1. Why and how should brands use Facebook? Thomas Jestin Co-founder KRDS Lisboa, June, the 2nd, 2011

2. 70% outside US May 2011 Source: Facebook

5. 250M+ mobile users

6. real identity

7. 130 friends on average

8. 30 billion+ pieces of content sharedeachmonthSource: Facebook facebook.com/krds contact@krds.fr

9. 1990-2009: $250 millions spent in TV adsduring the Super Bowl 2010 : Pepsi stopped TV ads facebook.com/krds contact@krds.fr

10. facebook.com/krds contact@krds.fr

11. facebook.com/krds contact@krds.fr

12. Video viewed and commented more than 9 millions times +1,5 million fans in one weekend facebook.com/krds contact@krds.fr

13. “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.” Davide Grasso Nike's chief marketing officer

14. Total Advertising budget : $9 billions/year “Facebook is the future” “Facebook is a must-have for digital advertising and brand building” Innovation OutreachVenturing Day, janvier 2010

15. Vitaminwater shut down its branded website and replaceditwithitsFacebook page facebook.com/krds contact@krds.fr

16. 2009 - 2010 Advertisers’ Facebook Ads spendings x 10 facebook.com/krds contact@krds.fr

17. November 2010 25% of viewed pages withads facebook.com/krds contact@krds.fr

18. Americans spent a cumulative 100,000 years on Facebook in March 2011. facebook.com/krds contact@krds.fr

19. 3,8 million unique visitors / month 35,5% of country population 74% of online country population 1,9 million log in on a daily basis facebook.com/krds contact@krds.fr

20. ? Whyshouldyou as a brand use Facebook facebook.com/krds contact@krds.fr

21. To raiseawareness about yourcompany & To marketyourproducts / services facebook.com/krds contact@krds.fr

23. “If I had to guess, social commerce isnext to blow up.” Mark Zuckerberg facebook.com/krds contact@krds.fr ©KRDS

24. Use facebookalso : To do CRM, customer service To do Marketresearch, get feedback, collect data To do Product development, crowdsourcetasks (e.g. VitaminWater) To find profiles to hire facebook.com/krds contact@krds.fr ©KRDS

25. “ Facebook is the Wal-Mart of the digital space for us, there we find a deep, meaningful and easy way to learn from our consumers, co-create with them, market to them and create meaningful engagement experiences with them for the long term.” Shiv Singh Head of Digital at PepsiCo (Mars 2011) facebook.com/krds contact@krds.fr ©KRDS

26. The Facebook Marketing Toolbox Europe, June 2011 facebook.com/krds contact@krds.fr ©KRDS

27. The Facebook Marketing toolbox - Europe, June 2011 Social Plugins Application Credits Page FacebookConnect Sponsored Stories Ads Engagement Ads Places & Check-in Deals Standard Ads facebook.com/krds contact@krds.fr ©KRDS

28. Since May 2007 Applications Facebook opens itself to third-party developers.

29. Time to reach 50M users 13 years 4 years 3,5 years 20 days facebook.com/krds contact@krds.fr ©KRDS

30. A new appislaunched

31. The appisadvertisedamong a first set of users

32. Someusersinteractwith the app

33. Theysharetheiractivitywithfriends

34. Somefriends use the app, and shareitwiththeirfriends…

35. From 0 to 1,5 million users in 30 days

36. Universal AZ music label 1600 Candidates 150 000 voters facebook.com/krds contact@krds.fr ©KRDS

37.  Easy-to-implementFacebookfeatures for websites Social Plugins Likebutton Comments Live stream Sendbutton Recommendations Like box Login button Activityfeed Registration facebook.com/krds contact@krds.fr ©KRDS

38. Likebutton Friends of likerssee a large story in theirnewsfeed Sites withLike buttons have seen a 50%-300% increase in trafficfromFacebook Addsliked items to facebookseach Creates lasting connections : websitecansend updates to likers’ newsfeed  Drives short termtraffic

39. Likebutton : extensive insights to improveyoursite’s « likability » facebook.com/krds contact@krds.fr ©KRDS

40. FacebookConnect A powerful set of APIs for developers that lets users bring their identity and connections everywhere.

