DMX Dublin - social-media-marketing

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Is social media marketing about recruiting (facebook) fans to become customers and recruiting customers to become fans... it all depends which moment of truth your digital marketing strategy needs to focus on....

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DMX Dublin - social-media-marketing

  1. 1. Leveraging social media to recruit consumers atLike+1 level.Laurent Muzellec, Programme Director, MSc in Digital Marketing
  2. 2. Why is your company tryingto recruit fans?What are the ultimateobjectives of your socialmedia strategy?
  3. 3. Forget stupidmetrics… question is:can my fans help meto increase marketshare or increase myshare of wallet?
  4. 4. Social Media Marketing: recruiting fans tobecome customers ?
  5. 5. Moment of truth in the digital contextStimulus Search for Shelf Experience Information •Need •Zero •First •Second Moment of Moment of Moment of Truth Truth Truth • Third Moment of Truth ?
  6. 6. Who do you trust?
  7. 7. Social Media Marketing: recruiting your bestcustomers to become your fans (…to recruitstrangers) !
  8. 8. Some Theory to inform Practice: Network effect of recommendations
  9. 9. 92% of Facebook users are connected by only four degrees of separation (5 hops)
  10. 10. Number of friends on Facebook…Source: http://www.facebook.com/note.php?note_id=10150388519243859
  11. 11. Few people are looking at your brand fanpage….Ratio of Impressions of Fans and Friends of Fans to Page viewson Brand Fan Pages
  12. 12. Cumulative Reach as a Function of PostFrequency
  13. 13. Key Implications
  14. 14. 1. Leverage on Market Reach
  15. 15. 16
  16. 16. An easy (wrong?) option: Promoted poststhat target friends of fans…
  17. 17. A more compelling reason: Givecustomers relevant content to share…. 18
  18. 18. 2. Engage with (loyal) customers 19
  19. 19. 3. Beware of consequences whenthings go wrong 20
  20. 20. Stimulus Search for Shelf Experience Information •Need •Zero •First •Second Moment of Moment of Moment of Truth Truth Truth • Third Moment of Truth ?
  21. 21. Keep in Touch

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