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

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
« 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

24. Less famous brands need to market actively their
pages

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

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

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

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

30. Users were prompted to share the offer with
friends
30

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

33. The power of Facebook Apps

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

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

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

37. A new app is launched

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

39. Some users interact with the app

40. They share their activity with friends

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

42. 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!

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

44. FB app « The grestest quiz of France »

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

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

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

51. Driving traffic to www.tf1.fr

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

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

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

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

56. Louis Vuitton’s
Facebook page
gained 120k fans
during the week
their fashion show
was broadcast
Today: more than
1,300,000 fans

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!

58. Last words…

59. Thank You!
florent.ferere@krds.fr
www.Krds.com
Twitter.com/KRDS
Fr.allfacebook.com
Facebook.com/KRDS