McCann Social Central Facebook Strategic Point of view
STRATEGIC POINT OF VIEW: March 2012
It is the defining platform of our time, the place wherepeople go to discover, interact, and share content. TRACKING TO 1BILLION USERS 70% LOG-ON IN ANY GIVEN DAY THE AVERAGE USER HAS 261 FRIENDS 1.5 BILLION STATUS UPDATES PER MONTH PEOPLE SPEND OVER 6:51 HOURS PER MONTH ON FACEBOOK
FACEBOOK IS EVOLVING INTO A NEW TYPE OF STORYTELLING PLATFORM Millions of people curate stories of their lives on Facebook every day and have no way to share them once they fall off your profile page… we have been working on ‘timeline’ all year… it’s the story of your life and a completely new way to express yourself. It has three pieces: all your stories, your apps and a new way to express who you are. -MARK ZUCKERBERG, FACEBOOK’S FOUNDER & CHIEF EXECUTIVE
FACEBOOK IS NOW OPEN FOR BRANDSThe goal has always been to have your personal experience on Facebook not be so different than the brand experience. And right now, it is different.You have Timeline and you have a page-brand profile. So we are absolutelymoving in the direction to sync those up. We believe that brands want to be able to curate how they’re represented in a more visually pleasing way, and we’re in the midst of trying to figure out how best to do that. -CAROLYN EVERSON, FACEBOOK VP OF GLOBAL MARKETING SOLUTIONS
THREE CRITICALLY IMPORTANT CHANGES: Reach amplifies…shifting mediaBrands and people experience planning decisions to those whoFacebook in the same create content, truly understand,manner...timelines tell their story. and manage your community.Social evolves paid & OwnedMedia...content marketing andfrictionless sharing reemphasizethe importance of brand narrativeand creative.
FACEBOOK: THE NEW PARADIGM OLD BRAND PAGES NEW BRAND TIMELINES PR driven Brand narrative enabled Broadcast of corp. story Storytelling & value add Campaign fire hose People focusedMainly One-way-conversation Engaging Not experiential Immersive OLD ADS NEW ADS Targeting demos Targeting behaviors & interests Placement Personal relevance Campaign Ongoing narrative Offer presentation Story exchange Minimal reach Amplified reach
McCANN POV Social is a simple, human, individual, value exchange. ! Brands and people are equal players. ! Their shared currency is storytelling. ! Great storytelling = narrative + value exchange + iteration. ! We can no longer divide narrative and response. !Brands still tell stories, but now must also listen and react to others’. ! We must be presenters, guests and hosts. ! Social relationships are real-time. ! Social Value is measured by engagement.
IN SHORT, THE STORY OF YOUR BRAND WILL BE TOLD ? Who will you trust to tell it?
WE ARE STORY TELLERS As stewards of the brand, McCann has always unearthed consumer insight, identified core brand truths,and created brand experiences that spark emotion worth sharing. This is the connective tissue of brands and people. Its honest and mutually beneficial.
BRING BACK STORYTELING Brand STORYTELLING Connecting Narrative ENGAGEMENT Sharing Story Arch INSIGHTS Discovery ExperienceDevelopment
ACTION REQUIRED:On March 1st, Facebook McCann Social Central launchesannounces brand timeline. new Facebook ServicesFacebook will be offering a uniqueopportunity to design and developthe story of your brand in a sandboxenvironment for 30-60 days.
SUCCESS IN THE NEW PARADIGM People are at the center of your social strategy. !Page, content, and community management become a united responsibility. ! Brands behave like people. ! Branded content is consumed through friends and through the feed. ! Branded experience do not feel like advertising. ! Engaging in stream content replaces social ads.
AGENCY CONTACT INFORMATIONAGENCY NAME McCann ADDRESS 622 3rd Ave New York, NYKEY CONTACT KANDACE HUDSPETH Executive Strategy Partner Office 646.865.2057 Mobile 347.334.4621 Kandace.Hudspeth@mccann.com