Why should brands use Facebook?<br />Thomas Jestin<br />Co-founder<br />KRDS<br />Pablo Asencio<br />Country-manager<br />...
1990-2009: $250 millions spent in TV adsduring the Super Bowl<br />2010 : <br />Pepsi stopped TV ads<br />
Video viewed and commented more than 9 millions times<br />+1,5 millions fans in one weekend<br />
“Facebook is the equivalent for us to what TV was for marketers back in the 1960s. <br />It's an integral part of what we ...
Advertising budget : <br />$9 billions/year<br />“Facebook is the future”<br />“Facebook is a must-have for digital advert...
2009 - 2010<br />Advertisers’ spendings<br />x 10<br />
Global advertisingexpenses<br />TV<br />Radio Press<br />Billboards Internet<br />Search<br />
November 2010 <br />25% <br />of viewed pages withads<br />
12.9 millions unique visitors / month<br />27% of  country population<br />44% of online country population<br />6,5 milli...
The Facebook Marketing Toolbox<br />Europe 2011<br />
The Facebook Marketing toolbox -  Europe 2011<br />FacebookConnect<br />Page<br /> Social Plugins<br />Application<br />Pl...
Since May 2007<br />Facebook opens itself<br />to third-party developers<br />
Time to reach 50M users<br />13 years<br />4 years<br />3,5 years<br />20 days<br />
From 0 to 1,5 million<br />users in 30 days<br />
Universal AZ music label<br />1600 <br />Candidates<br />150 000 voters<br />
FacebookConnect<br /> Social Plugins<br />
SinceNov 2007<br />Self-servingplatform<br />
Since 2008<br />Engagement Ads<br />« Adsshouldbe content ! »<br />Video<br />Event<br />Poll<br />Sample<br />
2011<br />Places & Deals<br />
2011<br />Credits<br />
Facebook Page<br />
Facebook Page: a dual strategy<br />Get fans<br />Interactwith fans<br />
?<br />Why<br />should a brand get fans<br />
1. Your potentiel customers use Facebook!<br />+ 54<br />  0.7M<br />13 - 17<br />1.2M<br />45 – 54<br />1.2M<br />18 - 24...
2. Because a brand cansend…<br />…messages to its fans:<br />- for free<br />- repeatedly<br />
…messages thatincludepictures and brand logo…<br />
…messages that fans can:<br />- like<br />- comment withtheir real identity<br />- sharewiththeir 130 friends<br />
…and youcan monitor engagement<br />
You buythis<br />3. Because more than 33% of fans saytheirpurchasingintent has increasedsincetheybecame fans<br />
4. Becauseyourcompetitors are outperformingyou<br />
5. Becauseyouneed to beready<br />to outcompetebadbuzz<br />in Facebooksearchqueries<br />
6. Because you know whoyour fans are<br />
?<br />Why<br />does a user<br />fan a brand<br />
1. To get promotions & deals<br />
2. By love of the brand<br />
3. To keep up with the brand’s news<br />
Facebook Marketing Funnel<br />Fans base growth<br />Awareness<br />Education<br />Desire<br />Simple engagement <br />Ser...
DO<br />Create an application & buytraffic<br />French tour operator<br />+ 120 000 likers in 9 days !<br />(January 2011)...
1. FacebookAdsbuying<br />(CPC-optimized by KRDS)<br />
2. A reallycompellingincentive to click the « likebutton » : to beeligible for a sweepstake to winholidays<br />
3. A very simple flow: userscanplay in 3 clicks<br />
4. Inspiringprizes: 2 weekholidays to be won per day for 15 days<br />« I’llplayagain and again!!!!!!!!!!!!!!!!!!!!!!!!!!!...
5. A real incentive to share the application withfriends: <br />« if one of yourinvitedfriendseverwins, youwin as well »<b...
DO<br />Create an application & buytraffic<br />+ 250 000 likers in 10 days ! (early March 2011)<br />
DO<br />Leverageyour online audience seriously<br />
DO<br />Leverageyour offline audience !<br />
DO<br />Leverageyour offline audience !<br />
Facebook Marketing Funnel<br />Awareness<br />Fans<br /> comment, like and share<br />Education<br />Story telling<br />De...
DON’T<br />Loose control of yourwall<br />
Facebook Marketing Funnel<br />Awareness<br />Education<br />Desire<br />Userscomplete a purchase<br />Simple engagement <...
