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  • 1. <Insert Creative Commons Logo> Social Media – an Expense or an Investment? Andrey Shirben @ashirbenSocial Enterprise ConferenceWednesday 23 May 2012
  • 2. Today We’ll Review Doing it for the right reasons Social media strategy Investment that pays off exponentially Some examplesSocial Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 2 of 16
  • 3. First, Let’s Talk About The Crazy Pace • I was asked to present @CeBIT back in Dec-11 • The amount of things I’ve learned since then is probably double from what I previously knew… • In most of the traditional fields, this pretty much means I don’t have a clue what I’m talking about ☺ • This also means that you can become a Social Media expert by Christmas if you’ll start now!Social Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 3 of 16
  • 4. Well Maybe Not by Christmas ;)Social Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 4 of 16
  • 5. Doing It For The “Right” Reasons • I’ve heard Facebook is cool • All my competitors are there • The guys in USEurope are there • There are 900M users thereSocial Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 5 of 16
  • 6. Doing It For The Right Reasons • Selling to consumers (product fit) • Engaging with my customers • Listening to the wisdom of the crowds • Getting new customers • There are 900M users thereSocial Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 6 of 16
  • 7. Social Media Strategy • Where do you want to be in 10 years? • Where do you want to be in one year? • Where do you want to be in one month? • Why without a clear plan and Social strategy you’re not likely to achieve much • Social Media is not a stand aloneSocial Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 7 of 16
  • 8. Gimme “Likes” • Don’t overestimate “likes”, these can be easily bought… • You want to gain relevant “likes” either from your existing or potential customers • Give users a good reason to like you! • Providing relevant and interesting content helps creating a healthy engagement with your fans • Make them feel good about their purchaseSocial Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 8 of 16
  • 9. 10 Quick Tips for Your fb Page 1. Post 2-3 times a day (and yes your users are on fb during the weekend) 2. Encourage fans to comment & spread the word/share 3. Reply swiftly to user comments 4. Use pictures/videos when posting 5. Get interactive - ask questions / use polls / play games 6. Utilise all of the page components (pics, apps, info) 7. Use fb promotional tools (campaigns, sponsored stories etc.) 8. Monitor your competitors 9. Learn from other good pages 10. Keep yourself updated & educated (read relevant blogs, books etc.) 11. Hire an expert? ☺Social Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 9 of 16
  • 10. Get CREATIVE!!!Social Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 10 of 16
  • 11. No Overnight Success Formulas • It’s all down to lots of planning, hard work, readjusting, more hard work and then it’s still down to 99% luck… • Rovio prior to “Angry Birds” – 6 years, 51 games, at the verge of bankruptcy • OMGPOP prior to “Draw Something” – 6 years, $16.6M of funding, 35 gamesfailures and $1,700 in the bank • So next time you hear someone saying “we’ll go viral in no time” – keep this in mindSocial Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 11 of 16
  • 12. Budget Planning • Typically – most of the • However if you want budget goes towards to succeed in today’s product development, overwhelming world, leaving ~10-15% for the ratio of your marketing productdevelopment costs to the marketing investment should me more closer to 1:10…Social Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 12 of 16
  • 13. Exponential Investment Pay-out • This can’t be true, certainly not with the budget ratio mentioned before • But actually, how do we define a pay-out? • Do you know your user lifetime value ARPU? • It might be a good idea to have proper trackinganalytics in placeSocial Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 13 of 16
  • 14. Interesting Examples • Dollar Shave Club - 4,555,005 views (and 4,218 comments) for their commercial on YouTube (as of 12.5.12) • Zappos – actually a pretty good example for everything, also for extending their excellent service to Social Media channels • GM - great example for getting it all wrong ...Social Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 14 of 16
  • 15. Where facebook Can Evolve To? • The trivial step – getting the search box to work… Users spend most of their day on facebook anyway, so it’ll be a natural move to enable them finding stuff as well • The non-trivial step – introducing facebook ads partner program (a.k.a. “FaceSense”), leveraging millions of Open Graph plug-ins (Like, Recommend, Share, Connect, Comment)Social Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 15 of 16
  • 16. Thank You! Questions Anyone? @ashirbenSocial Enterprise Conference @ CeBIT Australia 2012 <Andrey Shirben> 16 of 16