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.TRANSCRIPT
Madrid, March, the 16th, 2011
Why should brands use Facebook?Thomas Jestin
Co-founderKRDS
Pablo AsencioCountry-managerKRDS Spain
1990-2009: $250 millions spent in TV ads during the Super Bowl
2010 : Pepsi stopped
TV ads
+1,5 millions fans in one weekend
Video viewed and commented more than 9 millions times
Davide GrassoNike's chief marketing officer
“Facebook is the equivalent for us to what TV was for marketers back in the 1960s.
It's an integral part of what we do now.”
“Facebook is the future”
“Facebook is a must-have for digital advertising and brand building”
Advertising budget : $9 billions/year
Innovation Outreach Venturing Day, janvier 2010
2009 - 2010
x 10Advertisers’ spendings
Search
TVRadio PressBillboards Internet
Global advertising expenses
November 2010
25% of
viewed pages
with ads
12.9 millions unique visitors / month
27% of country population
44% of online country population
6,5 millions log in on a daily basis
The Facebook Marketing Toolbox
Europe 2011
The Facebook Marketing toolbox - Europe 2011
Page Application
Engagement AdsStandard Ads
Social Plugins
Facebook Connect
Places & Deals Credits
Since May 2007
Facebook opens itself to third-party developers
Time to reach 50M users
13 years 4 years 3,5 years 20 days
From 0 to 1,5 millionusers in 30 days
1600 Candidates
150 000 voters
Universal AZ music label
Social Plugins Facebook Connect
Since Nov 2007Self-serving platform
« Ads should be content ! »
Engagement AdsSince 2008
VideoEvent
SamplePoll
2011
Places & Deals
Credits
2011
Facebook Page
Facebook Page: a dual strategy
Get fans Interact with fans
Why should a brand get fans?
1. Your potentiel customers use Facebook!
13 - 171.2M
18 - 24 2.7M
25 - 344.3M
35 - 442.8M
45 – 541.2M
49% Men
51% Women
+ 54 0.7M
…messages to its fans:
- for free
- repeatedly
2. Because a brand can send…
…messages that include pictures and brand logo…
- like
- comment with their real identity
- share with their 130 friends
…messages that fans can:
…and you can monitor engagement
3. Because more than 33% of fans say their purchasing intent has increased
since they became fans
You buy this
4. Because your competitors are outperforming you
5. Because you need to be ready to outcompete bad buzz
in Facebook search queries
6. Because you know who your fans are
Whydoes a userfan a brand?
1. To get promotions & deals
2. By love of the brand
3. To keep up with the
brand’s news
Awareness
Education
Serious engagement
Desire
Facebook Marketing Funnel
Fans base growth
Simple engagement
French tour operator
(January 2011)+ 120 000 likers in 9 days !
DOCreate an application & buy traffic
1. Facebook Ads buying(CPC-optimized by KRDS)
2. A really compelling incentive to click the « like button » : to be eligible for a sweepstake to win holidays
3. A very simple flow: users can play in 3 clicks
4. Inspiring prizes: 2 week holidays to be won per day for 15 days
« I’ll play again and again!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! »
5. A real incentive to share the application with friends:
« if one of your invited friends ever wins, you win as well »
+ 250 000 likers in 10 days ! (early March 2011)
DOCreate an application & buy traffic
DOLeverage your online audience seriously
DOLeverage your offline audience !
DOLeverage your offline audience !
Awareness
Education
Simple engagement
Serious engagement
Desire
Call to action
Story tellingFans comment, like and share
Facebook Marketing Funnel
DON’TLoose control of your wall
Awareness
Education
Serious engagement
Desire
Simple engagement
Call to action
Users complete a purchase
Facebook Marketing Funnel
Brand advertising
Web/foot traffic driving, data collection
4 possible strategies
CRM
Monetization/f-commerce
Paid Media
OwnedMedia
EarnedMedia
1. Your target audience is on FacebookPaid
Media
MenWomen
6,6M 6.3M
51% 49%
13 - 171.2M
18 - 24 2.7M
25 - 344.3M
35 - 442.8M
45 – 541.2M
+ 54 0.7M
2. Unheard-of
targeting capabilitie
s
Paid Media
3. Viral effectEarnedMedi
a
4. Fans become your ambassadors
EarnedMedi
a
5. Easier than ever to subscribe to a brand’s news
OwnedMedi
a
1 click required only
OwnedMedi
a
6. You know who your fans are
3 key success factors
Rules are evolving quickly
LegalKnow-how
Conception Know-how
Technical Know-how
facebook.com/krds [email protected]
Last word
Use peace time wisely to strengthen your Facebook presence