4 possible strategies<br />Brand advertising<br />Web/foot trafficdriving, data collection<br />CRM<br />Monetization/<br ...
Owned<br />Media<br />Paid<br />Media<br />Earned<br />Media<br />
Paid Media<br />1. Yourtarget audience is on Facebook<br />+ 54<br />  0.7M<br />13 - 17<br />1.2M<br />45 – 54<br />1.2M<...
Paid Media<br />2. Unheard-oftargetingcapabilities<br />
EarnedMedia<br />3. Viral effect<br />
EarnedMedia<br />4. Fans becomeyourambassadors<br />
OwnedMedia<br />5. Easierthanever to subscribeto a brand’s news<br />1 click requiredonly<br />
OwnedMedia<br />6.You know whoyour<br /> fans are<br />
3 keysuccessfactors<br />Technical<br />Know-how<br />Conception <br />Know-how<br />Legal<br />Know-how<br />Rules are ev...
facebook.com/krds			contact@krds.fr	<br />
Last word<br />Use peace time wisely<br /> to strengthen<br />yourFacebookpresence<br />
Gracias<br />Pablo.Asencio@krds.fr<br />Country-manager Spain<br />Thomas.Jestin@krds.fr<br />Co-founder<br />Madrid, Marc...
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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.

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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
  • Why should brands use facebook? March 2011 Madrid

    1. 1. Why should brands use Facebook?<br />Thomas Jestin<br />Co-founder<br />KRDS<br />Pablo Asencio<br />Country-manager<br />KRDS Spain<br />Madrid, March, the 16th, 2011<br />
    2. 2. 1990-2009: $250 millions spent in TV adsduring the Super Bowl<br />2010 : <br />Pepsi stopped TV ads<br />
    3. 3.
    4. 4.
    5. 5. Video viewed and commented more than 9 millions times<br />+1,5 millions fans in one weekend<br />
    6. 6. “Facebook is the equivalent for us to what TV was for marketers back in the 1960s. <br />It's an integral part of what we do now.”<br />Davide Grasso<br />Nike's chief marketing officer<br />
    7. 7. Advertising budget : <br />$9 billions/year<br />“Facebook is the future”<br />“Facebook is a must-have for digital advertising and brand building”<br />Innovation OutreachVenturing Day, janvier 2010<br />
    8. 8. 2009 - 2010<br />Advertisers’ spendings<br />x 10<br />
    9. 9. Global advertisingexpenses<br />TV<br />Radio Press<br />Billboards Internet<br />Search<br />
    10. 10. November 2010 <br />25% <br />of viewed pages withads<br />
    11. 11. 12.9 millions unique visitors / month<br />27% of country population<br />44% of online country population<br />6,5 millions log in on a daily basis<br />
    12. 12. The Facebook Marketing Toolbox<br />Europe 2011<br />
    13. 13. The Facebook Marketing toolbox - Europe 2011<br />FacebookConnect<br />Page<br /> Social Plugins<br />Application<br />Places & Deals<br />Credits<br />Engagement Ads<br />Standard Ads<br />
    14. 14. Since May 2007<br />Facebook opens itself<br />to third-party developers<br />
    15. 15. Time to reach 50M users<br />13 years<br />4 years<br />3,5 years<br />20 days<br />
    16. 16. From 0 to 1,5 million<br />users in 30 days<br />
    17. 17. Universal AZ music label<br />1600 <br />Candidates<br />150 000 voters<br />
    18. 18. FacebookConnect<br /> Social Plugins<br />
    19. 19. SinceNov 2007<br />Self-servingplatform<br />
    20. 20. Since 2008<br />Engagement Ads<br />« Adsshouldbe content ! »<br />Video<br />Event<br />Poll<br />Sample<br />
    21. 21. 2011<br />Places & Deals<br />
    22. 22. 2011<br />Credits<br />
    23. 23. Facebook Page<br />
    24. 24. Facebook Page: a dual strategy<br />Get fans<br />Interactwith fans<br />
    25. 25. ?<br />Why<br />should a brand get fans<br />
    26. 26. 1. Your potentiel customers use Facebook!<br />+ 54<br /> 0.7M<br />13 - 17<br />1.2M<br />45 – 54<br />1.2M<br />18 - 24 <br />2.7M<br />35 - 44<br />2.8M<br />49% Men<br />51% Women<br />25 - 34<br />4.3M<br />
