SlideShare a Scribd company logo
1 of 84
Download to read offline
A marketing tool for your
company




                       1	
  
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	
  
Introduction

            CREATION	

               CREATION 	

          OF A FAN PAGE	

              OF AN	

                                     APPLICATION	





Establishing a
360° strategy


              VIRAL 	

                                      COMMUNITY	

           PHENOMENON 	

                                     MANAGEMENT	

           MANAGEMENT	





                             3	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
1. Presentation of Facebook Pages

Examples of pages




                     16	
  
1. Presentation of Facebook Pages

Examples of pages




                     17	
  
1. Presentation of Facebook Pages

Examples of pages




                     18	
  
1. Presentation of Facebook Pages

Examples of pages




                     19	
  
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	
  
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	
  
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	
  
2. Applications and viral dynamics
What is an application?
A Facebook application integrates itself within the platform and is completely
transparent.




                                      23	
  
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	
  
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	
  
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	
  
2. Applications and viral dynamics
What is an application?
Other example of a customized tab:




                                     27	
  
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	
  
2. Applications and viral dynamics
What is an application?
Results from publishing on Facebook




                                      29	
  
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	
  
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	
  
2. Applications and viral dynamics
Viral mechanisms explained
Publication mecanisms




                        32	
  
2. Applications and viral dynamics
Viral mechanisms explained
Invitation mechanisms




                        33	
  
2. Applications and viral dynamics
Viral mechanisms explained
Ranking mechanisms




                       34	
  
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	
  
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	
  
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	
  
3. Community management

         §  Community management ?
           •    Definition
           •    What for?

         §  Defining a community strategy
           •    Which objectives ?

         §  The community manager’s missions




                        38	
  
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	
  
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	
  
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	
  
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	
  
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	
  
3. Community management
The community manager’s missions:
          Keeping an eye            Customized
            on things




            Animating               Moderating




                           44	
  
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	
  
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	
  
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	
  
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	
  
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
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	
  
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	
  
4. Efficient use of social plugins
The numerous social plugins
The like button makes your website more social




                                    52	
  
4. Efficient use of social plugins
The numerous social plugins
The « like » button increases your social referencing




                                      53	
  
4. Efficient use of social plugins
The numerous social plugins
Send button




                       54	
  
4. Efficient use of social plugins
The numerous social plugins
Send button




                       55	
  
4. Efficient use of social plugins
The numerous social plugins
Comment box




                       56	
  
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	
  
4. Efficient use of social plugins
The numerous social plugins
Login




                       58	
  
4. Efficient use of social plugins
The numerous social plugins
Registration




                       59	
  
4. Efficient use of social plugins
The numerous social plugins
Activity feed & recommandation




                                 60	
  
4. Efficient use of social plugins
The numerous social plugins
Live stream




                       61	
  
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	
  
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	
  
5. Advertisement on applications

           §  Advertisement on applications
             §    Concept
             §    Quality Traffic
             §    Innovation
             §    Advertising formats
             §    Opportunities




                           64	
  
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	
  
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	
  
5. Advertisement on applications
Concept of advertisement on applications


     Publishers                    Advertisers




                       67	
  
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	
  
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	
  
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	
  
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	
  
5. Advertisement on applications
Advertising Formats
Application download zone:
Preload


Medium Rectangle
300 x 250

Example of the Goobox
application




                             72	
  
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	
  
5. Advertisement on applications
Advertising Formats
Zone de téléchargement du jeu :
Preload


Medium Rectangle
300 x 250

Exemple sur l’application
Footmasterz




                                  74	
  
5. Advertisement on applications
Advertising Formats
The application’s hompage zone:
Top Home


Megabanner
728 x 90

Example of the Footmasterz
application




                                  75	
  
5. Advertisement on applications
Advertising Formats
The application’s hompage zone:
Top Home


Medium Rectangle
300 x 250

Example of the Goobox
application




                                  76	
  
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	
  
5. Advertisement on applications
Advertising Formats
Display zone during the game


Megabanner
728 x 90
Example of the Goobox
application




                               78	
  
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	
  
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	
  
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	
  
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	
  
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	
  
MakeMeReach




                             www.facebook.com/MakeMeReach
                             www.twitter.com/MakeMeReach




