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Krds how facebook is changing the way we interact with brands


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  • 1. FACEBOOK GARAGE - CHENNAI How Facebook is changing the way we interact with brands? Florent Ferere, Project Manager at KRDS
  • 2. 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
  • 3. 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
  • 4. Brands can no longer ignore Facebook • 500 million monthly active users • Certainly 1 billion before 2011
  • 5. 200 million daily active users
  • 6. 55 minutes per day per average user « Must dash….need to spend some time on Facebook »
  • 7. 60 million status updates posted each day
  • 8. 3 billion photos uploaded to the site each month
  • 9. 20 billion pieces of content shared each month
  • 10. Now, Facebook leads sharing on the web!
  • 11. The advent of Facebook
  • 12. So brands can no longer ignore Facebook…
  • 13. But are they welcome on Facebook?
  • 14. Or are they regarded as party crashers?
  • 15. Good news! Brands are rather welcome!
  • 16. The power of Facebook Pages: A once in a decade marketing revolution
  • 17. A Facebook page: “a tool that allows entities such as public figures and organizations to broadcast information to their fans’ Facebook homepages… …. for free… ….and without limits”
  • 18. = Easy subscription to a brand’s news
  • 19. A Multimedia Publishing tool News can be: • Pictures • Videos • Questions to fans • Notes • Links • Event
  • 20. The Story Telling era « On Facebook, it’s far better to publish ten 1-minute-long videos, one every day…. …than to publish a 10-minutes-long video at once »
  • 21. An interactive tool Fans can: • Watch videos straight from their home pages • Comment content • Like content • Share content with their friends
  • 22. 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
  • 23. Some brands are lucky… …they’re already popular outside of Facebook and have gained fans effortlessly
  • 24. Less famous brands need to market actively their pages
  • 25. The targeting power of Facebook Ads Brands can target their audience as it has never been possible before
  • 26. Ads-driven users have to be incentivized to become fans with offers or special content
  • 27. BNP Paribas Case Study We want fans! OK! But…..
  • 28. 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 movie tickets to fans?
  • 29. On BNP Paribas FB Page A daily sweeptake: 1000 movie tickets to be won every day during 1 month To take part, users have to become fans of the bank Sample of the winners of the day before
  • 30. Users were prompted to share the offer with friends 30
  • 31. BNP Paribas Case Study Traffic from Facebook Ads to the Facebook Page 120 000 fans Number 1 bank 1 month later on Facebook in 0 fan terms of fans Daily sweepstake on the Facebook Page
  • 32. Follow the golden rule! • Most of the content published by a brand has to remain consistent 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
  • 33. The power of Facebook Apps
  • 34. What is a Facebook app?  a website fully embedded in Facebook
  • 35. What is a Facebook app?  where users can use Facebook viral features to seamlessly share what they’re doing with their friends
  • 36. What is a Facebook app?  where users can use Facebook viral features to seamlessly share what they’re doing with their friends
  • 37. A new app is launched
  • 38. The app is advertised among a first set of users
  • 39. Some users interact with the app
  • 40. They share their activity with friends
  • 41. Some friends use the app, and share it with their friends…
  • 42. Case Study: « The greatest quiz of France » I want: • To create buzz about my new TV show Number 1 French TV Channel • Traffic to my website OK!
  • 43. KRDS’ answer The Facebook app « The grestest quiz of France »
  • 44. FB app « The grestest quiz of France »
  • 45. Step 1 Crosspromotion of 20 000 users driven the app on KRDS to the app in 4 days network of FB apps
  • 46. Step 2: let the app go viral! Users are prompted to invite their friends…
  • 47. Step 2: let the app go viral! …and to publish their results on their Facebook wall and friends’ home pages
  • 48. 30 days later… The art of displaying 20 000 A good viral features at the Ads-driven users concept right time and place 1 500 000 Virality-driven users Viral bonus = 1,5M/20k = 75
  • 49. Ads-driven users x Viral Bonus = Total number of users
  • 50. Branding In october 2009 10 million Facebook users saw the brand, even if they didn’t play 40 million impressions of the quiz results story on users’ home pages
  • 51. Driving traffic to
  • 52. Driving traffic to • was the top source of traffic to the page dedicated to the TV show on « The greatest quiz of France »… • drove up to 40 000 users/week to
  • 53. Facebook Live Stream When watching a show online becomes social
  • 54. Brands can broadcast live their events and let Facebook users comment on it thanks to the Facebook Live Stream
  • 55. When users comment, it updates their status, so friends can see it and click to join the conversation
  • 56. Louis Vuitton’s Facebook page gained 120k fans during the week their fashion show was broadcast Today: more than 1,300,000 fans
  • 57. 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!
  • 58. Last words…
  • 59. Thank You!