why and how to successfully use facebook for marketing - greece december 2010

Athens, December, the 20th, 2010

Why and how to successfully use Facebook for marketing

Thomas Jestinco-founderKRDS

Preferred DeveloperConsultant

The Social Media

Universe

+ 550 millions monthly users

half of them log in daily

More than 100M users

75%: less than 5 tweets

46 years of Youtube video viewed in any given day on

Facebook

2008: « facebook » overtakes « sex » on Google

Facebook leads sharing

Time to reach 50M users

13 years 4 years 3,5 years 3 months

From 0 to 1,5 millionusers in 30 days

Novembre 2010

US 25% of

viewed pages

with ads

2009 - 2010

x 10Advertisers’ spendings

Search

TVRadio PressBillboards Internet

Global advertising expenses

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.”

The Facebook Marketing Toolbox

Europe 2010

The Facebook Marketing toolbox- Europe 2010

Page Application

Engagement AdsStandard Ads

Social Plugins

Facebook Connect/Open Graph API

Places

Since Nov 2007Self-serving platform

Since May 2007

Facebook opens itself to third-party developers

1600 Candidates

150 000 voters

Universal AZ music label

« Ads should be content ! »

Engagement AdsSince 2008

VideoEvent

SamplePoll

Credits

Deals

2011

Facebook Page

Why should a brand get fans?

16%

28%3

3%

16%

8%

1. Your potentiel customers use Facebook!

13 - 17 y.o.475k

18 - 24 y.o.847k

25 - 34 y.o.987k

35 - 44 y.o.475k

+ 45 years o.251k

54% Men

46% Women

…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:

3. Because more than 33% of fans say their purchasing intent has increased

since they became fans

You buy this

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

Facebook Page: a two-sided strategy

Get fans Interact with fans

Awareness

Education

Serious engagement

Desire

Facebook Marketing Funnel

Fans base growth

Simple engagement

Awareness

Education

Serious engagement

Desire

Community Management(Story Telling)

Simple engagement

Facebook Marketing Funnel

Awareness

Education

Simple engagement

Serious engagement

Desire

Call to action

Story telling

Fans comment, like and share

Facebook Marketing Funnel

Awareness

Education

Serious engagement

Desire

Simple engagement

Call to action

Users subscribe to a newsletter…

… or complete a purchase

Facebook Marketing Funnel

How toget fans ?

DON’T Create a group

DOThink twicebefore pickingyour page name

DOGet your vanity URL

DON’T

DON’T Let non-fans land on the wall

DOSet a welcome tab to greet non-fans and induce them to like

DON’T

DOLeverage your online audience seriously

DOLeverage your packaging!

DOBuy Facebook Ads

DOFacebook Ads + Application

+130 000 fans

in 1 month

80 000

forms were filled

How to interact with fans ?

DON’TLoose control of your wall

95% of the interaction between a page and its fans don’t take place on tabs

….but on fans’ homepage!

DON’TAdd too many custom tabs

DOPost photos and questions

DOBe grateful to your fans!

DORespect Terms Of Service Facebook & Platform Policies

“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

Q&AAthens, December, the 20th, 2010

Thomas.Jestin@krds.frKRDS co-founder

Preferred DeveloperConsultant