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Why should brands use facebook? March 2011 Madrid
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Why should brands use facebook? March 2011 Madrid

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¿Por qué las marcas deberían usar Facebook? Ponencia presentada por Thomas Jestin (Co-fundador de KRDS) y Pablo Asencio (Country Manager de KRDS España) en OMExpo Madrid 2011.

¿Por qué las marcas deberían usar Facebook? Ponencia presentada por Thomas Jestin (Co-fundador de KRDS) y Pablo Asencio (Country Manager de KRDS España) en OMExpo Madrid 2011.

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  • Les 35 ans et + : Leur poids dans l’audience passe 19% en juin 2009 à 27% en juin 2010  +130% d’utilisateurs gagnés en 1 ans (vs +59% sur les 25-34 ans)C’est la tranche qui progresse le plus

Transcript

  • 1. Why should brands use Facebook?
    Thomas Jestin
    Co-founder
    KRDS
    Pablo Asencio
    Country-manager
    KRDS Spain
    Madrid, March, the 16th, 2011
  • 2. 1990-2009: $250 millions spent in TV adsduring the Super Bowl
    2010 :
    Pepsi stopped TV ads
  • 3.
  • 4.
  • 5. Video viewed and commented more than 9 millions times
    +1,5 millions fans in one weekend
  • 6. “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.”
    Davide Grasso
    Nike's chief marketing officer
  • 7. Advertising budget :
    $9 billions/year
    “Facebook is the future”
    “Facebook is a must-have for digital advertising and brand building”
    Innovation OutreachVenturing Day, janvier 2010
  • 8. 2009 - 2010
    Advertisers’ spendings
    x 10
  • 9. Global advertisingexpenses
    TV
    Radio Press
    Billboards Internet
    Search
  • 10. November 2010
    25%
    of viewed pages withads
  • 11. 12.9 millions unique visitors / month
    27% of country population
    44% of online country population
    6,5 millions log in on a daily basis
  • 12. The Facebook Marketing Toolbox
    Europe 2011
  • 13. The Facebook Marketing toolbox - Europe 2011
    FacebookConnect
    Page
    Social Plugins
    Application
    Places & Deals
    Credits
    Engagement Ads
    Standard Ads
  • 14. Since May 2007
    Facebook opens itself
    to third-party developers
  • 15. Time to reach 50M users
    13 years
    4 years
    3,5 years
    20 days
  • 16. From 0 to 1,5 million
    users in 30 days
  • 17. Universal AZ music label
    1600
    Candidates
    150 000 voters
  • 18. FacebookConnect
    Social Plugins
  • 19. SinceNov 2007
    Self-servingplatform
  • 20. Since 2008
    Engagement Ads
    « Adsshouldbe content ! »
    Video
    Event
    Poll
    Sample
  • 21. 2011
    Places & Deals
  • 22. 2011
    Credits
  • 23. Facebook Page
  • 24. Facebook Page: a dual strategy
    Get fans
    Interactwith fans
  • 25. ?
    Why
    should a brand get fans
  • 26. 1. Your potentiel customers use Facebook!
    + 54
    0.7M
    13 - 17
    1.2M
    45 – 54
    1.2M
    18 - 24
    2.7M
    35 - 44
    2.8M
    49% Men
    51% Women
    25 - 34
    4.3M
  • 27. 2. Because a brand cansend…
    …messages to its fans:
    - for free
    - repeatedly
  • 28. …messages thatincludepictures and brand logo…
  • 29. …messages that fans can:
    - like
    - comment withtheir real identity
    - sharewiththeir 130 friends
  • 30. …and youcan monitor engagement
  • 31. You buythis
    3. Because more than 33% of fans saytheirpurchasingintent has increasedsincetheybecame fans
  • 32. 4. Becauseyourcompetitors are outperformingyou
  • 33. 5. Becauseyouneed to beready
    to outcompetebadbuzz
    in Facebooksearchqueries
  • 34. 6. Because you know whoyour fans are
  • 35. ?
    Why
    does a user
    fan a brand
  • 36. 1. To get promotions & deals
  • 37. 2. By love of the brand
  • 38. 3. To keep up with the brand’s news
  • 39. Facebook Marketing Funnel
    Fans base growth
    Awareness
    Education
    Desire
    Simple engagement
    Serious engagement
  • 40. DO
    Create an application & buytraffic
    French tour operator
    + 120 000 likers in 9 days !
    (January 2011)
  • 41. 1. FacebookAdsbuying
    (CPC-optimized by KRDS)
  • 42. 2. A reallycompellingincentive to click the « likebutton » : to beeligible for a sweepstake to winholidays
  • 43. 3. A very simple flow: userscanplay in 3 clicks
  • 44. 4. Inspiringprizes: 2 weekholidays to be won per day for 15 days
    « I’llplayagain and again!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! »
  • 45. 5. A real incentive to share the application withfriends:
    « if one of yourinvitedfriendseverwins, youwin as well »
  • 46. DO
    Create an application & buytraffic
    + 250 000 likers in 10 days ! (early March 2011)
  • 47.
  • 48.
  • 49.
  • 50. DO
    Leverageyour online audience seriously
  • 51. DO
    Leverageyour offline audience !
  • 52. DO
    Leverageyour offline audience !
  • 53. Facebook Marketing Funnel
    Awareness
    Fans
    comment, like and share
    Education
    Story telling
    Desire
    Call to action
    Simple engagement
    Serious engagement
  • 54.
  • 55. DON’T
    Loose control of yourwall
  • 56. Facebook Marketing Funnel
    Awareness
    Education
    Desire
    Userscomplete a purchase
    Simple engagement
    Serious engagement
    Call to action
  • 57. 4 possible strategies
    Brand advertising
    Web/foot trafficdriving, data collection
    CRM
    Monetization/
    f-commerce
  • 58. Owned
    Media
    Paid
    Media
    Earned
    Media
  • 59. Paid Media
    1. Yourtarget audience is on Facebook
    + 54
    0.7M
    13 - 17
    1.2M
    45 – 54
    1.2M
    18 - 24
    2.7M
    35 - 44
    2.8M
    25 - 34
    4.3M
    Women
    Men
    6.3M
    6,6M
    49%
    51%
  • 60. Paid Media
    2. Unheard-oftargetingcapabilities
  • 61. EarnedMedia
    3. Viral effect
  • 62. EarnedMedia
    4. Fans becomeyourambassadors
  • 63. OwnedMedia
    5. Easierthanever to subscribeto a brand’s news
    1 click requiredonly
  • 64. OwnedMedia
    6.You know whoyour
    fans are
  • 65. 3 keysuccessfactors
    Technical
    Know-how
    Conception
    Know-how
    Legal
    Know-how
    Rules are evolvingquickly
  • 66. facebook.com/krds contact@krds.fr
  • 67. Last word
    Use peace time wisely
    to strengthen
    yourFacebookpresence
  • 68. Gracias
    Pablo.Asencio@krds.fr
    Country-manager Spain
    Thomas.Jestin@krds.fr
    Co-founder
    Madrid, March, the 16th, 2011