Why and how should brands use facebook lisboa june 2011

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Why and how should brands use facebook lisboa june 2011

  1. 1. Why and how should brands use Facebook?<br />Thomas Jestin<br />Co-founder<br />KRDS<br />Lisboa, June, the 2nd, 2011<br />
  2. 2. 70% outside US<br />May 2011<br />Source: Facebook<br />
  3. 3.
  4. 4. <ul><li> 350M+ log in on a daily basis
  5. 5. 250M+ mobile users
  6. 6. real identity
  7. 7. 130 friends on average
  8. 8. 30 billion+ pieces of content sharedeachmonth</li></ul>Source: Facebook<br />facebook.com/krds contact@krds.fr <br />
  9. 9. 1990-2009: $250 millions spent in TV adsduring the Super Bowl<br />2010 : <br />Pepsi stopped TV ads<br />facebook.com/krds contact@krds.fr <br />
  10. 10. facebook.com/krds contact@krds.fr <br />
  11. 11. facebook.com/krds contact@krds.fr <br />
  12. 12. Video viewed and commented more than 9 millions times<br />+1,5 million fans in one weekend<br />facebook.com/krds contact@krds.fr <br />
  13. 13. “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 />
  14. 14. Total 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 />
  15. 15. Vitaminwater shut down its branded website <br />and replaceditwithitsFacebook page<br />facebook.com/krds contact@krds.fr <br />
  16. 16. 2009 - 2010<br />Advertisers’ <br />Facebook Ads spendings<br />x 10<br />facebook.com/krds contact@krds.fr <br />
  17. 17. November 2010 <br />25% <br />of viewed pages withads<br />facebook.com/krds contact@krds.fr <br />
  18. 18. Americans spent a cumulative 100,000 years on Facebook in March 2011.<br />facebook.com/krds contact@krds.fr <br />
  19. 19. 3,8 million unique visitors / month<br />35,5% of country population<br />74% of online country population<br />1,9 million log in on a daily basis<br />facebook.com/krds contact@krds.fr <br />
  20. 20. ?<br />Whyshouldyou<br />as a brand use Facebook<br />facebook.com/krds contact@krds.fr <br />
  21. 21. To raiseawareness about yourcompany<br /> &<br />To marketyourproducts / services<br />facebook.com/krds contact@krds.fr <br />
  22. 22. To do business<br />- to generateleads<br />- to drive traffic to on & off-line destinations<br /><ul><li> to sellyourproducts / services </li></ul>27% of consumers said they would be willing to purchase physical goods through Facebook (Booz & Co)<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  23. 23. “If I had to guess, social commerce isnext to blow up.”<br />Mark Zuckerberg<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  24. 24. Use facebookalso : <br />To do CRM, customer service<br />To do Marketresearch, get feedback, collect data<br />To do Product development, crowdsourcetasks<br /> (e.g. VitaminWater)<br />To find profiles to hire<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  25. 25. “ Facebook is the Wal-Mart of the digital space for us,<br />there we find a deep, meaningful and easy way to learn from our consumers, <br />co-create with them, <br />market to them<br />and create meaningful engagement experiences with them for the long term.”<br />Shiv Singh<br />Head of Digital at PepsiCo<br />(Mars 2011)<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  26. 26. The Facebook Marketing Toolbox<br />Europe, June 2011<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  27. 27. The Facebook Marketing toolbox - Europe, June 2011<br /> Social Plugins<br />Application<br />Credits<br />Page<br />FacebookConnect<br />Sponsored Stories Ads<br />Engagement Ads<br />Places <br />& Check-in Deals<br />Standard Ads<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  28. 28. Since May 2007<br />Applications<br />Facebook opens itself<br />to third-party developers.<br />
  29. 29. Time to reach 50M users<br />13 years<br />4 years<br />3,5 years<br />20 days<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  30. 30. A new appislaunched<br />
  31. 31. The appisadvertisedamong a first set of users<br />
  32. 32. Someusersinteractwith the app<br />
  33. 33. Theysharetheiractivitywithfriends<br />
  34. 34. Somefriends use the app, and shareitwiththeirfriends…<br />
  35. 35. From 0 to 1,5 million<br />users in 30 days<br />
  36. 36. Universal AZ music label<br />1600 <br />Candidates<br />150 000 voters<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  37. 37.  Easy-to-implementFacebookfeatures for websites<br /> Social Plugins <br />Likebutton<br />Comments<br />Live stream<br />Sendbutton<br />Recommendations<br />Like box<br />Login button<br />Activityfeed<br />Registration<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  38. 38. Likebutton<br />Friends of likerssee a large story in theirnewsfeed<br />Sites withLike buttons have seen a 50%-300% increase in trafficfromFacebook<br />Addsliked items to facebookseach<br />Creates lasting connections : websitecansend updates to likers’ newsfeed<br /> Drives short termtraffic<br />
  39. 39. Likebutton : extensive insights to improveyoursite’s « likability »<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  40. 40. FacebookConnect<br />A powerful set of APIs for developers that lets users bring their identity and connections everywhere. <br />
  41. 41. “Most of Facebook’s interaction will take place off Facebook.com in the future”<br /> Mark Zuckerberg<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  42. 42. FacebookConnect<br />Subscription to a service iseasierthanever<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  43. 43. FacebookConnect<br />User experiencecanbepersonalized<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  44. 44. FacebookConnect<br />Sharing iseasy<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  45. 45. Social Plugins & FacebookConnect are used by over 2M websites (+10k everyday)<br />Facebookusers are more likely to engage and spend more time on sites than normal internet users<br />NHL.com users from FB spend 85% more time, read 90% more articles, and watch 85% more videos<br />One Facebook Share generates an additional $2.53 in ticket sales <br />(Eventbrite)<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  46. 46. SinceNov 2007<br />Self-servingplatform<br />
  47. 47. Since 2008<br />Engagement Ads<br />« Adsshouldbe content ! »<br />Video<br />Event<br />Poll<br />Sample<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  48. 48. Since 2011<br />Sponsored Stories Ads<br />Ads that derive content directly from friends’ interactions with the brand<br />Source: Nielsen<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  49. 49. 2011<br />Places & Check-in Deals<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  50. 50. 2011<br />Credits<br />(to sellvirtualgoodsonly for now) <br />facebook.com/krds contact@krds.fr ©KRDS <br />
