FMC Feb 2012 - Our Point of View

STRATEGIC POINT OF VIEW:

March 2012

It is the defining platform of our time, the place where people go to discover, interact, and share content.

TRACKING TO 1BILLION USERS

70% LOG-ON IN ANY GIVEN DAY

THE AVERAGE USER HAS 261 FRIENDS

1.5 BILLION STATUS UPDATES PER MONTH

PEOPLE SPEND OVER 6:51 HOURS PER MONTH ON FACEBOOK

Millions of people curate stories of their lives on Facebook every day and have no way to share them once they fall off your profile page…

we have been working on ‘timeline’ all year…

it’s the story of your life and a completely new way to express yourself. It has three pieces: all your stories, your apps and a new way

to express who you are.

-MARK ZUCKERBERG, FACEBOOK’S FOUNDER & CHIEF EXECUTIVE

FACEBOOK IS EVOLVING INTO A NEW TYPE OF STORYTELLING PLATFORM

The goal has always been to have your personal experience on Facebook not be so different than the brand experience. And right now, it is different.

You have Timeline and you have a page-brand profile. So we are absolutely moving in the direction to sync those up. We believe that brands want to be

able to curate how they’re represented in a more visually pleasing way, and we’re in the midst of trying to figure out how best to do that.

-CAROLYN EVERSON, FACEBOOK VP OF GLOBAL MARKETING SOLUTIONS

FACEBOOK IS NOW OPEN FOR BRANDS

Reach amplifies…shifting media planning decisions to those who create content, truly understand, and manage your community.

THREE CRITICALLY IMPORTANT CHANGES:

Brands and people experience Facebook in the same manner...timelines tell their story.

Social evolves paid & Owned Media...content marketing and frictionless sharing reemphasize the importance of brand narrative and creative.

OLD BRAND PAGES

PR driven Broadcast of corp. story

Campaign fire hose Mainly One-way-conversation

Not experiential

NEW BRAND TIMELINES

Brand narrative enabled Storytelling & value add People focused Engaging Immersive

OLD ADS

Targeting demos Placement Campaign

Offer presentation Minimal reach

NEW ADS

Targeting behaviors & interests Personal relevance Ongoing narrative Story exchange Amplified reach

FACEBOOK: THE NEW PARADIGM

Social is a simple, human, individual, value exchange.

Brands and people are equal players.

Their shared currency is storytelling.

Great storytelling = narrative + value exchange + iteration.

We can no longer divide narrative and response.

Brands still tell stories, but now must also listen and react to others’.

We must be presenters, guests and hosts.

Social relationships are real-time.

Social Value is measured by engagement.

McCANN POV

Who will you trust to tell it?

IN SHORT, THE STORY OF YOUR BRAND WILL BE TOLD

?

As stewards of the brand, McCann has always unearthed consumer insight, identified core brand truths,

and created brand experiences that spark emotion worth sharing.

This is the connective tissue of brands and people. Its honest and mutually beneficial.

WE ARE STORY TELLERS

STORYTELLING

ENGAGEMENT

INSIGHTS

Brand Narrative

Story Arch

Experience Development

Connecting

Sharing

Discovery

BRING BACK STORYTELING

ACTION REQUIRED:

On March 1st, Facebook announces brand timeline.

Facebook will be offering a unique opportunity to design and develop the story of your brand in a sandbox environment for 30-60 days.

McCann Social Central launches new Facebook Services

Community management Content/story amplification Insights & performance management

STORYTELLING

BRAND TIMELINE MANAGEMENT

Open-graph gestures/apps Campaign support & activation

ENGAGEMENT

Brand narrative development Timeline design & experience Content strategy & development Content creation

GETTING STARTED: McCANN STRATEGIC FACEBOOK SERVICES

STEP 1

STEP 2

STEP 3

People are at the center of your social strategy.

Page, content, and community management become a united responsibility.

Brands behave like people.

Branded content is consumed through friends and through the feed.

Branded experience do not feel like advertising.

Engaging in stream content replaces social ads.

SUCCESS IN THE NEW PARADIGM

AGENCY NAME

ADDRESS

KEY CONTACT

McCann

622 3rd Ave New York, NY

KANDACE HUDSPETH Executive Strategy Partner

Office 646.865.2057 Mobile 347.334.4621 [email protected]

AGENCY CONTACT INFORMATION