Rethinking Facebook Strategy: Let's Move From Interruptions to Meaningful Connections

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Rethinking Facebook Strategy: Let's Move From Interruptions to Meaningful Connections

  1. 1. Rethinking Facebook StrategyLets Move From Interruptionsto Meaningful ConnectionsDimitris Savvakos, Creative Director,OgilvyOne Athens
  2. 2. Brands & FacebookA Love Story
  3. 3. The relationshipbegins
  4. 4. suddenly...
  5. 5. suddenly...40% drop in organic Facebookreach across all pages betweenAugust and November 2012 Social Bakers
  6. 6. Facing Issues
  7. 7. The Real Issue
  8. 8. The Real Issue“The internet was meant to herald thearrival of a more open, two-way dialoguebetween marketers and consumers, butthat didnt really happen. We just createdmore ways of broadcasting.” Sheryl Sandberg, Facebooks COO
  9. 9. How canwe change that?
  10. 10. Lets move: from Interruptionsto meaningful Connections
  11. 11. Rethink ContentBeing Relevant
  12. 12. Rethink Content Being RelevantCreate content about relevantthings that really matter to yourfans.
  13. 13. Rethink ApplicationsIdentifying a Need
  14. 14. Rethink Applications Identifying a NeedOffer useful tools & servicesthat help your fans satisfy aneed or solve a problem.  
  15. 15. Rethink Applications Identifying a NeedSwapp.gr: Nescafé Frappé’s social exchange community with more than 100.000 items
  16. 16. Rethink PromotionsMaking a Social Exchange
  17. 17. Rethink Promotions Making a Social ExchangeInstead of prizes, offer value toyour fans by making a socialexchange.
  18. 18. Rethink PromotionsMaking a Social Exchange Every time a fanshared Eject Festival’sposter the price of the ticket dropped, for everyone.
  19. 19. Rethink Your BusinessCollaborating with your Fans
  20. 20. Rethink Your Business Collaborating with your FansCollaborate with your fans, getthem involved in your projectsmaking your business social.
  21. 21. Rethink ExperiencesDoing Instead of Promoting
  22. 22. Rethink Experiences Doing Instead of PromotingCreate experiences around yourbrand values instead of justtalking about them.
  23. 23. “Part of our “engagementstrategy” is not only to promotehappiness but to “do”happiness.” Joseph Tripodi, Coca-Cola 
  24. 24. Rethink ExperiencesUsing Facebook as a Medium
  25. 25. Rethink Experiences Using Facebook as a MediumJust adapting your campaigns isnot enough. Think of Facebookas a new type of creativemedium. 
  26. 26. Rethinking YourFacebook Relationship1 - Be Relevant2 - Identify a Need3 - Make a Social Exchange4 - Collaborate with your Fans5 - Do Instead of Promoting6 - Use Facebook as a Medium
  27. 27. Content Business ConnectionsTools Experiences Promotions
  28. 28. Overall, for a relationship to work,you have to work hard. But...
  29. 29. (Your Fans Will)Thank you!social.ogilvy.com@savvakosdimitris.savvakos@ogilvy.com

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