Janice Diner - Mesh Marketing Presentation November 16th 2010 Facebook | Beyond the Wall

1. 1
Facebook
Beyond
The Wall
Janice Diner

2. 2
A proven track record connecting brands
and consumers in the social media space
Janice Diner
Partner ECD - Horizon Studios

3. 3
The Facebook Mission
Give people the power to share and make
the world more open and connected

4. 4
The World Has Gone Social
Canadians Love Facebook
54% Female 46% Male
21%
10%
38%
26%
4+ Million
16+ million 411 minutes
2,600+ 26%
Average minutes per
Canadian Users user (monthly) 13-17 18-24
25-34 35+
Source: Facebook Internal Data, September 2010

5. 5
A revolution in communication with a world
going social
500+ million users worldwide
• The average Facebook user has 130 friends but Canadians
have 190 friends and are connected to 80 pages, groups and
events.
• Over 150 million users engage with Facebook on external
websites every month. The “Like” social plugin is on roughly
2 million sites around the web.
• 200 million users are engaging with Facebook on mobile phones
and people that use Facebook on their mobile devices are twice
as active on Facebook then non-mobile users
* Facebook Stats

6. 6
“Once upon a time, a brand URL
was the primary integrated
marketing communications
destination...
http://www.slideshare.net/GasPedal/blogwell-chicago-social-media-case-study-kraft-foods-presented-by-beth-reily

7. 6
“Once upon a time, a brand URL
was the primary integrated
now, it’s as
likely to be
marketing communications
Facebook.”
destination... Beth Reilly
Digital and Social Marketing Lead
Kraft Foods
facebook.com/oreo
13,499,465 Likes
http://www.slideshare.net/GasPedal/blogwell-chicago-social-media-case-study-kraft-foods-presented-by-beth-reily

8. 7
Oreo created a single focus for all integrated
marketing communications efforts,
www.oreo.com Facebook.com/oreo
twitter.com/oreo
Tex
youtube.com/oreo
broadcast
with a sign-off explicitly driving consumers to Facebook
http://www.slideshare.net/GasPedal/blogwell-chicago-social-media-case-study-kraft-foods-presented-by-beth-reily

9. 8
For many marketers, their Facebook fan bases have become their
largest web presence, outstripping brand sites or e-mail programs
Source: Adage August 2010

10. 9
The new social digital
consumer needs a 360º
integrated experience Independent BlackBerry
brand social network
across multiple
channels
BlackBerry Worldwide Fans
BlackBerry Facebook Apps 7,870,163 Likes - 23+ pages
Engage consumers
and build relationships Global Social Platform
where they are already
spending time
8,925,291 channel views
19,699 subscribers BlackBerry carrier programs
Multiple blogs and Twitter
accounts
* Numbers on social networks as of November 2010

11. 10
Marketing in a social world is about people
Facebook enables brands and business to
form personal and on-going relationships with
their customers

12. Facebook Facebook Facebook Facebook
Pages Applications Open Graph Places
Wall Posts
The Wall provides a “voice”
for communicating with
Fans in real-time.

13. Facebook Facebook Facebook Facebook
Pages Applications Open Graph Places
Wall Posts
Wall Posts
Customized TABS
The Wall provides a “voice”
for communicating with
Customized Tabs provide
Fans in real-time.
an opportunity for further
engagement and
personalization with
consumers

14. Facebook Facebook Facebook Facebook
Pages Applications Open Graph Places
Wall Posts
Wall Posts
Customized TABS
Customized TABS“voice”
The Wall provides a
for communicating with
Customized Tabs provide
Fans in real-time.
an opportunity for further
Facebook Insights
engagement and
personalization with
Facebook’s insights delivers
consumers
comprehensive ad performance,
demographic and psychographic
data for your Ads, Pages,
Applications and Social Plugins.

