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How Facebook ischanging the way weinteract with brands

Thomas Jestin, co-founder of KRDS

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

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

Brands can no longer ignore Facebook

• 400 million monthly active users

• Certainly

1 billion before 2011

200 million daily active users

55 minutes per day per average user

« Must dash….need to spend some time on Facebook »

60 million status updates posted each day

3 billion photos uploaded to the site each month

20 billion pieces of content shared each month

Now, Facebook leads sharing on the web!

The advent of Facebook

So brands can no longer ignore Facebook…

But are they welcome on Facebook?

Or are they regarded as party crashers?

Good news!

Brands are rather welcome!

The power of Facebook Pages:

A once in a decade marketing revolution

A Facebook page:

“a tool that allows entities such as public figures and organizations to broadcast information to their fans’ Facebookhomepages……. for free…….and without limits”

Easy subscription to a brand’s news

=

A Multimedia Publishing tool

News can be:

• Pictures

• Videos

• Questions to fans

• Notes

• Links

• Event

The Story Telling era

To leverage the full potentialof Facebook, brands need to tell Facebook-tailored stories to their fans, using all media available.

The Story Telling era

« On Facebook, it’s far better to publish ten1-minute-long videos, one every day….

…than to publish a 10-minutes-long videoat once »

An interactive tool

Fans can:

• Watch videos straight from their home pages

• Comment content

• Like content

• Share content with their friends

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

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.

Some brands are lucky…

…they’re already popular outside of Facebookand have gained fans effortlessly

Less famous brands need to market actively theirpages

The targeting power of Facebook Ads

Brands can target their audience as it has never been possible before

Facebook Ads Case Study

• Avenue 100 Media Solutions, a performance marketing company, ran a CPC campaign on Facebook in januarythat 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

Ads-driven users have to be incentivized to become fans with offers or special content

BNP Paribas Case Study

We want

fans!

OK!

But…..

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 movietickets to fans?

On BNP Paribas FB Page

A daily sweeptake: 1000 movietickets to be won every dayduring 1 month

To take part, users have to become fans of the bank

Sample of the winners of the day before

Users were prompted to share the offer withfriends

33

BNP Paribas Case Study

Traffic fromFacebook Ads to the

Facebook Page

Daily sweepstake on the Facebook Page

120 000 fans

0 fan 1 month laterNumber 1 bankon Facebook in terms of fans

Follow the golden rule!

• Most of the content published by a brand has to remainconsistent 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

The power of Facebook Apps

What is a Facebook app?

a website fully embedded in Facebook

What is a Facebook app?

where users can use Facebook viral features to seamlessly share what they’re doing with their friends

What is a Facebook app?

where users can use Facebook viral features to seamlessly share what they’re doing with their friends

A new app is launched

The app is advertised among a first set of users

Some users interact with the app

They share their activity with friends

Some friends use the app, and share it with their friends…

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

Case Study: « The greatest quiz of France »

Number 1 French TV Channel

I want:• To create buzz about mynew TV show

• Traffic to my website

OK!

KRDS’ answer

The Facebook app« The grestest quiz of

France »

FB app « The grestest quiz of France »

Step 1

Crosspromotion of the app on KRDS network of FB apps

20 000 users drivento the app in 4 days

Step 2: let the app go viral!

Users are prompted to invite their friends…

Step 2: let the app go viral!

…and to publish their results on their Facebook wall and friends’ home pages

30 days later…

Viral bonus = 1,5M/20k = 75

20 000Ads-driven users

1 500 000 Virality-driven users

A good concept

The art of displayingviral features at the right time and place

Ads-driven usersx

Viral Bonus=

Total number of users

Branding

10 million Facebookusers saw the brand, even if they didn’t play

40 million impressions of the quiz resultsstory on users’ home pages

In october 2009

Driving traffic to www.tf1.fr

Driving traffic to www.tf1.fr

• was the top source of trafficto the page dedicated to the TV show on www.tf1.fr

• drove up to 40 000 users/week to www.tf1.fr

« The greatest quiz of France »…

Facebook Live Stream

When watching a show online

becomes social

Brands can broadcast live their events and let Facebookusers comment on it thanks to the Facebook Live Stream

When users comment, it updates their status, sofriends can see it and click to join the conversation

Louis Vuitton’sFacebook page gained 60k fans during the weektheir fashion show was broadcast

Today: more than900k fans

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!

Facebook Connect

“Most of Facebook’s interaction will take place off of the website Facebook.com in the future”

Mark Zuckerberg, founder of Facebook

What is Facebook Connect ?

Facebook Connect is a powerful set of APIs for developers that lets users bring their identity and connections everywhere.

JibJab is a ten year-old company that offers customizable digital greeting cards and videos

Case Study: JibJab

Case Study: JibJab

Seamless subscription to the site with your Facebookidentity: it only takes few seconds!

Access to users’ data: FB Connect enables JibJab to provide users a tailored experience

Case Study: JibJab

Access to users’ data: FB Connect enables JibJab to provide users a tailored experience

Case Study: JibJab

Case Study: JibJab

Ability to share content back to Facebook with friends in few clicks

Case Study: JibJab

Ability to share content back to Facebook with friends in few clicks

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 JibJab.com for each item posted on Facebook

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

www.Krds.com

Twitter.com/KRDS

Fr.allfacebook.com

Facebook.com/KRDS

Thank You!