Facebook provides new opportunities for brands to connect with customers. Pepsi opted to spend its Super Bowl ad money on a Facebook campaign instead. Brands can no longer ignore Facebook's large user base and targeting capabilities. A Facebook Page allows brands to share content like photos, videos and events for free. Case studies show how BNP Paribas gained over 120,000 fans through a sweepstakes and how a French TV channel drove traffic to its site through a viral quiz app. Live streaming of events on Facebook allows viewers to discuss what they're watching socially.
Krds how facebook is changing the way we interact with brands
1. FACEBOOK GARAGE - CHENNAI
How Facebook is
changing the way we
interact with brands?
Florent Ferere, Project Manager at KRDS
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 has opted out of TV…
…in favor of its online Facebook-connected Refresh
Everything charity project
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. Brands can no longer ignore Facebook
• 500 million monthly active users
• Certainly
1 billion before 2011
16. The power of Facebook Pages:
A once in a decade marketing revolution
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”
19. A Multimedia Publishing tool
News can be:
• Pictures
• Videos
• Questions to fans
• Notes
• Links
• Event
20. 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 »
21. An interactive tool
Fans can:
• Watch videos straight from their home pages
• Comment content
• Like content
• Share content with their friends
22. 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
23. Some brands are lucky…
…they’re already popular outside of Facebook
and have gained fans effortlessly
28. 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?
29. 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
31. 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
32. 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
45. Step 1
Crosspromotion of
20 000 users driven
the app on KRDS
to the app in 4 days
network of FB apps
46. Step 2: let the app go viral!
Users are prompted to invite their friends…
47. Step 2: let the app go viral!
…and to publish their results on their Facebook wall and
friends’ home pages
48. 30 days later…
The art of displaying
20 000 A good
viral features at the
Ads-driven users concept
right time and place
1 500 000
Virality-driven users Viral bonus
= 1,5M/20k
= 75
50. 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
52. Driving traffic to www.tf1.fr
• was the top source of traffic
to the page dedicated to the
TV show on www.tf1.fr
« The greatest quiz of
France »… • drove up to 40 000
users/week to www.tf1.fr
57. 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!