15. Facebook Facebook Facebook Facebook
Pages Applications Open Graph Places
Facebook Applications
Wall Posts
Wall Posts
Print to Target
Customized TABS
Customized TABS“voice”
The Wall provides a
for communicating with
Customized Tabs provide
Fans in real-time.
an opportunity for further
Facebook Insights
engagement and
personalization with
Facebook’s insights delivers
consumers
comprehensive ad performance,
demographic and psychographic
data for your Ads, Pages,
Applications and Social Plugins.

16. Facebook Facebook Facebook Facebook
Pages Applications Open Graph Places
Facebook Applications - Social plugins
Facebook Open Graph
Wall Posts
Wall Posts
Print to Target
Customized TABS
Customized TABS“voice”
The Wall provides a
for communicating with
Customized Tabs provide
Fans in real-time.
an opportunity for further
Facebook Insights
engagement and
personalization with
Facebook’s insights delivers
consumers
comprehensive ad performance,
demographic and psychographic
data for your Ads, Pages,
Applications and Social Plugins.

17. Facebook Facebook Facebook Facebook
Pages Applications Open Graph Places
Facebook Applications - Social plugins
Facebook Open Graph
Facebook Places
Wall Posts
Wall Posts
Print to Target
Customized TABS
Customized TABS“voice”
The Wall provides a
for communicating with
Customized Tabs provide
Fans in real-time.
an opportunity for further
Facebook Insights
engagement and
personalization with
Facebook’s insights delivers
consumers
comprehensive ad performance,
demographic and psychographic Facebook Deals
data for your Ads, Pages,
Applications and Social Plugins.

18. 12
Incentives and Rewards
Be my friend and get a bagel Would you “Like” us to give away Drink Pink help us reach $1,000,000 with
4,700 to 336,000 fans in 3 days an all-new Ford Explorer onboard sales of Minute Maid Pink Lemonade
615,194 Likes 76,269 Likes A personal message from Richard Anderson CEO of Delta
49,555 Likes
Offering social followers special rewards
(exclusive/ early access)
1. Source: http://www.scribd.com/facebook

19. 13
Crowd Sourcing Coupons
The CrowdSaver price
is only available if the
required number of
“likes” votes are met
facebook.com/wallmart
2,102,816 Likes
* Numbers on social networks as of November 2010

20. 14
Brand Utility - Multiple Channel Commerce
Delta is the first airline
to offer a flight booking
engine within Facebook
The Delta Ticket Window
facebook.com/delta
49,555 Likes
* Numbers on social networks as of November 2010

21. 15
Social Commerce with a Cause
Facebook gets its
first non-profit gift
catalogue
WWF’s Gift Center on
Facebook allows supporters to
make a donation and select a
symbolic animal adoption from
a list of more than 100 species.
All items in WWF’s gift catalog,
can be purchased inside
Facebook and are connected to
Facebook’s “Like” and “Share”
features,
facebook.com/worldwildlifefund
386,829 Likes
* Numbers on social networks as of November 2010

22. 16
Monetize, Convenience and Share
Your Starbucks
Card can now be
managed inside
Facebook
• Monetization: Reload cards, purchase
more credits, etc.
• Consumer Convenience: Register or
unregister cards, check balance, edit profile
information
• Share with Friends: Buy coffee for your
friends
16,644,853 Likes
123,804 monthly active user
* Numbers on social networks as of November 2010

23. 17
B-to-B Sales Staff Loyalty Program
An incentive/loyalty program
built inside Facebook to
reward and motivate
T-Mobile sales reps
The program focuses on educated Sales Reps regrading BlackBerry
phone usage and sales techniques while enabling the Sales Reps to
earn points for their activity.
Watch a how to
video earn 6 points
Answer a quiz
earn 10 points
Post a tip or trick
earn 10 points
Post or respond
discussion board earn
2 points
Log a sale earn 20
points