    27. 27. 2. Because a brand cansend…<br />…messages to its fans:<br />- for free<br />- repeatedly<br />
    28. 28. …messages thatincludepictures and brand logo…<br />
    29. 29. …messages that fans can:<br />- like<br />- comment withtheir real identity<br />- sharewiththeir 130 friends<br />
    30. 30. …and youcan monitor engagement<br />
    31. 31. You buythis<br />3. Because more than 33% of fans saytheirpurchasingintent has increasedsincetheybecame fans<br />
    32. 32. 4. Becauseyourcompetitors are outperformingyou<br />
    33. 33. 5. Becauseyouneed to beready<br />to outcompetebadbuzz<br />in Facebooksearchqueries<br />
    34. 34. 6. Because you know whoyour fans are<br />
    35. 35. ?<br />Why<br />does a user<br />fan a brand<br />
    36. 36. 1. To get promotions & deals<br />
    37. 37. 2. By love of the brand<br />
    38. 38. 3. To keep up with the brand’s news<br />
    39. 39. Facebook Marketing Funnel<br />Fans base growth<br />Awareness<br />Education<br />Desire<br />Simple engagement <br />Serious engagement<br />
    40. 40. DO<br />Create an application & buytraffic<br />French tour operator<br />+ 120 000 likers in 9 days !<br />(January 2011)<br />
    41. 41. 1. FacebookAdsbuying<br />(CPC-optimized by KRDS)<br />
    42. 42. 2. A reallycompellingincentive to click the « likebutton » : to beeligible for a sweepstake to winholidays<br />
    43. 43. 3. A very simple flow: userscanplay in 3 clicks<br />
    44. 44. 4. Inspiringprizes: 2 weekholidays to be won per day for 15 days<br />« I’llplayagain and again!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! »<br />
    45. 45. 5. A real incentive to share the application withfriends: <br />« if one of yourinvitedfriendseverwins, youwin as well »<br />
    46. 46. DO<br />Create an application & buytraffic<br />+ 250 000 likers in 10 days ! (early March 2011)<br />
    47. 47.
    48. 48.
    49. 49.
    50. 50. DO<br />Leverageyour online audience seriously<br />
    51. 51. DO<br />Leverageyour offline audience !<br />
    52. 52. DO<br />Leverageyour offline audience !<br />
    53. 53. Facebook Marketing Funnel<br />Awareness<br />Fans<br /> comment, like and share<br />Education<br />Story telling<br />Desire<br />Call to action<br />Simple engagement <br />Serious engagement<br />
    54. 54.
    55. 55. DON’T<br />Loose control of yourwall<br />
    56. 56. Facebook Marketing Funnel<br />Awareness<br />Education<br />Desire<br />Userscomplete a purchase<br />Simple engagement <br />Serious engagement<br />Call to action<br />
    57. 57. 4 possible strategies<br />Brand advertising<br />Web/foot trafficdriving, data collection<br />CRM<br />Monetization/<br />f-commerce<br />
    58. 58. Owned<br />Media<br />Paid<br />Media<br />Earned<br />Media<br />
    59. 59. Paid Media<br />1. Yourtarget audience is on Facebook<br />+ 54<br /> 0.7M<br />13 - 17<br />1.2M<br />45 – 54<br />1.2M<br />18 - 24 <br />2.7M<br />35 - 44<br />2.8M<br />25 - 34<br />4.3M<br />Women<br />Men<br />6.3M<br />6,6M<br />49%<br />51%<br />
    60. 60. Paid Media<br />2. Unheard-oftargetingcapabilities<br />
    61. 61. EarnedMedia<br />3. Viral effect<br />
    62. 62. EarnedMedia<br />4. Fans becomeyourambassadors<br />
    63. 63. OwnedMedia<br />5. Easierthanever to subscribeto a brand’s news<br />1 click requiredonly<br />
    64. 64. OwnedMedia<br />6.You know whoyour<br /> fans are<br />
    65. 65. 3 keysuccessfactors<br />Technical<br />Know-how<br />Conception <br />Know-how<br />Legal<br />Know-how<br />Rules are evolvingquickly<br />
    66. 66. facebook.com/krds contact@krds.fr <br />
    67. 67. Last word<br />Use peace time wisely<br /> to strengthen<br />yourFacebookpresence<br />
    68. 68. Gracias<br />Pablo.Asencio@krds.fr<br />Country-manager Spain<br />Thomas.Jestin@krds.fr<br />Co-founder<br />Madrid, March, the 16th, 2011<br />

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