  51. 51. Facebook Page<br />“61% of global Fortune 100 companies have a Facebook page in 2011, up from 54% in 2010”<br /> (source :Burson-Marsteller )<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  52. 52. Facebook Page: a dual strategy<br />Get fans<br />Interactwith fans<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  53. 53. ?<br />Why<br />should a brand get fans<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  54. 54. 1. Your potentiel customers use Facebook!<br />+ 54<br /> 220k<br />13 - 17<br />565k<br />45 – 54<br />335k<br />35 - 44<br />685k<br />18 - 24 <br />915k<br />51,5% Men<br />48,5% Women<br />25 - 34<br />1060k<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  55. 55. 2. Because a brand cansend…<br />…messages to its fans:<br />- for free<br />- repeatedly<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  56. 56. …messages thatincludepictures and brand logo…<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  57. 57. …messages that fans can:<br />- like<br />- comment withtheir real identity<br />- sharewiththeir 130 friends<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  58. 58. …and youcan monitor engagement<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  59. 59. You buythis<br />3. Because 36% of fans saytheirpurchaseintent has increasedsincetheybecame fans<br />Source: Source: DDB Worldwide/OpinionWay Research<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  60. 60. Advertising to Facebook fans instead of non-fans enables advertisers to reduce the acquisition cost of:<br /><ul><li> registrations by 44%
  61. 61. event signups by 33%
  62. 62. purchases by 15%”</li></ul>Source: TBG<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  63. 63. 4. Becauseyourcompetitors are outperformingyou<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  64. 64. 5. Becauseyouneed to beready<br />to outcompetebadbuzz<br />in Facebooksearchqueries<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  65. 65. 6. Becauseyou know whoyour fans are<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  66. 66. 7. BecauseitImprovesyour SEO<br />Facebook Page is one of the easiest pages to move onto page 1 of Google<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  67. 67. ?<br />Why<br />does a user<br />fan a brand<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  68. 68. 1. To get exclusive deals & offers<br />Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  69. 69. 2. To beenteredinto a sweepstake<br />Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011<br />
  70. 70. 3. To receive exclusive content<br />Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  71. 71. Facebook Marketing Funnel<br />Fans base growth<br />Awareness<br />Education<br />Desire<br />Simple engagement <br />Serious engagement<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  72. 72. ?<br />How<br />To get fans<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  73. 73. DO<br />Create an application & buytraffic<br />+ 250 000 likers in 10 days !<br />(March 2011)<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  74. 74. 1st international airline on Facebook<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  75. 75. Whatwere the keysuccessfactors ?<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  76. 76. A largeFacebookMarketAds Media Buying (Havas)<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  77. 77. A real incentive to click the « like » button<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  78. 78. Inspiringprizesmatching Air France’s business <br />facebook.com/krds contact@krds.fr ©KRDS <br />
  79. 79. Taking part to the sweepstake is simple and fun<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  80. 80. A real incentive to share<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  81. 81. Available in manylanguages<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  82. 82. DO<br />Leverageyour online audience seriously<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  83. 83. DO<br />Leverageyour offline audience !<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  84. 84. DO<br />Leverageyour offline audience !<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  85. 85. 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 />facebook.com/krds contact@krds.fr ©KRDS <br />
  86. 86.
  87. 87. DON’T<br />Loose control of yourwall<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  88. 88. DOsCommunity management<br />Post short videos & photos<br />Text posts should be short (less than 80 characters)<br />Ask yes/no questions<br />Post content also outside business hours<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  89. 89. DOsCommunity management<br />Learn to listen<br />Be authentic, original, funny<br />2 Magic Words : <br />Don’t be overly promotional<br />Sorry & Thank you<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  90. 90. Facebook Marketing Funnel<br />Awareness<br />Education<br />Desire<br />Userscomplete a purchase<br />Simple engagement <br />Serious engagement<br />Call to action<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  91. 91. DO Flash Sales<br />Pampers sold<br />1,000 diapers<br />in 1 hour on itsFacebook store<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  92. 92. DO Host a Facebook Store…<br />…or FacebookConnectyourcurrentwebsite.<br />In any case, make sure to transform all of the items you’resellingintoFacebookobjects on the « open graph » thatcanbeliked, sent and commented on.<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  93. 93. Marketing has always been a mix of paid, owned and earned media.<br />Facebookis no different.<br />Media<br />Media<br />Media<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  94. 94. 3 keysuccessfactors<br />Technical<br />Know-how<br />How to developFacebook applications without bugs ?<br />Conception <br />Know-how<br />How to best combine Facebook marketing toolsso as to design a consistent and efficient overallFacebookstrategy ?<br />Legal<br />Know-how<br />What’stechnicallyfeasibleis not necessarylegallyallowed.<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  95. 95. Rules are complicated and evolving<br /> thereis a need for specialists<br />facebook.com/krds contact@krds.fr <br />
  96. 96. Last word<br />Test and learn !<br />facebook.com/krds contact@krds.fr ©KRDS <br />
  97. 97. Obrigado !<br />Thomas Jestin<br />Co-founder<br />facebook.com/KRDS twitter.com/KRDS contact@krds.fr<br />

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