Facebook is now friends with

11 months ago
Our Sales Vision We’re Here To
Reinvent How
Brands and
Consumers Relate
To Each Other
 Facebook Users Growth

*Data as of 14 Jan 2012

* Source: Facebook internal data
 Facebook Penetration

*Data as of 14 Jan 2012

* Source: Facebook internal data & http://www.internetworldstats.com/
 Facebook Indonesia

Monthly active users : 50.4 million

Weekly active users : 40.1 million
Daily active users : 26 million
Access through PC : 50,400,000
Access through mobile : 36,000,000
Facebook Indonesia

Average time spent per user : 23 minutes / day

Users that use photos : 37.7 million
Users that play games : 13.8 million
Engagement average rate : 2 – 5%
Average Fans growth/month : 22,500 – 25,000
It’s About
Relationships
Aswin attended Jakarta marathon.
Comment • Like

Aswin likes TechCrunch fanpage.

Extensive and Authentic Targeting
Structured Unstructured
• Location • Activities
• Age/Birthday • Interests
• Gender • Music
• Education • TV
• Workplace • Movies
• Relationship • Books
• Sexual • Groups
Preference
• Applications
• Language
• Connections
• Status
updates
 Demographic Data

*Data as of February 7, 2012

 Facebook Page Monthly Website Visitors

18,500,000 Facebook
Likes 1,800,000 Website
Visitors

19,600,000 Facebook
Likes 270,000 Website
Visitors

Facebook Website
15,100,000 Likes 290,000 Visitors

Facebook Website
9,640,000 Likes 430,000 Visitors

* Source: DBM/Scan Likes as of September 2010; Visitor numbers Compete (US-only data), August 2010
It’s About Being Social
 Social Media
“We looked at it not as a spend
but an investment”
Ricky Engelberg Director Digital Nike

Traditional Media
 Social Media Drives Advocacy

Category Interest
 Strengthens loyalty
Path to Purchase

Brand Awareness

Brand Consideration  Influences others

Brand Purchase  Builds credibility

Brand Advocacy
 Increases relevance

The role of advocacy is to overcome ‘Path to

Purchase’ barriers
 Facebook Marketing System

Pages Ads Platform

Make Connections & Drive Awareness, Create a Social &

Enable 2-Way Dialogue Advocacy, & Community Participatory Experience
Fans are more valuable when they
impact their friends
Facebook population

Friends of fans
15M friends

My friend likes this brand

Fan base
Ads with friends 50K fans

US data
This is the NEW word of mouth – it is
twice as effective

1.6X
lift in brand recall

2X VS
lift in message awareness

4X Meg Griffing Sloan, Becca Foy, and

14 other friends like Heineken
lift in purchase intent

Source: Nielsen
Value of Fans
 Let’s Strategize
Marketing Calendar
February March April May June July August September October November December

Q4 Promotop Arthur’s Day

I Phone App Collectables
15 May to June 30

Brand Initiative

Reach Poll Ad Arthurs day poll

block Like Ad 5 ads
Ads Cap25+
5 cap Like Ad
target
Males
25+Ads in our market place and rotate creative as
Like
Like Ad much as possible (by $2500)

Promoting
Showcase the 4 models
Asking questions which do you like the best
Where do you get it?
Hertidage of them

Polling on favorite
Event invites 7 to 10 days priior

Page Content
Updates based on World Cup content, live chats, John Barnes, Games etc

Page Insights Ad Ad End of Year Ad

to establish Effectiveness Effectiveness Page Insights Effectiveness
targeting Study Study on Tier 2 and pulse Study?
only
Page Insights
and pulse for
Phase 3
campaign
targeting
Understand
 Should you create an application?

20%
Budget to
build app

80%
Budget to
promote it

Do people already engage

Do you have an Do you have budget with your business on an
audience? to promote it? ongoing basis?
Difficult conversations
•Don’t shut down the conversation

• Steer them in another direction instead

• Be creative and conversational
• Contained and isolated problem?

• Scenario:
• “Jenny Smith: all your food does is make us fat”
• “Phil Miles: your snacks are bad for people’s health”

Response:
• Incorporate food facts into publishing
• Create a food facts tab on your page
•Be open, honest & transparent

• Tell fans why you’re removing comments

• Authenticity builds trust
Please contact us for more information!

Aswin Regawa
Menara DEA
Mezzannine Floor Zone B2
Jl. Mega Kuningan
Barat Kav.E.4.3 No. 1
Jakarta Selatan 12950

Tel : +62 21 576 2672

Mobile : +62 816 756 111
Fax : +62 21 576 2673
Email : aswin.r@admaxnetwork.com