41. “Most of Facebook’s interaction will take place off Facebook.com in the future” Mark Zuckerberg facebook.com/krds contact@krds.fr ©KRDS

42. FacebookConnect Subscription to a service iseasierthanever facebook.com/krds contact@krds.fr ©KRDS

43. FacebookConnect User experiencecanbepersonalized facebook.com/krds contact@krds.fr ©KRDS

44. FacebookConnect Sharing iseasy facebook.com/krds contact@krds.fr ©KRDS

45. Social Plugins & FacebookConnect are used by over 2M websites (+10k everyday) Facebookusers are more likely to engage and spend more time on sites than normal internet users NHL.com users from FB spend 85% more time, read 90% more articles, and watch 85% more videos One Facebook Share generates an additional $2.53 in ticket sales (Eventbrite) facebook.com/krds contact@krds.fr ©KRDS

46. SinceNov 2007 Self-servingplatform

47. Since 2008 Engagement Ads « Adsshouldbe content ! » Video Event Poll Sample facebook.com/krds contact@krds.fr ©KRDS

48. Since 2011 Sponsored Stories Ads Ads that derive content directly from friends’ interactions with the brand Source: Nielsen facebook.com/krds contact@krds.fr ©KRDS

49. 2011 Places & Check-in Deals facebook.com/krds contact@krds.fr ©KRDS

50. 2011 Credits (to sellvirtualgoodsonly for now) facebook.com/krds contact@krds.fr ©KRDS

51. Facebook Page “61% of global Fortune 100 companies have a Facebook page in 2011, up from 54% in 2010” (source :Burson-Marsteller ) facebook.com/krds contact@krds.fr ©KRDS

52. Facebook Page: a dual strategy Get fans Interactwith fans facebook.com/krds contact@krds.fr ©KRDS

53. ? Why should a brand get fans facebook.com/krds contact@krds.fr ©KRDS

54. 1. Your potentiel customers use Facebook! + 54 220k 13 - 17 565k 45 – 54 335k 35 - 44 685k 18 - 24 915k 51,5% Men 48,5% Women 25 - 34 1060k facebook.com/krds contact@krds.fr ©KRDS

55. 2. Because a brand cansend… …messages to its fans: - for free - repeatedly facebook.com/krds contact@krds.fr ©KRDS

56. …messages thatincludepictures and brand logo… facebook.com/krds contact@krds.fr ©KRDS

57. …messages that fans can: - like - comment withtheir real identity - sharewiththeir 130 friends facebook.com/krds contact@krds.fr ©KRDS

58. …and youcan monitor engagement facebook.com/krds contact@krds.fr ©KRDS

59. You buythis 3. Because 36% of fans saytheirpurchaseintent has increasedsincetheybecame fans Source: Source: DDB Worldwide/OpinionWay Research facebook.com/krds contact@krds.fr ©KRDS

61. event signups by 33%

62. purchases by 15%”Source: TBG facebook.com/krds contact@krds.fr ©KRDS

63. 4. Becauseyourcompetitors are outperformingyou facebook.com/krds contact@krds.fr ©KRDS

64. 5. Becauseyouneed to beready to outcompetebadbuzz in Facebooksearchqueries facebook.com/krds contact@krds.fr ©KRDS

65. 6. Becauseyou know whoyour fans are facebook.com/krds contact@krds.fr ©KRDS

66. 7. BecauseitImprovesyour SEO Facebook Page is one of the easiest pages to move onto page 1 of Google facebook.com/krds contact@krds.fr ©KRDS

