On May 3rd, 2011 MakeMeReach explained how to set up a marketing strategy on Facebook at the conference of the Chamber of Commerce and Industry in Paris.
For people who was not present, let us show you our presentation in 7 points :
- Creation of a fan page
- What is a fan page and how to animate ?
- Applications and Viral Dynamics
- Efficient use of social plug-ins
- How communicate about its fan page ?
- Media campaigns
- Community Management
2. 1
PRESENTATION
OF FACEBOOK
2
PAGES
3
APPLICATIONS
COMMUNITY
AND VIRAL
MANAGEMENT
DYNAMICS
Facebook, a marketing tool for your company
4
5
EFFICIENT USE
FACEBOOK
OF SOCIAL
AND
PLUG-INS
ADVERTISING
2
3. Introduction
CREATION
CREATION
OF A FAN PAGE
OF AN
APPLICATION
Establishing a
360° strategy
VIRAL
COMMUNITY
PHENOMENON
MANAGEMENT
MANAGEMENT
3
4. 1
PRESENTATION
PRÉSENTATION
OF FACEBOOK
DES PAGES
2
FACEBOOK
PAGE
3
APPLICATIONS
COMMUNITY
AND VIRAL
MANAGEMENT
PHENOMENON
Presentation of Facebook Pages
4
5
EFFICIENT USE
FACEBOOK
OF SOCIAL
AND
PLUGINS
ADVERTISING
4
5. 1. Presentation of Facebook Pages
§ What is a « fan » page ?
§ Why develop a Facebook page ?
§ Elements of advices for your page
• Launch
• Content
• Management
§ Examples of pages
5
6. 1. Presentation of Facebook Pages
What’s a Facebook page ?
1. Name and type of page (+url)
1
2
2. « Like » button
3. Profile picture 4
10
4. Emphasized image
5. Tabs 3
6. Presentation
7. Fans
8. Tools
9. Wall
10. Social links 5
9
6
7
8
6
7. 1. Presentation of Facebook Pages
What’s a Facebook page ?
Differences between a Facebook profile, a group and a Facebook page.
Profile
Group
Page
A
maximum
of
5000
friends
No
limit
regarding
the
No
limit
regarding
the
number
of
members
number
of
members
Private
inbox
messages
«
Closed
»
communicaEon
Advanced
staEsEcs
PublicaEons
on
wall
PublicaEons
on
wall
PublicaEons
on
wall
Friend
request
Adding
friends
whitout
Page
suggesEons
validaEon
Short
Urls
Low
visibility
Short
Urls
Not
revelant
for
a
brand
Not
relevant
for
a
brand
AcEvity
noEficaEons
7
8. 1. Presentation of Facebook Pages
What’s a Facebook page ?
Former « fan pages ».
Possibility of « liking » the page.
The act of « liking » creates a link
between the user’s page and what
we call the social graph.
Creation’s screen of Facebook page
8
9. 1. Presentation of Facebook Pages
Why create a Facebook page ?
§ To be present, generate visibility
§ Create a community, to recruit prospect clients
§ To generate « Fans », ambassadors for your brand and
product
§ Improve your brand image
§ Being able to react and cover a « bad buzz »
§ Friends of clients are also your clients
9
10. 1. Presentation of Facebook Pages
Why create a Facebook page ?
Why do visitors of a Facebook page become « fans » ?
(several possible answers)
40% in order to receive offers and discounts
39% to show others their preference for that brand
34% to stay tuned on the brand’s current news
33% to get updates and information on the future products
29% for fun and entertainment
25% to access exclusive content
22% following a friend’s suggestion
21% to learn more about the company
13% to interact
10
11. 1. Presentation of Facebook Pages
Element of advice for your page: The launch
Choose the name of your page, then its customize URL
§ What do you wish to emphasize ?
§ Are you creating a community revolving around a brand or a
product?
