How Lacta got to have the biggest Facebook brand page in Greece

The sweetest page on FacebookA love story between a brand and its fans.

Panos Sambrakos, Executive Creative Director, OgilvyOne Athens

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How Lacta got to have the “biggest” Facebook brand page in Greece.

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Making it big on FacebookA three step process

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Making it big on Facebook

1. Build a community around your brand.2. Understand the interests & needs that

brought people around it.3. Feed those interests & needs with

content & discussions.

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Scene 1: Your brand enters Social Media…

Announce yourself politely.

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2: Some people will gather around the brand.

First, listen to what they say about you.

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3: Then say something profound!

And people might react and call others to join!

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How Lacta made it big(We were lucky!)

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We started with a great product!

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We found a community. Didn’t start a new one.

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And then we listened…

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Our findings inspired our TV campaign!

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We then listened some more…

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And made a Facebook app based on our insights.

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A wave of new and active users.

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And then what?

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We kept listening and “feeding” those needs.

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And helped people express their love in surprising and very moving ways.

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We even invited fans on a 3-day event!

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Keeping our engagement levels high!

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And our sales numbers even higher!

• -7,8% declining market• +0,6% volume share increase for Lacta• +8% Lacta sales increase

January – February 2011, Nielsen Scanners 26/02/11

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So what’s next?

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Social Media is not a campaign!

But the continuous presence of a friend among friends.

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In 2010, the smartest brands realised that the model is not 360, it's 365.Those brands see themselves as networks which can connect like-minded people around shared interests and causes.

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Thank you!panos.sambrakos@ogilvy.com - @panos