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It’s Not Over Yet: Brand and Communications Strategy

Di Caplinska & Jonathan Nausner Miami Ad School Europe

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The Problem

People stopped appreciating the service. The love for the brand is gone.

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Problem?

What are you talking about?

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Facebook is growing faster than ever!

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Well...

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It used to be the 3rd most visited website in 1999.

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Once the largest social network now facing a slow death.

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What will be the next Facebook?

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How can Facebook steer in the right direction?

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The Task

Brand & Communications Strategy

Where is Facebook today?

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The ultimate social network. 14

Catch - 22 Business Model

‘what brings profit annoys users’

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Benefitting from broadening

online demographics. 16

Undermined by those who don’t use it intelligently.

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• Attributes:

free, sharing, open, social, equal, impartial, consistent

• Benefit:

A Feeling of Togetherness

• Reason why:

Facebook is a stage that exchanges the narrative of your life with your social circle

• Character: The Middle-Man

• Essence: Open Mic

Brand Strategy: Status

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•  Five people focus groups

•  Friend count: 70 - 800

Primary Research

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Key Areas of Discussion

1.  Annoying applications

2.  Privacy controversy

3.  Organisation of friends

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Findings

1.  ‘Applications? I hate them. With passion!’

2.  ‘I don’t trust Facebook, and don’t really understand privacy either. There are so many of us, how would they use my data?’

3.  ‘The organisation of my friends is a chaos. It took a lifetime to sort it out! I don’t think many people even tried it.’

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So how can Facebook improve?

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•  Limit presence of applications

•  Simplify privacy policies

•  Improve friend organisation tools

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Have you noticed?

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Privacy settings continuously explained and tightened.

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Friend organisation simplified and sharing easily monitored.

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Facebook is like the guy who works extra hours

that nobody acknowledges.

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Get Facebook talking about what it is doing!

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• Attributes:

trustworthy, responsive, social,

selective, simple

• Benefit:

Enhanced Social Life

• Reason why:

We are new to this and constantly working to make Facebook the best it can be.

• Character: The Perfect Facilitator

• Essence: Catch-Up Party

Brand Strategy: Vision

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•  Everyone with internet access -

Facebook users, skeptics, and those unaware.

•  Common mood

„ Make me feel valued!“

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•  We are going to get it right. Hang in there.

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Facebook ‘works for me’.

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•  Trustworthy, hard-working, optimistic, honest, patient, down-to-earth, transparent

•  Avoid the cocky Zuckerberg image

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•  Facebook In place of the usual ads Open forum with employee contributions Temporary return old interface to illustrate undergone improvement

•  YouTube tutorials about updated features

•  Technology website takeovers, e.g. Wired, Gizmodo

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Questions?

Ideas?

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Thanks for your attention!