How brands should harness the viral power of Facebook to reach out to users? Here is a description of Facebook tools for brands: Pages, Applications, Connect and Live Stream, with some concrete case studies.

1. How Facebook is
changing the way we
interact with brands
Thomas Jestin, co-founder of 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 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
• 400 million monthly active users
• Certainly
1 billion before 2011

5. 200 million daily active users

6. 55 minutes per day per average user
« Must dash….need to spend some time on Facebook »

7. 60 million status updates posted each day

8. 3 billion photos uploaded to the site each month

9. 20 billion pieces of content
shared each month

10. Now, Facebook leads sharing on the web!

11. The advent of Facebook

12. So brands can no longer ignore
Facebook…

13. But are they welcome on Facebook?

14. Or are they regarded as party crashers?

15. Good news!
Brands are rather welcome!

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”

18. =
Easy subscription to a brand’s news

19. A Multimedia Publishing tool
News can be:
• Pictures
• Videos
• Questions to fans
• Notes
• Links
• Event

20. The Story Telling era
To leverage the full potential
of Facebook, brands need to
tell Facebook-tailored stories
to their fans, using all media
available.

21. 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 »

22. An interactive tool
Fans can:
• Watch videos straight from their home pages
• Comment content
• Like content
• Share content with their friends

23. 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

24. 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.

25. Some brands are lucky…
…they’re already popular outside of Facebook
and have gained fans effortlessly

26. Less famous brands need to market actively their
pages

27. The targeting power of Facebook Ads
Brands can target their audience as it has never been
possible before

28. Facebook Ads Case Study
• Avenue 100 Media Solutions, a performance marketing
company, ran a CPC campaign on Facebook in january
that 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

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

30. BNP Paribas Case Study
We want
fans!
OK!
But…..

31. 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?

32. 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

33. Users were prompted to share the offer with
friends
33

34. 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

35. 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

36. The power of Facebook Apps

37. What is a Facebook app?
 a website fully embedded in Facebook

38. What is a Facebook app?
 where users can use Facebook viral features to
seamlessly share what they’re doing with their friends

39. What is a Facebook app?
 where users can use Facebook viral features to
seamlessly share what they’re doing with their friends

40. A new app is launched

41. The app is advertised among a first set of users

42. Some users interact with the app

43. They share their activity with friends

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

45. 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

46. Case Study: « The greatest quiz of France »
I want:
• To create buzz about my
new TV show
Number 1 French
TV Channel
• Traffic to my website
OK!

47. KRDS’ answer
The Facebook app
« The grestest quiz of
France »

48. FB app « The grestest quiz of France »

49. Step 1
Crosspromotion of
20 000 users driven
the app on KRDS
to the app in 4 days
network of FB apps

50. Step 2: let the app go viral!
Users are prompted to invite their friends…

51. Step 2: let the app go viral!
…and to publish their results on their Facebook wall and
friends’ home pages

52. 30 days later…
The art of displaying
20 000 A good
Ads-driven users concept viral features at the
right time and place
1 500 000
Virality-driven users Viral bonus
= 1,5M/20k
= 75

53. Ads-driven users
x
Viral Bonus
=
Total number of users

54. 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

55. Driving traffic to www.tf1.fr

56. 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. Facebook Live Stream
When watching a
show online
becomes social

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

59. When users comment, it updates their status, so
friends can see it and click to join the conversation

60. Louis Vuitton’s
Facebook page
gained 60k fans
during the week
their fashion show
was broadcast
Today: more than
900k fans

61. 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!

62. Facebook Connect
“Most of Facebook’s interaction will take place off of the
website Facebook.com in the future”
Mark Zuckerberg, founder of Facebook

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

64. Case Study: JibJab
JibJab is a ten year-old company that offers
customizable digital greeting cards and videos

65. Case Study: JibJab
Seamless subscription to the site with your Facebook
identity: it only takes few seconds!

66. Case Study: JibJab
Access to users’ data: FB Connect enables JibJab to
provide users a tailored experience

67. Case Study: JibJab
Access to users’ data: FB Connect enables JibJab to
provide users a tailored experience

68. Case Study: JibJab
Ability to share content back to Facebook with friends in
few clicks

69. Case Study: JibJab
Ability to share content back to Facebook with friends in
few clicks

70. 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

71. 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

72. Thank You!
www.Krds.com
Twitter.com/KRDS
Fr.allfacebook.com
Facebook.com/KRDS