Thomas Jestin from KRDS presentation at "Inspired Digital 2010". The rules have changed! More and more customers are using digital media that provides more oportunities for companies to reach their target audience even more precisely and effectively. Therefore we have organized a one day seminar "Inspired & Digital 2010" to talk about the rules of the digital environment, provide more understanding about customer needs and behaviour in order to help companies apply the most effective digital media channels for solutions that involve and engage customers!

1. “How brands should harness the viral power of Facebook?” Thomas Jestin, co-founder of KRDS

2. A fact to startwith 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 startwith “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 spendsome 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 theywelcome on Facebook?

14. Or are theyregarded as party crashers?

15. Good news! Brands are ratherwelcome!

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. = Easysubscription to a brand’s news

20. Videos

21. Questions to fans

22. Notes

23. Links

25. The Story Tellingera « On Facebook, it’s far better to publishten 1-minute-long videos, one everyday…. …than to publish a 10-minutes-long videoat once »

26. An interactive tool Fans can: Watch videos straight fromtheir home pages Comment content Like content Share content withtheirfriends

27. A verypopulartool! 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

28. 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.

29. Some brands are lucky… …they’realreadypopularoutside of Facebook and have gained fans effortlessly

30. Lessfamous brands need to marketactivelytheir pages

31. The targeting power of FacebookAds Brands cantargettheir audience as it has never been possible before

32. FacebookAds 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 impressive results compared to similar campaigns it ran with search engines: 120% difference in unique CTR 100% difference in conversion rate 455% difference in margin

33. Ads-drivenusers have to beincentivized to become fans withoffers or special content

34. BNP Paribas Case Study Wewant fans! OK! But…..

35. BNP Paribas Case Study That’s a tough time being a bank right now Let’strysomethingdifferent BNP Paribas pridesitself for supporting the film industry Why not giveawaymovie tickets to fans?

36. On BNP Paribas FB Page A dailysweeptake: 1000 movie tickets to be won everydayduring 1 month To take part, users have to become fans of the bank Sample of the winners of the daybefore

37. Userswereprompted to share the offerwithfriends 33

38. BNP Paribas Case Study TrafficfromFacebookAds to the Facebook Page 120 000 fans Number 1 bank on Facebook in terms of fans 1 monthlater 0 fan Daily sweepstake on the Facebook Page

39. Follow the golden rule! Most of the content published by a brand has to remain consistent with the reasonwhyusersbecame fans in the first place If youdon’t, fans willsimplyhideyourposts In BNP Paribas case: the bankshouldkeepposting about films 4 out of 5 times and post bankoffers 1 out of 5 times

40. The power of FacebookApps

41. Whatis a Facebookapp?  a websitefullyembedded in Facebook

42. Whatis a Facebookapp?  whereuserscan use Facebook viral features to seamlesslysharewhatthey’redoing withtheirfriends

43. Whatis a Facebookapp?  whereuserscan use Facebook viral features to seamlesslysharewhatthey’redoing withtheirfriends

44. A new appislaunched

45. The appisadvertisedamong a first set of users

46. Someusersinteractwith the app

47. Theysharetheiractivitywithfriends

48. Somefriends use the app, and shareitwiththeirfriends…

49. A successfulplatform 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

51. Traffic to mywebsiteNumber 1 French TV Channel OK!

52. KRDS’ answer The Facebookapp « The greatest quiz of France »

53. FB app « The greatest quiz of France »

54. Step 1 Crosspromotion of the app on KRDS network of FB apps 20 000 usersdriven to the app in 4 days

55. Step 2: let the app go viral! Users are prompted to invite theirfriends…

56. Step 2: let the app go viral! …and to publishtheirresults on theirFacebookwall and friends’ home pages

57. 30 dayslater… The art of displaying viral featuresat the right time and place 20 000 Ads-drivenusers A good concept 1 500 000 Virality-drivenusers Viral bonus = 1,5M/20k = 75

58. Ads-drivenusers x Viral Bonus = Total number of users

59. Branding In october 2009 10 million Facebookuserssaw the brand, even if theydidn’tplay 40 million impressions of the quiz results story on users’ home pages

60. Drivingtraffic to www.tf1.fr

62. drove up to 40 000 users/week to www.tf1.fr« The greatest quiz of France »…

63. Facebook Live Stream Whenwatching a show online becomes social

64. Brands canbroadcast live theirevents and let Facebookusers comment on itthanks to the Facebook Live Stream

65. Whenusers comment, it updates theirstatus, sofriendscanseeit and click to join the conversation

66. Louis Vuitton’sFacebook page gained 60k fans during the weektheirfashion show wasbroadcastToday: more than 900k fans

67. 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

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

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

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

71. Case Study: JibJab Seamlesssubscription to the site withyourFacebookidentity: itonlytakes few seconds!

72. Access to users’ data: FB ConnectenablesJibJab to provideuserswith a tailoredexperience Case Study: JibJab

73. Access to users’ data: FB ConnectenablesJibJab to provideuserswith a tailoredexperience Case Study: JibJab

74. Case Study: JibJab Ability to share content back to Facebookwithfriends in few clicks

75. Case Study: JibJab Ability to share content back to Facebookwithfriends in few clicks

76. 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

77. 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 Soon for brands: Facebook Mobile, Facebook Credits, Facebook Location

78. Thank You! Thomas.jestin@krds.fr www.Krds.com Twitter.com/KRDS Fr.allfacebook.com Facebook.com/KRDS