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iStrategy Amsterdam 2011 : Emeric Ernoult, Co-Founder, Agorapulse - Why brands are still wasting money on Facebook while they could be making profit? (Day One - Workshop One)

iStrategy Amsterdam 2011 : Emeric Ernoult, Co-Founder, Agorapulse - Why brands are still wasting money on Facebook while they could be making profit? (Day One - Workshop One)

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iStrategy AMS 2011 - Emeric Ernoult, Agorapulse Presentation Transcript

  • 1. Why brands are stillwasting
    Money on facebookwhiletheycouldbemaking profit?
  • 2. email
    Marketing
    effectiveness
  • 3. email
    Marketing
    effectiveness
    SEM
    cost
  • 4. email
    Marketing
    effectiveness
    SEM
    cost
    SOCIAL
    Web
    Audience
  • 5.
  • 6.
  • 7. ROI
    QUANTITY
    FIRST TRIALS
    2011
    2009
    2010
  • 8. Social marketing ROI is on the top priorities of the CMO
    Source : Marketing Sherpa, 2011
  • 9.  “In Q1 2011, 20% of CMOs said that social marketing is producing a measurable ROI for their organization, and that they would continue to invest in this tactic.
    This percentage has nearly tripled from 7% a year ago and the perception of social
    marketing’s value continues to improve”
    Marketing Sherpa, Social Marketing Benchmark Survey 2011
  • 10. How about you ?
  • 11. How many of you have a Facebook presence?
  • 12. How manyFacebook fans do you have ?
  • 13. Do you have an idea of the value of each of your fans?
  • 14. However,youprobably know …
  • 15. How muchis
    worth
    a client
  • 16. How muchis
    worth
    a qualified lead
  • 17. How muchis
    worth
    an email address
  • 18. But most brands have no idea of
    The value of
    a facebook fan
  • 19. The cold truth:
    NOT MUCH...
    Unlessyoucan engage them
    and know whoyou are engagingwith!
  • 20. engaging
    qualifying
    AND
  • 21. engaging
    qualifying
    AND
    One does not create
    measurable value
    without the other
  • 22. qualifyingwithoutengaging :
    If no one hears you,
    your effort is worthless
  • 23. engagingwithoutqualifying :
    You may Spend your money and energy in engaging with “fans” who love to chat but will never buy anything from you
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Brands build Facebook apps
    to engage their fans with
    giveaways, contest and games
  • 30. BUT REMEMBER
  • 31. BUT REMEMBER
    engagingisonly the first key
    to create value,
    youalsoneed to qualifyyour fans
  • 32. what do you
    REALLY know about them?
  • 33. Let’smeet Gianni
    Let’smeet
    Gianni
  • 34.
  • 35. Weoperate the fan page of a famousItalianmotorbikebrand and Gianni is one of ourmost active fans
  • 36. we know hesaysnicethings
    about the brand
  • 37. So weanswerGianni’s questions,
    congratulatehim for likes and comments…
    But what do we really
    know about Gianni?
  • 38. Does
    heown one of our brand products?
    Which
    one?
    But what do we really
    know about Gianni?
    Is heready to spread the word about our brand ?
    Is helooking to buy one?
  • 39. The problemis…
    Facebook does not give us
    thatkind information about Gianni…
  • 40. Whenviewing the list of fans,
    thisiswhat Facebook gives us, pretty light huh?
  • 41. And identifyingourbest fans isstillguesswork
  • 42. Luckily, Gianni’sprofile is public, sowecanreadthroughit
  • 43.
  • 44. But wedo not have the time to do that for our 9,500 fans
  • 45. x 9 500 ??
    Nor do wehave time to copy / paste
    that information in our CRM !
  • 46. Worse, wewereluckywith Gianni, but mostfacebook profile are private
  • 47. So thisiswhatyouget
  • 48. Almostnothing…
    Can you get more
    than « nothing » ?
  • 49. The good news :
    Facebook appscangiveyou
    the information youneed about your fans
  • 50. Hereisthe type of information
    an appcan have access to:
  • 51. You canevenrequest
    yourownspecificinformation:
  • 52. So the apps are great to engage fans and are also the key to a
    betterknowledge of your fans!
  • 53. Buy me !
    That’s one reasonwhy all agencies
    want to sellyou Facebook apps for your page
  • 54. Sweep
    stakes
    contests
    Theyorganize sweepstakes
    and contests to increaseyour fan base
  • 55. But how do theirappswork for you?
