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.

1. Creating an efficient Facebook ecosystem
- Last updated 28th March 2012 -
at the Social Media World Forum

2. Social clay
• 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. Social clay
• 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.
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4. Anatomy of your social media strategy
28th March 2012 Social clay @ SMWF
Business objectives
Social media planning
Measure & report
Core ecosystem
Advanced ecosystem
• Your Strategy begins by setting
Business Objectives and agreeing
KPIs.
• Planning involves ecosystem
architecture, forecasting, timelines &
brand protection.
• Implementation begins by creating
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.
• We measure against KPIs, report
lessons learned to the board and
iterate.
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5. 28th March 2012 Social clay @ SMWF
Business
objectives
Your Strategy begins by
setting Business
Objectives and agreeing
KPIs.
Business
objectives
Social media planning
Measure, report & iterate
Core ecosystem
Advanced ecosystem
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6. Social media strategy > Business Objectives
• What success are we going to achieve in 6 months?
• How are we going to measure this?
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7. What success are we going to achieve in 12
months?
How are we going to measure this?
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
Web users
Track Facebook sales and margin per basket. Compare
with web sales.
More Recommendations and word of mouth Clicks on Likes, Comments, Shares to Wall / Newsfeed
Month on month increase in Forecasted
annual sales
Forecasted annual sales (total for period x 12 months)
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)
Social media strategy > Success measures
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8. Social media strategy > What’s inside?
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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 months
What’s inside…

9. Social media strategy > Timeline
Timeline
It takes time and care to
grow a community
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Social clay @ SMWF

10. Social media strategy > Example timeline
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A. Business Objectives
B. Social media strategy
C1. Cover Page
C4. Promote
E. Performance review
D. F-commerce R1
C2. Community Management Training
C2. Content planning meetings
C1. Campaigns begin
D. F-commerce?
C4. Promote
B. Strategy update
Set KPIs
C1. CTA1 tab
Period 2 Period 3 Period 4
Period 1 Period 5
C1. Heritage tab
C3. Like buttons C3. Recommend box C3. Low friction reg.
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11. 28th March 2012 Social clay @ SMWF
The Core
Facebook
ecosystem
Business
objectives
Social media planning
Measure, report & iterate
Core ecosystem
Advanced ecosystem
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12. 28th March 2012 Social clay @ SMWF
Core Facebook ecosystem
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.
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13. Core Facebook ecosystem > 1. Create beautiful
content
28th March 2012 Social clay @ SMWF
The Cover Page
Assures the user they
have arrived at the right
place
Assure the Like
Primary call to action
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14. • 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?
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Core Facebook ecosystem > 1. Create beautiful content > Cover Page
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15. • Examples from 2011:
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Core Facebook ecosystem > 1. Create beautiful content > Cover Page
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16. • Examples from 2012:
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Core Facebook ecosystem > 1. Create beautiful content > Cover Page
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17. • Examples from 2012:
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Core Facebook ecosystem > 1. Create beautiful content > Cover Page
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18. 28th March 2012 Social clay @ SMWF
Must have
• On Brand design
– capture the personality of
the brand
• Assure your primary call to
action
– CTA1
Core Facebook ecosystem > 1. Create beautiful content > Cover
Page
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19. 28th March 2012 Social clay @ SMWF
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 orders
Core Facebook ecosystem > 1. Create beautiful content > Cover
Page
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20. Core Facebook ecosystem > 2. Engage the
Community
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Engage the
Community
Engagement is at the
centre of your ecosystem.
This is where the budget
you spend on
infrastructure is made or
lost.
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21. 28th March 2012 Social clay @ SMWF
Facebook content plan
• A content plan is required
• Plan at least one week in
advance
• Cover multiple categories of
conversation to keep the
content fresh
Core Facebook ecosystem > 2. Engage the
Community
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22. 28th March 2012 Social clay @ SMWF
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.
Core Facebook ecosystem > 2. Engage the
Community
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23. 28th March 2012 Social clay @ SMWF
Events
• List all the events you may host.
Core Facebook ecosystem > 2. Engage the
Community
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24. Conversation management
platforms
• Choosing the right one
• Volumes
• Price
• Customer service
Core Facebook ecosystem > 2. Engage the
Community
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Social clay @ SMWF

