why and how should brands use facebook lisboa june 2011

Lisboa, June, the 2nd, 2011

Why and how should brands use Facebook?

Thomas JestinCo-founderKRDS

May 2011

Source: Facebook

70% outside US

- 350M+ log in on a daily basis

- 250M+ mobile users

- real identity

- 130 friends on average

- 30 billion+ pieces of content shared each month Source:

Facebookfacebook.com/krds [email protected]

1990-2009: $250 millions spent in TV ads during the Super Bowl

2010 : Pepsi stopped

TV ads

facebook.com/krds [email protected]

+1,5 million fans in one weekend

Video viewed and commented more than 9 millions times


Davide GrassoNike's chief marketing officer

“Facebook is the equivalent for us to what TV was for marketers back in the 1960s.

It's an integral part of what we do now.”

“Facebook is the future”

“Facebook is a must-have for digital advertising and brand building”

Total Advertising budget :

$9 billions/year

Innovation Outreach Venturing Day, janvier 2010

Vitaminwater shut down its branded website and replaced it with its Facebook page


2009 - 2010

x 10Advertisers’ Facebook Ads spendings


November 2010

25% of

viewed pages

with ads


Americans spent a cumulative 100,000 years on Facebook in March 2011.


3,8 million unique visitors / month

35,5% of country population

74% of online country population

1,9 million log in on a daily basisfacebook.com/krds [email protected]

Why should you as a brand use Facebook?


To raise awareness about your company &

To market your products / services


To do business

- to generate leads

- to drive traffic to on & off-line destinations

- to sell your products / services

27% of consumers said they would be willing to purchase physical goods through Facebook (Booz & Co)

facebook.com/krds [email protected] ©KRDS

Mark Zuckerberg

“If I had to guess, social commerce is next to blow up.”


Use facebook also :

To do CRM, customer service

To do Market research, get feedback, collect data

To do Product development, crowdsource tasks (e.g. VitaminWater)

To find profiles to hire


Shiv SinghHead of Digital at PepsiCo

“ Facebook is the Wal-Mart of the digital space for us,there we find a deep, meaningful and easy way to learn from our consumers, co-create with them, market to themand create meaningful engagement experiences with them for the long term.”

(Mars 2011)facebook.com/krds [email protected] ©KRDS

The Facebook Marketing Toolbox

Europe, June 2011


The Facebook Marketing toolbox - Europe, June 2011

Page Application

Engagement AdsStandard Ads

Social Plugins

Facebook Connect

Places & Check-in Deals

Credits

Sponsored Stories Ads


Since May 2007

Facebook opens itself to third-party developers.

Applications

Time to reach 50M users

13 years 4 years 3,5 years 20 days


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…

From 0 to 1,5 millionusers in 30 days

1600 Candidates

150 000 voters

Universal AZ music label


Social Plugins

Easy-to-implement Facebook features for websites

Like button

Send button

Comments

Live stream

Recommendations

Activity feed

Like box Login button

Registration


Like button

Friends of likers see a large story in their newsfeed

Sites with Like buttons have seen a 50%-300% increase in traffic from Facebook

Adds liked items to facebook seach

Creates lasting connections : website can send updates to likers’ newsfeed

Drives short term traffic

Like button : extensive insights to improve your site’s « likability »


Facebook Connect

A powerful set of APIs for developers that lets users bring their identity and connections everywhere.

