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LevelUp Your
Facebook
Strategy
With us today…




       Jeremiah Owyang            Katy Keim
  Partner and Principal Analyst     CMO
        Altimeter Group            Lithium
           @jowyang               @katykeim




                                              #LithCast   2
Business hasn‟t changed, but the
customer has…..




22 hrs/week online    Ave. Facebook        74% expect a         A mere 17% of
    5+ hrs/week      user: 130 friends.   response from        consumers trust
  in social media    Ave. Twitter user:     a company        corporate or product
                       300 followers      online in 1 hour        advertising




                                                                  #LithCast         3
Lithium Builds Brand Nations
Vibrant online communities full of passionate,
engaged social customers.




                                                 #LithCast   4
Customer example: Sephora




                            #LithCast   5
why Lithium?




   Deep                          Rich                         Social
Engagement                     Analytics                     Success
   Identify and cultivate   Optimize social investments      Drive real ROI –
superfans in Facebook and     with performance data,      measured in $ millions by
   across your website      benchmarking, social media     many of our customers
                               monitoring, and more


                                                                     #LithCast        6
7




 Facebook Page Marketing
 The 8 Success Criteria




Jeremiah Owyang
Partner, Altimeter Group
Agenda

       •     Connecting to Customers
       •     Research Methodology
       •     The 8 Criteria
       •     What we found
       •     Recommendations



                                       #LithCast
© 2010 Altimeter Group
9



         More people visit Facebook than Yahoo!




                                   Source: Compete.com (January 2010)

© 2010 Altimeter Group
Facebook Tops 750 Million
                        Active Users




                                         #LithCast
© 2010 Altimeter Group
11



                         Research: Ecosystem
                             Contributors
       •     Vendors and Agencies

             360i, AKQA, Awareness, The Community Roundtable, Context Optional, Digital
             Evolution Group, Edelman Digital, Facebook, Gigya, Horn Group, Inside Facebook,
             Janrain, KickApps, Lithium, LiveWorld, Ogilvy‟s 360° Digital Influence, Razorfish,
             RockYou, SHIFT Communications, Spredfast, StepChange Group, a Powered
             Company, Vitrue and Wildfire Interactive.

       •     Individual Contributors

             David Armano, David Berkowitz, Bert DuMars, Charlene Li, Dave McClure, Annie
             Noll, Shiv Singh, Adam Smith, Justin Smith, Jason Sullivan, and Anita Wong.




                                                                                     #LithCast
© 2010 Altimeter Group
12



       Research Methodology
       Altimeter Group
       conducted research and
       gleaned input from 34
       contributors to determine
       eight success criteria
       and develop a roadmap
       for Facebook page best
       practices.

                    Report available online: http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing
                                                                                        Appendix contains supplemental slides from report

© 2010 Altimeter Group
13




        Altimeter Group‟s “The 8 Success Criteria for
         Facebook Page Marketing” was shared on the
         official Facebook PR page and has been viewed
         over 47,000 times:




                                               #LithCast
© 2010 Altimeter Group
14



         Research Contributors (Partial)
                360i                          KickApps
                AKQA                          Lithium
                Awareness                     LiveWorld
                The Community Roundtable      Ogilvy‟s 360° Digital Influence,
                Context Optional              Razorfish
                Digital Evolution Group       RockYou
                Edelman Digital               SHIFT Communications
                Facebook                      Spredfast
                Gigya                         StepChange Group, a Powered
                                                Company
                Horn Group
                                               Vitrue
                Inside Facebook
                                               Wildfire Interactive
                Janrain
                                                                       #LithCast
© 2010 Altimeter Group
15


       Eight success criteria: 1-4
                          Criteria                                  Description
       1.           Set Community Expectations Clearly articulate 1) what the customer should
                                               expect from the company (e.g. what the company
                                               will post about) and 2) what the company expects
                                               from the customer (e.g. what's appropriate, what's
                                               not, and what can be enforced).

       2.           Provide Cohesive Branding   Match the overall brand experience of the
                                                company, so it is is familiar to followers and
                                                differentiates the page.

       3.           Be Up To Date               Update content, at the minimum, within the last 2
                                                weeks so that new users see that the company is
                                                present.

       4.           Live Authenticity           Personalize interactions by giving a "human" touch
                                                to your Facebook page.



                                                                                        #LithCast
© 2010 Altimeter Group
16


       Eight success criteria: 5-8
                           Criteria                               Description
       5.           Participation in Dialog    Engage with followers in a two-way dialog,
                                               reflecting customer behaviors in this medium and
                                               enabling word of mouth through news feed
                                               updates.

