Rethinking Facebook Strategy
Dimitris Savvakos, Creative Director,OgilvyOne Athens
Let's Move From Interruptions to Meaningful Connections
Brands & FacebookA Love Story
!e relationship begins
suddenly...
40% drop in organic Facebook reach across all pages between August and November 2012
Social Bakers
suddenly...
Facing Issues
!e Real Issue
“!e internet was meant to herald the arrival of a more open, two-way dialogue between marketers and consumers, but that didn't really happen. We just created more ways of broadcasting.”
Sheryl Sandberg, Facebook's COO
!e Real Issue
How canwe change that?
Let's move: from Interruptions to meaningful Connections
Rethink Content
Being Relevant
Rethink Content
Being Relevant
Create content about relevant things that really matter to your fans.
Identifying a Need
Rethink Applications
Identifying a Need
Rethink Applications
O"er useful tools & services that help your fans satisfy a need or solve a problem.
Rethink Applications
Identifying a Need
Swapp.gr: Nescafé Frappé’s social exchange community with more than 100.000 items
Making a Social Exchange
Rethink Promotions
Making a Social Exchange
Rethink Promotions
Instead of prizes, o"er value to your fans by making a social exchange.
Rethink Promotions
Making a Social Exchange
Every time a fan shared Eject Festival’s poster the price of the
ticket dropped, for everyone.
Collaborating with your Fans
Rethink Your Business
Collaborating with your Fans
Rethink Your Business
Collaborate with your fans, get them involved in your projects making your business social.
Doing Instead of Promoting
Rethink Experiences
Doing Instead of Promoting
Rethink Experiences
Create experiences around your brand values instead of just talking about them.
“Part of our “engagement strategy” is not only to promote happiness but to “do” happiness.”
Joseph Tripodi, Coca-Cola
Using Facebook as a Medium
Rethink Experiences
Using Facebook as a Medium
Rethink Experiences
Just adapting your campaigns is not enough. !ink of Facebook as a new type of creative medium.
Rethinking Your Facebook Relationship
1 - Be Relevant2 - Identify a Need3 - Make a Social Exchange4 - Collaborate with your Fans5 - Do Instead of Promoting6 - Use Facebook as a Medium
Content
Tools
Promotions
Experiences
Business
Connections
Overall, for a relationship to work, you have to work hard. But...