Havas Media Social: How not to get stuck on the treasure island
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This document discusses using social media for marketing. It notes that social media provides high traffic, targeted advertising capabilities, and measurable reporting. However, regular, quality content is also needed to engage audiences organically and drive viral reach. The document recommends integrating content across channels instead of duplicating it. Consumers like and follow brands that provide useful branded content, customer service, and opportunities for participation. It also describes a campaign by Unilever Food Solutions to promote local Filipino cuisine on Facebook.
Havas Media Social: How not to get stuck on the treasure island
- 1. Havas Media Social How not to get stuck on the treasure island
- 2. Social Media is the new black Presentation title｢2
- 3. Facebook will save our soul Presentation title｢3
- 4. but we dont understand anything Presentation title｢4
- 6. thank God, Gurus appeared to help invest in these media YOU dont undersand a thing Presentation title｢6
- 7. But Excel is so uncool, lets rather practice MAGIC! YOU dont undersand a thing Presentation title｢7
- 8. And get all these customers on your super busy, super crowded fanpage YOU dont undersand a thing Presentation title｢8
- 9. And if it doesnt work, Presentation title｢9
- 10. And your social media presence turned abandoned city YOU dont undersand a thing Presentation title｢10
- 11. Its not because of you or the gurus Presentation title｢11
- 12. Its the board, getting too old Presentation title｢12
- 14. SRSLY? (seriously?) Presentation title｢14
- 15. Social Media are Media Presentation title｢15
- 16. Paid, Owned & Earned media Presentation title｢16
- 17. P O E Facebook Ads Facebook Fanpages Users interactions (Like, Comment, Share) Presentation title｢17
- 18. P O E LinkedIn Ads LinkedIn Company Page with featured products & services Users Recommendations Presentation title｢18
- 19. P O E YouTube Pre-roll YouTube Brand Channel Users interactions (Like, Dislike, Share, Comment) Presentation title｢19
- 20. P O E Users interactions (Mention, Retweet, Favorite, Reply) Twitter Account Promoted tweets, Promoted Trends, Promoted Accounts Presentation title｢20
- 22. P Facebook Ads: current formats Marketplace Ads - Premium Ads Sponsored stories
- 23. Marketplace Ads Right-hand side of Homepage, Profile and Fanpages Presentation title｢23
- 24. Marketplace Ads Standard Ad Like Ad Page Post Ad Destination: External URL Destination: Facebook Fanpage Destination: Fanpage & Page Post Social context Like, Comment, Share buttons Like button 2 options: - Select a specific post - Use most recent post Page post format - Status - Photo - Video - Question Presentation title｢24
- 25. Marketplace Ads Marketplace Page Post Ad User is non fan User is non fan User is fan Friends of user are non fan Friends of user are fan Friends of user are fan Presentation title｢25
- 26. Sponsored Stories Page Like story Page Post Like story Destination: Facebook Fanpage Destination: Facebook Fanpage&post App Used and Game Played story Check-in story Destination: Facebook App Destination: Facebook Fanpage Presentation title｢26
- 28. Premium Ads Like marketplace page post ad, premium ads are based on a page post. Photo and video formats are bigger For someone not connected to your brand, your story will appear on the right-hand side of their homepage as an ad. For your fans and friends of fans, your story will appear as a page post ad on the right-hand side, and it can also appear in news feed on both desktop and mobile. All of these placements are on Facebooks homepage. Ex: Premium Video Page Post Ad Ex: Premium Poll Page Post Ad
- 29. Reach Generator Reach Generator guarantees that you reach 75% of your fans each month and an estimated 50% of fans each week in a simple, always-on way. BUT this option isn't yet available for pages under 500k fan base Presentation title｢29
- 30. Reachblocks An one-day campaign present on the homepage of your targeted audience with 100% SOV during the day (cap of 5 impressions) The targeting is only available for pre-selected packages, e.g.: You could buy a 18-34 reachblock (weekdays) for 15K* (*2012 Q1 rates) You could go for a 35+ reachblock (weekdays) for 9.5K* Reachblocks have a frequency cap of 5 impressions Reachblocks can only run with page-post-ads
- 32. ComScore MyMetrix January 2012 Presentation title｢32
- 33. P Facebook Ads Campaign Performance Reports Presentation title｢33
- 34. P LinkedIn Ads Campaign Performance Reports Presentation title｢34
- 35. O Facebook Insights, Demographic and Location details about your fans Presentation title｢35
- 36. O Facebook Insights, Pageviews and Unique Visitors Presentation title｢36
- 37. O Facebook Insights, Reach build through Paid, Owned (organic) & Earned (viral) Presentation title｢37
