1. Facebook Page: DOs & DON’Ts FacebookDeveloper Garage Paris, March, the 29th, 2011 facebook.com/KRDS

2. Facebook Marketing Funnel Awareness Education Desire Simple engagement Serious engagement

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

4. ? Why should a brand get fans

5. 1. Your potentiel customers use Facebook! + 54 1.5M 13 - 17 3.7M 45 – 54 1.8M 35 - 44 3.3M 18 - 24 5.5M 48% Men 52% Women 25 - 34 5.6M

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

7. …messages thatincludepictures and brand logo…

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

9. …and youcan monitor engagement

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

11. 4. Becauseyourcompetitors are outperformingyou

12. 5. Becauseyouneed to beready to outcompetebadbuzz in Facebooksearchqueries

13. 6. Because you know whoyour fans are

14. ? Why does a user fan a brand

15. 1. To get promotions & deals

16. 2. By love of the brand

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

18. How to get fans ?

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

20. DON’T Create a group (nor a community page, nor a profile page)

21. DO Thinktwicebeforepickingyour page name Your brand name? …or a concept ?

22. DO Thinktwicebeforepickingyour page name A page by product ? By country ?

23. DO Getyourvanity URL Go to: facebook.com/username DON’T

24. DON’T Let non-fans land on the wall

25. DO Set a welcome tab to greet non-fans and inducethem to like

26. DON’T Noincentive to click « Like » : trafficdriven to such a landing page poorlytransformsinto fans

27. DO BuyFacebook Standard or Premium Ads

28. DO BuyFacebookSponsored Story Ads

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

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

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

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

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

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

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

36. A largeFacebookAds Media Buying

37. A real incentive to click the « like » button

38. Inspiringprizesmatching Air France’s business

39. Taking part to the sweepstake is simple and fun

40. A real incentive to share

41. Available in manylanguages

42. DO Leverageyour online audience seriously

43. DO Leverageyour offline audience !

44. DO Leverageyour offline audience !

45. How to interactwith fans ?

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

47. DON’T Loose control of yourwall

48. DO Control yourwall

49. DO Add custom tabs

50. DO Target yourstatus updates (by country and/or language)

51. DON’T use differentlanguages to talk to the sameusersindiscriminately Fr En

52. DON’T Thinkaverageusersvisit all yourtabsspontaneously Fans barelyvisittabs if not prompted by postsfrom the page intotheirnewsfeed, so to get traction on tabs, make sure to oftenpublish to fans links coupledwithcompelling calls to action.

53. DO Post photos, videos and questions

54. DO Empoweryour fans

55. DO Empoweryour fans… …and somewillsidewithyouwhenyour brand isfacingcriticism

56. DO Respect Terms Of Service & Platform Policies What’stechnicallyfeasibleis not necessarilylegallyallowed, and rules are evolvingquickly: make sure to consult experts. For instance promotionstake place on custom tabs and not on the page’swall

57. Thanks facebook.com/KRDS twitter.com/KRDS contact@krds.fr