“Most of Facebook’s interaction will take place off Facebook.com in the future”

Mark Zuckerberg


Facebook Connect Subscription to a service is easier than ever


User experience can be personalized

Facebook Connect


Facebook Connect

Sharing is easy


Social Plugins & Facebook Connect are used by over 2M websites (+10k every day)

Facebook users are more likely to engage and spend more time on sites than normal internet users

NHL.com users from FB spend 85% more time, read 90% more articles, and watch 85% more videos

One Facebook Share generates an additional $2.53 in ticket sales (Eventbrite)


Since Nov 2007Self-serving platform

« Ads should be content ! »

Engagement AdsSince 2008

VideoEvent

SamplePoll


Sponsored Stories AdsSince 2011

Ads that derive content directly from friends’ interactions with the brand Source: Nielsenfacebook.com/krds [email protected] ©KRDS

2011

Places & Check-in Deals


Credits

2011


(to sell virtual goods only for now)

Facebook Page

“61% of global Fortune 100 companies have a Facebook page in 2011, up from 54% in 2010”

(source :Burson-Marsteller )


Facebook Page: a dual strategy

Get fans Interact with fans


Why should a brand get fans?


1. Your potentiel customers use Facebook!

13 - 17565k

18 - 24 915k

25 - 341060k

35 - 44685k

45 – 54335k

51,5% Men

48,5% Women

+ 54 220k


…messages to its fans:

- for free

- repeatedly

2. Because a brand can send…


…messages that include pictures and brand logo…


- like

- comment with their real identity

- share with their 130 friends

…messages that fans can:


…and you can monitor engagement


3. Because 36% of fans say their purchase intent has increased since

they became fans

You buy this

Source: Source: DDB Worldwide/OpinionWay Researchfacebook.com/krds [email protected] ©KRDS

Advertising to Facebook fans instead of non-fans enables advertisers to reduce the acquisition cost of:

registrations by 44%

event signups by 33%

purchases by 15%”Source: TBG


4. Because your competitors are outperforming you


5. Because you need to be ready to outcompete bad buzz

in Facebook search queries


6. Because you know who your fans are


7. Because it Improves your SEO

Facebook Page is one of the easiest pages to move onto

page 1 of Google


Whydoes a userfan a brand?


1. To get exclusive deals & offers

Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011facebook.com/krds [email protected] ©KRDS

2. To be entered into a

sweepstake

Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011

3. To receive exclusive content

Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011facebook.com/krds [email protected] ©KRDS

Awareness

Education

Serious engagement

Desire

Facebook Marketing Funnel

Fans base growth

Simple engagement


HowTo get fans?


+ 250 000 likers in 10 days !(March 2011)

DOCreate an application & buy traffic


1st international airline on Facebook


What were the key success factors ?


A large Facebook Market Ads Media Buying (Havas)


A real incentive to click the « like » button


Inspiring prizes matching Air France’s business


Taking part to the sweepstake is simple and fun


A real incentive to share


Available in many languages


DOLeverage your online audience seriously


DOLeverage your offline audience !


Awareness

Education

Simple engagement

Serious engagement

Desire

Call to action

Story tellingFans comment, like and share



DON’TLoose control of your wall


DOs Community management

Post short videos & photos

Text posts should be short (less than 80 characters)

Ask yes/no questions

Post content also outside business hours


DOs Community management

Learn to listen

Be authentic, original, funny

2 Magic Words :

Don’t be overly promotional

Sorry & Thank you


Awareness

Education

Serious engagement

Desire

Simple engagement

Call to action

Users complete a purchase



DO Flash Sales

Pampers sold 1,000 diapers in 1 hour on its Facebook store


DO Host a Facebook Store…


In any case, make sure to transform all of the items you’re selling into Facebook objects on the « open graph » that can be liked, sent and commented on.

…or Facebook Connect your current website.

Media

Media

Media

Marketing has always been a mix of paid, owned and earned media.

Facebook is no different.


3 key success factors

LegalKnow-how

Conception Know-how

Technical Know-how


How to develop Facebook applications without bugs ?

How to best combine Facebook marketing tools so as to design a consistent and efficient overall Facebook strategy ?

What’s technically feasible is not necessary legally allowed.


Rules are complicated and evolving

there is a need for specialists

Last word

Test and learn !


Obrigado !

facebook.com/KRDS twitter.com/KRDS [email protected]

Thomas JestinCo-founder

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