 Pierre-Lou DOMINJON                               Anne-Charlotte TOSDU
 Social Media Marketing Manager                    Advertising Director


   pierrelou@makemereach.com                       actosdu@makemereach.com
        Tél : +33 1 79 97 17 80                    Tél : +33 1 79 97 17 69
          Fax : +33 1 79 97 17 79                  Fax : +33 1 79 97 17 79



                                        84	
  

More Related Content

What's hot

Social media and sports workshop 14 september 2010
Social media and sports workshop 14 september 2010Social media and sports workshop 14 september 2010
Social media and sports workshop 14 september 2010Giles Bryan
 
ROI of Social Media @ India Search Summit 2010
ROI of Social Media @ India Search Summit 2010ROI of Social Media @ India Search Summit 2010
ROI of Social Media @ India Search Summit 2010Sorav Jain
 
Ogilvy On: Facebook for Business
Ogilvy On: Facebook for BusinessOgilvy On: Facebook for Business
Ogilvy On: Facebook for BusinessOgilvy Consulting
 
How to improve your brand reputation with social media
How to improve your brand reputation with social mediaHow to improve your brand reputation with social media
How to improve your brand reputation with social mediaZipipop Freud
 
Facebook cheat sheet for writers
Facebook cheat sheet for writersFacebook cheat sheet for writers
Facebook cheat sheet for writersShennandoah Diaz
 
Social Media Essentials -- Facebook
Social Media Essentials -- FacebookSocial Media Essentials -- Facebook
Social Media Essentials -- FacebookSandra Fernandez
 
How to make the page in facebook
How to make the page in facebookHow to make the page in facebook
How to make the page in facebookKyung Rog Kim
 
Facebook platform - what facebook can do for your business
Facebook platform - what facebook can do for your businessFacebook platform - what facebook can do for your business
Facebook platform - what facebook can do for your businessTommy Leung
 
Facebook Pages
Facebook  PagesFacebook  Pages
Facebook PagesUrvi Mehta
 
Virtual Class: Raising Visibility // Week 3
Virtual Class: Raising Visibility // Week 3Virtual Class: Raising Visibility // Week 3
Virtual Class: Raising Visibility // Week 3KDMC
 
Social Studies: Facebook Timeline for Brands
Social Studies: Facebook Timeline for BrandsSocial Studies: Facebook Timeline for Brands
Social Studies: Facebook Timeline for BrandsPeriscope
 

What's hot (16)

Facebook whitepaper
Facebook whitepaperFacebook whitepaper
Facebook whitepaper
 
Social media and sports workshop 14 september 2010
Social media and sports workshop 14 september 2010Social media and sports workshop 14 september 2010
Social media and sports workshop 14 september 2010
 
ROI of Social Media @ India Search Summit 2010
ROI of Social Media @ India Search Summit 2010ROI of Social Media @ India Search Summit 2010
ROI of Social Media @ India Search Summit 2010
 
Ogilvy On: Facebook for Business
Ogilvy On: Facebook for BusinessOgilvy On: Facebook for Business
Ogilvy On: Facebook for Business
 
How to improve your brand reputation with social media
How to improve your brand reputation with social mediaHow to improve your brand reputation with social media
How to improve your brand reputation with social media
 
Facebook cheat sheet for writers
Facebook cheat sheet for writersFacebook cheat sheet for writers
Facebook cheat sheet for writers
 
Social Media Essentials -- Facebook
Social Media Essentials -- FacebookSocial Media Essentials -- Facebook
Social Media Essentials -- Facebook
 
20 pitfalls to avoid when using facebook for branding
20 pitfalls to avoid when using facebook for branding20 pitfalls to avoid when using facebook for branding
20 pitfalls to avoid when using facebook for branding
 
About Face 1.3
About Face 1.3About Face 1.3
About Face 1.3
 
How to make the page in facebook
How to make the page in facebookHow to make the page in facebook
How to make the page in facebook
 
Facebook Branding
Facebook BrandingFacebook Branding
Facebook Branding
 
Facebook platform - what facebook can do for your business
Facebook platform - what facebook can do for your businessFacebook platform - what facebook can do for your business
Facebook platform - what facebook can do for your business
 
Facebook Pages
Facebook  PagesFacebook  Pages
Facebook Pages
 
Facebook Cheat Sheet for Writers
Facebook Cheat Sheet for WritersFacebook Cheat Sheet for Writers
Facebook Cheat Sheet for Writers
 
Virtual Class: Raising Visibility // Week 3
Virtual Class: Raising Visibility // Week 3Virtual Class: Raising Visibility // Week 3
Virtual Class: Raising Visibility // Week 3
 
