Social Networks

Facebook• Global social network platform for

sharing content with friends

• 500 million+ active users

• 70+ translations

• 70% of users outside of U.S.

• Developers/entrepreneurs in 190 countries

Competition• MySpace – 40 Million active

users

• Other global social network brands – Orkut is big in Brazil & India

• Niche social networking sites – Care2 & 43 folders

• Social bookmarking

Industry• Evolving and dynamic

• Goal is to become a social utility - an online passport

Secondary Services (for users)

• Mobile apps

• Plug-ins with other 3rd party apps, such as Hootesuite, Tweet deck. News feed focused

Media Buying/Ad Opportunities

• Paid Advertising

– Fan page

– External website

• Owned Media

• Earned Media

– Social influence

Female： Age 27

External

External

Fan Page

External

Fan Page

Male： Age 25

Paid Advertising

Case StudyThe Ritz-Carlton

Resorts of NaplesMarketing Objectives:• Increase resort revenue• Enhance customer relationships (CRM)FB Media Objective:• 2,000 fans within 3 months of launch (5/2010)• 5,000 fans end of 2010• Drive bookings

Case StudyThe Ritz-Carlton

Resorts of NaplesBudget: • $3,000, split between fan page

advertising and resort package offering

Scheduling:• Fan page 7/6-10/20/2010• Summer package offerings 7/6-

8/30/2010

External

Fan Page

RCRNOverall Target Market

• Average age is 45. Overall, skews older – 45-65+

• Affluent individuals

• Women are key decision makers

• Have families, and bring the kids on vacation

• Enjoy luxury brands

• Usually stay 3-4 nights

• Enjoy multiple vacations/year

• Major markets: NYC, DC, Atlanta, Chicago, Philly, St. Louis

• Drive market (Q3): FL and GA

• At resorts – enjoy spa and golf offerings

Targeting: Fan pageTargeting:• Who live in the United States• Who live in District of Columbia, Florida, Georgia...,

Illinois, Maryland, Massachusetts, Minnesota, Missouri, New Jersey, New York, Ohio, Pennsylvania, Texas, Virginia or Connecticut

• Exactly between the ages of 30 and 64 inclusive• Who like beaches, country club, driving range,

enjoying life, enjoying married life, enjoying my children, enjoying time with my family, facial, facials, finest, florida, golf, golf channel, golf club, golf tournaments, golfing, indulge, indulgence, jacuzzi, jacuzzis, laying in sun, laying in sun listening music, laying out, laying out by pool, luxury, luxury travel, married life, massage, massages, naples fl, naples florida, nature, outdoor activities, outdoors, playing golf, playing golf badly, reiki, relaxing, relaxing at beach, relaxing on beach, ritz, ritz carlton, ritzcarlton hotel company llc, spa, spa travel, spa treatments, spas, spending time with my family, spending time with my kids, tanning, tanning at beach, tanning on beach, vacation, vacationing more, vacations or watching golf

• who are not already connected to The Ritz-Carlton ...Resorts of Naples

Pricing, Budget & Schedule

Targeting: Summer Packages

Targeting:• Who live in the United States• Who live within 50 miles of Washington, DC,

Miami, FL, Orlando, FL, Tampa, FL, West Palm Beach, FL, Chicago, IL or New York, NY

• Exactly between the ages of 30 and 64 inclusive• Who like beaches, conde nast traveler magazine,

co...untry club, driving range, enjoying life, enjoying married life, enjoying my children, enjoying time with my family, facial, facials, finest, florida, golf, golf channel, golf club, golf tournaments, golfing, indulge, indulgence, jacuzzi, jacuzzis, laying in sun, laying in sun listening music, laying out, laying out by pool, luxury, luxury travel, married life, massage, massages, naples fl, naples florida, nature, outdoor activities, outdoors, playing golf, playing golf badly, reiki, relaxing, relaxing at beach, relaxing on beach, ritz, ritz carlton, ritzcarlton hotel company llc, romance, spa, spa travel, spa treatments, spas, spending time with my family, spending time with my kids, tanning, tanning at beach, tanning on beach, vacation, vacationing more, vacations or watching golf

Metrics – Fan pageFan page overall:• Impressions: 10,720,236

• Clicks: 7,700

• CTR: 0.072%

• CPC: $0.35

• CPM: $0.25

• Social percentage: 12.5%

Metrics – Summer Packages

Package offering overall- 3 mini campaigns:

• Impressions: 5,099,857

• CPC: $0.62-$0.70

• CPM: $0.12-$0.16

Facebook Fan Page – Month Over Month

Growth 5,000 fan goal

(original EOY goal)

2,000 fan goal

(Three month goal)

Fan page ads begin

Facebook Fan Page - Daily Growth

Fan page ads begin.

Ad budget increased. Also

highest week fan interactions.

Daily budget reduced.

Fan-page advertising correlates absolutely to the growth of the fan count and has been proven to be an extremely effective tactic.

