Social clay, creating an efficient facebook ecosystem 2012 03-27

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Facebook is more than just one Timeline. It is an ecosystem.
Each part of the ecosystem can be made more efficient.
As each part becomes more efficient so the ecosystem itself becomes more powerful as a marketing tool.
Our aim is to use Facebook to reach out to a billion existing and potential customers.

Our target is to leverage our access to this community to achieve your business objective.

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  • Excellent talk Geoff. At one level, just good plain common sense - but that's not so common is it? Particularly liked the tip about useing Recommendations.
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  • Thank you so much to everyone who showed their support today (Tuesday). I was humbling to be welcomed by so many kind faces. I am very grateful for the response both in person, on twitter and judging by the views for this presentation today, the response on slideshare too!

    Best,
    Geoff
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  • FOR ALL PROPERTIES We need to do this for all your properties
  • FOR ALL PROPERTIES We need to do this for all your properties
  • FOR ALL PROPERTIES We need to do this for all your properties
  • FOR ALL PROPERTIES We need to do this for all your properties
  • CROSS-FERTILISATION – later 500px / Photo "Abandoned" by Steve Collins http://bit.ly/urkJu0
  • Social clay, creating an efficient facebook ecosystem 2012 03-27

    1. 1. at the Social Media World ForumCreating an efficient Facebook ecosystem - Last updated 28th March 2012 -
    2. 2. S o c i al c l ay • Facebook is more than just one Timeline. It is an ecosystem. • Each part of the ecosystem can be made more efficient. • As each part becomes more efficient so the ecosystem itself becomes more powerful as a marketing tool. • Our aim is to use Facebook to reach out to just shy of a billion existing and potential customers. • Our target is to leverage our access to this community to achieve your business objective.28th March 2012 Social clay @ SMWF 2
    3. 3. S o c i al c l ay • Facebook is more than just one Timeline. It is an ecosystem. • Each part of the ecosystem can be made more efficient. • As each part becomes more efficient so the ecosystem itself becomes more powerful as a marketing tool. • Our aim is to use Facebook to reach out to just shy of a billion existing and potential customers. • Our target is to leverage our access to this community to achieve your business objective.28th March 2012 Social clay @ SMWF 3
    4. 4. An at o my o f yo u r s o c i al me d i a s t r at e g y Bu s i n e s s • Your Strategy begins by setting o b j e c t i ve s Business Objectives and agreeing KPIs. S o c i al me d i a p l an n i n g • Planning involves ecosystem architecture, forecasting, timelines & brand protection. • Implementation begins by creating Co r e e c o s ys t e m the Core ecosystem & curating its community. • As each part of the core ecosystem is built, efficiency is gained. Targeted campaigns created in the Advanced ecosystem experience greater viral uplift. Ad van c e d e c o s ys t e m • We measure against KPIs, report lessons learned to the board and Me as u r e & r e p o r t iterate.28th March 2012 Social clay @ SMWF 4
    5. 5. Bu s i n e s s o b j e c t i ve s S o c i al me d i a p l an n i n g Bu s i n e s s Co r e e c o s ys t e m o b j e c t i ve s Your Strategy begins by setting Business Objectives Ad van c e d e c o s ys t e m and agreeing KPIs. Me as u r e , r e p o r t & i t e r at e28th March 2012 Social clay @ SMWF 5
    6. 6. S o c i al me d i a s t r at e g y > Bu s i n e s s Ob j e c t i ve s• What success are we going to achieve in 6 months?• How are we going to measure this?28th March 2012 Social clay @ SMWF 6
