Thomas Jestin at Inspired Digital 2010

“How brands should harness the viral power of Facebook?”
Thomas Jestin, co-founder of KRDS

A fact to startwith
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 startwith
“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
400 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 spendsome 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 theywelcome on Facebook?

Or are theyregarded as party crashers?

Good news!
Brands are ratherwelcome!

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’ Facebook homepages…
…. for free…
….and without limits”

=
Easysubscription to a brand’s news

A MultimediaPublishingtool
News canbe:
Pictures
Videos
Questions to fans
Notes
Links
Event

The Story Tellingera
To leverage the full potential of Facebook, brands need to tell Facebook-tailored stories to their fans, using all media available.

The Story Tellingera
« On Facebook, it’s far better to publishten 1-minute-long videos, one everyday….
…than to publish a 10-minutes-long videoat once »

An interactive tool
Fans can:
Watch videos straight fromtheir home pages
Comment content
Like content
Share content withtheirfriends

A verypopulartool!
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

A boon for local businesses
More than 1.5 million local businesses have active Pages on Facebook
« Facebook fans visit more, they spend more during their visit, they have a higher attachment to the brand »
a study from Rice University shows.

Some brands are lucky…
…they’realreadypopularoutside of Facebook and have gained fans effortlessly

Lessfamous brands need to marketactivelytheir pages

The targeting power of FacebookAds
Brands cantargettheir audience as it has never been possible before

FacebookAds Case Study
Avenue 100 Media Solutions, a performance marketing company, ran a CPC campaign on Facebook in january that served more than 3 billion impressions
For a specific product and ad group within its campaign, it achieved impressive results compared to similar campaigns it ran with search engines:
120% difference in unique CTR
100% difference in conversion rate
455% difference in margin

Ads-drivenusers have to beincentivized to become fans withoffers or special content

BNP Paribas Case Study
Wewant fans!
OK!
But…..

That’s a tough time being a bank right now
Let’strysomethingdifferent
BNP Paribas pridesitself for supporting the film industry
Why not giveawaymovie tickets to fans?

On BNP Paribas FB Page
A dailysweeptake: 1000 movie tickets to be won everydayduring 1 month
To take part, users have to become fans of the bank
Sample of the winners of the daybefore

Userswereprompted to share the offerwithfriends
33

TrafficfromFacebookAds to the Facebook Page
120 000 fans
Number 1 bank on Facebook in terms of fans
1 monthlater
0 fan
Daily sweepstake on the Facebook Page

Follow the golden rule!
Most of the content published by a brand has to remain consistent with the reasonwhyusersbecame fans in the first place
If youdon’t, fans willsimplyhideyourposts
In BNP Paribas case:
the bankshouldkeepposting about films 4 out of 5 times
and post bankoffers 1 out of 5 times

The power of FacebookApps

Whatis a Facebookapp?
 a websitefullyembedded in Facebook

Whatis a Facebookapp?
 whereuserscan use Facebook viral features to seamlesslysharewhatthey’redoing withtheirfriends

A new appislaunched

The appisadvertisedamong a first set of users

Someusersinteractwith the app

Theysharetheiractivitywithfriends

Somefriends use the app, and shareitwiththeirfriends…

A successfulplatform
More than 1 million developers and entrepreneurs from more than 180 countries
Every month, more than 70% of Facebook users engage with applications
More than 500,000 active applications
More than 250 applications > 1 million monthly active users

Case Study: « The greatest quiz of France »
I want:
To createbuzz about my new TV show
Traffic to mywebsite
Number 1 French TV Channel
OK!

KRDS’ answer
The Facebookapp
« The greatest quiz of France »

FB app « The greatest quiz of France »

Step 1
Crosspromotion of the app on KRDS network of FB apps
20 000 usersdriven to the app in 4 days

Step 2: let the app go viral!
Users are prompted to invite theirfriends…

Step 2: let the app go viral!
…and to publishtheirresults on theirFacebookwall and friends’ home pages

30 dayslater…
The art of displaying viral featuresat the right time and place
20 000
Ads-drivenusers
A good
concept
1 500 000
Virality-drivenusers
Viral bonus = 1,5M/20k = 75

Ads-drivenusers
x
Viral Bonus
=
Total number of users

Branding
In october 2009
10 million Facebookuserssaw the brand, even if theydidn’tplay
40 million impressions of the quiz results story on users’ home pages

Drivingtraffic to www.tf1.fr

Drivingtraffic to www.tf1.fr
was the top source of traffic to 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
Whenwatching a show online becomes social

Brands canbroadcast live theirevents and let Facebookusers comment on itthanks to the Facebook Live Stream

Whenusers comment, it updates theirstatus, sofriendscanseeit and click to join the conversation

Louis Vuitton’sFacebook page gained 60k fans during the weektheirfashion show wasbroadcastToday: more than 900k 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

FacebookConnect
“Most of Facebook’s interaction will take place off of the website Facebook.com in the future”
Mark Zuckerberg, founder of Facebook

WhatisFacebookConnect ?
Facebook Connect is a powerful set of APIs for developers that lets users bring their identity and connections everywhere.

JibJab is a ten year-old company that offers customizable digital greeting cards and videos
Case Study: JibJab

Case Study: JibJab
Seamlesssubscription to the site withyourFacebookidentity: itonlytakes few seconds!

Access to users’ data: FB ConnectenablesJibJab to provideuserswith a tailoredexperience
Case Study: JibJab

Case Study: JibJab
Ability to share content back to Facebookwithfriends in few clicks

Case Study: JibJab
Before Facebook Connect
8 years to reach 1.5 million registered users in the era of email
When sharing content, users would give 2 or 3 emails
With Facebook Connect
only 5 months to acquire 1.5 million registered users
up to 20 clicks back to JibJab.com for each item posted on Facebook

Last words
Facebook is not a fashion trend, be sure it’s here to last
Brands should go on Facebook as soon as they can to test and learn about all the tools available: page, app, connect, live stream
Soon for brands: Facebook Mobile, Facebook Credits, Facebook Location

Thank You!
Thomas.jestin@krds.fr
www.Krds.com
Twitter.com/KRDS
Fr.allfacebook.com
Facebook.com/KRDS

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Thomas Jestin at Inspired Digital 2010

by Inspired Communications on Mar 23, 2010

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Thomas Jestin at Inspired Digital 2010 — Presentation Transcript