Cauet
Example : NRJ radio on
NRJ
• One NRJ pages (700 000+ fans)
The
6/9
of
• One Cauet pages (300 000+ fans) Nikos
One 6/9 page (185 000+ fans)
• Local pages with customized animations Etc.
11
12. 1. Presentation of Facebook Pages
Element of advice for your page: The launch
Getting people to know your fan page:
§ On your website
§ In your newsletters
§ In your email signatures
§ On your documents
§ Etc.
Making sure you develop as much information as you can about your
Facebook page.
§ Think of web browsers (Google and Facebook)
§ Think of the future fans
Create an appealing homepage (landing page)
Develop a media plan for the launch (ex: advertisement on Facebook)
12
13. 1. Presentation of Facebook Pages
Element of advice for your page: The launch
Create an attractive landing page
§ Encourage visitors to « like » your
page and limit its content
§ Explain the advantages (short or
long term) on becoming a « fan » of
your brand or product
§ Introduce yourself:
Who are you? What do you offer?
§ No external links
13
14. 1. Presentation of Facebook Pages
Element of advice for your page: The launch
Think of present, past and future fans.
What you publish on your page’s wall then appear on your fans’ home page.
Use applications on your page (cf. applications).
More details in the « community management » part of the presentation.
14
15. 1. Presentation of Facebook Pages
Element of advice for your page: The management
Use community management tools to manage your fan page.
Study your page’s statistics:
§ Number of fans/new fans
§ Most viewed tabs
§ External references
§ Demographics
• Age and gender
• City, Country, Language
§ Interactions (likes, comments)
15
20. 1
PRESENTATION
OF FACEBOOK
2
PAGES
3
APPLICATIONS
LES
COMMUNITY
APPLICATIONS
AND VIRAL
MANAGEMENT
ETDYNAMICS
LA VIRALITÉ
Applications and viral dynamics
4
5
EFFICIENT USE
FACEBOOK
OF SOCIAL
AND
PLUG-INS
ADVERTISING
20
21. 2. Applications and viral dynamics
§ What is an application ?
• On Facebook
• On a « fan » page
• On a website
• On mobile phone (smartphone)
§ Viral dynamics : explanation of the
concept
§ Some rules to follow
21
22. 2. Applications and viral dynamics
What is an application ?
An application allows to develop an operation or a game
integrated into the user’s experience.
It is integrated to the Facebook Social Graph by allowing
an interaction between users’ information and
relationships on the network.
Your applications can, among other things, use the user’ birth date, thier friends
list, their hobbies, the places they visited, their pictures, events, statuses,
videos, etc…
22
23. 2. Applications and viral dynamics
What is an application?
A Facebook application integrates itself within the platform and is completely
transparent.
23
24. 2. Applications and viral dynamics
What is an application?
A Facebook application page is integrated within the page as an extra tab. Example
of such tab, with the Twitter application:
24
25. 2. Applications and viral dynamics
What is an application?
There are numerous applications you can install on a fan page:
§ Youtube Videos
§ Twitter
§ Polls
§ RSS data
§ Musical player
§ Etc.
It is also possible to create customized tabs (home tab, website integration, games,
etc…)
25
26. 2. Applications and viral dynamics
What is an application?
An application on a Facebook page is integrated within the page as an extra tab.
Example of customized tab:
26
27. 2. Applications and viral dynamics
What is an application?
Other example of a customized tab:
27
28. 2. Applications and viral dynamics
What is an application?
An application on a website integrates the Facebook graph within a regular
website. Example: use of Facebook statuses
28
29. 2. Applications and viral dynamics
What is an application?
Results from publishing on Facebook
29
30. 2. Applications and viral dynamics
What is an application?
A mobile phone application integrates the Facebook graph within a mobile phone.
Example: on Androïd, Apple OS (Iphone), Windows Phone, Web.
30
31. 2. Applications and viral dynamics
Viral mechanisms explained
Virality is an application’s capacity to spread on the
network.
One should not mix up virality and SPAM
The imposition of sharing is not an adequate strategy.