    7. 7. S o c i al me d i a s t r at e g y > S u c c e s s me as u r e sWhat success are we going to achieve in 12 How are we going to measure this?months? Larger community Fan count More people talking about our brand Engagement Tracking Calls to action (CTA) Web visits from Facebook / web visits More Leads (CTA) Followed calls to action in ecosystem Web users originating in Facebook who add a product to their cart More Sales (CTA) Number of users originating in Facebook who buy; also total value of sales Ability to compare margin on Facebook vs Track Facebook sales and margin per basket. Compare Web users with web sales. More Recommendations and word of mouth Clicks on Likes, Comments, Shares to Wall / Newsfeed Month on month increase in Forecasted Forecasted annual sales (total for period x 12 months) annual sales Increase the brand value Total fans x Value of a Fan Place value on today’s ecosystem Brand value + current sales Higher IPO / Exit value NPV (Brand value + future sales value)28th March 2012 Social clay @ SMWF 7
    8. 8. S o c i al me d i a s t r at e g y > W at’ s i n s i d e ? h What’s inside… Recommendations for the most efficient use of Facebook Examples of best practice Benchmarking of where we are today Suggested Campaign ideas Timeline of recommendations and campaigns for next 6-9 months28th March 2012 Social clay @ SMWF 8
    9. 9. S o c i al me d i a s t r at e g y > Ti me l i n e Ti me l i n e It takes time and care to grow a community28th March 2012 Social clay @ SMWF 9
    10. 10. S o c i al me d i a s t r at e g y > Ex amp l e t i me l i n ePeriod 1 Period 2 Period 3 Period 4 Period 5 A. Business Objectives B. Social media strategy Set KPIs B. Strategy update C1. Cover Page C1. Campaigns begin C1. CTA1 tab C1. Heritage tab C2. Community Management Training C2. Content planning meetings C3. Like buttons C3. Recommend box C3. Low friction reg. C4. Promote C4. Promote D. F-commerce? D. F-commerce R1 E. Performance review28th March 2012 Social clay @ SMWF 10
    11. 11. Bu s i n e s s o b j e c t i ve s S o c i al me d i a p l an n i n g Th e Co r e Co r e e c o s ys t e m Fac e b o o k e c o s ys t e m Ad van c e d e c o s ys t e m Me as u r e , r e p o r t & i t e r at e28th March 2012 Social clay @ SMWF 11
    12. 12. Co r e Fac e b o o k e c o s ys t e m The Core Facebook ecosystem leverages the Facebook Newsfeed to amplify the content within your ecosystem, through your community. The Newsfeed shares the content that your Community Likes to Friends of Friends outside your Community. When the core ecosystem is in place, efficiency is gained. Targeted campaigns experience greater viral uplift to a wider audience.28th March 2012 Social clay @ SMWF 12
    13. 13. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at eb e au t i f u l c o n t e n t Th e Co ve r Pag e As s ur e s t he us e r t he y hav e ar ri v e d at t he ri g ht p l ac e As s ur e t he Li ke Pri mar y c al l to ac t i o n28th March 2012 Social clay @ SMWF 13
    14. 14. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at e b e au t i f u l c o n t e n t > Co ve r Pag e • First we create a beautiful Cover Page for first time visitors. • Think of this as the cover of a magazine. Which one do you choose?28th March 2012 Social clay @ SMWF 14
    15. 15. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at e b e au t i f u l c o n t e n t > Co ve r Pag e • Examples from 2011:28th March 2012 Social clay @ SMWF 15
    16. 16. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at e b e au t i f u l c o n t e n t > Co ve r Pag e • Examples from 2012:28th March 2012 Social clay @ SMWF 16
    17. 17. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at e b e au t i f u l c o n t e n t > Co ve r Pag e • Examples from 2012:28th March 2012 Social clay @ SMWF 17
    18. 18. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at e b e au t i f u l c o n t e n t > Co ve r Pag e Must have •On Brand design – capture the personality of the brand •Assure your primary call to action – CTA128th March 2012 Social clay @ SMWF 18
    19. 19. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at e b e au t i f u l c o n t e n t > Co ve r Pag e Optional •Let the image explain •Secondary calls to action: CTA2, CTA3, etc. – e.g. click through to website – e.g. link to engage on Facebook Wall – e.g. click through to F- commerce app – e.g. click through to other social application – e.g. trackable telephone number for taking orders28th March 2012 Social clay @ SMWF 19
    20. 20. Co r e Fac e b o o k e c o s ys t e m > 2 . En g ag e t h e Co mmu n i t y En g ag e t h e Co mmu n i t y Engagement is at the centre of your ecosystem. This is where the budget you spend on infrastructure is made or lost.28th March 2012 Social clay @ SMWF 20
