1. Rethinking Facebook Strategy
Let's Move From Interruptions
to Meaningful Connections
Dimitris Savvakos, Creative Director,
OgilvyOne Athens

2. Brands & Facebook
A Love Story

3. The relationship
begins

4. suddenly...

5. suddenly...
40% drop in organic Facebook
reach across all pages between
August and November 2012
Social Bakers

6. Facing Issues

7. The Real Issue

8. The Real Issue
“The internet was meant to herald the
arrival of a more open, two-way dialogue
between marketers and consumers, but
that didn't really happen. We just created
more ways of broadcasting.”
Sheryl Sandberg, Facebook's COO

9. How can
we change that?

10. Let's move: from Interruptions
to meaningful Connections

11. Rethink Content
Being Relevant

12. Rethink Content
Being Relevant
Create content about relevant
things that really matter to your
fans.

13. Rethink Applications
Identifying a Need

14. Rethink Applications
Identifying a Need
Offer useful tools & services
that help your fans satisfy a
need or solve a problem.

15. Rethink Applications
Identifying a Need
Swapp.gr: Nescafé Frappé’s social exchange community with more than 100.000 items

16. Rethink Promotions
Making a Social Exchange

17. Rethink Promotions
Making a Social Exchange
Instead of prizes, offer value to
your fans by making a social
exchange.

18. Rethink Promotions
Making a Social Exchange
Every time a fan
shared Eject Festival’s
poster the price of the
ticket dropped, for
everyone.

19. Rethink Your Business
Collaborating with your Fans

20. Rethink Your Business
Collaborating with your Fans
Collaborate with your fans, get
them involved in your projects
making your business social.

21. Rethink Experiences
Doing Instead of Promoting

22. Rethink Experiences
Doing Instead of Promoting
Create experiences around your
brand values instead of just
talking about them.

23. “Part of our “engagement
strategy” is not only to promote
happiness but to “do”
happiness.”
Joseph Tripodi, Coca-Cola

24. Rethink Experiences
Using Facebook as a Medium

25. Rethink Experiences
Using Facebook as a Medium
Just adapting your campaigns is
not enough. Think of Facebook
as a new type of creative
medium.

26. Rethinking Your
Facebook Relationship
1 - Be Relevant
2 - Identify a Need
3 - Make a Social Exchange
4 - Collaborate with your Fans
5 - Do Instead of Promoting
6 - Use Facebook as a Medium

27. Content Business
Connections
Tools
Experiences
Promotions

28. Overall, for a relationship to work,
you have to work hard. But...

29. (Your Fans Will)Thank you!
social.ogilvy.com
@savvakos
dimitris.savvakos@ogilvy.com