Wildfire future m presentation 2

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Presentation by Ben Arnon, Wildfile; Mark Uhrmacher, ideeli, Gravity Summit FutureM, Harvard Faculty Club 9-12-11

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  • At this point, it’s no surprise that Facebook has become incredibly important to consumers in a very short amount of time and is now a HUGE part of how they spend their time online. That said, one question worth asking is why is Facebook important to users? To understand this, we need to look at what users are going to Facebook to do, and what needs it fulfills for them. It’s not just about how they use Facebook; lets talk about how they interact with brands on Facebook.
  • When you look at the statistics, which Facebook regularly updates, it’s amazing how engaging and addictive their product really is. Take a look at some of these numbers: 50% of users log in daily The average user spend 55 minutes per day on the site! 3) Whether you like it or not, this is where your target audience is spending their time online so it’s critical that you figure out how to reach them in a relevant way.
  • To understand your users, we need to understand what need Facebook fills for them. Let’s take a look at why they login to Facebook. Facebook users log on to have fun and to connect with family and friends, they’re also logging on for information. While they’re not on Facebook searching for your product directly, understanding what they are doing there is crucial to targeting them in the right way, and starting a dialogue. Now that we know what Facebook users in general are attracted to Facebook for, lets look at the users in another light: as consumers .
  • The question we asked ourselves a few slides ago becomes a little different when we specify that the users we’re targeting are also consumers. Consumers, when asked about their habits on Facebook, are very straightforward and list their expectations from brands, as well as what entices them to declare their affinity for brands by “liking” them. So what do consumers expect from you?
  • eMarketer recently released a study where users were asked WHY they liked brands on Facebook or followed them on Twitter. 62% of users did so to obtain the latest news about the brand, 61% for new product information, and 58% to get access to contests and giveaways. If we boil down the top reasons consumers list for committing their affinity to your brand, the common theme is the VIP factor: users want to be made to feel like an insider, like a digital VIP. By following your brand, they’re especially thrilled to get VIP access to news about upcoming products, get shown exclusive content, and be privy to “fan-only” sales or information. Further in this presentation, we’ll discuss ways you can make your fans feel like VIPs; from special promotions, to exclusive content, to flash deals.
  • So, ok, we’ve established that everyone and their grandmother is on Facebook. Let’s flip the switch and get back to you, the marketer. How can you use Facebook to impact your bottom line?
  • We’ll get to the answer in a minute but before that I think it’s important to highlight a major difference between Google and Facebook. The beauty of advertising via Google is that you place an ad by targeting the words you think people will use to describe the item they want, like in this picture of the Sharpie. Get 100 clicks and you make one sale. It’s fairly straightforward. Unfortunately, marketing on Facebook doesn’t quite work that way. In the case of Sharpie, you’re looking at their fan page on Facebook, where users are joining a community of other users, all having declared their affinity for Sharpie as a brand.
  • We made it sound really easy, but the stats show that users aren’t engaging with hundreds of brands, but that they’re a bit more selective. Here are a few interesting stats: - The average Facebook user is a Fan of 8.7 Fan Pages and over 20 million people are becoming Fans of brands daily
  • Alright, on to phase 2 – ENAGEMENT! We often find that clients spend a lot of time planning ways to grow their Fan base but don’t necessarily have a solid plan in place for engaging those Fans once they acquire them. Engagement is key for building a valuable long-term relationship.
  • A huge part of engagement on Facebook is the newsfeed. One important thing to know about the newsfeed is that when you post a status update, it doesn’t necessarily go out to every single one of your fans. Facebook has a content algorithm called EdgeRank that determines how many people actually see the content that you post. For example, if you have 50,000 fans and post something that Facebook deems uninteresting for those people only a small percentage of your fans will actually see that content. So, in order to get more impressions you need to be pushing out content that Facebook believes to be relevant to your audience. Like Google’s search algorithm, Facebook’s Edgerank is a black box so we don’t know exactly how it works. That said, we’ve found that the more “Likes” and comments you get on a post, the higher that post will rank on Facebook’s engagement scale, which means you get more impressions. 2) So, the next obvious question is how do you get people to “Like” and comment on your posts?
  • The first tip is an easy one. Just ask! We’ve found that simply asking people to click the Like button dramatically increases the number of likes you’ll get. This has been replicated across many different pages and we’ve found it really is this simple. Number two is Ask Questions. We did a test pushing out a newsfeed notifying people about a sweepstakes one of our clients was running to win a dream tailgate party. We got a few different comments saying “cool” or something else to that effect but no real engagement. A bit later we sent out a different post that didn’t mention the tailgate party promotion but instead we asked people what they would serve at their dream tailgate party? Within a few hours we had over 50 comments. I think the key here is giving people a reason to comment, to share their opinion and asking questions that can be answered easily with a few words or sentences.
  • 1) The final thing we’ve noticed about the newsfeed is that quality seems to be more important than quantity. From what we can tell, Facebook assigns an overall score to the whole of your content, not each post individually. So, if your strategy is to send out tons of updates hoping that every now and again one of your posts will be highly engaging, those posts that fall flat may be penalizing future updates you make. The other side of this is that if you’re able to put together a highly engaging post, it can actually have a lifting effect on future updates. 2) Here’s a quick example of what I mean. This is a page that we manage and at the time of these posts we had right around 10k fans. For a typical post around this time, we’d get about 6k impressions and 20 comments. The middle post here ended up being incredibly engaging and we got 6 times the number of comments we’d usually get and the post ended up getting nearly 30k impressions. Remember, we only had 10k fans at the time so this meant that our Fans were sharing this information with their friends in a big way. But here’s where it gets really interesting. Our very next post was actually below average in terms of the number of Likes and comments we received but the post still had nearly 22k impressions, which was a little less than 4 times our average amount, which lead us to believe that Facebook isn’t measuring the engagement of each post in isolation. 3) I know a lot of the people in this room probably aren’t responsible for creating newsfeed posts for brand pages, but I think the point here is that if your company is going to post something related to a prepaid initiative or promotion, it pays to ask yourself: - Will this content be engaging? - What’s the reason for people to like and comment? If you’re able to nail these two questions, the chance of people seeing your message increases dramatically.
  • Page: Powered by Wildfire – Page Manager Key Points Ideeli tapped into passionate fan base who, based on their market research, love shoes. Great engaging page with lots of fresh and relevant content content gets refreshed weekly goes from photo carousels, last week was vote on which shoe was “dainty” or “drab” Also taking advantage of multiple tabs
  • Wildfire future m presentation 2

