The answer is Facebook, now what is the question - Jam
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The answer is Facebook, now what is the question - Jam

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  • A bit of JamSocial media and mobile agency75 peoplePart Engine
  • Everyone is talking about Facebook800m / 500m logged on in one day earlier this month30m people in UK3.9m people between 55-64 on FB in UK#Dad is on Facebook but so is Granny & Granddad
  • With some much chat about FacebookFor many brands & marketers The answer is facebookThey’ve created a brand pageTalk focused brand pages & brand communities
  • Now what was the question?Why are they investing time effort and money into brand pagesI want to talk brand pages & brand communities (as opposed to advertising on fb)
  • Answer 4 questionsAreMarketers asking the right questions about Facebook?What lessons can be learnt from others?How can we get better at ROI?What questions should we asking about the future?
  • We work lots of big consumer brands from Sky to Samsung, from Next to Odeon, from Microsoft to The Sun, and help them figure this question outFacebook can play many roles:Foster product developmentGenerate awarenessDrive preference & differentiationIncrease traffic and salesBuild loyalty and deepen relationshipsAmplify recommendations & WOMGain customer insights
  • But unfortunately some brands are getting a bit wrongMy favourite honey brand Rowse honeyNotice TV ad Media spend in 2011£700k on TV (previous year no TV)Find us on FBStaff making ads Free honeyOnly 23k likes – but tiny amount of engagement.Tried test mechanics – like giving away free honey but still got to wonder does this can represent a good investment
  • Rowse honey isn’t unique There are hundreds of brands where their communities are little more than a few hundred people talkingEngagement is down in generalAnd its not necessarily due to a change in consumer behaviour in fact Facebook state that ‘Everyday there are 100m connections between people and brands on Facebook. This figure has doubled from last year.More marketers & agencies doing a poor jobSo what are the things brands should be doing?
  • First thing is know your audience on FacebookA simple search you can find basic info about themSo you’re my audienceFor example Almost 3000 people interested in affiliates marketing on FB2000 men / 840 women
  • Dig a little deeper you can see If you’re interesting in finding a future partner who is interesting affiliate marketing Then things are going to be a little tricky only 180 single women interested in affiliate marketing (according to FB)
  • Professor Daniel Miller –Proffessor of Anthropolgy at UCLAn anthropological study on people using Facebook in TrinidadWhat you learn is facebook not only good at connecting but also separating people – by breaking up their marriagesEqually FB can play a key role in helping old & infirm people stay in touch – Aunt Loveday who is 80TheFacebook timeline announced at F8 offers rich insightsLook at your own timeline Or othersHow they’ve used platform over time and what’s changed – what they use if for.I guarantee it won’t be shopping or talking to brandSo it’s important to learn about behaviour ..
  • But it’s also essential as a brand to know who you are targeting and what role the page shouldIf you a starting a brand page, think customers first (Unless you are Rolls Royce)For most businesses customers represent most of their sales #12% of shoppers deliver 80% of Coke sales in USAOn any given day about 75% of Zappos sales come from repeat purchaseCustomers are most likely to become fans Then focus on turn fans in to active fans & use active fans to influence their friends On the whole don’t start with prospects as direct targetBought fans (aren’t true fans)
  • Spend series time and effort on making fans more activeActive are valuable fansSyncapse study shows active fans particate with brand more, make 10 recommendations – Spreading the word to their friends about brandIf there not active, that Fans are valuable Facebook & Comscore report showed fans & friends of fans spent up 8
  • Make sure you able to serve the community needs.If they want to ask about customer service issues – find a way to solve themSky a number of platforms from phone to forum to help customersBut still important to help customers in FB Solve problems / Show community you care about them
  • Invest in community managementSpend time doing it.Shouldn’t be the most junior persons job So when some asked Odeon what their policy was on bringing cats the cinemaThe community manager had a answer and was able have a little fun
  • Remember its facebook – it’s what people are calling ‘Shared media’It’s not a brand website.Lots of people happy to celebrate your public failure
  • A quarter of all time is spent on newsfeedConsumers are 40-150 times more likely to see branded content in their news feed (than visit brand pages) Comscore July 2011Not all fans see all of brands postsEdgerank is the algorithm which dictates who sees what Based around 3 areas – affinity (how much you’re engaging / looking etc)Weight of interaction (some type of edge carry more weight – looking at photos or video, as opposed to simply liking the pageTime decay – how long ago the edge was created (the user interacted)Need to really spend time understanding algorithm and optimise activity to it in order to increase coverage of status updates and engagement
  • Dig deepStudy dataOdeon noticed interactions are higher in afternoons during week, where as opposite is true on weekendWhen people are thinking going to cinema
  • As brand Don’t over sharePeople have real livesStudy by DDB/ Opinion Way from 6 marketsReasons for unsubscribing from brand pageUK publishing status updates too oftenTrying to win back a like is going to be really hard.
  • Create engaging content Give valuable experiencesWe’re working to Vitamin water across Europe to crowdsource a new flavour for the OlympicsUsers get to create their own flavoucreater with chance to win tickets to OlympicsOver 16k creations in 3 weeks60k likes
  • Another example is the campaign we’ve run for Samsung Galaxy SIIUnboxing video reviews are really popular in mobile sector. Earlier in year we organised for top tech blogger to do the Extreme unboxing videos – where we ask them to do video reviews whilst on Rollercoaster or parachutingCampaign really successful and got 1m viewsOpen up chance to do an Extremenunboxing with a fan from FacebookThis is the result...Marketers may have only themselves to blame.To boost the number of fans, many went for the lowest common denominator, which was free stuff, And so consumers began expecting the freebies. It became a self-fulfilling prophecy
  • Another example is the campaign we’ve run for Samsung Galaxy SIIUnboxing video reviews are really popular in mobile sector. Earlier in year we organised for top tech blogger to do the Extreme unboxing videos – where we ask them to do video reviews whilst on Rollercoaster or parachutingCampaign really successful and got 1m viewsOpen up chance to do an Extremenunboxing with a fan from FacebookThis is the result...Marketers may have only themselves to blame.To boost the number of fans, many went for the lowest common denominator, which was free stuff, And so consumers began expecting the freebies. It became a self-fulfilling prophecy
  • So content is essential for engagement But brands need to better to provide mobile experience350m mobile users (43.7%) India Africa SE Asia only access FB via mobileMobile users of Facebook spent an average of 5.5 hours on the site in Dec 2010 (11 minutes a day) –Twice as engaged as normalUp to 30% clicks come from mobileWe’re providing mobile experience for fans who click through to brand pages, by building mobile site Mobile relaunch HTML5 –allows one code across web, mobile, tabletEric Tseng Head of mobile said in two years we’ll be a mobile company – i.e majority of traffic from mobile
  • Average number of fans 130130 scales to 800,800 scales to 1mA much larger audience that can potentially see branded content34 times larger (based on top 100 facebook pages)Comscore July 2011
  • Run quant surveys off the platform.Understand value NPS
  • 1% of the journey
  • Facebook being a affiliate for apps
  • Answer 4 questionsAreMarketers asking the right questions about Facebook?What lessons can be learnt from others?How can we get better at ROI?What questions should we asking about the future?