    21. 21. Co r e Fac e b o o k e c o s ys t e m > 2 . En g ag e t h e Co mmu n i t y Facebook content plan •A content plan is required •Plan at least one week in advance •Cover multiple categories of conversation to keep the content fresh28th March 2012 Social clay @ SMWF 21
    22. 22. Co r e Fac e b o o k e c o s ys t e m > 2 . En g ag e t h e Co mmu n i t y Strong engagement – show that your brand is active within your community – Connecting with potential customers breeds loyalty (and ultimately, sales). – Vary the topics by tagging categories of banter – Track success of the types of content – A message that reaches 10,000 fans is amplified to 130 of their friends via the Newsfeed. – That’s a theoretical community of 1.3m people.28th March 2012 Social clay @ SMWF 22
    23. 23. Co r e Fac e b o o k e c o s ys t e m > 2 . En g ag e t h e Co mmu n i t y Events •List all the events you may host.28th March 2012 Social clay @ SMWF 23
    24. 24. Co r e Fac e b o o k e c o s ys t e m > 2 . En g ag e t h e Co mmu n i t y Conversation management platforms •Choosing the right one •Volumes •Price •Customer service28th March 2012 Social clay @ SMWF 24
    25. 25. Co r e Fac e b o o k e c o s ys t e m > 3. Co n n e c t yo u r we b s i t e Co n n e c t yo u r we b s i youre Integrating t eCommerce experience with Facebook makes your purchase path socially aware.28th March 2012 Social clay @ SMWF 25
    26. 26. Co r e Fac e b o o k e c o s ys t e m > 3. Co n n e c t yo u r we b s i t e Like Buttons •Leverage the power of the Facebook Newsfeed on your website. •Place a Recommend & Send button (or Like & Send button) – on every product – on valuable, time sensitive content like your blog •Each click on a Like button appears in the Timeline for the user and the Newsfeed for their friends. This amplifies your web traffic by attracting that persons Facebook Friends.28th March 2012 Social clay @ SMWF 26
    27. 27. Co r e Fac e b o o k e c o s ys t e m > 3. Co n n e c t yo u r we b s i t e Recommend box •Use a recommendations box in place. •Two minutes of your visitors’ time will be spent on the best content •Once we have good numbers on the popular products, we can create a Top 10 list of most Liked content. (and we don’t have to do this in the Facebook style.)28th March 2012 Social clay @ SMWF 27
    28. 28. Co r e Fac e b o o k e c o s ys t e m > 3. Co n n e c t yo u r we b s i t e One click Register with Facebook •Reduces friction at registration. More visits convert to signup than when using a traditional form. •Measure the business impact of the using Register and Login using Facebook on new customers and sales. •Efficiency is synonymous with frictionless purchase. Login with Facebook brings us closer to this ideal state.28th March 2012 Social clay @ SMWF 28
    29. 29. Re c r u i t an d r e t ai n Re c r u i t an d r e t ai n The ecosystem is brought to life by people. We must invite them!28th March 2012 Social clay @ SMWF 29
    30. 30. Re c r u i t an d r e t ai nGuests rarely turn up to a party without Three invitations to join thebeing invited. community: A. Ads : The first wave of fans from each campaign will come from ads B. Email campaigns C. Cross-fertilisation tabs Photo: Steve Collins 28th March 2012 Social clay @ SMWF 30
    31. 31. Re c r u i t an d r e t ai n > Fac e b o o k ad s A. Facebook ads Set aside an ad budget that rises over time to allow you to optimise both your ecosystem for your audience and your audience for your ecosystem. •Ads cost between 50p and £2 per Visitor. •Ads cost between 50p and £4 per Like. •If we want to gain…  1000 Likes = £500 - £4000  10,000 Likes = £5,000 - £40,000  100,000 Likes = £50,000 - £400,000 N.B. Ensure that ads are optimised and that a capped cost per fan is in place to avoid inefficient ad spend.28th March 2012 Social clay @ SMWF 31
    32. 32. Re c r u i t an d r e t ai n > Emai l c amp ai g n s B. Email campaigns Include links to your ecosystem within your Newsletter and other email communications, like corporate signatures and transactional receipts. This allows you to design custom banners within your mailshots that encourage a different CTA for existing Facebook fans vs unconnected potential fans. A powerful tool we can speak of in due course.28th March 2012 Social clay @ SMWF 32