24. 18
Disney Worldwide Fans Starbucks Worldwide Fans BlackBerry Worldwide Fans
74,728,949 - Over 125 pages 19,684,632 Likes - 26 pages 7,870,163 Likes - 23 pages
Global Facebook Page Management
* Numbers of Likes on Facebook as of November 2010

25. 19
Featured Products Regional
Featured BlackBerry Content
Discussion By Category
BlackBerry US BlackBerry UK & Ireland
* Numbers on social networks as of November 2010

26. 20
The Power of Social Recommendations -
Facebook Open Graph

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Social plugins let you see what your friends
have liked, commented on or share on sites
across the web

28. 21
Social plugins let you see what your friends
have liked, commented on or share on sites
across the web
Like
When a user clicks Like, it...
(1) publishes a story to the users friends
(2) adds to the user profile
(3) is discoverable through search

29. 22
Facebook Login allows for a deeper fan
engagement experience for external web sites
Entertainment Sites
With Facebook Login your Rotten
Tomatoes experience is tailored to
you. See your friends movie ratings
and reviews and share yours
News Sites
CNN, New York Times & Huffington Post
Travel Sites Login with Facebook on a number of news
Choose a place to visit and find out which of your friends have sites and see what articles your friends are
been there. Ask them questions and get helpful advice reading and what they recommend

30. 23
People who click Facebook “Like’s” are more engaged,
active and connected then the average Facebook user
NHL Global News
Looking at data from 12 weeks in
aggregate, Eventbrite found that each social
media share equates to $1.78 in ticket sales
INCREASED INCREASED INCREASED VALUE OF A
SALES ENGAGEMENT TRAFFIC SHARE
In the first 12 hours 92% more articles read 390% increase in traffic A share on...
3,000 likes, increased 85% more time on site #2 source of traffic Facebook equals $2.52
traffic 300% increased up 86% in video views Twitter equals $0.43
revenue 10x over linkedIn equals $0.90
previous day e-mail equals $2.34
1. Source: http://www.scribd.com/facebook 2. Source: Eventbrite http://blog.eventbrite.com/social-commerce

31. 24
Event Activation and Like Engagement
How Facebook “Likes”
will travel, Coke connects
the physical with the
digital world through
RFID bracelets
Teenagers visiting the Coca Cola Village
amusement park in Israel were handed
an RFID bracelet into which they could
enter their Facebook login info, allowing
them to “like” various attractions and
activities throughout the park.
Over 35,000 Likes per event and
each event hosted 650 teenagers.

32. 25
Commerce, Sharing
and Customization
GroupGifts,
A Facebook open-graph
powered group gifting
service that helps users
to get together and buy
a gift.
Social commerce App integrates
eBay, PayPal and Facebook

33. 26
Social Gaming and Brand Integration
Planting Drink a McCafe You can now buy
Planting Seeds
Blueberries for and your farmer Credits, Facebook
for Haiti
Cascadian Farms works 2x faster currency, in
FarmVille players raised Walmart and
$1.5M in 17 days for 310 million blueberries Bestbuy
“L’Ecole de Choix”. were planted

34. 27
The race to the future of location-based services

35. 28
Making mobile more social
Launched August
2010
1. Source: http://www.scribd.com/facebookhttp://www.scribd.com/facebook

36. 28
Making mobile more social
Facebook Mobile - November 3rd
A social platform that spans every device
Launched August
2010
Single Sign On
Android Phone - Places & Groups
Open APIs - Read, Write & Location
Find Deals on the iPhone
1. Source: http://www.scribd.com/facebookhttp://www.scribd.com/facebook

37. 28
Making mobile more social
Deals gives enables businesses to market direct to
Facebook allowing businesses to acquire3rd
consumers, Mobile - November and
A social platform that spans every device
retain customers
Launched August
2010
Single Sign On
Android Phone - Places & Groups
Open APIs - Read, Write & Location
Find Deals on the iPhone
Get Customers Spread the Word Build Loyalty
1. Source: http://www.scribd.com/facebookhttp://www.scribd.com/facebook

