Vinod Nambiar - Facebook Developer Garage Bangalore

A Marketers’ PerspectiveCases from Position2
Vinod Nambiar
Director Global Delivery, Position2, Inc.
08/28

Agenda

What’s the buzz about?

Then.
Need
Search
Consider
Buy

Then, and now!
Need
Search
Consider
Buy

Changing times…
Companies control the message
Work the media
Release press articles
Pay analysts to write favorable article
Each person can create a movement
Write blogs, Twitter, release videos, share experiences via social networks
Use subtle influencers like Facebook and MySpace to signal friends on what they are interested in.
By sharing content, people can create massive virtual organizations.

You cannot afford to ignore it!
Decision making process - sources of information*
* Source: NA & European B2B Online Social Technographic Survey, Q4 2008, Forrester Research Inc.

Top 10 Issues the Boomers voice out on the Net Generation
They are dumber than we were at their age.
They are screenagers, addicted to the Net, losing their social skills, and they have no time for sports or healthy activities.
They have no shame.
Because their parents have coddled them, they are adrift in the world and afraid to choose a path.
They steal.
They are bullying friends online.
They are violent.
They have no work ethic and will be bad employees.
This is the latest narcissistic “me” generation.
They don’t give a damn.

Net Geners “eight norms”
“Freedom”
“Customization”
“Scrutiny”
“Integrity”

Net Geners “eight norms”
“Collaboration”
“Entertainment”
“Speed”
“Innovation”

The media power mix

How they stack up
Source : Compete

Spoilt for choice!

Truly integrated wins!

Facebook stories

How do I use Facebook for marketing?
Groups
Converse

Improve your customer relations
Don’t try to control the conversation
Listen & respond to them
Aggregate all the conversations & learn

Case Study – Facebook Group
Client: Coverity.com

Created a group to connect with software developers and testers.
Group has more than 400 members & we participated in various discussions.

Groups
Pages
Converse
Communicate

Improve your customer relations.
Don’t try to control the conversation.
Listen & respond to them.
Aggregate all the conversations
Increase your brand awareness.
Send updates on new products.
Turn fans into brand ambassadors.
Run contests, loyalty programs etc.

Case Study – Facebook Page
Client : Effinfunny.com

A fan page was created to communicate news on the latest events and contests.
35% of event registrations are attributed to fan page activity.

Groups
Pages
Applications
Converse
Communicate
Engage

Improve your customer relations.
Don’t try to control the conversation.
Listen & respond to them.
Aggregate all the conversations
Increase your brand awareness.
Send updates on new products.
Turn fan into brand ambassadors .
Run contests, loyalty programs etc.
Increase your social media index
Create virtual personal experiences
Increase your engagement score
Give bonus points, virtual gifts etc

Challenge, anyone?

Facebook app challenge!
US, B2C, Financial services, debt consolidation
US, B2C, bill-pay + password reminder toolbar
At stake is,
$250: For all ideas that are presented to client
Option to pitch in for application development

Surround & Intent Marketing

Thank You
vinod@position2.com