The user should feel the actual will to share the
application, whether it be directly.
A few examples of indirect mechanisms:
§ Players ranking
§ Viral videos
§ Team games and community mechanisms
31
35. 2. Applications and viral dynamics
A few rules to be respected
A few policies and terms of use are imposed by
Facebook to keep:
§ A platform with only few spam
§ An enjoyable user experience
The violation of such rules may lead to your application
or fan page being shut down.
There are a few things which are technically doable,
but which are not allowed by Facebook.
35
36. 2. Applications and viral dynamics
A few rules to be respected
For example your may not:
§ Create a contest game directly on a fan page’s wall
(inside a status for example)
§ Post a message on a user’s wall without notifying the
user of that action
§ Posting advertisement on a wall on within the tabs of
a fan page
§ Rewarding or limiting certain actors, following a viral action such as inviting a
friend.
It is a rather long list, which makes it necessary to collaborate with people
with perfect knowledge and comprehension of these « terms of use ».
36
37. 1
PRESENTATION
OF FACEBOOK
2
PAGE
3
3
APPLICATIONS
COMMUNITY
LE
AND VIRAL
MANAGEMENT
COMMUNITY
DYNAMICS
MANAGEMENT
Community Management
4
5
EFFICIENT USE
FACEBOOK
OF SOCIAL
AND
PLUG-INS
ADVERTISING
37
38. 3. Community management
§ Community management ?
• Definition
• What for?
§ Defining a community strategy
• Which objectives ?
§ The community manager’s missions
38
39. 3. Community management
What is community management?
Context: an environnement in evolution
with the development of Web 2.0, to which
brands have to adapt.
§ Internet users are not spectators
anymore: they have become actors.
They now wish to express themselves
and speak up.
§ Conversations are now more crucial
than brands.
39
40. 3. Community management
What is community management?
Community management is the construction and management of a sustainable
and quality relationship with Internet users, via the creation of a community.
• On average 55 minutes spent online every day
• 1 profile out of 3 is a fan of least one brand
• 1 single posted message is on average read by 120 people
40
41. 3. Community management
What is community management?
Increase visibility Strengthering the brand
premium image
Being a reactive brand
and limiting bad publicity
Prospection and
strengthering of a client Better web referencing
base Multiplication of links towards
Offer of exclusive content / the brand and its products
development of individual
relationships
41
42. 3. Community management
Defining a community strategy
One should thus ask oneself the right questions, in the right order !
The creation of a community always starts with the definition of a target, as well
as with attainable quantitative and qualitative objectives.
Which For what target, To reach what
Positioning ? with a specific objectives ?
wording ?
42
43. 3. Community management
Defining a community strategy
What are the qualitative and quantitative objectives to be reached?
Qualitative Quantitative
§ Fame § Interactions
§ Visibility § Evolution
§ Image § Activity
43
44. 3. Community management
The community manager’s missions:
Keeping an eye Customized
on things
Animating Moderating
44
45. 3. Community management
The community manager’s missions: keeping an
eye on things
• Keeping an eye on creation of unofficial groups or fan
pages about your brand or produts.
• Regularly doing a competition study on your
competitors’ community management.
• Following the updates of Facebook’s terms of use, and making sure your
organization is indeed in compliance with them.
• Noticing the best fans and ambassadors for your brand.
45
46. 3. Community management
The community manager’s missions: animating
• Setting up an editorial calendar ad community
management charter.
• Starting the dialogue with the community, in order to
become a close and conversational brand. Do not
hesitate to thank, quote, put fans under the
spotlight and respond to their comments and
messages.
• Maintaining a regular activity in order to give your
brand a long-term livelihood and a permanent
presence on social networks.
46
47. 3. Le community management
The community manager’s missions: customized
• Customizing your page in order to
allow the fans’ identification (profile
picture, creation of a theme, etc.)
• Creating quality content that is both
exclusive and original (status, picture,
video, discussion)
47
48. 3. Community management
The community manager’s missions: moderating
• Setting up a moderation charter defining the rules
to be respected on the page, by both the community
manager and the fans.
