facebook feb 2011 juliana martinez
DESCRIPTION
eCommerce DAY Guayaquil 2011TRANSCRIPT
Facebooken la vida real
Juliana MartínezEjecutiva de Ventas.FOX
Agenda
Marketing OpportunitiesMaximize action and interaction3
Growth and PhilosophyBuilt and organized for and around people2
Brand Success and Emerging TrendsSocial strategies in practice4
It’s all About PeopleReal people with a real voice1
It’s all about peopleReal people with a real voice
Globally, borders are being replaced with connections
650M users worldwide
Companies that connect people have taken off globally
Facebook600Musers
V Kontakte104Musers
Orkut28Musers
OZone305Musers
Mixi20Musers
Real people with a voice
video
Growth and PhilosophyBuilt and organized around people
700 million + users
700M
99 million + users
Facebook – Penetration in Latam
Country Active Users Internet Users Penetration
Argentina 13.824.840 26.614.813 52%Bolivia 1.067.720 1.102.500 97%Brazil 16.231.300 75.943.600 21%Chile 7.848.600 8.369.036 94%Colombia 12.939.180 21.529.415 60%Costa Rica 1.266.760 2.000.000 63%Dominican Republic 1.914.380 3.000.000 64%Ecuador 2.719.180 2.359.710 115%El Salvador 830.260 975.000 85%Guatemala 1.275.060 2.280.000 56%Honduras 783.560 958.500 82%Mexico 22.835.360 32.800.000 70%Panama 735.320 959.900 77%Paraguay 554.520 1.000.000 55%Peru 5.180.800 8.084.900 64%Uruguay 1.192.420 1.855.000 64%Venezuela 8.273.580 9.306.916 89%Total 99.472.840 199.139.290 50%
video
Marketing OpportunitiesMaximize action and interaction
Los usuarios se apropian de las campañas.
Los usuarios toman las decisiones.
Brand product philosophy
Every product is built around people
Brands are an integral part the experience
Brand tools aim to facilitate authentic connections and amplify sharing
1
2
3
Marketing Tools Building Blocks
Open Graph
Personalize exper-iences on the web
Media
Reach and scale
Places
Opportunity for loyalty program
Native Apps
Use the tools people already use
Custom Apps
Canvas to architect social experience
Pages
A lasting asset to engage and retain
PagesA lasting asset to engage and retain
Marketing Tools Building Blocks
Open Graph
Personalize exper-iences on the web
Media
Reach and scale
Places
Opportunity for loyalty program
Native Apps
Use the tools people already use
Custom Apps
Canvas to architect social experience
Pages
A lasting asset to engage and retain
Native AppsUse the tools people already use
Marketing Tools Building Blocks
Open Graph
Personalize exper-iences on the web
Media
Reach and scale
Places
Opportunity for loyalty program
Native Apps
Use the tools people already use
Custom Apps
Canvas to architect social experience
Pages
A lasting asset to engage and retain
Custom AppsCanvas to architect social experience
Marketing Tools Building Blocks
Open Graph
Personalize exper-iences on the web
Media
Reach and scale
Places
Opportunity for loyalty program
Native Apps
Use the tools people already use
Custom Apps
Canvas to architect social experience
Pages
A lasting asset to engage and retain
Open GraphPersonalize experiences on the web
Marketing Tools Building Blocks
Open Graph
Personalize exper-iences on the web
Media
Reach and scale
Places
Opportunity for loyalty program
Native Apps
Use the tools people already use
Custom Apps
Canvas to architect social experience
Pages
A lasting asset to engage and retain
video
Premium Ads offer unique benefits
PREMIUM
MARKETPLACE
BENEFITS
Action
Brand 6
3
There are four Premium Ads strategies to address your goals
Reach Block
Target Block
Target
Duration
1-3 Days 6 Weeks
Broad Reach
Demographics or Geographic Targeting
Campaign Sustained
Always-on strategy
El poder de la viralización
99.9% Social
Impressions
Marketing Tools Building Blocks
Open Graph
Personalize exper-iences on the web
Media
Reach and scale
Places
Opportunity for loyalty program
Native Apps
Use the tools people already use
Custom Apps
Canvas to architect social experience
Pages
A lasting asset to engage and retain
PlacesOpportunity for loyalty program
Mobile has a steeper adoption rate than any past technology
Source: Morgan Stanley Research
Inte
rnet
Use
rs (M
illio
ns)
0
400
800
1200
1600
2000
GLOBAL MOBILE VS. DESKTOP INTERNET USER PROJECTION 2007 - 2015
MOBILE INTERNET USERS
DESKTOP INTERNET USERS
Brand SuccessSocial Strategies in Practice
Objetivo: incrementar ventas
16%+increase inoverall audienceawareness
124Kbooks donated toFirst Book
7%+increase inpurchase intent
2xincrease in trafficto levi.com
139%increase in traffic to adidas website
5x IncreaseROI on media
120Ksamples deliveredto targeted customers
Emerging trendsInnovative brand solutions
1. Commerce
Commerce: Retail
Commerce: Social Merchandising
Commerce: Group Gifting
2. Crowd Sourcing
5. Customer Service
6. Uno de los primeros en comprar en línea directamente en Facebook
Donación del la foto de perf
CONVERSIONES DEL APLICATIVO
104.114 usuarios Usuarios únicos que utilizaron aplicativo:
Thank you