Owned & EarnedOther Opportunities

Owned• Provide valuable content that will spread through WOM

• Utilize FB social plug-ins and FB buttons on website – “Recommend” & “Like”

• Facebook internal apps

• Email marketing integration

Founded on July 15, 2006

Social network, microblogging service

Allows user to send/receive messages, aka Tweets

Tweets are text-based, maximum 140 characters

Follow = to subscribe and receive all the tweets by a user

Follower = people who subscribe to your tweets

Tweets can be sent via the website, external mobile applications (smartphones), or SMS

Introduction

20

Who uses it?Anyone can use twitter. Most users are individuals

Individuals use twitter to connect with friends and family

More and more companies, organizations start to use it

Companies use twitter to promote and/or to build/maintain relationships with customers

Other use

Other uses of twitter include political campaigns, emergencies, protests

•Example: 2011 Egypt protests; people were able to tweet via calling, because the Internet in Egypt was down•Example2: 2011 Earthquake and tsunami in Japan; people in Japan used it to reach their friends in Japan/overseas, because the mobile phone network was down

#hashtag is being used quite often as a direct communication among social groups and organizations; grouping

Example: #PRChat, #Jaiku

Sometimes its really just a reflection of current trend

Example: #prayforjapan (what people tweet after March 11th)

#Hashtag

Twitter is the dominant player in the North American Market. Facebook (though microblogging is not the primary purpose of people who use Facebook), identi.ca, bentio.com, Jaiku, NotePub, Qaiku, Yammer, Woondy and Google Buzz. Note: it’s based on the North American and European Market (English-speaking countries).

Competition

TwitterTwitterThe industry is evolving from personal micro-blogging service to a company-customer relationship builder and news sharing/reporting network. Secondary services are Hootsuite, CoTweet, TweetDeck, Tweepler, MahTweets, Tweet3...Social eye – Boston based, goes beyond and does analystics, tracks ROI

Media buying and advertising

For a long time, Twitter did not provide an official platform for media buying/advertising. It was mostly owned and earned media back then.  Earned media: when people tweet about your company/product/trendOwned media: brands use their own Twitter account to tweet about their products and services

Twitter – JetBlue JetBlue uses two twitter accounts: it started with @JetBlue to listen to customers’ comments @JetBlue is being used to communicate with customers regarding their concerns and questions and it also provides service notice@JetBlueCheeps is being used solely for tweeting promotionsLimitation: no interesting stimulus, has to be within 140 characters (redirect people to external site)

@JetBlue1,608,622 followers as of March 14th, 2011Owned media (its own account)Followers opted-in to receive daily updates (sometimes multiple updates per day)Reach: 1,608,622 followers, cost $0 per follower (back then there was no paid ways to advertise on Twitter)Frequency: costs @JetBlue $0 per tweet, they can tweet whenever they want to (but you don’t want be spammy)Answers customers’ questions and concernsProvides service notice

@JetBlueCheepsAnother owned mediaNot as personal as @JetBlue, @JetBlueCheeps is a system that alerts you with JetBlue’s limited time promotions@JetBlueCheeps has 203,555 followers as of March 14th, 2011 (definitely follow this one if you’d like to score some sweet deals!)Again, both reach and frequency costs $0

Buying/PlanningPlanningLess than one year ago, Twitter finally began to offer three types of media buying/advertising. However, it is not yet a self-service, e.g., Facebook Ad/ Google Adwords. Promoted Tweets: PPC, automatically being removed if there’s not enough actions (RTs, replies or clicks); bidding on keywords and categories (minimum bid $0.50 and will change)

How to buy?Promoted Accounts: PPC, bidding on keywords, categories, average cost $1-$2 per follower (pay per follower)Promoted Trends: allows you to target certain locations (worldwide, Boston, MA, USA… etc.), flat-rate per day; a very high price but provides a reach of 60 million users per day

Which to buy?Promoted Tweets: introducing new products, new concepts, get people to talk about those thingsPromoted Accounts: brands those trying to build its online existence, maintain relationship with customers, show their love to their loyal customers; build fan basePromoted Trends: generally serves the same purpose that a promoted tweet does, but gets more reachExample: to bury news that may cause negative impact to the brand (e.g., Kraft: getting people to tweet about mac & cheese and trying to bury the news that they GMO bovine growth hormone in their "food." credit: WootLive)

Twitter Targeting: for different age groups, use different kind of wording that is suitable for each age group; use different keywords if you are targeting different age groups at the same time (campaigns that carry similar message but have different targets)Market Selection: keywords based still; e.g., target at people who lives in Manhattan, NY, Los Angeles, CA... etc. Or USA if you are targeting the entire countryScheduling: do not tweet at a time that no one’s reading the twits?(3AM) Might not be cool to advertise your fast-food products if the society is currently extremely concerned about eating healthy.

Thank You!Presented by•Chia hsin Chao (Cathy)•Kristin Mattera•Monica Zurlinden•Yuting Jiang