2011 SBS Sydney | Kevin Tate, Putting Facebook to Work Effectively

Facebook: Observations & Lessons Learned from >300 Campaigns
Social Business Summit
Sydney
Kevin Tate

>300 Facebook programs for >200 brands since 2006

You can look at Facebook through many different lenses … … today I’m going to focus on the Marketing lens.

Why is Facebook interesting to a Marketer?
Scale
More than 600 million active users, about 70% outside the US
50% of our active users log on to Facebook in any given day
Average user has 130 friends
People spend over 700 billion minutes per month on Facebook
Activity
There are over 900 million objects that people interact with (pages, groups, events and community pages)
Average user is connected to 80 community pages, groups and events
Average user creates 90 pieces of content each month
More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month .

Observations & Lessons Learned
How does Facebook “work” ?
What’s it good for (and not good for) ?
What does this mean for a brand ?
What does this mean for the web as a whole ?

HOW DOES FACEBOOK “WORK” ?

Media + Experiences = A Symbiotic Relationship
Traditional media is about watching
Digital media is about watching online
Social media is about doing
posting commenting creating discussing sharing

A landscape in which brands & friends compete for attention Primary Corporate or Product Website Conversion Social Microsites Amplify Online Marketing
Facebook Connect, Social APIs
Engagement Fan Pages
Conversation Hub
Status Updates
Promo Posts
External Links
Polls, etc.
Social Landing Pages
Promotions
Campaigns
Calls-to-action
Targeted Content
Wall Custom Tabs
Engagement Apps Brand Experience to Activate Audiences
Value / Utility
Contests / Promos
Integrated Apps
Customer Acquisition
Sharing & Evangelism
Awareness Engagement Ads
Buying highly targeted attention
Initial fans, program promotion, reach local & demos

WHAT IT GOOD FOR (AND NOT GOOD FOR) ?

Facebook is not (very) good for (yet)…
Acquisition Marketing (traditional “funnel”)
Mousetraps vs. Mouse Parties (“noisy funnel”)
Getting people to buy stuff
Commerce is becoming an activity (rather than a destination), but it’s still early
Making people care about something – just because it’s “on Facebook”
If it isn’t work forwarding in an email, being on Facebook isn’t going to make it “go viral”

Facebook is good for…
Awareness – Using highly targeted media spend to reach customers who match our demo/psych criteria, in target geo markets. Outreach to influencers in key social media outlets & communities [ Finding ]
Amplification – Leveraging social media presence, content and conversation (“earned media”) to generate social momentum that amplifies the awareness efforts [ Sharing]
Activation – Giving people a way to participate in and engage with the brand in ways that are “naturally noisy” and add to the conversation & social momentum [ DOing]
Advocacy – Turning customers into evangelists by giving them ways to spread the word – both in social media, and in the real world [ Evangelizing]

Social Presence, Apps, Campaigns: Many Ways to Win Southwest Airlines Promotion grew 100k to 750k fans in 2 weeks Travelocity Over a million votes for the Cabin Fever campaign HBO Doubled active fan base through friend referrals American Express Highly integrated social programs to promote charitable giving Walmart & ASPCA Raised over $100k from fans – with no media (all viral) Disney Extending the guest experience, launching new attractions

WHAT DOES THIS MEAN FOR A BRAND ?

These modes of engagement represent the future of…
Targeted Advertising
Profile/Preference-based instead of content/context-based
Permission / Opt-in Marketing
“ Like” is the new “I agree to receive…”
Loyalty Programs
Goodbye email newsletter, hello Fan Page Wall
… and “figuring out what works on Facebook” really means “figuring out what’s going to work from now on”.

Marketers who want to put this landscape to work…
Need to focus on:
Authentic conversations
Customer participation
Influencers & advocates
“ Socializing ” their business
Need to move away from:
Talking at customers w/ Ads
“ Cost per Click” only models
Traditional “Persona” targeting
Corporate silos / barriers

90% of the time, this is how to go 0  100 in Facebook
Tactics : Give fans things to do, share, participate in
Metrics : Activity completions, shares, reach, eCPM
Tactics : Build out the content, start right conversation
Metrics : # Fans, conversation velocity & sentiment
Tactics : Programs to let evangelists “raise their hand”
Metrics : Referrals, retention, new customer acquisition

Social Engagement Programs in Facebook Disney
Disney has over 100 million fans across more than 200 Facebook pages
Concept, plan, design build & manage programs for Disney parks, resorts and cruise lines
Social and mobile apps to extend the guest experience - and spread the word

WHAT DOES THIS MEAN FOR THE WEB AS A WHOLE ?

What the Web “does” is changing Friends Likes Targeting

The social/mobile web is runs on Attention Streams

What Facebook is really doing…
Facebook is betting they can beat Google AdSense by creating an ad-targeting system based on profiles & preferences, instead of Page Rank.
They are right. (whether or not they win)

What’s a brand to do in this new stream-ified, social-ized, facebook-ed web?
It’s going to get increasingly hard to fake it So make sure your products & services are good, before you ask people to start talking about them
You need to earn your way into customers’ attention streams So you better get to know them, especially the ones that matter most
Most of “traditional” marketing will be integrated with “social” So get out there and figure out what works before your competitors do… and may find new business opportunities along the way

…and remember, Facebook is a platform and paradigm that’s changing more than just Marketing Customer Service Product Innovation Sales Public Relations Talent Management

Thank You.
Kevin Tate
[email_address]

2011 SBS Sydney | Kevin Tate, Putting Facebook to Work Effectively

by Dachis Group on May 24, 2011

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2011 SBS Sydney | Kevin Tate, Putting Facebook to Work Effectively — Presentation Transcript