       6            Enable Peer-to-Peer        Encourage peer to peer communications between
                    Interactions               followers who are "following" the company, so that
                                               the company can scale.

       7.           Foster Advocacy            Encourage followers to share content with others
                                               that are not already "following" the company.



       8            Solicit a Call-to-action   Have a clear and immediate call to action which
                                               invites the customer to "take the next step."




                                                                                     #LithCast
© 2010 Altimeter Group
1) Set Community Expectations


       • Clearly Articulate Expectations to Reduce
         Confusion and Abuse.
       • Second, brands must explain what they
         expect from fans: Community Guidelines,
         Terms of Use, or a Moderation Policy.


                                             #LithCast
© 2010 Altimeter Group
Chevron sets expectations with
                          policy




                                          #LithCast
© 2010 Altimeter Group
19


       Best Practices: Set Community Expectations




                                           #LithCast
© 2010 Altimeter Group
2) Provide Cohesive Branding


       • Create a Holistic Experience that Matches
         the Brand.
       • Complete profile information, and upload
         branded logos, maximizing the real estate
         that Facebook pages allow in profile
         pictures.
       • Extend to tabbed experiences
                                            #LithCast
© 2010 Altimeter Group
Four Seasons extend brand to
              Facebook experiences and tabs




                                        #LithCast
© 2010 Altimeter Group
22


       Best Practices: Cohesive Branding




                                The SAP logo, a completed
                                profile page, and multiple tabs
                                with consistent branding
                                provide a familiar brand
                                experience for new visitors.


© 2010 Altimeter Group
3) Be up to date
       • Keep Interaction High with Fresh, Timely Content.
       • Create a a content calendar. This “ensure[s] you
         have the right mix of conversational and
         promotional posts, and you are keeping the
         content fresh for your fans.”
       • Post content following the 80/20 rule: 80% of
         content should be informational, educational, or
         have entertainment value. Only 20% of content
         should be specifically about the brand‟s product or
         services. (Vitrue)
                                                     #LithCast
       •
© 2010 Altimeter Group
24



                   Conduct Analysis on What
                            Works




                Data from Buddy Media: http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html



© 2010 Altimeter Group
4) Live Authenticity


       • Build Trust by Personalizing Interactions
         with a “Human Touch.
       • Posts should be written in first person,
         using a conversational tone.
       • Show human profile pictures, images, and
         real names

                                                #LithCast
© 2010 Altimeter Group
26



         Best Practices: Dialog & Live Authenticity

       This post from Axe is
       conversational – an                                                        All posts, including this one,
       interesting topic is chosen,                                               are signed with the name of
       and a question is asked.                                                    the community manager.




         The community manager
         engages in conversation – in
         this case, Jennie Averbook.*



                         *Note: If engagement is done this way, the community manager must be clearly disclosed as such.

© 2010 Altimeter Group
5) Participate in Dialog

       • Connect with Customers by Fostering
         Two-Way Dialog
       • To foster two-way dialog, interact heavily
         with fans in existing discussions and
         create your own.
       • Remember, each time a fan comments on
         a brand‟s Facebook page, that interaction
         is be shared with an average of 130
         friends.                              #LithCast
© 2010 Altimeter Group
28


       Best Practices: Participate in Dialog




         SAP responds regularly to fan
         comments, photos, and in discussion
         boards – in meaningful ways beyond
         simple fan recognition.



© 2010 Altimeter Group
6) Enable Peer-To-Peer
                               Interactions
       • Harnessing the crowd‟s energy helps reduce
         costs and improves the experience for fans.
       • Seek third party discussion apps, with a
         moderator and recognition features, leverages
         the crowd to support itself.
       • Providing positive peer-to-peer experience
         requires a community policy, as well as trained
         community managers who are ready to monitor
         in real time.
                                                  #LithCast
© 2010 Altimeter Group
Pampers fosters conversations with
                     Q&A




                                    #LithCast
© 2010 Altimeter Group
7) Foster Advocacy
       • Prospects trust customers more than they trust brands, so
         promoting advocacy is an essential strategy.
       • Because customer to prospect recommendations often
         occurs organically, it‟s also a lower cost channel.
       • Start by simply asking existing fans to suggest the page to
         others or “like” a wall post, “voting on something, „sounding
         off‟ on something, sharing videos or photos,
       • Advocacy is the most difficult of all marketing objectives
         because brands don‟t have direct control over fans. It‟s a
         dual edged sword as negative messages can quickly
         spread.