• Applying these rules to the page daily.
• Noticing and tracking fake accounts.
• Deleting interventions that no respect the pre-established charter, and
blocking the users regularly writing disrespectful comments.
• Being transparent in your responses to fans and intervening in the event of a
crisis.
48
49. 1
PRESENTATION
OF FACEBOOK
2
PAGE
3
APPLICATIONS
COMMUNITY
AND VIRAL
MANAGEMENT
DYNAMICS
Use of social plugins
4
5
EFFICIENT USE
UTILISATION
FACEBOOK
OF SOCIAL
EFFICACE
AND
DES PLUGINS
PLUG-INS
ADVERTISING
SOCIAUX
50. 4. Efficient use of social plugins
§ Concept of social plugins
§ The numerous social plugins
§ Like button
§ Send button
§ Comments box
§ Like box
§ Login & Registration
§ Activity Feed & Recommendations
§ Live Stream
§ Statistics and optimisation
50
51. 4. Efficient use of social plugins
Concept of social plugins
Social plugins are elements to be integrated into your website.
They allow to socialize your website, and give you the opportunity to increase
your viral and social capacity.
There were 8 only a year ago, and there are 10 now. The possibilities they offers
and thier diversity are always increasing.
The most famous is the « like button », but the way it works is still very often
misunderstood.
51
52. 4. Efficient use of social plugins
The numerous social plugins
The like button makes your website more social
52
53. 4. Efficient use of social plugins
The numerous social plugins
The « like » button increases your social referencing
53
54. 4. Efficient use of social plugins
The numerous social plugins
Send button
54
55. 4. Efficient use of social plugins
The numerous social plugins
Send button
55
56. 4. Efficient use of social plugins
The numerous social plugins
Comment box
56
57. 4. Efficient use of social plugins
The numerous social plugins
Like box
It is the link between your Facebook page and your
website.
Among other things, it offers::
§ A button to « like » the page
§ A news feed
§ Customizable height and colours
§ The best « like » buttons
57
58. 4. Efficient use of social plugins
The numerous social plugins
Login
58
59. 4. Efficient use of social plugins
The numerous social plugins
Registration
59
60. 4. Efficient use of social plugins
The numerous social plugins
Activity feed & recommandation
60
61. 4. Efficient use of social plugins
The numerous social plugins
Live stream
61
62. 4. Efficient use of social plugins
Statistics and optimisations
Statistics
Possibility to find out:
• The number of « likes » on the website
• The sharing and publishing rates
• Return rates
• Global transformation
62
63. 1
PRESENTATION
TO
2
FACEBOOK
PAGES
3
APPLICATIONS
COMMUNITY
AND VIRAL
MANAGEMENT
DYNAMICS
Advertisement on applications
4
5
EFFICIENT USE
ADVERTISEMENT
FACEBOOK
OF
ON
ET LA
SOCIAL
APPLICATIONS
PUBLICITÉ
PLUGINS
63
65. 5. Advertisement on applications
What is a Facebook advertising platform?
A Facebook advertising platform is the link between advertisers willing to promote
their campaigns and publishers willing to monetize their applications
65
66. 5. Advertisement on applications
What is an Ad Provider Facebook platform?
Facebook imposes a good behavior policy to platforms:
• Not to promote borderline (erotica, etc.) or illegal campaigns
(betting games, scams such as « Become rich instantly » etc)
• Propose clear offers that never lead the user astray
• Never to use data obtained indirectly through Facebook or directly through monetized
applications
• Obligation to add a way for the user to complain for each advertisement, in order for the user
to have a right to denounce immoral or illegal actions.
IF THESE CONDITIONS ARE NOT RESPECTED,
THE PLATFORM CANNOT BE ACKNOLWDEGED
FACEBOOK ADPROVIDER
66
67. 5. Advertisement on applications
Concept of advertisement on applications
Publishers Advertisers
67
68. 5. Advertisement on applications
Traffic :
Strong Diversified Targeted
+10 million Great number of Highly qualified
MAUs* applications with audience thanks to
different themes each application’s
(General Culture, specificities
Gaming, etc.)