- 38. O LinkedIn Page Statistics, Page Views & Unique Visitors Presentation title｢38
- 39. E Facebook Insights, People Talking About This Presentation title｢39
- 40. E AllFacebookStats, People Talking About This Sector benchmark Presentation title｢40
- 41. E Engagor, total daily mentions and sources Synthesio, sentiment analysis (human) Presentation title｢41
- 42. Its highly targetable Presentation 岳庄岳鉛艶｢42
- 43. Facebook Ads: targeting functionalities P
- 44. P Facebook Ads Target Audience Presentation title｢44
- 45. P LinkedIn Ads Target Audience Presentation title｢45
- 46. First conclusion High traffic, targeting functionalities and concrete measures make social networks good candidates for every media strategy recommendation Presentation title｢46
- 47. Is is that easy? No Presentation title｢47
- 48. You can't just create a channel and forget about it Is this the brand image you want to expose? Presentation title｢48
- 49. Beside Paid Media, Organic (owned) & viral (earned) impressions build cover Facebook Insights, Reach build through Paid, Owned (organic) & Earned (viral) Presentation title｢49
- 50. Second conclusion Regular and qualitative content production is needed to make your channels live, engage your fans/followers, ensure organic visibility and viral reach Presentation title｢50
- 51. Does it mean that advertisers need to duplicate content on all these digital assets? Presentation title｢51
- 53. No, integrate Presentation title｢53
- 59. Why in the end would consumers Like or Follow your brands? Presentation title｢59
- 60. 1/ Your branded content offers me the opportunity to talk about myself, to tell my friends and the world who I am, to engage conversation with others 2/ Its a customer care channel corresponding to my digital habits 3/ It offers me the opportunity to be in the board room Presentation title｢60
- 62. Background/Challenge Unilever Food Solutions main customers are restaurants with local food.
- 63. Background/Challenge But these days, Filipinos dont like dining in local restaurants.
- 64. Background/Challenge Given the choice, they would pick restaurants that offer foreign food. 17/03/2012 :: 64
- 65. Background/Challenge To grow its business with its clients, UFS needed to get Filipinos hungry for local cuisine. 17/03/2012 :: 65
- 66. Strategy Finding Cultural Identity in the Native Plate. 17/03/2012 :: 66
- 67. Implementation Feeding the movement. 17/03/2012 :: 67
- 68. Implementation We created the Sooo Pinoy Facebook page to start the movement.
- 69. Implementation To launch the page, food bloggers were invited to go on a food tour of Manila and blog about it as the day went on to give readers a real-time look at their experiences.
- 70. Implementation All banner ads and social ads lead to the Sooo Pinoy: Inspiring Filipino Food page
- 71. Implementation Wherein members of the page could discover more about a different Filipino dish every month.
- 72. Implementation The Voting Application let members vote on the local restaurant with the best featured dish of the month.
- 73. Implementation We also gave users the chance to be more creative about their passion for the movement With an application that let them design their own shirts with slogans about Filipino food
- 74. Implementation To make the movement grow bigger, we launched The Search for the Ultimate Sooo Pinoy Blogger.
- 75. Implementation Members were given the chance to go on an exciting food tour around the country.
- 76. Implementation All they had to do was create a blog entry that featured a Filipino dish and post it on the Sooo Pinoy wall.
- 78. Results The community grew to over 100,000, peaking at a monthly 86.6% activity rate, and over 5,000 active users daily.
- 79. Results Members actively participated by sharing their own thoughts about local food and restaurants on the wall.
- 80. Results The page featured 210 restaurants. This influenced Filipinos to dine out more and choose local establishments.
- 81. Results UFS Clients prized their wins in the monthly dish voting and began displaying the Sooo Pinoy badges in their online assets and stores.
- 82. Results UFS experienced growth of 16% in value of business with Sooo Pinoy clients, exceeding target of 10%.
- 83. Results There were 270 new customer signups, exceeding target of 200.
- 84. Conclusion High traffic, targeting functionalities and concrete measures for reporting make social networks good candidates for every media strategy recommendation Frequent and qualitative content production is needed to make your channels live, engage your fans/followers, ensure organic visibility and viral reach Don't replicate, integrate Three main raisons for consumers to like/follow your brand are branded content they can use, customer care and participation Presentation title｢84
- 85. Just one more thing facebook.com/HavasMediaBE Presentation title｢85
- 86. Thank you!