Building your brand on

Facebook: Pages & Ads

Xavier Leclerc
Account Executive

Tuesday, December 14, 2010

 Facebook Homepage

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Tuesday, December 14, 2010
 Opportunity for your
business
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 Connect with your customers

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 Connect with your customers

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 Facebook Pages
Connect with your customers for free

20 million+
people connect to Pages
every day

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 Build brands

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 Build brands

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 Build brands
3,898,943 People Like This

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 Word of mouth

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 Word of mouth

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Tuesday, December 14, 2010
 Friends influence friends

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 Pages

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 Facebook Page

Name

Profile Picture
Status

Blurb Box
Wall
Real-time updates
Fan & Brand content

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Tuesday, December 14, 2010
Tuesday, December 14, 2010
 Facebook Page

• Real-time publishing

• Multi-media functionality

• Dialogue with users

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 Facebook Page

• Demographic,
geographic insights

• Fan engagement with

Page

• Fan interaction with

posted content

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 Facebook Pages best
practices

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 Best Practices about Pages
• Focus on publishing

• Keep it simple

• Be consistent

• It’s all about them

• Pace yourself

• Be timely and relevant

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

vs.

22 posts by
20 people

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

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 Establish a consistent voice

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 Interact with and feature fans
Join the conversation:

Toyota Prius example

Recognise your fans

Lady Gaga example

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 Pace yourself
Pace out your posts to maximize your impact

Publishing
calendar

ASOS example:
Daily deals

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 Be timely and relevant
Embrace timely opportunities to connect with Fans

Starbucks: New York

Times article example

Vitamin Water: LeBron

MVP award example

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 Ads

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 2. Advertise to
increase connections

1. Build a Page

3. Publish to your network

A new marketing model

Develop deep relationships with your audience

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 Marketplace Ads

Standard Like Event

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 Premium Ads

Like
Event Video commenting

Sampling
Poll
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 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

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 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

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 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

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 Plane
ticket

Think outside of the keyword box

Search keywords vs. likes and interests

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 Travel
Exploring
World culture
Plane
Vacationing
ticket Relaxing
Eating

Think outside of the keyword box

Search keywords vs. likes and interests

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 {
Travel
Exploring
World culture
Plane
Vacationing
ticket Relaxing
Eating

Think outside of the keyword box

Search keywords vs. likes and interests

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 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

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 Use multiple creatives

Example: home page Reach

Block with multiple creatives

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Tuesday, December 14, 2010
 Highlight
Write simple text
special offers

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 Highlight Strong call to
Write simple text
special offers action

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 Highlight Strong call to Tell users what
Write simple text
special offers action to expect

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 Highlight Strong call to Tell users what
Write simple text
special offers action to expect

Make good use of images

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 Week 1 Week 2 Week 3 Week 4

Avoid ad fatigue

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 Engagement

week 1 week 2 week 3 week 4 week 5 week 6

Avoid ad fatigue

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 Facebook allows you
Social media changes The world is rapidly to connect with your
everything. going social. consumers.

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 Questions

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 (c) 2010 Facebook, Inc. or its licensors.  "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0

Tuesday, December 14, 2010