67. ? Why does a user fan a brand facebook.com/krds contact@krds.fr ©KRDS

68. 1. To get exclusive deals & offers Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011 facebook.com/krds contact@krds.fr ©KRDS

69. 2. To beenteredinto a sweepstake Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011

70. 3. To receive exclusive content Source: Merkle, "View from the Digital Inbox 2011," Feb 23, 2011 facebook.com/krds contact@krds.fr ©KRDS

71. Facebook Marketing Funnel Fans base growth Awareness Education Desire Simple engagement Serious engagement facebook.com/krds contact@krds.fr ©KRDS

72. ? How To get fans facebook.com/krds contact@krds.fr ©KRDS

73. DO Create an application & buytraffic + 250 000 likers in 10 days ! (March 2011) facebook.com/krds contact@krds.fr ©KRDS

74. 1st international airline on Facebook facebook.com/krds contact@krds.fr ©KRDS

75. Whatwere the keysuccessfactors ? facebook.com/krds contact@krds.fr ©KRDS

76. A largeFacebookMarketAds Media Buying (Havas) facebook.com/krds contact@krds.fr ©KRDS

77. A real incentive to click the « like » button facebook.com/krds contact@krds.fr ©KRDS

78. Inspiringprizesmatching Air France’s business facebook.com/krds contact@krds.fr ©KRDS

79. Taking part to the sweepstake is simple and fun facebook.com/krds contact@krds.fr ©KRDS

80. A real incentive to share facebook.com/krds contact@krds.fr ©KRDS

81. Available in manylanguages facebook.com/krds contact@krds.fr ©KRDS

82. DO Leverageyour online audience seriously facebook.com/krds contact@krds.fr ©KRDS

83. DO Leverageyour offline audience ! facebook.com/krds contact@krds.fr ©KRDS

84. DO Leverageyour offline audience ! facebook.com/krds contact@krds.fr ©KRDS

85. Facebook Marketing Funnel Awareness Fans comment, like and share Education Story telling Desire Call to action Simple engagement Serious engagement facebook.com/krds contact@krds.fr ©KRDS

87. DON’T Loose control of yourwall facebook.com/krds contact@krds.fr ©KRDS

88. DOsCommunity management Post short videos & photos Text posts should be short (less than 80 characters) Ask yes/no questions Post content also outside business hours facebook.com/krds contact@krds.fr ©KRDS

89. DOsCommunity management Learn to listen Be authentic, original, funny 2 Magic Words : Don’t be overly promotional Sorry & Thank you facebook.com/krds contact@krds.fr ©KRDS

90. Facebook Marketing Funnel Awareness Education Desire Userscomplete a purchase Simple engagement Serious engagement Call to action facebook.com/krds contact@krds.fr ©KRDS

91. DO Flash Sales Pampers sold 1,000 diapers in 1 hour on itsFacebook store facebook.com/krds contact@krds.fr ©KRDS

92. DO Host a Facebook Store… …or FacebookConnectyourcurrentwebsite. In any case, make sure to transform all of the items you’resellingintoFacebookobjects on the « open graph » thatcanbeliked, sent and commented on. facebook.com/krds contact@krds.fr ©KRDS

93. Marketing has always been a mix of paid, owned and earned media. Facebookis no different. Media Media Media facebook.com/krds contact@krds.fr ©KRDS

94. 3 keysuccessfactors Technical Know-how How to developFacebook applications without bugs ? Conception Know-how How to best combine Facebook marketing toolsso as to design a consistent and efficient overallFacebookstrategy ? Legal Know-how What’stechnicallyfeasibleis not necessarylegallyallowed. facebook.com/krds contact@krds.fr ©KRDS

95. Rules are complicated and evolving thereis a need for specialists facebook.com/krds contact@krds.fr

96. Last word Test and learn ! facebook.com/krds contact@krds.fr ©KRDS

97. Obrigado ! Thomas Jestin Co-founder facebook.com/KRDS twitter.com/KRDS contact@krds.fr