McCann Social Central shares its point of view about new Facebook opportunities for the brands and how it is one of the main platforms in social strategies.

1. STRATEGIC POINT OF VIEW:
March 2012

2. It is the defining platform of our time, the place where
people go to discover, interact, and share content.
TRACKING TO 1BILLION USERS
70% LOG-ON IN ANY GIVEN DAY
THE AVERAGE USER HAS 261 FRIENDS
1.5 BILLION STATUS UPDATES PER MONTH
PEOPLE SPEND OVER 6:51 HOURS PER
MONTH ON FACEBOOK

3. FACEBOOK IS EVOLVING INTO A NEW TYPE OF STORYTELLING PLATFORM
Millions of people curate stories of their lives on Facebook every day and
have no way to share them once they fall off your profile page…
we have been working on ‘timeline’ all year…
it’s the story of your life and a completely new way to express yourself.
It has three pieces: all your stories, your apps and a new way
to express who you are.
-MARK ZUCKERBERG, FACEBOOK’S FOUNDER & CHIEF EXECUTIVE

4. FACEBOOK IS NOW OPEN FOR BRANDS
The goal has always been to have your personal experience on Facebook not
be so different than the brand experience. And right now, it is different.
You have Timeline and you have a page-brand profile. So we are absolutely
moving in the direction to sync those up. We believe that brands want to be
able to curate how they’re represented in a more visually pleasing way,
and we’re in the midst of trying to figure out how best to do that.
-CAROLYN EVERSON, FACEBOOK VP OF GLOBAL MARKETING SOLUTIONS

5. THREE CRITICALLY IMPORTANT CHANGES:
Reach amplifies…shifting media
Brands and people experience
planning decisions to those who
Facebook in the same
create content, truly understand,
manner...timelines tell their story.
and manage your community.
Social evolves paid & Owned
Media...content marketing and
frictionless sharing reemphasize
the importance of brand narrative
and creative.

6. FACEBOOK: THE NEW PARADIGM
OLD BRAND PAGES NEW BRAND TIMELINES
PR driven Brand narrative enabled
Broadcast of corp. story Storytelling & value add
Campaign fire hose People focused
Mainly One-way-conversation Engaging
Not experiential Immersive
OLD ADS NEW ADS
Targeting demos Targeting behaviors & interests
Placement Personal relevance
Campaign Ongoing narrative
Offer presentation Story exchange
Minimal reach Amplified reach

7. McCANN POV
Social is a simple, human, individual, value exchange.
!
Brands and people are equal players.
!
Their shared currency is storytelling.
!
Great storytelling = narrative + value exchange + iteration.
!
We can no longer divide narrative and response.
!
Brands still tell stories, but now must also listen and react to others’.
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We must be presenters, guests and hosts.
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Social relationships are real-time.
!
Social Value is measured by engagement.

8. IN SHORT, THE STORY OF YOUR BRAND WILL BE TOLD
?
Who will you trust to tell it?

9. WE ARE STORY TELLERS
As stewards of the brand, McCann has always
unearthed consumer insight, identified core brand truths,
and created brand experiences that spark emotion worth sharing.
This is the connective tissue of brands and people.
Its honest and mutually beneficial.

10. BRING BACK STORYTELING
Brand STORYTELLING Connecting
Narrative
ENGAGEMENT Sharing
Story Arch
INSIGHTS Discovery
Experience
Development

11. ACTION REQUIRED:
On March 1st, Facebook McCann Social Central launches
announces brand timeline. new Facebook Services
Facebook will be offering a unique
opportunity to design and develop
the story of your brand in a sandbox
environment for 30-60 days.

12. GETTING STARTED: McCANN STRATEGIC FACEBOOK SERVICES
STEP 1 STORYTELLING
Brand narrative development
Timeline design & experience
Content strategy & development
Content creation
STEP 2 BRAND TIMELINE MANAGEMENT
Community management
Content/story amplification
Insights & performance management
STEP 3 ENGAGEMENT
Open-graph gestures/apps
Campaign support & activation

13. SUCCESS IN THE NEW PARADIGM
People are at the center of your social strategy.
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Page, content, and community management become a united responsibility.
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Brands behave like people.
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Branded content is consumed through friends and through the feed.
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Branded experience do not feel like advertising.
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Engaging in stream content replaces social ads.

14. AGENCY CONTACT INFORMATION
AGENCY NAME McCann
ADDRESS 622 3rd Ave
New York, NY
KEY CONTACT KANDACE HUDSPETH
Executive Strategy Partner
Office 646.865.2057
Mobile 347.334.4621
Kandace.Hudspeth@mccann.com