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Building your Brand on Facebook: Pages and Ads - Xavier Leclerc - Le Web Workshop - 12.9.10

Building your Brand on Facebook: Pages and Ads - Xavier Leclerc - Le Web Workshop - 12.9.10

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Learning how to build your business with social using Pages and Ads.
Learning how to build your business with social using Pages and Ads.

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Published by: Facebook on Dec 15, 2010
Copyright:Attribution Non-commercial

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12/12/2015

Building your brand on Facebook: Pages & Ads

Xavier Leclerc Account Executive

Tuesday, December 14, 2010

Facebook Homepage

Tuesday, December 14, 2010

Tuesday, December 14, 2010

Opportunity for your business
Tuesday, December 14, 2010

Connect with your customers
Tuesday, December 14, 2010

Connect with your customers
Tuesday, December 14, 2010

Facebook Pages

Connect with your customers for free

20 million+
people connect to Pages every day

Tuesday, December 14, 2010

Build brands

Tuesday, December 14, 2010

Build brands

Tuesday, December 14, 2010

Build brands
3,898,943 People Like This

Tuesday, December 14, 2010

Word of mouth

Tuesday, December 14, 2010

Word of mouth

Tuesday, December 14, 2010

Tuesday, December 14, 2010

Friends influence friends

Tuesday, December 14, 2010

Pages

Tuesday, December 14, 2010

Facebook Page
Name Profile Picture Status

Blurb Box Wall Real-time updates Fan & Brand content

Tuesday, December 14, 2010

Tuesday, December 14, 2010

Tuesday, December 14, 2010

Facebook Page
• Real-time publishing • Multi-media functionality • Dialogue with users

Tuesday, December 14, 2010

Facebook Page
• Demographic, geographic insights

• Fan engagement with Page

• Fan interaction with posted content

Tuesday, December 14, 2010

Facebook Pages best practices

Tuesday, December 14, 2010

Best Practices about Pages
• Focus on publishing • Keep it simple • Be consistent • It’s all about them • Pace yourself • Be timely and relevant

Tuesday, December 14, 2010

Focus on publishing
10x views in Stream versus Page
1,260 likes 1,545 comments

vs.

22 posts by 20 people

Tuesday, December 14, 2010

Keep it simple
Make content eye-catching, universal, easy to consume

Tuesday, December 14, 2010

Establish a consistent voice

Tuesday, December 14, 2010

Interact with and feature fans
Join the conversation:

Toyota Prius example

Recognise your fans

Lady Gaga example
Tuesday, December 14, 2010

Pace yourself
Pace out your posts to maximize your impact

Publishing calendar

ASOS example: Daily deals

Tuesday, December 14, 2010

Be timely and relevant
Embrace timely opportunities to connect with Fans

Starbucks: New York Times article example

Vitamin Water: LeBron MVP award example
Tuesday, December 14, 2010

Ads

Tuesday, December 14, 2010

. Advertise to increase connections

. Build a Page

. Publish to your network

A new marketing model
Tuesday, December 14, 2010

Develop deep relationships with your audience

Marketplace Ads

Standard

Like

Event

Tuesday, December 14, 2010

Premium Ads

Like Event Video commenting

Poll
Tuesday, December 14, 2010

Sampling

Value of engagement ads

Brand Metric Source: Nielsen Understanding the Value of a Social Media Impressions, April 2010 Action Rate Source: Facebook Internal Q1 2010 Tuesday, December 14, 2010

Value of engagement ads

Brand Metric Source: Nielsen Understanding the Value of a Social Media Impressions, April 2010 Action Rate Source: Facebook Internal Q1 2010 Tuesday, December 14, 2010

Value of engagement ads

68% Ad Recall 2x Message Awareness 4x Purchase Intent

Brand Metric Source: Nielsen Understanding the Value of a Social Media Impressions, April 2010 Action Rate Source: Facebook Internal Q1 2010 Tuesday, December 14, 2010

Value of engagement ads

68% Ad Recall 2x Message Awareness 4x Purchase Intent

Brand Metric Source: Nielsen Understanding the Value of a Social Media Impressions, April 2010 Action Rate Source: Facebook Internal Q1 2010 Tuesday, December 14, 2010

Value of engagement ads

68% Ad Recall 2x Message Awareness 4x Purchase Intent

Brand Metric Source: Nielsen Understanding the Value of a Social Media Impressions, April 2010 Action Rate Source: Facebook Internal Q1 2010 Tuesday, December 14, 2010

Facebook Ads best practices

Tuesday, December 14, 2010

Best Practices about Ads
• Target properly your ads • Use multiple creatives • Be clear • Make good use of images • Avoid ad fatigue

Tuesday, December 14, 2010

Plane ticket
Think outside of the keyword box
Search keywords vs. likes and interests
Tuesday, December 14, 2010

Travel Exploring

Plane ticket

World culture Vacationing Relaxing Eating

Think outside of the keyword box
Search keywords vs. likes and interests
Tuesday, December 14, 2010

Plane ticket

{

Travel Exploring World culture Vacationing Relaxing Eating

Think outside of the keyword box
Search keywords vs. likes and interests
Tuesday, December 14, 2010

Intermaché - Vive les Bébés
Objective
• Promote their campaign with their Facebook Page and recruit connections

Approach
• Launched Facebook Page • Prize draw, tips about babies, special offers included • Targeting women between 25-35, interests mothers

Results
• Reached 100K connections in 2 weeks - now almost 150K

Tuesday, December 14, 2010

Use multiple creatives

Example: home page Reach Block with multiple creatives

Tuesday, December 14, 2010

Tuesday, December 14, 2010

Write simple text

Highlight special offers

Tuesday, December 14, 2010

Write simple text

Highlight special offers

Strong call to action

Tuesday, December 14, 2010

Write simple text

Highlight special offers

Strong call to action

Tell users what to expect

Tuesday, December 14, 2010

Write simple text

Highlight special offers

Strong call to action

Tell users what to expect

Make good use of images
Tuesday, December 14, 2010

Week 1

Week 2

Week 3

Week 4

Avoid ad fatigue
Tuesday, December 14, 2010

Engagement
week 1

week 2

week 3

week 4

week 5

week 6

Avoid ad fatigue
Tuesday, December 14, 2010

Social media changes everything.

The world is rapidly going social.

Facebook allows you to connect with your consumers.

Tuesday, December 14, 2010

Questions

Tuesday, December 14, 2010

(c)

Facebook, Inc. or its licensors.  "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. .

Tuesday, December 14, 2010

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