¿Por qué las marcas deberían usar Facebook? Ponencia presentada por Thomas Jestin (Co-fundador de KRDS) y Pablo Asencio (Country Manager de KRDS España) en OMExpo Madrid 2011.

1. Why should brands use Facebook? Thomas Jestin Co-founder KRDS Pablo Asencio Country-manager KRDS Spain Madrid, March, the 16th, 2011

2. 1990-2009: $250 millions spent in TV adsduring the Super Bowl 2010 : Pepsi stopped TV ads

5. Video viewed and commented more than 9 millions times +1,5 millions fans in one weekend

6. “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.” Davide Grasso Nike's chief marketing officer

7. Advertising budget : $9 billions/year “Facebook is the future” “Facebook is a must-have for digital advertising and brand building” Innovation OutreachVenturing Day, janvier 2010

8. 2009 - 2010 Advertisers’ spendings x 10

9. Global advertisingexpenses TV Radio Press Billboards Internet Search

10. November 2010 25% of viewed pages withads

11. 12.9 millions unique visitors / month 27% of country population 44% of online country population 6,5 millions log in on a daily basis

12. The Facebook Marketing Toolbox Europe 2011

13. The Facebook Marketing toolbox - Europe 2011 FacebookConnect Page Social Plugins Application Places & Deals Credits Engagement Ads Standard Ads

14. Since May 2007 Facebook opens itself to third-party developers

15. Time to reach 50M users 13 years 4 years 3,5 years 20 days

16. From 0 to 1,5 million users in 30 days

17. Universal AZ music label 1600 Candidates 150 000 voters

18. FacebookConnect Social Plugins

19. SinceNov 2007 Self-servingplatform

20. Since 2008 Engagement Ads « Adsshouldbe content ! » Video Event Poll Sample

21. 2011 Places & Deals

22. 2011 Credits

23. Facebook Page

24. Facebook Page: a dual strategy Get fans Interactwith fans

25. ? Why should a brand get fans

26. 1. Your potentiel customers use Facebook! + 54 0.7M 13 - 17 1.2M 45 – 54 1.2M 18 - 24 2.7M 35 - 44 2.8M 49% Men 51% Women 25 - 34 4.3M

27. 2. Because a brand cansend… …messages to its fans: - for free - repeatedly

28. …messages thatincludepictures and brand logo…

29. …messages that fans can: - like - comment withtheir real identity - sharewiththeir 130 friends

30. …and youcan monitor engagement

31. You buythis 3. Because more than 33% of fans saytheirpurchasingintent has increasedsincetheybecame fans

32. 4. Becauseyourcompetitors are outperformingyou

33. 5. Becauseyouneed to beready to outcompetebadbuzz in Facebooksearchqueries

34. 6. Because you know whoyour fans are

35. ? Why does a user fan a brand

36. 1. To get promotions & deals

37. 2. By love of the brand

38. 3. To keep up with the brand’s news

39. Facebook Marketing Funnel Fans base growth Awareness Education Desire Simple engagement Serious engagement

40. DO Create an application & buytraffic French tour operator + 120 000 likers in 9 days ! (January 2011)

41. 1. FacebookAdsbuying (CPC-optimized by KRDS)

42. 2. A reallycompellingincentive to click the « likebutton » : to beeligible for a sweepstake to winholidays

43. 3. A very simple flow: userscanplay in 3 clicks

44. 4. Inspiringprizes: 2 weekholidays to be won per day for 15 days « I’llplayagain and again!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! »

45. 5. A real incentive to share the application withfriends: « if one of yourinvitedfriendseverwins, youwin as well »

46. DO Create an application & buytraffic + 250 000 likers in 10 days ! (early March 2011)

50. DO Leverageyour online audience seriously

51. DO Leverageyour offline audience !

52. DO Leverageyour offline audience !

53. Facebook Marketing Funnel Awareness Fans comment, like and share Education Story telling Desire Call to action Simple engagement Serious engagement

55. DON’T Loose control of yourwall

56. Facebook Marketing Funnel Awareness Education Desire Userscomplete a purchase Simple engagement Serious engagement Call to action

57. 4 possible strategies Brand advertising Web/foot trafficdriving, data collection CRM Monetization/ f-commerce

58. Owned Media Paid Media Earned Media

59. Paid Media 1. Yourtarget audience is on Facebook + 54 0.7M 13 - 17 1.2M 45 – 54 1.2M 18 - 24 2.7M 35 - 44 2.8M 25 - 34 4.3M Women Men 6.3M 6,6M 49% 51%

60. Paid Media 2. Unheard-oftargetingcapabilities

61. EarnedMedia 3. Viral effect

62. EarnedMedia 4. Fans becomeyourambassadors

63. OwnedMedia 5. Easierthanever to subscribeto a brand’s news 1 click requiredonly

64. OwnedMedia 6.You know whoyour fans are

65. 3 keysuccessfactors Technical Know-how Conception Know-how Legal Know-how Rules are evolvingquickly

66. facebook.com/krds contact@krds.fr

67. Last word Use peace time wisely to strengthen yourFacebookpresence

68. Gracias Pablo.Asencio@krds.fr Country-manager Spain Thomas.Jestin@krds.fr Co-founder Madrid, March, the 16th, 2011