At the Wednesday "Cannes International Creative Festival" Advertising Conference in 2011, Facebook announced that it would form a "customer committee" of 12 members, according to the online edition of the American Marketing magazine advertising era. The Committee will make a variety of constructive comments on issues such as Facebook's online advertising market strategy.
Carolyn Everson, vice president of global advertising sales at Facebook, said the committee was Everson by two main categories: the world's largest advertising agency and Facebook's big global Advertiser. Everson also said the committee's members rotate once a year to allow different advertising agencies and advertisers to have a chance to participate in the development of Facebook's advertising strategy.
"We urgently need to establish a formal mechanism in which advertisers can provide advice to Facebook," Everson said. By forming a customer committee, we can get useful advice from these members and they will be able to keep abreast of the various advertising strategies that Facebook plans to implement. "Everson, the committee members will hold four meetings a year, the venue for the various advertising conferences held, the meeting will be held in private."
The formation of a client committee could be seen as Facebook's latest effort to strengthen its collaboration with advertising agencies and advertisers. A year ago Facebook set up a team that was meant to strengthen partnerships with advertising agencies and advertisers. Since then, Facebook has been planning to form a client committee.
Everson revealed that the Facebook customer board currently has two members, McCann Worldgroup Advertising CEO Nick Brain (Nick Brien), Coca-Cola marketing and communications director Windy Clark (Wendy Clark). Everson said: "We will issue the remaining invitations next week and confirm the first batch of members of the Committee within two weeks." "Facebook initially determined that the Facebook Client committee will hold its first private meeting during the event that the US Advertising Association (ANA) held in October this year.
Coca-Cola's Clark says he will be able to understand other advertisers ' views on social media in the future after becoming a member of the Facebook client committee. The Advertising Age points to the fact that Clark has been on Facebook because Coca-Cola is one of Facebook's main advertisers.
Everson says Facebook will further improve the performance of its own advertising platform after collecting recommendations from Facebook's customer board, "and we will directly feed the Committee's recommendations to the Facebook technology development team and marketing team." The recommendations of the Committee will help us to solve the problems encountered by our clients in a timely manner and enable us to develop our advertising business well. ”