Lithuania Krds How Facebook Is Changing The Way We Interact With Brands - KRDS - LOGIN 2010 Vilnius, Lithuania


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How brands should harness the viral power of Facebook to reach out to users?
Here is a description of Facebook tools for brands: Pages, Applications, Connect and Live Stream, with some concrete case studies.

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Lithuania Krds How Facebook Is Changing The Way We Interact With Brands - KRDS - LOGIN 2010 Vilnius, Lithuania

  1. 1. How Facebook is changing the way we interact with brands Thomas Jestin, co-founder of KRDS
  2. 2. A fact to start with • Pepsi spent more than $250 million in Super Bowl TV ads during the past 20 years • This year, Pepsi opted out of TV… …in favor of its online Facebook-connected Refresh Everything charity project
  3. 3. A fact to start with “Instead of getting 30 seconds to connect with their customers, they’re getting 30 days” Mike Murphy, vice-president of global sales at Facebook
  4. 4. Brands can no longer ignore Facebook • 400 million monthly active users • Certainly 1 billion before 2011
  5. 5. 200 million daily active users
  6. 6. 55 minutes per day per average user « Must dash….need to spend some time on Facebook »
  7. 7. 60 million status updates posted each day
  8. 8. 3 billion photos uploaded to the site each month
  9. 9. 20 billion pieces of content shared each month
  10. 10. Now, Facebook leads sharing on the web!
  11. 11. The advent of Facebook
  12. 12. So brands can no longer ignore Facebook…
  13. 13. But are they welcome on Facebook?
  14. 14. Or are they regarded as party crashers?
  15. 15. Good news! Brands are rather welcome!
  16. 16. The power of Facebook Pages: A once in a decade marketing revolution
  17. 17. A Facebook page: “a tool that allows entities such as public figures and organizations to broadcast information to their fans’ Facebook homepages… …. for free… ….and without limits”
  18. 18. = Easy subscription to a brand’s news
  19. 19. A Multimedia Publishing tool News can be: • Pictures • Videos • Questions to fans • Notes • Links • Event
  20. 20. The Story Telling era To leverage the full potential of Facebook, brands need to tell Facebook-tailored stories to their fans, using all media available.
  21. 21. The Story Telling era « On Facebook, it’s far better to publish ten 1-minute-long videos, one every day…. …than to publish a 10-minutes-long video at once »
  22. 22. An interactive tool Fans can: • Watch videos straight from their home pages • Comment content • Like content • Share content with their friends
  23. 23. A very popular tool! • More than 3 million active Pages on Facebook • More than 20 million new fans of Pages each day • More than 5.3 billion fans • Average user becomes a fan of 4 Pages each month
  24. 24. A boon for local businesses • More than 1.5 million local businesses have active Pages on Facebook « Facebook fans visit more, they spend more during their visit, they have a higher attachment to the brand » a study from Rice University shows.
  25. 25. Some brands are lucky… …they’re already popular outside of Facebook and have gained fans effortlessly
  26. 26. Less famous brands need to market actively their pages
  27. 27. The targeting power of Facebook Ads Brands can target their audience as it has never been possible before
  28. 28. Facebook Ads Case Study • Avenue 100 Media Solutions, a performance marketing company, ran a CPC campaign on Facebook in january that served more than 3 billion impressions • For a specific product and ad group within its campaign, it achieved: – 120% difference in unique CTR – 100% difference in conversion rate – 455% difference in margin  compared to similar campaigns it ran with search engines
  29. 29. Ads-driven users have to be incentivized to become fans with offers or special content
  30. 30. BNP Paribas Case Study We want fans! OK! But…..
  31. 31. BNP Paribas Case Study That’s a tough time being a bank right now Let’s try something different BNP Paribas prides itself for supporting the film industry Why not give away movie tickets to fans?
  32. 32. On BNP Paribas FB Page A daily sweeptake: 1000 movie tickets to be won every day during 1 month To take part, users have to become fans of the bank Sample of the winners of the day before
  33. 33. Users were prompted to share the offer with friends 33
  34. 34. BNP Paribas Case Study Traffic from Facebook Ads to the Facebook Page 120 000 fans Number 1 bank 1 month later on Facebook in 0 fan terms of fans Daily sweepstake on the Facebook Page
