Why and how should brands use facebook lisboa june 2011

Why and how should brands use Facebook?
Thomas Jestin
Co-founder
KRDS
Lisboa, June, the 2nd, 2011

70% outside US
May 2011
Source: Facebook

350M+ log in on a daily basis
250M+ mobile users
real identity
130 friends on average
30 billion+ pieces of content sharedeachmonth
Source: Facebook
facebook.com/krds contact@krds.fr

1990-2009: $250 millions spent in TV adsduring the Super Bowl
2010 :
Pepsi stopped TV ads

Video viewed and commented more than 9 millions times
+1,5 million fans in one weekend

“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

Total 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

Vitaminwater shut down its branded website
and replaceditwithitsFacebook page

2009 - 2010
Advertisers’
Facebook Ads spendings
x 10

November 2010
25%
of viewed pages withads

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 basis

?
Whyshouldyou
as a brand use Facebook

To raiseawareness about yourcompany
&
To marketyourproducts / services

To do business
- to generateleads
- to drive traffic to on & off-line destinations
to sellyourproducts / services
27% of consumers said they would be willing to purchase physical goods through Facebook (Booz & Co)
facebook.com/krds contact@krds.fr ©KRDS

“If I had to guess, social commerce isnext to blow up.”
Mark Zuckerberg

Use facebookalso :
To do CRM, customer service
To do Marketresearch, get feedback, collect data
To do Product development, crowdsourcetasks
(e.g. VitaminWater)
To find profiles to hire

“ 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 them
and create meaningful engagement experiences with them for the long term.”
Shiv Singh
Head of Digital at PepsiCo
(Mars 2011)

The Facebook Marketing Toolbox
Europe, June 2011

The Facebook Marketing toolbox - Europe, June 2011
Social Plugins
Application
Credits
Page
FacebookConnect
Sponsored Stories Ads
Engagement Ads
Places
& Check-in Deals
Standard Ads

Since May 2007
Applications
Facebook opens itself
to third-party developers.

Time to reach 50M users
13 years
4 years
3,5 years
20 days

A new appislaunched

The appisadvertisedamong a first set of users

Someusersinteractwith the app

Theysharetheiractivitywithfriends

Somefriends use the app, and shareitwiththeirfriends…

From 0 to 1,5 million
users in 30 days

Universal AZ music label
1600
Candidates
150 000 voters

 Easy-to-implementFacebookfeatures for websites
Social Plugins
Likebutton
Comments
Live stream
Sendbutton
Recommendations
Like box
Login button
Activityfeed
Registration

Likebutton
Friends of likerssee a large story in theirnewsfeed
Sites withLike buttons have seen a 50%-300% increase in trafficfromFacebook
Addsliked items to facebookseach
Creates lasting connections : websitecansend updates to likers’ newsfeed
 Drives short termtraffic

Likebutton : extensive insights to improveyoursite’s « likability »

FacebookConnect
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

FacebookConnect
Subscription to a service iseasierthanever

FacebookConnect
User experiencecanbepersonalized

FacebookConnect
Sharing iseasy

Social Plugins & FacebookConnect are used by over 2M websites (+10k everyday)
Facebookusers 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)

SinceNov 2007
Self-servingplatform

Since 2008
Engagement Ads
« Adsshouldbe content ! »
Video
Event
Poll
Sample

Since 2011
Sponsored Stories Ads
Ads that derive content directly from friends’ interactions with the brand
Source: Nielsen

2011
Places & Check-in Deals

2011
Credits
(to sellvirtualgoodsonly 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
Interactwith fans

?
Why
should a brand get fans

1. Your potentiel customers use Facebook!
+ 54
220k
13 - 17
565k
45 – 54
335k
35 - 44
685k
18 - 24
915k
51,5% Men
48,5% Women
25 - 34
1060k

2. Because a brand cansend…
…messages to its fans:
- for free
- repeatedly

…messages thatincludepictures and brand logo…

…messages that fans can:
- like
- comment withtheir real identity
- sharewiththeir 130 friends

…and youcan monitor engagement

You buythis
3. Because 36% of fans saytheirpurchaseintent has increasedsincetheybecame fans
Source: Source: DDB Worldwide/OpinionWay Research

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. Becauseyourcompetitors are outperformingyou

5. Becauseyouneed to beready
to outcompetebadbuzz
in Facebooksearchqueries

6. Becauseyou know whoyour fans are

7. BecauseitImprovesyour SEO
Facebook Page is one of the easiest pages to move onto page 1 of Google

?
Why
does a user
fan a brand

1. To get exclusive deals & offers
Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011

2. To beenteredinto a sweepstake

3. To receive exclusive content

Facebook Marketing Funnel
Fans base growth
Awareness
Education
Desire
Simple engagement
Serious engagement

?
How
To get fans

DO
Create an application & buytraffic
+ 250 000 likers in 10 days !
(March 2011)

1st international airline on Facebook

Whatwere the keysuccessfactors ?

A largeFacebookMarketAds Media Buying (Havas)

A real incentive to click the « like » button

Inspiringprizesmatching Air France’s business

Taking part to the sweepstake is simple and fun

A real incentive to share

Available in manylanguages

DO
Leverageyour online audience seriously

DO
Leverageyour offline audience !

Awareness
Fans
comment, like and share
Education
Story telling
Desire
Call to action
Simple engagement
Serious engagement

DON’T
Loose control of yourwall

DOsCommunity management
Post short videos & photos
Text posts should be short (less than 80 characters)
Ask yes/no questions
Post content also outside business hours

DOsCommunity management
Learn to listen
Be authentic, original, funny
2 Magic Words :
Don’t be overly promotional
Sorry & Thank you

Awareness
Education
Desire
Userscomplete a purchase
Simple engagement
Serious engagement
Call to action

DO Flash Sales
Pampers sold
1,000 diapers
in 1 hour on itsFacebook store

DO Host a Facebook Store…
…or FacebookConnectyourcurrentwebsite.
In any case, make sure to transform all of the items you’resellingintoFacebookobjects on the « open graph » thatcanbeliked, sent and commented on.

Marketing has always been a mix of paid, owned and earned media.
Facebookis no different.
Media
Media
Media

3 keysuccessfactors
Technical
Know-how
How to developFacebook applications without bugs ?
Conception
Know-how
How to best combine Facebook marketing toolsso as to design a consistent and efficient overallFacebookstrategy ?
Legal
Know-how
What’stechnicallyfeasibleis not necessarylegallyallowed.

Rules are complicated and evolving
thereis a need for specialists

Last word
Test and learn !

Obrigado !
Thomas Jestin
Co-founder
facebook.com/KRDS twitter.com/KRDS contact@krds.fr

Why and how should brands use facebook lisboa june 2011

by KRDS on Jun 07, 2011

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