25. Core Facebook ecosystem > 3. Connect your
website
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Connect your
website
Integrating your
eCommerce experience
with Facebook makes your
purchase path socially
aware.
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26. 28th March 2012 Social clay @ SMWF
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.
Core Facebook ecosystem > 3. Connect your website
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27. 28th March 2012 Social clay @ SMWF
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.)
Core Facebook ecosystem > 3. Connect your website
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28. Core Facebook ecosystem > 3. Connect your website
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Social clay @ SMWF
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.

29. Recruit and retain
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Recruit and
retain
The ecosystem is brought
to life by people. We must
invite them!
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30. 28th March 2012 Social clay @ SMWF
Three invitations to join the
community:
A. Ads : The first wave of fans
from each campaign will come
from ads
B. Email campaigns
C. Cross-fertilisation tabs
Recruit and retain
Guests rarely turn up to a party without
being invited.
Photo: Steve Collins
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31. 28th March 2012 Social clay @ SMWF
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.
Recruit and retain > Facebook ads
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32. 28th March 2012 Social clay @ SMWF
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.
Recruit and retain > Email campaigns
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33. 28th March 2012 Social clay @ SMWF
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.
Recruit and retain > Cross fertilisation
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34. 28th March 2012 Social clay @ SMWF
Measure,
report and
iterate
Knowledge of the past will
equip us to plan correctly
for the future.
Business
objectives
Social media planning
Measure, report & iterate
Core ecosystem
Advanced ecosystem
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35. 1. Without feedback from the
previous period we are
driving blind: piloting a ship in
the fog.
2. The feedback from last period
helps us to adjust our aim for
the next period.
3. Continuous iterations mean
we arrive efficiently at our
goal.
Measure, report and iterate
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Social clay @ SMWF
“The analysis from each
reporting cycle must
feedback into the ecosystem
such that each period
becomes more successful
than the last.”
Geoff Hughes
Co-founder & CEO

36. 28th March 2012 Social clay @ SMWF
• 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.
Measure, report & iterate > Performance measurement
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37. • Each KPI that we
actively measure for
you maps back up to
a business success
measure as agreed
earlier during the
strategy work.
Measure, report & iterate > KPIs
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Social clay @ SMWF

38. We must allocate a portion of
available budget to measure
and analyse performance
from last period to ensure the
budget we allocate to ads
next period is spent correctly.
Measure, report & iterate > KPIs
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Social clay @ SMWF
The worst thing our
brand can do is spend all
our budget on attracting
Fans without measuring
the impact of these fans
on our bottom line.

39. Measure, report & iterate > Budget for CFe stats
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• 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.

40. 28th March 2012 Social clay @ SMWF
The
Advanced
Facebook
ecosystem
We use the advanced
ecosystem to create
campaigns which focus on
the use of user CRM data
to maximise efficiency.
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41. Social clay
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Social clay @ SMWF

42. Core Facebook ecosystem > 1. Create beautiful
content
Campaign
tabs
Time critical ideas
targeting a niche
demographic to efficiently
achieve a tactical goal.
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Social clay @ SMWF

43. 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 ecosystems
Core Facebook ecosystem > 1. Create beautiful content > Landing tabs
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44. Social clay
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Social clay @ SMWF
• 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.

45. Primary contacts
28th March 2012 Social clay @ SMWF
Geoff Hughes
CEO and co-founder
+44 20 3397 3768
+44 7811 160 121
geoff@socialclay.com
facebook.com/socialclay
Rob O’Callaghan
CTO and co-founder
+44 20 3397 3768
+44 7912 044 830
rob@socialclay.com
facebook.com/socialclay
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