  35. 35. Follow the golden rule! • Most of the content published by a brand has to remain consistent with the reason why users became fans in the first place • If you don’t, fans will simply hide your posts • In BNP Paribas case: – the bank should keep posting about films 4 out of 5 times – and post bank offers 1 out of 5 times
  36. 36. The power of Facebook Apps
  37. 37. What is a Facebook app?  a website fully embedded in Facebook
  38. 38. What is a Facebook app?  where users can use Facebook viral features to seamlessly share what they’re doing with their friends
  39. 39. What is a Facebook app?  where users can use Facebook viral features to seamlessly share what they’re doing with their friends
  40. 40. A new app is launched
  41. 41. The app is advertised among a first set of users
  42. 42. Some users interact with the app
  43. 43. They share their activity with friends
  44. 44. Some friends use the app, and share it with their friends…
  45. 45. A successful platform • More than 1 million developers and entrepreneurs from more than 180 countries • Every month, more than 70% of Facebook users engage with applications • More than 500,000 active applications • More than 250 applications > 1 million monthly active users
  46. 46. Case Study: « The greatest quiz of France » I want: • To create buzz about my new TV show Number 1 French TV Channel • Traffic to my website OK!
  47. 47. KRDS’ answer The Facebook app « The grestest quiz of France »
  48. 48. FB app « The grestest quiz of France »
  49. 49. Step 1 Crosspromotion of 20 000 users driven the app on KRDS to the app in 4 days network of FB apps
  50. 50. Step 2: let the app go viral! Users are prompted to invite their friends…
  51. 51. Step 2: let the app go viral! …and to publish their results on their Facebook wall and friends’ home pages
  52. 52. 30 days later… The art of displaying 20 000 A good Ads-driven users concept viral features at the right time and place 1 500 000 Virality-driven users Viral bonus = 1,5M/20k = 75
  53. 53. Ads-driven users x Viral Bonus = Total number of users
  54. 54. Branding In october 2009 10 million Facebook users saw the brand, even if they didn’t play 40 million impressions of the quiz results story on users’ home pages
  55. 55. Driving traffic to
  56. 56. Driving traffic to • was the top source of traffic to the page dedicated to the TV show on « The greatest quiz of France »… • drove up to 40 000 users/week to
  57. 57. Facebook Live Stream When watching a show online becomes social
  58. 58. Brands can broadcast live their events and let Facebook users comment on it thanks to the Facebook Live Stream
  59. 59. When users comment, it updates their status, so friends can see it and click to join the conversation
  60. 60. Louis Vuitton’s Facebook page gained 60k fans during the week their fashion show was broadcast Today: more than 900k fans
  61. 61. Simultaneous use of TV and PC • 14% of Super Bowl viewers also spent time online during the game, at an average of 29 minutes per user • Simultaneous use of TV and PC is a growing trend • The FB Live Stream: the perfect tool to leverage that trend: it enables internet users to socialize with their friends about what they’re watching on TV, while they’re watching!
  62. 62. Facebook Connect “Most of Facebook’s interaction will take place off of the website in the future” Mark Zuckerberg, founder of Facebook
  63. 63. What is Facebook Connect ? Facebook Connect is a powerful set of APIs for developers that lets users bring their identity and connections everywhere.
  64. 64. Case Study: JibJab JibJab is a ten year-old company that offers customizable digital greeting cards and videos
  65. 65. Case Study: JibJab Seamless subscription to the site with your Facebook identity: it only takes few seconds!
  66. 66. Case Study: JibJab Access to users’ data: FB Connect enables JibJab to provide users a tailored experience
  67. 67. Case Study: JibJab Access to users’ data: FB Connect enables JibJab to provide users a tailored experience
  68. 68. Case Study: JibJab Ability to share content back to Facebook with friends in few clicks
  69. 69. Case Study: JibJab Ability to share content back to Facebook with friends in few clicks
  70. 70. Case Study: JibJab Before Facebook Connect • 8 years to reach 1.5 million registered users in the era of email • When sharing content, users would give 2 or 3 emails With Facebook Connect • only 5 months to acquire 1.5 million registered users • up to 20 clicks back to for each item posted on Facebook
  71. 71. Last words • Facebook is not a fashion trend, be sure it’s here to last • Brands should go on Facebook as soon as they can to test and learn about all the tools available: page, app, connect, live stream
  72. 72. Thank You!