As novidades do Facebook para empresas

FACEBOOK PARA EMPRESASAs novidades do fMC

março de 2012

Building Brands For The Connected World

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“What social does is enable people

to have opinions and interactions

around the brand that don’t

actually have to happen with the

brand.”

–Nigel Morris, CEO of Aegis Media

The Connected World Has Rerouted The Customer Journey In the connected world, consumers use powerful personal

technology and social media to interact with brands when they

want, where they want, and how they want. This is disrupting

traditional approaches to brand-building. Andy Fennel, CMO of

Diageo, calls it the “pinball effect,” where brand messages bounce

around from person to person, being constantly consumed and

reinterpreted regardless of each person’s buying state.

Yet too many marketers are beholden to the purchase funnel, an outdated model that inaccurately reflects the

reality of today’s consumer journey in three significant ways (see Figure 1):

1. Most importantly, the journey must be described from the consumer’s point of view, not the marketer’s.

2. The journey to customer loyalty is not linear, but rather is a continuous process of exploration

and interaction.

3. The journey is not isolated to just one person at a time — the entire connected world influences it.

Figure 1

The Connected World Is A More Accurate Reflection Of Consumer Behavior

O primeiro recado do Facebook no fMC é que as marcas devem tentar se relacionar com as pessoas, assim como as pessoas já fazem umas com as outras.

É hora de criar histórias!

Use o Facebook como ferramenta social!

A páginas ficam mais sociais

Os anúncios viram histórias

Insights em tempo real

Pages

Facebook: Building Essential Connections

PagesMission control for your business on Facebook

Pages are the essential place on Facebook for businesses to build connections with people. It’s where you

connect with fans by announcing new products, sharing news, and gathering feedback. Your Page is also

where you create unique brand content that can become ads and sponsored stories. It’s the core place for

businesses to manage their posting and advertising content.

Pages allow you to:

1. Express your identity with features like cover photo and Page timeline.

2. Reach and engage your audience on the web and on mobile.

3. Respond to people in a quick, more personal way.

Cover photo

Use a photo that captures the essence of your brand and showcases your product or service.

Profile picture

Use a logo that people associate with your business.

Views and apps

Your photos, events, and custom apps are now easier for people to find.

Pinned post

Anchor the most important story to the top of your Page for up to 7 days.

Friend activity

People can see how their friends are engaging with your Page.

Composer

Post regularly on your Page to reach your audience and drive engagement.

Use a consistent and branded

profile picture that scales well

from 180x180 to 32x32 pixels.

Your profile picture follows

your business on Facebook as a

thumbnail image in news feed

stories, ads and sponsored stories.

AS PÁGINAS FICAM MAIS SOCIAIS. Painel de controle da presença no Facebook.

•Expresse sua identidade;•Alcance e engaje seu público;•Responda as pessoas rápido, e de maneira pessoal (E.Life CRM).


•Monte a página com conteúdos que digam algo sobre sua marca;•Destaque as histórias mais importantes.

Pages


Larger stories

Take advantage of our larger photo format to drive engagement.

Star and hide stories

Highlight important stories and hide stories that aren’t as engaging or relevant.

Milestones

Define your key moments through time.

Make your Page posts visually

engaging. While a diverse set of

post types is important, posts

including a photo album or picture

can generate 2x more engagement

than other post types.1

Use Page Insights to find out

when people engage most with

your content and post during

those hours. On average, we

have found that people visit and

engage with Pages most often

between 9pm and 10pm, with

the 18-24 age group being the

most active.2

1. Average figures, based on internal studies,

July 2011.


December 2011.


•Crie cupons de desconto no próprio Facebook;•Conte a história da sua marca na página, inclusive com dados retroativos.

Pages


Larger stories

Take advantage of our larger photo format to drive engagement.

Star and hide stories

Highlight important stories and hide stories that aren’t as engaging or relevant.

Milestones

Define your key moments through time.

Make your Page posts visually

engaging. While a diverse set of

post types is important, posts

including a photo album or picture

can generate 2x more engagement

than other post types.1

Use Page Insights to find out

when people engage most with

your content and post during

those hours. On average, we

have found that people visit and

engage with Pages most often

between 9pm and 10pm, with

the 18-24 age group being the

most active.2


July 2011.


December 2011.

NÃO PODE MAIS...

MAS PODE...

OS ANÚNCIOS VIRAM HISTÓRIAS. Maior alcance e novos formatos.

