SOCIAL       BY DESIGN         Getting the Most Out of Your Facebook DollarsMario Zelaya                               Mic...
Mario Zelaya         @majesticmedia @zelayaThings I do: Head of production             Oversee all projects             Id...
About MajesticFacebook Marketing Agency                            3 3
Michael Oliver        @marketingstore @michaeljoliverThings I do:   VP, Creative Director               co-manage TMS Toro...
About The Marketing StoreBrand Activation Agency Specializing in Shopper Marketing, CRM/Loyalty                           ...
SOCIALBY DESIGN
Paid. Owned. Earned                      7 7
Today’s focus ...Social by Design = Earned                            8 8
Social by DesignWhat is it?Dogma:   •Social Design is a way of thinking about a product design that puts social experience...
Social by Design Get to the point…Summarized:   •Easiest way to summarize Social by Design in a few simple points:        ...
Social by Design The Social Lens You Should Use…Ask the      •Why would people want to share my content?following:   •Did ...
INFINITILUXURY, RELOADED
Luxury, reloadedThe shifting face of luxury            Shifting Language of Luxury.                              Σ        ...
Luxury, reloadedThe shifting face of luxury        Σ    DREAMS                                   Σ             FANTASIES  ...
Luxury, reloadedThe shifting face of luxury               $         $    $$   $    $              …and consumers will pay ...
InfinitiInspiring customers through Inspired Performance                                                   16
InfinitiChallenger brand positioning                               17
INSPIRED BY YOUFacebook Promotion
Infiniti Case StudyKnowing the Infiniti customerSummary:               •Creating an app that’s social & users want to shar...
Infiniti Case StudyInspired by You promotion on FacebookSummary:              •Creating an app that’s social & users want ...
VIDEO        21
Infiniti Case StudyInspired by You promotion on FacebookAPIs Used:    •Basic info              •Email address (for contest...
Infiniti Case StudyThe HorsepowerTechnology:   •We implemented an engine that analyzes your status updates and determines ...
Infiniti Case StudySummaryLearnings:   •Build according to your audience             •Spend time planning out the right st...
IN SUMMARYTAKE-AWAYS & INSIGHTS
Key take-awaysFocus on StrategySummary:               •Having the right strategy is just as important as the design and de...
Key take-awaysIs it Social by Design?Checklist:      •i)Would people want to share the content? Yes.                •ii) D...
Tips & InsightsOur ExecutionSummary:        •First and foremost: know your audience and cater to what they want to see/hea...
Tips & Insights Our ExecutionSummary:                 • Do not silo Facebook into its own campaign. The best results are w...
Thanks!Mario Zelaya                              Michael J Oliver    @zelaya                                   @michaeljol...
Upcoming SlideShare
Loading in …5
×

Social By Design: Getting The Most Out Of Your Facebook Dollars

305 views
258 views

Published on

By: Mario Zelaya and Michael J. Oliver

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
305
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social By Design: Getting The Most Out Of Your Facebook Dollars

