Tns presentation sifiso facebook

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Sifiso Mazibuko's presentation at TNS Digital Life South Africa event 25/26 January 2012

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Tns presentation sifiso facebook

  1. 1. The Modern Consumer is Social by Design Sifiso Mazibuko Facebook National Account Manager Twitter: @SifisoMaz
  2. 2. Web 1.0 was Commerce Web 2.0 is People - Ross Mayfield
  3. 3. Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending upon the your state of mind. - Kevin Maney
  4. 4. Evolution
  5. 5. Social Media isn't about re-inventing the wheel
  6. 6. It’s about sharing with friends
  7. 7. It’s about expressing your love
  8. 8. It’s about sharing those secret gem hang outs
  9. 9. It’s about sharing memories
  10. 10. It’s about recording great memories
  11. 11. Success on The Social Web
  12. 12. “Think Differently”
  13. 13. Customise content for individuals
  14. 14. Harness Collective Intelligence, users can great add value
  15. 15. Design for more than a single device
  16. 16. Why are brands sometimes scared?
  17. 17. One reason: Unhappy customers talking
  18. 18. Another reason:
  19. 19. Knowledge speaks. Wisdom listens
  20. 20. 10’s Share (Resonance) Search (Relevance) 00’s Browse 90’s The web is being built around people
  21. 21. Real people sharing their real identities
  22. 22. If Julius Ceasar had a Facebook profile
  23. 23. -21% +52% Source: ComScore Global Y/Y change Jan 2010 - Jan 2011 +1% Social Portals Search Thetransitionishappeningrapidly
  24. 24. >600 million people use social networks at least once a day
  25. 25. 58% of Facebook users log-in at least once a day (>400M)
  26. 26. Basedonthedatafromparticipatingcountries, wecanmakethefollowingassumption.
  27. 27. 800 million Facebook users worldwide Globally, borders are being replaced with connections
  28. 28. Facebook users in South Africa M 5M 10M 15M 20M 25M 30M 4.7 million+ users
  29. 29. 11% 32% 33% 25% 13-17 18-24 25-34 35+ 49% 51% Male Female Source: Facebook internal data, September 2011 South African Demographic Breakdown
  30. 30. The Rise of the “Silver Surfer”
  31. 31. Facebook is part of the daily routine for users 6+ hours Average hours per month 21 visits Average visits per month 57% Daily (85% Return weekly) Active users log in daily Strong user engagement globally
  32. 32. South Africa: 4.7 million on Facebook 3.5 million using a mobile phone
  33. 33. The Open Graph
  34. 34. First Rule: The tools are the tools. The tools are not the thing.
  35. 35. THE SCENE / BOSS IS ENTERING THE OFFICE BOSS / SEES HIS SECRETARY SURFING IN FACEBOOK 10:00am @ the office
  36. 36. THE DIALOGUE Borrowed from Stefanos Karagos / Xplain.co
  37. 37. BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOSS BOSS / WOWW! OUR COMPETITORS HAVE ONLY 999! BOSS / HOW LONG DID THIS TAKE? SECRETARY / ONLY ONE MONTH MY BOSS! BOSS / CAN YOU CREATE AND RUN OUR CO’S PAGE? SECRETARY / YES MY BOSS! GIVE ME 5 MINUTES. the time it takes to start your FB BOSS / HOW MANY FRIENDS DO YOU HAVE? SECRETARY / 4.999 MY BOSS Borrowed from Stefanos Karagos / Xplain.co
  38. 38. BUT OF COURSE HE HADN’T SEEN HER PERSONAL PAGE Content Her sexy photos from her latest holiday Audience 97% “hungry” men 18 - 35
  39. 39. THE RESULT AFTER 6 MONTHS 555 LIKERS/FANS CONTENT AUDIENCE Bla, Bla, Bla Bla Bla, Bla Bla Who knows, Who cares Borrowed from Stefanos Karagos / Xplain.co
  40. 40. Facebook my ass! NEXT TIME MARKETING MANAGER ASKED HIS BOSS TO INVEST $$$$ ON FACEBOOK MARKETING Borrowed from Stefanos Karagos / Xplain.co
  41. 41. Make your communication social
  42. 42. Making your communication social
  43. 43. Nivea What type of Hugger are you?
  44. 44. – Context: • First P&G brand in the UK to invest in engagement activity • Leveraged quirky Mother Nature by allowing her to communicate with Fans from her own Facebook Page – Strategy: • UK Reach Block running Polls and Video Commenting Ads – Success: • Over 100,000 Likes of the Page driven • Over 20,000 entrants into the Gift’o’Matic competition Tampax Mother Nature (UK)
  45. 45. Social communication
  46. 46. 1. Make it social. “That’s what I do on the internet.” 2. Keep it simple. “If I understand something, I’m more likely to try it.” 3. Create brand stories worth sharing. “I share great stories with my friends on social networks” 4. Integrate. “Consistent message across different platforms.” Final considerations
  47. 47. “In times of change, learners inherit the Earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.” Eric Hoffer

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