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It’s Not Over Yet:
Brand and Communications Strategy
Di Caplinska & Jonathan Nausner
Miami Ad School Europe

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The Problem
People stopped appreciating the service.
The love for the brand is gone.

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Problem?
What are you talking about?

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Facebook is growing faster than ever!

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Well...

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It used to be the 3rd most visited website in 1999.

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Once the largest social network now facing
a slow death.

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What will be the next Facebook?

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How can Facebook
steer in the right direction?

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The Task
Brand & Communications Strategy

13. Where is Facebook today?
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14. The ultimate social network.
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15. Catch - 22 Business Model
‘what brings profit annoys users’
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16. Benefitting from broadening
online demographics.
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17. Undermined by those who
don’t use it intelligently.
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• Attributes:
free, sharing, open, social, equal,
impartial, consistent
• Benefit:
A Feeling of Togetherness
• Reason why:
Facebook is a stage that exchanges
the narrative of your life with your
social circle
• Character: The Middle-Man
• Essence: Open Mic
Brand Strategy: Status

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• Five people
focus groups
• Friend count:
70 - 800
Primary Research

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Key Areas of Discussion
1. Annoying applications
2. Privacy controversy
3. Organisation of friends

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Findings
1. ‘Applications? I hate them. With passion!’
2. ‘I don’t trust Facebook, and don’t really
understand privacy either. There are so many of
us, how would they use my data?’
3. ‘The organisation of my friends is a chaos. It
took a lifetime to sort it out! I don’t think many
people even tried it.’

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So how can Facebook improve?

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• Limit presence of applications
• Simplify privacy policies
• Improve friend organisation tools

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Have you noticed?

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Applications continuously reorganised and notifications turned off.

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Privacy settings continuously explained and tightened.

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Friend organisation simplified and sharing easily monitored.

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Facebook is like the guy
who works extra hours
that nobody acknowledges.

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Get Facebook talking
about what it is doing!

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• Attributes:
trustworthy, responsive, social,
selective, simple
• Benefit:
Enhanced Social Life
• Reason why:
We are new to this and constantly working
to make Facebook the best it can be.
• Character: The Perfect Facilitator
• Essence: Catch-Up Party
Brand Strategy: Vision

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• Everyone with internet access -
Facebook users, skeptics, and those unaware.
• Common mood
„ Make me feel valued!“

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• We are going to get it right. Hang in there.

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Facebook ‘works for me’.

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• Trustworthy, hard-working, optimistic, honest,
patient, down-to-earth, transparent
• Avoid the cocky
Zuckerberg image

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• Facebook
In place of the usual ads
Open forum with employee contributions
Temporary return old interface to illustrate
undergone improvement
• YouTube
tutorials about updated features
• Technology website takeovers, e.g. Wired, Gizmodo

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Questions?
Ideas?

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Thanks for your attention!