  1. 1. SOCIAL BY DESIGN Getting the Most Out of Your Facebook DollarsMario Zelaya Michael J Oliver @zelaya @michaeljoliver Managing Director VP Creative DirectorMajestic Media Ltd The Marketing Store Worldwide @majesticmedia www.majesticmedia.ca @marketingstore www.themarketingstore.com
  2. 2. Mario Zelaya @majesticmedia @zelayaThings I do: Head of production Oversee all projects Ideation Strategy Creative Direction 2 2
  3. 3. About MajesticFacebook Marketing Agency 3 3
  4. 4. Michael Oliver @marketingstore @michaeljoliverThings I do: VP, Creative Director co-manage TMS Toronto oversee all creative projects build CRM practice in North America innovate in automotive space 4 4
  5. 5. About The Marketing StoreBrand Activation Agency Specializing in Shopper Marketing, CRM/Loyalty 5 5
  6. 6. SOCIALBY DESIGN
  7. 7. Paid. Owned. Earned 7 7
  8. 8. Today’s focus ...Social by Design = Earned 8 8
  9. 9. Social by DesignWhat is it?Dogma: •Social Design is a way of thinking about a product design that puts social experiences at the core. •Help recreate these social experiences with the features available on the Facebook platform (Oauth, Open Graph, Social Plugins, etc…) •Using the “Like” button doesn’t constitute Social by Design (that’s just one of many tools that can be used). They’re a tactic, not a strategy. It’s like putting hot sauce on a pasta. It adds flavour, but it doesn’t constitute the full meal. 9
  10. 10. Social by Design Get to the point…Summarized: •Easiest way to summarize Social by Design in a few simple points: 1) Your brand, or actions your fans are taking, are better enjoyed when your friends and community are involved. ie. Trip Advisor, Spotify, Pinterest, etc… 2) Your brand, or actions your fans are taking, are naturally social in the real world. ie. “I didn’t know you went to Hawaii” “I love that song” “You should see these pairs of shoes I bought” 3) Your fans benefit by this added social layer. ie. Discovery, insight, gain in utility, etc.. 10
  11. 11. Social by Design The Social Lens You Should Use…Ask the •Why would people want to share my content?following: •Did I put some social/digital lubrication in the gears that makes it easy for them to share •In our campaign, do we put people at the center? •What’s the utility they’ll gain? Is it enough? Is it a wow or cool factor? Will it create a deep emotional response? •How can I get people to create conversations about this activity or campaign? 11
  12. 12. INFINITILUXURY, RELOADED
  13. 13. Luxury, reloadedThe shifting face of luxury Shifting Language of Luxury. Σ Shifting Values of Luxury. DREAMS FANTASIES x EXCLUSIVITY Greenback’s for Green Values. 13
  14. 14. Luxury, reloadedThe shifting face of luxury Σ DREAMS Σ FANTASIES EXPERIENCE x * SERVICE VALUES EXCLUSIVITY “the experience underpins vision and defines the brand from a customer experience perspective ...” 14
  15. 15. Luxury, reloadedThe shifting face of luxury $ $ $$ $ $ …and consumers will pay for it. 15
  16. 16. InfinitiInspiring customers through Inspired Performance 16
  17. 17. InfinitiChallenger brand positioning 17
  18. 18. INSPIRED BY YOUFacebook Promotion
  19. 19. Infiniti Case StudyKnowing the Infiniti customerSummary: •Creating an app that’s social & users want to share, talk about and engage with •Understanding the demographics is key: Infiniti owners are really interested about themselves, it’s part of their persona, and how we eventually created the campaign: “Inspired by You” •The goal was to provide Infiniti owners, information that they wouldn’t normally be able to know about themselves and their activity on Facebook 19
  20. 20. Infiniti Case StudyInspired by You promotion on FacebookSummary: •Creating an app that’s social & users want to share, talk about and engage with •Understanding the demographics is key: Infiniti owners are really interested about themselves, it’s part of their persona, and how we eventually created the campaign: “Inspired by You” •The goal was to provide Infiniti owners, information that they wouldn’t normally be able to know about themselves and their activity on Facebook 20
  21. 21. VIDEO 21
  22. 22. Infiniti Case StudyInspired by You promotion on FacebookAPIs Used: •Basic info •Email address (for contest entry) •Access to wall posts •Checkins, photos, status updates, videos •Friends info: birthdays •Photos & videos shared 22
  23. 23. Infiniti Case StudyThe HorsepowerTechnology: •We implemented an engine that analyzes your status updates and determines which ones have the most Likes & Comments •Using the same engine, we analyze your wall posts to determine your Facebook Engagement score •We found a generic way to map locations of check-ins in a non-Google map (an illustrated map). It wasn’t easy! •Integrated sweepstakes engine 23
  24. 24. Infiniti Case StudySummaryLearnings: •Build according to your audience •Spend time planning out the right strategy •Focus on making things social by design •Leverage Facebook’s APIs •Leverage Facebook’s Social Plugins & other tools they’ve made available for us to use 24
  25. 25. IN SUMMARYTAKE-AWAYS & INSIGHTS
  26. 26. Key take-awaysFocus on StrategySummary: •Having the right strategy is just as important as the design and development •Our view is: Strategy > End product •Listen to your audience, create persona’s if you don’t have them already, gain valuable information on their demographic and psychographic profiles •Don’t just launch a promotion or app for the sake of launching it. It’d be best to wait and save that budget for something bigger down the road that makes sense 26
  27. 27. Key take-awaysIs it Social by Design?Checklist: •i)Would people want to share the content? Yes. •ii) Do we include some social/digital lubrication so it makes it easy for them to share with friends? Yes. Social plugins and ability to share. •iii) Do we put people at the center? Yes, the whole campaign is based around you and how you compare to others. •iv) What utility will they gain? The wow/cool factor. An all expense paid trip & daily maintenance prizes at Infiniti helps too! 27
  28. 28. Tips & InsightsOur ExecutionSummary: •First and foremost: know your audience and cater to what they want to see/hear. If they’re asking for Apples, don’t give them bananas •When launching an app, make it easy for people to share with their friends, but even more importantly, see if you can find a way to get your friends involved •Think of it as a “A to ‘A-Z’” relationship as opposed to “A to B” •Use the tools Facebook gives you (for FREE): i) Social Commenting Tool ii) Like button iii) Share iv) Tag your friends v) Notifications vi) Events 28
  29. 29. Tips & Insights Our ExecutionSummary: • Do not silo Facebook into its own campaign. The best results are when its integrated into other marketing programs: print, packaging, TV, radio, etc… • Leverage other social networks when possible: ie. Twitter, YouTube, Pinterest will have an API soon • Spend time researching and creating an immersive social experience: Facebook- Studio.com is a great source 29
  30. 30. Thanks!Mario Zelaya Michael J Oliver @zelaya @michaeljoliver Managing Director VP Creative DirectorMajestic Media Ltd The Marketing Store Worldwide @majesticmedia www.majesticmedia.ca @marketingstore www.themarketingstore.com

×