See how your brand can gain the attention of Facebook fans, by designing amazing experiences people want to be a part of and share with their friends.

1. How to make users
talk about your brand,
by talking about
themselves!
Panos Sambrakos
Executive Creative Director,
OgilvyOne Athens

2. What are Social Media
after all?

3. Social Media are a square!
A place where people come to talk with their friends,
while brand pages are like infokiosks, trying to gain the
attention of people in the square, with various methods.

4. Run a Contest

5. After participating in a contest, people will soon go back to
their conversation with their friends, which is the
real reason they came to the square for.

6. Provide Content

7. Content is relevant to a fraction of the people, with specific
needs and interests. So although it can sustain a
relationship with a brand page, it can’t easily create buzz.

8. Stand for a Cause

9. People with certain beliefs will “sign” for a cause, thus you
cannot create buzz in the square, with this method either.

10. Design an experience!

11. We should be designing amazing experiences that excite
people with their fun and technical wizardry, and have them
running in the square, telling their friends to go play too!

12. How to make a viral
Facebook application
In 3 succesive steps!

13. 1. Use a technological gimmick
Leverage
Technology
Like “magic mirrors” in a fun house, you have to dazzle
audiences with a trick. Be it something as innovative as
Augmented Reality or as simple enough as writing your
name on a chocolate wrapper!

16. 2. Make users part of the brand story
Leverage Make users
Technology part of the story
Instead of urging people to simply share your content, you
should prepare a branded “template” for them to tell their
story. Only then, they keep doing what they came to do in
the “square”: To talk about themselves to their friends.

19. 3. Enhance with their Social connections
Leverage Make users Use Social
Technology part of the story connections
Use Facebook’s building blocks to your advantage, by
letting people bring their friends into your experiences. That
way, you will gain a greater audience for your messages.

22. 3Bit – Case study
Facebook viral application

23. 3Bit - Χτσπάει πάντα 3 φορές!

24. Making it viral...
Leverage
• Photo insertion in video. Text to speech.
Technology
Make users
• Users stared in the lead role. Wrote the script.
part of the story
Use Social
• Made their friends the co-stars. More than once.
connections

25. 90.000 videos created by 65.000 fans
3Bit Facebook Likes & videos created
6000 70000
65.000 fans
60000
5000
50000
4000
40000
3000
30000
2000
20000
1000
10000
0 0
Δεκ-11 Ιαν-12 Φεβ-12 Μαρ-12 Απρ-12
Videos Published Lifetime Likes

26. Combined viewership & response
850.000 views
225.000 comments and likes.

27. We essentially filled the square with karateka,
each giving their friends 3 succesive strikes,
all the way to the real kiosk... to buy a 3Bit bar!

28. 3Bit sales increase +10%
Internal Data: Volumes sales Jan Feb. 2012 vs Jan Feb 2011

29. It’s your turn to strike!
Leverage Make users Use Social
Technology part of the story connections

30. Thank you!
panos.sambrakos@ogilvy.com
@panos