38. 28
Making mobile more social
Individual Deals
Deals gives enables businesses to market direct to
Facebook allowing businesses to acquire3rd
consumers, Mobile - November and
A social platform that spans every device
retain customers Loyalty Deals
Launched August
2010
Single Sign On
Android Phone - Places & Groups
Friend Deals
Open APIs - Read, Write & Location
Find Deals on the iPhone
Get Customers Charity Deals
Spread the Word Build Loyalty
1. Source: http://www.scribd.com/facebookhttp://www.scribd.com/facebook

39. 29
Check-in, Virtual Gifts, Share
Check in at Starbucks
with Facebook Places
Starbucks Check In, a new app that
allows you to earn virtual gifts to
share with friends when you check
into Starbucks on Facebook Places.
For each Starbucks check-in on Facebook Places,
Starbucks will donate $1 to Conservation International
16,644,853 Likes up to $75,000
* Numbers on social networks as of November 2010

40. 30
Places, Check-in and WIN
Red Bull plays ball
with Facebook Places
in San Francisco
In honor of Tim's 11 strikeouts last game,
11 autographed Red Bull baseballs were
dropped across SF for fans to come and
find. A picture of each baseball was
uploaded at a specific location and the
first fan to arrive and check-in wins the
baseball.
63,288 Page Likes/Fans
* Numbers on social networks as of November 2010

41. 31
Places, Check-in and WIN
Check into Cheryl
Cole billboards with
Facebook Places
In a new outdoor campaign across the UK for British
singer Cheryl Cole, who has a new album coming out and
a concert tour, fans who check into the billboard will be
taken to her Facebook page and get a chance to win two
free tickets her show
2,810,722 Likes
* Numbers on social networks as of November 2010

42. 32
Places, Check-in and Promote
Facebook Places
powers UK Tourism
with check-ins
Tourist body VisitBritain ranks most popular
attractions in the UK by the number of check-ins
on Facebook Places
37,961 Likes
* Numbers on social networks as of November 2010

43. 33
Taking social to the ski hill with EpicMix

44. 34
Facebook Pages
The Wall
Customized TABS
Insights
Media
Facebook Places Facebook Applications
Deals
Single Sign on
Open APIs
Facebook Messages
Facebook Open Graph
Marketing in a Social World is About People

45. 35
Every industry and vertical is going to
be rethought in a social way.
The real disruption is about people
redesigning these spaces.

46. 36
Thank You
Janice heads up Horizon Studios helping clients connect their brands, empower
Janice Diner customer engagement and bring communities to live across the social and
emerging media space. Janice has led teams that conceived, developed and
executed programs and technologies in the global and local market. She is
considered a pioneer brand builder on Facebook in Canada and serves as an
Follow me on twitter - @janicediner advisor with the MaRS Discovery Centre. In 2009 she served as a judge for the
Like my Facebook Page - facebook.com/janicediner Cannes Lions Advertising awards.
Email me - janice@janicediner.com
Janice has a proven track record of accomplishment developing multiple social
Presentation - slideshare.net/jdiner initiatives including the BlackBerry Global social media presence resulting in
My Site - www.horizon-studios.com over 7 million fans and counting. She initiated the TSN Facebook presence
which, in a two-month period, earned TSN a spot in the top 10 fan pages on
Facebook in Canada. Most recently, in partnership with the US consulting firm
MCAworks, developed the global Hertz Car Rental’s social media strategy.
Janice won several awards for her ground-breaking work for the TD Canada
Trust Money Lounge and SPLIT IT application on Facebook and led the launch
for Playstation 3, Playstation.ca and the first PlayStation Facebook social media
programs.
In past lives as creative director and strategist Janice has held such roles as,
VP Strategy and User Experience at Syncapse, Creative Director at Segal/
Interpublic and Creative Director at Armstrong Partnership.