                                                             #LithCast
© 2010 Altimeter Group
Kohl‟s asks customers to share their
                savings “Raise your receipt” contest




                                                 #LithCast
© 2010 Altimeter Group
33


       Best Practices: Advocacy

       Honda and Hallmark provide
       an easy, relevant way to
       share experiences and
       connect with others.




© 2010 Altimeter Group
8) Solicit a Call to Action
       • Bring it Back to Business and Provide a Succinct
         Next Step.
       • Start with simple, yet immediate call to actions on
         your landing page and wall page, sign up for deals,
         exclusives or to learn more.
       • Integrate existing e-commerce experiences that are
         in line with the community.
       • Remember, this is an opt-in channel, they‟ve
         demonstrated interest in your brand, just ensure the
         focus is on them –not just pushing products.
                                                      #LithCast
© 2010 Altimeter Group
35


       Best Practices: Call-to-action

                                   Hallmark provides simple (sign-
                                   ups) and more advanced (shop)
                                   calls-to-action. Commerce
                                   application by Alvenda




© 2010 Altimeter Group
Target inserts ecommerce photo
             printing right into the experience.




                                            #LithCast
© 2010 Altimeter Group
37



                         Scoring by Criteria
       1: Set Community              5: Participate in Dialog
          Expectations                   Average Score: 3.10
           Average Score: 2.08       6: Enable Peer-to-Peer
       2: Provide Cohesive              Interactions
          Branding                       Average Score: 2.03
           Average score: 3.90       7: Foster Advocacy
       3: Be Up To Date                  Average Score: 2.27
           Average Score: 5.00       8: Solicit a Call to Action
       4: Live Authenticity              Average Score: 2.45
           Average Score: 2.87

                                                          #LithCast
© 2010 Altimeter Group
38




                         #LithCast
© 2010 Altimeter Group
39

                  Retail and CPG scores Adolescence, Luxury
                                  Immature




© 2010 Altimeter Group
Summary
       •     Put aside your read-only playbook and tap into two-way social
             marketing. Simple starts Facebook Events to promote physical
             meetings also results in word of mouth and community interaction
       •     Bolster your Facebook pages with applications from third parties.
             Instead, add features from third party applications that enhance
             interactions, discussions, or utility. (see report)
       •     Connect the Facebook experience with existing efforts, like your
             corporate website. Skip „linking away‟ and start „aggregating‟ FB
             discussions
       •     Measure and analyze based on business goals – not by fans or
             “likes.” Brands must measure based on business goals use real KPI
             formulas by referencing Altimeter Group‟s research on Social Marketing
             Analytics.
       •     Reduce Risk: Use this scorecard as your long-term roadmap. Use
             these Eight Success Criteria as a roadmap for your own Facebook
             page efforts
                                                                         #LithCast
© 2010 Altimeter Group
41




               THANK YOU
                                      Jeremiah Owyang
                                      jeremiah@altimetergroup.com
                                      web-strategist.com/blog
                                      Twitter: jowyang



                 With assistance from Christine Tran, Researcher




                                                                    #LithCast
© 2010 Altimeter Group
42




About Us
Altimeter Group is a Silicon Valley-based strategy research and
consulting firm that provides companies with a pragmatic
approach to disruptive technologies. We have four areas of
focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.


Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.


                                                           #LithCast
Social media marketing challenges




    Fickle               Low                  Limited          No Reputation
    Fans              Engagement            Measurement        or Superfans
Growth slowing            Fleeting           Limited success       No influencer
                        conversations            metrics           identification
High attrition rate
   Likes only          Content decay         No performance    No user differentiation
                      Limited interaction        metrics
                            styles




                                                                  #LithCast              43
your Facebook strategy

 Increase       ● Use apps to generate compelling content
Engagement      ● Drive repeat visits




                ● Use gaming mechanics to create superfans
Build Loyalty   ● Recognize top contributors to reward behavior
                ● Curate content to increase relevancy



                ●   Increase superfans and influencers
  Measure       ●   Generate valuable ideas and answered questions
  Success       ●   Improve SEO and call deflection
                ●   Improve activity levels, sentiment, and buzz


                                                     #LithCast       44
your Facebook strategy

    Fast and Easy       Deep Engagement     Comprehensive
Facebook App Creation         Tools           Analytics