  • 56. So youcancollect data, right?
    Well…
  • 57. Look again to the waythingsworktodaywithotherappssuppliers
  • 58. Each application collectsitsown set of data
  • 59. So each application create a new data silo
  • 60. The problem?
  • 61.
  • 62.
  • 63.
  • 64.
  • 65. So yes, youcollectdata
    but itisalmostworthless
    (Unlessyoulikecollecting .CSV)
  • 66. The result:
  • 67. Most of the appswill engage your audience,
  • 68. Most of the appswill engage your audience,
    but theywon’t help you
    qualifyyour fan base.
  • 69. Neitherwilltheygiveyou a unifiedview
    of your fan base activity and value
  • 70. So youkeep
    talking to
    strangers
  • 71. And youare building this:
    Campaign 4
    Campaign 1
    Campaign 3
    Campaign 2
  • 72. Whenwhatyoushouldbe building isthis:
    Campaign 4
    Campaign 3
    Campaign 2
    Campaign 1
  • 73. And what if…
    All the data collected by eachapp
    wascontributed to a single database?
    And eachappwas accessible
    through a single sign on?
  • 74.
  • 75. And thatdatabasewas
    directlylinkedto your fan profiles
    on yourfanpage manager?
    So whenlookingat a fan’s comment,
    you’d know whohe/sheis
    and what to reply?
  • 76. And what if…
    All this data couldbedirectly
    linked to you in-house CRM ?
    So when a client calls,
    you know whathesaid on Facebook?
  • 77. That are the « if(s) » wewanted to solve
  • 78. So wewentfromhere …
  • 79. … to there
  • 80. First wedidlikeeverybodyelse : webuiltengaging applications
  • 81. First wedidlikeeverybodyelse : webuiltengaging applications
    Quizzes
  • 82. First wedidlikeeverybodyelse : webuiltengaging applications
    Quizzes
    sweepstakes
  • 83. First wedidlikeeverybodyelse : webuiltengaging applications
    Quizzes
    sweepstakes
    photomontage
  • 84. First wedidlikeeverybodyelse : webuiltengaging applications
    Quizzes
    sweepstakes
    photomontage
    photo contests,
    group buying,
    etc…
  • 85. But we made them accessible through a single backoffice
  • 86. And we manage all the data in a single database
  • 87. So youcanaccesseverything
    from a single log in
    Such as the list of
    your best fans…
  • 88. So youcanaccesseverything
    from a single log in
    A clear view of
    their interactions…
  • 89. So youcanaccesseverything
    from a single log in
    A comprehensive
    history of their activity…
  • 90. So youcanaccesseverything
    from a single log in
    And more importantly,
    all the data collected
    through our apps
  • 91. who
    they are
    whatthey’ve been saying
    So you know:
    theirlevel of engagement
    their sentiment about your brand
  • 92. So wecan propose himaccessories for his bike, VIP tours withother bikes owners and otherproducts or information hemightbeinterested in.
    We know
    heis a client
    We know
    what model of bike he owns
    We know
    he loves us
    So Gianni is not
    a strangeranymore !
  • 93. And finally, all thisvaluable information is accessible by the brand’s in-house CRM through a dedicated web service
  • 94. So Facebook is not justanother silo in your clients / prospects knowledge system
  • 95. Remember, to create value on Facebook,
    you have to solve the equation :
    Engagement + qualification = value
  • 96. There is no unique recipe
    for maximizing your Facebook ROI.
    Each brand has to build its own way
    However, one thing is for sure:
    an unqualified fan base has no inherent value
    for your business whereas a qualified leads base
    has a clearly defined one.
  • 97. You already know how much
    a client, a qualified lead and an email address are worth.
    So if Facebook can qualify them
    for you, the value is there, instantly
  • 98. If a qualified lead is worth 5€ in your business,
    here is the difference :
    100 000 fans
    with 20 000 qualified fans
    100 000
    unqualified fans
    Value : 100 000 €
    Value : ???
    Simple maths …
  • 99. Brands need to focus
    on both, by adding
    qualification to
    the engagement
    Engagement + qualification = value
    Today, the market focus
    on one set of the equation: the engagement…
  • 100. So Facebook canadd
    business value to the conversations…
  • 101. …and transformyour fans into clients
    and leads that are easy to activate and value!
  • 102. contact@agorapulse.com