*Source MakeMeReach
68
69. 5. Advertisement on applications
The traffic’s users :
Loyal Active Influential
Voluntary action to Very high connection The application’s
install the time: 25 min on virality
application, user’s average encourages friends
interest for its theme to play, and thus
watch the
advertisement
*Source Kobojo
69
70. 5. Advertisement on applications
Innovation in application advertising
Users Material Audience
+20 millions Fun, based on More committed
Facebook users in entertainment than on an ordinary
France and +600 website
millions
throughout the
world*
*Source Facebook
70
71. 5. Advertisement on applications
Innovation in application advertising
Acquisition Format Promotion
New acquisition lit Attractive formats Promotion of
like emailing or diplay (Video, big banner, application targetting
on a classic website. media rectangle…) on users who already
key areas, in a game installed an application
preload for example.
71
72. 5. Advertisement on applications
Advertising Formats
Application download zone:
Preload
Medium Rectangle
300 x 250
Example of the Goobox
application
72
73. 5. Advertisement on applications
Advertising Formats
Display zone during the game
Megabanner
& Medium Rectangle
Example of the Le Plus Grand
Quiz de France application
73
74. 5. Advertisement on applications
Advertising Formats
Zone de téléchargement du jeu :
Preload
Medium Rectangle
300 x 250
Exemple sur l’application
Footmasterz
74
75. 5. Advertisement on applications
Advertising Formats
The application’s hompage zone:
Top Home
Megabanner
728 x 90
Example of the Footmasterz
application
75
76. 5. Advertisement on applications
Advertising Formats
The application’s hompage zone:
Top Home
Medium Rectangle
300 x 250
Example of the Goobox
application
76
77. 5. Advertisement on applications
Advertising Formats
The application’s hompage zone:
Top + Bottom Home
Megabanner
& Medium Rectangle
Example of the Le Plus Grand
Quiz de France application
77
78. 5. Advertisement on applications
Advertising Formats
Display zone during the game
Megabanner
728 x 90
Example of the Goobox
application
78
79. 5. Advertisement on applications
Advertising Formats
Display zone during the game
Megabanner
& Medium Rectangle
Example of the Le Plus Grand
Quiz de France application
79
80. 5. Advertisement on applications
Opportunities
Becoming a primary Target highly active
actor on an essential Generate traffic on your
communities, with a real
material that is still not website or on your
interest in your product
too operated on. Facebook application
or offer
80
81. 1
PRESENTATION
TO
2
FACEBOOK
PAGES
3
COMMUNITY
APPLICATIONS
MANAGEMENT
AND VIRAL
DYNAMICS
Introducing MakeMeReach
4
5
FACEBOOK
EFFICIENT USE
AND
OF SOCIAL
ADVERTISING
PLUGINS
MAKEMEREACH
81
82. MakeMeReach
MakeMeReach is the number one advertising platform for Facebook
applications in France.
Created in September 2009, it has become a Facebook Adprovider in 2011.
After creating its own advertising platform, MakeMeReach developed its
offer by creating a Social Media Marketing department and offering to
develop Facebook applications, to create, animate, and promote
Facebook pages.
Today, MakeMeReach works with more than twenty employees and
collaborates with such premium brands as Oasis, BNP Paribas, NRJ,
Renault and L’Oréal.
82
83. MakeMeReach
Advertising platform Creation of applications
Number 1 French platform on Facebook Contests, multi-player games, virality, etc.
Acknowledged Facebook Ad Provider
Creation of Facebook Pages
Publishers Integration of customized and dynamic content
Managing & monetizing applications Integration of applications within the Facebook
Page
Advertisers
Campaign promotion, Community Management
traffic and virality creation etc.
A few references
Diffusion Zones
83