                                 Contests




                                  Ideas




                                  Q&A


                                                #LithCast   45
Facebook ACTivity score
                  FACTs is a measure of
                  brand‟s investment and its
                  level of engagement with
                  their customers on
                  Facebook:
                  •   fan pages
                  •   company posts
                  •   custom apps on fan pages
                  •   engagement on apps
                  •   fans collected
                  •   fan posts
                  •   likes on wall posts
                                     #LithCast   46
Q&A




       Jeremiah Owyang            Katy Keim
  Partner and Principal Analyst     CMO
        Altimeter Group            Lithium
           @jowyang               @katykeim




                                              #LithCast   47
Sept 14 – Oct 19
Likes aren’t                           
                                       
                                           Silicon Valley
                                           Orange County
enough.                                
                                       
                                           Washington DC
                                           Amsterdam
Join us for the Lithium Likes to Loves    Chicago
World Tour in your favorite city and      London
find out how to turn your social          Dallas
customers into a brand nation.            Sydney
                                          Munich
Register now!
http://www.lithium.com/conference/likestoloves/


                                                              #LithCast   48

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LevelUp Your Facebook Strategy

  • 2. With us today… Jeremiah Owyang Katy Keim Partner and Principal Analyst CMO Altimeter Group Lithium @jowyang @katykeim #LithCast 2
  • 3. Business hasn‟t changed, but the customer has….. 22 hrs/week online Ave. Facebook 74% expect a A mere 17% of 5+ hrs/week user: 130 friends. response from consumers trust in social media Ave. Twitter user: a company corporate or product 300 followers online in 1 hour advertising #LithCast 3
  • 4. Lithium Builds Brand Nations Vibrant online communities full of passionate, engaged social customers. #LithCast 4
  • 6. why Lithium? Deep Rich Social Engagement Analytics Success Identify and cultivate Optimize social investments Drive real ROI – superfans in Facebook and with performance data, measured in $ millions by across your website benchmarking, social media many of our customers monitoring, and more #LithCast 6
  • 7. 7 Facebook Page Marketing The 8 Success Criteria Jeremiah Owyang Partner, Altimeter Group
  • 8. Agenda • Connecting to Customers • Research Methodology • The 8 Criteria • What we found • Recommendations #LithCast © 2010 Altimeter Group
  • 9. 9 More people visit Facebook than Yahoo! Source: Compete.com (January 2010) © 2010 Altimeter Group
  • 10. Facebook Tops 750 Million Active Users #LithCast © 2010 Altimeter Group
  • 11. 11 Research: Ecosystem Contributors • Vendors and Agencies 360i, AKQA, Awareness, The Community Roundtable, Context Optional, Digital Evolution Group, Edelman Digital, Facebook, Gigya, Horn Group, Inside Facebook, Janrain, KickApps, Lithium, LiveWorld, Ogilvy‟s 360° Digital Influence, Razorfish, RockYou, SHIFT Communications, Spredfast, StepChange Group, a Powered Company, Vitrue and Wildfire Interactive. • Individual Contributors David Armano, David Berkowitz, Bert DuMars, Charlene Li, Dave McClure, Annie Noll, Shiv Singh, Adam Smith, Justin Smith, Jason Sullivan, and Anita Wong. #LithCast © 2010 Altimeter Group
  • 12. 12 Research Methodology Altimeter Group conducted research and gleaned input from 34 contributors to determine eight success criteria and develop a roadmap for Facebook page best practices. Report available online: http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing Appendix contains supplemental slides from report © 2010 Altimeter Group
  • 13. 13  Altimeter Group‟s “The 8 Success Criteria for Facebook Page Marketing” was shared on the official Facebook PR page and has been viewed over 47,000 times: #LithCast © 2010 Altimeter Group
  • 14. 14 Research Contributors (Partial)  360i  KickApps  AKQA  Lithium  Awareness  LiveWorld  The Community Roundtable  Ogilvy‟s 360° Digital Influence,  Context Optional  Razorfish  Digital Evolution Group  RockYou  Edelman Digital  SHIFT Communications  Facebook  Spredfast  Gigya  StepChange Group, a Powered Company  Horn Group  Vitrue  Inside Facebook  Wildfire Interactive  Janrain #LithCast © 2010 Altimeter Group
