What is the future of Facebook
in 8 points.
by Arnaud Auger, author of Facebook Marketing (Pearson)
Strategic analyst & head of media for L'Atelier BNP Paribas North America
WHAT IS F8?
F8 is the annual conference
organized by Facebook,
for developers (and marketers)
who build products and services around.
(Okay, it is like Apple's keynote
but for fb & its professional audience)
The name "F8" derives
from the tradition at Facebook of having
(let's hack the "8" of hackatons & F8
for this 8-point presentation about F8)
WHO AM I?
Strategic Analyst for L'Atelier
Author of Facebook Marketing (Pearson) Top5 most influential book in 2013 (Hub awards) & Business Science Academy Medal rewarding the most innovative books since 1963
Former Consultant for KRDS (Facebook Marketing leader in Europe & Asia)
100+ Facebook marketing campaigns managed in 6 years, 6M+ users engaged
MBA Professor (Novancia, CELSA, etc.)
StartupBRICS partner, SxSW speaker,
THE OBJECTIVE OF THIS PRESENTATION
is 2 days of keynotes & sessions with a lot of geeky stuff.
1. MORE USERS
F8 2015 users figures
Facebook : 1.4 B
Whatsapp : 700 M
Messenger : 600 M
F8 2016 users figures
Facebook : 1.55 B
Whatsapp : 1 B
Messenger : 900 M
1= MORE MARKETING ON FACEBOOK PLATFORMS
If your clients are living on planet earth,
facebook is probably the best way to communicate with them.
the objective is not to have as many "fans"/"likes" as possible!
The objective is to engage clients through great experiences
(it can be fb page conversation, facebook app, instagram etc.)
2. MORE USERS TOMORROW
2= ADAPT YOUR CAMPAIGNS FOR THE EMERGING MARKETS
3. MORE LIVE VIDEOS
3. = MORE BRAND (VIDEO) CONTENT
4. MORE IMMERSION
4. = MORE BRANDED IMMERSIVE EXPERIENCE
4= SOON, VIRTUAL REALITY BRANDED EXPERIENCES
Traveling the World with Air France…and Oculus?
5. MORE SYNCHRONIZED
5. = FOR MEDIA BRANDS : MORE CONVERSATION
A facebook comment on your website = the comment is added to your facebook post
For media brands or even brands that share on their facebook page
what they have published on their website with facebook comments,
it is the opportunity to synchronized the conversations.
Synchronizing the conversation across platform allows to have
more interactions, more engagement
6. MORE PLATFORMS
FB MESSENGERBECOMES A PLATFORM!
5. = MORE FUN BRANDING
Brands are creating a lot of photo & video contests.
Now, facebook integrates a lot of features to let the user
being more creative with simple tools.
And why not having branded apps for messenger
like you have branded stickers.
5. = MORE INTIMATE COMMERCE
FACEBOOK MAKE BRANDS BEING CLOSER TO CLIENTS
In 2012, I explained in my book the revolution
that Facebook introduced in the brand-client relationship.
Brands were used to communicate on top-down with mass media communication, suddenly had to talk with individual clients in public.
The brand became like another friend of mine
by communicating to me in my newsfeed.
Now, brands will also communicate on my private facebook messenger
and, on top of that, I will buy on facebook messenger.
7. BETTER ANALYTICS
7. = BETTER REPORTING, BETTER BUDGET
In 2011, I worked with many brand managers frustrated to not have enough budget
Indeed, I understood that brand managers simply did not know how to justify
their investment with Facebook metrics.
That is why I explained in my book how to translate Facebook metrics into brands' KPI.
The key if you want to do more Facebook Marketing is to understand and show
how it actually helps your brand.
So the better the analytics, the better the report
...and so the better your next facebook campaign budget.
8. MORE INTERNET OF THINGS
The favourite startup of Mark Zuckerberg (acquired by Facebook), Parse,
has launched a new technology for the internet of things.
(+ Facebook acquired Wit.Ai in January 2015
specialized in Artificial Intelligence for the internet of things)
8. = INTERNET OF (BRANDED) THINGS
TO SUM UP
1. More users today > More reason to create facebook marketing campaigns
2. More users tomorrow > You can start reaching emerging markets clients
3. More video > More brand content video
4. More immersion > More immersive brand content
5. More synchronized conversations > More engagement
6. More open platforms > More conversions
7. Better analytics > Better reporting, better understanding, better budgets, better apps
8. More Internet of thing > More innovations soon again
Facebook is not just a channel of communication like any other.
Facebook for brands is not about a page for having fans.
Facebook now fusion with the brand's own website :
- To display content (embedded video)
- To register (fb connect)
- To engage (fb comments on site / fb page post comments synchronized)
- To sell (ecommerce via fb messenger)
Facebook is not only an entry door to reach your audience.
Facebook can now host almost all the interactions that consumers can have with a brand.
TO GO FURTHER
Please use Google Chrome to obtain the best export results.
Public - 4/12/16, 2:07 AM