The answer is Facebook, now what is the question - Jam The answer is Facebook, now what is the question - Jam Presentation Transcript

  • #A4UB6
  • Think about Grannie
  • The answer is Facebook.
  • The answer is Facebook.Now what was the question?
  • Are Marketers asking the right questions aboutFacebook?What lessons can be learnt from others?How can we get better at ROI?What questions should we asking about thefuture?
  • "Engagement on Facebook brands wallsis down 22%.But declining engagement has less to dowith brand fatigue in general than withmarketers doing a bad job and shovingboring content at consumers”Michael Scissons, CEO of Syncapse.
  • Know your audience…
  • …in detail
  • Learn about behaviour
  • Start with your customers Prospects Customers Friends of Fans fans Active fans
  • No two fans are the same Average Fan Active Fan Participate with a brand 10 times Participate with a brand 30 times a year a year Makes 1 Makes 10 recommendation recommendations The goal is to reduce fan variability, while moving the average fan value to the active end of the rangeSource: The Value of a Facebook Fan: An empirical view, Syncapse, June 2010
  • Address their concerns
  • Invest in people
  • Avoid #fail
  • Optimise for Edgerank Ways to influence Facebook EdgeRank algorithm and increase relevance of content • Ask questions • Relate to current events • Post games and trivia • Post video items • Interact with fan engagement • Post time sensitive content • Post relevant photos • Links within posts • Use polls and coupons • Be explicit in posts* Source: http://www.allfacebook.com/shocker-3-to-7-5-of-fans-see-your-pages-posts-2011-06?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+allfacebook+%28Facebook+Blog%29
  • Get the data Interaction rates are higher in the afternoon. This is reversed at the weekends.
  • Don’t over shareReasons for Unsubscribing Total U.K.from Brand page (6 markets)The brand was no longer of interest 49% 39%to meThe information available was not 46% 32%interestingInformation was published too often 36% 52%The brand published information I 27% 22%did not appreciateInformation was not published often 14% 8%enoughSource: DDB Paris/OpinionWay 2011
  • Provide engaging experiences
  • La Tomatina 2011
  • Think mobile
  • Focus on new insightsPage Fans Talked about Fans / Talked (total) (by week) about rateQuidco 66,462 877 1.32%Groupon UK 58,766 1,173 2.00%KGB deals 29,542 1,076 3.64%Pigsback 1,882 88 4.68%The Sun 109,913 33,657 30.6%
  • Friends of fans
  • Go beyond Facebook insights(Strongly agree / Slightly agree) BrandHas made me more likely to buy the product 77%Has made me more aware of the brand’s promotions 65%Has made me more aware of new products from the brand 62%Makes me feel positively towards the brand 65%Makes me more likely to visit the brands website 66%Makes me feel part of a community 47%Source:. Quant survey in relation to the brands Facebook pages(s)Base: All respondents; 1246
  • Think about the future"Marketers are in a differentstage of conversation; wehavent really scratched thesurface with them at Facebook”Carolyn Everson, Facebook global VP-marketing solutions
  • Facebook’s revenues ($m) 2010 2011 (est) % growth Advertising $1,860 $3,800 204% Facebook credits $140 $470 335% Total $2,000 $4,270 Advertising % of 93% 89% total revenueSource: eMarketer Sept 2011Note Advertising revenue figures cover paid advertising only. Does not include spending by marketers that goestoward developing or maintaining a Facebook presence,
  • Experiment on Facebook’s platform
  • Build useful apps
  • In summary...1. Think customers first2. Understand Edgerank3. People connect with people and ideas4. Go beyond Facebook for your insights5. Focus future efforts on mobile, credits and useful apps
  • Jamie@SpreadingJam.com @JAKenny