  • 15. 15 Eight success criteria: 1-4 Criteria Description 1. Set Community Expectations Clearly articulate 1) what the customer should expect from the company (e.g. what the company will post about) and 2) what the company expects from the customer (e.g. what's appropriate, what's not, and what can be enforced). 2. Provide Cohesive Branding Match the overall brand experience of the company, so it is is familiar to followers and differentiates the page. 3. Be Up To Date Update content, at the minimum, within the last 2 weeks so that new users see that the company is present. 4. Live Authenticity Personalize interactions by giving a "human" touch to your Facebook page. #LithCast © 2010 Altimeter Group
  • 16. 16 Eight success criteria: 5-8 Criteria Description 5. Participation in Dialog Engage with followers in a two-way dialog, reflecting customer behaviors in this medium and enabling word of mouth through news feed updates. 6 Enable Peer-to-Peer Encourage peer to peer communications between Interactions followers who are "following" the company, so that the company can scale. 7. Foster Advocacy Encourage followers to share content with others that are not already "following" the company. 8 Solicit a Call-to-action Have a clear and immediate call to action which invites the customer to "take the next step." #LithCast © 2010 Altimeter Group
  • 17. 1) Set Community Expectations • Clearly Articulate Expectations to Reduce Confusion and Abuse. • Second, brands must explain what they expect from fans: Community Guidelines, Terms of Use, or a Moderation Policy. #LithCast © 2010 Altimeter Group
  • 18. Chevron sets expectations with policy #LithCast © 2010 Altimeter Group
  • 19. 19 Best Practices: Set Community Expectations #LithCast © 2010 Altimeter Group
  • 20. 2) Provide Cohesive Branding • Create a Holistic Experience that Matches the Brand. • Complete profile information, and upload branded logos, maximizing the real estate that Facebook pages allow in profile pictures. • Extend to tabbed experiences #LithCast © 2010 Altimeter Group
  • 21. Four Seasons extend brand to Facebook experiences and tabs #LithCast © 2010 Altimeter Group
  • 22. 22 Best Practices: Cohesive Branding The SAP logo, a completed profile page, and multiple tabs with consistent branding provide a familiar brand experience for new visitors. © 2010 Altimeter Group
  • 23. 3) Be up to date • Keep Interaction High with Fresh, Timely Content. • Create a a content calendar. This “ensure[s] you have the right mix of conversational and promotional posts, and you are keeping the content fresh for your fans.” • Post content following the 80/20 rule: 80% of content should be informational, educational, or have entertainment value. Only 20% of content should be specifically about the brand‟s product or services. (Vitrue) #LithCast • © 2010 Altimeter Group
  • 24. 24 Conduct Analysis on What Works Data from Buddy Media: http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html © 2010 Altimeter Group
  • 25. 4) Live Authenticity • Build Trust by Personalizing Interactions with a “Human Touch. • Posts should be written in first person, using a conversational tone. • Show human profile pictures, images, and real names #LithCast © 2010 Altimeter Group
  • 26. 26 Best Practices: Dialog & Live Authenticity This post from Axe is conversational – an All posts, including this one, interesting topic is chosen, are signed with the name of and a question is asked. the community manager. The community manager engages in conversation – in this case, Jennie Averbook.* *Note: If engagement is done this way, the community manager must be clearly disclosed as such. © 2010 Altimeter Group
  • 27. 5) Participate in Dialog • Connect with Customers by Fostering Two-Way Dialog • To foster two-way dialog, interact heavily with fans in existing discussions and create your own. • Remember, each time a fan comments on a brand‟s Facebook page, that interaction is be shared with an average of 130 friends. #LithCast © 2010 Altimeter Group
  • 28. 28 Best Practices: Participate in Dialog SAP responds regularly to fan comments, photos, and in discussion boards – in meaningful ways beyond simple fan recognition. © 2010 Altimeter Group
  • 29. 6) Enable Peer-To-Peer Interactions • Harnessing the crowd‟s energy helps reduce costs and improves the experience for fans. • Seek third party discussion apps, with a moderator and recognition features, leverages the crowd to support itself. • Providing positive peer-to-peer experience requires a community policy, as well as trained community managers who are ready to monitor in real time. #LithCast © 2010 Altimeter Group
  • 30. Pampers fosters conversations with Q&A #LithCast © 2010 Altimeter Group
  • 31. 7) Foster Advocacy • Prospects trust customers more than they trust brands, so promoting advocacy is an essential strategy. • Because customer to prospect recommendations often occurs organically, it‟s also a lower cost channel. • Start by simply asking existing fans to suggest the page to others or “like” a wall post, “voting on something, „sounding off‟ on something, sharing videos or photos, • Advocacy is the most difficult of all marketing objectives because brands don‟t have direct control over fans. It‟s a dual edged sword as negative messages can quickly spread. #LithCast © 2010 Altimeter Group
