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EEC09 - Clara Shih, autora del libro The Facebook Era y creadora de la aplicación Faceconnector
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EEC09 - Clara Shih, autora del libro The Facebook Era y creadora de la aplicación Faceconnector

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Clara Shih participó el pasado 29 de Octubre de 2009 en el European Ecommerce Conference, congreso anual de comercio electrónico, con la ponencia 'The World Wide Web of People: Preparing for a New …

Clara Shih participó el pasado 29 de Octubre de 2009 en el European Ecommerce Conference, congreso anual de comercio electrónico, con la ponencia 'The World Wide Web of People: Preparing for a New Kind of Customer Relationship in the Facebook Era'. Shih es autora del libro The Facebook Era y creadora de la primera aplicación de negocio para Facebook, Faceconnector, que integra la red social en salesforce.com, donde Clara ha trabajado como Directora de Social Networking hasta el pasado mes de junio.

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  • 1. The Facebook Era Preparing for a New Kind of Customer  Relationship “The Facebook Era recognizes  Clara Shih that we’ve come to a place where  Author, The Facebook Era people can represent their real  identity—and use the social filters  CEO, Hearsay Labs on the Web to connect with the  world around them.” —Sheryl Sandberg October 15, 2009 Chief Operating Officer, Facebook
  • 2. Practice what we preach @clarashih #EEC09 TheFacebookEra.com
  • 3. Agenda Trends and Numbers New Consumer Psychology Rethinking Sales and Marketing Q&A TheFacebookEra.com
  • 4. The trends and numbers TheFacebookEra.com
  • 5. Welcome to The Facebook Era On Facebook alone . . . Over 300M active users 8 billion minutes spent each day 1 million developers  from 180 countries is email dead? TheFacebookEra.com
  • 6. PUBLISH everybody‐to‐ everybody many‐to‐many 1‐1 1‐many CONSUME
  • 7. Winning mainstream audience appeal Source: Nielsen Online Global Index, Dec 2008 TheFacebookEra.com
  • 8. Facebook’s growth just keeps going TheFacebookEra.com
  • 9. CMOs are shifting dollars to social media CMO Council – March 2009 “ Digital marketing and new  media dominates demand  generation and advertising  spend allocation priorities for  the coming year, with budgets  aimed at online and Web 2.0  initiatives almost 50% higher  than spend earmarked for  traditional media. ” TheFacebookEra.com
  • 10. Three Pillars of Facebook Marketing Facebook Apps Facebook Pages Facebook Ads
  • 11. The new consumer pyschology TheFacebookEra.com
  • 12. (short video) TheFacebookEra.com
  • 13. Why Facebook was different TheFacebookEra.com
  • 14. Facebook as a forum for online identity Photos and interests Demographic info Employer, school, city Friends Socially acceptable to share TheFacebookEra.com
  • 15. Facebook Connect extends trusted identity to  any website TheFacebookEra.com
  • 16. Example. http://thefacebookera.com TheFacebookEra.com
  • 17. As a result, user expectations have changed Due diligence expected Personalized interactions Transitive trust TheFacebookEra.com
  • 18. Facebook and Twitter invented new modes  of communication Casual  But emotional Foster weak ties Capture long tail TheFacebookEra.com
  • 19. Rethinking Sales & Marketing TheFacebookEra.com
  • 20. Sales: The Power of Transitive Trust Qualify leads early Low‐cost way of staying in touch Build personal rapport Navigate buyer orgs TheFacebookEra.com
  • 21. Sales: Prospecting Friend‐of‐Friend Networks Example:  Aster Data Systems TheFacebookEra.com
  • 22. Customer Service: Crowdsource  to Your Customers TheFacebookEra.com
  • 23. The ultimate opt‐in marketing channels Example Dell Outlet moved $2M in inventory over  Twitter last year TheFacebookEra.com
  • 24. Marketing: The power of hypertargeting “ Fifty percent of my  Minimize wasted ads advertising is wasted, I  Latent interest just don’t know which  fifty percent” Test new segments and  messaging TheFacebookEra.com
  • 25. Marketing: The power of referrals Word of mouth  automated Existing customers = your  sales force Search.twitter.com TheFacebookEra.com
  • 26. eMarketer: Endorsements from friends  matter most TheFacebookEra.com
  • 27. Social Customer Lifetime Value (sCLV) Social CLV = CLVold + Word‐of‐mouth referrals + Customer support cost savings + Sales resulting from idea contributions TheFacebookEra.com
  • 28. Thank you Stay in touch http://facebook.com/thefacebookera RELEASED APRIL 2009 Featured in The New York Times TheFacebookEra.com

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