a social interests, and they can promote fb
link to that page is added to your Pages, Applications or external resources.
Facebook Profile and a story is shared
with your friends
Updates
That page can also keep you updated through News feed
your News Feed
Applications
Facebook Pages
Building an application on Facebook gives
Pages are the best way for brands to
you the opportunity to deeply integrate into
connect with their audience and create a
the core Facebook experience and create a
community. Once a user connects to a
seamless experience as users browse
brand page, the page can communicate by
Facebook.
sending updates on the User’s wall
A Buongiorno company

10. Get started with a fanpage!
A Buongiorno company

11. Using Fanpages for interaction
• Brands can create a presence with a fan page that looks and behaves like User Profiles
to connect and engage with customers and amplify their voice to their friends.
• Your Facebook page is a mini community which you have to keep alive with social
actions to engage your fans. Thereby you create interaction which equals viral marketing
A Buongiorno company

12. Fan Pages: actions
Pages can embed different custom elements (Video, Images, User Generated content,
polls, applications forms, reviews …) in tabs to make the users experience more
engaging, stimulate interaction and trigger the viral effect
A Buongiorno company

13. Fan pages: Engaging your fans on facebook with applications
• Applications are designed to enhance the user experience on Facebook with
engaging games and useful features like Events and Photos.
• Users can interact with applications and share their actions with their
friends, giving more visibility and triggering the viral effect.
A Buongiorno company

14. Fan pages: 12 reasons for fans to “like” a company page
1. to receive discounts and promotions 40%
2. to show my support for the company to others 39%
3. to get a “freebie” 36%
4. to stay informed about the activities of the company 34%
5. to get updates on future products 33%
6. to get updates on upcoming sales 30%
7. for fun or entertainment 29% 39 % becomes a fan for brand
8. to get access to exclusive content 25% affilliation reasons
9. someone recommended it to me 22%
10. to learn more about the company 21%
11. for education about company topics 13%
12. to interact 13%
(Bron: ExactTarget 25 augustus 2010)
A Buongiorno company

15. Fan Pages: Insights 15
• Brands can monitor their facebook community through a set of detailed
metrics about fans and their behavior within the page.
• Several insights are available to page owners:
• Demographics
• Countries/Cities/Languages
• Fans growth
• Media consumption
• Page views
• … A Buongiorno company

16. How do I get fans?
GET FANS!
A Buongiorno company

17. Facebook advertising– A new way of targeting
Unlike “traditional” online display advertising, facebook
social ads are targeted on the user’s profile rather than on the
properties they might visit: is therefore possible to show ads
to specific groups of users based on their behavior and the
personal information they share on the site, raising
consistently the advertising efficacy.
Structured Unstructured
Location Activities
Age/Birthday Interests Facebook users can be
Gender Music reached by detailing
Education TV
adverts on their profile
through a wide array of
Workplace Movies
structured/unstructured
Relationship Books
targeting variables
Sexual
Groups
Preference
Language Applications
A Buongiorno company

18. Facebook Rest-of-side Ads
Standard
can link to an
external URL or
within Facebook
Event
Links to Event
Page. Users can
RSVP straight from
the ad
These ads follow the user as they
Connection navigate Facebook. They appear
Links to the Facebook
Page. Users can Like
everywhere except for the
the page straight Homepage
from the ad
A Buongiorno company

19. Premium Ads on the homepage
A Buongiorno company

20. Premium ads
These engagement ads appear on the Facebook homepage. They generate a Newsfeed
story on the Notification Wall and create a big viral effect due to the recommendations
users see from your friends. Premium ads can be displayed as a reach block (homepage
takeover for a day) or targeted based on cpm rates.
Event Ad
Comment Ad
Connection Ad
Like engagement Ad
Sampling Ad (UK, USA and France only) Poll Ad
A Buongiorno company

21. How can B!Digital help you?
B!Digital is preferred partner for
Facebook advertising
Facebook NL & BE.
• Advice
- How to build a successful Facebook campaign Facebook appointed 2 Account
• Buying Managers to B!Digital NL, which
- Give estimations for the expected amount of means we have 24/7 support.
clicks/views
- Billing Facebook Our ad management interface is
- Setting up premium ad campaigns integrated with the Facebook API
and is the most sophisticated
• Campaign management
management and optimization tool
- Analyzing for social advertising.
- Monitoring
- Optimizing: Intelligent targeting, target on B!Digital delivers performance
friends of “likes” based advertising upon superior
Fan pages targeting and dynamic messaging
• Design and development
• Applications and gadget implementations
• F Connect (connecting websites to Facebook)
• Building and moderate communities
A Buongiorno company

22. Click to edit Master title style
Cases
A Buongiorno company

23. Miss Sixty by B!Digital
B!Digital developed a social strategy for Miss Sixty. A rich-content, interactive Public Page, as well as
regular text, photo and video updates to Fans have allowed Miss Sixty to reach a combined user base
of 45 000 Fans in only 3 months.
Use of a vanity URL to
encourage users to
bookmark the fan page
and make it memorable to
improve return visits.
Events can be used to put a
time frame on certain
elements of the campaign
keeping the brand front of
mind.
A Buongiorno company

24. 3Italia by B!Digital
3 Italia was looking for a Facebook
strategy to interact with their fans on
Facebook. B!Digital developed a fan
page with a game and application for
Blackberry users. To drive fan rates
several ads were used to promote
the page.
The result were:
• 21.000 fans in only a few weeks.
• Over 100million impressions
Applications/games add
• 10.000 players of the game depth to an offering. They
can also create social
actions which increase the
reach of the page amongst
like-minded users
A Buongiorno company

25. Facebook advertising via mobiel
B!Digital verzorgt het mobiele stemgedeelte van de “Maak de Smaak” campagne van
Lays. Je kunt per dag 1 keer afzonderlijk via mobiel, Hyves en Lays.nl stemmen. Om
de actie ook op Facebook onder de aandacht te brengen heeft B!Digital een mobiele
landingspagina voorgesteld die mobiel verbindt met Facebook.
1 2 3 4
1. Je stuurt een sms met de favoriete smaak naar 4411 en krijgt een sms met de mobiele link m.lays.nl terug. 2.
Vervolgens deel je de actie via Facebook 3. Op je Newsfeed wordt de “Maak de Smaak” post geplaatst 4. Je
vrienden zien de post op mobiel en web en linken door naar www.lays.nl
A Buongiorno company

26. Inspiration: Coca-Cola fan page Amusing video content is one of the easiest
ways of creating viral content on a Facebook
page
Fun, helpful,
shareability? This is
what to think about
when building a
page or application.
The most successful
pages have all three
Downloadable content adds value to
a page, even if the content seems
very simple
A Buongiorno company

27. A selection of advertising cases by B!Digital
Premium ad
A Buongiorno company

28. Contact
Web
www.buongiornodigital.com
Adres
Van Heuven Goedhartlaan 935
1181 LD Amstelveen
Telefoon
+31 (0)20 530 87 60
A Buongiorno company

29. A Buongiorno company