  • 32. Kohl‟s asks customers to share their savings “Raise your receipt” contest #LithCast © 2010 Altimeter Group
  • 33. 33 Best Practices: Advocacy Honda and Hallmark provide an easy, relevant way to share experiences and connect with others. © 2010 Altimeter Group
  • 34. 8) Solicit a Call to Action • Bring it Back to Business and Provide a Succinct Next Step. • Start with simple, yet immediate call to actions on your landing page and wall page, sign up for deals, exclusives or to learn more. • Integrate existing e-commerce experiences that are in line with the community. • Remember, this is an opt-in channel, they‟ve demonstrated interest in your brand, just ensure the focus is on them –not just pushing products. #LithCast © 2010 Altimeter Group
  • 35. 35 Best Practices: Call-to-action Hallmark provides simple (sign- ups) and more advanced (shop) calls-to-action. Commerce application by Alvenda © 2010 Altimeter Group
  • 36. Target inserts ecommerce photo printing right into the experience. #LithCast © 2010 Altimeter Group
  • 37. 37 Scoring by Criteria 1: Set Community 5: Participate in Dialog Expectations Average Score: 3.10 Average Score: 2.08 6: Enable Peer-to-Peer 2: Provide Cohesive Interactions Branding Average Score: 2.03 Average score: 3.90 7: Foster Advocacy 3: Be Up To Date Average Score: 2.27 Average Score: 5.00 8: Solicit a Call to Action 4: Live Authenticity Average Score: 2.45 Average Score: 2.87 #LithCast © 2010 Altimeter Group
  • 38. 38 #LithCast © 2010 Altimeter Group
  • 39. 39 Retail and CPG scores Adolescence, Luxury Immature © 2010 Altimeter Group
  • 40. Summary • Put aside your read-only playbook and tap into two-way social marketing. Simple starts Facebook Events to promote physical meetings also results in word of mouth and community interaction • Bolster your Facebook pages with applications from third parties. Instead, add features from third party applications that enhance interactions, discussions, or utility. (see report) • Connect the Facebook experience with existing efforts, like your corporate website. Skip „linking away‟ and start „aggregating‟ FB discussions • Measure and analyze based on business goals – not by fans or “likes.” Brands must measure based on business goals use real KPI formulas by referencing Altimeter Group‟s research on Social Marketing Analytics. • Reduce Risk: Use this scorecard as your long-term roadmap. Use these Eight Success Criteria as a roadmap for your own Facebook page efforts #LithCast © 2010 Altimeter Group
  • 41. 41 THANK YOU Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang With assistance from Christine Tran, Researcher #LithCast © 2010 Altimeter Group
  • 42. 42 About Us Altimeter Group is a Silicon Valley-based strategy research and consulting firm that provides companies with a pragmatic approach to disruptive technologies. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com. #LithCast
  • 43. Social media marketing challenges Fickle Low Limited No Reputation Fans Engagement Measurement or Superfans Growth slowing Fleeting Limited success No influencer conversations metrics identification High attrition rate Likes only Content decay No performance No user differentiation Limited interaction metrics styles #LithCast 43
  • 44. your Facebook strategy Increase ● Use apps to generate compelling content Engagement ● Drive repeat visits ● Use gaming mechanics to create superfans Build Loyalty ● Recognize top contributors to reward behavior ● Curate content to increase relevancy ● Increase superfans and influencers Measure ● Generate valuable ideas and answered questions Success ● Improve SEO and call deflection ● Improve activity levels, sentiment, and buzz #LithCast 44
  • 45. your Facebook strategy Fast and Easy Deep Engagement Comprehensive Facebook App Creation Tools Analytics Contests Ideas Q&A #LithCast 45
  • 46. Facebook ACTivity score FACTs is a measure of brand‟s investment and its level of engagement with their customers on Facebook: • fan pages • company posts • custom apps on fan pages • engagement on apps • fans collected • fan posts • likes on wall posts #LithCast 46
  • 47. Q&A Jeremiah Owyang Katy Keim Partner and Principal Analyst CMO Altimeter Group Lithium @jowyang @katykeim #LithCast 47
  • 48. Sept 14 – Oct 19 Likes aren’t   Silicon Valley Orange County enough.   Washington DC Amsterdam Join us for the Lithium Likes to Loves  Chicago World Tour in your favorite city and  London find out how to turn your social  Dallas customers into a brand nation.  Sydney  Munich Register now! http://www.lithium.com/conference/likestoloves/ #LithCast 48