David Fischer, VP of Advertising and Global Operations, Facebook, was the opening keynote on Day 2 of ad:tech New Delhi 2011. David opened his keynote with a note on the wonderful turn out at ad:tech New Delhi and that it is a testament to the growth of the Indian advertising industry. Facebook itself is growing progressively with its offices all over the world and in India, he introduced the local Facebook team headed by Kirthiga Reddy, Director of Online Operations and Head of Office who is also a part of the ad:tech New Delhi advisory board. He also unveiled that Facebook has passed the 25 million active users mark in India along and with the feedback they had received from users, the facility for online credits in INR would be made available soon.
David briefly spoke about the evolution of internet and how it was mainly used to gather information and answer the “what?” questions - only in the recent years has this focus moved from “what?” to “who?”, from a stage of anonymity to a stage where a person’s online profile is a genuine refection of the person and his/her interest, likes, communities etc. He gave an example of a woman donating her kidney to an absolute stranger who she had heard of via a friend on Facebook. He also gave an example of companies like Times of India and Circinfo who have integrated Facebook and added the comments sections and likes to their stories and connect these stories to the users and their opinions.
David then went on to explain that while there are 15 million friend connections in a day, there are 50 million people LIKING the brand/product/page connections and Facebook page visits of brands are way more than the page views of their respective websites making this an opportunity for brands to leverage and drive communication on this platform. He gave an example of the American Express Open SME card - SME Saturday campaign, wherein the use of small/local businesses was to promote during the holiday season and all the advertisements (print , TV etc) lead the customers to the Amex Open page and a community of 1.2 million users was created which also translated to a 27% jump in business. Apart from this, David also spoke about the targeting options available on Facebook right from age to the likes and dislikes of various users across countries .He also gave an example of the Tata Indicom page and said it’s not just the number of likes but what has been done with those likes. For instance, when a person who has 130 friends on an average on Facebook sees his/her friends liking a brand or page on Facebook are 68% more likely to remember the ad, 2X more likely to recall the message and 4X increase in the purchase intent. He explained this viral nature with the examples of Nike- Write the future campaign , Pepsi – World cup campaign , Travel another India facebook page and the Save our Tiger imitative by Aircel.
He concluded his presentation by saying that social marketing is critical for the future and not just an opportunity that businesses “can” participate in but one where he really believes in terms of where marketing is headed, businesses “must” participate in this.
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