Business & Community in the Facebook Era | Presentation at Web 2.0 Expo New York |

Business & Community in the Facebook Era How the social web is changing customer relationships and what we should do about it “The Facebook Era recognizes that we’ve come to a place where Clara Shih people can represent their real Author, The Facebook Era identity—and use the social filters on the Web to connect with the CEO, Hearsay Labs world around them.” —Sheryl Sandberg Chief Operating Officer, Facebook Nov 18, 2009

Practice what we preach @clarashih #w2e @clarashih http://facebook.com/thefacebookera

Welcome to the Facebook Era Facebook. 300M users (+153%) 8B mins/day Twitter. 58M users (+1170%) Is email dead?? @clarashih http://facebook.com/thefacebookera

Incredible growth of the social web @clarashih http://facebook.com/thefacebookera

Winning mainstream audience appeal Source: Nielsen Online Global Index, Dec 2008 @clarashih http://facebook.com/thefacebookera

CXOs are shifting dollars to social media CMO Council – March 2009 CIO Executive Board – October 2009 “ The top priorities on the CIO agenda are respond to economic recovery, enhance customer experience, harness unstructured information, and craft a strategy for productivity social media. ” @clarashih http://facebook.com/thefacebookera

Four Pillars of the Social Web for Business Facebook Apps Facebook Pages Facebook Ads Twitter

Today Identity Communication Application @clarashih http://facebook.com/thefacebookera

Why Facebook was different @clarashih http://facebook.com/thefacebookera

Facebook is the template for online identity Socially acceptable to share Photos and interests Real-time identity Demographic info Where we are Employer, school, city What we’re doing right now @clarashih http://facebook.com/thefacebookera

Facebook Connect extends trusted identity to any website or device @clarashih http://facebook.com/thefacebookera

As a result, user expectations have changed Due diligence expected Personalized interactions Transitive trust @clarashih http://facebook.com/thefacebookera

communication @clarashih http://facebook.com/thefacebookera

(short video) @clarashih http://facebook.com/thefacebookera

CONTENT PRODUCERS everybody-to- everybody. always on. many-to-many 1-1 1-many CONTENT CONSUMERS

Facebook and Twitter invented new modes of communication Lower cost Foster weak ties Bigger social networks @clarashih http://facebook.com/thefacebookera

applications @clarashih http://facebook.com/thefacebookera

Sales. Prospect, qualify, navigate, build trust Faceconnector, the first business app on Facebook. Developed in 2007 by Todd Perry and me Integrates Facebook and Salesforce CRM @clarashih http://facebook.com/thefacebookera

Customer Service. Crowdsource to customers @clarashih http://facebook.com/thefacebookera

Marketing. Target, refer, opt-in @clarashih http://facebook.com/thefacebookera

Hypertargeting can result in higher conversions with less ad spend “ Fifty percent of my advertising is wasted, I Define your idea marketing list attributes just don’t know which Minimize “wasted” ads fifty percent” Test and iterate @clarashih http://facebook.com/thefacebookera

Facebook targeting @clarashih http://facebook.com/thefacebookera

Try it yourself Limited Time Offer Receive free Facebook advertising credit with book purchase Buy on @clarashih http://facebook.com/thefacebookera

Transitive trust in marketing: the power of referrals Word of mouth automated Michael Jones and implicit is a fan of Bonobos Existing customers = your volunteer sales force @clarashih http://facebook.com/thefacebookera

eMarketer: Consumers trust their friends

Social Customer Lifetime Value (sCLV) Social CLV = CLVold + Word-of-mouth referrals + Customer support cost savings + Sales resulting from idea contributions @clarashih http://facebook.com/thefacebookera

The value and benefits of a Page Your home base on Facebook Learn from your customers Customers helping other customers Promote to those already interested Free to get started @clarashih http://facebook.com/thefacebookera

The cost and commitment for a Page Strategy I. Fan-driven Strategy II. Active daily “Listening mode” Special deals, news, and contests Ocassional participation 10+ new posts and comments a day @clarashih http://facebook.com/thefacebookera

Tip: Test which days/times yield highest response rates for your audience @clarashih http://facebook.com/thefacebookera

Summary Identity Communication Application @clarashih http://facebook.com/thefacebookera

Stay in touch Clara Shih CEO, Hearsay Labs clara@hearsaylabs.com http://facebook.com/thefacebookera RELEASED APRIL 2009 @clarashih http://facebook.com/thefacebookera

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Business & Community in the Facebook Era | Presentation at Web 2.0 Expo New York |

by Clara Shih on Nov 18, 2009

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Business & Community in the Facebook Era | Presentation at Web 2.0 Expo New York | — Presentation Transcript