Social Studies: Facebook Timeline for Brands
Social Studies: Facebook Timeline for BrandsSocial Studies: Facebook Timeline for Brands
Social Studies: Facebook Timeline for Brands
 

Similar to A marketing tool for your company

How To Use Facebook For Business !
How To Use Facebook For Business !How To Use Facebook For Business !
How To Use Facebook For Business !Benedict Ji
 
How to use facebook for business an introductory guide
How to use facebook for business   an introductory guideHow to use facebook for business   an introductory guide
How to use facebook for business an introductory guideNuno Fraga Coelho
 
How To Use Facebook For Business
How To Use Facebook For BusinessHow To Use Facebook For Business
How To Use Facebook For BusinessJulie Benlolo
 
Hyperlocal Social Media
Hyperlocal Social MediaHyperlocal Social Media
Hyperlocal Social Mediadlaur
 
Marketing Successfully on Facebook
Marketing Successfully on Facebook  Marketing Successfully on Facebook
Marketing Successfully on Facebook CrushIQ
 
Facebook Engagement - 5 Ways to Boost Your EdgeRank Scores
Facebook Engagement - 5 Ways to Boost Your EdgeRank ScoresFacebook Engagement - 5 Ways to Boost Your EdgeRank Scores
Facebook Engagement - 5 Ways to Boost Your EdgeRank ScoresSnapApp
 
B!digital & facebook februari 2011
B!digital & facebook februari 2011B!digital & facebook februari 2011
B!digital & facebook februari 2011DigiNed
 
[Ogilvy On] facebook for business
[Ogilvy On] facebook for business[Ogilvy On] facebook for business
[Ogilvy On] facebook for businesshowsocial 문충실
 
360diwsjpresentationv1 091007091947 Phpapp02
360diwsjpresentationv1 091007091947 Phpapp02360diwsjpresentationv1 091007091947 Phpapp02
360diwsjpresentationv1 091007091947 Phpapp02Creative Direct Limited
 
Facebook lessons 2011
Facebook lessons 2011Facebook lessons 2011
Facebook lessons 2011IT Agility
 
TabSite Webinar with Mari Smith - Sept 1, 2011
TabSite Webinar with Mari Smith - Sept 1, 2011TabSite Webinar with Mari Smith - Sept 1, 2011
TabSite Webinar with Mari Smith - Sept 1, 2011Mike Gingerich
 
How To Use Facebook Timeline As a Musician
How To Use Facebook Timeline As a MusicianHow To Use Facebook Timeline As a Musician
How To Use Facebook Timeline As a MusicianBandPage
 
Facebook: It's more than Social Media at SMWF
Facebook: It's more than Social Media at SMWFFacebook: It's more than Social Media at SMWF
Facebook: It's more than Social Media at SMWFSocial Media World Forum
 
11 Ways Entrepreneurs Can Leverage Facebook
11 Ways Entrepreneurs Can Leverage Facebook11 Ways Entrepreneurs Can Leverage Facebook
11 Ways Entrepreneurs Can Leverage FacebookAbbas Alidina
 
Social Media Explore - Facebook Pages - Under the Hood
Social Media Explore - Facebook Pages - Under the Hood Social Media Explore - Facebook Pages - Under the Hood
Social Media Explore - Facebook Pages - Under the Hood Joseph Heinl
 
Creating a facebook page for your business
Creating a facebook page for your businessCreating a facebook page for your business
Creating a facebook page for your businessintersocial_prj
 
Facebook for Business - Travel&Tourism by Milena Regos, Out&About Marketing
Facebook for Business - Travel&Tourism by Milena Regos, Out&About MarketingFacebook for Business - Travel&Tourism by Milena Regos, Out&About Marketing
Facebook for Business - Travel&Tourism by Milena Regos, Out&About MarketingMilena Regos
 

Similar to A marketing tool for your company (20)

How to use Facebook for business
How to use Facebook for businessHow to use Facebook for business
How to use Facebook for business
 
How To Use Facebook For Business !
How To Use Facebook For Business !How To Use Facebook For Business !
How To Use Facebook For Business !
 