Reach Generator


Reach GeneratorMake sure your fans see your stories

Reach 75% of your fan base

Businesses are better in a connected world and

Pages are the essential place for businesses to

connect with their fans. On average, fans spend 2x

more with businesses than non-fans.1

Right now you may only reach 16% of your fans each

week.2 Reach Generator guarantees that you reach

75% of your fans each month and an estimated 50%

of fans each week3 in a simple, always-on way. Fans

will see your message as a sponsored story on the

right-hand side of their homepage or in their news

feed on desktop or mobile.

1. Average figures, based on internal studies.

2. comScore, March 2011.

3. Weekly reach may vary.

Reach 75% of your fans

Before Reach Generator After Reach Generator

Page post on your Page

Sponsored story on your fan’s homepage

1. Post once a day to maximize reach. Posting too frequently reduces the amount of time needed to distribute each Page post to your audience.

2. Express your core message within the first 90 characters of your post to ensure your audience sees it when your Page post becomes an ad or sponsored story. Longer messages will be truncated.

3. Post at the optimal time. Only you know what’s right for your business, and you can use your Page Insights to figure out what’s working. Many restaurants find that posting between 7am and 12pm is ideal, while retailers find that posting between 8am and 2pm works best. People engage with Pages the most between 9pm and 10pm and the 18-24 age demographic is the most engaged during this time.5

5. Average figures, based on internal studies, December 2011.

Reach Generator Benefits

Reach 75% of your fans on a regular basis

Increase the volume of engagement with your

brand (likes, comments, and shares) by 2x4

Receive custom monthly reports that show

reach, engagement, and brand tracking

This package is only available for qualifying clients. Please reach

out to your account team to learn more.

4. Estimate. Individual advertiser engagement may vary.

Reach Generator



































Somente 16% dos fãs das páginas são normalmente impactados pelas publicações, especialmente se a base de fãs foi construída à partir de promoções e concursos culturais. Isso acontece por diversos motivos, que envolvem desde a frequência com que as pessoas visitam o Facebook, até como ele entende a página como engajadora ou não. O reach generator aumenta o alcance real de posts mais importantes entre seus fãs.


Reach Generator




































Premium on Facebook


Premium on Facebook

The most impactful way to distribute your content on Facebook

Share your most compelling stories in the best places on Facebook to engage and influence people.

Premium on Facebook helps you maximize the number of people interacting with your brand and

talking about you, while unlocking the power of fans and their friends. All of this is done on the most

impactful placements on Facebook:

Placements in the right-hand side and in news feed on Facebook’s homepage have an average of

5x-10x more engagement than all other places on the site.1

Like everything else on Facebook, Premium on Facebook starts with publishing engaging stories

on your Page.

1. Average figures, based on internal studies. Individual advertiser engagement may vary.

Right-hand side of homepage

News feed on the homepage News feed on mobile

Log-out experience (optional)


•Conteúdo;•Enquetes;•Eventos;•Vídeos;•Ofertas!

ANÚNCIOS SÃO BONS, HISTÓRIAS SÃO MELHORES.

O Facebook Insights não deve necessariamente servir para análises. Os dados do insights devem orientar o que fazer em seguida.

INSIGHTS EM TEMPO REAL. Mais engajamento com mais inteligência.

Measuring success on Facebook

Facebook: Building Essential ConnectionsPage 2

According to a Nielsen OCR study, for narrow targeting Facebook reaches its intended audience 90% of the time versus an online industry standard of 35% and an American Idol average of 11%. When using broad targeting, Facebook reaches its intended audience 95% of the time versus an online industry average of 72% of the time and an American Idol average of 55%.2

While OCR allows you to measure reach across media, our Page Insights product allows you to view

your reach on Facebook. Page Insights allows you to see:

The breakdown of paid, organic and viral reach on your Page

Engagement, measured by the number of people talking about your Page

The relationship between reach, engagement and people talking about your content for each piece of

content you have posted

2 Nielsen, “Reaching the Right Audiences Online”, October 2011

Sample report for brand awareness campaign on Facebook > Target: Female 25+

Source: Sample OCR report, October 2011

E COMO NOS PREPARAMOS?

E

I

C

I

Conexão

Engajamento

Influência

Integração

A Social Agency oferece uma abordagem completa para a sua presença social.

As novidades do Facebook para empresas

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