krds how facebook is changing the way we interact with brands
TRANSCRIPT
FACEBOOK GARAGE - CHENNAI
How Facebook ischanging the way weinteract with brands?
Florent Ferere, Project Manager at KRDS
A fact to start with
• Pepsi spent more than $250 million in Super Bowl TV ads during the past 20 years
• This year, Pepsi has opted out of TV…
…in favor of its online Facebook-connected Refresh Everything charity project
A fact to start with
“Instead of getting 30 seconds to connect with their customers, they’re getting 30 days”
Mike Murphy, vice-president of global sales at Facebook
Brands can no longer ignore Facebook
• 500 million monthly active users• Certainly
1 billion before 2011
200 million daily active users
55 minutes per day per average user
« Must dash….need to spend some time on Facebook »
60 million status updates posted each day
3 billion photos uploaded to the site each month
20 billion pieces of content shared each month
Now, Facebook leads sharing on the web!
The advent of Facebook
So brands can no longer ignore Facebook…
But are they welcome on Facebook?
Or are they regarded as party crashers?
Good news!
Brands are rather welcome!
The power of Facebook Pages:
A once in a decade marketing revolution
A Facebook page:
“a tool that allows entities such as public figures and organizations to broadcast information to their fans’ Facebookhomepages……. for free…….and without limits”
Easy subscription to a brand’s news
=
A Multimedia Publishing tool
News can be:• Pictures• Videos• Questions to fans• Notes• Links• Event
The Story Telling era
« On Facebook, it’s far better to publish ten1-minute-long videos, one every day….
…than to publish a 10-minutes-long videoat once »
An interactive tool
Fans can:• Watch videos straight from their home pages• Comment content• Like content• Share content with their friends
A very popular tool!
• More than 3 million active Pages on Facebook
• More than 20 million new fans of Pages each day
• More than 5.3 billion fans
• Average user becomes a fan of 4 Pages each month
Some brands are lucky…
…they’re already popular outside of Facebookand have gained fans effortlessly
Less famous brands need to market actively theirpages
The targeting power of Facebook Ads
Brands can target their audience as it has never been possible before
Ads-driven users have to be incentivized to become fans with offers or special content
BNP Paribas Case Study
We wantfans!
OK!But…..
BNP Paribas Case Study
That’s a tough time being a bank right now
Let’s try something different
BNP Paribas prides itself for supporting the film industry
Why not give away movietickets to fans?
On BNP Paribas FB Page
A daily sweeptake: 1000 movietickets to be won every dayduring 1 month
To take part, users have to become fans of the bank
Sample of the winners of the day before
Users were prompted to share the offer withfriends
30
BNP Paribas Case Study
Traffic fromFacebook Ads to the
Facebook Page
Daily sweepstake on the Facebook Page
120 000 fans
0 fan 1 month laterNumber 1 bankon Facebook in terms of fans
Follow the golden rule!
• Most of the content published by a brand has to remainconsistent with the reason why users became fans in the first place
• If you don’t, fans will simply hide your posts
• In BNP Paribas case:– the bank should keep posting about films 4 out of 5 times – and post bank offers 1 out of 5 times
The power of Facebook Apps
What is a Facebook app?
a website fully embedded in Facebook
What is a Facebook app?
where users can use Facebook viral features to seamlessly share what they’re doing with their friends
What is a Facebook app?
where users can use Facebook viral features to seamlessly share what they’re doing with their friends
A new app is launched
The app is advertised among a first set of users
Some users interact with the app
They share their activity with friends
Some friends use the app, and share it with their friends…
Case Study: « The greatest quiz of France »
Number 1 French TV Channel
I want:• To create buzz about mynew TV show
• Traffic to my website
OK!
KRDS’ answer
The Facebook app« The grestest quiz of
France »
FB app « The grestest quiz of France »
Step 1
Crosspromotion of the app on KRDS network of FB apps
20 000 users drivento the app in 4 days
Step 2: let the app go viral!
Users are prompted to invite their friends…
Step 2: let the app go viral!
…and to publish their results on their Facebook wall and friends’ home pages
30 days later…
Viral bonus = 1,5M/20k = 75
20 000Ads-driven users
1 500 000 Virality-driven users
A good concept
The art of displayingviral features at the right time and place
Ads-driven usersx
Viral Bonus=
Total number of users
Branding
10 million Facebookusers saw the brand, even if they didn’t play
40 million impressions of the quiz resultsstory on users’ home pages
In october 2009
Driving traffic to www.tf1.fr
Driving traffic to www.tf1.fr
• was the top source of trafficto the page dedicated to the TV show on www.tf1.fr
• drove up to 40 000 users/week to www.tf1.fr
« The greatest quiz of France »…
Facebook Live Stream
When watching a show online
becomes social
Brands can broadcast live their events and let Facebookusers comment on it thanks to the Facebook Live Stream
When users comment, it updates their status, sofriends can see it and click to join the conversation
Louis Vuitton’sFacebook page gained 120k fans during the weektheir fashion show was broadcast
Today: more than1,300,000 fans
Simultaneous use of TV and PC
• 14% of Super Bowl viewers also spent time online during the game, at an average of 29 minutes per user
• Simultaneous use of TV and PC is a growing trend
• The FB Live Stream: the perfect tool to leverage that trend:it enables internet users to socialize with their friends about what they’re watching on TV, while they’re watching!
Last words…