How to use facebook for business an introductory guide
How to use facebook for business   an introductory guideHow to use facebook for business   an introductory guide
How to use facebook for business an introductory guide
 
How To Use Facebook For Business
How To Use Facebook For BusinessHow To Use Facebook For Business
How To Use Facebook For Business
 
Facebook
FacebookFacebook
Facebook
 
Hyperlocal Social Media
Hyperlocal Social MediaHyperlocal Social Media
Hyperlocal Social Media
 
Marketing Successfully on Facebook
Marketing Successfully on Facebook  Marketing Successfully on Facebook
Marketing Successfully on Facebook
 
Facebook Engagement - 5 Ways to Boost Your EdgeRank Scores
Facebook Engagement - 5 Ways to Boost Your EdgeRank ScoresFacebook Engagement - 5 Ways to Boost Your EdgeRank Scores
Facebook Engagement - 5 Ways to Boost Your EdgeRank Scores
 
B!digital & facebook februari 2011
B!digital & facebook februari 2011B!digital & facebook februari 2011
B!digital & facebook februari 2011
 
[Ogilvy On] facebook for business
[Ogilvy On] facebook for business[Ogilvy On] facebook for business
[Ogilvy On] facebook for business
 
360diwsjpresentationv1 091007091947 Phpapp02
360diwsjpresentationv1 091007091947 Phpapp02360diwsjpresentationv1 091007091947 Phpapp02
360diwsjpresentationv1 091007091947 Phpapp02
 
Facebook lessons 2011
Facebook lessons 2011Facebook lessons 2011
Facebook lessons 2011
 
TabSite Webinar with Mari Smith - Sept 1, 2011
TabSite Webinar with Mari Smith - Sept 1, 2011TabSite Webinar with Mari Smith - Sept 1, 2011
TabSite Webinar with Mari Smith - Sept 1, 2011
 
How To Use Facebook Timeline As a Musician
How To Use Facebook Timeline As a MusicianHow To Use Facebook Timeline As a Musician
How To Use Facebook Timeline As a Musician
 
Facebook: It's more than Social Media at SMWF
Facebook: It's more than Social Media at SMWFFacebook: It's more than Social Media at SMWF
Facebook: It's more than Social Media at SMWF
 
11 Ways Entrepreneurs Can Leverage Facebook
11 Ways Entrepreneurs Can Leverage Facebook11 Ways Entrepreneurs Can Leverage Facebook
11 Ways Entrepreneurs Can Leverage Facebook
 
Facebook Pages Insiders Guide
Facebook Pages Insiders GuideFacebook Pages Insiders Guide
Facebook Pages Insiders Guide
 
Social Media Explore - Facebook Pages - Under the Hood
Social Media Explore - Facebook Pages - Under the Hood Social Media Explore - Facebook Pages - Under the Hood
Social Media Explore - Facebook Pages - Under the Hood
 
Creating a facebook page for your business
Creating a facebook page for your businessCreating a facebook page for your business
Creating a facebook page for your business
 
Facebook for Business - Travel&Tourism by Milena Regos, Out&About Marketing
Facebook for Business - Travel&Tourism by Milena Regos, Out&About MarketingFacebook for Business - Travel&Tourism by Milena Regos, Out&About Marketing
Facebook for Business - Travel&Tourism by Milena Regos, Out&About Marketing
 

A marketing tool for your company

  • 1. A marketing tool for your company 1  
  • 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  
  • 16. 1. Presentation of Facebook Pages Examples of pages 16  
  • 17. 1. Presentation of Facebook Pages Examples of pages 17  
  • 18. 1. Presentation of Facebook Pages Examples of pages 18  
  • 19. 1. Presentation of Facebook Pages Examples of pages 19  
  • 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  
  • 32. 2. Applications and viral dynamics Viral mechanisms explained Publication mecanisms 32  
  • 33. 2. Applications and viral dynamics Viral mechanisms explained Invitation mechanisms 33  
  • 34. 2. Applications and viral dynamics Viral mechanisms explained Ranking mechanisms 34  
  • 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  
  • 64. 5. Advertisement on applications §  Advertisement on applications §  Concept §  Quality Traffic §  Innovation §  Advertising formats §  Opportunities 64  
  • 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  
  • 84. MakeMeReach www.facebook.com/MakeMeReach www.twitter.com/MakeMeReach Pierre-Lou DOMINJON Anne-Charlotte TOSDU Social Media Marketing Manager Advertising Director pierrelou@makemereach.com actosdu@makemereach.com Tél : +33 1 79 97 17 80 Tél : +33 1 79 97 17 69 Fax : +33 1 79 97 17 79 Fax : +33 1 79 97 17 79 84