IMWorld 2012: Despre Facebook cu Weronika Sobolak

In cadrul „Internet & Mobile World 2012”, unul dintre cele mai asteptate speech-uri a fost cel al Weronikai Sobolak de la Facebook. Voi incerca sa notez aici, live, principalele idei, in engleza.

How Facebook can partner by using social technology to drive business growth?

You can reach 5M active users in Romania, 60% from total internet users here. And 955 million peole in the world. Plus 543 M montly active users on mobile.

85% people on Facebook are active so you must find a way to reach them. On news feed, on advertising area, on mobile, everywhere you can.

Facebook is the most scaled, targeted and engaging mobile advertising platform. So don’t ignore mobile advertising on Facebook.

Facebook achieves 90% accuracy vs 35% for the online industry average.

New possibilities: Sponsored results, Facebook offers (drive sales), Audiences and FBX (Facebook Ad Exchange, which makes the social networking giant’s inventory available to real-time bidding (RTB) and retargeting).

Fans are your best customers, the generate 2x higher sales that non-fans. Friends of fans are also important.

Buying is inherently social. People used to rely on friends to help they make buying decisions.

Exemples:

1. Domino’s Pizza, news feed and offers drive sales. To celebrate their anniversary,  they made „Global Domino’s Day” with 50% off for a pizza ordered on Facebook. 540.000 sales results all across the world.

2. Fab.com – 25-40% of their traffic comes from Facebook versus 23% from Google. Is the e-commerce company that was built on Facebook. They get a very fast return on several million dollars month of advertising. Over two thirds on their initial members joined from Facebook.

3. BT UK – A TV ad with the finish decided by Facebook fans. 10-point increase in campaign awareness, 460k votes on various wedding scenarios in 3 weeks.

5 things to remember

– Facebook is essential because of the reach, better targeting and ROI (70% had 3x+ return on ad spent)

– organize for succes (establish a single team to own the social media and Facebook strategy)

– Facebook enables you to achieve marketing objectives: aquisition, awareness, engagement

– investing in an always-on strategy to find and influence your fans is key to driving results

– applications: 3 questions to answer first: do you have an audience on your facebook page, do your customers already engage with your business on an ongoing basis, do you have both the budget and technical resource to build and promote an App (20% for implementation and 80% for promoting)