Next up was Trevor Johnson, Head of Strategy and Planning at Facebook Europe. His talk was entitled, “Social Changes Everything”. He discussed how a burglar stopped to update his Facebook status during a robbery! He was subsequently caught. “Social” is indeed everywhere and Facebook is a big touch point for so many of us.
Facebook is used by more than 400 million active users. Users spend on average 16 minutes on the homepage, and spend 28 minutes updating their profile during the day. Facebook has now also overtaken Google as the Web’s number one web property. Here are some others stats that Trevor shared:
· #1 property on the internet (time spent)
· 5 billion+ pieces of content uploaded every week
· 6 billion+ minutes spent online every day
· 2 million+ photos per second
· 250+ platform apps with over 1m active users
· 800,000+ websites use Facebook Connect
· 2 billion+ chat messages
· 60 million+ status updates each day
At the heart of Facebook is “Identity”. “Social” is built on 3 pillars (Identity, Sharing and the Facebook Platform). Identity is core, with real people sharing and connecting with their social graphs. Facebook is particularly focussed on the growing importance of identity & authenticity. And, opportunities that are driven by [Facebook] platform and technology. [Jas Note] Interesting, if Facebook wants to become the Identity on the web what comes next, the wallet?
Social gaming has growing significantly, games such as Farmville now have over 80 million users. Companies such as Evian, even have branded “virtual goods” now. Of note, the virtual economy is anticipated to be worth 10 billion this year, Trevor said.
Finally, Trevor showed a great example on how MySpace is using Facebook Connect to connect fans with music artists, using a viral video campaign called “Fan Video”. Take a look at the one I created here. Viral videos are now becoming personalised!
Key Summary Points (Simple steps for Marketers)
1. Make it social, leverage the platform and social graph
2. Keep it simple, get started and iterate
3. Don’t think in campaigns and silos, develop a conversational calendar
4. Think differently – harness new opportunities and experiment