    1. 1. tbd Ben Arnon & Mark Uhrmacher The Value of Engaging your Audience through Social Media
    2. 2. <ul><ul><li>TODAY’S SPEAKERS </li></ul></ul><ul><li>Ben Arnon </li></ul><ul><li>Director of Sales </li></ul><ul><li>Wildfire </li></ul><ul><li>@barnon </li></ul>Mark Uhrmacher CTO & Founder Ideeli @maui314159
    3. 3. <ul><ul><li>Agenda for Discussion </li></ul></ul>The Importance of Facebook Ideeli Engagement Case Study Successful Marketing Tips Q+A
    4. 4. Why is IMPORTANT users? to FACEBOOK
    5. 5. What’s on your mind? 50% 90 pieces 30 billion users of content created / user /month pieces of content shared monthly log in daily Avg user spends per day Source: Facebook Share minutes 55
    6. 6. <ul><ul><li>REASONS WHY PEOPLE </li></ul></ul><ul><ul><ul><li>TO FACEBOOK </li></ul></ul></ul>FRIENDS & FAMILY 32% INFORMATION 16% OTHER 3% FUN 49% Source: Pew Internet and American Life Study Login
    7. 7. How important is FACEBOOK consumers? to
    8. 8. 62% Latest news about the brand New product information Contests and giveaways Allows me to show I like the brand Sales, discounts, coupons, and special offers 61% 58% 55% 47% Source: eMarketer
    9. 9. How can benefit FACEBOOK Marketers?
    10. 10. versus SEARCH, FIND, BUY JOIN A COMMUNITY?
    11. 11. 8.7 20 fan pages Million+ people become fans daily ENGAGE CONSUMERS do with BRANDS ! Average of Source: Omnicom, Mashable
    12. 12. ENGAGE ENGAGE engage engage
    13. 13. YOUR FANS YES NO 2. ASK questions 1. TELL fans what you want them to do 3. TAP into people’s PASSIONS <ul><ul><li>NEWSFEED </li></ul></ul>
    14. 14. ASK QUESTIONS ASK for LIKES
    15. 15. QUALITY > quantity
    16. 16.      Photo Carousel Weekly Content Update E-Commerce Blog Plugin Sign-up Function <ul><ul><li>ENGAGEMENT </li></ul></ul>
    17. 17. SUMMARY: WHY WILDFIRE    
    18. 18. Wildfire Interactive, Inc. wildfireapp.com facebook.com/wildfireinteractive @wildfireapp +1-888-274-0929 [email_address] 1600 Seaport Blvd Redwood City, CA 94301

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