fMC: Facebook’s First Marketing Conference – Recap and Announcements

Our CMO Hope Frank is at Facebook’s first marketing conference, fMC , in NYC today - here is a recap of the presentations so far:

Keynotes

Sheryl Sandberg, Chief Operating Officer, Facebook

“People worry that technology will disconnect us, but studies show that technology strengthens us.”
This connection is also reshaping relationships with customers.
“Talking at customers” will no longer work. Customers want to be part of conversation.

Chris Cox, VP of Product, Facebook

First version of news feed.
Ads are most interesting, far reaching content in Forbes magazine (from 1941). Super beautiful media, supporting rich discussions. Fashion photos of Burberry, witty conversations by Coke, etc.
Ads will become the most attractive part of the platform.
Interaction of anyone on Facebook with a Brand is just as awesome and rich as with their friends and family.

Mike Hoefflinger, Director of Global Business Marketing, Facebook

Going back to Stories. Evolving from Ads to Stories.
Ads come from anyone at any time. Stories come from people and things you’re connected to.
Lots of Ads add up to noise, but lots of Stories are the basis of our relationships.

New for Pages

Mission control for your business on Facebook, the place for your identity and launch pad for your Stories.
Later this year, available on smart phone.
American Express using the new Page (timeline).

Walmart. Includes their Apps from their Page.
Redbull. Using new pin-post feature.
KIA. Using new timeline feature to turn page into virtual showroom.
Macy’s. People can message you directly on your page to give personal, one-on-one reply.
New Story type called Offers. Get promotions in front of most important customers. One click.
Offers are not available self-serve to start, but they’ll be available though in the future as self-serve
Will Smith’s production company. Sharing videos.
Two things to remember:

Everything you do on Facebook starts with your Page. Express your identify and tell your stories.

News feed may reach 16% of your fans. We can build a product to reach more of your fans.

Make sure your fans see your Stories. Reach 75% of your fans on a monthly basis. Double engagement.
Beta clients:

Ben & Jerry’s: Stories are featured on Facebook home page. Reach 98% of fans.
Dr. Pepper. Reached 83% of fan on monthly basis. Able to increase PTAT by 140%.
Butterfinger. Reach 90% of fans. Doubled PTAT. Picked up another 6 pts of brand favorability in a couple months of use.

Understand what content is engaging.
Use Reach Generator to increase distribution. Benefit from increased engagement.

Most impactful way to distribute content on Facebook
Pages to be mission control.
Begin to increase distribution. Right hand side of Facebook home page. 3x ROI.
Eligible for distribution in the News Feed. Desktop and Mobile.
Fourth optional placement: In the Logout experience as users log out. (Available in April)
You concentrate on story/content. Facebook concentrates on reach and distribution.