    33. 33. Re c r u i t an d r e t ai n > Cr o s s f e r t i l i s at i o n C. Cross-fertilisation tabs Multiple brands with independent ecosystems must create a parent ecosystem to efficiently encourage fans of a child brand to visit other brands in the ecosystem. By connecting all our sub brands together we are able to create bridge between mutual friends across brand ecosystems. We must look at this as a game changer for your industry.28th March 2012 Social clay @ SMWF 33
    34. 34. Bu s i n e s s o b j e c t i ve s S o c i al me d i a p l an n i n g Me as u r e , r e p o r t an d Co r e e c o s ys t e m iKnowledgeatthe past will t e r of e equip us to plan correctly for the future. Ad van c e d e c o s ys t e m Me as u r e , r e p o r t & i t e r at e28th March 2012 Social clay @ SMWF 34
    35. 35. Me as u r e , r e p o r t an d i t e r at e“The analysis from each 1. Without feedback from the previous period we arereporting cycle must driving blind: piloting a shipfeedback into the ecosystem in the fog.such that each periodbecomes more successful 3. The feedback from last periodthan the last.” helps us to adjust our aim for the next period.Geoff HughesCo-founder & CEO 5. Continuous iterations mean we arrive efficiently at our goal.28th March 2012 Social clay @ SMWF 35
    36. 36. Me as u r e , r e p o r t & i t e r at e > Pe r f o r man c e me as u r e me n t • You have business goals that must be met by each campaign. We need to regularly monitor & measure performance to ensure we reach your goals. • Each reporting cycle must feedback into the living social media strategy so that lessons learned are used effectively • The value that this campaign contributes to the business is reported in real time.28th March 2012 Social clay @ SMWF 36
    37. 37. Me as u r e , r e p o r t & i t e r at e > KPI s • Each KPI that we actively measure for you maps back up to a business success measure as agreed earlier during the strategy work.28th March 2012 Social clay @ SMWF 37
    38. 38. Me as u r e , r e p o r t & i t e r at e > KPI s The worst thing our We must allocate a portion of brand can do is spend all available budget to measure our budget on attracting and analyse performance Fans without measuring from last period to ensure the the impact of these fans budget we allocate to ads on our bottom line. next period is spent correctly.28th March 2012 Social clay @ SMWF 38
    39. 39. Me as u r e , r e p o r t & i t e r at e > Bu d g e t f o r CFe s t at s • The Social clay performance measurement report compares the varying success of each section within your ecosystem. • This allows you to tactically reallocate ad budget to the best performing area(s) in this period… • Whilst strategically optimising under performing areas ready for next period.28th March 2012 Social clay @ SMWF 39
    40. 40. Th e Ad van c e d Fac e b o o k e cuse s ys t e m We o the advanced ecosystem to create campaigns which focus on the use of user CRM data to maximise efficiency.28th March 2012 Social clay @ SMWF 40
    41. 41. S o c i al c l ay28th March 2012 Social clay @ SMWF 41
    42. 42. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at e b e au t i f u l c o n t e n t Camp ai g n t ab s Time critical ideas targeting a niche demographic to efficiently achieve a tactical goal.28th March 2012 Social clay @ SMWF 42
    43. 43. Co r e Fac e b o o k e c o s ys t e m > 1 . Cr e at e b e au t i f u l c o n t e n t > L an d i n g t ab s Campaign tabs are where we start to ask for user data and use it to really target our sales funnel. •Competitions •F-commerce portals •Fan only content •Links to other ecosystems28th March 2012 Social clay @ SMWF 43
    44. 44. S o c i al c l ay • At this point, its like being Neo in the matrix… • Everything just works together. • As each cycle continues, the ecosystem becomes more and more efficient.28th March 2012 Social clay @ SMWF 44
    45. 45. Pr i mar y c o n t ac t s Geof f Hughes Rob O’ Cal l aghan C O a d c -f u d r E n o one C O a d c -f u d r T n o one +4 2 3 9 3 6 4 0 37 78 +4 2 3 9 3 6 4 0 37 78 +4 7 1 1 0 1 1 4 81 6 2 +4 7 1 0 4 8 0 4 92 4 3 gofscaca.cm ef@oi lly o rbscaca.cm o@oi lly o f c b o . c ms c a c a aeok o/oi lly f c b o . c ms c a c a aeok o/oi lly28th March 2012 Social clay @ SMWF 45

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